{"id":9696,"date":"2024-10-22T12:09:59","date_gmt":"2024-10-22T12:09:59","guid":{"rendered":"https:\/\/360advertising.ro\/new\/?p=9696"},"modified":"2024-10-22T12:20:26","modified_gmt":"2024-10-22T12:20:26","slug":"5-campanii-de-marketing-horror-de-halloween-care-au-bantuit-brandurile-pentru-mult-timp","status":"publish","type":"post","link":"https:\/\/360advertising.ro\/new\/5-campanii-de-marketing-horror-de-halloween-care-au-bantuit-brandurile-pentru-mult-timp\/","title":{"rendered":"5 Campanii de marketing \u201eHorror\u201d de Halloween care au b\u00e2ntuit brandurile pentru mult timp"},"content":{"rendered":"\n

Halloween-ul este o ocazie excelent\u0103 pentru branduri s\u0103 devin\u0103 creative \u0219i s\u0103 capteze aten\u021bia consumatorilor cu campanii tematice. \u00cens\u0103, \u00een goana dup\u0103 aten\u021bie, unele branduri trec linia fin\u0103 dintre o campanie captivant\u0103 \u0219i una de-a dreptul\u2026 \u00eenfrico\u0219\u0103toare (\u0219i nu \u00een sensul bun). Atunci c\u00e2nd mesajul nu este transmis corect, campaniile pot deveni un adev\u0103rat co\u0219mar, nu doar pentru consumatori, ci \u0219i pentru branduri. Hai s\u0103 arunc\u0103m o privire la 5 dintre cele mai \u201ehorror\u201d campanii de Halloween care au e\u0219uat spectaculos \u0219i au l\u0103sat o amprent\u0103 negativ\u0103 asupra brandurilor.\n<\/p>\n\n\n

    \n
  1. Pepsi vs. Coca-Cola \u2013 Rivalitate dus\u0103 prea departe<\/a><\/li>\n
  2. Burger King \u2013 \u201eClown Free\u201d\u201d<\/a><\/li>\n
  3. Tesco \u2013 \u201eGhici ce-ai g\u0103sit \u00een pizza ta?\u201d
    <\/a><\/li>\n
  4. Sony PlayStation \u2013 \u201eWelcome to the Afterlife\u201d<\/a><\/li>\n
  5. Skittles \u2013 \u201eZombie\u201d<\/a><\/li>\n
  6. Ce putem \u00eenv\u0103\u021ba din aceste campanii \u201ehorror\u201d?<\/a><\/li>\n<\/ol>\n\n\n
    \n\n\n\n

    1. Pepsi vs. Coca-Cola \u2013 Rivalitate dus\u0103 prea departe<\/strong><\/h3>\n\n\n\n
    \"Blog<\/figure>\n\n\n\n

    Pepsi a \u00eencercat o lovitur\u0103 inteligent\u0103 de Halloween \u00eempotriva Coca-Cola, public\u00e2nd o reclam\u0103 cu o cutie de Pepsi \u201ecostumat\u0103\u201d \u00een pelerin\u0103 de Coca-Cola, cu sloganul \u201eWe wish you a scary Halloween!\u201d. De\u0219i inten\u021bia era de a face o glum\u0103 \u00een stilul rivalit\u0103\u021bii clasice dintre cele dou\u0103 branduri, mul\u021bi consumatori au perceput mesajul ca fiind confuz \u0219i chiar ca o reclam\u0103 accidental\u0103 pentru Coca-Cola. \u00cen loc s\u0103 sugereze c\u0103 Pepsi este mai bun dec\u00e2t Coca-Cola, unii au interpretat mesajul ca \u0219i cum Pepsi ar fi dorit s\u0103 fie Coca-Cola \u2013 un rezultat cu totul diferit fa\u021b\u0103 de ce s-a dorit.<\/p>\n\n\n\n

