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Gatsby June 2013 â‚Ź4,50

IJhallen Vintage Fashion

The Red Wire

Neighbourfood Market With Pamela Nijhuis

Musea of Colour Amsterdam Light Festival





Editorial W

elcome to the June edition. Our editors have fallen in love 3with the movie; The Great Gatsby and so did I. And how could we not use this theme for making Gatsby completely in the Great Gatsby style. Furthermore we will talk about transmedia and crossmedia where I take a good look at the amazing program ‘ Wie is de Mol?’ and I got the opportunity to interview Pamela Nijhuis who is working for the Neighbourfoodmarket, which is one of my favourite places in Amsterdam. A link is placed to my blog that I started which it’s about my favourite places in Amsterdam, so hopefully you will get some inspiration from that. Enjoy reading! Love, Tara



Content 8 Seminar; The Red Wire 10 Communication 11 Blog 12 Transmedia 16 Interview Pamela Nijhuis 18 Guestlectures 21 Blog 22 Multiverse 24 Crossmedial 28 CV 29 Blog 30 Word of Mouth 36 Printscreen 38 Branding



The Red Wire O

n April 9th I attended the seminar ‘Veiligheid’ in Pakhuis de Zwijger. I wasn’t present to be listening to the seminar I was there to help the Red Wire on this events. Previous period I was working for the Red Wire and at the end of the project we were able to see how the Red Wire operates during events. When we arrived in the morning René Blom welcomed us and explained a little what the seminar was about and what we were going to do that day. We could go to the balcony to see the start from the seminar from there. While we were walking up the stairs we already saw the Red Wire that was attached to the stairs and the rooms on the several floors of the building. René told us that they already did that last night. On the balcony we asked some questions on how they met the client, what was discussed and whether the client came up with his own main question. The question was made up by the client and contained; ‘What is in your opinion the hardest thing about safety’? After that the seminar started and we saw the actor of the Red Wire get on stage. I had


to film the introduction from the balcony for René Blom. He introduced the day and told everyone why they were there, then he explained why everyone had a pen a paper and he asked the audience the main question. The room turned dark for a few moments and when the light came back on everyone starting writing. It was nice to this introduction in real life for once, because we had heard about it so many times but you don’t quite get what it is or feels like unless you are really there. Then the seminar went on and we went downstairs. The other people from the Red Wire collected all the papers from the people in the room and we started to sort them out. From all the papers we took photos and we made a video. I was in charge of the video so I was able to see all the different answers. While we were filming and taking photos two of the men of the Red Wire were writing everything down that they hear from us, they were supposed to come up with a poem with all the different answers. Once we were done with the video and photos we had to put all the answers on the Red Wire. There were already some red papers on the wire that Mar-

Seminar ‘W ha hat i rd est s in thi you ro ng pin ab ou t s ion t afe h ty? e ’ small sentences that we related to the subject of the seminar; safety. We were supposed to put all the new answers, which were written on yellow paper, the color of the safety company, on the Red Wire and cover up all the red papers. Once we finished hanging up all the papers on the different floors of the building the audience had a break and everyone came out of the room. That’s the moment where we were able to see if they would see the papers and if they would react on them. What I noticed is that they were all in a hurry to get to their coffee or tea but when they were in line waiting they noticed the papers and started talking about that with each other. That was nice to see. While they were having some coffee we went into the room to also put on some answers in there. When the break was over they also saw their answers hanging in the room. After that we wrote down some new words and sentences together with René Blom that the client came up with during the day, so we had even more answers to hang up. The poem was already finished by then so there

was nothing left to do anymore. We just had to wait until the end of the day before the poem was dedicated to the audience. So we were able to go. I really liked helping the Red Wire during this event because I finally got a clear view on what is really was about. What was interesting is that the people who were hosting the seminar several times referred back to the Red Wire and what they were doing and what kind of input the answers of the audience could have. This made it real clear for the audience why the Red Wire was there and that this was finally the moment that they could speak up and give their opinion. I think that was the nicest thing to see on the event, even though it wasn’t clear for us as a project group, they certainly make it clear to the audience during the seminar.


Communication aning of e m e h t rn n speak’ e h ‘ First lea t d n a say, what you


y brand essence is really easy going, there is not a strict aspect. I like mellow and pastel colours; I love vintage footage and clothes. I am outgoing and I love to go to creative things that have to do with movies, fashion, art or food or just read about it in magazines.

