Analysis of the narrative ecosystem of the advertising campaign <i>Leyes de la Amistad</i> of Pilsen Callao

Abstract

Nowadays, thanks to the media convergence, advertising can use in their campaigns strategies that combine mass media and digital media, incorporate different platforms and involve the consumers’ participation, strengthening thus the engagement with the brand. Consumers need more than traditional advertisements that only describe the product and its benefits, the brands need to tell them stories that are unforgettable, transmit emotions, generate empathy, and can be relatable. This article presents a content analysis of the narrative ecosystem of the campaign Leyes de la Amistad of the Peruvian brewery brand Pilsen Callao. Through the study of the various pieces that were part of this campaign, both in digital and traditional media, and the contribution of its elements to the structure and promotion of interaction with their target audience, it was determined that the campaign is transmedia and managed to overcome its objectives successfully, since after its launch, the brand increased by 27% its sales volume.