The main market for the web series was the US, which is a very well-developed and mature market for all non-broadcast content formats.

It is almost expected that brands will produce content that goes beyond the 30s TV-ads, such as longer stories, entertainment, partnerships etc., usually shared on social media and video sharing platforms. The main target audience watches and share interesting and authentic stories – whether it comes from a brand or elsewhere.

However, heavily branded content can be perceived as contrived and perform less well with our audience

Whilst there are no specific restrictions around alcohol in TV- advertising (apart from age restrictions) the web series will also live on an age-gated brand website.

Furthermore, el Jimador is a global brand and the web series could and will be used globally.

The opening films of the web series were seeded out to key opinion formers and bloggers to share and draw viewers into the final collaboration film. Short teasers were features on Facebook and via Instagram

The campaign and web series launched at the end of April and so at the point of submission no data was available. However, the agency and client are happy to supply performance data at time of judging upon request.