Máquina expendedora regala la revista Billboard

by Gustavo Jaen on mayo 24, 2013 Este artículo tiene 106.950 vistas

in Mercadotecnia interactiva

billboard-mercadotecnia-interactiva

Brasil.- Con la llegada de Internet, las aplicaciones y las redes inalámbricas los medios impresos, en especial los musicales, se enfrentan a un reto sin precedentes, ¿para qué leer sobre música en papel, cuando puedes leer en la computadora mientras la escuchas?

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Una de las publicaciones que se enfrenta a esta dificultad es la revista Billboard, uno de las marcas más importantes y reconocidas sobre música internacional que semanalmente emite rankings sobre las mejores canciones y álbumes.

El medio ha emprendido una campaña en puestos de periódicos para enganchar nuevamente a los amantes de la música y que regresen a comprar la publicación. La estrategia gira alrededor de un dispositivo bautizado como la Fan Check Machine. Una máquina expendedora que regala las revistas Billboard de acuerdo al tipo de música que los usuarios tiene guardada en sus celulares.

El usuario debe conectar su smartphone a la máquina y ésta analizará su biblioteca musical, si encuentra más de 20 canciones de los artistas que aparecen en la portada de la revista, se llevan un ejemplar completamente gratis.

La campaña combina un medio tradicional (máquina expendedora) con una aplicación digital, que dicho sea de paso, no debe ser descargada por los usuarios. Se trata de un gran esfuerzo de la marca por recuperar a los lectores, quienes se pueden dar cuenta que Billboard habla de lo que escuchan, de sus géneros y artistas favoritos.

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