Media Synergy Lecture Notes

Definition

• Media Synergy: The impact of using multiple media platforms to engage a target audience, mainly used in cultural industries.
• Purpose: To communicate messages more effectively than with a single platform.
  • Example: Linking magazine ads to TV commercials to generate interest.
  • Online stores use social channels to direct purchases.
  • Government agencies and corporations use multi-platform strategies for brand awareness and issues.
• Involves Multiple Companies: Often requires collaboration between different companies.

Case Study: Coca-Cola

• Brand Refresh: In 2021, Coca-Cola updated its branding and logo.
• Campaign Elements:
  • Tagline: "One Coke Away From Each Other" emphasizes global unity.
  • Advertisement depicted narrative involving famous gamers.
• Media Elements:
  • Gamification in ads with hidden codes.
  • Use of opinion leaders for message dissemination.
  • Synergy between cinema, TV, YouTube, posters, and billboards.
  • Hashtag campaign on Twitter.
• Community Engagement: Designs from KnownUnknown community around the 'real magic' concept.

Synergy Types

Simultaneous Synergy

• Definition: Multitasking with media for a deeper experience.
• Examples:
  • F1 fans using live data and social media during races.
  • Encompasses Jenkins's concept of organic convergence.

Sequential Synergy

• Definition: Moving between media forms sequentially enhances the message.
• Examples:
  • Football fans using TV and sports apps.
  • Print ads linked to TV improve consumer understanding.

Directional Synergy

• Definition: One media form dominates in influence.
• Examples:
  • TV ads more persuasive than print.
  • Viewers focused more on social media commentary.

Negative Synergy

• Definition: Cross-media synergy can sometimes reduce effectiveness.
• Examples:
  • Ineffective combinations like watching a video while streaming a song.
  • Disjointed campaigns lose brand values.