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Olivegallegotania Treball.Pdf udience tre b a ll d e fi d e g ra u nternet e r k e t i n g m u n i c a t i o n Branded Content,tertainm ent c m edia publici y la nova fòrmula publicitària pel públic del segle XXI Tutor: Ramon Girona Autora: Tania Olivé Gallego Maig de 2014 Tania Olivé Gallego El Branded Content, la nova fòrmula publicitària pel públic del segle XXI ÍNDEX DE CONTINGUT 1. INTRODUCCIÓ......................................................................................................................6 1.1. Introducció general al Branded Content............................................................6 1.2. Formulació del problema i definició de l’objecte d’estudi................................10 1.3. Objectius i preguntes d’investigació.................................................................12 2. DISSENY DEL MODEL D’ANÀLISI........................................................................................13 2.1. Caracterització de la investigació.....................................................................13 2.2. Població i mostra..............................................................................................15 2.2.1. Delimitació de la mostra.......................................................................15 2.2.2. Tipus de mostra....................................................................................16 2.3. Recol·lecció i processament de les dades.........................................................16 3. DESCOBRINT EL BRANDED CONTENT.................................................................................18 3.1. Context publicitari actual..................................................................................18 3.2. Naixement del Branded Content......................................................................24 3.2.1. Qui i com es crea el Branded Content...................................................26 3.3. Evolució del Branded Content...........................................................................33 3.3.1. Terminologies i tipologies.....................................................................35 3.3.2. Product Placement................................................................................37 3.3.3. Advertainment......................................................................................42 3.3.4. Advergaming.........................................................................................46 3.4. Objectius del Branded Content.........................................................................52 4. APLICACIONS EN ELS MITJANS DE COMUNICACIÓ............................................................55 4.1. Literatura..........................................................................................................55 4.2. Teatre................................................................................................................61 4.3. Televisió i canals online.....................................................................................63 4.4. Cinema..............................................................................................................70 1 Tania Olivé Gallego El Branded Content, la nova fòrmula publicitària pel públic del segle XXI 5. EL CINEMA, LA PUBLICITAT I EL BRANDED CONTENT........................................................75 5.1. Directors de cinema que aposten per aquesta tècnica....................................75 5.2. Marques i empreses que aposten per aquesta tècnica....................................87 5.3. Exemples de Branded Content.........................................................................90 5.3.1. A Estats Units........................................................................................90 5.3.1.1. Films....................................................................................90 5.3.1.2. Curtmetratges.....................................................................93 5.3.2. A Espanya............................................................................................111 5.3.2.1. Films..................................................................................111 5.3.2.2. Curtmetratges...................................................................117 6. EL RETORN.......................................................................................................................122 6.1. Exposició dels continguts................................................................................122 6.2. L’espectador i el Branded Content..................................................................125 6.2.1. Prosumer.............................................................................................125 6.2.2. Efectes.................................................................................................128 6.2.3. La medició i el ROI...............................................................................131 6.3. Objectius i finalitats........................................................................................136 7. CONCLUSIONS..................................................................................................................141 8. BIBLIOGRAFIA i WEBGRAFIA............................................................................................146 2 Tania Olivé Gallego El Branded Content, la nova fòrmula publicitària pel públic del segle XXI ÍNDEX D’IL·LUSTRACIONS I TAULES Il·lustració 1: Inicis del contingut de marca................................................................................7 Il·lustració 2: El primer contingut de marca..............................................................................26 Il·lustració 3: Portada del curtmetratge The Hire.....................................................................27 Il·lustració 4: James Bond i Omega...........................................................................................39 Il·lustració 5: E.T’s Favorite Candy............................................................................................40 Il·lustració 6: El náufrago i Fedex..............................................................................................40 Il·lustració 7: Pel·lícula Jerry Maguire.......................................................................................45 Il·lustració 8: Sèrie Style Me.....................................................................................................45 Il·lustració 9: Advergame de la marca Lego en la seva pròpia pàgina web..............................49 Il·lustració 10: Llibre de la marca Bulgari.................................................................................57 Il·lustració 11: Llibre The Trunk................................................................................................60 Il·lustració 12: Logotip de Pepsi on stage.................................................................................62 Il·lustració 13: Anunci de l’obra Monólogas de la marca Ligeresa...........................................62 Il·lustració 14: Logotip de la sèrie televisiva de Movistar.........................................................64 Il·lustració 15: Logotip de la sèrie televisiva de la marca Ikea..................................................65 Il·lustració 16: Logotips de les sèries televisives Tricotosas, Bebé a bordo i Cupcake Maniacs....................................................................................................................................66 Il·lustració 17: Logotip del canal Atresmedia...........................................................................67 Il·lustració 18: Split de l’actor Van Damme..............................................................................69 Il·lustració 19: Portada de la campanya Bad Night..................................................................73 Il·lustració 20: Director Roman Polanski..................................................................................75 Il·lustració 21: Director Ridley Scott.........................................................................................76 Il·lustració 22: Director Martin Scorsese..................................................................................77 Il·lustració 23: Director David Lynch.........................................................................................78 Il·lustració 24: Directora Kathryn Bigelow................................................................................78 Il·lustració 25: Director David Lynch.........................................................................................79 Il·lustració 26: Director Álex de la Iglesia..................................................................................79 Il·lustració 27: Director Antoine Fuqua.....................................................................................80 Il·lustració 28: Director Robert Rodriguez................................................................................81 Il·lustració 29: Director Guy Ritchie..........................................................................................81 3 Tania Olivé Gallego El Branded Content, la nova fòrmula publicitària pel públic del segle XXI Il·lustració 30: Director Wes Anderson.....................................................................................82 Il·lustració 31: Director Spike Jonze..........................................................................................83 Il·lustració 32: Director Paco León............................................................................................83
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