“Risky Business”

By Eli, Tom, Mel & Mia

Media Production CompanyThe characters

Naturally Square is a water bottle company.

They decide to enter the digital world by creating a social media presence and overhauling their

slogan, logo & water bottle design.

The premise

“On one hand, convergence represents an expanded opportunity

for media conglomerates, since content that succeeds in one sector can spread across other platforms.

On the other, convergence represents a risk since most of these media fear a fragmentation or erosion

of their markets.”

– H. Jenkins

Convergence represents risk

Promo Video

The Flavours

The Backlash

Pepsi’s Social Media Fail

The Inspiration

Pepsi’s Social Media Fail

The Inspiration

Main BlogMedia production company office space

Main BlogMedia production company office space

Carl Perkon’s

Facebook & Twitter Profiles

Company Website

Marketing

Team Blog

+

Company

Website

Twitter

Facebook

YouTube

Diagram

The End of the Transmedia Narrative

21stMay2012

· Naturally Square Apologises for “M isguided” Campaign

· Recalling New Flavours

· Returning to original logo and slogan

Naturally Square, a subsidiary of Wilson & Sons Brewing Pty Ltd, would like to

formally respond to the recent concerns over its social media strategy.

Naturally Square recognises that there was a misguided attempt to join existing social

media channels without having undergone significant research in the predevelopment

phase. Naturally Square, in its attempt to appeal to a younger demograp hic,

misjudged the demand for change and sincerely apologise to their exisiting clientele

and stakeholders for there legitimate concerns over the past month. I t has been a

difficult time at Naturally Square, as the criticism has taken an emotional toll on the

employees at the Head Office in M elbourne, Australia.

Naturally Square have decided to rollback their plans in the area of social media to

focus on brand rebuilding and reestablishing trust between themselves and their

existing clientele.

As a result of this decision, Naturally Square’s Facebook, Twitter and YouTube

accounts will be deleted, along with the “New Flavor” Campaign. Naturally Square

will recall the new flavors from supermarkets and grocery stores and continue to sell

the iconic original Naturally Square water.

Additionally, the original logo and slogan, “There M ust Be Something in the Water”

will be phased back into marketing material and water bottle labels.

Naturally Square has been extremely humbled by the criticism over the past mo nth,

and look forward to quenching Australia’s thirst once again.

CONTACTS

Investors and Analysts

Carl Perskons

Group Chief Financial Officer

Tel: 02 9650 1219

Official Press Release

M edia

Sue Jessup

Head of Corporate Communications

Tel: 02 9652 1012

Naturally Square Head Office Level 2, Building 9, Bowen Lane Melbourne, Australia

• Naturally Square

Apologises for

“Misguided”

Campaign

• Recalls New Flavors

• Returns to original

logo and slogan