Publicidad in games, una nueva oportunidad para las marcas. Estudio de la colaboración de Marshmello con Fortnite

Abstract

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.