Experiential marketing in digital and high-resolution: a new paradigm in the television broadcast of events

Abstract

The digitization of media has led to changes in the creation and dissemination of content and the role given to the audience. The target audiences have become heterogeneous masses of individuals and the role played so far by the public relations and marketing applied has been affected by the emergence of new forms emerging in the design of events. This article analyzes the events as media events , where television is one of the necessary parts in organizing any event , being designed according to its staging . To this end, we have chosen a particular event named Red Bull Stratos , which meant a televised marketing masterstroke and a " stratospheric jump " in the strategy of bringing the audience to the product. This scientific adventure , properly planned , programmed and designed by the team of communication and marketing of the brand 's most popular energy drink in the world, was based on the financing of a project in which a sophisticated and complex television broadcasting became the main audiovisual information source that fed to the other media.