IMY320Individual Assignment

individual research assignment IMY320

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IMY320Individual Assignment

individual research assignment IMY320

Uploaded by

mvanheerdentuks

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as PDF, TXT or read online on Scribd

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IMY 320

Individual Design Assignment

Morne van Heerden, u21482153

Innovative Marketing Touchpoints

Introduction:
In recent years, the groundbreaking technology, WebAssembly (WASM), has
emerged in the world of web development. WASM is designed to facilitate high
performance applications on the web. It allows developers to run code in web
browsers at almost the same speed as running them natively. Unlike traditional
HTML, CSS and JavaScript, which may have poor performance when executing
complex tasks, WASM can provide optimized performance for computation and
resource-intensive tasks, which makes it an important tool for the future of
web-based computing.

Cinema Interaction Touchpoint

Touchpoint: Gesture-Based Game Before Movie Starts
Description: In the cinema, before the film starts, watchers have the opportunity to
play a motion controlled mini-game. The game makes use of gesture recognition
technology which has already been installed in the cinema, for example motion
sensors. This allows the audience to compete in a group activity. The audience must
make use of hand gestures to control the game on the screen.

Example Campaign: In this case, I will use a space-themed action movie as an

example. The audience (playing as their characters) must work together to defend a
spaceship against an alien attack. Members of the audience must move their hands and
fingers to aim at lasers/dodge incoming asteroids and alien attacks. The audience
having to work together to play the game, makes this a fun group activity which
everyone in the audience can enjoy

Engagement: This game can make the audience excited right before the movie starts.
It also entertains and occupies the audience during the wait they would usually have to
sit through. This is also a great and unique way to promote the film.

Building or Object Activated Touchpoint

Touchpoint: Projection Mapping on Landmark Buildings
Description: You can make use of projection mapping to display scenes or
promotional images or poster from and promoting the movie on the sides of buildings
or landmarks. Users can then scan the projection with their phones by using an AR
app. This will then unlock a hidden trailer, character interaction or behind-the-scenes
content.

Example Campaign: If we use a supernatural horror movie as an example, the

projection could depict a monster or ghostly figure emerging from the building’s
windows. The AR app can enhance the experience by adding sound effects or
movement to the image on the building which is only visible through the use of a
phone.
Engagement: The images on a noticeable structure will draw a passer-by’s attention.
The projection and AR turn the building/structure into a cinematic experience. People
are naturally curious and will instinctively want to know more about the projection
which will lead to an interest in the movie. This promotes the film.

Social Media Interaction Touchpoint

Touchpoint: AR Digital Collectibles via Scavenger Hunt
Description: You can make use of social media platforms like Instagram or TikTok to create an
AR scavenger hunt. Users collect digital collectables related to the movie by visiting real-world
places or by completing tasks online. The collectables can be things like 3D characters, scenes, or
objects from or relating to the movie. Users can view and interact with these collectables using AR.

Example Campaign: If we use a fantasy series as an example, users can collect magical artifacts or
fantasy creatures. Users collect them by visiting certain locations in their city or by engaging in
certain social media trends or challenges. Completing the hunt could unlock an exclusive AR filter
or bonus content relating to the series.

Engagement: The scavenger hunt encourages users to explore their environment as well as
interacting with the campaign across different social media platforms. Not only does this provide
the user with a sense of achievement and exclusive rewards but it also spreads the word and
promotes the series across various platforms, which can be seen as a form of advertisement.

Cinema Interaction Touchpoint (Alternative)

Touchpoint: Interactive Popcorn Boxes
Description: Cinema popcorn boxes with QR codes/NFC chips on them. These QR
codes/NFC chips can unlock bonus content with a phone. This can include AR games,
trivia quizzes about the movie, or access to special videos. This can enhance the
viewing experience while waiting for the movie to start.

Example Campaign: For a comedy movie, for example, scanning the QR code
printed on the popcorn box could unlock a short minigame where users have to catch
items from the movie in a virtual box/container OR match quotes with character.

Engagement: This can create an interaction with a common cinema item. It gives the
audience a way to pass the time before the film which is both fun and engaging. They
can also connect with the film’s promotional content.

Building or Object Activated Touchpoint

(Alternative)
Touchpoint: AR-Activated Statues or Sculptures
Description: Use AR-activated sculpture/statues placed in public spaces that relate to
the theme of the movie. Users scan the sculture/statue and then interact with
animated characters from the movie. The AR technology can make it seem as if the
characters are emerging from or interacting with the sculpture/statue.

Example Campaign: A statue of the main hero from a superhero movie could be
placed in a city square. When scanned the hero seems to come to life, flying around the
statue, battling enemies, or giving a message to fans.

Engagement: The AR feature allows the user to be immersed in the experience. It can
also attract the attention of nearby pedestrians and encourage sharing it on social
media. It uses creative means to bring a character from the movie into the real world,
which can create a deeper connection with the movie.

Social Media Interaction Touchpoint

(Alternative)
Touchpoint: AR Poster Challenge on TikTok
Description: Users participate in a poster design challenge where they can create and
customise their own posters for the movie using a TikTok filter. The filter, through the
use of AR technology, allows the users to ass animated elements, characters, or effects
from the movie to their design. Users can share their designs as part of a contest, and
the winner’s design can be featured on the movie’s official page.

Example Campaign: For an animated film, users can create posters using the AR
filter. The posters can include characters from the movie interacting with the
environment, for example, adding rain, magic sparkles, or explosions in the
background of the poster.