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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA PUBLICIDAD
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people participated, the money raised exceeded 200,000 euros, more
than 50,000 snacks were distributed and school support actions were
organised with an estimated duration of 75,000 hours.
Other initiatives were run in addition to
Pasa la bola
. In June, for the third
consecutive summer, Barceló Viajes launched the “El verano más viajero”
campaign hand-in-hand with
Atresmedia
. On this occasion, in order to
be able to participate in the prize draw for 10 holidays to the Caribbe-
an and 5 to the Balearic or Canary Islands, the audience had to send a
whatsapp indicating which destination they liked the most, the Caribbean
or the Spanish islands. The use of this messaging system, instead of the
traditional text message, represented a big innovation and allowed the
number of contributions to increase exponentially. With almost 700,000
messages received via WhatsApp, this new and interactive initiative from
Barceló Viajes and
Atresmedia
could not have had a better response.
The 3rd edition of the
Neox Fan Awards 2014
, organised by
Neox
and
Fanta, was again a big success for branded content. The gala was fol-
lowed on television via
Neox
by 422,000 viewers. The presentation cere-
mony for these awards, held on 8 October at the Compac Gran Vía the-
atre in Madrid, led to over 400,000 comments on Twitter and became
the season's most commented on broadcast (non-sports related) on the
social networks.
Neox
also successfully broadcast a spin off to the gala,
revealing all the secrets about what took place after the ceremony at the
so-called Neox Fan Party.
Another success for multi-screen branded content was the initiative cre-
ated by
Atresmedia Publicidad
and ODM for McDonald’s, naturally in-
tegrating the brand into the Top Chef competition. The winning recipe
was included in the McDonald's Grand McExtrem range and sold in all
of the chain's restaurants at a national level. This exclusive initiative with
branded content was supported on television by a breakthrough plan that
redirected to the programme and the spots. The campaign was com-
pleted with tele-promotions lead by
Arturo Valls
and
Carlos Sobera
, and
accompanied by
Javier Peña
. It also had digital support through pre-roll
and various initiatives in
Atresmedia Conecta
and in the social media.
In September,
Atresmedia
and Gas Natural Fenosa reached an agree-
ment to disseminate and transmit, in cinemas, the importance of energy
efficiency in order to encourage its rational use and the protection of the
environment. As a result of this alliance,
Atresmedia
broadcast CINERGÍA,
the energy company's new project that unites the cinema and energy
through the production of four short-films signed by prestigious direc-
tors, as well as other communication initiative.