Concrete Utopia garners positive response with Korea's first transmedia marketing incorporating alternate reality game
Hello! This is UniqueGood Company.
Many of you are probably familiar with the recently beloved movie
'Concrete Utopia'.
UniqueGood Company, which operates the Realworld service,
partnered with 'Concrete Utopia' to conduct
Korea's first 'transmedia marketing'
incorporating an alternate reality game (ARG).
The movie 'Concrete Utopia', recently selected as Korea's submission for the International Feature Film category at the Academy Awards, presented Korea's first 'transmedia' marketing campaign incorporating an alternate reality game (ARG).
Chosun Ilbo, Reporter Lee Eun-young, September 6, 2023.
'Realworld', operated by UniqueGood Company,
is Korea's leading experiential content platform
that creates content incorporating
various immersive technologies!
We held an event where you could experience
the survival story of Hwanggung Apartment,
the only building that didn't collapse in the great earthquake
from 'Concrete Utopia',
as a game at a popup space in Lotte Tower, Jamsil, Seoul.
The event received high praise from participants and went viral. People shared their experiences on social media, leaving feedback such as 'ingenious and refreshing' and 'successful movies are indeed different from the planning stage'. Particularly, the water distributed as supplies had labels that participants could peel off and attach to game kits as part of mission elements. Since this was such an engaging experience, people naturally shared it on social media, creating a situation where they advertised the product themselves, revolutionarily transforming the typical promotional approach that usually stops at mere exposure.
Visitors to the popup space
accessed the Hwanggung Apartment Residents' Association website
to submit a special move-in application,
then combined resident rules with stories from the lead actors
to discover hidden passwords and complete their move-in application.
Once the application was completed,
they actually received text notifications
for apartment vacancy confirmation.
The event was designed so participants could
immersively enjoy offline popup space missions
incorporating the movie's story
and earn game rewards : )
Song In-hyuk, CEO of UniqueGood Company, said, 'Alternate reality games have been used as content to expand the worldviews of blockbuster movies like DC or Marvel films,' adding, 'This approach can achieve maximized marketing effects by involving customers in marketing and having them directly produce various content and promote it themselves.'
Chosun Ilbo, Reporter Lee Eun-young, September 6, 2023.
Concrete Utopia is about survivors flocking to Hwanggung Apartment, the only building that didn't collapse after a great earthquake, leading to conflicts with the existing residents.
The pre-marketing campaign for Concrete Utopia was Korea's first online and offline experiential approach incorporating an alternate reality game (ARG) set in this worldview.
Over 200,000 people participated online even before the release, and more than 10,000 visited the popup space at Lotte Tower Jamsil, driving the movie's box office success and opening new horizons for film marketing by breaking away from existing passive and simple formats.
The transmedia marketing created by UniqueGood Company,
utilizing the movie's story,
received tremendous love from audiences.
Please look forward to more amazing endeavors
from UniqueGood Company and Realworld!
Thank you.
(Article)
The Concrete Utopia alternate reality game was created through a partnership with UniqueGood Company, the operator of Realworld, Korea's leading experiential content platform. Song In-hyuk, CEO of UniqueGood Company, said, 'Alternate reality games have been utilized as transmedia content by major studios like DC and Disney Marvel to expand worldviews of movies like Batman, Joker, and Avengers,' adding, 'This approach can maximize marketing effects by directly involving customers as part of marketing and having them produce and promote various content themselves, compared to OSMU (one source multi use) which merely creates and distributes content of the same material through different media.' He further stated, 'Through this case, we aim to provide more diverse and enjoyable active experiences as an innovative marketing case that uses movies and other experiences as mediators.'
The experiential content platform Realworld currently provides over 6,000 online and offline content pieces, has secured over 3 million cumulative players, and was selected as an MZ generation megatrend in 2022.
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