Freeform Festival
Bachelor thesis: Freeform Festival. Possible applications of augmented reality at festivals to enhance the visitor's experience.
Theoretical Part
This bachelor thesis aims to demonstrate the potential of augmented reality as an innovative technology within a marketing campaign for a festival. For this purpose, the following central research question is posed: What are the potential applications of augmented reality in events, using a festival as an example, and how can it be used effectively to enhance the event experience? The theoretical part is based on the study of augmented reality and augmented reality in marketing and branding.
Practical Part
To shed light on the research question in a practical way, augmented reality applications are developed as an integral part of the marketing campaign for the fictional Freeform Festival. For this purpose, the campaign is divided into three areas: Print, Digital as well as Event and thus covers different touchpoints of the Customer Journey. The applications are intended to show that it is not necessary to break completely new ground, but that new experiences can also be created with small enhancements using augmented reality.
A total of 8 different AR applications were created for the festival. These include two posters, the ticket, stickers, a tote bag, two Instagram face filter and an idea for the AR stage show. All AR applications can be launched via the festival's Instagram channel.
