Marketing doświadczeń w internecie na przykładzie gier reklamowych
Online advertising games (advergames) as an experiential marketing tool

Summary/Abstract: This paper presents advertising games (advergames) as a promotional activity, which is a part of experiential marketing concept. In the first part of the paper contemporary social and economic trends are described as an origin of experiential marketing, whose basic principles are briefly discussed. The second part of the article focuses on online advergames: their characteristics, users’ demographic information and available in the literature typologies are presented. Finally, the paper emphasizes experiential dimensions of advertising games and their effectiveness in achieving marketing goals.

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