This document discusses a study analyzing mobile use patterns for advertising and calls to action. It tested different modalities for engaging audiences including posters, postcards, radio spots, YouTube videos, and screenvision videos. Participants could respond via text messaging, QR codes, or web URLs. Their responses were collected and stored along with device data. The goal was to analyze mobile use and different advertising modalities for engaging audiences and measuring responses.

1. MOBILE USE PATTERNS:
ADVERTISING, MODALITIES AND CALLS
TO ACTION VIA MOBILE DEVICES
INTERACTIVE MEDIA 450
Issues in New Media Theory

2. Who
Are
We?
Alex
Miner
Ma/
Vroman

3. What
is
IM
450?

4. Research
Goal
Posters Postcards Radio YouTube Screenvision Modality
SMS
QR Code Web URL Response
Shortcode
Vote on Action
Text in vote
website
Wire2Air receives message
PHP and Google Analytics
and passes to PHP function
store user data and assign
that stores device data and Data
a lottery number
assigns lottery number
Redirects user to Provides the team with all the
Texts user back a lottery
informational page data gathered from
about show and assigns participants for further
number and general Feedback
show information
them a lottery number analysis of mobile use

5. Team
Organiza?on

6. America
Live!
Branding

7. Three
Response
Types

8. Text
Messaging

9. QR
Code

10. Web
URL

11. Data
Collec?on

12. Adver?sing
Modali?es

13. Posters

14. Poster
Results

15. Postcards

16. Postcard
Results

17. Radio
Spot

18. YouTube
Videos

19. YouTube
Video
Results

20. Screenvision
Video

21. Overall
Results

22. Conclusion

23. Student
Experiences

24. Want
to
Learn
More?
www.playamericalive.com/mobile-­‐research.pdf