Table of Contents:
Use the TOC to navigate your way through the book. When you select a chapter the sections within will be revealed. Also, as you scroll down within a chapter the section you’re in will highlight.
Searching:
At the bottom of the book you’ll find your search field. When you enter a search term the results will slide up. Click one to be taken to that area of the book.
Study Aids:
If you’re purchased the All Access Pass and are ready to challenge yourself, click the Study Aids tab at the bottom of the book to reveal your Study Aid choices. Use the drag handles on the left to resize.
Chapter 13 Launch! msnbc.com’s First-Ever Branding Campaign
Figure 13.1 Zero Months to Launch!
Once all the planning, preparation, and production was complete, it was time for the campaign to come to life. On April 2, 2007, the first-ever msnbc.com branding campaign launched to the public in TV, print, and online media. Think of this chapter as a campaign portfolio. It will show you the executions and take you through the exact sequence of events as SS+K introduced the “Fuller Spectrum of News” campaign.
13.1 msnbc.com: A Campaign Portfolio
The campaign consisted of many interrelated pieces. All of them tied back to the major campaign objective of building a solid and positive brand image for msnbc.com. SS+K and its partners accomplished this by designing multiple executions using multiple platforms, from conventional print to innovations including the first-ever in-cinema game that allowed the audience to participate in the execution.
In order to keep track of all these elements, SS+K referred to a status chart, a tool many agencies use to keep track of the progress of the many moving parts involved in a campaign. Status charts are tailored to specific account or campaign needs and are managed by the account management and project management teams.
The status chart for the week of March 13, 2007. This summarized multiple elements, the current status, and what needed to happen next in order to keep the project moving toward completion.
Here’s what all the pieces of the campaign looked like at launch.
The first part of the work centered on the logo.