As estratégias de comunicação da marca iFood no servidor de GTA RP Cidade Alta: um estudo de caso

Abstract

This study aims to analyze the activation of the iFood brand on the Brazilian server of GTA RP, Cidade Alta, comparing it with its actions in the offline environment. The objective is to identify the brand's positioning and interaction in this virtual space, map its online activations and compare these strategies with those adopted in the real world, to understand the similarities and differences between these contexts. Furthermore, the research investigates whether brand activations in the metaverse can signal potential trends in communication with new generations, analyzing players' response and engagement with these initiatives. The research contextualizes the game Grand Theft Auto V and its transformation into GTA Roleplay, facilitated by game modding (Sihvonen, 2011). Examines the role of video games as advertising media and highlights the rise of GTA RP as a significant advertising space in 2021, evidenced by increased corporate sponsorship in the game. The analysis addresses the history and distinctive characteristics of roleplaying games, exploring the concepts of roleplay (Caillois, 1990) and immersion (Murray, 2003) to understand the players' experience and the construction of narratives within the virtual environment of GTA RP. Using qualitative methods, such as content analysis and case studies, the study contributes to understanding the role of brands in emerging virtual environments and their implications for communicating with young audiences. Data collection and analysis will be carried out based on materials produced during the brand's action, available online. The relevance of the work is evidenced by its contribution to explaining the gradual insertion of brands into the metaverse and its relationship with the growing popularity of electronic games in Brazil.