Work

Product placement inverso y storydoing como herramientas para la construcción de marca: el caso pionero de IKEA

Year: 2021

Type: article

Abstract: Communication tools such as reverse product placement and storydoing have an unexplored relationship due to the prominence given to the product. Given the scant academic attention to these phenomena, this work addresses their possibilities through a pioneering case: the doormat from IKEA (2006). A qualitative analysis has been carried out based on secondary sources and the statements provided by Natalia Cazcarra, account director of the agency *S,C,P,F... The results demonstrate the opportunities for a product born in fiction as a brand asset when it brings a story with it and in the context of transmedia storytelling and participatory culture.

Source: Estudios sobre el Mensaje Periodístico

DOI: 10.5209/esmp.75504

Authors: Víctor ´Álvarez-Rodríguez, David Selva-Ruiz

Institution: Universidad de Cádiz

Language: Spanish

Topic: Literature, Culture, and Aesthetics

Subfield: Museology

Field: Arts and Humanities

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3211930202

FWCI:

Cites: 22

Cited by: 1

Related to: 10