효과적인 커뮤니케이션을 위한 애드버게임의 브랜드 체험 연구

초록

The MZ generation, which comes up as the main consumer, is a generation that is not only familiar using digital devices and playing games, but also invests money and time for realistic experiences and consumes their related products and services. For effective communication with these consumers, enterprises should do marketing using advergame, which is an advertisement combined with games that can offer the experiences. Therefore, the study carried out a brand experience of advergame for effective communication with consumers. First the study was considered theoretical background and relationship of communication and advertisement and organized the concept of advergame and brand experience, and finally derived the elements of advergame based on its brand experience by preceding research. Brand experience cases of Adver Games were analyzed with derived brand experience factors. As a result of the case analysis, all cases of advergames shows in common ‘story’ of the sensory experience and ‘quest’ of the behavioral experience to do effective communication. It was also confirmed that depending on the position of the logo, the difference of ‘awareness of the brand’ in cognitive experience was high and the delivery of ‘message’ in cognitive experience was low. In advergame for effective communication, if the enterprises increase the consistency of the messages what they want to deliver with the progress of the game through advertisements, the consumers are going to accept the message what they would like to deliver through the game. Therefore, more studies are needed to bring voluntary participation and experience through advergames, and they should be continued to use advergames and develop brand experience contents to communicate with consumers effectively.

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