Fly Oceanic!

From Adam Ryan:
The convergence of media is a natural evolution, dating back to the beginning of communication, which is based on the theoretical dichotomy of uses and gratifications and dependency models of media operations. It is difficult to determine if the franchisement and the brand expansion across multiple media platforms of a communicative medium (i.e. television program) is the result of the consumers’ individually based needs and their proactive fulfillment of them; or rather, the corporate-models’ even earlier identification of those consumer needs and the resulting media designed with a specificity to gratify. In the reality of a world defined by ‘shades of gray’, these theoretical approaches toward media operations impact media convergence less as independent influences and more in a symbiotic and cyclical relation. As media producers develop new entertainment-based topics of communication, audiences will demand and receive new and entertaining ways to supplement the subject. The formulation of the world-wide-web and the resulting expeditious transmission of information has enabled a constant interactivity between media suppliers and their audience. The convergence of new media has fostered a highly participatory culture of media consumers.
Viral Marketing and Viral Advertising use the social constructs of consumers to cleverly spread brand awareness through the consumer’s voluntary passing on of such information. This can be done through word-of-mouth, or more popularly, through mobile and computer transmission. The viral effect is exponential and relatively inexpensive as compared to former modes of advertising.
The example provided are billboards in 8 cities making reference to the internationally successful program series “Lost”. The billboards, in combination with http://www.oceanic-air.com/, inspire intrigue into a non-existent airline. Disney-ABC Television Studios has set the bait with their advertising campaign, and the audience must take action to fulfill their wants. This extremely clever campaign satisfies the desires of interested consumers through offering clues to the secrets of the program; it creates intrigue in the consumers who were only aware of the program; and it creates ambiguous awareness through fictional reality.

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