Os advergames como estratégia de comunicação: uma abordagem do aplicativo se liga na caixa da Caixa Econômica Federal

Abstract

The advancement of technology has led to new ways of showing the relationship marketing in companies. The information became allied companies in communicating with your audience. And social networking sites are great sources of information on products and services. Given these changes in the current scenario, companies are using social networks to connect with their customers, whether existing or potential. Facebook is a social networking with greater range and currently with the largest number of followers. One of the activities of growth in social networking is the practice games. The games are a kind of entertainment that has long accompanied man, but today, fascination grows even bigger. This work seeks to align these three contemporary issues: marketing, games and social networks and aims to investigate how companies use us in the propagation of their products and services. This may be possible through advergames, which are the insertion of advertising in games, in the case being studied, practiced in social networks. Through the case study company Caixa Economica Federal, sought to identify the communication strategies of the company for your application Se Liga na Caixa, available on Facebook. The game served to bring the company closer to its potential customers and strengthen the channels of communication between her and her audience. Companies that follow this strategy with great potential will be able to have a closer relationship with your audience, generate greater credibility with their products and services.