Target group My brand will be focused on people from 18 until 35 years old and mainly woman. This could either be people who are living in Amsterdam or like to go there often. They are also into vintage stuff, fashion and creativity. They don’t necessarily do something with these aspects but they can also enjoy reading about it. Tone of voice The tone of voice of my brand will be vintage/ pastel/ creative. The focus on the blog will be mainly on Amsterdam and the fun and creative things that you are able to do there, such as the Neighbourfoodmarket or the Ijhallen. The focus on the magazine will be on the vintage/ Gatsby style which will be the theme of this edition of my magazine. I will use photos and advertisement in this style for the magazine. Media Mix A blog is created where weekly a post will be added to. The blog is connected to Twitter and LinkedIn, so when a new blog is posted this directly connects it to Twitter and LinkedIn so my connections on these Social Media channels will get an update that I wrote something new. I created a Pinterest account where the photos that are used on the blogs will be pinned, next to images that I pinned for my own inspiration which is also a part of the brand. The magazine will be published online with also a link on Twitter. Printscreens of my brand are added at the end of the magazine.





love flea markets! Finding unique vintage things for small prices is the best. There are a lot of places in Amsterdam where you are able to find them, but my favourite is the flea market at the IJhallen. This flea market is every first weekend of the month and is located in the IJhallen, this is in Amsterdam North and you will get there by ferry. You can take the ferry from central station to NDSM-werf, this will take you around 20 minutes. So this weekend the flea market finds place again, on Saturday as well as Sunday. The main reason I go there is obviously the clothing! Lots and lots of clothes for small prices, all the stuff is already used or worn (flea market) so you have to be okay buying second hand stuff. But besides clothing they have absolutely everything you can think of; chairs, tables, cameras, videos, mirrors, games, rollerblades and so much more. All the stands on the flea market are hired by random people, you and me can also book a stand to sell our stuff. It has gotten pretty popular so I would advise you to book a few months ahead, otherwise you might end up with a stand all the way in the back where no one comes. And come by car if you are planning on buying big things like chairs, it’s really hard to take this with you on the crowded ferry. So don’t hesitate and definitely pay a little visit to the flea market this weekend! Love, Tara



Wie is de Mol? Transmedia storytelling is basically the telling of complete stories within one storied universe across multiple platforms and formats using current digital technologies. These platforms interact with each other in order to create a larger and more complete whole. It redefines;   a media (storytelling) project comprised of multiple media formats  distributed on multiple platforms (and where)  the platforms interact with each other in a complex relationship



good example of a TV-program which uses transmedia storytelling is ‘Wie is de Mol?’.   Storytelling: A program as Wie is de Mol makes sure that the viewers are somehow concerned to the people who are ‘leading’ the story. During the program you get to see what the participants think, say, do and more, this way they get really connected to them and they will have their favorite candidates. The viewer’s support their favorite candidates during a new episode by talking about it on Twitter or Facebook and express their disappointment when one of the favorite ones have to leave the show. The story line is set, even though we don’t know who the winner is going to be and who the Mol is. The viewers won’t have an influence on this, they will just have to wait and see.     Competition: The main ingredient of Wie is de Mol is competition. The candidates have to compete with each other in assignments and meanwhile make sure that they also notice who the Mol is who is sabotaging the assignment. The viewer’s know as much as the candidates do, so they can participate in finding out who is de Mol. Not only during the program they can participate but they discuss all the assignments, clues, answers etc on forums or fan-pages that they have created.     Platforms: Wie is de Mol is using a lot of different platforms to interact with each other. Weekly they broadcast the program through television. The after the program you can listen on the radio the story of the candidate who had to leave the game. He shares his thoughts and opinions about the possible Mol. On the official website of Wie is de Mol you can watch episodes back, read biographies of the candidates and read hints about finding the mol. Wie is de Mol is using a Twitter-account where the Mol weekly post hints about who he or she is. On the Facebookpage they also share hints, updates and videos. These videos could also be a lot of

