Discovery & Research

1 on 1 interviews

“Pirating is just part of our society… everybody does it”

“If I have the chance to not spend money on something I don’t have to, I obviously don’t”

“i don’t feel like I steal anything, it’s not like going into the store and taking things”

“I have never purchased a movie online, it just doesn’t make sense to me”

secondary research

Interacting in forums & comment sections

Insights

you can change the law. but not the habit.

things will not change as long as there is free content available

Insights

Insights

people are aware that what they are doing is wrong,

BUT no fear of consequences + law not enforced strictly enough

Insights

everybody has a different reason why they share, download, stream

Online Piracy is often complementing legal purchases

Insights

Insights

people have opinions on why sharing should be legal

(/is actually legal),how to improve availability

,other solutions to the problem

Insights

Online piracy is not publicly discussed

IDEA

www.lennartfleschhut.com/sincerelypirate

Features

Confession page, to pick up #sincerelypirate and use on Twitter or leave anonymous confession

Discussion page, to utter personal opinion and engage in existing discussions

Projects page, featuring innovative approaches to offer alternatives to illegal downloading

Articles page, displaying the most recent articles published related to the topic

About page, explaining the concept of the project

Promotional Plan

Promotion

1. Reach out to friends to get some traction, posts, features/image on blog

2. Email websites, blogs like SF Bold Italic, Torrentfreak, HuffPost w/ call to action

3. Retweet users that used #s related to the topic &/or talked about the topic

4. Tweet to users/institutions that (might) be interested in the topic w/call to action

Content Strategy

Content Strategy

personally created content to start: Tweets, discussion questions

post articles about the topic from the last 30 days

integrate projects related to media consumption and feature on website

user created content: Tweets -> retweet, tweet anonymous posts, discussion participation

Traction so far

Website:

268 viewes

6 anonymous confessions

0 discussion participation

Twitter:

5 followers

#Sincerelypirate: 1

Whats next?

reach out to more people

offline promotional event

update project and article sections regularly

tweet anonymous confessions

retweet Twitter confessions

a project by

Lennart Fleschhut

lennart.fleschhut@gmail.com

fromgermanytosfandbeyond.tumblr.com

ADV_462_Digital Strategy

Fall 2014

www.lennartfleschhut.com/sincerely-pirate

@sincerelyprate