Abstract
The introduction and consequent consolidation of information technology and telecommunications in audiovisual stories gives the receiver the ability to change from the traditional role of passive spectator to active user. In this scenario it is necessary that brands and creators work together in order to face the challenges of a new era. The creation of fictional characters, like Benito, can be used as a tool to tell stories and represent a brand (Cuétara). This paper uses the results of five work sessions carried out in the I Seminar of transmedia communication (between November 2014 and October 2015) at the Universitat Jaume I (UJI) de Castellón, Spain and the interview with the creative team that participated in the creation of the character Benito to highlight the benefits of this initiative.
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