RMM

I’ve been kicking around some ideas with Mat recently on the interplay between offline events, online discussion and traditional media coverage. This article in NMA on Glue’s activity with Bombay Sapphire gets closer to illustrating the idea.

The Dusk Bar at Somerset House feeds the online social media activity which is then written about in the traditional press. I saw the article about it in the online version of NMA but you’d imagine they’re shooting for something a bit more ‘mainstream lifestyle’.

Another way to think about this is

Physical stimulus > Online discussion > Offline media artifact

or

Event / installation / product > Hub site /distributed content social elements > Media story / film / book / poster

In fact I wonder if it could be made a cycle with variations to keep it moving; Discrete offline thing stimulates online discussion which results in broadly distributed offline thing which will then also result in more online discussion.

The recent T-Mobile activity follows a similar path; event in Trafalgar Square, online discusison; offline advert.

The idea is that each medium is used to its best advantage; offline being the only environment for engaging with physical things like bars, concerts, installations; online being ideally suited for dynamic exchanges (which disappointingly, the current Bombay Flash brochure-ware site sorely misses out on); and then using offline media’s inherent feature of being consumed by specific audiences in specific locations to ensure the ‘target’ audience is reached.

Naturally these would need to be pretty fascinating / useful things be worth this kind of ongoing engagement, discussion and documentation.