The challenge of Carlos Soria (I): the creation of a phenomenon in networks

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.