ADPR 3100 1st Edition Lecture 20 Outline of Last Lecture I First lecture for exam 3 Outline of Current Lecture II Immersive media Current Lecture Immersive media Definition Real places virtual places Types o Displays o Games o Facial profiling o Pranks o Events Media types Static dynamic immersive o Environments real or virtual o Out of home websites combination o Involvement exploration o Social tie in Real places Apotek hair care products o Key message gives you healthy hair o Concept makes your hair come alive Pepsi Max o Key message Tastes great o Concept Unbelievable Volkswagen o Key message acting responsibly can be fun Ad where they turn staircase into piano so more people want to take the stairs These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Real places facial profiling Really useful in immersive environment use of webcams that can discern through appearance gender age and if you are smiling or not then respond to the person it sees and what he she is doing Real places games Involves people in a competitive sense Challenge Asics Run With Ryan Virtual places Games Smart phone campaigns Durex iPhone baby o Durex condom ad app on phone that pretends you have a baby cries etc to show what could happen Doritos Snack strong o prepare to take snacking to a higher level Involvement Australia post postal video stamp o Postage stamp with QR code o Video your message linked to QR code Recipient receives package scans QR code to view your video message Pranks A joke you play on unsuspecting people joke pays off with the key message LG flat screen TVs o Feature sharp clear bright picture o Concept Ex people in elevator and they pretend the floor is falling Ex urinal in mens bathroom they have images of women on the screen looking at them Useful in promoting horror movies lately o Scary baby screaming Real places events Sony Viao P Series Lifestyle PC o Very small light fits into handbag o Powerful 3G wireless GPS Ideal accessory to any fashionable event Marriage T Mobile Its network keeps you in touch Concept life s for sharing Immersive media Not information delivery but involvement o User directed involvement Users can chose how they want to be involved not required to do anything o Do things not just standing around and watching o Allows for exploration o Connects users to the brand and puts the brand in the middle of their regular day to day routine o the point is to experience the message Creative toolbox Media types static dynamic immersive Organizations o Toolbox has different options you can organize ad as pitch story montage or headline visual Technique o Visual metaphor synergy characters plot involvement and exploration o These are the tools creatives have You have to know how to use these tools well
View Full Document
Unlocking...