"We use a comprehensive campaign approach, which we’ve coined 360° Storyweaving. An optimum 360° Storyweaving Campaign includes three distinct phases:
The Creation Phase, where we create and design the storyworld and story components around an original concept;
The Immersion Phase, where we design and plan strategy on how to immerse the audience further into the storyworld through thematic merchandising and media blurring;
The Community Phase, where we build communities through online engagement and interactivity as well as implement social outreach, which springs from the original purpose and theme of the project.
For us, the actual construction of the storyworld takes place in the Creation Phase, so that’s what we’ll focus on in this obnoxiously long blog entry. Here are the four most important rules we follow" ...