Street or ambient marketing? Netflix as an example of both concepts

Authors

DOI:

https://doi.org/10.31637/epsir-2024-611

Keywords:

street marketing, ambient marketing, guerrilla marketing, social networks, Youtube, Netflix, X, creativity

Abstract

Introduction: The problem with the terms street and ambient marketing is that they lead to confusion, the difference between the two is not understood, or they are even used as synonyms. Due to this, two concepts will be defined to clarify their differences, in addition to exposing different campaigns to exemplify the theory provided. Methodology: It is based on in-depth bibliographic research and a descriptive content analysis. The chosen campaigns vary over time and are both national and international, specifically the promotions of the series Stranger Things, Wednesday, La Casa de Papel and Altered Carbon are studied. Results: The positive impact of the selected campaigns on the social networks Youtube and X (disappeared Twitter) could be verified. Discussions: Both types of marketing are strategies by which an attempt is made to reach the consumer in a creative and original way through public spaces. Netflix has proven to be one of the best brands in the use of both techniques, always making its actions go viral. Conclusions: The conclusions corroborate that neither street marketing is part of ambient marketing, nor vice versa, the two types of marketing come from guerrilla marketing.

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Author Biography

Carmen Bermejo Siller, Rey Juan Carlos University

PhD in Organisational Communication from the University of Malaga (UMA). Master's Degree in Hospitality and Tourism from the Alfonso X El Sabio University. Degree in Advertising and Public Relations. More than a decade of professional experience teaching university degrees in Marketing, Business Administration and Management, Fashion Management and Integral Design. Tutoring of official TFM, as well as public and private TFG related to the areas of specialisation. Participation in seminars, conferences, courses and scientific dissemination events. Regular publications in various research impact platforms.

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Published

2024-09-10

How to Cite

Bermejo Siller, C. (2024). Street or ambient marketing? Netflix as an example of both concepts. European Public & Social Innovation Review, 9, 1–20. https://doi.org/10.31637/epsir-2024-611

Issue

Vol. 9 (2024)

Section

INNOVATING BUSINESS NARRATIVES: PERSUASION AND ADAPTATIONS TO THE NEW SOCIETY

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Copyright (c) 2024 Carmen Bermejo Siller

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