Transmedia backstage material, so you can see how it was shot and see the candidates from another perspective. You can download an app on your mobile phone where you can read about all the ins and outs that were discussed on television/twitter/facebook etc. They also organize a Wie is de Mol Fan-day, where all the fans can come and meet their favorite Wie is de Mol candidates and discuss things with other fans.   Second screen: From the beginning of 2012 Wie is de Mol started to work with a second screen. Through the website the viewer was able to watch the program live on their smartphone or tablet, even when you were abroad. If you are watching it on your television you are able to use your tablet or smartphone as a second screen during the program. The second screen is interactive and gives you extra option besides the television. Through the tablet or smartphone you are able to say who you think who de Mol is and you can see what the rest of Holland thinks. You find live statistics of the candidates, how many jokers they have and more information about the assignments. The website also gives you the opportunity to share all your thoughts and opinions on Social Media and see what other people are posting.   Fans Platforms: Fans have created their own fan-pages where they discuss all the ins and out. They have their own Mol-books about the possible Mol, they figure out the clues until there is nothing left to be figured out. They can share their own scenarios of what happened in the episode and who the Mol is according to them. The Wie is de Mol game is already existing, where fans can play the game with each other in real life just like the TV-programme.    Wie is de Mol is a good example of transmedia storytelling because there is a clear story with a beginning and an ending. It is distributed on almost every platform that is available and through these platforms the fans have the opportunity to interact with each other, discuss things, and share their clues and more.  









very third Sunday of the month the Neighbourfoodmarket is hosted in the Westergasfabriek in Amsterdam. It’s a platform where good-food sellers can sell/promote their products and tell their own story. Visitors can enjoy their Sunday with friends or family and choose from the big offer of different kind of foods and drinks. Besides the food there is also a flea market where second handed stuff is selling. One of the employees of this great concept is Pamela Nijhuis, we had the time to sit down with her By travelling the world and seeing lots of different food markets which was not only about the food but also about the opportunity to relax and sit, the founders of the Neighbourfoodmarket noticed that a concept like that was missing in Amsterdam. It’s a unique concept in Amsterdam because it is not a regular market where you buy your food and leave the market with a bag full of products. Because of the long tables and sitting areas and the nice atmosphere, they have created a place where you can hang out all day long. Because of the style they are using, they try to create a living room experience. When we ask Pamela what the target audience is of the Neighbourfoodmarket, she tells us that they don’t focus on a specific target group. Either young, old, fresh or people with a hangover visit the market. Though most of them come from (West) Amsterdam and have a relative good income, but you will also find a lot of tourists there. The biggest way of promoting the Neighbourfoodmarket is by Social Media. They are active on Twitter, Pinterest, Instagram and Facebook. Besides that they make flyers and hand this out and illegally put on posters all through




Amsterdam. The reasons that they chose the Westergasfabriek as main location is because of the industrial look that the Westergasfabriek has, it suits well with the concept of the Neighbourfoodmarket. Pamela tells us that they try to get a theme market every two months, those themes are based on the trends and developments that are highlight in the society at that moment. She tells us secretly that the theme of the august edition will be ‘no waste’, something that is a much discussed topic at the moment and they want to participate in that.

‘Every day

is different’ Someone who is working at the Neighbourfoodmarket has a lot of different activities to do, when we asked her about her weekly activities she gave a lot of different answers like; Approaching new companies who would like to be on the market, meeting with possible sponsors, writing press releases/ news letters/ blog, keeping the Social Media up to date, creating flyers, think of plans for in the future and so on. It isn’t just a regular office job, the Neighbourfoodmarket is keeping you busy. That is also what she loves the most about the job; ‘Every day is different and I’m always busy, but in the end when you are on another Neighbourfood edition and you see all the hard work that you have put in, that’s when I’m the most excited about my job’. Eventhough she loves her job she sometimes finds it sad that she wasn’t there from the beginning. She tells us she would love to know how to start with a concept like this, how you get your submissions, location etc. So that’s something she would still like to learn once, maybe start her own company one day. It’s going well for the Neighbourfoodmarket, and when they look at the future they are planning on expanding to other parts of Amsterdam. And maybe even to other cities in Holland. For the summer of 2014 a food festival is planned in Amsterdam by the Neighbourdfoodmarket. We got even more excited about the Neighbourfoodmarket after our interview with Pamela. So don’t forget, every third Sunday of the month. The Neighbourfoodmarket at the Westergasfabriek is where you have to be!



