What is design for screen? Digital advertising

As a starting point for this I looked at the D&DA professional awards.  The first that I clicked on was an Ikea campaign for the new Malmo store designed by Advertising Agency Forsman & Bodenfors. An inspired use of Facebook! 

"To advertise the opening of the new IKEA Malmö store we created a Facebook profile for the store manager Gordon Gustavsson and uploaded 12 showroom pictures to his photo album. The first person to tag their name to a product in the picture won it. All pictures reached the limit of 30 tags per photo within minutes of being posted. This resulted in the pictures reaching thousands of people through Facebook’s newsfeed function. When users looked at the photo and read the comments they became aware of the competition, and of course, they also gotto see how beautiful their homes could be if they went to IKEA."


The link to the video explaining the concept is here.  This was clever as it not only engaged by offering an incentive (the prize) but they had a 'sitting' target audience in mind.  Also by keeping the profile on Facebook real people were more likely to hook into the whole concept.


Below is another fantastic IDEA and HOOK.  So Graphic Design is very much about creating unique IDEAS and HOOKS. This campaign attracted applications from 34,684 people from 197 countires and it all started with a simple job advert.  This is the campaign created by Creative Directors James Burchill and Nancy Hartley.  They managed to create a Global phenonmem which resulted in the whole world's eyes on Queensland (unfortunately this would have been a disaster after the current news with all the flooding -Timing is everything!).  The whole concept also relied on the fascination people have with reality TV as the competition and winner was televised. The Best Job in the World


The next camapign concept is new to me given my only sporadic use of Facebook - I had no idea companies/films were designing digital games to advertise their products!  This game was called 221B, was to advertise the new Sherlock Holmes movie.  They even put a code in the closing credits of the film to ensure those hooked on their game went to the cinema asap to get the code.  Again this was targeting a specific Facebook age group audience. Biggest Boxing Day opening in history. 221B