BACKGROUND
Landmrk is an innovative marketing company that uses geolocation technology to form creative and interesting advertising campaigns. “Kinetic currency” is one of their key interests- what motivates people to move around and how far will they travel?
DESIGN BRIEF
How might we explore the value exchange between a user and a brand on mobile devices? How can that exchange be built into an experience that will incentivise users to move to a new location and interact with the physical environment?
THE OUTCOME
The solution was an immersive experience where the participants watched a play performed on a train. This immersive experience starts with a game that is downloaded from the app store. This allowed users to go through the full narrative and fully be immersed in the experience. The target user was families with young children. This is because the train plays were seasonal. The winter train play was based on the popular children’s Christmas movie- ‘The Grinch’. This was aimed at becoming an advertising campaign for the remake of ‘The Grinch’ being released in December 2018.
Once the app with Landmrk’s technology was downloaded onto a mobile device, discounted Great Western Railway Tickets were unlocked, motivating users to travel from Bristol to Bath for example. Upon their arrival at the train station, the characters from ‘The Grinch’ would greet them and show them to a specific carriage of the train. During their travels, the users are immersed in an experience where the actors perform a trailer for ‘The Grinch’. However, upon arriving at the destination, a plot twist ensues where the Grinch runs off the train and screams that he is going to steal Christmas. Now the families must embark on a mission to save Christmas. Using Landmrk’s technology on the app, hotspots appear on the map such as Bath Christmas markets. The children must travel to and unlock these hotspots in order to help save Christmas. Upon completion, they will be given certificates and entered into a raffle to get discounted tickets to go and watch the new Grinch movie at the Odeon.
MY ROLE
One of my responsibilities in this project included researching the Psychology of motivation and persuasion. This helped me apply the key influencing factors to this project. I was also heavily involved in the experience the user would have throughout this day out. I was also responsible for creating the trailer for this experience.