THE LUDIFICATION OF THE MARKETING COMMUNICATION. GAMIFICATION TECHNIQUES USED BY HIGH-END BRANDS
THE LUDIFICATION OF THE MARKETING COMMUNICATION. GAMIFICATION TECHNIQUES USED BY HIGH-END BRANDS

Summary/Abstract: The accelerated development of new technologies, the portability of telecommunications, the proliferation of digital media and, above all, the access of the general public to all this, determine a change in the way people communicate with each other and with the commercial brands. The brands, on the other hand, need to adapt quickly to this "digital culture" in which communication takes place in any space. In the new digital age, the modern logic of marketing communication acts on the consumer in the direction of playfulness, of ludic behaviour in the process of receiving the commercial message, giving him gamification mechanisms that create the impression of control over the production of the commercial message content, through interactions with media (brand and company sites, online applications, virtual exhibition and sales spaces - e-commerce sites). Gamification may bring an experience more enjoyable and more engaging, that could not necessarily bring a valuable outcome, or changing behaviour by exploiting “gameful”, as using those techniques in relationship with education, yet it could be a way to motivate people to behave [31]. This paper uses a collective case-study method to assess the brand communication using gamification techniques for building playful content, analysing official websites, professional websites and the responses to an e-mail mini-questionnaire. The purpose of the current study was to determine if brands can „borrow” models, practices and techniques from the online or video games (the wider area of gaming) and to reproduce them in non-gaming media, in order to obtain viable commercial communication products.

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