Ritchard Kelliher


n April 25 we had a creative day in the Acta Building. Here we got a guest lecture from Richard, he is a graphic designer and worked together with Fieke at Lava. At the moment he is an editorial designer and art director and he has his own company called Potato Pixels since 2005. His job is all about creating magazines and that is what his lecture was about. Editorial design is all about visual journalism. You have to go right to that point that you would like to change and think of what your goal is. Would you like to entertain, inform, instruct or educate your reader? Then he talked about the most important aspects when it comes to creating a magazine. He started with what the secret is about creating a magazine. The most important things are; get an opinion, find out what you think of the theme or subject. Be your audience, this way you know exactly what they like and dislike and from this you can decide what content you want in the magazine. That’s why it’s important to empathize, relate with someone from your target audience. Manage clarity; keep it simple, the content as well as the lay-out. People are reading a magazine and they don’t want to be challenged. Look for inspiration, find as much as you can before you start creating your magazine. Have discipline and don’t give up, and most important; have fun and smile! After that he explained how the design process works. First you will have to have a briefing about what the magazine is going to be about, after that you have orientate yourself and see the bigger picture. Then you look at the brand alignment and figure


out the financial costs. Then you get into the creative process where you will develop the concept of the magazine. You think of the look and feel and you start designed sketches, this is also called ‘plank’. Which are sketches of each page of the magazine where you can see what the lay-out will look like. No text yet, only where the text would come and where the images would go. From that you will create your final design. Then he talked about inspiration and where he gets it from. He mentioned monocle magazine, a magazine from England that does a lot with creativity. He also mentioned Dut and Apartamento, places he also gets his inspiration from. I found this guest lecture very interesting since I love magazines. I had an internship that was partly a magazine and we have to create one now ourselves, so it was very interesting to see how a professional like Richard does that.

Fritha Knudsen



n May 7 we had a guest lecture of Fritha Knudsen, she is a large scale event producer. The first time I’ve heard of her was when I was working the on The Red Wire project. She is the executive producer of the Red Wire when it will be translated to America and she has been working together with Martijn Timmermans, owner of the Red Wire. But today she gave a guestlecture about her work experience, at least a small part of the things she has done.

She started with Virgin where she did two large scale events for. The first one was for the spaceship that was created. The area they did this in was in the dessert and her qualities production and planning were really important. She organised the press conference where a lot of equipment were brought to the dessert. Eventually the weather forecast was so bad that they were forced to evacuate all the guests. Because of her good timing they were all gone before the storm came and destroyed everything, but nobody got hurt. She was also responsible for the promo movie, pitch film and sponsors like absolute vodka and Puma. She organised another event for Virgin where they did a wallscene, with people dancing side wards on a wall of glass and eventually the owner of Virgin, Richard Branson and his children, participated in the wall scene. Next to that she also told us about an event that she did for where she had a few days to change a random street in down town San Fransisco to an event. Even though the time was not enough to arrange this, she managed to do this. She says she gets asked to do events because

she is really good in planning. She also said that the main planning of how the street would look like was entirely different in the end. At the end of her guest lecture we were able to ask question, and someone asked what do you have to be when you want to work in events. Which was a real good question and she gave some smart answers. She told us that you have to get in the head of the client to really know what he wants and what needs to be done. You need to be patient and you need to learn to be able to really listen to people. You have to trust in the relationships you are working with and not want to do everything by yourself. If you are able to, work only with the best; find them, keep in touch with them and make sure you can benefit from those connections. You have to be able to take responsibility for your mistakes, no matter how big they are, you and your work are the same thing. And least thing she told us was; laugh, don’t cry. There will be more times that you want to start crying instead of smiling but don’t lose hope and just laugh about the situation you are in at that moment.



Frans van Konijnenburg


n May 28 we had a handshake day at the Inholland University in Diemen. During this handshake we got a guest lecture of one of the employees of the Amsterdam Light Festival. At the end of the day we had to create a concept for the Amsterdam Light Festival and pitch some of these ideas to them. During the handshake day we got a guest lecture from Frans van Konijnenburg, he is the projectmanager of the Amsterdam Light Festival. He first talked about what the AFL is about, they have a Christmas Canal Parade where 30 boats full of light art sail through the canals. Last year around 100.00 visitors came to see that Canal Parade. They also did a walking tour including a water route. There was a Boulevard of lights where 250.000 people came to see it. There are 19 museums working together with the festival, and there are 43 ‘umbrella’ projects. These projects are a part of social light, where people from Amsterdam have the opportunity to participate in the festival with their own little project. The festival has more than 100 volunteers and during the time of the Amsterdam Light Festival the hotel bookings increased with 22% in Amsterdam. After one year they got a lot of media attention on all kind of different channels. The theme of 2013 is ‘building with light’ and their objective is 500.00 visitors during the festival. This will take place from November 28 and January 19. He talked about the lights they are using and whether this will be


good for the environment. It is because all the lights are led lights, except for the lights they use for the beamers. The reason why is because led lights don’t exists for beamers, but the energy they use is very small. Last year the lights were on from 5 until 11 in the evening and the energy they produced for the beamers was the same energy as a small theatre production. I liked the guest lecture because it is a fun festival where a lot of creativity is involved. It was nice to know a little more about the festival before we started brainstorming for a concept. I think that because of the guest lecture Lotte and I had the inspiration to come up with a nice concept for the Amsterdam Light Festival.


