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Zielgruppenansprache im Sponsoring mittels Gamification - Beispiel: mobiles Spiel "schaz"

Author

Listed:
  • Drenger, Jan
  • König, Werner
  • Kaiser, Sascha

Abstract

Das Konzept der Gamification bietet Unternehmen die Chance, ihre Zielgruppen für ihr Sponsoring-Engagement zu aktivieren. Der Beitrag zeigt anhand eines Fallbeispiels, wie sich Sponsoren einer Veranstaltung in ein pervasives mobiles Werbespiel integrieren lassen. Weiterhin wird die Kommunikationswirkung des Werbespiels anhand empirischer Daten diskutiert.

Suggested Citation

  • Drenger, Jan & König, Werner & Kaiser, Sascha, 2019. "Zielgruppenansprache im Sponsoring mittels Gamification - Beispiel: mobiles Spiel "schaz"," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(6), pages 52-58.
    • Handle: RePEc:zbw:hsgmrs:276066
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    References listed on IDEAS

    as
    1. O’Reilly, Norm & Lafrance Horning, Denyse, 2013. "Leveraging sponsorship: The activation ratio," Sport Management Review, Elsevier, vol. 16(4), pages 424-437.
    2. Kai Huotari & Juho Hamari, 2017. "A definition for gamification: anchoring gamification in the service marketing literature," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(1), pages 21-31, February.
    3. Norm O’Reilly & Denyse Lafrance Horning, 2013. "Leveraging sponsorship: The activation ratio," Sport Management Review, Taylor & Francis Journals, vol. 16(4), pages 424-437, October.
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