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When designing a viral promotional advergame (VPA) (which combines a promotional game and an advergame in a viral marketing campaign), marketers focus on game schemes and prizes to trigger players’ intrinsic and extrinsic motivations and elicit certain behavioral responses, such as sharing personal data and forwarding the game. A field study examines factors that lead to behavioral responses in VPAs. The results show that players who perceive more playfulness tend to increase their game forwarding and personal data sharing behaviors. The perceived value of prizes also relates positively to game forwarding but not to personal data sharing. Finally, the results show that prior brand attitudes moderate the effect of the perceived value of prizes on game forwarding behavior.

Viral campaigns widely use online promotional games. They are an innovative and a compelling way to capture the attention of the target audience, and encourage consumers to interact with brands. The goal is to offer consumers a content that influence customer behaviour. As more immersive games are developed, online promotional games possess a number of features that make them a compelling opportunity for the study of flow. Flow is a mental state of operation in which a person is fully immersed in what he or she is doing. In this way, this research proposes to evaluate the impact of online promotional games on the willingness to communicate personal and social data (word-of-mouth) in respect with an approach focused on flow. A study is carried out on a sample of French individuals from a mega base of e-mails for promotional offers. Respondents were invited to play to a branded online promotional game created for a viral marketing campaign. The results show that the flow experience depends on the balance between the perceived skill ability and the perceived challenge. Flow experience is positively related impact the decision to diffuse the message and to share personal information with the brand.

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Companies develop co-creation platforms to collect innovative ideas generated by consumers. The idea competition model is traditionally used to organise such collective action and has been widely implemented by companies. In parallel, the development of collaborative platforms and social networks have led to the appearance of co-creation platforms based on a cooperation model with community features. In addition to these two classical models, a third model, a combination of competition and cooperation — the coopetition model — has emerged. Although there is growing interest in this model, no study to date has compared its performance to the other two models. Our research objective is to investigate and compare how these three models affect creative performance in terms of idea quantity and quality. We thus conducted an experiment with 177 students to generate ideas that were submitted to an established company. The results show that the coopetition model generates more ideas and more creative ideas than the other two models. We also offer insights on how a consumer co-creation platform should be designed to achieve better creative performance.