Lecturers for the Faculty of Communication at UIC Barcelona Maria Fitó and Montserrat Vidal-Mestre, and the rector of the University and lecturer in Audiovisual Communication and Advertising, Alfonso Méndiz, have published a research article that examines the immersive narrative of podcasting as an advertising tool using the branded content technique. This technique uses content through which the brand can transmit its values without using intrusive messages.

Endesa’s branded podcast “Sounds that Transform Us” produced by La Vanguardia, is the focus of the research, and is the only immersive branded podcast produced in Spain to date. They show that the branded content technique in the sound medium is added value for brands, thanks to the evocative power of sound. In this context, immersive narratives enhance the listener’s experience.

The article analyses how the brand is integrated into the sound narrative and to what extent the podcast is presented as a suitable format to transmit the brand’s message through sound immersion. They also included interviews those responsible for the project developed by Endesa.

The research concludes that with the application of techniques such as 3D positioning, alpha waves or ASMR (autonomous meridian sensory response), significantly favour an increase in the listener’s commitment thanks to the intensity with which they live the sound experience. They also highlight the existence of a unique narrative for the podcast, which finds its sources on the radio, but that enhances its possibilities due to the absence of time limits and its recorded nature.