KR20030010992A - Partcipation Encouragement Methods in Digital-Data Broadcasting Environment by Rewarding Viewers with Real Goods depands on Particpation in Broadcasting Community which provides Interactive Chatting thru Avatas - Google Patents

Abstract

PURPOSE: A method for inducing participation of viewers is provided to induce viewers to participate in business producing game type advertisements based on a data broadcasting technique. CONSTITUTION: Avatars are provided to viewers participating in interactive advertisements for digital broadcast. Cyber money is given to the viewers according to the degree of participation and points. When cyber money is accumulated, the avatar initially provided is decorated more. In the case where cyber money exceeds a predetermined amount of money in a specific interactive goods advertisement, the actual goods are provided to the participants. The method induces the viewer to participate in the interactive advertisements and programs continuously.

Description

Participation Encouragement Methods in Digital-Data Broadcasting Environment by Rewarding Viewers by providing a broadcasting community through interactive chat with participants in digital broadcasting environment and paying the actual product through cyber money according to participation rate with Real Goods depands on Particpation in Broadcasting Community which provides Interactive Chatting thru Avatas}

At the time when digital broadcasting is realized, if we have the advantages of the Internet and the characteristics that media access is easier than the Internet, we can suggest new possibilities of the advertising media that are currently saturated.

The integration phenomenon in the media field also leads to the integration in the message or creative fields that actually compose the content of the advertisement. Specifically, it calls for the integration of the informational and entertainment aspects of advertising or the integration of marketing and cultural aspects. Fifty years ago, advertising was the most efficient source of product information from the consumer's point of view, and from the company's point of view, it was the most efficient means of disseminating its product information. However, consumers can now easily obtain the product information they want even if they are not advertising. As a result, consumers enjoyed the entertainment aspect of advertising expressions by themselves, rather than using it as a simple source of information, and they also stepped up the aspect for the persuasive effect. Current advertising is increasing in terms of emphasizing humor and enjoyment, and the likelihood of becoming a part of the entertainment industry like music or movies is increasing.

Advertising through data broadcasting can accurately extract the target market based on the scientific database, and can devise strategies to focus on using not only advertising but also other marketing communication tools. This strategy must be supported by an extensive database of consumers and various means of communication. Therefore, the development of inter-personal communication technology through digital broadcasting can successfully achieve interactive commercial (I. C.) through data broadcasting.

In the above-mentioned data broadcasting commercials, this strategic model is a primary task to continuously engage viewers in advertising. This audience involvement should not be short-term but in a long-term and continuous form. In order to achieve this continuous form of viewer participation, continuous rewards must be made for the viewers who participate. When such a reward is adequate to induce the viewer, the viewer is satisfied, which increases the chance of re-engagement. With the continuous participation of such viewers, the advertisement of data broadcasting should be made in a form that can obtain the consent of the program producer.

Through this, building a WIN-WIN strategy that will ultimately be successful for viewers, advertisers, and program producers is the ultimate challenge of the consumer-induced strategy of data broadcasting advertising .

Consumers create new communities through the broadcasts provided by program producers and broadcasters, act through avatars, and companies encourage more participation in advertising and broadcasting through appropriate compensation for active participants. This is a direct factor in terms of viewership and number of ads in. For corporates, the existing passive or evasive advertising viewers can be attracted to active participants to enhance the advertising effect. In the viewer's position, advertising becomes entertainment that provides a huge cyber giant community and products.

Emphasis on communication aspect through mutual chat between users

You can exchange opinions about the current program through simple communication by pressing a button in the same form as a text message on a mobile phone on the remote control. Can have This approach may present various informational aspects to consumers. For example, during the morning hours when housewives are the main viewers, they provide quizzes and games about parenting information, and mutual information is shared through chats among the participating viewers, and advertisers show child care products during the overall quiz and games. Can increase the effectiveness of advertising.

Avatar creation in virtual space

Participate in the game and solve the quiz problem through digital broadcasting to earn cyber money. The cyber money is used to make new characters, beauty salons, and foods available to their characters. This will allow consumers to participate more actively in I. C. of data broadcasting, as characters that were initially simple are becoming more fashionable and more evolving (a variety of ways to improve costumes and hairstyles). In addition, it evaluates the degree of development of one's avatar together and ranks one's character recognition and popularity.

Combination of on-line and off-line

Providing on-line benefit only to viewers participating in I. C. in digital broadcasting cannot guarantee continued participation. You have to create your own character on-line and earn cyber money while providing something you can hold off-line. Participation in the game consists of offering a lot of cyber money or offering a product of the advertisement to a participant whose avatar ranks the most during the month or an advertiser's prize. Apart from these practical products, rewards are provided by regularly providing cyber lotteries to participants or offering free coupons.

