Resumen

SEBASTIAO, Sonia Pedro et al. Digital Promotion: The example of the Gorila Vintage Edition. OBS* [online]. 2013, vol.7, n.4, pp.151-168. ISSN 1646-5954.

This article analyzes the campaign Gorila Vintage, developed by the advertising agency BAR in 2012, with the aim of distinguishing the online promotion from the “traditional” and digital advertising. The intent is to show the limits of advertising and arguing about the advantages of the integration of communication techniques both offline and online in a retrobranding strategy. It is also intended to contribute to the understanding of the practical work of communication professionals, highlighting the difficulties inherent in the creative process, knowledge of the instruments and the budgetary constraints. In structural terms, the work is divided into three main parts. The first two addresses the concept of advertising, trends, advantages and disadvantages, and the characterization of retrobranding strategy. The last part presents a methodological approach that frames the detailed analysis of the Gorila Vintage campaign, using observation and analytical data from the social network facebook, as well as statements from the creative responsible.

Palabras clave : Promotion; Advertising; Digital; Integration; Retrobranding; Gorila.

        · resumen en Portugués     · texto en Portugués     · Portugués ( pdf )