{"id":5248,"date":"2020-06-23T09:46:22","date_gmt":"2020-06-23T14:46:22","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5248"},"modified":"2020-06-24T00:55:23","modified_gmt":"2020-06-24T05:55:23","slug":"5248-2","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/5248-2\/","title":{"rendered":"Mapfre presenta su nueva identidad en el mundo de los eSports"},"content":{"rendered":"<div class=\"row\">\n<div class=\"col-sm-12\">\n<div class=\"subtitle mb-4\">\n<div class=\"field-subtitulo\">\n<ul>\n<li>La aseguradora busca acercarse al target Millennial y ganar presencia en el entorno digital<\/li>\n<li>La campa\u00f1a ha sido elaborada por Momentum, agencia del grupo McCann especializada en eSports<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-sm-8 hr-vertical no-padding\">\n<div class=\"image_notice mb-3 img-portada-noticia\">\n<div class=\"videoWrapper\">\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/OOZjNMtVHjc\" width=\"679\" height=\"387\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<\/div>\n<\/div>\n<div class=\"mb-3 color-autor cont-datos d-flex flex-wrap padding-15\">\n<p><span class=\"fn\"><span class=\"mr-1\">Redacci\u00f3n<\/span><\/span><\/p>\n<div class=\"time-ago mr-1\">23\/06\/2020 \u00b7 11:10<\/div>\n<div class=\"creada\"><\/div>\n<\/div>\n<div class=\"padding-15 \">\n<div class=\"field-body\">\n<div class=\"field-items\">\n<div class=\"field-item even\">\n<p><strong>Mapfre<\/strong>\u00a0ha lanzado \u2018Guardianas del Gaming\u2019, su nueva identidad y reposicionamiento de marca para los\u00a0<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/estudio-arena-media-gaming-esports-oportunidades-marcas-2020\" target=\"_blank\" rel=\"noopener noreferrer\">eSports<\/a>\u00a0y el Gaming. El objetivo de la aseguradora es acercarse al target Millennial, ganar m\u00e1s presencia en el entorno digital y posicionarse como una empresa joven, moderna y atractiva.<\/p>\n<div class=\"summary-new\">Se trata de una plataforma de comunicaci\u00f3n con los gamers<\/div>\n<p>La campa\u00f1a ha sido elaborada por\u00a0<strong>Momentum<\/strong>, la agencia de marketing experiencial perteneciente al\u00a0<a href=\"https:\/\/www.reasonwhy.es\/noticias-sobre\/mccann-worldgroup\" target=\"_blank\" rel=\"noopener noreferrer\">grupo McCann<\/a>\u00a0y especializada en eSports, y se present\u00f3 el pasado 15 de junio durante la retransmisi\u00f3n de la Superliga Orange, que regres\u00f3 con una audiencia de\u00a0<strong>245.000 espectadores<\/strong>, cifra r\u00e9cord en la Liga de Videojuegos Profesional.<\/p>\n<p>Guardianes del Gaming es una plataforma de comunicaci\u00f3n con la que poder hablar con los gamers \u00abde t\u00fa a t\u00fa\u00bb\u00a0a trav\u00e9s de tres personajes, que ser\u00e1n los\u00a0<strong>embajadores de la marca<\/strong> en este entorno.<\/p>\n<div id=\"cp_widget_7af4ba32-cc4d-47c7-8b76-093fe61ed281\" class=\"ze_adjust_crop crop_fit gsmobile wS\">\n<div id=\"inner_cp_widget_7af4ba32-cc4d-47c7-8b76-093fe61ed281\" class=\"cp_reset_style \">\n<div class=\"flexslider \">\n<div id=\"controls_navcp_widget_7af4ba32-cc4d-47c7-8b76-093fe61ed281\" class=\"controls_bottom navigation_rounds controls_slide \">\n<p><img decoding=\"async\" draggable=\"false\" src=\"https:\/\/mediacdn.cincopa.com\/v2\/994464\/2457!S5aEAMOArDQyxA\/0\/LOS_TRES.jpg\" alt=\"\" \/><\/p>\n<\/div>\n<div class=\"flex-viewport\">\n<div class=\"flex_container\"><img decoding=\"async\" draggable=\"false\" src=\"https:\/\/mediacdn.cincopa.com\/v2\/994464\/2459!S5aEAMOArDQXxA\/0\/ALFA.jpg\" alt=\"\" \/><\/div>\n<div class=\"flex_container\"><img decoding=\"async\" draggable=\"false\" src=\"https:\/\/mediacdn.cincopa.com\/v2\/994464\/2456!S5aEAMOArDwAZA\/0\/META.jpg\" alt=\"\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<\/div>\n<p>Tras el lanzamiento de la plataforma, el plan de activaci\u00f3n de la campa\u00f1a se apoya en acuerdos con las principales\u00a0<strong>ligas de eSports<\/strong>\u00a0a nivel nacional: La liga de Videojuegos Profesional (LVP), ESL y GGTech Entertainment.