Publicidade e advergame: ação da Mcdonald's em visita ao Méqui 1000 no Minecraft
Electing as object of study the gamification action of McDonald's Brazil on the Map Méqui 1000, operationalized and set in the virtual game Minecraft, this monograph aims to analyze the effort of that food brand to appropriate the game universe, portraying his action through a livestream presen...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
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Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/46116 |
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| Resumo: | Electing as object of study the gamification action of McDonald's Brazil on the Map Méqui 1000, operationalized and set in the virtual game Minecraft, this monograph aims to analyze the effort of that food brand to appropriate the game universe, portraying his action through a livestream presented by Marco Túlio on his YouTube channel - the AuthenticGames, one of the largest in the country focused on games and owned by the youtuber himself. The theoretical review appropriates concepts such as convergence and connection culture, presented by Henry Jenkins, Joshua Green and Sam Ford; fictional narrative, developed by João Carrascoza, and authors related to advertising. Methodologically, the research develops a netnography in social media based on Fernanda Carrera, Robert Kozinets and Débora Zanini. As a result of the analysis of the digital advertising action of McDonald's Brazil in the universe of games, the attention of the brand in approaching contemporary media manifestations is noted, in order to create original and effectively persuasive communicational solutions, in search of a close dialogue with the public and contributor to the strengthening of the brand in institutional and marketing scope. |
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