Audience

REMIX employs game mechanics (also known by the popular buzzword gamification) that takes advantage of psychological insights into what makes games fun and engaging. Game mechanics increase viewers motivation to engage with the story while multiple platforms (TV show, social network, and mobile game) allow varied entry points to the storyworld, each a potential point of capture for audience attention. The platforms are naturally aligned and feel integrated to retain the player across platforms once his or her attention is first captured.

Psychographics

The audience is young but tired and demoralized — the European I-studied-but-can’t-find-a-job generation, concerned with the economic crisis. An up-beat an hopeful program that educates the audience in an entertaining way is useful for the improvement of their lives and creates addiction (an thus a following) with its message of hope.

  • Social and Cultural Characteristics: Multicultural UK (possibly immigrant) background
  • State of Mind: Aspiring but Concerned w/ day-to-day economic crisis
  • Emotion: Unhappy
  • Attitude: Tired and demoralized

Demographics

REMIX aims at a young demographic but makes head-way into more youthful middle-aged groups. In terms of gender, the source of our content — pop culture of movie and music — is interesting for both genders.

  • Age: 15-35 demographic
  • Gender: M60% / F40%
  • Ethnic: Diverse, multicultural UK-audience
  • Education: High school to university education to a master’s degree
  • Income: Low to medium
  • Social Position: Student / Employed (but looking for more)
Competition: The target audience may chat with friends on Facebook and look at weekend party-pictures instead of watching television. This the generation where the effects of attention-economy are fully visible and must be met with appropriate aesthetic to deliver content successfully.

Communication Problem

The communication problem is that while the target demographics and psychographics have a very high awareness of pop culture, they have a 1) low awareness of cultural remixability, and 2) an attitude of a powerless consumer who believes he or she cannot create anything of value.

Objective

Inspire target audience for action in the coming week by:

  1. Increasing awareness of cultural remixability
  2. Change attitude from passive consumer to active producer

 

Continue reading about the Team