SHORTCOMINGS OF D.I.F.F. (i.t.o. memetic currency) AND SUGGESTIONS #A

Lack of information. Too much information and too many movies shown at once. Not being able to remember which day a certain movie shows. Lack of information other than movie booklet (if information is not readily assimilated through this format, it is difficult to gather reliable information other than friend(person-to-person network)>>

Internet awareness and forum presence

The Internet is still an under-utilised resource. Setting up a forum (or using an existing service) the brand can communicate with the computer literate and active, as well as disperse massive amounts of information. An agent dedicated to updating, answering queries and dispersing information throughout information points will be very effective.

From here, the experiencor will be invited to join the online community, where research can be conducted. The experiencor will be encouraged to add their own information through blogs, forums, discussion groups, reviews, suggestions and photos. This will aid in the generation of two-way dialogue between brand and experiencor.


Information and viral agents

Free flowing information is vital to a system that has as much information as the D.I.F.F. at present, the booklet is the only information mechanism available and being used. In street research, it has been found that people trust information from someone they know, rather than a print or aural mechanism. The ideal scenario would be to have information agents who are fully versed in the Festival information stream. These people are young, hip, trendsetters and early adopters who are technology savvy, friendly and accessible to people. They enjoy sharing information and connecting people up to cool information and events. These agents are trained and schooled in the scheduling, shown promos of bigger releases and sent to various venues in the days leading up to and including the Festival. They act as Brand Ambassadors, and are effective in reaching targeted segments (see below)

Seeding

This is the process of dividing society up into individual areas or sectors, known as segments. These segments can be aligned as required. Typical segments for the Film Festival may include:

Foreign Language Films à Language Students, Backpackers, Hostels, Embassies,
Japanese Anime à Martial Art Schools, Bookstores, Music, Design, Street Art


These segments will determine themselves according to the line-up and nature of the movies themselves.

Live assistance

Wireless communication ( MMS/ SMS/ Bluetooth Applications)

Information can also be transmitted very easily with Bluetooth and Wireless functionalities available to us presently. In conjunction with an event, these resources can be used to send specific information, trailers and quirky information that, in ideal circumstances, be passed from phone to phone. This is an example of allowing the network to do what it does best - connect with those who seek >>