인터랙티브 미디어를 활용한 이벤트 아이덴티티(E.I)의 브랜드 인지 효과 연구: - 웹 미디어와 프로젝션 파사드 기반 사례 비교를 중심으로 -

This research is focused on the identity system as a new communication activities based on the Interactive media.
It considers the Interactive Identities as part of the differentiated experiential marketing that induce the positivebehavior of the consumers and investigates the possibilities that affect the experience factors of the experientialmarketing on the brand awareness. Especially, it has investigated the cases focused on the Event Identity whichmust be recognized by the consumers in a short period of time. Firstly, it has proposed three hypotheses on theimpact of the experiential marketing of the brand awareness based on four measures of experiential marketing.
Secondly, to prove through several case studies, the "Interaction Type Matrix" based on the five experientialfactors of Schmitt was used as the analysis frame. Thirdly, by analyzing the Web-media based Flexible Identityand classifying the type of cases for the projection façade based Interactive Identities, it intends to prove thestrength and the possibility of the Interactive Identity as a two-way communication. This research investigates thepossibilities of the interactive media that causes a one-off amusement and participation to be converted to anidentity that constantly provides the recognition. Therefore in this research, it puts the significance to find out thepossibilities of Interactive Identity as a differentiated experiential marketing in new media environment.