The synergy of integrated marketing communication and user-generated content in fan art contest for brand co-creation

Purpose This paper aims to investigate the strategic value of integrating integrated marketing communication (IMC) with user-generated content (UGC) for brand communication from a co-creation perspective. It aims to identify gaps between theoretical IMC frameworks and their practical application in the gaming industry. Design/methodology/approach A mixed-method approach combining qualitative and quantitative techniques is employed. Using MAXQDA, samples of fan art contest announcements were subjected to code frequency and co-occurrence analyses. Findings The results reveal that although IMC principles provide strong strategic guidance, their application across UGC campaigns remains uneven. High emphasis was observed on co-creation (29.41%) and multichannel communication (24.18%), while online–offline coordination (3.27%) and long-term strategic alignment (13.07%) were largely neglected. This imbalance highlights both the strengths and gaps in current corporate practices. The findings contribute to understanding how digital industries can use IMC principles not only to manage communication but also to co-create value with consumers. Research limitations/implications The study is limited by its reliance on qualitative analysis of 38 activity announcements, which constrains the generalizability of results to the wider gaming industry. Nonetheless, the research offers a replicable framework for future studies and recommends incorporating consumer perspectives to extend the validity of findings. Originality/value To the best of the author’s knowledge, this is the first study to systematically integrate IMC and UGC in the context of brand co-creation, using fan art contests as a focal case. The originality lies in bridging the gap between company-driven communication strategies and user-driven creative practices, offering both theoretical enrichment and practical tools for enhancing brand engagement.