Gamification relationship between the guerilla marketing and consumers

In today's capitalist world, brands prefer guerilla marketing instead of traditional marketing in order to increase the consumption of their products or services. Guerilla marketing aims to build a connection between the consumers, which have different needs and expectations, and brands. In order to build this connection, guerilla marketing experts follow Gamification and Guerilla Marketing Strategies. In the first chapter of this thesis, titled "Gamification Relationship between the Guerilla Marketing and Consumers", what Traditional and Guerilla Marketing is and their differences, characteristics, advantages of Guerilla Marketing and the techniques that are used have been researched. In the second chapter, definitions of game and Homo Ludens, the person who plays game and the relationship between these two concepts have been reviewed. And the last chapter studies Gamification and guerilla marketing which come into being from the merge of game and the guerilla marketing and sample campaigns have been analyzed.