An event that represents a "blow" to traditional advertising
Posted: Mon Jan 20, 2025 4:46 am
The Night of the Year, with its six fights, proved to be a media phenomenon, challenging traditional methods of audience capture and advertising management. The event, broadcast on the Twitch streaming platform, reached an 18% audience share from 6:00 p.m., surpassing traditional television channels such as Antena 3 (12.6%) and Telecinco (12.2%). As the night progressed, the public's interest not only remained, but increased, reaching over 21% share between 8:00 p.m. and 9:00 p.m. These figures confirm the growing impact of new entertainment formats, driven by influential figures from the digital world.
On the other hand, interaction is beginning to be another factor in favour of digital platforms for companies, thanks to the possibility of obtaining instant feedback. Through chat, it is possible to observe in real time how the thousands of people connected react to brand messages and adjust their strategies accordingly. Unlike conventional advertisements, which tend to be one-way and less attractive, events such as the Evening of the Year allow for direct, real-time interaction with the target audience.
This interactive and authentic nature of the event, in contrast to the one-way nature of traditional advertising messages, translates into greater effectiveness . In the same way, the authenticity of the influencers and celebrities who participate in the Evening of the Year, who maintain a genuine relationship with their audience, generates an emotional connection that enhances trust and receptivity towards brand messages, something difficult to achieve with conventional advertising.
The brands that bet on the power of influence as sponsors of the Evening
Some companies took advantage of the more than 80,000 attendees at the Santiago Bernabéu Stadium as well as the 3.8 million users connected to the Twitch channel to launch innovative campaigns.
Vice, sweeping through social networks
The smash burger chain was one of the official sponsors of the fourth edition of the event, starting its advertising campaign in March, when the official presentation of the 4th Annual Evening was held at the Victoria Theatre in Barcelona.
During the event, VICIO surprised Will Smith with a briefcase containing the official La Velada x VICIO gloves and a piece of jewelry. This action, captured on video, went viral, accumulating more than a million views on Instagram and TikTok . Similarly, the company gave Yosoyplex a briefcase with official gloves, a personalized piece of jewelry, and a phone, which generated a video that accumulated 15 million views on Instagram and TikTok.
Read also: How to create efficient campaigns on TikTok Ads
At the highlight of the event, a VICIO staff member delivered food using a jetpack administration directors email database to Ibai Llanos on the main stage. This innovative act achieved nearly a million views on social media .
El Pozo King Upp, sponsor for the fourth consecutive year
During the event, El Pozo King Upp carried out campaigns on social media, including raffles and contests, which encouraged public participation. In addition, they carried out previous actions, such as raffles for tickets and exclusive merchandising for the Evening, and launched special packaging for their chicken burger.
The brand also made sure to achieve high visibility with logos and banners strategically placed around the Santiago Bernabéu Stadium. A novelty was the special uniform of referee Salvador Salvá, with a personalized shirt and a camera on his chest, which offered a unique perspective of the event.
The brand also collaborated with influencers such as Kappah, who was brought to the event in costume, and Yosoyplex, who was given official gloves from the event. They also challenged creators to eat a hamburger with boxing gloves and carried out a search for people with the most "King Attitude" to give away VIP experiences. Lastly, the mascot "Perriking" interacted with the public, participating in fun dynamics both outside and inside the stadium.
On the other hand, interaction is beginning to be another factor in favour of digital platforms for companies, thanks to the possibility of obtaining instant feedback. Through chat, it is possible to observe in real time how the thousands of people connected react to brand messages and adjust their strategies accordingly. Unlike conventional advertisements, which tend to be one-way and less attractive, events such as the Evening of the Year allow for direct, real-time interaction with the target audience.
This interactive and authentic nature of the event, in contrast to the one-way nature of traditional advertising messages, translates into greater effectiveness . In the same way, the authenticity of the influencers and celebrities who participate in the Evening of the Year, who maintain a genuine relationship with their audience, generates an emotional connection that enhances trust and receptivity towards brand messages, something difficult to achieve with conventional advertising.
The brands that bet on the power of influence as sponsors of the Evening
Some companies took advantage of the more than 80,000 attendees at the Santiago Bernabéu Stadium as well as the 3.8 million users connected to the Twitch channel to launch innovative campaigns.
Vice, sweeping through social networks
The smash burger chain was one of the official sponsors of the fourth edition of the event, starting its advertising campaign in March, when the official presentation of the 4th Annual Evening was held at the Victoria Theatre in Barcelona.
During the event, VICIO surprised Will Smith with a briefcase containing the official La Velada x VICIO gloves and a piece of jewelry. This action, captured on video, went viral, accumulating more than a million views on Instagram and TikTok . Similarly, the company gave Yosoyplex a briefcase with official gloves, a personalized piece of jewelry, and a phone, which generated a video that accumulated 15 million views on Instagram and TikTok.
Read also: How to create efficient campaigns on TikTok Ads
At the highlight of the event, a VICIO staff member delivered food using a jetpack administration directors email database to Ibai Llanos on the main stage. This innovative act achieved nearly a million views on social media .
El Pozo King Upp, sponsor for the fourth consecutive year
During the event, El Pozo King Upp carried out campaigns on social media, including raffles and contests, which encouraged public participation. In addition, they carried out previous actions, such as raffles for tickets and exclusive merchandising for the Evening, and launched special packaging for their chicken burger.
The brand also made sure to achieve high visibility with logos and banners strategically placed around the Santiago Bernabéu Stadium. A novelty was the special uniform of referee Salvador Salvá, with a personalized shirt and a camera on his chest, which offered a unique perspective of the event.
The brand also collaborated with influencers such as Kappah, who was brought to the event in costume, and Yosoyplex, who was given official gloves from the event. They also challenged creators to eat a hamburger with boxing gloves and carried out a search for people with the most "King Attitude" to give away VIP experiences. Lastly, the mascot "Perriking" interacted with the public, participating in fun dynamics both outside and inside the stadium.