Plano estratégico de transmedia para a Quinta do Arneiro

: um novo relacionamento

Abstract

The current work project intends to develop a marketing strategy for Quinta do Arneiro and with that, explore the impact that such strategy could create in the existing relationship between a brand and its consumers. The theoretical background of this investigation was based on the current marketing strategies in force today. A deep dive analysis was conducted on concepts like marketing 360, media marketing and marketing of contents, in order to better understand all the steps that guided to the notion of transmedia. Transmedia emerged as a new way of telling stories in the corporate world, especially for brands. It’s an expansion of the product itself, that will be changed and supplemented by other contents and therefore by consumers. The use of different media allows for the development of entertainment experiences, wile relying on an increasing pool of differentiated contents in what concerns the relationship between brand and costumers. The narrative becomes so wide-ranging that cannot be restrained to a single platform. Several stories make up a single universe, where each story is told in an independently manner, but with high degrees of complementarity, creating a single (but complex) narrative. The empirical work was based on qualitative approach. On a first stage, a prototype of the referred strategy was designed and afterwards the applicability of such strategy was tested through a focus group session, which allowed for a better understanding of the main thoughts shared by the participants regarding the notion of transmedia. This analysis made it clear that transmedia strategies are a valuable and appealing tool that brands can rely to improve their relationships with consumers. These strategies are dynamic and interactive in the sense that they allows companies to draw the public’s attention and to face the increasingly demanding and multiple faced costumers.

Date of Award	4 Jul 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cátia Ferreira (Supervisor)