브랜드 경험을 위한 AR기반 이벤트 아이덴티티 활용 연구

초록

Modern consumers decide consumption not only by the brand"s products but also by the environment in which the brand comes into contact and the overall experience. In this environment, events have been used from the past as a communication tool , and in the modern age, the contents are gradually being developed through various interactive media such as augmented reality Therefore, this study aims to classify types through case analysis according to the characteristics of AR – based event identities and to construct a utilization plan of AR – based event identities according to the characteristics of events to be provided. First, the concept of the brand experience, the event identity, the AR were studied, and then presence and interaction were derived as characteristics of the AR-based event identity. According to classification of types of the augmented reality APPs as the brand experience and the above factors , it was analyzed by selecting 10 cases of the AR-based event identity mobile application launched in Korea since 2016. As a result, there are four types of the AR-based event identity. First, the product PR event type requires contents that effectively express the product for the purpose of promoting the product launched by the brand. Second, the space PR event type is a type for promoting a specific space, requiring contents to increase the understanding of the space and to induce a natural search. Third, the story PR event type needs contents that enhance a story understanding and give people a sense of friendliness for the sake of promoting a story of movie or brand. Fourth, the coupon/benefit event requires various new contents according to the nature of the benefit. Therefore, the brand should provide contents that can provide appropriate interaction and a high presence according to the type of the event to be provided.

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