Digital Promotion: the example of the Gorila Vintage Edition

Authors

  • Sonia Pedro Sebastião Instituto Superior de Ciências Sociais e Políticas (ISCSP), Universidade Técnica de Lisboa
  • Tiago Carrapito Ruas Instituto Superior de Ciências Sociais e Políticas (ISCSP), Universidade Técnica de Lisboa
  • Ana Catarina Nascimento Instituto Superior de Ciências Sociais e Políticas (ISCSP), Universidade Técnica de Lisboa
  • Ana Rita Capelo Instituto Superior de Ciências Sociais e Políticas (ISCSP), Universidade Técnica de Lisboa
  • Diogo Vieira Instituto Superior de Ciências Sociais e Políticas (ISCSP), Universidade Técnica de Lisboa
  • Inês Peixoto Maria Instituto Superior de Ciências Sociais e Políticas (ISCSP), Universidade Técnica de Lisboa

DOI:

https://doi.org/10.15847/obsOBS742013685

Keywords:

Promotion, Advertising, Digital, Integration, Retrobranding, Gorila

Abstract

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 is a 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.

Author Biography

Sonia Pedro Sebastião, Instituto Superior de Ciências Sociais e Políticas (ISCSP), Universidade Técnica de Lisboa

Professor at Media and Communication Studies Department

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Published

2013-11-25

How to Cite

Sebastião, S. P., Ruas, T. C., Nascimento, A. C., Capelo, A. R., Vieira, D., & Maria, I. P. (2013). Digital Promotion: the example of the Gorila Vintage Edition. Observatorio (OBS*), 7(4). https://doi.org/10.15847/obsOBS742013685

Issue

Vol. 7 No. 4 (2013)

Section

Articles

License

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