Galp, la marca portuguesa de energía necesitaba ganar notoriedad y acercarse a nuevos públicos. Pero no quería hacerlo a golpe de GRP. Decidió apostar por crear contenidos de marca. Y apropiarse de un territorio, la música, que se asociase íntimamente a su marca y sus valores.
Twist se unió a Popup Música, ahora Zond, y nació Galp Music, un proyecto de branded content donde por primera vez los fans podrían decidir qué conciertos traer a su ciudad.
Una emisora propia dio vida al proyecto, mientras que las redes sociales, una web interactiva y una innovadora app fueron los principales canales de interacción con los usuarios. Estos podían votar e incluso comprar entradas con descuento si solicitaban la tarjeta Galp.
En definitiva, uno de los trabajos más innovadores del sector y una apuesta segura de Galp por sus clientes. Casi 140.000 visitas y 20.000 usuarios registrados en apenas 3 meses son solo el principio de unos resultados muy prometedores.
¿Te interesa el branded content? Contacta con nosotros.
Los contenidos de marca pueden acercar a las marcas a públicos nuevos. Pero la clave es apropiarse de ciertos territorios de marca. ¿Quiere ver un ejemplo?
ClienteGalpURLwww.galpenergia.comAño2015
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