Project financed by UNINT – Third mission call – social impact (academic year 2022/2023)
Managers: Antonio Iovanella and Alessandro Aloisio, UNINT teachers
Objectives
The “Digital Citizenship: an example of digital cultural marketing” initiative aims to:
- enter into direct interaction with the company, transferring knowledge of digital marketing strategies;
- illustrate a possibility of digital valorisation of works of art freely accessible to everyone present in the area, as part of a collaborative and social art preservation movement;
- broaden the usability of artistic assets through the contribution offered by digital technologies and, at the same time, represent a stimulus to the territorial use of said assets through a strategy that uses the "virtual walk" as a stimulus for a "physical walk";
- contribute to the construction of a neighborhood development plan and also to the material implementation of a culturally attractive space for internal and external tourism;
- increase knowledge of the possibilities offered by digital technologies.
The aim of the project is the creation of a new entrepreneurial culture increasing the knowledge of the authors of street art works on the potential for diffusion, as well as the creation of tools that allow greater knowledge of the neighborhood.
Actions
The project is structured into the following phases:
- discussion with the Municipality, the authors, the digital art galleries, the metaverse platform, associations and third sector bodies, to identify the assets/murals to be valorised and the possible methods of diffusion, as well as the implications in terms of value creation related to the realization of the project;
- creation of a study group to identify problems related to the regulation of cultural heritage and copyright. Preparation of an agreement format with the authors for the creation of NFTs of artistic value enriched by multimedia contents with definition of the advantages for all parties involved;
- development of a mural digitization project with the creation of NFTs of artistic value. Construction of a business model to be given to the beneficiary also illustrating the additional functions of the NFT tool, attempting to develop the culture of the token economy. At the end of this first phase, the creation of a start-up or an academic spin-off will be supported which operationally deals with the management of the digitization process and the creation of NFTs;
- conclusion of an agreement with the interested parties (digital art gallery, company that manages metaverse platforms) regarding the organization of a virtual exhibition of the NFTs created;
- organization of a public meeting/debate with civil society to present the initiative and illustrate the opportunities for economic and social development linked to the valorisation of the particularities of the territory.
Impact
We intend to carry out an impact assessment in terms of visibility both in the metaverse that on websites, as well as in terms of tourist impact on the area. The evaluation and impact measurement phase also includes the definition of possible further uses of the digital goods thus produced in the alternative between:
- organization of a virtual auction and sale of goods;
- permanent or periodic exhibition in a virtual gallery;
- creating neighborhood tours in the metaverse and/or via app.
The event will be presented in its different phases of life at the following events: Rome Cup 2023, May 2023; Rome art. week, October 2023 Exhibition on Digital Gallery of Mecenate fine art September 2023 Metaverse of Digital Aquarium, January 2024, Final public evaluation meeting at UNINT, May 2024.
Indicators
- Number of visitors to the virtual exhibition;
- start-up or spin-off created;
- satisfaction with the area (questionnaire for citizens and/or businesses in the neighbourhood).
