{"id":571,"date":"2013-04-12T16:49:01","date_gmt":"2013-04-12T19:49:01","guid":{"rendered":"http:\/\/mdmarketingdigital.com\/blog\/?p=571"},"modified":"2024-08-13T14:47:58","modified_gmt":"2024-08-13T17:47:58","slug":"transmedia-storytelling-jay-z-y-bing-md-marketing-digital","status":"publish","type":"post","link":"https:\/\/www.mdmarketingdigital.com\/blog\/transmedia-storytelling-jay-z-y-bing-md-marketing-digital\/","title":{"rendered":"Transmedia Storytelling: Jay Z y Bing \u2013 MD Marketing Digital"},"content":{"rendered":"<p>El transmedia storytelling es una t\u00e9cnica de marketing que consiste en contar una historia o experiencia a trav\u00e9s de m\u00faltiples plataformas y formatos usando diversos recursos tecnol\u00f3gicos y digitales. El atractivo de este m\u00e9todo yace no s\u00f3lo en la creaci\u00f3n de contenido \u00fanico para cada plataforma, sino tambi\u00e9n en la sincronizaci\u00f3n narrativa que los atraviesa. El objetivo es lograr que los usuarios interact\u00faen diariamente con la marca y por la mayor cantidad de canales posibles.<\/p>\n<p>Esta t\u00e9cnica se vio renovada en los \u00faltimos a\u00f1os por el nivel de interactividad que lograron las nuevas tecnolog\u00edas como los smartphones y las tablets. Con estos elementos la audiencia puede relacionarse con elementos del mundo real y llevarlos al digital por las diferentes plataformas y redes. Un caso de \u00e9xito emblem\u00e1tico es la estrategia de transmedia storytelling que aplic\u00f3 Bing para el lanzamiento de Jay Z.<\/p>\n<p><iframe loading=\"lazy\" title=\"Caso de \u00c9xito Transmedia Storytelling: Jay Z y Bing (Subtitulado en espa\u00f1ol)\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/Gf0euwoVwCw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Al mismo tiempo que Bing, el motor de b\u00fasquedas de Microsoft, presentaba su nueva aplicaci\u00f3n de mapas y buscaba aumentar su relevancia con una audiencia m\u00e1s joven, Jay Z, la estrella de rap, lanzaba su autobiograf\u00eda \u201cDecode\u201d. \u00bfCu\u00e1l fue la idea de la agencia? Relacionar este gran evento de la cultura pop con Bing para relacionarlo con un nuevo segmento demogr\u00e1fico y mostrarle al mundo las ventajas que ofrec\u00eda este buscador.<\/p>\n<p>Con este objetivo en la mira, tomaron fragmentos del libro y los pusieron en carteles, restaurants y objetos \u00fanicos en m\u00e1s de 30 ciudades de los Estados Unidos. Cada parte de la autobiograf\u00eda estaba ubicado en un lugar relacionado con la parte de la vida de Jay Z que relataba. De esta forma se plote\u00f3 un Cadillac y se lo ubic\u00f3 en el ghetto de Nueva York donde surgi\u00f3 el hip-hop, se pint\u00f3 en la pileta de un hotel en Miami una p\u00e1gina del libro que hablaba de la extravagante vida del rapper, entre cientos de acciones m\u00e1s. Todos los d\u00edas, a lo largo de un mes, se fueron descubriendo nuevas p\u00e1ginas en diferentes lugares que la audiencia pod\u00eda rastrear en la aplicaci\u00f3n de mapas de Bing usando las pistas que se revelaban por m\u00faltiples medios como Facebook, Twitter y radios. El tiempo promedio de las visitas al sitio de Bing dedicado a la historia de Jay Z fue de 11 minutos.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium aligncenter\" src=\"https:\/\/2.bp.blogspot.com\/_lxi2OyKR5s4\/TK3HU6mP_fI\/AAAAAAAAAIM\/NEJ0IKUh2zw\/s1600\/ass.jpg\" width=\"400\" height=\"500\" \/><\/p>\n<h2 id=\"cuales-fueron-los-resultados\">\u00bfCu\u00e1les fueron los resultados?<\/h2>\n<p>La <strong>fanpage<\/strong> de Jay Z en Facebook gan\u00f3 1 mill\u00f3n de seguidores nuevos y \u201cDecoded\u201d estuvo en el tope de la lista de bestsellers por 9 semanas. El lanzamiento del libro y la campa\u00f1a en conjunto con Bing fue cubierto por todos los grandes medios, <strong>influencers<\/strong> y varias celebridades. En cuanto a <strong>Bing<\/strong>, en s\u00f3lo 1 mes aument\u00f3 sus visitas en un 11,7%, entr\u00f3 por primera vez en la historia en la lista de los 10 sitios m\u00e1s visitados de la web y gan\u00f3 1.1 billones de impresiones de medios.<\/p>\n<p>Esta es s\u00f3lo una de las m\u00faltiples t\u00e9cnicas que componen el repertorio de una <a title=\"Agencia de Marketing Online\" href=\"https:\/\/www.mdmarketingdigital.com\/ar\"><b>Agencia de Marketing Digital<\/b><\/a>. Los invitamos a conocer un poco m\u00e1s del <a href=\"https:\/\/www.mdmarketingdigital.com\/blog\/que-es-el-marketing-digital\/\"><b>marketing online<\/b><\/a> y de <b>MD Marketing Digital<\/b>.<\/p>\n<figure id=\"attachment_583\" aria-describedby=\"caption-attachment-583\" style=\"width: 150px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.mdmarketingdigital.com\/blog\/wp-content\/uploads\/2013\/04\/Captain-Social-Media.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-583\" src=\"https:\/\/www.mdmarketingdigital.com\/blog\/wp-content\/uploads\/2013\/04\/Captain-Social-Media-150x150.jpg\" alt=\"Agencia Social Media - MD Marketing digital\" width=\"150\" height=\"150\" \/><\/a><figcaption id=\"caption-attachment-583\" class=\"wp-caption-text\">Juan &#8220;Captain Social Media&#8221; Aguerre &#8211; Community Manager<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"El transmedia storytelling es una t\u00e9cnica de marketing que consiste en contar una historia o experiencia a trav\u00e9s&hellip;\n","protected":false},"author":2,"featured_media":6474,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":""},"categories":[1031],"tags":[391,392,126,32,386,387],"class_list":{"0":"post-571","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-digital","8":"tag-caso-de-exito-marketing-digital","9":"tag-caso-de-exito-marketing-online","10":"tag-marketing-online","11":"tag-md-marketing-digital","12":"tag-transmedia","13":"tag-transmedia-storytelling","14":"cs-entry","15":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - 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