PENG Huiming. On the Strategy of Interactive Media:a Case of Web Game "Happy Farm". [J]. Journal of University of Jinan(Social Science Edition) 21(1):26-33(2011)
PENG Huiming. On the Strategy of Interactive Media:a Case of Web Game "Happy Farm". [J]. Journal of University of Jinan(Social Science Edition) 21(1):26-33(2011)DOI:
On the Strategy of Interactive Media:a Case of Web Game "Happy Farm"
摘要
近年来兴起的互动媒体以web 2.0的交流和实时、互动等特性
吸引网友大量参与
形成媒体热门讨论话题。"开心农场"是典型的互动媒体平台代表
更有业者通过"开心农场"进行促销
带动了销售量的增加。过去对广告置入游戏的研究
多以玩家投入时间长、愿意重度消费的在线游戏为主
对界面简单的网页游戏的营销效果着墨较少。通过深度访谈八名上班族
对使用互动媒体"开心农场"的原因与投入程度
及广告呈现与效果的看法等问题进行了调查
结果发现
几乎所有受访者都对广告在"开心农场"中的呈现方式感到满意
有一半的受访者表示因为营销活动增加购买。受访者并对未来互动平台的广告方式提出建议
认为低价、生活化的营销与产品最容易接近玩家。
Abstract
In this study
we interview with eight workers who play the interactive web game "Happy Farm" on the social network site" facebook".Try to understand the effect of beverage industry’s product placement ads in Happy Farm.The results found that almost all respondents are interested in the ads and be satisfied
half of the respondents said they have changed their action and bought more products.Respondents have suggested that lowcost
daily life products could attract more attention and satisfaction in these interactive web games.