Publicidad in games, una nueva oportunidad para las marcas. Estudio de la colaboración de Marshmello con Fortnite
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comunitat-uji-handle3:10234/101949
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Title
Publicidad in games, una nueva oportunidad para las marcas. Estudio de la colaboración de Marshmello con FortniteAuthor (s)
Tutor/Supervisor; University.Department
López Font, Lorena; Universitat Jaume I. Departament de Ciències de la ComunicacióDate
2019-10-10Publisher
Universitat Jaume IAbstract
The realization of this work has served to assess the current situation in which we live in the
world of communication. A sobreinformado world with more messages a day that will never
encode an individual, where ... [+]
The realization of this work has served to assess the current situation in which we live in the
world of communication. A sobreinformado world with more messages a day that will never
encode an individual, where consumers are doing that that information to be more critical of
brands and wherein said rebellion by the consumer, among a few other reasons, it has created
the need for issuers to seek new strategies to get the message to their respective audiences in
a more innovative way and less intrusive.
One of these new ways of communicating is in-game advertising. In a society where the
video game industry continues to grow year after year and stands out as one of the great
powers, it is not uncommon to have it in mind as a possible means of communication, due to
the large number of people driving. Besides the number of people, it has several advantages
that make this means a new opportunity for brands.
So we've taken as an example a case study happened in the game Fortnite, hand famous
American DJ Marshmello. We have chosen this case is a clear example of this type of
advertising has potential and brands and are realizing it. An entertaining advertising that fits
the game getting creative line to avoid intrusiveness.
Society is changing and advertising with her. [-]
Subject
Grau en Publicitat i Relacions Públiques | Grado en Publicidad y Relaciones Públicas | Bachelor's Degree in Advertising and Public Relations | current advertising | advergaming | games | current consumers | gaming industry | publicidad actual | advergaming | videojuegos | consumidor actual | industria del videojuego
Description
Treball Final de Grau en Publicitat i Relacions Públiques. Codi: PU0932. Curs acadèmic: 2018/2019
Type
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http://rightsstatements.org/vocab/CNE/1.0/
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