Mediaset España will integrate virtual product placement actions with social networks

La filial de Publiespaña, IT pone en marcha Advergame Experience, una innovadora fórmula que reta al espectador a localizar dentro de una serie el producto del anunciante insertado a través de product placement virtual y compartir en Twitter su ubicación.

Una innovadora fórmula publicitaria inédita en España que permite a los anunciantes integrar sus acciones de product placement virtual en los contenidos televisivos de mayor éxito de Mediaset España estableciendo a su vez sinergias con los usuarios de redes sociales para generar notoriedad de la marca en los social media. IT (Integración Transmedia) lanza este lunes Advergame Experience, un novedoso formato que propone al espectador un reto: localizar el producto determinado de un anunciante introducido en un espacio de televisión a través de la técnica del product placement virtual y desvelar su ubicación concreta en Twitter, accediendo a través del uso de un hahstag al sorteo de premios por parte del anunciante.

With this launch, which the client Hero, together with its media agency Havas Media, will inaugurate on Monday during the broadcast of the new installment of “La que se cerca” on Telecinco, the Publiespaña subsidiary makes Mediaset the first company to offer concrete commercial synergies between television and the growing use of social networks by the audience during their consumption, thus exploiting the solid leadership that the company holds in social participation associated with its content.

For Giuseppe Silvestroni, general director of IT, "Advergame Experience is a unique opportunity for our clients to enter this attractive universe of social networks associated with the agent that stars in them every night: television. Before it was anecdotal, but currently it is evidence that for many viewers it is already a habit to comment on their favorite programs and series on social networks. Content with the power to provoke activity on social networks generates an immediate community effect and a link between the audience, the program and its advertising. We are convinced that this new format "It represents a new advance in the commercial proposals of television and is the current reality in continuous development."

Advergame Experience

Hero se convierte este lunes en el primer anunciante que opta por el Advergame Experience para integrar el producto Hero Mermelada de Temporada en la nueva entrega de “La que se avecina”. Además de contar con una gran aceptación entre los espectadores, la ficción se ha convertido recientemente en la primera serie española en superar el millón de amigos en Facebook -es la de mayor seguimiento en esta red social- y se sitúa cada semana al frente del ranking sobre el número de menciones en redes sociales, según datos de Global In Media.

The Advergame Experience is associated with the sponsorship of the content by the advertiser, so Hero Jam Season will share this complicity with viewers on Monday through the broadcast of an explanatory curtain in the moments prior to the start of the series where it will announce the product to be located and the specific hashtag to make it known. On this occasion, viewers who identify the position of the integrated product will have to use the hashtag #lqsa or #estaparachuparselosdedos to be eligible for the prize draw.