{"id":8892,"date":"2023-01-05T10:00:57","date_gmt":"2023-01-05T15:00:57","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=8892"},"modified":"2023-01-04T11:25:58","modified_gmt":"2023-01-04T16:25:58","slug":"las-estrategias-de-marketing-detras-del-exito-de-miercoles-en-netflix","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/las-estrategias-de-marketing-detras-del-exito-de-miercoles-en-netflix\/","title":{"rendered":"Las estrategias de marketing detr\u00e1s del \u00e9xito de \u00abMi\u00e9rcoles\u00bb en Netflix"},"content":{"rendered":"<h2>Mi\u00e9rcoles, la nueva serie de Netflix, ha conquistado a los espectadores, no solo en la plataforma de streaming, sino tambi\u00e9n en redes sociales.<\/h2>\n<p>Desde su estreno el pasado 23 de noviembre,\u00a0<em>Mi\u00e9rcoles\u00a0<\/em>se ha convertido en todo un \u00e9xito para Netflix.\u00a0Esta moderna adaptaci\u00f3n de\u00a0La Familia Addams\u00a0ha acumulado visualizaciones masivas y se ha convertido en todo un hit para la Netflix, compitiendo de forma directa con el \u00abni\u00f1o dorado\u00bb de la plataforma de streaming,\u00a0<em>Stranger Things<\/em>.<\/p>\n<p>Actualmente, la serie se posiciona como\u00a0el segundo programa de habla inglesa m\u00e1s visto en Netflix.\u00a0De acuerdo a la empresa, el r\u00e1pido \u00e9xito de la serie se debe en gran medida a las estrategias llevadas a cabo por el equipo de Marketing de Netflix. \u00abEn algunos casos, y en otras series, podr\u00edamos decir \u2018oh no nos lo esper\u00e1bamos, pero\u00a0sab\u00edamos que (<em>Mi\u00e9rcoles<\/em>) iba a ser especial desde el principio\u00bb, se\u00f1al\u00f3\u00a0Marian Lee directora de Marketing de Netflix\u00a0a\u00a0<em><a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/inside-netflixs-viral-wednesday-marketing-strategy\/2461146\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AdAge<\/a><\/em>.<\/p>\n<p>Pero\u00a0\u00bfCu\u00e1l es la estrategia de marketing detr\u00e1s del \u00e9xito de la serie?<\/p>\n<h2>La nostalgia se convierte en una herramienta primordial para promocionar\u00a0<em>Mi\u00e9rcoles<\/em><\/h2>\n<p>Tras una primera aparici\u00f3n de la Familia Addams en televisi\u00f3n en 1964, estos personajes se convirtieron en queridas figuras de la cultura popular, por ello Lee sab\u00eda que\u00a0la nostalgia jugar\u00eda un papel fundamental en la estrategia de marketing de Netflix, que se apoyar\u00eda principalmente en la capacidad viral de las redes sociales, las interacciones inmersivas con fans y otras acciones publicitarias.<\/p>\n<h3>Generar\u00a0<em>engagemet\u00a0<\/em>con los fans desde lo macabro<\/h3>\n<p>La directora de Marketing de la plataforma de streaming se\u00f1al\u00f3 que su equipo parece un enjambre de abejas,\u00a0\u00abse pueden mover all\u00ed donde vaya la conversaci\u00f3n y empiezan a amplificarse desde all\u00ed\u00bb.\u00a0Expresa adem\u00e1s que el 80% del marketing detr\u00e1s de una serie est\u00e1 planificado, pero siempre dejan espacio para reaccionar a lo que hacen los propios fans.<\/p>\n<p>Como se\u00f1al\u00f3 Lee, una de las claves era\u00a0hablar en redes sociales desde la voz de la propia Mi\u00e9rcoles Addams, con una cuenta de Twitter que supera los 240.000 seguidores permite que el personaje comente eventos del d\u00eda a d\u00eda como el Black Friday, o la celebraci\u00f3n de los Premios Emmy, cuando se compartieron videos de\u00a0Jenna Ortega interpretando al personaje. En estos contenidos la actriz expresa macabros mensajes al cl\u00e1sico estilo de Mi\u00e9rcoles.<\/p>\n<h2>Una serie que genera tendencias<\/h2>\n<p>Al igual que sucedi\u00f3 con el auge del cl\u00e1sico de\u00a0Kate Bush, \u00abRunning Up That Hill (A Deal With God)\u00bb\u00a0tras aparecer en un episodio de\u00a0<em>Stranger Things<\/em>,\u00a0\u00abBloody Mary\u00bb de Lady Gaga\u00a0se ha convertido en la canci\u00f3n del momento, entrando en el Top 200 Global de Billboard por primera vez desde su lanzamiento, pero la canci\u00f3n de Gaga ni siquiera aparece en el soundtrack de la serie.<\/p>\n<p>\u00abNo pod\u00edamos predecir eso\u00bb, se\u00f1ala Lee, \u00abSab\u00edamos que el baile ser\u00eda importante, pero\u00a0esas primeras se\u00f1ales permitieron al equipo de marketing aprovechar el\u00a0<em>momentum\u00a0<\/em>y trasladar la acci\u00f3n a TikTok,\u00a0porque es all\u00ed donde est\u00e1 la fanaticada de la serie.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/anunciantes-general\/medios\/como-miercoles-serie-netflix-convirtio-exito<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mi\u00e9rcoles, la nueva serie de Netflix, ha conquistado a los espectadores, no solo en la plataforma de streaming, sino tambi\u00e9n en redes sociales. Desde su estreno el pasado 23 de noviembre,\u00a0Mi\u00e9rcoles\u00a0se ha convertido en todo un \u00e9xito para Netflix.\u00a0Esta moderna adaptaci\u00f3n de\u00a0La Familia Addams\u00a0ha acumulado visualizaciones masivas y se ha convertido en todo un hit [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8807,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-8892","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>Las estrategias de marketing detr\u00e1s del \u00e9xito de &quot;Mi\u00e9rcoles&quot; en Netflix | 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\/las-estrategias-de-marketing-detras-del-exito-de-miercoles-en-netflix\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las estrategias de marketing detr\u00e1s del \u00e9xito de &quot;Mi\u00e9rcoles&quot; en Netflix | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Mi\u00e9rcoles, la nueva serie de Netflix, ha conquistado a los espectadores, no solo en la plataforma de streaming, sino tambi\u00e9n en redes sociales. 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