Investigation of advergame as an experience based marketing method and digital advertising application: Comparative analysis of Y and z generations

That the human culture and life practices are caused change fast by the developments on information and communication technologies also has made marketing communication change in the context of instrumental and contextual. Thanks to mobile structure of discipline, codes spreading with digital communication applications has reached the large masses and correspondingly digital marketing has extended its sphere of influence. In other respects, individuals who buy the codes which are producted by digital culture systematically are defined as "digital native" or "G-generation". Video game applications, which are fun instruments of G-generation who is available to understand the experiences occurred on digital area, has taken an important place on the culture of this generation and has given a shape to their life practices. Hence, the digital game applications has become an important course on spreading marketing codes. Advergame application, which is constructed by aggregating marketing and digital game experience, is an application that is interactive, making the consumer active and built upon the concept of entertainment. Individuals, which analyses brand or product with symbolic codes inserted into game context, thus experience a positive brand practice. Also advergame has been defined as contributory to the adopting and conventionalizing of codes by audience. On the other hand, focus group discussion has been made with men who are members of Y and Z generation which can be defined as G-generation and digital native in order to product new informations which can contribute literature and test the hypothesis alleged on this study about advergame application. Research findings are presented and analyzed categorically in the context of perception similarities and differences of interviewers who are members of those generations. When the findings of the research were analyzed, significant differences were found between generations regarding the perception of advergame application. According to the findings of the research, advergame application was found successful in spreading positive brand awareness and was found to be insufficient in terms of form and content. Key Words: Digital Culture, Experiantial Marketing, Digital Marketing, Advergame.