:: social engineering
drama marketing & credibility sharing
loyality
between useres supports the loyality between users and brands
[and
thats why community concepts work, if they are well done!].
the lifestyle topic of brands [especially in the fashion world] is best represented by people living it. we know this from the testimonial experience and the best advertisment ever: mouth to mouth propaganda
simulated mouth to mouth propaganda by virtual characters:
drama marketing
...is the creation of online characters which live in the same envorement as the users of the website.
they are agents, speakers of the site, and fans of the site [and/or the product]
*company characters: [helpdesk agents, consultans, etc...]
people, users can identify with
case study: skim.com | skim.com[municating fashion] www.skim.com
to set up
drama marketing characters you have to research the user action/company
REaction scenarios and work out weakpoints. then you build characters
that are able to strenghten these areas. drama marketing is a very time-intense
strategy, no quick and dirty action!
it should be seen as customer relationship tool. you create wording concepts
for the whole corporate communication out of this by combining the most
accepted communication models.
[drama marketing characters are not avatar charcaters, that pretend beeing real life persons, not 3d modeled super heros]