The immersive experience of a promotional game in augmented reality for children
Isabelle Muratore, Olivier Nannipieri · Décisions Marketing · 2016
How is it possible for a specific target, in our case children between seven and eleven years old, to live an immersive experience though sales promotion? To address this question, we use a qualitative study based on an augmented reality game presented to children on cereal packages. Usually used in order to increase sales, sales promotion can also be considered an efficient way of immersing the young consumer-influencer in the brand universe by highlighting the role of flow and of personal presence (in other words, the feeling of being in a place in which we are not really) in the immersion process.