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Dramaturgie von Crossmedia-Kampagnen als Treiber der viralen Verbreitung
[The dramaturgy of cross-media campaigns as a driver of viral distribution]

Author

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  • Dominique von Matt

    (Jung von Matt/Limmat AG)

Abstract

Zusammenfassung Im Kontext der Medienfragmentierung, der Möglichkeiten, Markenbotschaften auszuweichen, sowie der verminderten Aufmerksamkeitsspanne bilden Crossmedia-Kampagnen immer häufiger die Voraussetzung dafür, die Konsumenten überhaupt noch zu erreichen. Hinzu kommt, dass die Interaktionsmöglichkeiten des Internets sowie die markeneigenen Kommunikationskanäle die Effizienz von Crossmedia-Kampagnen wesentlich gesteigert haben. Entsprechend sind sie heute in der Praxis der Markenkommunikation von zentraler Bedeutung. Der Beitrag umreisst das Wesen von Crossmedia-Kampagnen und analysiert deren Stärken. Er beschreibt je ein Praxismodell für die Anforderungen an Art und Aufbereitung der Inhalte sowie die Dramaturgie von Crossmedia-Kampagnen. Er zeigt die Anwendung beider Konzepte am Beispiel von zwei Crossmedia-Kampagnen, die im Markt nachweislich erfolgreich waren. Beide Modelle können anhand der Best-Practice-Cases weitgehend plausibilisiert werden und verdeutlichen die Bedeutung der Inhalte für das Heben von Mediensynergien.

Suggested Citation

  • Dominique von Matt, 2016. "Dramaturgie von Crossmedia-Kampagnen als Treiber der viralen Verbreitung [The dramaturgy of cross-media campaigns as a driver of viral distribution]," Schmalenbach Journal of Business Research, Springer, vol. 68(4), pages 423-446, December.
    • Handle: RePEc:spr:sjobre:v:68:y:2016:i:4:d:10.1007_s41471-016-0019-4
    DOI: 10.1007/s41471-016-0019-4
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    References listed on IDEAS

    as
    1. Sharad Goel & Ashton Anderson & Jake Hofman & Duncan J. Watts, 2016. "The Structural Virality of Online Diffusion," Management Science, INFORMS, vol. 62(1), pages 180-196, January.
    2. Naik, Prasad A. & Peters, Kay, 2009. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 288-299.
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