Brand Experience Through the Case Study of Musical Branded Content Campaigns: Un lugar llamado mundo by San Miguel
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Abstract
The main objective of this study is to analyse branded content and its application within experiential marketing through the production of rock concerts. To this end, a case study methodology is employed, focusing on the brand experience created by the beer company San Miguel through its 2013 campaign Un lugar llamado mundo, launched during a period of crisis in traditional advertising investment.
Based on an analysis of both the formal and content-related features of each music festival included in the campaign, the study presents conclusions that highlight the distinctive features of the brand experience generated through live music—whether attended in person or mediated through media platforms.
Live music is an aesthetic and cultural experience that is generally welcomed by audiences, whereas traditional advertising is often perceived as intrusive. However, when a brand organises and produces a live performance for commercial purposes, it transforms the event into a form of advertising—branded content. The production of popular music concerts improves brand image by deploying experiential marketing strategies.
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