{"id":3383,"date":"2016-07-20T18:03:34","date_gmt":"2016-07-20T16:03:34","guid":{"rendered":"http:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/?p=3383"},"modified":"2019-11-15T14:21:11","modified_gmt":"2019-11-15T13:21:11","slug":"pokemon-go-marketing-viral","status":"publish","type":"post","link":"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral","title":{"rendered":"Pok\u00e9mon Go marketing viral. Motivos de su \u00e9xito"},"content":{"rendered":"<p style=\"text-align: justify;\">Todav\u00eda no ha llegado a la mayor\u00eda de pa\u00edses y <strong>Pok\u00e9mon Go<\/strong> ya es un fen\u00f3meno de masas. En cuesti\u00f3n de d\u00edas, la app ha logrado alcanzar el primer puesto en las descargas de <strong>App Store<\/strong> y sus personajes ya est\u00e1n escondidos en calles, lugares y recintos de todo el mundo a la espera de ser encontrados y atrapados por sus usuarios.<\/p>\n<p style=\"text-align: justify;\">Detr\u00e1s de esta nueva app tenemos a <strong><a href=\"https:\/\/www.nianticlabs.com\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Niantic<\/a><\/strong>, una startup nacida en el seno de Google en 2010 y que ha logrado especializarse desarrollo de software. Fue en ese a\u00f1o cuando comenz\u00f3 a desarrollar Pok\u00e9mon Go ali\u00e1ndose con <strong>The Pok\u00e9mon Company y Nintendo<\/strong>.<\/p>\n<p style=\"text-align: justify;\">Parec\u00eda claro que revivir una de las modas que caus\u00f3 m\u00e1s furor en la d\u00e9cada de los noventa iba a ser \u00e9xito seguro pero hay que tener en cuenta que, aunque cualquier producto relacionado con<strong> Pok\u00e9mon<\/strong> siempre tiene buena acogida, detr\u00e1s hay un equipo de profesionales del marketing que han realizado un profundo estudio de mercado y han conseguido lanzar el producto de la mejor manera y en el mejor momento.<\/p>\n<p style=\"text-align: justify;\">De hecho, es as\u00ed hasta el punto que<strong> Nintendo<\/strong>, una compa\u00f1\u00eda que no lograba encontrar un hueco estable en el sector actual de los videojuegos, ha visto como sus acciones crecieron m\u00e1s de un 9% el d\u00eda del lanzamiento de<strong> Pok\u00e9mon Go<\/strong>.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\/#Pokemon_Go_Marketing_Viral\" title=\"Pokemon Go Marketing Viral\">Pokemon Go Marketing Viral<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\/#Marketing_emocional\" title=\"Marketing emocional\">Marketing emocional<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\/#Eleccion_del_momento_oportuno\" title=\"Elecci\u00f3n del momento oportuno\">Elecci\u00f3n del momento oportuno<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\/#Campana_publicitaria\" title=\"Campa\u00f1a publicitaria\">Campa\u00f1a publicitaria<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\/#Fomento_de_la_fidelidad\" title=\"Fomento de la fidelidad\">Fomento de la fidelidad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\/#Simplicidad\" title=\"Simplicidad\">Simplicidad<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Pokemon_Go_Marketing_Viral\"><\/span>Pokemon Go Marketing Viral<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Podemos destacar varios <strong>puntos clave<\/strong> que han determinado el \u00e9xito de esta app:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Marketing_emocional\"><\/span>Marketing emocional<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"text-align: justify;\">Los Pok\u00e9mon han estado presentes en la infancia de un gran abanico de usuarios de smartphones. Esta conexi\u00f3n emocional ha generado, como m\u00ednimo, la descarga por impulso de la aplicaci\u00f3n, por el simple hecho de trasladar al usuario a su infancia.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Eleccion_del_momento_oportuno\"><\/span>Elecci\u00f3n del momento oportuno<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Como ya hemos comentado anteriormente, esta aplicaci\u00f3n lleva desarroll\u00e1ndose desde 2010. Sin embargo, la fecha de lanzamiento de Pok\u00e9mon Go no es algo que se haya dejado al azar, ya que se cumplen 20 a\u00f1os del lanzamiento del primer juego Pok\u00e9mon, lo que implica que los que en su momento eran ni\u00f1os, actualmente son j\u00f3venes entre 20 y 30 a\u00f1os con un poder de compra rese\u00f1able. Adem\u00e1s, se ha lanzado al inicio de la \u00e9poca veraniega, justo cuando solemos salir m\u00e1s a la calle a disfrutar del entorno.