Page 105 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

CORPORATE RESPONSIBILITY REPORT 2013
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Formation of integración transmedia,
a subsidiary of publiespaña for
the development of multimedia
communication projects
Knowing each customer’s needs, designing tailor-made
transmedia communication projects with a unique,
integrated global vision and acting as interlocutor for all
the players required to turn ideas into reality with the best
and most complete communications strategy: since 2013,
that has been the mission of IT (Integración Transmedia),
a new company 100% owned by Publiespaña, whose aim
is to contribute to advertisers’ success.
The new company has been formed with this objective in
mind. It provides customers with the full potential of the
Mediaset España channels and other media, the pulling
power of its presenters and actors and its unique model
for generating events and making dates with the viewers,
along with an infinity of complementary possibilities from
hiring advertising space in any medium to the creation
of street marketing events, social media strategies, app
design or the development of merchandising lines.
In its short life to date, IT has developed major projects
through which Publiespaña is laying the foundations for
future integrated communication. An example of this is
the creation of TV formats like “Desafío Extremo África
Race”, an adventure on Cuatro and Energy in which a
team led by Jesús Calleja has taken part in the África Eco
Race, one of the toughest rallies in the world, guaranteeing
its sponsors - Generali, Campofrío, Sector, Burn and Sony
- a major presence in all possible spaces in the automobile
adventure taking place at the end of the year, to be
enjoyed by viewers in 2014. At the time of writing, IT
has started up “Energy Snow Lomana & Friends” in its
own production format for Energy, sponsored by Verti
Seguros, which will be screened in 2014 and features the
extreme challenges faced by a group of skiers captained
by Rafa Lomana.
This year the Company has also reached an agreement
with Proactiv through which Mediaset España has
become a media partner for the Spanish tour of “Disney
On Ice- Vuelve a Soñar”, for which IT has designed a
360º advertising campaign including broad coverage on
Mediaset España’s TV and Internet platforms. A sponsor
is being sought that will also be present in the Company’s
channels, web sites and social networks, and on numerous
complementary platforms including a radio circuit,
specialised print media, street marketing actions and
outdoor supports (hoardings, iWalls, street panels, etc.)
IT has created “Advergame Experience”,
the first adver tising format in Spain that
brings together special adver tising TV
initiatives and the social networks
IT has converted Mediaset España into the first company
to offer specific commercial synergies between television
and the growing use of social networks by part of
the audience during its consumption, thereby taking
advantage of the company’s solid leadership in the social
involvement associated with its content.
Publiespaña’s subsidiary has recently launched the
“Advergame Experience”, an innovative formula which
challenges the viewer to locate, within a series, the
advertiser’s product inserted through virtual product
placement and share its location over Twitter, using a
hashtag to access draws for prizes arranged by the
advertiser.
The Advergame Experience, which involves sponsorship
of content by the advertiser, shares this complicity with
viewers through an explanatory bumper which announces
the product to be located and the hashtag for sharing
its location.