Estrategias de promoción de la serie española La Peste (2018): Cine, gastronomía y social media

Abstract

The revolution brought about by the new digital paradigm applied to audiovisual and cinematography is unparalleled in the history of the medium. This work focuses on the promotional campaign for the Movistar + La Peste series (2018). Set in the unhealthy Seville of the 16th century, it is the most expensive series in the history of Spain, and the one with the greatest impact from critics and the public. For the development of this study, a methodology based on personal interviews with the main managers of the series (director, scriptwriter, influencers and a Chef) has been followed. As a result, the new transmedia narratives represent a phenomenon of communication and identity construction of an audiovisual format. This has generated some far-reaching conclusions: It is about carrying out a hybrid cinematographic campaign based on a transmedia designed to unify digital tools (designed for Smartphone) and a physical route mapping the city of Seville, linking it to strategic sectors such as tourism and the gastronomy. Thanks to this, this series has managed to reach a very diverse audience, with the common proposal of inviting them to immerse themselves in a past (real, but fictionalized), as familiar as it is distant in time.