Media Future Week


n off-topic blog, but absolutely worth blogging about. Last week I got the opportunity to participate in the Media Future Week 2013. This is what the Media Future Week was about; Participants in the MFW are challenged to develop their own vision on the media future and their role as future media professional. They will work in mixed teams on a cross-media case from the industry. Media companies provide the MFW participants with a case or problem. During the week, the participants work on these cases and present a solution at the end of the week. Amongst others, there will be cases about multi screen applications and about smart societies. Participants of MFW are offered an exclusive program of 12 hours daily to help them to create original case solutions. Leading international media professionals will inspire the participants with enthusiastic speeches, Dutch high profile entrepreneurs will share their experiences and the participants are offered practical workshops, for example on business modelling. The Media Future Week is organized in cooperation with 11 universities of applied science.

So basically a great week where you spend a lot of time with your team, who are all people you have never met before but at the end of the week I had the feeling I’ve known them for a long time already. Besides working together on a concept I really enjoyed the guest lectures that we had. The speakers were really inspiring and some of them came all the way from America. Afterwards they would sit with your group or you were able to ask them questions. If you are doing a creative study and you get the opportunity to go here, Do It! You learn a lot, you work with motivated students, and it is a lot of fun. So start joining them of Facebook or follow them on Twitter so you are the first to know when the Media Future Week 2014 will be. Love, Tara




The eight Realms

he Multiverse Exploration Method helps your organization to search the infinite possiblity of value creation that lies on the digital frontier. Explore the fusion of Reality and Virtuality to discover new value creation opportunities for your organization. The Multiverse consists of eight different realms: Reality, Virtuality, Augmented Reality, Alternate Reality, Warped Reality, Augmented Virtuality, Physical Virtuality, and Mirrored Virtuality.

Reality:  Reality is what we are living in at this moment. Going to school, doing groceries, go to a restaurant or club. These are all things that are happening in real life and is called reality. (actual time, actual space, and actual matter)   Virtuality: Creating an entirely imaginative experience in a way that ignores time, space, and matter in the real world. A good example is the sims, where you can create a virtual world, with virtual people who are living a virtual life there. None of that is real and when you resume playing the game the time is not changed. (virtual time, virtual space, and virtual matter)  

Augmented Reality: Augmented reality can enhances the customer’s experience of the physical store. You can bring objects to life and give an extra experience and interaction to the object/product. A good example is the app from the staatsloterij. The app, the oudejaarsactie app, gave you the opportunity to bring your oudejaarslot to live and create your own perfect dream vacation. If you shared your perfect holiday you could a win a trip to physically be on that location during New Year’s Eve.  You create interaction with the smartphone as well as the oudejaarslot, you can zoom in to your island for example by moving your smartphone and put of fireworks. This way you get an experience to a ‘boring’object like a oudejaarslot. (actual time, actual space, and virtual matter)  Alternate Reality: Alternate Reality uses the real world as a virtual playground through websites, performances, media, e-mail and telephone. A good example of this is the Alternate Reality Game that was created for the Dark Knight. A movie that didn’t even needed the extra promotion but did it anyway. Fans could play the game where they had to do several assignments in real life. For example; be a the convention center at 10:00 in San Diego the next day or dress up like Joker. It was an entire game played in real life but in virtual space. (actual time, virtual space, virtual matter) 



