Journal title SOCIOLOGIA DELLA COMUNICAZIONE
Author/s Renée Capolupo
Publishing Year 2014 Issue 2014/47 Language Italian
Pages 14 P. 47-60 File size 89 KB
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The author shows how new relationships between the advertising strategies and the diverse world of consumers are progressively advancing towards the complete convergence between networks, web and traditional media. The 2013 Super Bowl case in New Orleans and its TV broadcast shows how Oreo enhanced the power cut event occurred during the game triggering a myriad of contacts with consumers in the network.
Keywords: Real time advertising, media ceremonies, serial engagement, creative consumptions, media hybridization, instant adv
Renée Capolupo, La diretta pubblicitaria. la pubblicità nel contesto sociale e dentro lo spazio virtuale in "SOCIOLOGIA DELLA COMUNICAZIONE " 47/2014, pp 47-60, DOI: 10.3280/SC2014-047005