{"id":7667,"date":"2022-03-30T09:23:33","date_gmt":"2022-03-30T14:23:33","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=7667"},"modified":"2022-03-30T09:23:33","modified_gmt":"2022-03-30T14:23:33","slug":"waze-y-burger-king-se-asocian-para-aumentar-la-visibilidad-del-auto-king","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/waze-y-burger-king-se-asocian-para-aumentar-la-visibilidad-del-auto-king\/","title":{"rendered":"Waze y Burger King se asocian para aumentar la visibilidad del Auto King"},"content":{"rendered":"<h2>Burger King se conecta con los conductores usuarios de Waze para aumentar su cuota de mercado de navegaci\u00f3n frente a sus principales competidores. La cadena de comida r\u00e1pida reduce costes y se convierte en la primera en el mercado de navegaci\u00f3n.<\/h2>\n<p><strong>Burger King<\/strong>\u00a0se asoci\u00f3 con\u00a0<strong>Wavemaker<\/strong>\u00a0y\u00a0<strong>Waze\u00a0<\/strong>para generar una mayor visibilidad de su Auto King en toda Espa\u00f1a. Los objetivos del gigante de la comida r\u00e1pida eran recopilar m\u00e1s informaci\u00f3n sobre cu\u00e1ntos conductores pod\u00eda atraer a sus restaurantes y saber c\u00f3mo aumentar su participaci\u00f3n en el mercado de navegaci\u00f3n en comparaci\u00f3n con sus competidores nacionales. El objetivo de Waze es\u00a0<strong>aumentar la visibilidad de Auto King<\/strong>\u00a0<strong>en el mapa de Waze<\/strong>\u00a0e incrementar su participaci\u00f3n. Se implementaron Pins de marca y anuncios de b\u00fasqueda y de impacto en parada con una orientaci\u00f3n espec\u00edfica, de modo que los usuarios puedan encontrar de forma m\u00e1s sencilla los establecimientos de recogida de comida sin salir del veh\u00edculo.<\/p>\n<h3><strong>Determinaci\u00f3n de una estrategia de ubicaci\u00f3n<\/strong><\/h3>\n<p>Para enfocarse de forma estrat\u00e9gica en su rendimiento de conversi\u00f3n, Burger King lanz\u00f3 formatos de reconocimiento de ubicaci\u00f3n como Pins y anuncios de b\u00fasqueda en Waze. La empresa eligi\u00f3 estos formatos para\u00a0<strong>atraer m\u00e1s clientes a sus puntos de venta<\/strong>, medir el impacto general de su estrategia de marketing y conocer el retorno de la inversi\u00f3n. Por otra parte,\u00a0<strong>Burger King quer\u00eda dirigirse a los conductores que iban al restaurante de la competencia con ofertas adhoc<\/strong>. De manera que Burger King se diferencie respecto al resto de cadenas de comida r\u00e1pida con servicio de recogida de comida en veh\u00edculo.<\/p>\n<div id=\"vidoomy\">\n<div>\n<div id=\"1648649744446765451605\">\n<div id=\"lkqdad1051379\" data-ad-processed=\"\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Cada clase de formato conecta con un tipo de cliente diferente. Los Pins, por ejemplo,\u00a0<strong>resaltan las ubicaciones<\/strong>\u00a0cuando el conductor est\u00e1 cerca. Los anuncios de b\u00fasqueda captan la atenci\u00f3n de los usuarios que buscan un Burger King cercano o utilizan t\u00e9rminos gen\u00e9ricos de b\u00fasqueda de comida r\u00e1pida. Por otro lado, los anuncios de impacto en parada llegan a los conductores que se detienen durante 4 segundos y fueron a un restaurante de la competencia en los \u00faltimos 7 d\u00edas. Gracias a la ubicaci\u00f3n, la cadena de comida r\u00e1pida consigue averiguar qu\u00e9 usuarios conforman su p\u00fablico objetivo y de este modo, atacarles en el momento oportuno.<\/p>\n<h3><strong>\u00bfC\u00f3mo dirigir a los conductores cercanos a los restaurantes?<\/strong><\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2022\/03\/waze-1.png\" \/><\/p>\n<p>La campa\u00f1a incluy\u00f3 los 400 restaurantes Auto King de todo el pa\u00eds. El equipo destacaba estos lugares con Pins\u00a0<strong>en la aplicaci\u00f3n<\/strong>\u00a0de Waze durante las\u00a0<strong>horas punta<\/strong>\u00a0e informaba a los conductores un local de comida r\u00e1pida cercano estaba listo para atenderlos. Los anuncios de b\u00fasqueda se publicaban las 24 horas del d\u00eda los 7 d\u00edas de la semana, lo cual ayud\u00f3 a Burger King a reducir el coste de navegaci\u00f3n semana tras semana, al ganar rentabilidad y aumentar su participaci\u00f3n en el mercado de navegaci\u00f3n. As\u00ed mismo, los anuncios de impacto en parada permitieron que la cadena\u00a0<strong>adquiriese nuevos usuarios<\/strong>\u00a0que estuvieran cerca de los restaurantes mientras promocionaban las famosas y oportunas ofertas de la cadena.<\/p>\n<h3><strong>Alta visibilidad y coste competitivo por navegaci\u00f3n<\/strong><\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2022\/03\/Buzoneo-17.png\" \/><\/p>\n<p>A trav\u00e9s de este enfoque multiformato, Burger King lleg\u00f3 al 70 % de los usuarios de Waze. La cadena de comida r\u00e1pida aument\u00f3 significativamente su participaci\u00f3n en el mercado de navegaci\u00f3n en Waze a nivel nacional en m\u00e1s del 54 %, alcanzando la\u00a0<strong>primera posici\u00f3n en t\u00e9rminos de participaci\u00f3n<\/strong>. El \u00e9xito de la campa\u00f1a \u201cclaramente ha sido una cuesti\u00f3n de consistencia y anuncios contextuales que se presentan a los usuarios en el momento adecuado\u201d, dice\u00a0<strong>Irene Prados<\/strong>, directora de Cuenta Digital en Wavemaker. \u201cSiendo la cadena con m\u00e1s establecimientos con \u201cDrive Through\u201d del mercado QSR en Espa\u00f1a busc\u00e1bamos la mejor manera de explotarlo y con WAZE hemos encontrado el partner perfecto, que nos permite llegar al consumidor adecuado, de la mejor manera y en el mejor momento para impulsar este servicio\u201d concluye\u00a0<strong>Borja Moya<\/strong>, jefe de Medios Digitales de Burger King Espa\u00f1a.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/especiales\/reportajes-a-fondo\/waze-burger-king-asocian-aumentar-visbilidad-auto-king<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Burger King se conecta con los conductores usuarios de Waze para aumentar su cuota de mercado de navegaci\u00f3n frente a sus principales competidores. La cadena de comida r\u00e1pida reduce costes y se convierte en la primera en el mercado de navegaci\u00f3n. Burger King\u00a0se asoci\u00f3 con\u00a0Wavemaker\u00a0y\u00a0Waze\u00a0para generar una mayor visibilidad de su Auto King en toda [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":7669,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-7667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Waze y Burger King se asocian para aumentar la visibilidad del Auto King | 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\/waze-y-burger-king-se-asocian-para-aumentar-la-visibilidad-del-auto-king\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Waze y Burger King se asocian para aumentar la visibilidad del Auto King | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Burger King se conecta con los conductores usuarios de Waze para aumentar su cuota de mercado de navegaci\u00f3n frente a sus principales competidores. 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