| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.41 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Atualmente, os canais digitais ocupam um lugar basilar na vida das marcas e dos consumidores, sendo que a partir deles é possível estabelecer relações de maior proximidade. Devido a este novo paradigma, os consumidores, especialmente os mais novos, são mais exigentes e assumem um papel ativo e consciente nas redes socais. As ações de marketing e de comunicação digital, realizadas pelas empresas, tornaram-se cada vez menos eficientes, o que os leva a procurar novas estratégias e abordagens. Neste sentido, outras áreas como a gamification, que atua nas necessidades intrínsecas dos consumidores, têm vindo a desenvolver-se e a inserir-se não só como uma nova ferramenta de negócio, como também de apoio a questões sociais, nomeadamente no território da sustentabilidade. Quando aplicada ao contexto de festivais música, a gamification poderá incentivar adoção de comportamentos sustentáveis durante o evento, mas também aumentar a consciencialização e promover uma cultura de sustentabilidade que se pode estender para além do recinto do festival. Ao tornar a sustentabilidade divertida e interativa, a gamification pode ser uma estratégia eficiente na promoção da consciência ambiental entre os festivaleiros e nas suas relações com as entidades organizadoras. Assim, este projeto centrou-se num festival em particular - o MEO Sudoeste. Com a criação de um protótipo - plataforma digital gamificada - direcionada à Geração Z, e através de um procedimento metodológico de natureza qualitativa mediado por dois focus groups, foi possível levantar apreciações sobre a praticabilidade do projeto (no que diz respeito à promoção de práticas mais sustentáveis em festivais de música) e confirmar a predisposição dos grupos em se envolverem com a experiência criada.
Nowadays, digital channels play a fundamental role in brands and customers lives, as they allow for closer relationships to be established. Due to this new paradigm, consumers, particularly the younger generation, are becoming more demanding and while taking an active and conscious role on social networks. The marketing actions and digital communication carried out by companies have become increasingly less efficient, leading them to seek new strategies and approaches. In this context, other areas such as gamification, which address consumer’s intrinsic need, have been developing and integrating themselves a new business tool. However, it also acts as a support of social issues, particularly in the realm of sustainability. When applied in the context of music festivals, gamification can promote the adoption of sustainable behaviours during the event and as well as increase awareness. It can promote a culture of sustainability that extends beyond the festival grounds. By making sustainability fun and interactive, gamification can be an efficient strategy in promoting environmental awareness among festival-goers and in their relationships with the organization. Therefore, this project is focused on a specific festival - MEO Sudoeste. Through the creation of a prototype - a gamified digital platform - targeted at Generation Z, and by following a qualitative methodological procedure mediated by two focus groups, a set of conclusions were made to assets the feasibility of the project. This included promoting more sustainable practices at music festivals and confirming the willingness of these groups to engage with the created experience.
Nowadays, digital channels play a fundamental role in brands and customers lives, as they allow for closer relationships to be established. Due to this new paradigm, consumers, particularly the younger generation, are becoming more demanding and while taking an active and conscious role on social networks. The marketing actions and digital communication carried out by companies have become increasingly less efficient, leading them to seek new strategies and approaches. In this context, other areas such as gamification, which address consumer’s intrinsic need, have been developing and integrating themselves a new business tool. However, it also acts as a support of social issues, particularly in the realm of sustainability. When applied in the context of music festivals, gamification can promote the adoption of sustainable behaviours during the event and as well as increase awareness. It can promote a culture of sustainability that extends beyond the festival grounds. By making sustainability fun and interactive, gamification can be an efficient strategy in promoting environmental awareness among festival-goers and in their relationships with the organization. Therefore, this project is focused on a specific festival - MEO Sudoeste. Through the creation of a prototype - a gamified digital platform - targeted at Generation Z, and by following a qualitative methodological procedure mediated by two focus groups, a set of conclusions were made to assets the feasibility of the project. This included promoting more sustainable practices at music festivals and confirming the willingness of these groups to engage with the created experience.
Description
Keywords
Marketing digital Comunicação digital Engagement digital Geração Z Gamification Sustentabilidade Festivais de música Digital marketing Digital communication Digital engagement Generation Z Gamification Sustainability Music festivals