The purpose of this study is to analyze how the mobile augmented reality game Red Bull Secret Gig was made in practise by its users. Red Bull Secret Gig was a game that was a part of the release of Swedish pop star Robyns new album. The prize of the game was two tickets to a secret show with the pop star. Interviews, group interviews walkthroughs of the game written by its creators and posts published in the official Facebook group for the game has been used as a material base for analyzing Red Bull Secret Gig. The theoretical framework for this study consists of communication theories such as Stuart Hall’s Encoding/Decoding, Henry Jenkins theories about convergence culture, participatory culture, astroturfing, engaging as labor and collective intelligence and also theories about gamification and motivation. Findings include elements of the game being designed to be motivational for its users, how users came together to figure out how to gain points in the game, users bad experiences of the game, Red Bulls presence in the game, how users different economic and social situations could affect their progress in the game and the price of the prize. Conclusions of this study includes the official Facebook group being dependent on users engagement, users feelings and opinions about Red Bulls presence being split and users perception of the ticket being for free.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-158267 |
| Date | January 2019 |
| Creators | Hägglund, Melina |
| Publisher | Umeå universitet, Institutionen för kultur- och medievetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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