PASIÓN POR EL MARKETING

blog de Buzz Marketing, Marketing viral, Social media marketing, word of mouth

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Archive for the ‘ Creatividad ’ Category

Uno de los últimos comerciales de Audi está generando gran interés y viralidad en la red puesto que es un spot muy interesante que capta la atención de una manera meritoria.

Lo cierto es que la mayoría de expertos hablan de identificación de insight como verdaderamente el punto más clave del éxito de la pieza. Esto es un opinión personal pero creo que se está en lo cierto, a parte de utilizar un recurso creativo (El Rex) que va al pelo para comunicar la principal ventaja del producto. De hecho yo creo que muchos están confundiendo recurso creativo con insight.

El insight no es que un Rex tiene los brazos pequeños y que por tanto no puede conducir, sino que el Rex, quien representa el target audience, no puede permitirse el coche que le gusta (brazos pequeños para alcanzarlo) debido a esta maldita época de crisis y por eso está frustrado, no sale y no se siente como antes cuando era grande, poderoso, tenía dinero, vacilaba, era el rey… La elección del Rex no es sólo por esa caracteristica física sino que el spot tiene que ver más con lo emocional (frustración). Podría a ver sido un León, pero el Rex además encaja a la perfección para comunicar el principal beneficio de este nuevo producto (condición autónoma). Ahora, nuestro target sí se lo puede permitir y vacilar aunque no tenga dinero. Por eso ha vuelto, porque el personaje vuelve a sentir aquel poder, esa fuerza de ser el amo. Recordemos que este spot no va dirigido a personas con una minusvalía en los brazos, sino al clásico comprador del Audi, y quizás mas claro aun, del Audi A3. Puedes decir que entonces porqué no aparece una promoción; la respuesta es que hablamos de Audi y no de Opel, Seat o un coche de media gama. Recuerda que es una campaña más bien de branding.

Como dije, esta es una interpretación personal, no un dogma ni la asunción de un creativo experto.

Everybody is talking about branded content and social currency but sometimes I wonder if we are truly right or we are just ending calling everything the same.

I was surfing on Facebook the other day and this piece of content got my attention. Actually, the visual is a Rolex but it wasn’t released by a brand from its Facebook page as we usually see. Instead it was posted by a user to make a funny joke while saying happy birthday to a friend. Look at it! It’s brilliant!

Screen Shot 2014-12-10 at 5.41.59 PM

Branded content is not about a brand creating content and pushing out to people potentially interested as Facebook’s new strategy seems to proclaim. I believe more in brand creating pieces of content worth sharing that are used by people to spread the word. Virality, earned content, buzz and all these words I used to fall in love with should leverage on the users as a key channel to drive reach and engagement.

What do you think? Should we rethink what we are doing on Facebook? Is this example of Rolex a smart strategy or pure coincidence?

WOW, Twitter’s new profiles are finally here available to everyone and they just look like Facebook. I don’t know what you think but for me it’s obvious that these 2 big Tech companies are gonna be fighting for the same sweet spot. There won’t be Twitter or Facebook anymore but Social. Actually, Weibo was actually the one SN merging or adding features from each one and it seems that it will be the model which will lead the way.

MAIN CHANGES:

– The Facebook-like redesign features larger text for most engaging content, images and a customizable profile that is designed to be a full on summary about the user.

– Brands can now choose a larger header image, pin a Tweet to the top, and show off their best content.

– The more engaging, the bigger is the text font of the font.

– Brands can now filter feeds so that they only show tweets with images and/or video, regular tweets or tweets and replies.

– Information about the user falls under the profile image, followed by smaller photos of that user’s friends.

– Twitter’s “Following” and “Follower” lists are now cooler. Instead of an actual list, Brands get a Pinterest-like board of cards your followers and following. This allows Twitter to add more detail to each account listing (profile pic, header image, description, “Follow” link and an “Other actions” menu). Now it’s easy to see who follows you so can make best decision on your follow strategy.

KEY BENEFITS FOR BRANDS:

– Higher brand identification: The profile is much more visible and shows more information. Also, brands can select the colour to align it with the brand image specifications.

– Engagement is a priority: Tweets that have received more engagement will appear slightly larger, so your best content is easy to find. Besides, you can pin your best performing tweets to the top.

– More Control on content: Now you can choose which timeline to view when checking out other profiles. Select from these options: Tweets, Tweets with photos/videos, or Tweets and replies.

SOME COOL EXAMPLES

Nike https://twitter.com/nike

New Nike Twitter profile

New Nike Twitter profile

Ford – https://twitter.com/ford

Ford New Twitter profile

Ford New Twitter profile

Sony – https://twitter.com/sony

Sony's new Twitter profile

Sony’s new Twitter profile

GE – https://twitter.com/generalelectric

General Electric's New Twitter profile

General Electric’s New Twitter profile

McDonalds – https://twitter.com/McDonalds

McDonalds' New Twitter profile

McDonalds’ New Twitter profile

Have you found any other cool Twitter profile? Ps, leave your comment.