s of the Multiverse Warped Reality: Warped reality enables the consumer to travel though the history or the future where the actual time and space remain the same. A good example is the virtual tour of the Anne Frankhuis. You can experience her life the same way as you are physically in the Anne Frankhuis but you go back in time. (Virtual time, actual space, actual matter).  Augmented Virtuality: Augmented reality brings digital objects into the real world. A good example of augmented virtuality is a 3D television. Where you are sitting in the living room, an actual space but you are in a virtual world, the 3d movie world. All the object in the movie come a live and they move around and it seems like you can touch them. ( virtual time, actual space, virtual matter). Physical Virtuality: Physical virtuality brings objects from the virtual world into the physical world. A good example of physical virtuality is Nike. You were able to create your own Nike shoe online (virtual) and eventually had the opportunity to buy these shoes. Your dream Nikes were produced and you could physically buy them in the store. (virtual time, virtual space, actual matter)  Mirrored Virtuality: Mirrored virtuality represents material objects into a digital environment but in real time. A good example is Buienradar, where a virtual space is created of a country/city but in real time. You can see how the weather looks like at this moment in Amsterdam and you can follow it to see whether it’s going it rain. Which is from actual matter for the people who want to whether they should leave now or an hour later. (actual time, virtual space and actual matter) 


Cross medial

The Voice of Holland A

crossmedial concept is a combination of different media who support and increase the concept but also includes the value of the viewer. More interaction is created between the concept and the audience and all the media are responsible for the experience of the concept. The most important aspects of a crossmedial concept are;   Storytelling; Connect vision, mission, motivation, attitudes, worlds to a brand or concept so it becomes real for the consumers and it will have value and experience for them.   Medium specific elements; reach to audience, emotional impact of viewers and the use of interaction through other platforms like your mobile phone.  Usability; the content should always be reachable for the consumers, they have to know how and where to do that.  


A good concept of a cross medial concept is the Voice of Holland. By the aspects of a cross medial concept this program will be explained.    Storytelling; The candidates who are participating on the Voice of Holland are real people. You get to know them, why do they participate, how do they feel, where do come from, there history etc. The viewers can relate with the persons on the show by watching all of this.     Medium specific elements; It’s a television program so they broadcast through television, but they use a lot more channels. Some of the candidates were selected by doing audition on the radio, a reality show is created where we can take a look in the life of the candidates and other programs discuss the Voice of Holland a lot. They have their own magazine which includes facts about the candidates, interviews but also about the interactive possibilities. A song has been

recorded about the show which is not only able to download but can also be bought in stores. They have a website, which during the show V-reporters who are writing stories during the show. On the website you can watch the show if you missed it, find extra material, read news, watch photos or listen to their online radio station. They have a Facebook page where fans can interact with each other and on Twitter are not only fans posting about the show but also all the candidates and judges. They have a web shop where fans can buy all sort of products with TVOH logo on it. The thuiscoach app gives you the opportunity to virtual be a judge and decide for which candidate you would turn your chair. During the program you can see how many of the viewers would turn their chair. The viewers can vote on their favorite candidates by sending a text with a mobile phone, and people who have UPC can vote through the red button. 

Usability; All the content is always available for the fans except for the thuiscoach app which can be used during the program and voting on your favorite candidates. All the other media channels are always available for the fans. During the show they name a lot of the different channels that you can use or look at, so the viewers are aware of the fact that they are existing. Also on the different channels they promote it, for example on the website is also a link to twitter and Facebook and you can see some tweets on there as well.    Co-Creation; The viewers are involved in the program because through the app they can also play for judges and see if they have the same opinion. They get to be a part of the show because they decide by voting who can stay in the show and who has to leave. Through the tweets they send they can give feedback on the show and the tweets are mentioned during the show.

The candidates can sign up for the program and have the choice to be a part of it. Not only can they audition on television but they can also do this on the radio. On the Facebook pages the fans have the opportunity to ‘work’ on the program in Your Voice where they can leave their comments and thoughts on the show.     Relevance: Because most of the channels are reachable at any time, fans can be a part of the show every day, every week. During the live show and the reality show they give a lot of notice of all the different channels that can be used. Several times during the shows they give updates on the tweets, voting and the people who are using the app at home. So people feel involved during the show because their participation gets noticed and they are informed well on what channels they can use if they would like to. 






