„Are you in?” – nowe formy promocji w przestrzeni miejskiej

Abstract

The article aims at examining new marketing solutions (“dark marketing”, buzz marketing, viral marketing) which are based on advertising campaigns in different media and the real urban space at the same time. The analysis of selected examples is based on the Henry Jenkins' concept of media convergence and the problem of negotiations between consumers and producers. New marketing solutions may become an element of an interesting game with the audience, especially if the audience can be emotionally involved in the plot. Two categories “non-place” and “out of place” create a context for this game in the urban space.