Correction to HLN Team: Saif, Misty and Stephen

I accidentally omitted some of the most important and thoughtful parts of the creative brief pdf that Stephen sent to me last week. Here it is in it's entirety (although the images are missing..which are fantastic and you'll hopefully see on Thursday at their presentation. My apologies.

2011: The Year in Review for You

“HLN is talking about the same things you are”.
The Year in Review Web App

The Year in Review web application is part of the HLN website. It uses Facebook Connect to generate an appealing, interactive info-graphic that shows the user what news they shared on Facebook in 2011, and how that fits into the wider world of news. The infographic is overwhelming in the amount of information it presents you, hooking
users with it’s addicting functionality.

How It Works
People will learn about the Year in Review web app:
• when they see an ad for it on HLN television.
• when they see it advertised on www.hlntv.com
• when they see their friends using the app on their Facebook wall.

When users go to the Year in Review, they are prompted to sign in using Facebook connect. Upon signing in, the Year in Review scans your Facebook wall for news that you have shared over the past year. It then finds related articles, ultimately including content from the HLN website. The user is presented with an interactive info-graphic that shows how the news the user shared is connected with other news articles on the internet.

Example: Stephen shared a news article about the Casey Anthony case on Facebook. This contains similar keywords to another about Casey Anthony. The next article contains similar keywords to a video clip on the HLN website.

The Viral Edge
As people use the Year in Review, it will, of course, show up on Facebook. So, once Stephen has used the Year in Review, it shows up on Saif and Misty’s Facebook wall. Being curious, they click the links to see what it is. Now that they are using the web app, they see what Stephen has shared, what they have shared, and how everything is interrelated. They end up killing a lot of time on this app. At the end of the day,
the users feel like HLN is talking about the same things that they are.

Advertising Opportunity & the TV Tie-In
Since the web app ultimately tries to tie the user’s Facebook posts back to HLN news,
people will end up watching videos on the HLN website. 30 second video ads an be
run on all the HLN videos. These videos, being clips of HLN TV personalities, will
ideally make the user hungry for more. They hopefully become HLN viewers, if they are
not already.