Interactive Tactics Pitch (3/4 students)
Assessment 2: Interactive Tactics Pitch
Due Date:
Assessment 2 Video pitch due 25/5/2023 by 11.59 pm (AEST)
Assessment 2 Video Pitch Live Q&A: Week 12 in-class (AEST)
Weighting: Total 30%
Word Count: 5-7 minute pitch
Learning Outcomes: 3,4
Marking Criteria:
This assessment will measure your ability to:
· Translate your understanding of interactive marketing into the identification of relevant interactive marketing tactics (not an entire campaign, just three tactics) that the industry partner might adopt
· Provide a clear justification of why one of these tactics is the most likely to be successful for the industry partner
· Apply your understanding of interactive marketing through the careful development of a lo-fi prototype/storyboard of one of the identified interactive marketing tactics
· Develop a high quality, well-structured, professional and engaging pitch for the industry partner
The Task:
You are required to identify three relevant interactive marketing tactics (e.g. quiz, game, virtual reality etc) that would be a good opportunity for our industry partner to incorporate into their interactive marketing campaigns and develop one of them into a lo-fi prototype/storyboard. You have to provide a good argument for why that tactic is to be implemented (why you chose to develop that one into a lo-fi prototype) by explaining how each of the tactics will help obtain the company's objective through discussing which interactive engagement practices they belong to, the type of engagement that this element will achieve, and why a consumer would be motivated to engage with that tactic. Then you will develop the tactic that you deem would be the most successful in obtaining the objective (as evidenced by your assessment in terms of engagement type, practice, and motivation) into a lo-fi prototype/storyboard, including visuals, to help the industry partner understand how they would implement this tactic in a potential campaign and what value they would get out of implementing this tactic.
Your pitch should:
· Present the three identified tactics
· Provide a clear reasoning for the choice for one interactive marketing tactic that you will develop by articulating
。What engagement practices category (e.g., talk about the brand) and engagement types (e.g., emotional) the different tactics belong to and how these relate to the objective
。 How those tactics will provide value to the marketer
。 How success is achieved (why will a consumer engage/how are they motivated)
· Develop a lo-fi prototype/storyboard of one of the interactive elements that showcases
。At what point in the consumer journey the tactic is to be employed
。What the interaction would look like in detail
Make good use of the additional resources provided in each week and the taxonomies, definitions, and templates you have created throughout the course.
Use references (either verbally or in the visual design) for key factual information.
Group peer evaluation form.
NOTE
Use the Appendix (extra file upload) to provide evidence of the activities and tools that you used to select and design your tactics for the pitch (such as your consumer journey template filled out for this campaign, the why- and how-ladder(s) you did, the definition you used, the interactive engagement practices taxonomy that you created, the sub objectives that you identified etc). In essence, this appendix will provide the evidence that your offered tactics are original and the result of the work you have done in the activities in class and through using the tools provided.
The pitch is to be developed for the company executive team, and as such should be created at a suitable professional level, using terms, concepts, and visuals appropriate to them.