Crossmedia Principles
by Zoë Grivel
1. User-generated conent
1.1. #LikeAGirl: Fan based performed tweets about personal stories.
1.2. Old Spice: Online and offline buzz from celebrities, along with parody videos.
2. Interactivity
2.1. #LikeAGirl tweets.
2.2. Old Spice creates a dialogue between Mustafa and the viewer.
3. Continuity vs. Multiplicity
3.1. #LikeAGirl shows people from all ages and races, thus being multiplicit.
3.2. Old Spice only uses Mustafa, thus being continuous.
4. Spreadability vs Drillability
4.1. #LikeAGirl had 90 million views, 1 million shares, and 177.000 tweets in the first three months.
4.2. Old Spice had 5.9 million views on the first day.
