A publicidade por trás do crowdfunding: uma análise da campanha de financiamento coletivo do jogo “A Lenda do Herói”

Abstract

The campaign of crowdfunding for the game based on the animation “the Legend of the Hero” was one of the greaters arrecadaçãoes of the platform of collective financing Catarse, folding its original goal. Searching to understand the factors that had led to such success, this work searchs to analyze the passage of the campaign for the optics advertising executive. Thus, we search to understand the comunicacionais strategies used by Castro Brother, as well as to identify the used medias and to verify the impact that the animation had in the campaign, while it looks for to understand the motivations that had taken the public to support the game, similar to understand these motivations better. The research is characterized as qualiquantitative of exploratório level, had been carried through questionnaire online with the apoiadores of the campaign and interview with Matheus Castro, one of the responsible ones for the canal. As results, we identify that the canal of youtube had a central and basic paper in the success of the campaign, moreover, the appropriation of the canal as media of the campaign, made it to have a bigger flow of supports, as it was since about 75% of the apoiadores of the campaign, they are people who had entered in catarse to only support “the Legend of the Hero - the game”.