{"id":169955,"date":"2023-03-17T10:13:31","date_gmt":"2023-03-17T09:13:31","guid":{"rendered":"https:\/\/ipmark.com\/?p=169955"},"modified":"2023-03-17T11:23:44","modified_gmt":"2023-03-17T10:23:44","slug":"discovery-canary-islands-gran-premio-branded-content-2022","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=169955","title":{"rendered":"Discovery Canary Islands, Gran Premio de Branded Content de 2022"},"content":{"rendered":"<p><strong>La campa\u00f1a <em>Discovery Canary Islands<\/em>, el proyecto de Promotur (Turismo de Canarias) junto a Mediabrands Content Studio, Initiative y Atlantia, ha sido reconocido con el Gran premio al Mejor Branded Content de 2022, concedido durante la tarde-noche del 16 de marzo, en Branducers8, el evento que recoge las tendencias en branded content y que organiza de forma anual BCMA Espa\u00f1a.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La entrega de los Premios Anuales de Branded Content que entrega la BCMA cada a\u00f1o fue el broche final de la<strong> octava edici\u00f3n de Branducers<\/strong>, el evento creado hace algo m\u00e1s de diez a\u00f1os por After, y que en esta \u00faltima edici\u00f3n ha contado tambi\u00e9n con el patrocinio de GroupM, Be a Lion y Xiaomi, y con el apoyo y la colaboraci\u00f3n de Summer, Pernod Ricard, Casanova, Coca Cola, Estudios Quinto Nivel, Cursiva y Warner Bross.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este a\u00f1o, el Gran Premio ha ido a parar a Promotur, por su campa\u00f1a <em>Discovery Canary Islands<\/em>, un reality show de aventura por las islas lanzada en Rakuten TV, y desarrollado junto a Mediabrands Content Studio, Initiative y Atlantia. La acci\u00f3n de branded content de Turismo de Canarias tambi\u00e9n fue reconocida con el Premio a la <strong>Mejor Estrategia de Branded Content<\/strong>, y el Premio al <strong>Mejor Uso de los Medios en Branded Content.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">El jurado, integrado por 16 profesionales y expertos de branded content y <strong>presidido por Cristina Barbosa, presidenta de Ogilvy Espa\u00f1a y de BCMA<\/strong>, ha sido el responsable de elegir a los ganadores entre los 139 casos inscritos en sus 12 categor\u00edas. En total, <strong>se han repartido 13 premios.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed, adem\u00e1s de la propuesta de Promotur, la campa\u00f1a <em>Muchoyo<\/em>, de las organizaciones Zinkia, Aldeas Infantiles, EDUCO, Plan International Save the Children, UNICEF y World Vision, junto con Jorge Mart\u00ednez, Arena Media, Collage, Hype y F33, fue reconocida con el Premio a la <strong>Mejor Idea Original de Branded Content.<\/strong> Se sum\u00f3 una <strong>menci\u00f3n especial al Mejor Ecosistema de Colaboraci\u00f3n en Branded Content 2022,<\/strong> una nueva categor\u00eda que valora la colaboraci\u00f3n implementada entre marca y agentes para desarrollar el proyecto.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><em>Hay tema<\/em>, de Durex, Fuego Camina Conmigo y Arena Media, se llev\u00f3 la segunda<strong> menci\u00f3n especial en la categor\u00eda de Mejor Branded content con Prop\u00f3sito del a\u00f1o.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">En la categor\u00eda de<strong> Mejor Branded Content Audiovisual,<\/strong> el galard\u00f3n cay\u00f3 en Cruzcampo, Ogilvy, Dentsu, Hogarth y Carne al corte, por la campa\u00f1a <em>Bar El Mudo<\/em>, mientras que el de <strong>Mejor Branded Content Editorial<\/strong> fue para <em>El perro verde<\/em>, la revista desarrollada por El perro verde y McCann Erickson. El premio a <strong>Mejor Branded Content Sonoro<\/strong> fue a manos de Suiza Turismo y El Extraordinario, por el podcast<em> Blum<\/em>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La campa\u00f1a <em>Ni tan lejos ni tanto tiempo<\/em>, realizado por el Comit\u00e9 espa\u00f1ol de ACNUR y Thinketers fue reconocido con el premio al <strong>Mejor Branded Content Experiencial<\/strong>, mientras que <em>Solo asesinatos en Disney+<\/em>, de Disney+, Darwin &amp; Verne y Visual Noise se llev\u00f3 el premio al <strong>Mejor Branded Content Digital Interactivo<\/strong> de 2022.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por otro lado, el ganador de <strong>#05X10<\/strong>, el formato propio de BCMA en el que los socios presentan al sector cinco casos de \u00e9xito de branded content, contados en 10 minutos cada uno, ha ca\u00eddo este a\u00f1o en <em>Biograf\u00edas a\u00fan por escribir<\/em>, de Ecoembes y Grace.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Mejor Branded Content Hispanoamericano<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Otra de las novedades de la octava edici\u00f3n de los Premios BCMA ha sido la inclusi\u00f3n de la categor\u00eda <strong>Mejor Branded Content Hispanoamericano<\/strong>, que en su primera edici\u00f3n ha ca\u00eddo en manos de Grupo Modelo, Motion Content Group y EssenceMediacom por la campa\u00f1a <em>Reto Maestro Cervecero<\/em>, un programa de tres cap\u00edtulos lanzado en M\u00e9xico para encontrar al mejor maestro cervecero del pa\u00eds.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Axel Aldana, <em>creative futures director<\/em> de EssenceMediacom M\u00e9xico; Carlos Fern\u00e1ndez,<em> head of content<\/em> de Motion M\u00e9xico; y \u00c1lvaro N\u00fa\u00f1ez, <em>managing director<\/em> de Motion Content Group Latam, agradecieron desde la distancia el que es un gran reconocimiento que sella la buena trayectoria de la agencia en el pa\u00eds, usando el poder de los contenidos y la planificaci\u00f3n de audiencias para amplificar los resultados de las marcas.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El programa Originals de Rakuten TV, un reality show desarrollado por Turismo de Canarias, Mediabrands Content Studio, Initiative y Atlantia se llev\u00f3 el Gran Premio de los galardones que entrega cada a\u00f1o BCMA Espa\u00f1a. <\/p>\n","protected":false},"author":29,"featured_media":169957,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5900],"tags":[673,2114,2226],"class_list":["post-169955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-festivales","tag-branded-content","tag-creatividad","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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