Detalhes bibliográficos
| Ano de defesa: |
2017 |
| Autor(a) principal: |
Souza, Eduardo Faustino de |
| Orientador(a): |
Josgrilberg, Fabio Botelho |
| Banca de defesa: |
Tarsitano, Paulo Rogério,
Perazzo, Priscila Ferreira |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de Sao Paulo
|
| Programa de Pós-Graduação: |
Comunicacao Social
|
| Departamento: |
Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/2120
|
Resumo: |
The introduction of the transmedia into advertising has brought diverse options for exploring narrative universes. The games are part of this narrative range and are being increasingly introduced in campaigns, focusing on the loyalty and spontaneous propagation of brand in users. The Saving The Source campaign developed by the Coca-Cola Company in partnership with Ogilvy and Psyop focused on the use of this new market. Creating a worldwide mobile transmigration strategy reaching more than 168 million children, in 190 countries around the world. The methodology used is a case study with a qualitative view with bibliographical research, Internet documentary research, including the content and data of engagement from the campaign, besides qualitative interviews with professionals who worked in the campaign and specialists. The main conclusion is that the use of transmedia techniques, coupled with leading edge technologies have resulted in a strong branding impact. |
