Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work.
“Operation C.Z.A.R”, short for Corporate Zombie Active Resistance, is a strategic communications campaign designed as a five-week Alternate Reality Game (ARG) undertaken by four final-year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. The first...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/49029 |
| _version_ | 1824453405971578880 |
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| author | Poh, Wee Koon. Ooi, Eldon Zhi Yi. Sim, Walter Mao Xian. Tay, Hendric Poh Teck. |
| author2 | Wee Kim Wee School of Communication and Information |
| author_facet | Wee Kim Wee School of Communication and Information Poh, Wee Koon. Ooi, Eldon Zhi Yi. Sim, Walter Mao Xian. Tay, Hendric Poh Teck. |
| author_sort | Poh, Wee Koon. |
| collection | NTU |
| description | “Operation C.Z.A.R”, short for Corporate Zombie Active Resistance, is a strategic communications campaign designed as a five-week Alternate Reality Game (ARG) undertaken by four final-year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. The first student-led initiative in Asia targeted undergraduates from NUS, NTU and SMU aged 19 to 25, with the objective of enabling them to properly manage the school-to-work transition. The multi-dimensional campaign builds on nascent frameworks by HPB and MCYS in this respect, instead of adopting tried-and-tested means of conveying work-life harmony strategies to the incumbent workforce. In a narrative driven by fictional elements, the ARG manifested through gamification on offline (98.7FM, guerrilla events etc.) and online (social media, websites etc.) platforms. It succeeded in raising awareness of the means available for an undergraduate to manage school-to-work transition, evident from a pre-and-post campaign survey. The campaign has been featured as a case study on industry publication ‘Campaign Singapore’, an offshoot of ‘Campaign Asia’. This paper discusses research on ARG and audience participatory methods that steered the campaign direction, strategies employed to achieve campaign objectives, an evaluation of the team’s efforts and valuable lessons the students gained from the experience. |
| first_indexed | 2024-10-01T07:59:49Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/49029 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:59:49Z |
| publishDate | 2012 |
| record_format | dspace |
| spelling | ntu-10356/490292019-12-10T12:13:13Z Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work. Poh, Wee Koon. Ooi, Eldon Zhi Yi. Sim, Walter Mao Xian. Tay, Hendric Poh Teck. Wee Kim Wee School of Communication and Information Tim Clark DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns “Operation C.Z.A.R”, short for Corporate Zombie Active Resistance, is a strategic communications campaign designed as a five-week Alternate Reality Game (ARG) undertaken by four final-year students from Wee Kim Wee School of Communication and Information, Nanyang Technological University. The first student-led initiative in Asia targeted undergraduates from NUS, NTU and SMU aged 19 to 25, with the objective of enabling them to properly manage the school-to-work transition. The multi-dimensional campaign builds on nascent frameworks by HPB and MCYS in this respect, instead of adopting tried-and-tested means of conveying work-life harmony strategies to the incumbent workforce. In a narrative driven by fictional elements, the ARG manifested through gamification on offline (98.7FM, guerrilla events etc.) and online (social media, websites etc.) platforms. It succeeded in raising awareness of the means available for an undergraduate to manage school-to-work transition, evident from a pre-and-post campaign survey. The campaign has been featured as a case study on industry publication ‘Campaign Singapore’, an offshoot of ‘Campaign Asia’. This paper discusses research on ARG and audience participatory methods that steered the campaign direction, strategies employed to achieve campaign objectives, an evaluation of the team’s efforts and valuable lessons the students gained from the experience. Bachelor of Communication Studies 2012-05-14T03:27:33Z 2012-05-14T03:27:33Z 2012 2012 Final Year Project (FYP) http://hdl.handle.net/10356/49029 en Nanyang Technological University 299 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns Poh, Wee Koon. Ooi, Eldon Zhi Yi. Sim, Walter Mao Xian. Tay, Hendric Poh Teck. Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work. |
| title | Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work. |
| title_full | Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work. |
| title_fullStr | Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work. |
| title_full_unstemmed | Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work. |
| title_short | Operation C.Z.A.R: corporate zombie active resistance — an alternate reality game campaign on undergraduate transition from school to work. |
| title_sort | operation c z a r corporate zombie active resistance an alternate reality game campaign on undergraduate transition from school to work |
| topic | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns |
| url | http://hdl.handle.net/10356/49029 |
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