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University of Southern California

1. Licha-López, Verónica. The branding game: a study on advergames, a successful way to connect with today's gamified audience.

Degree: MA, Strategic Public Relations, 2015, University of Southern California

This paper examines a series of games created by brands and attempts to identify key aspects that a brand could consider when creating its own advergame. The purpose of this study is to examine four brands’ advergames to understand what strengths and weaknesses have made those games thrive or flop among a technology-dependent audience. The principal conclusion is that the fast-food industry has the ideal characteristics to create a successful advergame. However, brands in a variety of industries can venture into developing advergames if they follow the characteristics identified in this paper. Advisors/Committee Members: LeVeque, Matthew (Committee Chair).

Subjects/Keywords: advergames; Chipotle; 76 Gas; Progressive Insurance; Domino'; s Pizza

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Licha-López, V. (2015). The branding game: a study on advergames, a successful way to connect with today's gamified audience. (Masters Thesis). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466

Chicago Manual of Style (16th Edition):

Licha-López, Verónica. “The branding game: a study on advergames, a successful way to connect with today's gamified audience.” 2015. Masters Thesis, University of Southern California. Accessed December 16, 2019. http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466.

MLA Handbook (7th Edition):

Licha-López, Verónica. “The branding game: a study on advergames, a successful way to connect with today's gamified audience.” 2015. Web. 16 Dec 2019.

Vancouver:

Licha-López V. The branding game: a study on advergames, a successful way to connect with today's gamified audience. [Internet] [Masters thesis]. University of Southern California; 2015. [cited 2019 Dec 16]. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466.

Council of Science Editors:

Licha-López V. The branding game: a study on advergames, a successful way to connect with today's gamified audience. [Masters Thesis]. University of Southern California; 2015. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/562791/rec/6466

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