A’dam-E.V.A.

The promotion of television show A’dam-E.V.A.
As of March 6th the tv network Nederland 3 will broadcast a new television show called A’dam-E.V.A., obviously referring to the first people God created on earth. The title might suggest that this is a modern version of the age-old story. Especially since it also shows in the title the abbreviation of the city of Amsterdam.

The media plan behind this television show is based on reaching a specific target group by using different kinds of media which should result in reaching as much people as possible. The different kinds of media used in the campaign are:

  • Television
  • Newspaper
  • Facebook/Hyves
  • Website

Television
On television a commercial is shown of this series. This should draw the attention of the people who already watch the tv network that will broadcast the show. What is also shown on television are interviews with the actors and producers of the show. This is often broadcasted by other networks, so it should reach a different kind of people then the advertisement that is usually only done on the same network.

Newspaper
Advertising in a newspaper has the same goal as that of a commercial on television. The goal is to attract people and try to get them interested in the show.

If this was all that the advertising staff of the show had done then it would stop at attracting people. In these times of social and other kinds of media an ad alone is not enough. Using these social media is probably even more effective than a commercial. This is the bridge from attracting to desire.

Facebook/Hyves & website
On Facebook the staff posted an advertisement which says: “Do you want your face on a poster of A’dam – E.V.A.?”

This is the first step in AIDA. Perhaps the Facebook-user already saw an advertisement of TV or newspaper, but if not he/she is attracted by now. The ad shows a new television show in which familiar actors will perform. This in combination with an interactive tool to connect with Facebook or hyves to get your face on a poster, which will be seen throughout the country, makes the user interested. By using social media you can easily lead the person to a new stage in the AIDA-process. This is different from a television ad where the step to actually look op information about the show is a lot bigger than when you’re already on the internet.

After the Facebook-user clicks on this ad he/she is led to the website of the show. This website only exists out of the teaser and information about when the first episode will be broadcasted. The teaser can be watched in three ways: either while connected to Facebook, Hyves or not being connected. The teaser itself stays the same. The only difference is that in the end it shows the poster that will display an ad to promote this show. It also shows the profile picture of the person that is connected with his face book or Hyves. Then you get to choose whether you want to have your picture on that poster.

This is the part where the Facebook-user has a desire. He was tricked into watching the teaser, since he was interested in how he could get on that poster. The advertising staff was smart enough to first let the user connect with his Facebook-profile, specifically stating that this will not be posted on the user’s profile. After connecting, the teaser starts, the user all the while wondering why he had to connect his Facebook. After the entire teaser is done, his profile picture is shown on the poster with the message to choose whether or not you want your face on the poster.

Whether or not the person chooses to do so, he did see the teaser. This is the part where you hope that he is that interested in the show that on March 6th he will turn on the television and watch it. This is the last stage, where the person will act by watching the show. The other way by which a person can act is to “like” the page on Facebook and interact in the discussions posted by the advertising staff of the show. This also increased the awareness of the Facebook-friends of the user, since the page is shown on his profile.

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