A case of corporate communication through media synergy
Carlotta Ventura Telecom Italia Group, Italy
Matteo Cardani Mediaedge:cia, Italy
INTRODUCTION: A LEARNING EXPERIENCE IN EXPLORATION AND DEEPER UNDERSTANDING OF CROSS MEDIA OPPORTUNITIES
The present case study illustrates an interesting example of cross-media synergy measurement applied to a corporate communication campaign by Telecom Italia, where advertising content and conversation with people merge in an original way.
The advertising campaign was made in the form of an invitation for people to participate in a conversation on different themes (environment, peace, international politics, society, etc.) on an ad hoc website.
We have...