Determining the Interaction and Communication Values Focused on User Experience Design: 'This is Our Jersey Campaign'

Due to the developments in technology, new strategies and methods related to interaction and user experince are used in various sectors. New methods used in the advertising industry revealed the need to consider classical and contemporary advertising practices in relation to contemporary communication approaches. Thanks to the new opportunities offered by technology, digital communication transformed into digital interaction. The design and communication-oriented way of thinking, forming the infrastructure of the advertising industry, reaches the consumer with original and interactive methods due to the innovative nature of advertising. The interactive project subject to the research is one of the firsts for the advertising industry in our country. The project, which was carried out by the company partnered by the author, was supported by activities organized in different cities and an intensive use of digital media as a large national campaign for an international sportswear company. In the study, the user experience and communicative features of the "interactive robot", which is the avatar of the project that won an international advertising award due to its unique quality, are determined and elaborated. The research offers robot design-production processes, brand value development and digital media integration with the aim of documenting the processes of designing and implementing a 360-degree advertising campaign. The robot is a mechatronic interactive application that has a quality which creates social relations focusing on design implementations. The Turkish National Basketball Team captain dressed the jersey in a basketball game worn by the robot in order to reflect a sense of national unity. Following the basic concepts presented in the literature selected, discussion section presents the essential parts of the project that overlap with the objectives of the study revealing findings on interaction and communication design properties. The main value of the project subject to the study is to obtain an interdisciplinary design product by handling the fields of product, graphic, digital and communication design as one.