Diego Berraquero RodríguezF. Javier Cristófol2026-03-222026-03-22202410.61283/rgkf0102https://doi.org/10.61283/rgkf0102https://andeanlibrary.org/handle/123456789/76266The campaign "Who will occupy the throne of La Maestranza?" designed for the April Fair of Seville 2024 used transmedia communication strategies inspired by narrative elements of "Game of Thrones" to attract a diverse audience and expand the traditional audience of bullfighting. Through a quantitative and qualitative analysis of the presence of the campaign in the press (print and digital), and its engagement on social networks in the company's own accounts, it seeks to understand how the incorporation of popular references can enhance the visibility and impact of traditional events in the contemporary context. The relevance of this contribution lies in its ability to engage audiences on how popular culture can be instrumentalized to rejuvenate traditional practices and connect with younger and more diverse audiences. The methodology used underlines the importance of digital media and social networks as key tools in transmedia narrative. The data suggests that the reference to "Game of Thrones" has significantly improved media presence and generated a notable transmedia impact. This approach could serve as a model for other cultural events seeking to renew themselves and maintain their relevance in the digital age. By offering a critical perspective on the intersection of popular culture and traditions, this study also contributes to broader debates on cultural adaptation and innovation in the era of globalization.enHumanitiesarticle