A UGMENTED REALITY SOLUTIONS FOR MARKETINGPR: CASE ANALYSIS OF POKEMON GO

6 Temmuz 2016 tarihinde Niantic Games tarafından ABD, Yeni Zelanda ve Avusturalya'da eşzamanlı piyasaya sürülen Poke'mon GO artırılmış gerçeklik (Augmented Reality- AR) tabanlı bir oyun fomatında kitlelerin beğenisine sunuldu. Android ve iOS işletimli mobil telefonlar üzerinden kullanıcıların gerçek dünyada sanal ögelerle keyifli bir deneyim yaşamasına olanak sağlayan bu oyun piyasaya sürüldüğü gün milyonlarca kullanıcıya ulaşınca Niantic Games markalara pazarlama fırsatı sunmak amacıyla oyuna sponsorlu lokasyon ve içerik özelliğini açtı. Poke'mon GO milyonları peşinden sürüklerken iki konu merak konusu olmaya devam ediyor: insanları bu içerikleri tüketmede motive eden güdü nedir ve bu güdülerden elde edilebilecek olası üretici ve tüketici odaklı çıkarımlar nelerdir? Etik konulara da değinecek olan bu yazıda farklı alanlarda karşımıza çıkan AR uygulamaları konu alınıp, popülerliğiyle öne çıkan, Poke'mon GO bir AR tabanlı uygulama olarak değerlendirilecektir. Giriş bölümüne takiben AR tanım ve kullanım alanlarına değinilecek, kısa bir AR tarihçeden sonra literatürde sıklıkla referans verilen, insan güdülerini tetikleyen motivasyon teorileri ve araştırmaları incelenecek, sonuç ve değerlendirme kısmında ise motivasyon teorileri bilişsel bilimin sunduğu çıkarımlarla harmanlanıp bireyin bilişsel ihtiyaçları doğrultusunda markalara pazarlama stratejileri önerilecek, ilerdeki araştırmalar için konu tavsiyelerinde bulunulacaktır.

PAZARLAMA YÖNELİMLİ HALKLA İLİŞKİLERDE ARTTIRILMIŞ GERÇEKLİK ÇÖZÜMLERİ: POKEMON GO ÜZERİNDEN BİR DEĞERLENDİRME

On July 2016, Niantic Games released an augmented reality (AR) based game, Poke'mon GO in USA, New Zealand and Australia. Having realized the game’s drive power, Niantic Games rushed to offer ingame sponsored locations and content for brands. Fjord, one of the leading digital design agencies in the world, says Poke'mon GO set the milestone in shaping 2017 marketing trends. As trend reports keep on piling, circles keep dwelling on questions such as what are some of the motives driving people to consume this type of media or content and what are some of the possible producer as well as consumer oriented implications that can be drawn. ln this papepr Poke'mon GO will be exemplified as an AR case illustration. Following introduction wherein some philosophical discourse on the discussion of matter is covered, AR definition and areas of use will be stated then right after brief history on AR, motivation theories and research findings in literature will be provided as literature reviewed finally, in the discussion and conclusions section motivation theories will be interpreted with findings from neuroscience to offer marketing strategies and make propositions for future research.

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