Marketing strategies beyond life: the Upload case

Abstract

Introduction: The series Upload presents a futuristic satire on consumerism, capitalism, and marketing trends in a context of capitalist realism and posthumanism, where a digital version of citizens allows them to extend their existence in a second, artificially recreated life after death. Our study focuses on decoding and contextualizing the elements of the main marketing theories and consumer behavior principles that are reproduced in the cinematic discourse of the series. Methodology: A literature review on marketing and advertising was conducted, from which 21 variables related to marketing axioms or strategies were extracted. Through these variables, the study reflects on post-mortem marketing strategies depicted in Upload using content analysis. Results: The series fulfills 19 out of 21 of the contrasted marketing strategies. Discussions: Traditional and contemporary marketing theories are developed within the narrative framework of the series, suggesting that if the technology enabling this hypothetical second life existed, these strategies could be replicated in reality. Conclusions: A fictitious scenario is proposed that allows developing an application of the proposed post-mortem marketing.