Immersive mediaDefinitionReal places, virtual placesTypesDisplaysGamesFacial profilingPranksEventsMedia typesStatic, dynamic, immersiveEnvironments (real or virtual)Out of home; websites; combinationInvolvement; explorationSocial tie-inReal placesApotek hair care productsKey message: gives you healthy hairConcept: “makes your hair come alive”Pepsi MaxKey message: Tastes greatConcept: “Unbelievable”VolkswagenKey message: “acting responsibly can be fun”Ad where they turn staircase into piano so more people want to take the stairsReal places: facial profilingReally 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 doingReal places: gamesInvolves people in a competitive senseChallengeAsics, “Run With Ryan”Virtual places: GamesSmart-phone campaignsDurex, “iPhone baby”Durex condom ad, app on phone that pretends you have a baby (cries, etc. ) to show what could happenDoritos, Snack strong“prepare to take snacking to a higher level”InvolvementAustralia post: postal video stampPostage stamp with QR codeVideo your message, linked to QR codeRecipient receives package; scans QR code to view your video messagePranksA joke you play on unsuspecting people, joke pays off with the key messageLG flat-screen TVsFeature: sharp, clear, bright pictureConcept:Ex) people in elevator and they pretend the floor is fallingEx) urinal in mens bathroom, they have images of women on the screen looking at themUseful in promoting horror movies latelyScary baby screamingReal places: eventsSony Viao P Series Lifestyle PCVery small, light, fits into handbagPowerful; 3G wireless, GPSIdeal accessory to any fashionable event“MarriageT/MobileIts network keeps you in touchConcept: “life’s for sharing”Immersive mediaNot information delivery, but involvementUser directed involvementUsers can chose how they want to be involved, not required to do anythingDo things—not just standing around and watchingAllows for explorationConnects users to the brand and puts the brand in the middle of their regular day to day routine*the point is to experience the messageCreative toolboxMedia types: static, dynamic, immersiveOrganizationsToolbox has different options, you can organize ad as pitch, story, montage, or headline/visualTechniqueVisual metaphor, synergy, characters, plot, involvement and explorationThese are the tools creatives haveYou have to know how to use these tools wellADPR 3100 1st Edition Lecture 20 Outline of Last Lecture I. First lecture for exam 3Outline of Current Lecture II. Immersive media Current LectureImmersive media-Definition -Real places, virtual places -Typeso Displayso Gameso Facial profiling o Prankso Events  Media types- Static, dynamic, immersiveo Environments (real or virtual) o Out of home; websites; combination o Involvement; exploration o Social tie-in Real places - Apotek hair care productso Key message: gives you healthy hair o Concept: “makes your hair come alive” - Pepsi Max o Key message: Tastes greato 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 stairsThese 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 strongo “prepare to take snacking to a higher level”  Involvement- Australia post: postal video stamp o Postage stamp with QR codeo Video your message, linked to QR codeRecipient 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 TVso Feature: sharp, clear, bright pictureo 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 handbago Powerful; 3G wireless, GPS - Ideal accessory to any fashionable event- “Marriage - T/MobileIts network keeps you in touch Concept: “life’s for sharing” Immersive media - Not information delivery, but involvemento User directed involvement Users can chose how they want to be involved, not required to do anythingo 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 regularday to day routine o *the point is to experience the message Creative toolbox- Media types: static, dynamic, immersive- Organizationso Toolbox has different options, you can organize ad as pitch, story, montage, orheadline/visual - Techniqueo Visual metaphor, synergy, characters, plot, involvement and explorationo These are the tools creatives have - You have to know how to use these tools