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

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.