El “advergame” como formato publicitario de series televisivas. El caso de “The Walking Dead”

Abstract

The advertising technique of advergaming has entered the current advertising landscape extending the possibilities of interactive media. In this framework, this proposal examines the usefulness of the advergame as an advertising format of TV series, also doing a tour of the concepts of advergaming, advergame and in-game, a review of the advantages of advergame to advertisers in their relationships with their targets and an analysis of the taxonomy of advergaming formats. Furthermore, this modest project proposes a case study through the design and implementation of a model for comparative analysis of the TV series “The Walking Dead” and its advergame.