Vinessa Lucia (0328421)
Entertainment Design
Assignment 2A : Microsite Mockup, Assignment 2B :
Presentations
1. What is the Role And Importance of Art and Design in the Games and Web Development Industry?
Feedback
Mr. Mike commented that it was an overall a good presentation, art direction is okay, with all the black. He suggested to explain the pictures more to relate to what would like to say and try not to too focused on the notes and rather just use our own words instead.
2. Brand Activation Case Study : The Hunger Games Mockingjay (Part I)
Research
We chose the hunger games because we believe that it was the best for us due to the proper planning and it's campaign timeline where they managed to built the fan's hype for the movie. Their campaign was very interactive so we thought that this could help our research for our game campaign for project 2A and 2B too.
District Posters [Slide 5]
-started out with the marketing of each district
-using characteristics of each district and advise from the book writer (suzanne collins) to design characters for each district
Teaser poster 2 (capitol poster)[Slide 6]
-the aftermath of that leads to the 2nd teaser poster which is the capitol's poster
-it represents the heads of the propoganda in the movie
-which also features 2 stars Peeta and Johanna
Teaser poster 3 [Slide 8]
-after the capitol's poster release, they featured a series of the rebellion district posters
-this includes some of the picture with some of the district leaders
Rebellion Posters [Slide 9]
-Then finally they started to put the final rebellion posters
-Each one of them featuring a rebellion character from district 13
-also including a teaser poster for the mockingjay not showing the mocking jays face to create mystery and hype.
Fan sites [Slide 11]
Get the latest news at The Hunger Games Movie Guide such as on ground event info etc. Watch trailers, see exclusive content, prebook movie tickets and more on Fandango.
Augmented Reality [Slide 13]
The Hunger Games released the Mockingjay app, to allow the fans to use the multifaceted augmented reality (AR) app to create, map and share Resistance virtual graffiti anywhere in the world
On Ground Activation, comic con and Samsung [Slide 15]
On Ground Event
- In 2014, Lionsgate created this event in Comic Con, partnership with Samsung.
- The attendees could get to watch the exclusive online trailer on the Samsung Galaxy Tab.
- Once inside, fans headed to a section of Samsung’s Galaxy Experience called the Capitol Gallery. It’s named after the fictional utopian city in “The Hunger Games” where the world’s most elite live
- The attendees could also explore the Peeta's Bakery & experience the hologram photo opportunity with the victories.
Merchandise[Slide 18]
Merchandise released in best buy storesTeaser Trailers [Slide 20]
After releasing the exclusive teaser trailer, The Hunger Games continues by uploading a few preview of the final preview as well to build the hype of the hunger games' fans. Besides the teasers, they also include a few bits of scenes, on other platforms, like on TV, before posting all of the videos on Youtube, which leads also to the hype of the final trailer release
Final Poster [Slide 22]
In the previous posters and teaser, Katniss has not yet been revealed as the Mockingjay to the audience. This poster was released at the same time as the teasers so that they could build up the hype and finally reveal Katniss as the mockingjay
Official Movie Soundtrack [Slide 25]
In July 2014, it was announed that Lorde would be producing a single for the movie. In october that year, the track, yellow flicker beat was released. Later in december, they released the full movie sound track digitally
Digital Campaign [Slide 27]
Capitol PN
The site functions as a central hub for the campaign and is comprised of five sections, each providing a new layer of content for fans to explore. Here they can participate in Capitol Concerns, a program designed to appease district citizens; view special shoot photography of the District Heroes, and watch videos with important announcements from President Snow.
Capitol Couture
Featuring the best collaborations in fashion and design. To celebrate the new film, this customized Tumblr site released motion posters of the film's two stars and updated throughout the campaign with original art and articles, blending the real world of fashion with the fictional world of Panem.
Capitol TV
The site, filled with original videos and articles, blends headlines from the real world and fictional events from Panem to create a living, breathing world for fans to enjoy. Original content updated weekly. Capitol TV include pieces like "District Voices", a five-part series created by popular YouTubers representing districts, "Mandatory Viewing", as well as partnership integrations, and film clips. Lionsgate always team up with Google, Art Copy Code to create district voices. Each episode of the series was created with a different creator, whose channel content aligns with a specific industry from one of the districts of Panem.
