Love, Sarah

Younger generations in particular are now accustomed to a “my pace” lifestyle, which is considerably problematic for hurried persons like myself.

Work dependency. I truly hope my future job will be enjoyable to the point of dependency.

I think the easiest indicator of risk is stress. It’s a personal guage.

On 07/22/10, Disqus <> wrote:

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Cody Sumter wrote, in response to Zack Zaban:

I've kept a search feed going on TweetDeck over the past month for mentions of DroidLanding and your post actually reminded me to finish/publish mine.

Any campaign of this nature needs to shift from setting the stage/building interest to the actual content – your goal being maximum engagement. In ARGs (Alternate Reality Games) there is something known as a rabbithole or trailhead. This is the entry point to the game/campaign – some initial puzzle, clue, website or twitter account that serves as the initial interest builder/teaser. This is exactly what you describe with some of the earlier tweets. It provides atmosphere and hints of what is to come.

One of the main issues, in my opinion, was that the followers/community assumed that the game had actually started when, in fact, the campaign was still at the trailhead, waiting. Players got ahead of the puppetmasters/architects and attempted to engage with a unintended experience.

As for the length of this campaign I feel that it has come to its conclusion. They gave the clue to unlock the log section of the droiddoes.com site and I get the feeling that they will use that next. Whenever that happens @DroidLanding will probably send out a message about it but I don't think it will be an integral part this campaign's next chapter.

Site URL: http://twitter.com/codys
IP address: 159.140.254.10
Link to comment: http://disq.us/hvkdk

Zack Zaban wrote:

It's interesting that you looked at this campaign from a gaming perspective and not solely from a marketing perspective (I just read your post at http://www.codysumter.com/2010/07/20/droidlandi...).I wouldn't say that the strategy necessarily changed over the course of the month. The content on the @droidlanding account definitely made a shift from sparking curiosity. Compare an early tweet saying "ATTN: Droid designate #5 escaped secure location 6 hours and counting. Witnesses noticed it heading in a southern direction" with later tweets promoting the YouTube page. The copy is different in nature. However, both support what, in my mind, appears to be the main goal and strategy of this campaign: promote curiosity and desire for Droid X.I wonder if this campaign will stem into the distant f…

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<font color=”#a52a2a” face=”Helvetica” size=”2″>Zachary Zaban</font><font face=”Helvetica” size=”2″>
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<div><font color=”#a52a2a” face=”Helvetica” size=”2″>University of Wisconsin-Madison </font></div><div><font color=”#a52a2a” face=”Helvetica” size=”2″>School of Journalism and Mass Communication
zzaban@wisc.edu
651-245-1216 </font></div>