In recent years, the success of streaming platforms has given product placement a prominent position. Before, companies already used it to position products in a less intrusive way and to be associated with series and fashion movies, but now this is one of the few avenues left to enter the home of viewers while they watch that content.Since VoD platforms do not include advertising (AVoD do, but their market is yet to explode), brands must sneak through the cracks. And those gaps are the integration into the history of its products.
The big star in La casa de papel , the Netflix series that became the platform’s first major Kazakhstan Phone Number List Spanish global success, was, in terms of brand, Estrella Galicia. In the distribution of beer lovemarks in Spain , Estrella Galicia has had Galicia safe for decades and has been positioning itself in the markets of border communities. During the last years, the beer brand has been positioning itself in a more visible and general way, trying a state strategy that has given it considerable success.In product placement, the beer brand had been integrated into the first season of La casa de papel , when it was still an Antena 3 series with much more discreet audiences. When the series became a bombshell, the company was one of the big winners . His beer bottles are featured prominently, and one of his delivery trucks is part of one of the plot’s key moments.
Was this investment paid for Estrella Galicia? As analyzed on YouGov, yes. In general, the positioning efforts of Spanish beer brands, which are betting heavily on advertising and highly visible campaigns, are paying off. The recall movements of their advertising show that when they are active the brand recall is activated, as can be seen in the YouGov graphs.
But Estrella Galicia is also profitable for her presence in the series. The YouGov analysis compares Estrella Galicia’s advertising memory with the total population and with Spaniards who have access to Netflix. There is a peak of growth that coincides with the premiere of the new season of La casa de papel .