Win-win strategy of program creators, advertisers and viewers

The biggest problem in constructing digital broadcasting is the position of the program producer. This is because advertisements are presented at the same time during the program, which may result in a lowering of the viewer's suction power. In order to solve this problem, consideration should be given to the specific form of I. C. of digital broadcasting. This can be divided into two cases. The first would be the direct combination of program content and the game or quiz, and the second would be that the format of the game or quiz should be done in the form of a continuous program rather than just in one program. In the former case, it is a strategy that is suggested to increase viewer's interest and suction power in a program. For example, if you present a quiz related to drama content while watching a drama and link it with a product that you are advertising again, you can satisfy the concentration and advertising effect on the program contents at the same time. In addition, the game that clicks the icon of the product suddenly displayed in the middle of the drama by using the remote control button can increase the concentration of the program and the advertising effect. The latter is a strategy that benefits program producers and broadcasters by allowing them to continue watching a series of programs. The hints of various quizzes are not only provided in one drama, but are continuously provided as sports news or current affairs programs can be combined to solve problems by combining the hints to induce continuous viewership. have.

4. Concrete model of digital broadcasting I. C. aimed at inducing consumers

① Fit Block

-Game progression method: The game progresses through small 3D blocks in the upper right or upper left of the screen. It will be a game similar to the color matching blocks you played with when you were young. In this block, the name of the product is written on a small block in various colors, and the game uses the remote control to move the small block to match the exact name of the product by color. Of course, not only the name of the product, but also a sentence that describes the characteristics of the product is also possible. It is also possible to name a product on a block that simplifies the product's shape without the block having to be a full cube. The score is given a fixed amount of time and the score is calculated according to the speed with which the block is fitted within a limited time. You can do this by yourself or try to compete with a certain number of people at the same time. Through this score can be earned cyber money.

- Advantages ; First of all, the advantage of this game is that it is relatively small compared to other games. The game is played with a small 3D block on top of the screen, so the impact on the broadcast program can be minimized. In addition, the game only needs to move the block with the remote control, which allows simple viewers to engage weak viewers in complex games. In addition, it can increase the fun of the competition by playing the game competitively with many people and increase the advertising effect by mentioning the direct products. This game has the greatest advantage of being applicable to various goods.

② mole game

-Game progression: While the program is being broadcasted, the product model advertised on the edge of the screen suddenly flickers. This product model rotates around the screen with a certain number of flashes. When you press the button on the remote control when you see it on the screen, the product model disappears and all the suggested number is removed with the button. Within a limited amount of time, a graded score will be provided based on the number of model removals.

-Advantage: It is a relatively dynamic game compared to other games and has a merit that can double the concentration of goods.

③ Quiz through linkage with program

-How to play the game: It is divided into two types: Quiz Quiz form and Connected Quiz form. Sudden quiz form is a form in which the quiz that can be connected to the product while being related to the contents of the program suddenly as the program progresses, and provides a number of points to those who quickly press the correct answer using the remote control. The second, connected quiz form is a way to get a single answer through continuous hints in several programs. Like the past 20 game, you will be able to move to the next level by solving the hints and small O and X questions that are presented to reach the correct answer.

-Advantage: It has the advantage of increasing the concentration and suction power of the program by being connected to the program.

Advertising games provided through data broadcasting are simple games due to technical aspects and environmental influences. In order to continue to participate in this simple game, rewards must be given to the participants. The model specifically shapes and presents these rewards. First of all, by participating in games on TV in terms of emotional rewards, they create their own characters in the cyber world and form a bond through chatting with others. Through this strategy, the method enhances self-esteem and attachment to your avatar, which in turn will induce viewers to advertise on data broadcasts. In addition, actual and material rewards are provided through prizes provided by the company's products or advertisers, thereby increasing the viewer's influx of advertisements.

Claims (5)

Provide avatars to participating viewers in interactive broadcasts for digital broadcasting Cyber money payment according to viewer's participation and score in digital broadcasting interactive advertisement When cyber money accumulates, the first avatar is made more distinctive and can be provided as a real product when the cyber money exceeds a certain amount in a specific interactive product advertisement. Actual product payout based on viewer participation and score in interactive digital advertising Cyber lottery based on viewer participation and score in digital broadcasting interactive advertisement If you win the cyber lottery, you can win prizes for participating interactive advertisements. In other words, viewers who find and participate in advertisements of desired products can be continuously attracted to advertisements and programs. Breakthrough game that requires high concentration on products and programs Break quiz, mole game form through linkage with program (see composition and operation of invention) Ad game format that connects the entire program continuously supplied from one channel without being limited to a specific program Provide more cyber money, especially if you play more than two programs in a row While enjoying interactive advertising, viewership can also increase. Creation of broadcasting community through chat or competition between participants in interactive advertisement for digital broadcasting Team up and join together, or exchange items and strategies with each other.