Gaming as a Tool in Social Campaigns: Case Study Review and Theoretical Frameworks
DOI:
https://doi.org/10.24917/20833296.212.13Keywords:
audience engagement, case study, gamification, gaming, social campaignsAbstract
The article addresses the effectiveness of gaming and gamification as tools for engaging audiences in social campaigns – an area still insufficiently explored in marketing literature. The aim of the paper is to identify and critically evaluate the mechanisms of engagement, the conditions for effectiveness, and the practical limitations of these strategies. A comparative multiple -case study method was applied, analysing four diverse, international social campaigns, selection was based on varied models of engagement (immersive, streaming, collective). The analysis covered both communication aspects and indicators of social effectiveness. The findings indicate that the effectiveness of gaming depends on the level of immersion, the quality of partnerships, and the degree of online community integration. Streaming ensures a broad reach, immersive actions that foster deep individual engagement, and collective models that strengthen community and the durability of social effects. The original contribution of this work is the development of a proprietary typology of action models and a practical comparative table, which may serve as tools for practitioners designing future social campaigns utilizing gaming and gamification.
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