Publication: Estrategias de contenidos con famosos en marcas dirigidas a un público adolescente
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2016-01-01
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Asociación científica ICONO 14
Universidad Rey Juan Carlos
Universidad Rey Juan Carlos
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Abstract
La era de la comunicación en cambio constante que vivimos ha obligado a las marcas a redefinir sus estrategias comunicativas y publicitarias, especialmente cuando se trata de tener presencia en plataformas digitales. En el presente artículo se fusionan branded content y marketing de influencia, realizando un estudio exploratorio basado en el análisis de contenido. El objetivo es identificar los formatos que configuran el universo transmediático de la narración de la marca, así como analizar la contribución realizada por las celebrities a la comunicación de marca, derivada tanto por su presencia en los contenidos propiamente dichos como por la difusión de mensajes a través de sus espacios en redes sociales. Las conclusiones revelan distintas estrategias de marca diferenciables por la proliferación de contenidos -no siempre generados únicamente por la marca- y la predominancia de unos medios sobre otros.
The era of changing communication we live has forced brands to redefine their communication and advertising strategies, especially when it comes to have a presence on digital platforms. This article focuses on branded content and influence marketing, performing an exploratory study based on content analysis. The aim is to identify formats comprising the TransMedia storytelling brand universe, as well as analyse the contribution made by celebrities to the brand communication, derived both by his presence in the contents as well as for the dissemination of messages through its own spaces on social networking. The conclusions reveal different brand strategies distinguishable by the proliferation of content - not always generated only by the brand - and the predominance of some media over others.
The era of changing communication we live has forced brands to redefine their communication and advertising strategies, especially when it comes to have a presence on digital platforms. This article focuses on branded content and influence marketing, performing an exploratory study based on content analysis. The aim is to identify formats comprising the TransMedia storytelling brand universe, as well as analyse the contribution made by celebrities to the brand communication, derived both by his presence in the contents as well as for the dissemination of messages through its own spaces on social networking. The conclusions reveal different brand strategies distinguishable by the proliferation of content - not always generated only by the brand - and the predominance of some media over others.
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Keywords
Publicidad, Branded content, Márketing de influencia, Adolescentes, Comunicación, Redes sociales, Branded content, Advertising strategies, Celebrities, Teen audience
Bibliographic citation
Castelló Martínez, A., del Pino Romero, C. & Tur Viñes, V. (2016). Estrategias de contenido con famosos en marcas dirigidas a público adolescente. Icono 14, 14(1), 123-154.