Richmond Till We Die : as estratégias utilizadas pela Apple TV para transformar Ted Lasso em um fenômeno de entretenimento e publicidade na era do streaming

Abstract

With the absence of commercials on streaming platforms, advertising had to reinvent itself. The combination of product placement with narrative expansion can be an alternative to integrate brands into the story without disrupting the flow of episodes. The goal of this research is to understand, with the help of four analytical operators, how narrative expansion became a key strategy for the series Ted Lasso in introducing brands into the storyline. From the analysis, we conclude that it is possible to create openings within the fictional world to allow it to expand, enable effective brand placements, and even collaborations with more companies.