Branded Web-Serie as an Advertising Strategy. The #EncuentraTuLugar case

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Abstract

Introduction: Hybridization and communicative convergence encourage new advertising formats derived from the growing consumption of the new audiovisual trend, online and serial. The base of the study is the Spanish webseries #EncuentraTuLugar created by the agency Neurads for international property consultant Jones Lang Salle. The aim is to know characteristics involved, perception of promotors as well as impact. Methods: It was required the Methodological triangulation to consider the three dimensions of the phenomenon: in-depth interviews with creators, producers and advertisers; content analysis of the stories contained and quantitative analysis of social interactions. Results: Reveal the positive perception of advertiser and agency performance and identify advantages in content creation to keep up to date corporate communication channels.

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Segarra-Saavedra, J., Tur-Viñes, V., del-Pino-Romero, C., & Campos-Domínguez, E. (2017). Branded Web-Serie as an Advertising Strategy. The #EncuentraTuLugar case. Revista Latina de Comunicacion Social, 72, 883–897. https://doi.org/10.4185/RLCS-2017-1198

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