networks. The
Neox Fan Awards
were supported by an extraordinary
multimedia campaign: trailers were aired on television that encouraged
the audience to vote via the website and amicrosite was create on the
Internet containing comprehensive information about the awards.
However, branded content is not only a tool to be used in the field of
television. This year also saw thecreationof the
Un lugar llamadoMundo
programme, a joint project between
Atresmedia
andSanMiguel through
which the brand strengthened its association with the world of music
via
Europa FM
. This programme, which is followed every Saturday by
256,000 listeners, is a fine example of how a traditional medium like the
radio can reinvent itself by integratingwith the social networks and the
station’swebsite toblur the line that separates them.
Nowadays,
AtresmediaPublicidad
is a clear benchmark in actions of this
nature. According to a study carried out by contentScope, the majority
of advertising professionals would choose
Atresmedia
for their branded
content campaigns.
Withwhich companieswouldyou carryout your next branded content campaigns?
15
12
11
8
5
4
SpontaneousQuestion. Base: 142professionals. (Data inMentions)
146different companieswerementioned.
Newdistribution channels
With the re-launch and development of
ANT3.0
on
Atresmedia Conec-
ta
, the group has opened a new door that enables brands to advertise
themselves on this app using such formats as pre-rolls, content videos,
banners and interstitials, aswell as toplace additional information.
BarcelóViajes launched its “Vacaciones 3 por 6” campaign on
Antena 3
and
laSexta
, in which work was carried out to develop a competition
comprisingvarious special advertising formats, suchasSMS, via theweb-
site and interactionwith the new
AtresmediaConecta
app.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
105
