個案資料
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Ludesco Game Festival: Delivering “D’expériences Ludiques” on Social Media
內容大綱
Ludesco, an international festival of games and gaming experiences held in Switzerland, had enjoyed growth since its inception in 2010, leading to an impressive 10,000+ visitors during the tenth edition of the festival in 2019. The success of the festival was owing to the unique, fun, and unforgettable experiences in which visitors could immerse themselves throughout the festival weekend. However, misfortune struck in 2020, when the organizing committee was forced to cancel the event due to the global COVID-19 pandemic.<br><br>With no end to the pandemic in sight, the committee wondered if this could be the opportune time to pursue a stronger social media presence. What challenges would Ludesco face in creating digital engagement? How could Ludesco’s organizing committee increase digital engagement through social media that complemented the offline festival? What type of content could encourage participation and create a sense of community, while simultaneously generating build-up for the festival?
學習目標
This case is suitable for undergraduate- and graduate-level (MBA) courses on social media marketing, integrated marketing communications, event management, and brand management. Students will assume the role of Ludesco’s organizing committee in developing a proposal to capture online engagement while also increasing interest and buzz around the actual offline event. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Explore the concept of content engagement from a digital perspective.</li><li>Perform a player and social media user motivation and needs analysis.</li><li>Examine the concepts of engagement and experiential elements in crafting content.</li><li>Understand the differences between storytelling and transmedia storytelling.</li><li>Examine the concept of gamification in creating engagement.</li><li>Formulate an online experiential strategy that complements and generates buzz for the offline event.</li></ul>