domingo, 28 de octubre de 2007

Procter & Gamble lanza una telenovela en Internet


El gigante de los bienes de gran consumo ha iniciado una original estrategia en Internet. El corazón de esta nueva y sorprendente iniciativa se llama “Crescent Heights” y se trata de una telenovela que cuenta las peripecias de Ahsley, una estudiante de Wisconsin recién llegada a Los Angeles.
La serie consta de capítulos de 3 minutos de duración y su auténtico objetivo es promocionar el detergente Tide, cuyo logo aparece frecuentemente a lo largo de la serie.
Kevin Crociata, director de marketing de la marca, declaró recientemente al diario The New York Times, que “el propósito es ampliar nuestro mensaje más allá de la limpieza. El mensaje de la marca está implícito en las imágenes, aunque no es tan directo, como en otras formas publicitarias tradicionales. Si el contenido no fuera entretenido, no tendría ningún éxito”.
El anunciante que dio nombre a las famosas “soap operas” primero en radio y luego en televisión vuelve a crear tendencias con una nueva y original propuesta.
Si quieres ver esta serie entra en www.tidecrescentheights.com.

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