There is not a specific regulation towards branded content per se, but regarding the Spanish General Advertising Law, we had to make sure that people knew that Hendrick’s was behind this entertainment product.

Also there are some restrictions about communication actions regarding alcoholic beverages that we had to be aware of: the theatre play had to be hosted in a place where it’s legal to sell and consume this kind of drinks, we could not sell tickets to minors and we could not encourage alcohol consumption (neither in the play script nor in the rest of the pieces of our campaign).

A transmedia campaign featuring the main characters served to advertise the show. We created content in different platforms (Twitter, Instagram, Facebook, web, PR, direct marketing, etc.) and introduced our audience to the main storytelling of the play’s plot. When they were intrigued enough we put the tickets up for sale, so they could experience the rest of the story themselves.

The transmedia campaign got more than 200.000 views before we put the tickets up for sale. When we did, we ran out of tickets for the first weekend in 24 hours and in 15 days we sold out the rest of performances. Just in the premiere day we got more than 2,5 impacts of #Enajenatorium in social media. And best of all: due to Derangeatorium Theatre Show’s big success we will be on tour in Barcelona and Madrid until October 2015.