TY  - THES 
TI  - 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
PB  - Universidad Icesi
PY  - 2022
UR  - http://repository.icesi.edu.co/biblioteca_digital/handle/10906/99110
AB  - 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.
KW  - Experiencia de usuario
KW  - Campañas interactivas
KW  - Comunicaciones
KW  - Publicaciones académicas
KW  - Ecosistema solución
KW  - Promoción de lectura
KW  - Pensamiento de diseño
KW  - Lectores
KW  - Estrategias nativas digitales
KW  - Edición local de libros
KW  - Trabajos de grado
KW  - Diseño de Medios Interactivos
KW  - Departamento de Diseño
ER  -