<\/p>\n<p>Mapfre busca consolidarse como la\u00a0<strong>\u2018Aseguradora de los eSports\u2019<\/strong>\u00a0en un sector con muy poca penetraci\u00f3n de<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/esports-alternativa-escaparate-publicidad-marcas-coronavirus\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0empresas no end\u00e9micas<\/a>\u00a0y con una presencia pr\u00e1cticamente nula de este tipo de compa\u00f1\u00edas en Espa\u00f1a.<\/p>\n<div class=\"row col-sm-12 bloque-intext\">\n<h2 class=\"linea-2\"><\/h2>\n<\/div>\n<p>Desde la aseguradora afirman que es\u00a0<em>\u201cuna oportunidad para poder formar parte de este ecosistema y aportar valor real desde su negocio\u201d<\/em>. En todo momento ten\u00edan claro que cualquier acci\u00f3n que planteasen ten\u00eda que seguir los valores de construir\u00a0desde\u00a0<strong>el respeto, la creatividad y el entusiasmo<\/strong>.<\/p>\n<p>La campa\u00f1a sale al mercado en un momento en el que los datos alrededor de los eSports y el Gaming se han multiplicado, con r\u00e9cords de horas vistas en\u00a0<strong><a href=\"https:\/\/www.reasonwhy.es\/actualidad\/ajedrez-aumenta-popularidad-retransmisiones-twitch\" target=\"_blank\" rel=\"noopener noreferrer\">Twitch<\/a><\/strong>\u00a0o de incrementos del 89% en la conversaci\u00f3n sobre Gaming en Twitter. De hecho, seg\u00fan el estudio \u2018We Know Gamers\u2019 elaborado por Momentum en colaboraci\u00f3n con Twitch, existe una percepci\u00f3n real entre los gamers de que los videojuegos\u00a0<strong>superar\u00e1n el ver y practicar deportes tradicionales<\/strong>\u00a0en un futuro muy cercano.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La aseguradora busca acercarse al target Millennial y ganar presencia en el entorno digital La campa\u00f1a ha sido elaborada por Momentum, agencia del grupo McCann especializada en eSports Redacci\u00f3n 23\/06\/2020 \u00b7 11:10 Mapfre\u00a0ha lanzado \u2018Guardianas del Gaming\u2019, su nueva identidad y reposicionamiento de marca para los\u00a0eSports\u00a0y el Gaming. El objetivo de la aseguradora es acercarse [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":5249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[127,128],"class_list":["post-5248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mapfre presenta su nueva identidad en el mundo de los eSports | Marketing Zone Icesi<\/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.icesi.edu.co\/marketingzone\/5248-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mapfre presenta su nueva identidad en el mundo de los eSports | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La aseguradora busca acercarse al target Millennial y ganar presencia en el entorno digital La campa\u00f1a ha sido elaborada por Momentum, agencia del grupo McCann especializada en eSports Redacci\u00f3n 23\/06\/2020 \u00b7 11:10 Mapfre\u00a0ha lanzado \u2018Guardianas del Gaming\u2019, su nueva identidad y reposicionamiento de marca para los\u00a0eSports\u00a0y el Gaming. 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