The first phase of the campaign involves the strategic placement of posters in urban areas to create curiosity and stimulate discussion on social media Reddit and Twitter. The use of cryptic symbols and motifs is intended to subtly draw viewers' attention to the series.
A call-to-action poster in the cities and an advertised video on YouTube and social media refer to SoundCloud via a link and a QR code, and phase two is introduced with a voicemail message from the series protagonist.
The voicemail contains an invitation to a job interview with the protagonist, who is the boss of a restaurant chain and also a drug lord. The locations of the corresponding pop-up stands are presented using Google Maps.
The job interviews take place on site using virtual reality (VR). The pop-up stands thus serve as physical extensions of the invented series world and allow viewers to immerse themselves in a 2:1 “Los Pollos Hermanos” store.
A QR code on the visit card, which is distributed after the interview, directs viewers to a landing page for the series. There they can find a secret code (The Code is 931 - The time when you were called for the first time).
The landing page in phase three also acts as a central hub for all content and allows viewers to delve deeper into the universe of “Los Pollos” and review the campaign steps. As the online counterpart to the pop-up stand, YouTube presents the opportunity for a 360° online interview, as well as a trailer for the series and a preview.
Gradually, all content will also be published on social media to further increase the number of viewers.
Gradually, all content will also be published on social media to further increase the number of viewers.
Assets
Phase I - Rumors
Logo changed on Social Media
Week 1
Week 2
Week 3
Phase II - Immersion
Print: Call To Action
Pop Up Stand with VR Job Interview
Riddle Page
Phase III - Promotion
Landingpage
Coverposter
Social Media Presence
Credits
All Assets produced by Maximilian Kita
except: 3D-Rendering by Dennis Weiß & Soundtrack EQ by Henrik Bangert
The focus of this bachelor's thesis was the concept of a cross media campaign.