Conference Proceedings

From the Web to the Woods: Connecting the Online to the Offline in Consumers’ Play

Daiane Scaraboto

Association for Consumer Research | Published : 2009


This paper presents an ongoing study of the interfaces between online and offline activities enacted by consumers in playful contexts. Employing ethnography and netnography, I investigate a community of individuals who play geocaching, an increasingly popular game that involves technology and outdoor adventure. Emergent themes suggest that, while articulating their incursions between the online and offline realms involved in playing geocaching, players engage in escape to and from nature, and construct the game as a collective enterprise based on the interplay of individual experiences.

University of Melbourne Researchers