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An Analysis of Netflix España Campaigns: Paquita Salas Case Study

An Analysis of Netflix España Campaigns: Paquita Salas Case Study

Irene Raya Bravo, María del Mar Rubio-Hernández
Copyright: © 2020 |Pages: 15
ISBN13: 9781799831198|ISBN10: 1799831191|ISBN13 Softcover: 9781799837244|EISBN13: 9781799831204
DOI: 10.4018/978-1-7998-3119-8.ch024
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MLA

Bravo, Irene Raya, and María del Mar Rubio-Hernández. "An Analysis of Netflix España Campaigns: Paquita Salas Case Study." Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies, edited by Víctor Hernández-Santaolalla and Mónica Barrientos-Bueno, IGI Global, 2020, pp. 367-381. https://doi.org/10.4018/978-1-7998-3119-8.ch024

APA

Bravo, I. R. & Rubio-Hernández, M. D. (2020). An Analysis of Netflix España Campaigns: Paquita Salas Case Study. In V. Hernández-Santaolalla & M. Barrientos-Bueno (Eds.), Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies (pp. 367-381). IGI Global. https://doi.org/10.4018/978-1-7998-3119-8.ch024

Chicago

Bravo, Irene Raya, and María del Mar Rubio-Hernández. "An Analysis of Netflix España Campaigns: Paquita Salas Case Study." In Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies, edited by Víctor Hernández-Santaolalla and Mónica Barrientos-Bueno, 367-381. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3119-8.ch024

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Abstract

Since entering the Spanish market in October 2015, Netflix has engaged in several advertising campaigns, deployed online, which are designed to appeal to some aspects of Spanish culture. The obvious aim has been to promote Netflix programming and to establish a connection to the Spanish audience. The strategy, which alludes to recognisable elements from the culture of the target audience, has been developed to promote both international productions as well as national ones, in which cultural references are reflected in the context in which they emerge. This chapter analyses the trajectory of Netflix Spain's marketing campaigns over the last three years, focusing on Paquita Salas as a case study, and determining to what extent the advertising exploits current local social and cultural situations in order to gain more engagement on the part of the spectator.

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