There exist two categories of news we need to pay attention to in the context of these campaign ideas:
I. “Real” news
The “real” news needs to get placed fast. Immediacy is a priority, since hot news comes and goes within a day. Therefore concepts for this category should be driven by the priority of reducing production time and streamlining workflow between request, production, approval, and launch. Ultimately this process should take 24 hrs, from EOD to following EOD for example, or sooner.
“Real news” concept:
Develop a CMS tool that allows LF to update text only content into the entire set of banners at once. Treatment can vary from moving text to talk bubbles to a presentation remeniscent of and IM on a blackberry, but there is only a quick exchange of dialogue that results in the logo.
Key to this concept is the CMS tool that reduces workflow time from request to approval. LF logs on to the tool, inputs the appropriate dialogue and links, then the banners are flagged for review and approval. Once approved, either CNN or LF admin flips the switch and the banners automatically go live and replace the last set.
II. Funny news
The funny stuff might draw interest and eyeballs, but there is not as much pressing immediacy to getting people to these clips. Therefore we have a little more time (i.e. one entire day of production) to develop a video-specific banner for that featured video clip.
“Funny news” concept:
Simple animated characters around a water cooler. Or IM talk bubbles with funny or generic screen names. Whichever treatment, each would deliver a quick exchange of dialogue about the featured clip. The difference between this concept and the real news concept would only be that the treatments or dialogue could be a little more customized, styled differently, or would have a lighter tone in general. |
