The challenge of Carlos Soria (I): the creation of a phenomenon in networks
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Published:
Dec 15, 2012
Keywords:
Carlos Soria, BBVA, Social Networking, Sponsorship, Profiles
Main Article Content
Abstract
Carlos Soria's presence on social networking has caused a revolution in Facebook, Twitter and YouTube. Following the decision to sponsor the climber BBVA of 73 years, a well-oiled machine was launched that would help to pass on the joint image BBVA-Carlos Soria. Thus, the Spanish climber got the backing of a large company to help him to complete his challenge to crown the fourteen highest mountains on Earth, and the bank had the opportunity to associate its image with a project that help it to improve the impression that customers have about this particular bank, and banks in general.
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How to Cite
Gonzálvez Vallés, Juan Enrique. 2012. “The challenge of Carlos Soria (I): the creation of a phenomenon in networks”. Vivat Academia. Journal of Communication, no. 121 (December):103-16. https://doi.org/10.15178/va.2012.121.103-116.
Section
Research Articles
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