Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Giovanna Russo
Publishing Year 2014 Issue 2014/47 Language Italian
Pages 10 P. 15-24 File size 150 KB
DOI is like a bar code for intellectual property: to have more infomation click here
Below, you can see the article first page
If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits
FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.
Today urban games are an emerging phenomenon, a new language through which the playful activity discovers new meanings and socio-cultural functions. They are based on the interaction between the participants and the urban spaces: recently they are also emerging as new environments of communication and marketing. Their aim is to combine ludic practices and unexpected situations involving players and which may lead to virtuous behaviors in communities. Indeed, urban games emerge as useful tools to promote socialization and engagement through the exploration and re-appropriation of urban spaces following logic of best practices. On this bases, the author describes two advertising campaigns of brands that have used the activity of urban game in the form of "treasure hunt" as strategies of renewed relationship with its brandspcape.
Keywords: Entertainment, performance, experience, game, device, best practice
Giovanna Russo, Gli urban game: pratica creativa della brand communication in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp 15-24, DOI: 10.3280/SC2014-047003