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New Media Advertising class group project at Sookmyung Women's University, ppt ver
Citation preview
INDEX
Category
Target Group
Action, Fantasy, Thriller
PG15, around age group of 15-20’s
3D Movie
America bestseller book based
Product
Characteristics
Released on 21st, November in Korea Premiere
Failure of the First movie of Hunger games in Korea
Usually,
Hollywood movies stand strong in Korea’s film market…
HOWEVER,
Cause : Lack of Marketing
Thor – Dark World Cloudy with a Chance of Meatballs 2
Action, Fantasy
Animation, Fantasy, Comedy
Universal
Universal
Active Celebrity Marketing
Thor – Dark World
Online Platform
Official website
Facebook(marvel Korea)
Tom Hiddleston came to Korea to
promote the movie
Cloudy with a Chance of Meatballs 2
Active Interactive Marketing
Food monster visit elementary school &
Food character making contest [Yomi Yomi Contest] Jung jun-ha, a famous comedian is a PR ambassador
He interview video to celebrate special day
Public relation [ PR Ambassador]
Facebook Fanpage
Public relation
Banner Advertising
Official website
How to they advertise?
Official website (American fans only) 1
Fans can involve in various
competitions and win prizes
Official website (American fans only)
Fans can involve in various
competitions and win prizes
1
To attract fans participation and to earn word of
mouth through fans’ sharing.
The Hunger Games Webtoon 3
Popular web-toon
cartoonist
Kim jae han
The Hunger Games Webtoon 3
Popular web-toon
cartoonist
Kim jae han
The Hunger Games cartoon was designed to
give overall context of the movie for the
effort to gain more interests of fans.
Public Relation 4
Idol marketing:
4miniute ambassador
Banner advertising 5
Spot video clip
Facebook Fanpage
Public relation
Banner Advertising
Official website
How to they advertise?
Facebook Fanpage
Public relation
Banner Advertising
Official website
How to they advertise?
S W
O T
IMAX and 4D version. Current marketing strategies are
only for increasing awareness of
the movie.
Jennifer Lawrence is getting popular Competitors’ aggressive marketing
A lot of attractive features that
can be used for marketing.
Hollywood Blockbuster is loved in
Korea’s film market.
Young Adults
15~20s
FUN ACTIVE
Key Concept
various interactive media
; make everyone feel to be a part of the movie
SNS Connection
Awareness Preference Sustainability
New media strategy
Awareness Preference Sustainability
New media strategy
Touch point: Hunger games official mobile application
the app enables one to accumulate badges that she or he can earn taking QR code.
Mobile Badge Competition
Touch point
Mobile media
Hunger games Heater
Magic mirror
Official poster Mobile gamess
Movie ticket
For people who suffer from the waiting time because
of the crazy cold weather.
Put a digital sign which is mockingjay with fire on the
bottom of the standing heater.
Touch point: OOH advertising for waiting shelter
When people download the application,
They can turn on the Heater of bus stop by their apps based on LBS.
Touch point: Interactive games promotion
Players use three beam projectors to provide full experience of one being inside the games not just with small monitor.
Players use technology that Wii currently has to play the games with actual arrow gadget.
Wii arrow gadget
At the Facebook, participants’ rankings will be posted on their walls with glimpse of promotional message of
Hunger games.
Hunger games costume designer ‘Judianna Makovsky’
Project Runway Korea
collaborating with the show, Project Runway Korea.
Touch point: OOH → ‘Magic Mirror’, a media pole which has a camera
The winner’s clothing will be displayed at movie theaters through [magic mirror], which uses augmented reality.
People can take their picture through this platform and easily share the experience on
their SNS channels.
Touch point: Collaboration with Lotte World amusement park.
interactive games called 4D shooting games
one uses a gun to shoot any enemies, or obstacles directly pointing at the screen to earn score, and these scores are later accumulated to decide the winner among the participants.
4D
Select interviewee between the hunger games members in the app!
Touch Point: Integration of Voice activity detection (VAD) technology and mobile application.
Do you have question?
Please ask me, I will answer you.
Character will answer you whatever you want to ask!!!
VAD (Voice Activity Detection) technology
THE BEST INTERVIEWER IN PANEM Juh******
Completed interview video is available for sharing on SNS, and [The Best interviewer of Panem] will be announced.
People can make their personal video by recording their voice! The recorded voice will be automatically overlapped in the trailer.
VAD (Voice Activity Detection) technology
recorded voice will be gathered and can be used for official trailer or spot video that can be promoted through on Facebook or other social networks.
recorded voice can be used for official trailer that can be promoted
through on Facebook!
Mobile Badge Competition
Mobile media
unified platform through mobile application
one eventually gets congruent message because the platform of our campaign is consolidated.
Current marketing: Only focusing on awareness stage (idol, online banner, etc)
1012076 홍보광고 강은정 1010763 문화관광 김보영 1010627 영어영문 박은하 1010757 문화관광 엄주현
1012970 앙트러프러너십 장윤정 0912158 홍보광고 남궁민지
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