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2024-05-24
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How to Cite
HARRY POTTER Y LA PUBLICIDAD TRANSMEDIA
Dr. Víctor ÁLVAREZ-RODRÍGUEZ
Profesor Sustituto Interino de la Universidad de Cádiz, España
Dra. Isabel PALOMO-DOMÍNGUEZ
Profesora de la Mykolas Romeris University, Lituania
DOI: https://doi.org/10.48047/fjc.28.01.12
Abstract
Esta exploración es un trabajo sobre la aplicación y concepción de la publicidad transmedia del universo ficcional de Harry Potter a través del uso de una marca de ficción propia de este relato. En concreto, se analiza el proyecto realizado con ella para su traslación al mercado físico manteniendo su identidad narrativa. Hablamos de los caramelos de sabores Bertie Bott’s desarrollados por la compañía Jelly Belly. Para ello, se lleva a cabo un análisis cualitativo gracias a una metodología exploratorio-descriptiva. Asimismo, para esta investigación se cuenta en exclusiva con la participación de Peter Healy, desarrollador de la marca para mundo real. Sus declaraciones ilustran el trabajo realizado con una marca de ficción para el contexto publicitario actual. Como resultado, obtenemos una investigación que identifica las oportunidades comunicativas de esta técnica para una marca narrativa que adquiere su identidad gracias a su personalidad transmedia, así como las dimensiones comunicativas a tener en cuenta para su adaptación.
