From the course: Storytelling for Advertising Campaigns
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Website development
From the course: Storytelling for Advertising Campaigns
Website development
- The campaign website would be the central hub for all campaign elements. Everything comes back to the website. The reason this is important is that it keeps us from feeling forced to tell the entire story, every role, on every element. Because each leads back to the website, we can tell as much or as a little of the story as we feel incites the audience's behavior. But we have to earn that behavior. The content of the campaign must be compelling enough that people want to engage in the story. Just because it's a story, doesn't mean anyone will care. So the website must pay off the promise of the story beats that the audience has encountered. To do this, we created a responsive site that features a different realtor and color scheme randomly generated on on refresh. The message remains the same. The only change is the background room, the realtor, and the color. Each of the eight roles we produced, along with the supporting copy, can be found by swiping or clicking left or right. And…
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