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The Hunger Games newmedia strategy in Korea (강은정,김보영,남궁민지,박은하,엄주현,장윤정)
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Team Mocking JayNew media Advertising
ANALYSISSITUATION
ANALYSIS.TARGET
Key Concept Solution
INDEX
SITUATION ANALYSIS
New media Advertising
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 KoreaPremiere
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
New media Advertising
Failure of the First movie of Hunger games in Korea
Usually,
Hollywood movies stand strong in Korea’s film market…
New media Advertising
HOWEVER,
Cause : Lack of Marketing
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionMARKET
New media Advertising
Thor – Dark World Cloudy with a Chance of Meatballs 2
Action, Fantasy
Animation, Fantasy, Comedy
Universal
Universal
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionCOMPETITOR
New media Advertising
Active Celebrity Marketing
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionCOMPETITOR
Thor – Dark World
Online Platform
Official website
Facebook(marvel Korea)
New media Advertising
Tom Hiddleston came to Korea to
promote the movie
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionCOMPETITOR
Cloudy with a Chance of Meatballs 2
New media Advertising
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?
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
New media Advertising
Official website (American fans only)
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
1
Fans can involve in various
competitions and win prizes
New media Advertising
Official website (American fans only)
Fans can involve in various
competitions and win prizes
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
1
To attract fans participation and to earn word of
mouth through fans’ sharing.
New media Advertising
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
The Hunger Games Webtoon3
Popular web-toon
cartoonist
Kim jae han
New media Advertising
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
The Hunger Games Webtoon3
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.
New media Advertising
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
Public Relation4
Idol marketing:
4miniute ambassador
Banner advertising5
Spot video clip
New media Advertising
Facebook Fanpage
Public relation
Banner Advertising
Official website
How to they advertise?
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
New media Advertising
Facebook Fanpage
Public relation
Banner Advertising
Official website
How to they advertise?
ANALYSISSITUATION
ANALYSISTARGET
Key Concept SolutionPRODUCT
Only Focusing Awareness!!
New media Advertising
ANALYSISSITUATION
ANALYSISTARGET
Key Concept Solution
S W
O T
IMAX and 4D version.Current marketing strategies are
only for increasing awareness of
the movie.
Jennifer Lawrence is getting popularCompetitors’ aggressive marketing
A lot of attractive features that
can be used for marketing.
Hollywood Blockbuster is loved in
Korea’s film market.
New media Advertising
Young Adults
15~20s
FUN ACTIVE
ANALYSISSITUATION
ANALYSISTARGET
Key Concept Solution
New media Advertising
Key Concept
various interactive media
; make everyone feel to be a part of the movie
SNS Connection
ANALYSISSITUATION
ANALYSISTARGET
Key Concept Solution
New media Advertising
THE SOLUTION:Digital Touch point Design
Awareness Preference Sustainability
New media strategy
ANALYSISSITUATION
ANALYSISTARGET
Key Concept Solution
New media Advertising
Awareness Preference Sustainability
New media strategy
ANALYSISSITUATION
ANALYSISTARGET
Key Concept Solution
New media Advertising
Hunger games Mobile Badge
competition
Touch point: Hunger games official mobile application
the app enables one to accumulate badges that she or he can earn taking QR code.
New media Advertising
Mobile Badge Competition
Touch point
Mobile media
Hunger games Heater
Magic mirror
Official poster Mobile games
Movie ticket
New media Advertising
Hunger games digital heater sign
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
New media Advertising
New media Advertising
When people download the application,
TURN on heat App!!!
New media Advertising
They can turn on theHeater of bus stop by their apps based on LBS.
TURN on heat App!!!
Integrated Touch Point MarketingTouch 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.
Integrated Touch Point Marketing
Hunger games costume designer ‘Judianna Makovsky’
Project Runway Korea
Design hunger games clothing + Magic Mirror Project
collaborating with the show, Project Runway Korea.
Touch point: OOH → ‘Magic Mirror’, a media pole which has a camera
New media Advertising
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.
New media Advertising
Interactive Shooting games for Hunger games
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
New media Advertising
Select interviewee between the hunger games members in the app!
Touch Point: Integration of Voice activity detection (VAD) technology and mobile application.
Voice Overlapping: #1INTERVIEW with the Hunger games participants
New media Advertising
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
Voice Overlapping: #1INTERVIEW with the Hunger games participants
New media Advertising
Voice Overlapping: #1INTERVIEW with the Hunger games participants
THE BEST INTERVIEWER IN PANEMJuh******
Completed interview video is available for sharing on SNS, and [The Best interviewer of Panem] will be announced.
New media Advertising
Voice Overlapping:#2 Make a Digital Movie trailer on my own
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
New media Advertising
Voice Overlapping:#2 Make a Digital Movie trailer on my own
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!
New media Advertising
CONCLUSION
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 강은정1010763 문화관광 김보영1010627 영어영문 박은하1010757 문화관광 엄주현
1012970 앙트러프러너십 장윤정0912158 홍보광고 남궁민지