Eğlence ve viral pazarlama türü olarak flash mob uygulamaları
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Dosyalar
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
İletişim teknolojilerinin gelişimi ile birlikte, teknolojik imkânlardan yararlanan 21. Yüzyılın tüketicileri yeni deneyimlere açık olarak, markalara pazarlama faaliyetlerinde gelenekselin dışına çıkmayı zorunlu hale getirmiştir. Reklamlar artık tek boyutlu değildir, toplum ile doğrudan etkileşim amacıyla çevrim içi ve çevrim dışı teknikler birlikte kullanılmaktadır. Birçok marka reklamlarını geleneksel medya yerine youtube ve vimeo gibi online platformlar üzerinden gerçekleştirmektedir. Bu platformlarda eğlence kavramı oldukça önem taşımaktadır. Tüketicilerin geleneksel reklamcılık yöntemlerine gösterdikleri direnç, markaları viral pazarlamayı da içeren yeni stratejiler geliştirmeye zorlamıştır. Son zamanlarda popüler olan, flash mob kavramı aniden ortaya çıkan topluluk anlamına gelmektedir. Eğlence amacıyla başlayan ve dikkat çeken flash mob etkinlikleri, reklamcıların ve pazarlamacıların da dikkatini çekmektedir. Yeni medyanın sunduğu imkanlardan da yararlanarak fenomen haline gelen flash moblar eğlence ve viral pazarlamanın bir türü olarak karşımıza çıkmaktadır. Bu çalışmada, eğlence ve viral pazarlama anlatılarak örneklerle açıklanmıştır. Eğlence ve viral pazarlamanın bir türü olarak flash mob kavramından bahsedilerek, Dünya’daki ve Türkiye’deki uygulamalarına yer verilmiştir. Video arama motorları, Google Video, Yandex Video, Bing Video ve video paylaşım sitesi Youtube ve Vimeo’da Flash Mob Türkiye, Türkiye’de Flash Mob Uygulamaları, anahtar sözcükleri ile taranmış, çıkan sonuçlara göre en fazla izlenen flash mob örnekleri örneklem çerçevesi olarak belirlenmiştir. Dünya’da ve Türkiye’de uygulanan flash mob etkinlikleri karşılaştırılarak analiz edilemeye çalışılmıştır.
Along with the development of communication technologies, consumers of the 21st century who have made use of technological opportunities are forced to go beyond traditionalism in brand marketing activities as open to new experiences. Advertisements are no longer one-dimensional, online and offline techniques are used together to interact directly with the community. Many brand advertisements are made through online platforms such as YouTube and vimeo instead of traditional media. The concept of entertainment is very important in these platforms. The resistance of consumers to traditional advertising methods has forced brands to develop new strategies, including viral marketing. The flash mob concept, which has recently become popular, means a suddenly assembling group. Flash mob events, which have started for the purposes of entertainment and become attractive, also attract attention of advertisers and marketers. Flash mobs, which become a phenomenon by making use of the possibilities offered by the new media, appear as a kind of entertainment and viral marketing. In this study, entertainment and viral marketing have been described and exemplified. The concept of flash mob has been defined as a kind of entertainment and viral marketing and its activations in the World and Turkey have been included. A review was performed with the key words “Flash Mob Turkey, Flash Mob Activations in Turkey” on video search engines Google Video, Yandex Video, Bing Video as well as on the video sharing sites Youtube and Vimeo, and the most watched flash mob examples according to the results obtained were determined as a sampling frame. Flash mob events that are performed in the world and Turkey were analyzed by comparing them.
Along with the development of communication technologies, consumers of the 21st century who have made use of technological opportunities are forced to go beyond traditionalism in brand marketing activities as open to new experiences. Advertisements are no longer one-dimensional, online and offline techniques are used together to interact directly with the community. Many brand advertisements are made through online platforms such as YouTube and vimeo instead of traditional media. The concept of entertainment is very important in these platforms. The resistance of consumers to traditional advertising methods has forced brands to develop new strategies, including viral marketing. The flash mob concept, which has recently become popular, means a suddenly assembling group. Flash mob events, which have started for the purposes of entertainment and become attractive, also attract attention of advertisers and marketers. Flash mobs, which become a phenomenon by making use of the possibilities offered by the new media, appear as a kind of entertainment and viral marketing. In this study, entertainment and viral marketing have been described and exemplified. The concept of flash mob has been defined as a kind of entertainment and viral marketing and its activations in the World and Turkey have been included. A review was performed with the key words “Flash Mob Turkey, Flash Mob Activations in Turkey” on video search engines Google Video, Yandex Video, Bing Video as well as on the video sharing sites Youtube and Vimeo, and the most watched flash mob examples according to the results obtained were determined as a sampling frame. Flash mob events that are performed in the world and Turkey were analyzed by comparing them.
Açıklama
2. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme
Anahtar Kelimeler
Eğlence, Viral Pazarlama, Flash Mob, Entertainment, Viral Marketing, Flash Mob
Kaynak
2. Uluslararası İletişimde Yeni Yönelimler Konferansı: Eğlence ve Ürün Yerleştirme
