Mediterráneamente. Quantitative efficacy study in Estrella Damm’s advertising films

This study seeks to analyse two branded content advertising films in a short film format, assigned by the Catalan beer brand Estrella Damm. Both productions are located under the same claim: Mediterráneamente. This is the name of the campaign that the brand has employed from 2009 to the present, based on a strategy that pursues brand-territory identification under the formula of entertainment. For this reason, in addition to the creation of content by a brand (branded content), we are clearly faced with two cases of branded entertainment. The two campaigns are Vale (Amenábar, 2015) and Las pequeñas cosas (Rodríguez, 2016), programmed in the summer period, focusing on the ideal that people usually have about the Mediterranean lifestyle. This article’s main contribution is the methodological proposal, to analyse the effect produced on the viewer by a greater or lesser presence of brand placement within the context of branded content in these two productions. We use the Fisher Test applied to university students. It led us to the conclusion that a greater or lesser degree of brand placement does not directly impede understanding of the values of the story, nor does it impose a negative attitude towards brand presence. The study also reveals a direct relation between the short film entertainment level and the product´s purchase intention.