Ideas

unreal fascination.Weekly World neWsMarch 2012Developed at the Post Advertising Summit

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a Quick recaP

Brief: Make Weekly World News relevant for a digital audience.Archetype: The Trickster. This is a fusion of The Joker (primary archetype) and The Outlaw (secondary archetype). The Trickster embodies a bolder type of Jester who creates playful, exciting moments and stirs up trouble by doing something that’s not entirely accepted or expected.

Platform: Unreal Fascination

Pillars:• Life is stranger than truth• Unreported news• Making the untrue believable/making the para normal

• Unexpected stories

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MoBile aPPlication

unreal alert.

creatiVe concePt. Unreal Alert

What it isA mobile citizen journalism app that collects unreal moments and pushes them out to users. Users can interact with the stories to spread the fascination by liking, commenting, sharing or voting on whether the story is real or fake.

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creatiVe concePt. Unreal Alert

hoW it Works1. User uploads. Users capture unreal moments via video, photo and text. They upload and categorize their stories (alien abduction, celebrity sighting, animals, weirdos), which are automatically geo-tagged. 2. Push notifications. Users receive an “Unreal Alert” that prompts them to view trending stories, latest news, or moments that happened right where they’re standing. 3. Dashboard. Users can login to the app to see a stream of the latest uploads where they can like, comment, vote and share.

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creatiVe concePt. Unreal Alert

Why it Works• Positions users as citizen reporters, creating affinity for and

loyalty to WWN

• Creates a powerful, interactive community based around WWN

• Gives users reasons to return to WWN because they identify themselves as WWN creators

• Increases brand awareness through the shared fan-produced content

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PuBlishUFOs Exist! “At first I thought it was a bird or a (beautiful, spiritual) plastic bag, but then I realized it was something else entirely--a dull black disk that shimmered around the edges as if it were going to disappear any second. All of a sudden smoke started pouring out! I took a quick video of it so you can see for yourself. Something strange is happening...I can feel it...”

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Push notification A woman receives an Unreal Alert on her phone.

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Geo-location eXPerienceIn this mode a user’s location automatically triggers stories about recent and historical unreal moments that happened nearby.

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dashBoardOn the left side of the dashboard, users will see an aggregated newsfeed of latest unreal sighting notifications in real-time.

On the right side of the dashboard, users will see a list of the alerts they’ve submitted, with a percentage that shows how many other users believe their story to be true.

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Personal story PaGe

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Personal ProfileThe profile gives each user a space to introduce themselves to other Unreal Reporters. It serves as a personalized space that allows others to get a sense of who the user is as well as browse the articles they’ve submitted.

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