Experiences in multi-platform campaigns: Similarities between game engagement and advertising engagement in virtual reality

Thaiane, Oliveira, Wanick, Vanissa and da Matta, Thalyta (2018) Experiences in multi-platform campaigns: Similarities between game engagement and advertising engagement in virtual reality. In, Yang, Kenneth (ed.) Multi-Platform Advertising Strategies in the Global Marketplace. IGI Global, pp. 81-117. (doi:10.4018/978-1-5225-3114-2.ch004).

Abstract

This chapter discusses the relationship between engagement actions during the experiences in game advertising, with the aim to investigate the elements that support consumer action in a Virtual Reality (VR) game developed for Oculus Rift. Since VR can be understood as a potential investment in advertising platform, the proposal of this chapter is to comprehend the experience of engagement with brands inside the game, including aspects about VR gameplay and immersion. For that, the researchers developed a game with different levels of brand integration in a VR environment. In order to measure engagement levels in this experience, the researchers have invited 24 participants to play the game to observe their behaviors. As a result of this study, it is suggested that the VR can be a useful environment to insert advertising for multi-platforms experiences, since it can promote an emotional and cognitive experiences around the brand and not only a simple exposition of the advertising.

This record has no associated files available for download.

Contributors

Author: Vanissa Wanick

Download statistics