Gamified Social Media Campaigns for Sustainable Urban Heritage Preservation

This chapter explores how gamification offers a transformative approach to communicating Intangible Cultural Heritage in the digital marketing era. As consumers increasingly adopt participatory and immersive cultures, gamification serves as a bridge between heritage and contemporary brand communication. By employing mechanics such as quests, challenges, and interactive storytelling, brands can foster engagement, cultural resonance, and differentiation in competitive markets. These strategies extend across various contexts, including tourism marketing, cultural branding, education, and cross-generational outreach, while also raising ethical considerations related to authenticity and community participation. Emerging technologies such as AI, extended reality, and the metaverse further open pathways for gamified cultural transmission that remain globally relevant and locally grounded. Finally, the chapter explores how gamifying ICH provides a means to preserve cultural significance while advancing innovative marketing strategies.