O entrelaçamento entre novos modelos de negócio e a publicidade de entretenimento: um estudo sobre a organização furia

Abstract

The way generations Y and Z consume advertising is being determined based on centralization and technological evolution. As well as due to the dispute for attention that forced communication to adapt and acquire new tools to reach the new audience in the spaces where it occupies. The scarcity of "attention" generated by the Attention Economy (SIMON, 1971) directly impacts the emergence of new business models specialized in the digital, social universe and lifestyle of this public. However, with the constant transformation and breadth of this new universe, most projects are still not well categorized or positioned in the competitive market. Furthermore, there are also few studies that understand how advertising logic operates within these models. In this sense, this work sought to analyze how the FURIA organization explores its entertainment advertising strategies on its digital channels, considering it as a new business model. To do this, we studied the new transformations in advertising based on the concepts of Hybridization developed by Covaleski (2010) and Expanded Advertising presented by Burrowes (2016). Furthermore, a historical overview of the sociocultural evolution of consumption was made and we categorized the tools available for advertising in this new scenario. Thus, the first part of the methodology was based on a bibliographical review based on the authors mentioned above, as well as on research by Clotilde Perez (2010), Trindade and Perez (2014; 2019), Bragaglia (2022) and Camargo, Estevanim, Silveira (2017). The second methodological phase took place through the case study, from the perspective of Yin (2001), where the communication actions of the esports organization FURIA were analyzed. In the end, we concluded that the company uses several strategies incorporated into digital advertising to increase the persuasive nature of the message, mainly the use of entertainment and digital influencers. This link significantly strengthened the conversion of the message, as well as contributing to the growth of the community generated around the brand. The strategic phenomenon of combining advertising with entertainment tends to be a strong trend for new ventures that want to keep up with hyperconnected consumers.