Estrategias publicitarias 360° en los eventos cinematográficosel Festival de Cans
- Anna Amorós Pons 1
- Patricia Comesaña Comesaña 2
- 1 Universidade de Vigo, España
- 2 Universidad Isabel I, España
ISSN: 1012-1587
Year of publication: 2016
Issue: 9
Pages: 92-107
Type: Article
More publications in: Opción: Revista de Ciencias Humanas y Sociales
Abstract
The article is centered in the analysis of innovative advertising strategies used in the ceremonial protocol of film events and specifically in the awards ceremony. Methodologically, it is chosen the qualitative technique of case study, focusing on the Galician Cans Festival in Spain; model for its unique nature is a benchmark for others nationals and internationals events. Their communication results demonstrate the potential of 360° advertising strategies used in planning, causing the breakdown of the traditional protocol and becoming in the insignia element of the event.