INMERSIVE MARKETING EXPERIENCE
THE PROCESS AS CREATIVE DESIGNER & INTERACTIVE DESIGNER
THE BRIEF
Luciérnaga Producciones is a production company that has been characterized by its Broadway-style shows, with musicals such as West Side Story and Chicago.
For the musical of Jesus Christ Superstar, they sought to create a campaign that promoted the show during the audition period, announcing the next show and turning the auditions event, into an experience for the artists.
They wanted to generate movement on social media with UGC and entertainment on site, besides the typical videos and photos that are normally generated at an event.
This is how we came up with the idea of creating thematic AR filters alluding to the auditions, where the protagonists of the experiences were the artist.
Beside we complemented this campaing with other filters for the espectators and interactive advertising in Malls.
THE STRATEGY
I designed three interactive AR filters. One would encourage the performers to talk about their audition experience, the other would be more playful, alluding to the reasons why they were auditioning and the third where launched for espectators of the show.
After approval, I published the filters and we encouraged the artists to use them during the audition days.
Interactive strategies were also designed for the public, which through dynamics, people could win tickets by using filters or finding interactive experiences located in certain locations at shopping centers.
METRICS
The results exceeded our expectations. Costa Rica is a very small country, so we had reserved expectations.
In just 3 days of the audition process we got more than 470 stories on Instagram, and we reached more than 50K impresions. This was organic content generated by our followers.
This earned us the "Trendsetter" badge awarded by Spark Ar.
Until March 2023 we reached +1300 captures.
The tools I used where: Meta Spark, Canva, Illustrator, Zappar
RESULTS
