Introduction to Transmedia Advertising:
As the live broadcast on Antena 3 was about to ring in 2024, presenter Cristina Pedroche began to palpate her neck, realizing that the necklace she had been wearing was missing: “Where is the necklace? Production, have you seen my necklace?”. Amid her co-host Alberto Chicote’s confusion, the charismatic host seamlessly transitioned to what seemed like an impromptu advertisement.
This marked the standout moment in the transmedia advertising campaign orchestrated by Netflix and Estrella Galicia. However, it was all an act. The subsequent commercial that viewers witnessed belonged to the series “Berlin,” a spin-off based on one of the characters from “Money Heist” (“La Casa de Papel”), recently released on the Netflix streaming platform. The ad featured the series’ protagonist, Andrés de Fonollosa, portrayed by Pedro Alonso, dressed as a waiter, carrying a bucket with Estrella Galicia beer bottles – the sponsor of the New Year’s Eve countdown – through the hallway of a building located in front of Puerta del Sol in Madrid, where the New Year’s Eve bells traditionally chime.
Ultimately, the character reached the elevator, and once inside and completely alone, he showcased to the audience how much he would enjoy that beer while taking the bottles out of the bucket, and finally, the “missing” necklace was revealed by Cristina Pedroche. This was an excellent example of what we refer to as transmedia advertising – where storytelling extends beyond its original platform, enriching, developing, and making sense across various media and supports.
Berlín & Estrella Galicia: The New Year’s Heist
Social media users immediately began discussing the ad, expressing their surprise and curiosity about what they had just witnessed. Comments like “What just happened on Antena 3?” flooded platforms like X, capturing the audience’s attention.
Within hours, this advertising strategy became the talk of the town. Itziar Oltra, a content creator and marketing enthusiast, received Estrella Galicia’s congratulations for her explanation of Berlín’s “plan.” Oltra had previously gained recognition for an experiment on social media where she managed to get major brands to comment on one of her Instagram posts.
Finally, the Galician beer brand issued a press release explaining the advertising stunt and announcing the release of 50 million special edition bottles featuring Berlín’s image.
Extending the Berlín Campaign:
The advertising saga of Berlín did not conclude there. On December 31, 2022, Maluma finally discovered who had stolen his earring 11 years ago. The artist posted on Instagram that he was receiving calls from an unknown number, and just as he answered, the unknown caller revealed himself as Berlín, showing Maluma his earring through video call. Berlín explained that he did it out of love, and Maluma graciously told him to keep it. The thief, thanking him for understanding, hinted at preparing something even bigger in Paris.
While the series is already available on the streaming platform, it seems that this transmedia advertising campaign is far from over. Will Berlín strike again?
Other Transmedia Advertising Examples:
Transmedia advertising involves using various media to convey a message, creating a broader reach and connection across different platforms. An example of a transmedia campaign is showcased by the agency Contrapunto in a YouTube video, detailing Lidl’s 2020 Christmas advertising campaign. The campaign used a trailer to generate suspense, followed by a 2-minute TV commercial. It concluded with a 6-minute short film featuring a rapper’s music video, released on YouTube as part of the same campaign. Each character in the short film had an individual story that evolved on other digital channels, adding layers to the original narrative. This campaign garnered 65 million impressions, making it one of the most successful for the supermarket chain.
Another instance is the 2014 Canal+ advertising campaign to promote the fourth season of “Game of Thrones,” with the slogan “If you live it, it’s true.” The campaign transformed the map of Spain into 19 kingdoms, creating an online game that blended fiction and reality. Additionally, a web series, an advertisement, and activities for fans of the series were launched. The campaign concluded with an event in Madrid where the winner was crowned the king of the 19 kingdoms.
Conclusion:
In conclusion, the collaboration between Netflix and Estrella Galicia exemplifies the power of transmedia advertising to captivate and engage audiences across different platforms. By extending the storyline from television to social media and beyond, the campaign has successfully created a buzz and sparked conversations, showcasing the potential of transmedia storytelling in the evolving landscape of digital marketing.
