within the telecommunications sector top 10. According to the client it-
self, the resultsmore than exceeded the target number of new sign-ups
thatwas set at the start of the campaign.
Another example of our new formats was that used by
Nissan
, which
carriedout amultimediacampaignwithcoverageon television, radioand
the Internet around theprogrammeairedon
Nitro
entitled
FROMVIRTU-
ALTOREALITY
, an entertainment space that converted thebest players
of the famous ‘GranTurismo’ videogameonPlayStation3 into real racing
drivers. The communication group offered its services to Nissan for the
generationof ad-hoc content, and thus created links between the values
of thebrandand theFormula 1 concept. Thecampaignwascomplement-
ed by a bundled trailer plan from
Atresmedia Cobertura
and mentions
on the radio, as well as support on the Internet and social networks to
achievemaximumpopularity and impact.
All thepower of branded content
Atresmedia Publicidad
is also committed to innovative formulas for the
creation of relevant branding experiences for consumers through brand-
ed content actions, such as the
Neox Fan Awards
, the
Coca-Cola Music
Experience
and the second seasonof
Psicodriving
.
Through
Neox
,
Atresmedia Televisión
became the official medium for
the
Coca-Cola Music Experience
tour. The basis for this communication
project comprised three 45-minute programmes in between which nine
2-minutemicro-programmes were inserted. In addition, 20-second trail-
erswere airedweeklywith special creativities inbundle format and a site
was createdwith extramaterial.
The second edition of the
Neox Fan Awards
, organised by
Neox
and
Fanta, alsomanaged tobecome agreat branded content success. These
awards actually moved away from the TV screen and generated a con-
siderable impact in the media, enhanced by their success on the social
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
104
