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http://dx.doi.org/10.5392/JKCA.2014.14.10.429

A study on Promotional App Development Using an Interactive Movie  

Yoo, Wang-Yun (Twohands Creative)
Publication Information
The Journal of the Korea Contents Association / v.14, no.10, 2014 , pp. 429-437 More about this Journal
Abstract
Product promotion App is developed using an interactive video in order to overcome the existing ATL marketing limitations and to respond to target age groups and lifestyle changes. The product promotion App which is positioned as a smart care center by analyzing customer needs with the Customer Journey Map, is comprised of 3 categories such as interest, information and management reflecting media characteristics of smart mobile contents. It intends to induce viral promotions with comical and interactive alopecia simulator directly described by a specialist doctor which ensures reliability of products. In addition, it is made for customers to continuously manage the alopecia through management tools, and company can expect an effect of being used as a core tool for marketing activities by offering promotional information along with product feedbacks.
Keywords
Interactive Movie; Promotion App.; Mobile Contents;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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