HOMO LUDENS / ADVERGAMING -- Doritos Crash Course: using a game as a platform for advertising and branding
DateSun 22 Dec 2019
Tagsdoritos, gaming, ludens, games, brand, branding, marketing, advertising, digitalia, mk, media, perception, thought, awareness
In this paper, we seek to analyze the use of a game named Doritos Crash Course as an advertising piece for the Doritos brand. We discuss the hybridization of a video game experience and a branded content inside the gaming universe; also known as an advergaming strategy. Wanako Games developed the game in 2010 for the Xbox 360 console and this ludic content starts a series of related actions using entertainment for Doritos. As a digital downloadable content for the Xbox platform, the game could reach a great audience by the gap of few clicks and it establishes an interesting and strategic point to highlight in the contemporary ambient of marketing and communication. We intend to discuss the main points of Doritos Crash Course and explore some important information from the global gaming market. We understand that, in this context, video games could be considered a product to be sold and a media platform for advertising.