Nowadays, with all the content showcase we have in a device that fits in our pocket, choosing what to watch, for a viewer, is very complicated, and thinking about what to offer, for a creative, is a headache. And in one of these that you are exercising as a viewer scrolling, you get hooked watching a video of a “beast” giving away a Lamborghini, and you think: “This has all the ingredients to become a brutal branded content.”
And so it was that, in 2023, “La Manoton” was born, an event in which MediaMarkt, obviously without the budget of the Lambo maniac, gave away a car, thousands of euros and a lot of technology. The participants had to put their hand on the car and the last one to lift it would win it. It was more than 12 hours of contest in which several influencers tempted the participants with prizes while playing tricks on them. The result? An entertaining content focused on the language of social networks with which we achieved more than 2.5 million views.
Such was the repercussion that, this year, we could not not do “La Manotón 2“. It no longer mattered how hard it was to produce an event of such magnitude. What’s more, we wanted to make it bigger, with more influencers, more challenges, more prizes, more hours… And we did it! Another success! With more than 14 hours of live streaming and a great team formed by the likes of Daniel Fez, Mario Vaquerizo and many others, and with TheGrefg as master of ceremonies, we achieved more than 70 million impacts, a 60% growth of followers on MediaMarkt’s Twitch channel, and to be the most watched Spanish-language live stream of the day. Although the biggest achievement for us, apart from these numbers, was to repeat.
Finding the formula for success is like finding a treasure. And with La Manoton, (alluding to a live-action of which I consider myself a big fan and without any intention of comparing us) we have started like the crew of the Straw Hat: with a second season, on the way to the third and sailing to find the One Piece.
