New Media assignment – Kevin Dsouza 53009230043

Existing brand pitches:

Volkswagen
From its inception, the German automaker, has been recognized for its innovative advertising
campaigns. Therefore, it shouldn't be shocking that a brand would truly embrace interactive
marketing. This advertisement, which appeared within a traditional magazine, urged readers to
download an app and use their phone to test drive a "road" foldout.

Warner Bros Pictures: Barbie Movie Selfie Generator

Through inventive trailers and engaging generative AI that lets you create your own Barbie doll cover,
the much awaited movie Barbie has been cleverly marketed to fans of all ages and backgrounds.
The statement "Welcome to Barbie Land, where you can be Barbie (or Ken)" greeted users who
visited the website BarbieSelfie.ai. “To instantly become an icon, click below! #BarbieTheMovie.”
Greta Gerwig's Barbie is said to draw inspiration from the many unique and uncommon Mattel toy
releases. The marketing team expanded on this concept by developing an artificial intelligence
application that lets users identify as professionals across a range of professions, personalities, and
color schemes.
This marketing campaign exemplifies an experiential marketing strategy by giving moviegoers a
sense of self-representation in the upcoming Barbie film and a sense of participation in the Barbie
fantasy world that children (and now adults) create when they play with Barbie products.
Kevin Dsouza 53009230043
As every photograph has its debut date, July 21st, 2023, on every image made, it also acts as a
movie promotion among friends, family, and following among individuals who share the photos.

New York Times

Anybody who thinks of themselves as somewhat intelligent has attempted to solve the renowned New
York Times Crossword Puzzle. This Instagram advertisement was created with millennials in mind. It
reminds them of a show that most people in that generation saw, and it also makes it very simple for
them to download the entertaining and interactive crossword app on their phone in a matter of
seconds.

Kevin Dsouza 53009230043

Nike
Nike and AKQA São Paulo have partnered to create an AR experience. The purpose of the AR
experience was to advertise Nike footwear.
A mobile website provides access to the experience. When the phone is pointed skyward, users will
see a cloud-shaped pair of sneakers that provide access to narratives from various dance and music
artists who want to uplift the younger generation.
During the AR experience, this campaign resulted in 22% more website views and 32% more model
sales. A unique campaign that achieved fantastic results made its way into our top 10.

Cadbury Worldwide Hide

The Cadbury Worldwide Hide campaign was created to
help consumers hide Easter eggs and engage with loved
ones when they could not be physically together during
the pandemic. The virtual experience allowed users to
purchase a real Cadbury Easter Egg, hide it virtually
through Google Maps in a unique location, then write the
recipient a personalized clue to find the egg. Once
recipients found the egg, they received a real, physical
chocolate egg delivered to their home.

Kevin Dsouza 53009230043

 Original New Media Campaign ideas:

Pepsico
Here’s an initiative for the brand Pepsico, but under the branding of Pepsi, since a lot of people
recognize the blue background and the popular red, white and blue logo in a circle.

Token Match: A single-player game memory card game on a vending machine fit with an interactive
color touch screen.
Physical Requirements: Vending machine with 250 ml soft drink bottles (originally priced at 20 Rs)
given off free (with mentions of free promotion), from the Pepsico brand and a touch screen attached
to the vending machine.

(After thinking about the idea, is when I searched

for the image & not the other way around. Nestle
Youtube link too as an example:
https://youtu.be/yMc21ODVGzc?si=i82-
ZHwc02wpldY5)

Kevin Dsouza 53009230043

Location: Tentatively, a mall atmosphere or environment. Could also possibly be used at college
fests, Comicon fests, with a company marketing employee cheering and getting youth or people to
come and try this. I understand, that the possibility of human interaction could also be eradicated
since the touch screen and the campaign itself is interactive, but I’m also thinking on the grounds of
human interaction and comfort.
Target audience: Children above 6 years to seniors in their 70s.
Software requirements: Page 1: Welcome, enter Full name, age and phone number. No need of OTP.
On a grid of 10 x 10 or on a grid of 20 x 20 (possibly the grid of 20 x 20 in the second round instead of
having just one round), the Pepsi products could be laid out on various cards for users to play, with a
timer of around 30 seconds to a minute.
Game details: On winning, the consumer gets a free bottle of a 250ml Pepsico soft drink.

Kevin Dsouza 53009230043

OnePlus:

Requirement: iPhone or Android app. AI and AR technologies integration. Data security.

Campaign: Log into an account on the OnePlus store app on your mobile phone or on the OnePlus
website. Click on the ‘Get Invite’ button, available on page 1.
Challenge: Scan 20-30 IMEI numbers of OnePlus phones of your relatives, friends or colleagues, and
stand a chance to be invited to the ‘Official OnePlus Phone Launch’ event.
On success of scans complete, with GPS turned on, the camera is opened, with a request to hit the
road, and dots leading to the Mobile Launch event is displayed in AR mode with pending kilometers,
without actually revealing the location on Google Maps or coordinates.

Data and personal safety terms will have to be kept in place.

Kevin Dsouza 53009230043

Additional ideas in keywords:

Cadbury Gems:
Mall. Screen. Dispensers of coloured, in respective color containers. Camera.
On screen, interactive: Take photo. Draw using gems of different colors in a grid of 10 x 10, on
completion get those gems dispensed in a cool gems cup. And photo would come of the user with the
‘Gems drawing’. Permission required from guardian for photo.
Could be the drawing itself printed with actual gems, but would involve further costs.

Cadbury Shots: ‘Mann mai laddoo foota’

Play 5 mini games, like mini puzzles, crosswords, find the differences, etc and win merchandise as
well as Cadbury shots.
Mann mai laddoo futa, come up with an idea to fix this problem- more like the games which had
different activities to do every single time

Maruti Suzuki
Sit in a Swift or an Ertiga, but the surprise element- You can’t see inside. The windows are all
screens, and you can use the car as if you’re in a normal situation, with the engine noise, vibrations,
etc. with recorded + AI powered visuals on the screens. Connect to Bluetooth, drive around for 5
mins, sing songs, enjoy time with your family and feel life with a car, and beautiful destinations like
Goa, Jaipur, Udaipur and Munnar as choice of locations.

McDonald’s
Encouraging McDelivery, receive an AI personalized video message from McDonald’s top staff like
the CEO, thanking the consumer, while taking their name for donating Rs 20-30 to the Ronald
McDonald House of Charity towards every order placed.

Kevin Dsouza 53009230043