I still have to come up with a good title..

Established in 1977, Sea Shepherd Conservation Society (SSCS) is an international non-profit, marine wildlife conservation organization. Our mission is to end the destruction of habitat and slaughter of wildlife in the world’s oceans in order to conserve and protect ecosystems and species.

Sea Shepherd uses innovative direct-action tactics to investigate, document, and take action when necessary to expose and confront illegal activities on the high seas. By safeguarding the biodiversity of our delicately-balanced ocean ecosystems, Sea Shepherd works to ensure their survival for future generations.

from http://www.seashepherd.org/who-we-are/

An analysis of the organization and of the message to brand will follow briefly.

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I intend to drive this project in a direction that will allow me to explore the relations between the following concepts:

AdverGaming, Experience Economy, Viral Marketing and Guerrilla Marketing.

The relations, most importantly, have to be proved, and then synthesized in order to fully appreciate the value of them.

So far, bits and pieces of information that made me think of relations between these concepts are:

• Advergaming as a mix of Entertainment and Advertisment
• Interaction and Immersion help retention of the message marketed (Experience Economy)
• a successfully entertaining game will attract users to play the game multiple times (repetition allows effectiveness of marketing)
• mouth-to-mouth spread of the game would increase the viral potential of the campaign
• advergames can be developed in order to provide easy measurability over the campaign (Guerrilla marketing)
• new and innovative way of market messages or ideas, more effective than popups or banners

For this reason, Advergaming is thought to be a valuable resource in the marketing arsenal of a company. This project is meant to prove this hypothesis.

Problem Statement:

Basing the research on case studies, this report will analyze why AdverGaming can be a valuable resource for Xcompany as a marketing strategy.

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Final Project, 4th semester Multimedia Design. Winter ‘09.

This is the last chance to carry out a project under the protective wings of this education.

Perfect chance to end doing something cool, some well deserved fun..!

During this project I’ll be exploring the concept of Advergaming, studying the values associated with it, understanding what is it’s difference from edutainment, what has it been used for and how can it be used in new and innovative ways.

This project will be a “prosieguo” to the game design project carried out during the 3rd semester. The experience gained during that project will hopefully help me seeing through this new approach to game design.

But first of all, what does the term AdverGaming actually means?

Advergaming is an immersive mix of advertising and entertainment that takes the form of video games. [..] This interaction leads to much better retention of the product or message the product advertising is trying to get across to you. As an additional bonus, games that are especially entertaining, clever or challenging get passed on to friends, creating the viral marketing that all companies desire for their products.

An advergame can be defined so as a game with the purpose of communicating messages, marketing products or ideas, brand companies’ values etc.

I expect this project to allow me to work on both the technical aspects of this education, having to develop an application, but also on more business/communication oriented aspects, studying how advergaming can be related to experience economy and viral marketing, leading eventually to the concept of guerrilla marketing.

I will base my research on an approach as practical as possible, going through case studies of famous advergames, basing the theories learned on a solid “real life” foundation.

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