Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”

Six Factors That Determine the Conceptualization of Persuasive Strategies for Advergames: The Case Study of “Tem de Tank”

Teresa de la Hera Conde-Pumpido (Utrecht University, The Netherlands)
DOI: 10.4018/978-1-5225-1793-1.ch026
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Abstract

In this chapter, I define six factors that determine the conceptualization of persuasive strategies for advergames. Advergames are understood here as “digital games specifically designed for a brand with the aim of conveying an advertising message” (De la Hera Conde-Pumpido, In Press). These six factors have been used for the analysis of the advergame Tem de Tank (DDB Amsterdam & Flavour, 2010), which was launched in 2010 by Volkswagen to introduce the Volkswagen Polo BlueMotion. The reason for selecting this game as a case study for this chapter is that, although the advergame's goals were properly defined, the game contains, in my opinion, a series of problems in terms of persuasion. Therefore, this game is a perfect case study to exemplify how the factors presented here can be useful to identify problems in the persuasive strategy of an advergame.
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Setting The Stage

The theoretical model presented in this chapter has been applied for a content analysis of the advergame Tem de Tank (DDB Amsterdam & Flavour, 2010). I have also conducted an in-depth interview with Jain van Nigtevegt, Creative Director at Flavour, the game company that has developed the advergame. In this interview I have collected specific information about the objectives of the advergame, the conditions of the development process and the difficulties they have encounter within it. In this interview, I have also discussed the results of the analysis of the advergame, which has served to adjust some of my appreciations about the content, and therefore the results of the analysis.

Based on the results of the analysis together with the feedback obtained during the interview, I have proposed a series of alternatives and solutions to improve the quality of the game in terms of persuasion. The solutions that I propose here would have not supposed changes in the budget of the advergame or the time dedicated for its development, because the objective was to propose solutions that could be implemented taking into considerations the constrictions of the real case.

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