Multitasking is a Myth

During lectures we have started discussing what multi-tasking and divided attention mean. In advertising we are always competing for your attention. Because of this, companies have started to work on ways to “break through the clutter” and gain your attention. SECTION I. Start by watching the following case study: https://youtu.be/MCFmTdVFva0 Next, play a simple game using the computer. The link can be found here: http://www.onemorelevel.com/game/multitask NOTE: This might not work on every computer. Your computer is requires to have Flash installed for it to work. If it doesn’t work on yours, that is ok. Record your multitask game score (again, if you it does not work, put N/A) SECTION II. Discuss how you use media to multitask. Discuss what kinds of media you use, and how you use them concurrently. SECTION III. Watch the following video that uses television advertising combined with mobile elements to build a second-screen interactive experience: https://adage.com/creativity/work/second-screen- reinvented/47219 Now, DO NOT WORRY ABOUT IF THE TECHNOLOGY EXISTS, pretend you have UNLIMITED technological ability to develop advertising that utilizes second screen during television viewing. In other words, you have developed the technology that allows information to be placed on a tablet before, during, or after viewing something on a television (or even the other way around, or whatever creative concept you come up with). Design campaigns for each of the following companies. Again, there are no technological limitations for this exercise so be as creative as you possibly can. In other words, make up the technology! Remember each brand has its own unique voice and tone, they should not be ignored (targeting). Each campaign should contain the following information: 1. Adescriptionofthecampaignincludinghowitwouldwork 2. Whyitwouldworkforthatparticulartargetmarket 3. Aplanforhowlongitwouldrun 4. Aplanforhowyouwouldmeasureitssuccess The two companies/clients you will be working on are: • Adidas – targeting college students and recent college graduates • McDonalds – targeting families