La creación de eventos integrados: El caso Cervezas Victoria en el Carnaval de Málaga

Events have become the best option for reaching consumers and brand-users. This project expounds the precedents and methodology around the creation of integrated events, proposed by Galmes and Argudo (2016). Furthermore, it seeks to present the evolution of marketing communication strategies associated with the integration of channels and the creation of experiences. To this end, the campaign conducted by Cervezas Victoria at Malaga Carnival (Spain) in 2019 was analysed. This campaign combines both off-line and on-line media, being the largest diffusers and transmitters of the brand values. The values are transferred from the brand to the city event and subsequently in return. Hence, this interrelationship and synergy facilitate the creation of new communication modes. These modes and the results are presented in the conclusions.