Hello, I'm peach22, the designer who upgrades Realworld's diverse content to make it look more attractive 🫡
Today, I want to introduce the transmedia marketing case where Realworld collaborated with the movie <Concrete Utopia>, which is set to premiere on August 9th~
Wait, so what exactly is that? Raise your hands if you're wondering!!! 🤚🤚
Transmedia literally means 'transcending media'!
Using the movie <Concrete Utopia> as an example~ It doesn't just end with simply watching the movie on screen at the cinema, but you can also enjoy 1) the Hwanggung Apartment Residence Application content that Realworld created on PC homepage! And enjoy 2) the Last Hope content consisting of mobile Realworld and origami kits at the actual popup booth in movie theaters!
This term describes the experience of being able to enjoy content more actively through expansion across various media!
First, I'll introduce the 2) Last Hope content that you can enjoy on-site for a more vivid experience,
then I'll also introduce the 1) Hwanggung Apartment Residence Application content that you can enjoy anywhere under cool air conditioning without being limited by location!
Game Location: Lotte Cinema World Tower 5th Floor
Game Kit: Free on-site distribution
Difficulty: Easy
Expected Time: 15 minutes
Experience Dates: Monday, July 31st ~ Sunday, August 13th
Operating Hours: 12:00 PM ~ 8:00 PM
*Tuesday, August 8th operates from 12:30 PM ~ 8:30 PM.
When you come to the 5th floor of Jamsil Lotte World Tower, you can easily spot <Concrete Utopia> as it's being promoted so well!
Lee Byung-hun, Park Seo-joon, Park Bo-young, Kim Sun-young, Kim Do-yoon, Park Ji-hu...
The actor lineup is incredible, so you don't need to worry about the acting!
(Our staff who watched the movie in advance for successful transmedia marketing were all completely focused ㅋㅋ)
Ta-da! The <Concrete Utopia> booth positioned next to the cinema escalator with such a strong presence!!
I can tell it's a disaster movie... but what are those stacked boxes and vending machine for?🤔 (I'll tell you later, whisper whisper)
What is this person doing?
Right away~
You'll find a POP like the one above at the <Concrete Utopia> booth! When you scan the QR code in the bottom right with your smartphone~
Ta-da! You can play the < Concrete Utopia: Last Hope> game for free on Realworld!!!!
A free game in these high-inflation times... can't resist..
When you start the game, you'll see instructions to receive the <Concrete Utopia: Last Hope> special flyer kit. You can get it by asking our friendly staff members!
As you solve missions alternating between the mobile game and kit, you'll also discover the secret of the vending machine!
When you complete the game, you can also get a Hwanggung Apartment that looks like this!
Wondering how to fold it because it looks difficult?
Let me kindly show you😎
👇 <Concrete Utopia: Last Hope> Barricade Folding Method👇
👇 <Concrete Utopia: Last Hope> Hwanggung Apartment Folding Method👇
The <Concrete Utopia: Last Hope> special flyer kit is designed for easy folding and tearing, so anyone can complete a beautiful Hwanggung Apartment by watching the video and following along!
Look! Countless people have perfectly completed their Hwanggung Apartments! Clap clap 👏
If it's still difficult, ask our friendly staff!
Sometimes cute origami classes are held too 😊
Can you see our players so absorbed that they're sitting on the floor? How fun must it be..
From the very first day of the event, countless people enjoyed <Concrete Utopia: Last Hope> created by Realworld!
Our team members who worked blood, sweat and tears to create the game are getting teary-eyed.. it's blocking our vision🥹 Seeing everyone playing and having fun with our own eyes made us even more proud🫶
You'll feel it much more when you see the video!
There are really a lot of people, right? (It's no secret that this was on a Monday)
The secret of the boxes stacked at the booth is... peaches!
Those who've seen the trailer or stills from the movie <Concrete Utopia> probably noticed~
When you clear the game completely, we're giving out sensible supply peaches 😋
*The supply peach cans given upon game completion are first-come, first-served and may run out early.
Not only for completing the game, but if you take a verification shot at the booth and post it on SNS with hashtags #콘크리트유토피아 #콘유_마지막희망, we're giving out prizes through a lottery!
How about posting a verification shot with the beautiful Hwanggung Apartment you completed yourself? 🤭
How was the transmedia marketing collaboration between Realworld and the movie <Concrete Utopia>?
As you'll discover when you actually play the game, it's a completely new experience where you can feel the vividness of becoming a character in the movie and enjoy the film in a different way - I guarantee you'll be 100% satisfied!
Website: See link below
Difficulty: Medium
Expected Time: 15 minutes
Experience Dates: Always open
1st Event Period: Monday, July 17th ~ Thursday, July 27th ends at 11:59 PM!
2nd Event Period: Friday, July 28th ~ Sunday, August 6th 11:59 PM
*You can still enjoy the residence application content even after events end.
*This content is optimized for PC environment.
I came to apply for residence at Hwanggung Apartment but...
Why is the atmosphere so tense...? 🫣
Well, let me try applying for residence first.
There are interviews with residents' association members too!
I don't know how to apply for residence, so I should grab those people and ask them.
When I asked Yeongtak, who resembles Lee Byung-hun, he told me to go to the supermarket?
The Hwanggung Apartment tab at the top introduces the apartment facilities, so I should look around.
But why is he glaring at me so scary..😱
Just as the Lee Byung-hun lookalike told me, there's a go stone container at the supermarket? I think clicking on that will give me a clue!
I'm too scared and need to get out of this apartment..
Please explore Hwanggung Apartment and find clues to successfully apply for residence on my behalf!!
Did you enjoy the transmedia marketing of <Concrete Utopia> with Realworld?
I used to enjoy watching movies and then reading YouTube videos or blog posts to see different interpretations of the film, but even reading interpretations is passive - just receiving information.
But this transmedia marketing collaboration between Realworld and <Concrete Utopia> lets you become the main character yourself, enjoy the movie's story, and solve missions!
As a creator, I found it incredibly innovative and fun, but as a player, it was an experience where I could actively participate in new content!
Transmedia marketing that will have a huge impact on the film industry in the future! We're proud that Realworld gets to open that curtain 😚
This was designer peach22!