What media does our target group ‘consume’?

Here is a list of media we know our target group consumes.

  • Mobile devices
  • Radio
  • Newspaper (Metro, Spits)
  • The internet
  • Television

Mobile devices are pretty much used throughout the day. These are carried along everywhere they go and can be used at any location and time. You can divide mobile devices in two big categories: mobile phones and smartphone / iPhones. The latter has more functions which might be useful for us, but not everybody has these.

Radio nowadays can be listened to from mobile phones, but primarily is used at home. This means that we cannot really rely on this medium when our target group is on the road.

Newspapers like Metro and Spits are found mostly in and around the trains and trainstations. This means these are perfect media for us to use. They are usually read in the train on a daily basis when our target group is leaving or arriving at Delft. When for example flyers are spread through these newspapers, they can reach a huge part of our target group.

Internet is so common nowadays even mobile (smart) phones have access to the internet. Internet may be the single most used medium today.

Television is besides internet one of the most popular medium of today. Even though telephone providers have mobile television on smartphones, we think this medium is mostly used at home.
 
 

Scenario PROJECT “Treinkonijn”

The rest of our media strategy is described in the form of a scenario of the whole project. Our process differs from the intended process as it is suggested by the deliverables. The following points are mentioned in this scenario:

  • Aim of the media (AIDA)
  • What media do we use
  • Timing of the use of media
  • Content and possibilities per medium
  • How these media complement each other

Brief explanation
During the construction of the new railway station, project “Treinkonijn” wil start displaying rabbits around the building area as to show where changes will soon occur. Rabbits are timid animals that are not often seen, which makes it always a joy to spot one. But then when you see one, it probably sees you too and before you can get a look, the rabbit is gone and hidden in his hole. It is unclear what happens there. What would the rabbit be doing? How big is this hole? Are there any more rabbits in there? All these characteristics also apply to our project. There is mystery, and joy. You can look for them and ask yourself those very same questions. This event will take place in three phases:

I. Initiation
II. Progress
III. Finale

First awareness is raised in order to get an active community with many participants. Second these participants see the rabbits as they pop up so they are informed about where the situation will change. They take pictures of the rabbit and upload them to http://www.treinkonijn.nl. Here people can have a look at all the rabbits and discuss the changes these rabbits represent. This could either be excitement, venting one’s gall or just general wonderings. Third active participants get the opportunity to place their own rabbits on the building area as to guess where changes will take place.

I. Initiation
Since the rabbits stand alone, not providing any additional information besides pointing out a change at a specific location, it is vital the community knows what they stand for. Therefore a launch focused on awareness must take place. To raise awareness, all around the station commuters will find posters, flyers in the Metro and Spits, placarded trains and buses, billboards showing a rabbit and the websiteurl http://www.treinkonijn.nl. These are media that will be seen daily by our target group so awareness is created as fast as possible. A separate line of printed display takes place in the form of photographs of a rabbit with a person standing next to it. The first design tempts participants to go to the website. On this website, people will find a very clean design with a very short explanation of the project without many details. Also, an upload form is right there to upload a photo and some text. The second design actually displays “Rabbit No. 0” and an actor portraying a commuter. This rabbit will never really be placed, it is only used as a way to tempt participants to also take a picture of a rabbit when they start appearing.

Within two weeks “Rabbit No. 1″ will appear on a key location announcing a big change. It is essential for the first rabbit to be big because a large community is still to be created. At the same time the printed matters with “Rabbit No. 0″ will be replaced by “Rabbit No. 1” again with people (actors) standing next to it. These photo’s will also be viewable on the website as if other commuters uploaded them. Having set this standard, commuters will begin to participate.

II. Progress
Having kicked off the project, the website changes to an important part of the interaction. Added functions are listed below.

  • Photo upload function
  • Comment on rabbit function
  • Comment on photo function
  • Registration form to allow logging in. This is no obligation though, it is possible to upload photo’s without logging in.
  • Smartphone application that allow direct upload

The photographs are organised per rabbit, so all “Rabbit No. 1″ photo’s are in one place. The discussion concerning this change is also in one place. It is only possible to comment on a Rabbit, not on every single photo. A link to spoorzonedelft.nl is placed in case people would like to get actual information about the changes. Treinkonijn.nl only provides opinions and speculation by other participants.

The rabbits on the building area appear approximately one week before the change. To avoid more chaos, participants are not confronted by more than three rabbits, given they follow a normal route. More rabbits can be present at the building area, but not all at the same side or on the same route. Rabbits can have different sizes, shapes, colours and materials depending on the size and nature of the change and the direct environment.

When the change occurs, the rabbit disappears and a photopole is placed. On this pole people will find the text “Konijn X, #Naam, was hier”, meaning “Rabbit X, #Name was here”, X being the number of the rabbit, #Name being the name of the rabbit. Here we once again refer to the website and place a photograph and quote from participants concerning that rabbit on the pole.

III. Finale
As soon as the project has a large community but participants are less joyful about the experience, it is time to add the final game element. Here the project becomes actually transmedial giving the participants all control. All registered users can point at locations where they believe the next change will take place. Most votes count and there the next rabbits are placed. We shift to a fase where the participants tell us what to do instead of the other way around. The rabbit stays in place as long as the change has to come to pass.

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