District 13
Dual interactive site and mobile experience. This campaign use a mobile tethering tool fans to hack into the Capitol and discover exclusive clips and images from the film. This also act as a place to explore and share Mockingjay propaganda. The dark site presented visitors with their mission statement and instructions on how to hack the Capitol using their phone. By visiting TheCapitol.pn on their deskop and district13.co.in on their phone, they were able to control the Capitol site remotely and witness the dramatic transformation as they hacked inside.
Hunger Games Exclusive
The Hunger Games Exclusive debuts a first look into Mockingjay. The site is the first to offer insights from the filmmakers, and a look into the process of shooting. This site also premiered Katniss new look along with the all-new cast. The site continued to build buzz with a fiery motion poster featuring the Mockingjay symbol, which received a tremendous amount of press and social shares. The reveal also included a page from the script along with a sweepstakes component to drive awareness.
Social Media [Slide 37]
#UnlockMockingjay has surpass the Twitter's worldwide trend with its hashtag. The activation of this hashtag is to unlock the exclusive brand new preview video - Katniss return to District 12. Everyone had to tweet the hashtag to a certain amount to unlock the clip.
Final Trailer [Slide 40]
After doing all of the online marketing behind this campaign, all of that leading up towards building a momentum for this trailer
On-Ground Activation [Slide 42]
Doritos, Whole Foods Market’s Whole Planet Foundation, and Mazda have agreed to help fuel Lionsgate’s marketing machine for The Hunger Games which is revving up for the movie’s premiere.
Doritos packages will feature Mockingjay-related themes, and include codes that — when scanned — “unlock exclusive content on the OLTM app,” Doritos, which is owned by Frito-Lay, which is owned by PepsiCo, will also have an online sweepstakes for movie-related merchandise, and a trip to the U.S. premiere. Doritos packages will feature Mockingjay-related themes, and include codes that — when scanned — “unlock exclusive content on the OLTM app,”
Mazda has been the sponsor for the OTLM app well. Mazda has a been the official automobile sponsor of the U.S. premiere. Fans of the movie will be able to scan a Mazda logo on a brochure, print ad, or its U.S. web site to access its own “exclusive content.” The car maker will have a design contest on Tumblr where people can offer plans for a Hovercraft; Mazda will make a charitable donation for each one submitted. in the partnership with Doritos and Mazda, the AR app offers the fans to discover the film characters to the locations of the film, district 13 by scanning the real life objects.
Fundraising [Slide 46]
WHOLE PLANET FOUNDATION, a Whole Foods Market nonprofit dedicated to alleviating global poverty, will activate a fundraising program across participating Whole Food Market stores nationwide. Whole Planet Foundation for the Courage of One Challenge design contest where we invited fans to design a t-shirt in celebration of The Hunger Games: Mockingjay – Part I. From each shirt purchased, My Social Canvas will donate $1 to Whole Planet Foundation to alleviate global poverty and $1 into a scholarship fund to support future student designers.
Why do we think this is one of the best campaigns?
This is the best campaign for us, because they are consistent with they're updates on this movie on a daily basis they target all spectrums of the target audience, they also made it a point to bring this story to real life, so that the audience feel more included. Thats another thing, to have a campaign that not only is running, but to also include the fans in to the experience.They also utilise very futuristic technology, and find ways to push the boundaries beyond many other campaigns.
Feedback
The lecturers commented that this is a good presentation as it meets the industry standard. Art direction is nice too.
Progressions
27/02/18
We worked on our progressions online last week due to CNY break and posted it on Trello.
Mr. Mike commented that we should work on our Informational Architecture (IA) before proceeds to the flowchart. We then worked on it in class and came up the revised and confirmed IA and flowchart.
1/3/18
We showed the wireframes to Mr. Mike.
(wireframes)
Mr. Mike commented that the wireframes is okay, make sense. He then asked us to come up with campaign timeline. We then discussed amongst ourselves and came up with one - and showed Mr. Mike about it.
(discussed campaign timeline)
Mr. Mike commented on some and gave us suggestions on it, and said that overall it makes sense, sounds believeable. He noted that now we need to revise the campaign timeline as what has been discussed and break down the task.
(revised campaign timeline)