\u00bfQu\u00e9 tienen en com\u00fan\u00a0iPhone, \u00abHancock\u00bb y Bacardi? Lo mismo que cualquier otra marca: la necesidad de ser noticia para destacar entre la competencia. Pero cada una lo ha conseguido de una manera diferente y por eso las re\u00fano en este post.<\/p>\n
El iPhone<\/strong> ha conseguido salir por las caracter\u00edsticas del propio producto y por los seguidores que ha arrastrado a la calle para hacer colas. Est\u00e1 en prensa, televisi\u00f3n y no hay blog de cacharritos que se haya resistido a dedicarle varios posts. De la publicidad se han encargado los propios distribuidores, Apple se ha centrado en desarrollar el producto.<\/p>\n \u00abHancock<\/strong>\u00bb se estrena la semana que viene y los de Sony, adem\u00e1s de poner los c\u00e1rteles\u00a0habituales\u00a0avisando del estreno de la pel\u00edcula, publicaron el jueves una\u00a0p\u00e1gina de publicidad en el diario Metro<\/em><\/a> como si se tratase de una noticia. La mitad habla de una \u00abBallena varada en la playa de Valencia\u00bb y remiten a Youtube para encontrar un v\u00eddeo<\/a> de Hancock en acci\u00f3n. En la web<\/a> tambi\u00e9n podemos ver otros desastres<\/a> provocados por este superh\u00e9roe.<\/p>\n Bacardi<\/strong> tambi\u00e9n buscaba aparecer en los medios para promocionar su nuevo ron Seven Tiki y lo consigui\u00f3 creando c\u00edrculos en campos<\/a>, al m\u00e1s puro estilo \u00abSe\u00f1ales\u00bb. Pimero apareci\u00f3 por lo misterioso de los c\u00edrculos<\/a> pero al poco se descubri\u00f3<\/a> que era una campa\u00f1a publicitaria y de los extraterrestes se pas\u00f3 a hablar de\u00a0guerrilla<\/a>.<\/p>\n Tres maneras diferentes de conseguir ser noticia: por el lanzamiento del producto (iPhone), contratando publicidad y buscando la viralidad de noticias divertidas (\u00abHancock\u00bb) y proporcionando una\u00a0noticia falsa pero muy llamativa y f\u00e1cilmente destacable (Bacardi).<\/p>\n Evidentemente, me quedo con la de Apple aunque no sea una campa\u00f1a propia. La de \u00abHancock\u00bb me parece acertada, se ha hecho localizada\u00a0y despierta la atenci\u00f3n sobre el pr\u00f3ximo estreno. Lo de Bacardi me parece demasiado enga\u00f1oso para considerarlo una buena idea aunque, ya que es una bebida alcoh\u00f3lica, se entiende que tenga que inventarse lo que sea para llamar la atenci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":" \u00bfQu\u00e9 tienen en com\u00fan\u00a0iPhone, \u00abHancock\u00bb y Bacardi? Lo mismo que cualquier otra marca: la necesidad de ser noticia para destacar entre la competencia. Pero cada una lo ha conseguido de una manera diferente y por eso las re\u00fano en este post. El iPhone ha conseguido salir por las caracter\u00edsticas del propio producto y por los […]<\/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":[331,119,154],"class_list":["post-391","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-apple","tag-marcas-de-bebidas-alcoholicas","tag-marketing-viral"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/391","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=391"}],"version-history":[{"count":1,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/391\/revisions"}],"predecessor-version":[{"id":36020,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/391\/revisions\/36020"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=391"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=391"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=391"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![una\u00a0p\u00e1gina de publicidad en el diario Metro<\/em><\/a> como si se tratase de una noticia. La mitad habla de una \u00abBallena varada en la playa de Valencia\u00bb y remiten a Youtube para encontrar un v\u00eddeo<\/a> de Hancock en acci\u00f3n. En la web<\/a> tambi\u00e9n podemos ver otros desastres<\/a> provocados por este superh\u00e9roe.<\/p>\nBacardi<\/strong> tambi\u00e9n buscaba aparecer en los medios para promocionar su nuevo ron Seven Tiki y lo consigui\u00f3 creando c\u00edrculos en campos<\/a>, al m\u00e1s puro estilo \u00abSe\u00f1ales\u00bb. Pimero apareci\u00f3 por lo misterioso de los c\u00edrculos<\/a> pero al poco se descubri\u00f3<\/a> que era una campa\u00f1a publicitaria y de los extraterrestes se pas\u00f3 a hablar de\u00a0guerrilla<\/a>.<\/p>\nTres maneras diferentes de conseguir ser noticia: por el lanzamiento del producto (iPhone), contratando publicidad y buscando la viralidad de noticias divertidas (\u00abHancock\u00bb) y proporcionando una\u00a0noticia falsa pero muy llamativa y f\u00e1cilmente destacable (Bacardi).<\/p>\nEvidentemente, me quedo con la de Apple aunque no sea una campa\u00f1a propia. La de \u00abHancock\u00bb me parece acertada, se ha hecho localizada\u00a0y despierta la atenci\u00f3n sobre el pr\u00f3ximo estreno. Lo de Bacardi me parece demasiado enga\u00f1oso para considerarlo una buena idea aunque, ya que es una bebida alcoh\u00f3lica, se entiende que tenga que inventarse lo que sea para llamar la atenci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"\u00bfQu\u00e9 tienen en com\u00fan\u00a0iPhone, \u00abHancock\u00bb y Bacardi? Lo mismo que cualquier otra marca: la necesidad de ser noticia para destacar entre la competencia. Pero cada una lo ha conseguido de una manera diferente y por eso las re\u00fano en este post. El iPhone ha conseguido salir por las caracter\u00edsticas del propio producto y por los […]<\/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":[331,119,154],"class_list":["post-391","post","type-post","status-publish","format-standard","hentry","category-publicidad","tag-apple","tag-marcas-de-bebidas-alcoholicas","tag-marketing-viral"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/391","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=391"}],"version-history":[{"count":1,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/391\/revisions"}],"predecessor-version":[{"id":36020,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/391\/revisions\/36020"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=391"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=391"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=391"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}](\"http:\/\/www.evasanagustin.com\/workaholic\/wp-content\/uploads\/2008\/07\/hancock_100708.jpg\"){kind=link}