{"id":22904,"date":"2017-11-10T13:49:41","date_gmt":"2017-11-10T12:49:41","guid":{"rendered":"http:\/\/www.creaerte.com\/live\/?p=22904"},"modified":"2017-11-10T14:46:05","modified_gmt":"2017-11-10T13:46:05","slug":"gurus-la-musica-del-marketing","status":"publish","type":"post","link":"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/","title":{"rendered":"Gur\u00fas de la m\u00fasica (y del marketing)"},"content":{"rendered":"<p>Para muchos lo que hoy os contamos es considerado un <strong>referente en la historia del marketing<\/strong> hecho para promocionar uno de los mejores discos en lo que va de siglo. Son muchos sus aspectos destacables, desde la calidad del sonido a la originalidad musical, pero hoy queremos poner el foco en la acertad\u00edsima campa\u00f1a de marketing de <strong>Random Access Memories<\/strong>, de <strong>Daft Punk<\/strong>.<\/p>\n<p>A la hora de elaborar una <strong>campa\u00f1a de marketing<\/strong> hay que tener en cuenta <strong>el p\u00fablico objetivo y las t\u00e9cnicas para llegar<\/strong> <strong>a \u00e9l<\/strong>, y Daft Punk lo tuvo clar\u00edsimo. Con un simple <strong>anuncio televisivo<\/strong> en el SNL ya consiguieron una <strong>repercusi\u00f3n masiva en internet<\/strong>. Su \u00fanico <strong>marketing online<\/strong> consisti\u00f3 en un <strong>microsite <\/strong>con la miniserie sobre los colaboradores del disco. El marketing, al igual que el disco, deb\u00eda hacerse <strong>a la antigua<\/strong>, dejando a un lado ciertas tecnolog\u00edas.<\/p>\n<p>Bangalter y Homem-Christo, junto a su ya m\u00edtica pir\u00e1mide LED, dieron en 2006 el que probablemente fue uno de los mayores shows del festival de <strong>Coachella<\/strong>. Por eso la colocaci\u00f3n de una <strong>valla publicitaria<\/strong> en la carretera que lleva al festival y un <a href=\"https:\/\/www.youtube.com\/watch?v=l-OpkvJ1Vpg\"><strong>video promocional <\/strong><\/a>en el escenario principal no fueron una t\u00e1ctica casual. Este estudiad\u00edsimo movimiento gener\u00f3 tal expectaci\u00f3n que el <strong>marketing online<\/strong> se hizo solo, a trav\u00e9s de la imparable cadena de comentarios, opiniones y especulaciones de los fans.<\/p>\n<p>Lo m\u00e1s curioso es que ninguna de esas <strong>t\u00e9cnicas<\/strong> son <strong>convencionales<\/strong> a la hora de promocionar un \u00e1lbum. Puede que muchos entendidos hubieran descartado la idea de utilizar <strong>marketing offline<\/strong>, que abogaran por no hacer anuncios televisivos o que de haber apariciones fueran entrevistas o conciertos. No sabemos qu\u00e9 habr\u00eda pasado en ese caso, pero el <strong>\u00e9xito <\/strong>de la campa\u00f1a es ya <strong>historia de la comunicaci\u00f3n<\/strong>.<\/p>\n<p>Otra posibilidad es que el disco, al igual que el ya consagrado d\u00fao musical, estuviera <strong>destinado a triunfar<\/strong>; todo lo que toca Daft Punk se convierte en oro. Ahora los artistas no solo les piden <strong>colaboraciones musicales<\/strong>, sino <strong>asesoramiento en marketing<\/strong> para sus propias promociones. No cabe duda que <strong>una gran campa\u00f1a respaldando un gran proyecto son la combinaci\u00f3n ganadora<\/strong>.<\/p>\n<p>https:\/\/www.youtube.com\/watch?v=6QVtHogFrI0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Para muchos lo que hoy os contamos es considerado un referente en la historia del marketing hecho para promocionar uno de los mejores discos en lo que va de siglo. Son muchos sus aspectos destacables, desde la calidad del sonido a la originalidad musical, pero hoy queremos poner el foco en la acertad\u00edsima campa\u00f1a de marketing de Random Access Memories,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":22907,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1345,362,88,1350,38,1282,285,153,294,1346],"tags":[],"class_list":["post-22904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisual","category-branded-content","category-comunicacion","category-creatividad","category-marketing","category-marketing-digital","category-musica-de-anuncio","category-viral","category-web","category-youtube","has_thumb"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gur\u00fas de la m\u00fasica (y del marketing) - creaerte.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gur\u00fas de la m\u00fasica (y del marketing) - creaerte.com\" \/>\n<meta property=\"og:description\" content=\"Para muchos lo que hoy os contamos es considerado un referente en la historia del marketing hecho para promocionar uno de los mejores discos en lo que va de siglo. Son muchos sus aspectos destacables, desde la calidad del sonido a la originalidad musical, pero hoy queremos poner el foco en la acertad\u00edsima campa\u00f1a de marketing de Random Access Memories,...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"creaerte.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/creaerte\" \/>\n<meta property=\"article:published_time\" content=\"2017-11-10T12:49:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-11-10T13:46:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2017\/11\/Daft_punk.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1634\" \/>\n\t<meta property=\"og:image:height\" content=\"919\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:site\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/www.creaerte.com\/live\/#\/schema\/person\/acc9e93c6216bce2d569b1f0a99607f6\"},\"headline\":\"Gur\u00fas de la m\u00fasica (y del marketing)\",\"datePublished\":\"2017-11-10T12:49:41+00:00\",\"dateModified\":\"2017-11-10T13:46:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/\"},\"wordCount\":388,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2017\/11\/Daft_punk.jpg\",\"articleSection\":[\"Audiovisual\",\"branded content\",\"comunicaci\u00f3n\",\"creatividad\",\"marketing\",\"Marketing Digital\",\"M\u00fasica de anuncio\",\"viral\",\"web\",\"Youtube\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/\",\"url\":\"https:\/\/www.creaerte.com\/live\/gurus-la-musica-del-marketing\/\",\"name\":\"Gur\u00fas de la m\u00fasica (y del marketing) - 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