Case Study for Event Ad Campaign
A case study of a conceptual ad for Shovel Wars for a design class.
SHOVEL WARS
PROJECT OVERVIEW
Create an ad campaign for Adopt-A-Beach to bring awareness to the events.
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Shovel Wars
Case Study
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DESCRIPTION
What's the problem? Shovel Wars is a concept advertising solution for Adopt-A-Beach in Texas. Adopt-A-Beach is looking for a way to gain more attention from locals and potential sponsors. The solution is to host a sandcastle contest named Shovel Wars (named by Ayesha Chowdhury and me). Shovel Wars will get the community involved and provide a fun and educational experience. What led me to this conclusion? Research. I discovered that hotels weren't involved with the program, and their business is directly affected by the beaches. The community simply has been unaware of the program, and a fun event that is well advertised would be a great way to get the word out about it. There will be two different parts of the contest: one for corporate and one for families. Prizes would be decided based on current sponsorship, and the general public not wishing to compete or who just happen upon the contest would still be able to participate by voting on their favorite professional sandcastles.
After deciding on what action to take, I designed the advertisement for the event. There are three components designed and presented. A mobile advertisement is used to advertise on other apps. A poster is a simple and cheap way to get the word out. Finally, an app helps beach-goers participate in the event, even if they are not volunteers or participants.
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Scroll to the bottom to view process work.
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Skills Used: WIREFRAMING, PROTOTYPING, USER STORY, AFTER EFFECTS, PHOTOSHOP, ILLUSTRATOR, SKETCH
Work Type: CASE STUDY
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MOBILE AD
With the target being anyone with a phone, this ad takes the audience to the beach while getting straight to the point. An overlay of a castle drawing brings attention to the core idea of the event. The logo of the event is cut into the sand as if it had been buried there.
POSTER
The poster uses the same castle drawing as the mobile ad. The typography is laid out in a more fun composition to bring the waves to life.
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App and UX Design
Before the app was designed, steps were taken such as a questionnaire, personal canvases, mock-ups, and goal stories. This can all be viewed in the process work at the bottom. The app would help involved beachgoers and keep them interested. It is kept simple and easy to navigate for any user. People are able to vote on their favorite sand sculptors and locate the nearest facilities. There would be no need to sign in to an ephemeral event such as this.
APP FLOW
PDF:
HOME:
People who tweet about the event with the hashtag #ShovelWars could be featured on the home page of the app. A social media volunteer would supervise the twitter account and upload appropriate status updates about the event.
MAP:
A simple map is used to navigate the event. An arrow would appear for the desired locations to show the beach-goer where places are located. Very simple, raw, line-drawing illustrations were chosen to appeal to all age groups and to reflect off the castle drawings in the advertisements.
If an icon is selected, more information is displayed and the user of the app could find directions to it. If a shovel (which represents a sculpting team) is picked, then there is also the option to view more information.
SCULPTORS:
A list of the team of sculptors is displayed in a simple manner with a general photo taken of the team.
If the list is swiped, then the app viewer has the options of going to the sculpting team's page to vote, tweeting about the team, or getting locations to the where the team is set up.
SCULPTING TEAM'S PAGE:
In this page, updated photos of the sculpture by a social media volunteer show the process the sculpture goes through. A paragraph with general information about the team is offered and the app viewer can vote to like or dislike the piece. A dislike would not vote against the sculptor, but it still presents the audience the statistics of that sculpting team. An option to make comments on the team is also presented once a vote is cast.
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PROCESS WORK
Research for Shovel Wars App by Jessica Stafford on Scribd
Mockup of Shovel Wars by Jessica Stafford on Scribd
Tags:
design
photography
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