Now that a New Year has started you might be looking for a good summary of 2013’s best social media and digital campaigns. Our friend Greg has launched his popular compilation and we are happy to share it!

Any campaign you would like to add in? I still think that there is no other like Oreo’s!

Best campaigns social media

Best campaigns social media

Check best social and digital campaigns of 2011

Check best social and digital campaigns of 2012

Since social media and all the big guys like Facebook, Twitter, etc. arrived, I felt like the amount of creative and crazy actions had decreased. However, it seems that the quality has yet even improved. The TBWA Paris guys have come up with this campaign called SNCF “Europe. It’s Just Next Door”, for me, one of the best things I’ve seen in a lot of time.

SCNF Europe is netx door

SCNF Europe is netx door

This Guerrilla action is besides its greatness a very innovative idea because all that happens behind this unexpected door is in Real Time. Welcome to Europe!

In a moment when everybody is talking about technology, networks, social, internet, etc. There is a smart brand who is taking advantage of it but in a different way. This brand is not using the same argument but the oppositive narrative. The result is a simple but great concept which fits perfectly into its positioning. Welcome to Free No Wifi by Kit Kat.

Kit Kat: Free No-WiFi Zone from Fethi Uluak on Vimeo.

“Free WiFi is available everywhere we go. People are constantly online, busy with their electronic gadgets all the time. As Kit Kat we saw that as an opportunity to give people a break. So instead of offering Free WiFi like every other brand, we created a Free No-WiFi Zone. A big sign with a small WiFi jammer that blocked all signals within a five meter radius. By doing that we encouraged people to read a newspaper, a real book or have a genuine conversation again. All while munching on a Kit Kat.”

Kit Kat Free No-WiFi Zone

Kit Kat Free No-WiFi Zone

Thanks God, you made my day with this awesome idea!

How many times this situation below did happened to you? Oh, I don’t have any….

No worries, Durex has innovating again and now they propose a cool App where you can order Condoms and get them delivered like you order Pizza.

Durex deliver

Durex deliver

The campaign is from Buzzman and I love the the idea of bringing an extra service (Delivery) to a product that no one ever has thought about. This is what innovation should be mean!

Via IdeaCreativa

Over 73% of Taiwanese men think that grooming is just about cleanness, preferring a clean-shaven look over any type of beard and stubbles. In order to increase penetration of Philips grooming kits, Phillipis created the “Low-tech Augmented Reality Mugs” to spark their interest and elevate any possible look they may have after grooming. Let’s attract them from too focusing on hair. From hair to beard.

Philips Male Grooming  “Real” AUGMENTED REALITY

Great and smart Idea!

Adidas NEO Window Shopping

By on November 2, 2012

Integrating offline and online experiences continues to be one of the new challengues that marketers who belive in innovation are facing nowadays. When it goes to the retail industry, the possibilities get bigger and really exiciting. Sometime ago I wrote about a really cool virtual innitiative to try Sunglasses in New York.

Under this purpose Adidas comes into scene again with a pretty cool and integrated inniative.

Via: DigitalBuzz

Freixenet vuelve a innovar otro año mas y esta vez su propuesta es mas “social” que nunca. Depues de contar con varias modelos, actrices, etc ha decidido democratizar tu historia y pedir a la gente “normal” que envie su propuesta.

La marca lo expone claramente:
Después de Sara Baras, Shakira, Sharon Stone y Antonio Banderas, Freixenet ofrece la posibilidad a todos los interesados de ser la próxima estrella del spot Freixenet 2012, dirigido por el prestigioso Director de Cine BIGAS LUNA.

La verdad es que la idea es buena y visto los tiempos que corren es una alternativa inteligente. Creo que para los amantes de lo audivisual tener a BIGAs LUNA pidientole personalmente es una gran incentivo.

Puedes ver la Nueva campaña Freixenet a continuacion:

Lo cierto es que se han trabajado un interesante canal branded de youtube

Para participar tienes hasta el el 11 de Noviembre. Cada participante tiene que enviar en forma de brindis materializados en soporte audiovisual, “subiéndolos vía internet” al canal YouTube de FREIXENET. El prestigioso director de cine Bigas Luna seleccionará los que formarán parte de nuevo spot.

¿Los premios?

El creador de cada vídeo elegido recibirá un premio de 3.000€. Y el mejor recibirá una beca de 20.000€ al “Realizador Novel o Proyecto Cinematográfico”.

Pues nada si tienes talento audivisual y te apetece ser una de esas magnificas burbujas con las que Freixenet nos lleva haciendo felices tantos año participa aqui!