TY - GEN
T1 - Advergame
T2 - 7th World Conference on Smart Trends in Systems, Security and Sustainability, WorldS4 2023
AU - Cormán-Chávez, Carla Gianinna
AU - Turriate-Guzman, Adriana Margarita
AU - Bravo-Guevara, Dalia Rosa
AU - Acevedo-Carrillo, Mauricio
AU - Caldas-Gayoso, Norma Inés
AU - Córdova-Robles, Christian
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
PY - 2024
Y1 - 2024
N2 - The new entertainment industry has led brands to link themselves strategically to the gaming sector, so they use the advergame as a format and attractive advertising action to reach their consumers. For this reason, this research answers the following question: What is the perception of young people about the components of the advergame in the KFC brand during 2022? Regarding the methodology, a qualitative phenomenological study was applied. Likewise, a case study was used as a method supported by the interview technique, with a guide validated by expert judgment. Subsequently, with the data triangulation, the information obtained was systematized. The results show that the advergame seeks to generate a bond based on the current context. Therefore, it enters spaces where advertising is not necessarily present. It also complements branding strategies since it is implemented in line with communication trends—according to the country's reality—and the user's experience.
AB - The new entertainment industry has led brands to link themselves strategically to the gaming sector, so they use the advergame as a format and attractive advertising action to reach their consumers. For this reason, this research answers the following question: What is the perception of young people about the components of the advergame in the KFC brand during 2022? Regarding the methodology, a qualitative phenomenological study was applied. Likewise, a case study was used as a method supported by the interview technique, with a guide validated by expert judgment. Subsequently, with the data triangulation, the information obtained was systematized. The results show that the advergame seeks to generate a bond based on the current context. Therefore, it enters spaces where advertising is not necessarily present. It also complements branding strategies since it is implemented in line with communication trends—according to the country's reality—and the user's experience.
KW - Advergame
KW - Advertising
KW - Branding
KW - Gaming
KW - In-game
KW - Strategy
UR - https://www.scopus.com/pages/publications/85188677320
U2 - 10.1007/978-981-99-8111-3_22
DO - 10.1007/978-981-99-8111-3_22
M3 - Conference contribution
AN - SCOPUS:85188677320
SN - 9789819981106
T3 - Lecture Notes in Networks and Systems
SP - 237
EP - 246
BT - Intelligent Sustainable Systems - Selected Papers of WorldS4 2023
A2 - Nagar, Atulya K.
A2 - Jat, Dharm Singh
A2 - Mishra, Durgesh Kumar
A2 - Joshi, Amit
Y2 - 21 August 2023 through 24 August 2023
ER -