Concepting for online - part 3

Well first of all I'm going to have to go back a few steps as it's probably not good to start in the middle of the thinking process.

So to start us off on the secrets of doing good online for an integrated campaign is......... not to.

Why?

Well the long and short of it is that you get hung up on the details of the execution. So the key thing is to come up with the BIG idea, once you have come up with a good selection of ideas you can start fleshing them out to make sure they fit you execution requirements.

Ok so that's the beginning of the process out of the way, now time for the execution part.

So you have a big idea, now it's time for you to get the everything to gel. So start by thinking about how all the elements can start to interact, by doing this you can get exposure to all your elements of you campaign (posters > microsite > banner ads > guerrilla stunts.....).

If you ever come up with a dead end then make sure that dead end has a pay off, the biggest mistake you could make is to have consumers be exposed to you campaign/brand and not actually know what it was about.