The effect of a mobile interactive advertising game on the cinema consumer experience. : Using Cinemagame as an example
Kumar, Sachin (2018)
Metropolia Ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018053111695
https://urn.fi/URN:NBN:fi:amk-2018053111695
Tiivistelmä
The purpose of this thesis was to further research the customer experience of the Cinemagame. Cinemagame is an advertising game launched by Finnkino which combines the aspects of gaming together with advertising within the game. Finnkino is the biggest movie theatre company in Finland.
Qualitative as well as quantitative research methodology was used in this thesis. The qualitative researched consisted of interviews with people who had just finished playing the game and with the Media Operations Manager of Finnkino. The quantitative on the other hand was gathered with the help of a questionnaire. The questionnaire was sent out via social media and it received 228 responses.
The results of the questionnaire highlighted the various aspects of what people thought about the game. The author found out that people in general liked the Cinemagame and what it brought to the cinematic experience in Finland but also pointed out flaws or improvements related to it. The interviews were also insightful and provided great deal of information and new perceptions about the game and the consumer experience related to it.
Together with the results of the survey, the interviews and the literature the author has conducted an analysis based on the information and suggested improvements based on the information provided by various sources. The customer experience aspect of the Cinemagame had not been researched yet and it was vital to know since the advertising side of it had been researched already. Thesis offers some learnings from the data gathered and the author has also suggested how to further develop the game.
Qualitative as well as quantitative research methodology was used in this thesis. The qualitative researched consisted of interviews with people who had just finished playing the game and with the Media Operations Manager of Finnkino. The quantitative on the other hand was gathered with the help of a questionnaire. The questionnaire was sent out via social media and it received 228 responses.
The results of the questionnaire highlighted the various aspects of what people thought about the game. The author found out that people in general liked the Cinemagame and what it brought to the cinematic experience in Finland but also pointed out flaws or improvements related to it. The interviews were also insightful and provided great deal of information and new perceptions about the game and the consumer experience related to it.
Together with the results of the survey, the interviews and the literature the author has conducted an analysis based on the information and suggested improvements based on the information provided by various sources. The customer experience aspect of the Cinemagame had not been researched yet and it was vital to know since the advertising side of it had been researched already. Thesis offers some learnings from the data gathered and the author has also suggested how to further develop the game.