몰입형 게임화에 따른 효과적 체험마케팅 연구 - 번트 슈미트(Bernd Schmitt)의 5가지 전략적 체험모듈을 중심으로 -

초록

This study is about effective experience marketing with indulging gamification, and intends to find the basis of the hypothesis that interests which is the common character of a game make customers indulge in services and products and therefore are useful to induce voluntary participation of customers.So this study tried to find correlation between 5 strategic experience module by Bernd Schmitt and 3 factors that influence to indulge into a game, and on basis of the correlation, analyzed 3 experience marketing cases of Coca Cola, Samsung, and Nike.In our analysis, ‘Coke Dance Digital Vending Machine’ of Coca Cola included only game factors, and was limited to experiencing fun as it was centered on rational thinking which maximizes usability to promote interest and fun.‘Gold Rush 2012’ of Samsung included game factors and functionality, and promoted voluntary participation as it was based on rational thinking that promotes fun and gives functional satisfaction.‘We Run Seoul Game’ of Nike includes all three of game factors, functionality, and network, and fulfilled optimized indulging experience marketing that maximizes voluntary participation as it was based on both rational thinking which promotes fun and functional satisfaction, and also made customers feel relatedness.As a result, when companies try to realize effective experience marketing, they need an indulging gamification strategy.And when companies import experience marketing, it is recommended to consider the correlation between 5 strategic experience module by Bernd Schmitt and 3 indulging factors to maintain optimized indulging condition.

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