Zintegrowane działania komunikacyjne w internecie na przykładzie marki Żywiec Zdrój Smako-Łyk
Integrated communication activities in the Internet for the brand Żywiec Zdrój Smako-Łyk

Summary/Abstract: The aim of this article is to show the examples of Internet users’ involvement in marketing communication campaigns on the Polish market for brand Żywiec Zdrój Smako- Łyk. The content of the text relates directly to the brand and selected online campains conducted in the years 2009-2015. In recent years more and more campains using the potential of Internet users can be observed in Poland. Valuable ideas are obtained through being close to the environment of social media, users observation and the analysis of the content posted by them. However, in order to encourage users to share their thoughts related to brands and their products a stimulus is needed. Thus competitions and various forms of gamification work best in social media.

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