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Building Brand Equity Using Advergames Experiences: a Brazilian Study Case

Marcos Buccini , Shirley Santana

In the light of relative failures in the early forms of online ads, advergames have increasingly been used as part of a marketing campaign to promote products and brands. Despite growing popularity, their efficacy it’s yet to be thoroughly proved and very little is known about the building of attitudes towards advergames, especially in emerging economies such as Brazil – Latin America's leader of Internet users, ahead of both Argentina and Mexico. Since the human being does not separate emotion from cognition even when using or buying a product, concepts like feelings, emotions, experience, pleasure and beauty have become more relevant in design and marketing research. Moreover, early studies suggest that digital games can bring up different kinds of experiences to their users. Those experiences were divided into six categories: experiences related to the senses; experiences related to the feelings; social experiences; cognitive experiences; use experiences; and motivational experiences. Supported by a focus group technique, the objectives of our study were to refine and empirically test the six categories of experiences framework using a case study of online advergames; to identify which experiences are generated by advergames and whether they promoted brand recall, a common measure of brand equity among Brazilian students. This paper sets out to show that design experiences can increase advergames effectiveness more than classical advertising ads in building brand equity.

advergames, experiencial design, brand equity