Curriculum Vitae


The Great Gatsby I

went to see the Great Gatsby the other night and I just loved the movie. I’m a big fan of the 1920/Gatsby style and I would already go there to only see the clothing and the décor. But of course I went for the forbidden love story as well. The great Gatsby is an adaptation of F. Scott Fitzgerald’s Long Island-set novel, where Midwesterner Nick Carraway is lured into the lavish world of his neighbour, Jay Gatsby. Soon enough, however, Carraway will see through the cracks of Gatsby’s nouveau riche existence, where obsession, madness, and tragedy await. The movie is in 3d which in my opinion didn’t add that much value to the movie. The main characters are played by Leonarda Dicaprio and Carey Mulligan who are both great actors, so that made it the 3d worth. I loved the songs in the movie, which were all songs that we already knew but changed into a 1920 style. The movie is now shown in all the Pathe cinemas in Amsterdam, but if you don’t want to go to the big commercial theatre go to Studio K. They are showing the movie for less money and I like the place a lot better! Love, Tara

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his year the Amsterdam Light Festival takes place from December 7th through January 20th from 7 PM until 11 PM. The festival consists of four main pillars organized by the organization self. Between de Munt and the Amstel, the river and its surroundings area will be given a makeover of spectacular light sculptures made by light artist. Because Amsterdam is not the only city who organized this amazing festival, the Amsterdam Light Festival wants a fun WOM promotion to get more attention. Target group Because the Amsterdam Light Festival has different target groups we selected the stakeholders as target group. Because this is a very broad target group we narrowed it down to museums in Amsterdam only. Concept: Musea of colour A competition will be made for in several museums that would like to participate in the Amsterdam Light Festival. For example the Rijksmuseum; a well-known museum with a lot of art and who is already a stakeholder of the festival. A competition will be held



in the Rijksmuseum where people have to make their own painting, this could either be an assignment or a free painting, using neon colours markers and glow in the dark markers. When their painting is finished a photo will be taken, and because of the black light above the paintings you are able to see the nuon and glow in the dark effect on the photos. After making a photo of your painting the candidate is able to share it on Facebook and get as many likes and shares as possible. If a candidate has the most likes and shares he can be chosen for the final. The Rijksmuseum and the Amsterdam Light Festival will also place the photo on their own Facebook page and ask for advice which candidates are going to the final round. The winner will get an honoured place in the exhibition space during the last week of the festival, where all the paintings of the winners will be shown in a black light exhibition.  The winner will also be rewarded with a museum card where you get a free entrance for one year in every museum in the Netherlands.


Visitors target group The target group could be two groups. It will mainly be students or people up to 30 years, because they are active on Social Media and still like the competition spirit. They are outgoing and they like to be creative. Drawing is also popular with children so they could also be a target group. They could possibly work together with the museum and instead of making a drawing for Sinterklaas at home they make this drawing in the museum using the neon markers and glow in the dark markers. They are still able to put their painting in their shoe at the museum so they will get something nice from Sinterklaas. Promotion To get as much attention as possible the concept will be promoted before the festival using white billboards on several places in the city. Because the Amsterdam Light Festival is already working together with Philips we can arrange tablets that are connected to a beamer. People will be asked to help making a painting. On the tablets people can choose what they want to draw or if they want to erase a piece what the person before created. What they are

drawing will be shown through the beamer on a huge billboard somewhere in the city so everyone sees your creation. This will be done at night so that different colours will come out nicely. While people are busy drawing flyers will be handed out the Colours of Museum concept. On the flyer they can read what the concept is about, how they can participate or how they can sign up for the competition.  Besides this the Social Media will be used for the different museums that are participate the action. The museums will help promoting this because it is a package deal for them. By participating during the festival they get more awareness for the museum and by offering the festival a space where people can make paintings will attract more visitors to the museums.


WOM Success factors -  The concept looks like the Arial campaign where people outside making their own creation on a T-shirt which was a successful promotion campaign. - More awareness and promotion for the participating museums. - More awareness and promotion for the winner of the event. - More interaction with the visitors target group through the Social Media platform Facebook. Failure factors - Off course the weather could be a problem. If it is raining the billboard action is not very attractive. - There are not enough people who signed up for the event in the museum. - The Social Media part is not working like the organization expected. There are not enough people who like and share the candidates’ artwork photo. Proof The assignment was to promote and communicate the Amsterdam Light Festival and our concept through WOM. To proof that this actually will be communicated and that this is a well working idea for the museums we asked our Facebook friends their opinion. We have asked 328 people of Facebook for their opinion on the concept and we had a response of 150 people. A printscreen of the feedback is shown at the end of the magazine. A lot of them were positive, some mentioned the fact if they weren’t sure if a concept like this would make them want to go to the musea to participate in this competition. If the concept is chosen this will be a factor that should be thought of.









Light Festival








Gatsby magazine  

Tara Visser 497182 Minor Creative Industry Esther Bouw Fieke Sluijs