Hannah Schober - Social Media Campaign FINAL

                My project is a social media campaign for FoodNetwork revolving around the launch of a new app expansion called Open the Basket. I used existing photos of the real FoodNetwork mobile application, Photoshopped in my own designs, and finished my work on May 21, 2012.

                The medium for this project was Photoshop for the app design, and InDesign for the layout. It is all digital work, and uses print screens from websites as well. The subject is the competition show programming on FoodNetwork, like Chopped, Cupcake Wars, and Sweet Genius, and to develop an application to make those recipes available and stir interest in the shows’ concepts. The secondary subject was a spin wheel screen for users to take their own mystery ingredient challenges, and post them on Twitter. The compositional elements all had to tie back into FoodNetwork’s scheme, since I was developing and extension product. I used FoodNetwork’s identifiable red logo for consistency, used the same color buttons and backgrounds, and in tribute to FoodNetwork  Nighttime’s tightly kerned under case font, I modeled my app name typeface after it. These factors all helped to tie my new app to the current one in brand essence and recognition.  As the creator, I bring a passion for food, cooking, and trying new things. I used my own experience as a FoodNetwork consumer, knowing there were no recipes available from the competition episodes, and I used my insight that most viewers of these programs watch while wishing they had the skills to accomplish these same culinary feats. Because I possessed these insights, I think I was able to create a successful campaign. This is consistent with my classmates insights about their brands or passions that allowed them to also be successful. Our hearts are in it, and that is what fuels the success. As for designers, I do not know who created FoodNetwork’s social media app, but I stayed consistent with their work to tie in my ideas and thus they inspired my work. My purpose and intent is to create an app that caters to a market I know is not being reached, and to spark the competitive spirit in that market. I wanted viewers like me to have a chance at the thrill these competition shows offer.

I believe I was successful. My strengths are that I have market research insight, being part of the target, and having knowledge of the shows themselves. My weakness is that I do not own a smartphone, and could not actually peruse the current FoodNetwork app. I feel it would have given me better insight into the layout of their application, and a better understanding about the limitations of mobile apps.