Advergaming in advertising communication: Case study Pepsiman and its brand awareness strategy

Abstract

Advertising strategies evolve from technological innovation, thus, advertising in traditional media has moved to digital advertising, however the advertising infoxication on the internet has led to the target audience to reject the presence of brands that opt for this strategy, from this they have had to innovate and present new proposals for advertising communication, thus advergaming is presented as a strategy that aims to boost Brand Awareness (brand recall) and adapt to the progress of the web 4. 0, since it merges advertising elements with the plot of a brand’s own game. Therefore, the present research aims to analyze whether advertising communication through advergaming strategy in the Pepsiman game has a significant impact on Brand Awareness in students of the Technical University of Cotopaxi, using a non-experimental design of exploratory-descriptive character, applying quantitative and qualitative approaches. The results indicate that Pepsiman achieves visual immersion and coherent integration of the brand in the video game. On the other hand, it generates a positive connection between the players and the brand, influencing the perception and recall of the product. Although some participants did not experience changes in their perception, most of them recognize the effectiveness of the game as an advertising strategy. Finally, experts highlight the challenge of maintaining non-intrusiveness and recognize the future potential of advergaming with technological evolution.