MOBILE USE PATTERNS:ADVERTISING, MODALITIES AND CALLS

TO ACTION VIA MOBILE DEVICES

INTERACTIVE MEDIA 450Issues in New Media Theory

Who  Are  We?  

Alex  Miner   Ma/  Vroman  

What  is  IM  450?  

Research  Goal  

Posters Postcards ScreenvisionRadio YouTube

QR Code Web URL SMS Shortcode

Modality

Action

Response

Vote on website Text in vote

DataPHP and Google Analytics store user data and assign

a lottery number

Wire2Air receives message and passes to PHP function that stores device data and

assigns lottery number

FeedbackRedirects user to

informational page about show and assigns

them a lottery number

Texts user back a lottery number and general

show information

Provides the team with all the data gathered from

participants for further analysis of mobile use

Team  Organiza?on  

America  Live!  Branding  

Three  Response  Types  

Text  Messaging  

QR  Code  

Web  URL  

Data  Collec?on  

Adver?sing  Modali?es  

Posters  

Poster  Results  

Postcards  

Postcard  Results  

Radio  Spot  

YouTube  Videos  

YouTube  Video  Results  

Screenvision  Video  

Overall  Results  

Conclusion  

Student  Experiences  

Want  to  Learn  More?  

www.playamericalive.com/mobile-­‐research.pdf