By Carolina Muñiz
Content Creator at Marketing4eCommerce
ANDThe bells were about to ring to welcome 2024 in the live broadcast of Antena 3 , and the presenter Cristina Pedroche began to feel her neck, detecting that the necklace she had been wearing until that moment was missing : "Where is the necklace? Production, have you seen my necklace?" And to the bewilderment of her co-teammate, Alberto Chicote, the media gave way to an advertisement that seemed improvised.
This was the featured ad from Netflix and Estrella Galicia
However, it was all an act, since the advertisement that viewers could see next belonged to the series Berlín , a spin-off based on one of the characters of La Casa de Papel, which recently premiered on the bolivia number data streaming platform, Netflix. In the spot, the protagonist of the series, Andrés de Fonollosa, played by Pedro Alonso , was seen dressed as a waiter and carrying a bucket with bottles of Estrella Galicia -the brand sponsoring the chimes- through the corridor of a building located in front of Puerta del Sol, in Madrid, where, precisely, the New Year's Eve chimes take place.
Finally, the character reached the elevator and, once inside and completely alone, showed the audience how much he was going to like that beer while taking the bottles out of the bucket, and finally, the "lost" Cristina Pedroche necklace. We were faced with a very good example of what we know as transmedia advertising , that is, when storytelling transcends its original platform and continues to develop, enrich and gain meaning in other media and supports.