Campañas interactivas a manera de herramienta para la promoción de la lectura como práctica cultural en jóvenes, asociada a la difusión de las publicaciones propias del Grupo de Editoriales Universitarias del Pacífico Colombiano

The objective of this project was to design a solution ecosystem centered on interactive cross media campaigns,that involve the use of innovative assets to capture new young audiences related to academic publications in the Colombian Pacific Region. With this purpose inmind, an investigation was made inorder to get to know the needs of active readers that are native to the internet as a media, establishing their needs, how to make an effective approach to their information sources (such associal media or cultural events), and insights related to both their and the editor's characteristics. The case of study was centered on the GEUP, the Pacific University Press Group of Colombia, who were struggling due to disconnection to new potential audiences, lack of internet nativere sources, and a decentralized use of Web Platforms and Social Media that made it hard to interlink different regional editorials of the group and their contents. Thanks to this, the design parameters and media to develop a digital campaign that allows users to get to know academic publications of the region, among with are lated investigation objective and focus, were identified and allowed the development of a solution ecosystem of 3 nodes, social media, a web platform, and, most important, an Augmented Reality (AR) in site campaignas an strategy to bring attention to the linked media, allowing the user to easily follow social media related to GEUP and get to know its online catalog.

• Autores: Ramírez Rengifo, Angela; Barrios Diez, Jose
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2022
• Institución: Universidad ICESI
• Repositorio: Repositorio ICESI
• Idioma: spa
• OAI Identifier: oai:repository.icesi.edu.co:10906/99110
• Acceso en línea: http://repository.icesi.edu.co/biblioteca_digital/handle/10906/99110; http://biblioteca2.icesi.edu.co/cgi-olib?oid=360200
• Palabra clave: Experiencia de usuario; Campañas interactivas; Comunicaciones; Publicaciones académicas; Ecosistema solución; Promoción de lectura; Pensamiento de diseño; Lectores; Estrategias nativas digitales; Edición local de libros; Trabajos de grado; Diseño de Medios Interactivos; Departamento de Diseño
• Rights: openAccess
• License: https://creativecommons.org/licenses/by-nc-nd/4.0/