ADPR 3100 Lecture Notes - Lecture 14: Super Bowl 50, Doritos, Immersive Media

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Evans

Document Summary

Immersive: environments (real or virtual, out of home; vr; ar; websites; combination, social tie-in (#) Not information delivery, but involvement (deliver the experience!: user-directed, do things, exploration, experience the message. Authenticity: someone like me made that ad, feels less like the company is trying to appeal to me. Look at all of these people who made the ads: something must be good about the product, voting system not decided by the company. A(cid:448)erage co(cid:374)su(cid:373)ers (cid:449)ere(cid:374)"t (cid:373)aki(cid:374)g the ads a(cid:374)y(cid:373)ore: professional producers/ digital experts /small production firms were submitting work. 3. 30 consumer generated ads: ruined the authenticity aspect of the campaign. The idea ran its course: was(cid:374)"t fresh a(cid:374)y(cid:373)ore, 10 years is a long time for a single campaign. Target audience changed after 10 years (now everyone is a content creator: sign up -> be member -> unlock contest opportunities -> submit your creative work -> be. Legion of the bold part of a community of content creators.