The Fast and the Furious : Pushing Push-Button Digital Entertainment - 4 0 16; Jay Paolo D. Adevoso; 5 (Quezon City : Loyola Schools, Ateneo de Manila University Office of Research and Publications, Loyola Schools, Ateneo de Manila University)
ABSTRACT : The phenomenal growth in mobile-phone usage has radically changed the lifestyle and behavior of its vast community of users. This paves the way for opportunities for consumers-on-the-go to enjoy digital entertainment offered in mobile format, including real-time news-feeds, remote inter-active games, audio/video clips and broadcast of any information thas has a mass-based following. marketers see great potential in mobile marketing campaigns to complement taditional media, with its ever-enhanced efficiency and economy in the wake of continuing technological leaps in communication. Several examples of best-practice cases are presented, including a virtual world of like-minded avatars.
Keywords: 2 -- 0; 6; Mobile Marketing;Non-traditional media -- Digital Entertainment;Communication; 20; 2