Publicity Based on Geo-Localization: Creative Possibilities in the use of Localizing System

Abstract

The great number of smartphones used by Brazilians and by people worldwide increased exponentially during the last ten years and confirmed the trend of the mobile, localizing and ubiquitous communication era. Constant connection makes users seek information on places, interact with friends and relatives, and experiment a new homepage to watch TV, listen to the news and play games. The same smartphone is used as a platform in which publicity campaigns are prepared. Some agencies establish interactive campaigns and use localizing systems (geo-localization) or localizing media, connection by the Internet and interaction with other persons by online social networks. The communication strategies are called “geo-localization-based publicity”. Current essay forwards a view of such communication activity when it analyzes three successful examples in the publicity media. An experimental project is presented for a campaign to be produced in Maringá PR Brazil within the context of connected smartphones, taking and geo-localizing photos and creating commentaries in an interactive social network and online.