| abstract |
| Background Media facade Ads are widely used owing to visual impact and interaction with customers. The study aims to propose methods to create effective brand experience by analyzing characteristics of media facade ads with perspective of UX design.
Methods The study is gone through with literature research for media facade ads and brand experience and case study of Contrex `My Contrexperience` campaign. For UX analysis of case study, AEIOU framework is applied.
Result Media facade Ads are divided into non-interactive type and interactive type. Interactive type could create differential brand experience because customers participate in communication and form `act` and `relate` experiential dimension. Brand experience of media facade is taken place by direct interaction, viral marketing is follow-act interaction. `My Contrexperience` of Contrex applies physical interface as like cycling machine to experience brand with sense. Users have different experience according to participation channels by physical, sensible, and online touch in square where cultural communication takes place.AEIOU framework is effective to understand context of brand experience by investigating inter-relationship of elements of AEIOU.
Conclusion To create differential brand experience through media facade ads, participation using physical interface, contents for brand`s core message, follow-up acts for viral marketing, and interaction evoking analog emotion are required. |
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| Key Words |
| 미디어파사드 광고, AEIOU 기법, 브랜드경험, Media Facade Advertisement, AEIOU Framework, Brand Experience |
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