Kim Long Vietnamese Restaurant is a small family owned and run business located in Spring, TX. While they have a large following of regular customers, they have a weak social media presence, which lowers their potential for attracting new younger customers. Launching a TransmediaTM campaign that tells the owner’s story and invites new and regular customers to follow along. This creates a stronger connection with the audience, promoting a strong emotional and business relationship.
Launch a TransmediaTM campaign that tells the business owner’s story with unique story elements spread across three or more media platforms. All campaign assets have been compiled into a book template, hence the page spread format that most images are displayed in.
Working with the family that operates Kim Long Vietnamese Restaurant (KL), we drafted a fictional story based on their private lives and characterized each family member. Furthermore, I created extra visuals and texture packs to strengthen their already-established brand aesthetics.
To better understand where KL stood, I…
After all this research, we set reasonable goals to hit on all social media platforms, to benchmark our progress, and gauge success.
To conduct a TransmediaTM campaign, vital story elements had to be split among, at least, 3 media platforms. For this campaign, we chose to launch 3 social media accounts…
Regular customers, know or are familiar, with most faces in the family. Considering KL is only run by a family of four, I created introductory posts to act as background information before the main story carrier is released.
As an additional form of interaction, I hosted a livestream, where viewers can ask questions and learn about our personalities.
All assets throughout the TransmediaTM campaign have led up to the release of KL’s official strip comic, published on Webtoon. This ongoing comic acts as the campaign’s primary story carrier.
This was my first-time hand drawing a comic, but it was arguably the most enjoyable portion of this experience, for me, due to my background as an art hobbyist.
As far as social media interactivity goals, we’ve managed to hit all benchmarks and milestones.
quantified results include...
Click here to view Kim Long's full TransmediaTM Production Bible.
While the Tik Tok videos and Instagram posts did remarkably better than anticipated, the Webtoon comic did not reach the audience as well, despite its role as the primary storyteller. This is most likely due to a lack of promotion from the beginning of the campaign and the platform’s lack of popularity, compared to the mega-popular apps, Tik Tok and Instagram.
Design a vinyl album cover for a musician of my choosing in the style of a historically famous artist.
Create 5 18’x11’ posters that establish a timeline and highlight the importance of the innovation and its corresponding inventor.
Create a functional 4-piece stationary system consisting of a 8.5”x11” letterhead, 9.5” x 4.125” envelope, a 3.5” x 2” business card, and a 3” x 3” sticky note pad.
Design an attractive coupon, tailored to each customer’s preference and respect mailing guidelines. Requirements were to include variable images, text, and coupon offers on a 6” x 4” postcard.
Create a website that visitors can use to find important information, such as the menu, operating hours, the yearly holiday schedule, as well as campaign details and assets.
Launch a TransmediaTM campaign that tells the business owner’s story with unique story elements spread across three or more media platforms.
Create a comedic animation, that show basic understanding of animating a humanoid object, such as squash and stretch, arc movements, perspective, and anatomy.
Provide cost estimations for the client’s desired print production job, in addition to a report on their sales forecast.
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