newmedia advertising recommendation for psy concert
DESCRIPTION
Sookmyung Women's University New Media Advertising Newmedia Advertising Recommendation For PSY Concert Minjeong Kim Suyeong Nam Sukyung Park Hanna Lee Yesol KwakTRANSCRIPT
Developing a digital media recommendation for
New media adver-tising
1210884 Minjeong Kim1212850 Sukyung Park1215520 Suyeon Nam0912456 Hanna Lee1211056 Yesol Kwak
Client Informa-tion
Market Informa-tion
Marketing Situa-tion
SWOT Analysis
Targeting
Insights
Mobile Media
Social Media
OOH Media
Emerging Media
Integration
Effect
Client Information
Client Information
Market Information
Market Information
Market Information
Marketing Situation
Marketing Situation
Marketing Situation
Marketing Situation
http://www.youtube.com/watch?v=jPo2cXJpyoI
SWOT Analysis
S WO T
Insights
1. Concert informations are separated in in-dividual site.
2. They use only SNS platform as a method of promotion
3. They have to arouse attention and prepare other competitor’s growth
Targeting
Main target : 20s & 30s Who knows “How to
Play”
Sub targetple who have never
enjoyed concert
Mobile Media
[Touch Point]
[Key Characteristic]
1) Mobile Audio AD
Mobile Media
[Rationale]
1) Mobile Audio AD
Mobile Media
[Strategy and advertising creative]
1) Mobile Audio AD
Mobile Media
[How to work]
1) Mobile Audio AD
Mobile Media
2) Mobile PSY Camera App
[Touch Point]
[Key Characteristic]
[Rationale]
Mobile Media
[Strategy and advertising creative]
2) Mobile PSY Camera App
Mobile Media
2) Mobile PSY Camera App
[How to work]
Social Media
[Touch Point]
[Key Characteristic]
[Rationale]
1) Upload‘How to play’Manual on SNS
Social Media
[Strategy and advertising creative]
1) Upload‘How to play’Manual on SNS
Social Media
[How to work]
1) Upload‘How to play’Manual on SNS
Social Media
[Touch Point]
[Key Characteristic]
[Rationale]
2) ‘ 달밤의 체조’ Photo/Video Facebook Event
Social Media
[Strategy and advertising creative]
2) ‘ 달밤의 체조’ Photo/Video Facebook Event
Social Media
[How to work]
2) ‘ 달밤의 체조’ Photo/Video Facebook Event
OOH Media
1) Bus shelter Ad
[Touch Point]
[Key Characteristic]
[Rationale]
OOH Media
1) Bus shelter Ad
[Strategy and advertising creative]
OOH Media
1) Bus shelter Ad
[Strategy and advertising creative]
OOH Media
1) Bus shelter Ad
[Strategy and advertising creative]
OOH Media
1) Bus shelter Ad
[How to work]
OOH Media
2) Dancing Vending Machine
[Touch Point]
[Key Characteristic]
[Rationale]
OOH Media
2) Dancing Vending Machine
[Strategy and advertising creative]
OOH Media
2) Dancing Vending Machine
[How to work]
Emerging Media
1) Concert Screen Event
[Touch Point]
[Key Characteristic]
[Rationale]
Emerging Media
1) Concert Screen Event
[Strategy and advertising creative]
Emerging Media
1) Concert Screen Event
[How to work]
Emerging Media
2) Rock-Scissors-Paper Game
[Touch Point]
[Key Characteristic]
[Rationale]
Emerging Media
2) Rock-Scissors-Paper Game
[Strategy and advertising creative]
Emerging Media
2) Rock-Scissors-Paper Game
[How to work]
Integration
To Integrate all recommended media, make PSY homepage which includes all about concert.
Concert Information
Event
Promotions
SNS sharing
Integration
Through mobile PSY Camera app, various media promotion can be conducted.
Mobile media
Social media
Emerging media
Effect
1. Offer to integrated media platform (home-page) so they make consumer find PSY con-cert information conveniently. Finally they can form long-term brand image. 2. Using various media platform ads, they have access to 2030 target easily.
3. Extending range of target and doing more promotion rather than other competitors, in-crease potential buyer.