{"id":218,"date":"2007-08-27T21:58:05","date_gmt":"2007-08-27T19:58:05","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=218"},"modified":"2026-01-05T14:18:20","modified_gmt":"2026-01-05T13:18:20","slug":"ad-twix-viral-a-la-fuerza","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2007\/08\/27\/ad-twix-viral-a-la-fuerza\/","title":{"rendered":"[AD] Twix, viral a la fuerza"},"content":{"rendered":"<p>Juan, <a href=\"http:\/\/juanmarketing.blogspot.com\/\" target=\"_blank\">un apasionado del marketing<\/a>,\u00a0me escribe desde <a href=\"http:\/\/www.buzzparadise.com\/\" target=\"_blank\">BuzzParadise<\/a> para hablarme de la nueva campa\u00f1a que est\u00e1n haciendo para Twix. Posteriomente (\u00a1que no digan que hago posts largos!)\u00a0escribir\u00e9 sobre este nuevo contacto con una agencia, pero antes me parece tambi\u00e9n interesante hablar de &#8216;lo viral&#8217;, en t\u00e9rminos generales\u00a0y usando este caso de ejemplo.<\/p>\n<p>El marketing viral <a href=\"http:\/\/www.marketingdirecto.com\/noticias\/noticia.php?idnoticia=24151\" target=\"_blank\">ayuda a la venta<\/a> pero\u00a0recordemos que <a href=\"http:\/\/zeddigital.es\/comments.asp?id=152\" target=\"_blank\">no es suficiente<\/a> con el enviar a un amigo <a href=\"http:\/\/etc.territoriocreativo.es\/etc\/2007\/04\/por_que_usar_vi.html\" target=\"_blank\">ni tampoco<\/a> colgar un v\u00eddeo en YouTube, <a href=\"http:\/\/www.briefblog.com.mx\/archivos\/2007\/05\/16\/1899.php\" target=\"_blank\"><strong>hay que dejar<\/strong><\/a><strong> que<\/strong> <strong>el p\u00fablico decida si es viral o no, si lo\u00a0propaga o no, si se deja contagiar o no<\/strong>.<\/p>\n<p>Pensando en este caso, una pregunta\u00a0b\u00e1sica: \u00bfpor qu\u00e9?\u00a0\u00bf<strong>Por qu\u00e9 Twix necesita un viral<\/strong>? Como todos, digo yo que buscar\u00e1 destacar. Es el \u00fanico motivo que se me ocurre, aunque la campa\u00f1a\u00a0no se ha desarrollado del todo.<\/p>\n<p>\u00bfDestacar por encima de su (creo yo) competencia m\u00e1s directa, Mars delight? Son muy parecidos (en gustos no quiero entrar), tienen\u00a0los mismos ingredientes y tambi\u00e9n se venden en dos porciones. Pero teniendo en cuenta que se trata de <a href=\"http:\/\/www.mars.com\/global\/Mars+Directory\/Spain\/Masterfoods+Effem+Espa\u00f1a.htm\" target=\"_blank\">la misma marca<\/a>, no tengo muy claro que este sea\u00a0el motivo.<\/p>\n<p>Si pensamos m\u00e1s globalmente, otro buen motivo podr\u00eda ser\u00a0sacar un nuevo producto o modificar en algo el actual. Mi querido\u00a0Lector fiel propone un Twix de chocolate blanco y no es tan mala idea si pensamos\u00a0que han sacado\u00a0Kit Kat blanco o Maltessers blancos. Aunque lo que parece que ser\u00e1 <a href=\"http:\/\/www.youtube.com\/watch?v=rviuLaNiRa0\" target=\"_blank\">el spot<\/a> televisivo tampoco le da futuro a esta opci\u00f3n.<\/p>\n<p>Analizando los materiales que me han enviado y a la espera de recibir m\u00e1s informaci\u00f3n, s\u00f3lo comentar <a href=\"http:\/\/www.youtube.com\/user\/gritacaramelo\" target=\"_blank\">los v\u00eddeos<\/a>\u00a0que arrancan la campa\u00f1a. Han copiado bien la est\u00e9tica <a href=\"http:\/\/www.youtube.com\/watch?v=LaNgxcRhr0w\" target=\"_blank\">c\u00e1mara oculta<\/a> pero sabiendo que vienen de agencia, veo s\u00f3lo un mont\u00f3n de actores y tampoco\u00a0no me parece lo suficiente divertido como para recomendarlo.<\/p>\n<p>Resumiendo: no entiendo por qu\u00e9 Twix quiere este viral (\u00bfs\u00f3lo para decir que lo hace?) y tambi\u00e9n dudo que llegue a serlo. De momento, ya hablan de Twix: <a href=\"http:\/\/www.markarina.com\/nueva-campana-de-twix\/\" target=\"_blank\">Markarina<\/a>, <a href=\"http:\/\/marketingeinternet.blogspot.com\/2007\/08\/twix-apuesta-por-el-marketing-viral.html\" target=\"_blank\">Marketing e Internet<\/a> y <a href=\"http:\/\/planta22.blogspot.com\/2007\/08\/hoy-os-traigo-la-noticia-de-la-nueva.html\" target=\"_blank\">Planta 22<\/a>.<\/p>\n<p>Por cierto que teniendo en cuenta que desde que Twix era Raider, el snack de chocolate que gusta dos veces, que soy consumidora de esta chocolatina,\u00a0es muy posible que hubiese estado atenta a su evoluci\u00f3n, a\u00fan sin el mail que se\u00f1al\u00f3 el tema. Eso s\u00ed, el siguiente post habr\u00eda sido imposible hacerlo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Juan, un apasionado del marketing,\u00a0me escribe desde BuzzParadise para hablarme de la nueva campa\u00f1a que est\u00e1n haciendo para Twix. Posteriomente (\u00a1que no digan que hago posts largos!)\u00a0escribir\u00e9 sobre este nuevo contacto con una agencia, pero antes me parece tambi\u00e9n interesante hablar de &#8216;lo viral&#8217;, en t\u00e9rminos generales\u00a0y usando este caso de ejemplo. El marketing viral [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[2],"tags":[190,490,154],"class_list":["post-218","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-blogmarketing","tag-marcas-de-alimentacion","tag-marketing-viral"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/218","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=218"}],"version-history":[{"count":1,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/218\/revisions"}],"predecessor-version":[{"id":36042,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/218\/revisions\/36042"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=218"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=218"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}