Comunicar jugando. Gamification en publicidad y relaciones públicas

• Autores: Elisenda Estanyol i Casals, Mireia Montaña Blasco, Ferrán Lalueza Bosch
• Localización: Breaking the media value chain: VII International Conference on Communication and Reality / coord. por Klaus Zilles, Joan Cuenca Fontbona, Josep A. Rom Rodríguez, 2013, ISBN 9788493695996, págs. 109-118
• Idioma: español
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• Dialnet Métricas: 9 Citas
• Resumen

  • This communication aims to study how gamification is being applied in advertising and public relations through the study of recent campaigns. Gamification is an emerging concept in the field of academic disciplines that concern us. This term is understood as “the use of game design elements in non-game contexts” (Deterding et al., 2011).

    The methodology followed in this work is based on case studies of advertising and PR campaigns carried out between 2009 and 2013 (Nike, McDonald’s, Axe/Lynx, Adidas, Volkswagen and Marriott). As a result of the study, an array of data has been developed in order to detect, in campaigns from the exhibit, the following categories and items: game mechanics, game dynamics, target, media, virality and level of engagement.

    Results show that the analyzed campaigns are characterized by searching engagement with their target. The media used is often the external environment or digital technology. These allow brands and organizations to differentiate from the competition, to improve the interactive participation of the target and to boost the viral effect through social networks. The study concludes that the application of gamification in advertising and PR can establish new links with stakeholders, involving them in creative and funny games.