El poder del marketing digital en España
España es uno de los países más actualizados en cuanto a marketing digital. Muestra de ello son algunas campañas online realizadas por reconocidas agencias digitales .
En el siguiente artículo te mostraremos dos casos de éxito que vale la pena conocer.
El Poder de la Roja
Agencia: Netthink Isobar
Anunciante: Adidas
Producto: nueva camiseta de la Selección Nacional de Futbol
Previo a la fiebre del Mundial, esta campaña tenía como objetivo dar a conocer el lanzamiento de la nueva camiseta Adidas de la Selección Española de Futbol. La idea que la agencia buscaba transmitir era la de generar un sentimiento. Su estrategia estaba orientada a movilizar a la gente a apoyar a su equipo y la mejor manera de hacerlo era donando su sangre.
Se puso una lona enorme de la camiseta en color blanco en una plaza de Madrid y conforme la gente iba donando sangre esta se iba llenando hasta llenarla de rojo.
¿Marketing digital?
Se creó un micrositio en el cual la afición podía ver el evento retransmitido en directo por streaming de video, dándole la posibilidad de dejar sus comentarios en apoyo al equipo.
El usuario podía ver en cámara rápida los momentos más relevantes del evento antes de entrar al sitio y una vez dentro podía verlo totalmente en vivo. De esta manera se realizó la animación de manera digital y de manera metafórica.
Resultados
+ 35.000 visualizaciones del vídeo.
+ 20.000 visitas al site.
+ 5.000 seguidores en redes sociales.
Visitas desde 88 países.
+ 200% media de donaciones en España.
ROI: +300% de la inversión inicial de Adidas
Repercusión mediática estimada en 500.000
5 millones de impactos presenciales convertidos en 20 millones a los medios y RR.PP.
18 apariciones gratuitas en Tv. Menciones en prensa, radio y medios digitales
Reponte y Camina
Agencia:Sra. Rushmore
Anunciante: Coca-Cola
Producto: Aquarius
El Xacobeo era el momento adecuado para lanzar la campaña de Aquarius y convertirla así en la bebida Oficial del Camino de Santiago, bajo el lema : Reponte y Camina. El reto estaba en poder lograrlo, sobre todo por que el Camino de Santiago es una tradición que viene de años atrás y nunca había existido una Bebida Oficial.
En nombre de las millones de botellas y latas de una Edición Especial que vendría después, una botella de Aquarius salió desde Roncesvalles con destino Santiago. Quería convertirse en la Primera Botella Peregrina de la historia confiando en la imprevisibilidad del ser humano.
Más de 50 Peregrinos voluntarios llevaron su botella, en un viaje imprevisible que duró un mes. La botella recorrió de mano en mano los 782 km del Camino y reunió los 30 sellos en su Compostela consiguiendo así el Jubileo y la bendición en la catedral de Santiago.
El marketing digital
Desde Internet gente de todo el mundo los siguió a través de a través YouTube, Facebook, Twitter y Foursquare. Además se utilizó un GPS móvil, el apoyo de un bloguero y un equipo de producción con los que pudieron contar minuto a minuto todo lo que le ocurría a la botella y lo que encontraba a su paso.
Hoy, todo el mundo puede beberse parte de ese viaje cuando se encuentre una botella de Aquarius.
Aplicación GPS iphone para localizar la botella
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