Koreans are hungry for stories, Kim said, pointing to the existence of the Chunkisu (or storyteller) in old Korean culture. Kim explained how digital storytelling aims to make its audience spread the stories spontaneously by word of mouth and create a buzz over the internet.
Korea is among the countries with the highest Internet usage. Kim explained how various forms of commercial messages, including advertising on portal sites, microsites and games sites, have become more prevalent.
Kim quoted Copenhagen Institute of Future Studies Rolf Jensen who predicted that the present informational society will evolve into a culture that valued the stories behind products and services.
He shared details of campaigns for Samsung's 'Haptic Mission' and Nike 'Be the Legend' where storytelling was key in creating a viral effect.
Kim said there are three ways in which digital storytelling was different from analogue storytelling. It creates a brand story, and doesn't just provide product information. Also, it allows marketers to pull in people, rather than pushing merely consumers. Thirdly, it creates significant word of mouth.
Follow all the action of Spikes Asia on Twitter using hashtag #spikes09 - posts featuring that tag will appear on www.media.asia.
Also, Media is opening up its online Spikes photo gallery to readers. Send your Spikes pictures to [email protected] to include them.
Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.
Korea is among the countries with the highest Internet usage. Kim explained how various forms of commercial messages, including advertising on portal sites, microsites and games sites, have become more prevalent.
Kim quoted Copenhagen Institute of Future Studies Rolf Jensen who predicted that the present informational society will evolve into a culture that valued the stories behind products and services.
He shared details of campaigns for Samsung's 'Haptic Mission' and Nike 'Be the Legend' where storytelling was key in creating a viral effect.
Kim said there are three ways in which digital storytelling was different from analogue storytelling. It creates a brand story, and doesn't just provide product information. Also, it allows marketers to pull in people, rather than pushing merely consumers. Thirdly, it creates significant word of mouth.
Follow all the action of Spikes Asia on Twitter using hashtag #spikes09 - posts featuring that tag will appear on www.media.asia.
Also, Media is opening up its online Spikes photo gallery to readers. Send your Spikes pictures to [email protected] to include them.
Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.
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