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.