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Campana_publicitaria\"><\/span>Campa\u00f1a publicitaria<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">No ha sido necesario un gran despliegue publicitario para alcanzar este \u00e9xito rotundo. Si nos fijamos, podemos confirmar que no hemos visto ni un solo anuncio publicitario de Pok\u00e9mon Go antes de su lanzamiento. La inversi\u00f3n en publicidad no era necesaria, ya que estaba claro que el \u00e9xito del juego depender\u00eda de la viralidad y difusi\u00f3n de las experiencias de los usuarios a trav\u00e9s de redes sociales. M\u00e1s que invertir, se trata de conectarse con el target objetivo.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Fomento_de_la_fidelidad\"><\/span>Fomento de la fidelidad<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Aunque la gran cantidad de descargas que ha tenido esta aplicaci\u00f3n es indiscutible, sus creadores se han encargado de fomentar la lealtad de los usuarios a trav\u00e9s de sistemas de recompensas que son cada vez m\u00e1s valiosas a medida que se dedica m\u00e1s tiempo al juego.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Simplicidad\"><\/span>Simplicidad<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify;\">Pok\u00e9mon Go tiene una baja curva de aprendizaje, es decir, los usuarios pueden utilizar sin problema la aplicaci\u00f3n sin necesidad apenas de instrucciones o tutoriales formales. De hecho, el jugador simplemente tiene que ir caminando con el Smartphone en la mano y esperar a que vibre para cazar al Pok\u00e9mon que est\u00e9 cerca. Simple pero divertido.<\/p>\n<p style=\"text-align: justify;\">No son pocas las empresas que han aprovechado el \u00e9xito de <strong>Pok\u00e9mon Go, marketing viral<\/strong>\u00a0para promocionarse y captar posibles clientes. <strong>McDonalds<\/strong>, por ejemplo, se encarga de difundir que muchos de sus establecimientos son pok\u00e9paradas para captar la atenci\u00f3n de los usuarios y aprovechar <em>\u201cla caza de Pok\u00e9mons\u201d<\/em> para incrementar sus ventas:<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3388\" src=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/07\/Sin-t\u00edtulo-2.png\" alt=\"Pok\u00e9mon GO\" width=\"445\" height=\"408\" \/><\/p>\n<p style=\"text-align: justify;\">El fen\u00f3meno<strong> Pok\u00e9mon Go <a href=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/movember-y-marketing-viral-exito-seguro\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing viral<\/a><\/strong>\u00a0acaba de empezar y sus posibilidades de uso para campa\u00f1as de marketing son innumerables,<strong> \u00bfqu\u00e9 ideas te surgen para\u00a0dar vida a\u00a0tu negocio?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pokemon G\u00f3 ha sido un gran \u00e9xito de masa. \u00bfA que se debe? \u00bfPura casualidad, o estrategias de marketing?<\/p>\n","protected":false},"author":70386,"featured_media":4954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"class_list":["post-3383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-y-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pok\u00e9mon go y marketing viral: Las razones de su \u00e9xito<\/title>\n<meta name=\"description\" content=\"Todav\u00eda no ha llegado a la mayor\u00eda de pa\u00edses y Pok\u00e9mon Go ya es un fen\u00f3meno de masas. \u00bfPok\u00e9mon Go marketing viral o \u00e9xito casual?\" \/>\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.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pok\u00e9mon go y marketing viral: Las razones de su \u00e9xito\" \/>\n<meta property=\"og:description\" content=\"Todav\u00eda no ha llegado a la mayor\u00eda de pa\u00edses y Pok\u00e9mon Go ya es un fen\u00f3meno de masas. \u00bfPok\u00e9mon Go marketing viral o \u00e9xito casual?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\" \/>\n<meta property=\"og:site_name\" content=\"Canal Gesti\u00f3n Empresarial\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/InesemBusinessSchool\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-07-20T16:03:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-15T13:21:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/files\/2016\/07\/pokemon-g\u00f3-marketing-viral.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1620\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ester Chicano Tejada\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@inesem\" \/>\n<meta name=\"twitter:site\" content=\"@inesem\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ester Chicano Tejada\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/pokemon-go-marketing-viral\"},\"author\":{\"name\":\"Ester Chicano Tejada\",\"@id\":\"https:\/\/www.inesem.es\/revistadigital\/gestion-empresarial\/#\/schema\/person\/7f0459fa0098923062bbacaed730772c\"},\"headline\":\"Pok\u00e9mon Go marketing viral. 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