• Week 3
  • August 29'22

1. Primary Research

There aren't a lot of interactive advertisements everyday so I was really excited to hear about the new McDonalds campaign!!

McDonald's "I-Scream" campaign requires users to scream into a digital billboard in order to get a free ice-cream. I went there in hopes to observe how the interaction happens and people's reactions towards the campaign.

Personal thoughts

Affective and fun marketing strategy. Customer have to shout at the machine until a brown bar fills up the screen and turns the ice cream chocolate. After observing some more screaming, I believe the sound detector picks up screams in a lower pitch better. The campaign was very sucessful in attracting attention of the visitors. Generally, all the audience are very entertained by the billboard and it received an overwhelmingly positive response. This is a great example in how interactivity could enrich a customer's exxperience with a brand.

    • The article that started it all

    Sustainability as branding?

    An AIGA article I had stumbled upon this week really piqued my interest. It talks about how right now, sustainability is becoming more of a branding movement. With climate change becoming an increasingly threatening issue, people are slowly becoming more eco-consious. While this should be a good thing, businesses see it as a marketing opportunity instead. The article observes that as virtually all brands now advocate for sustainability, they fear that people will gradualy become disensetized towards the topic.

    ↘ Link to article

    2. Research Topic — Climate change readings

    Contextualizing climate change

    What are some subcategories to climate change? What is happening in other countries?

    ↘Rich nations may fork out billions to wean Indonesia off coal ↘Singapore and Indonesia to collaborate on tackling climate change ↘Indonesian celebrities advocating for climate action. ↘Google making money from climate deniers

    What are climate deniers?

    • Climate deniers are generally people who don't believe that the climate is changing, or that human behaviours are the cause. Based on a study by YouGov apparently the highest number of climate deniers are in Indonesia!

    ↘ Link to data.

    • 3. Weekly Roundup

    Make a decision on the research topic! Look at more references first for projects and see how you could adapt to your own angle/ design angle. Don’t focus on the final outcome first.

    I talked to Andreas about my findings, including climate deniers in Indonesia, and a couple of ideas I had surrounding climate change. He suggested that I could consider creating an idea catalogue to compile all your ideas and categorize them for future reference! Think of small-scale explorations first before trying to make out the final outcome.