Estrategias de comunicación y marketing digital aplicadas a la promoción de la serie original de Netflix: Stranger Things

Abstract

Abstract: Some of communication and digital marketing strategies to promote a fictional series are applied on social media, with the goal of engaging with followers and attracting fans, to increase the audience of the series. This communication process is fast, simple, effective and feedback. At least49% of the world's population has active in social media accounts, representing 3.810 million people.The goal of the research is to determine the use and management on social media handled by official Netflix accounts in Latin America and the United States, and the Stranger Things series account, especially in promoting the third season of the series. Indeed, Stranger Things uses social media within its communication and digital marketing strategies.The following social media were analyzed: Facebook, Twitter, Instagram and YouTube. Through the use of Fanpage Karma, a digital tool used for social media analysis and monitoring, data was extracted that, once analyzed, resulted in the use, interaction, strategies and digital communication and marketing tools of official accounts.