    2. Burger King \u2013 \u201eClown Free\u201d (2017)<\/strong><\/h3>\n\n\n\n

    \u00cen 2017, Burger King a lansat o campanie anti-clovni de Halloween, f\u0103c\u00e2nd aluzie direct\u0103 la Ronald McDonald, simbolul McDonald\u2019s. Reclama a prezentat o mul\u021bime de clovni \u00eenfrico\u0219\u0103tori, urm\u00e2nd s\u0103 transmit\u0103 mesajul c\u0103 Burger King este \u201eclown-free.\u201d De\u0219i ideea de a exploata frica fa\u021b\u0103 de clovni era amuzant\u0103 la suprafa\u021b\u0103, reclamele au fost interpretate ca fiind puerile \u0219i prea evidente. Consumatorii nu au fost impresiona\u021bi de acest atac direct \u0219i au considerat campania mai degrab\u0103 agresiv\u0103 dec\u00e2t ingenioas\u0103, ceea ce a afectat u\u0219or percep\u021bia publicului despre brand.<\/p>\n\n\n\n

    \"Blog<\/figure>\n\n\n\n

    3. Tesco \u2013 \u201eGhici ce-ai g\u0103sit \u00een pizza ta?\u201d<\/strong><\/h3>\n\n\n\n

    Una dintre gre\u0219elile fatale pe care un brand alimentar le poate face este s\u0103 glumeasc\u0103 pe seama m\u00e2nc\u0103rii \u00een moduri care s\u0103 \u00eengre\u021bo\u0219eze consumatorii. Tesco a lansat o postare de Halloween pe Twitter, \u00een care sugera c\u0103 ai putea g\u0103si degetele unui monstru \u00een pizza ta. De\u0219i campania a \u00eencercat s\u0103 fie amuzant\u0103, mul\u021bi consumatori au g\u0103sit ideea de a asocia degete t\u0103iate cu m\u00e2ncarea absolut resping\u0103toare. Rezultatul? O retragere rapid\u0103 a post\u0103rii \u0219i o serie de scuze publice.<\/p>\n\n\n\n

    4. Sony PlayStation \u2013 \u201eWelcome to the Afterlife\u201d (2013)<\/strong><\/h3>\n\n\n\n

    Sony a vrut s\u0103 marcheze Halloween-ul din 2013 cu o campanie intitulat\u0103 \u201eWelcome to the Afterlife,\u201d pentru a promova jocurile sale video. Reclamele au prezentat imagini \u00een care personajele p\u0103reau s\u0103 sufere de pe urma unor accidente mortale, ceea ce nu a fost bine primit. Consumatorii au considerat campania de prost gust \u0219i insensibil\u0103 fa\u021b\u0103 de suferin\u021bele reale. \u00centr-un moment \u00een care sensibilitatea social\u0103 este ridicat\u0103, brandurile trebuie s\u0103 fie extrem de atente cum trateaz\u0103 temele legate de moarte sau violen\u021b\u0103, mai ales \u00eentr-un context comercial.<\/p>\n\n\n\n

    \"Blog<\/figure>\n\n\n\n

    5. Skittles \u2013 \u201eZombie\u201d (2020)<\/strong><\/h3>\n\n\n\n
    \"Blog<\/figure>\n\n\n\n

    Skittles este cunoscut pentru reclamele sale excentrice \u0219i ciudate, dar campania din 2020 a \u00eentins prea mult coarda. Marca a lansat o edi\u021bie limitat\u0103 de Halloween numit\u0103 \u201eZombie Skittles,\u201d unde unele bomboane aveau gust de \u201ecarne putrezit\u0103.\u201d De\u0219i conceptul p\u0103rea interesant \u0219i potrivit pentru Halloween, experien\u021ba consumatorilor nu a fost una pl\u0103cut\u0103. Mul\u021bi au raportat c\u0103 gustul era at\u00e2t de resping\u0103tor \u00eenc\u00e2t campania a ajuns s\u0103 fie mai mult o glum\u0103 nepl\u0103cut\u0103 dec\u00e2t o experien\u021b\u0103 amuzant\u0103. \u00cen loc s\u0103 fie \u201e\u00eenfrico\u0219\u0103tor de distractiv,\u201d Skittles a provocat o adev\u0103rat\u0103 dezam\u0103gire.<\/p>\n\n\n\n

    \n\n\n\n

    Ce putem \u00eenv\u0103\u021ba din aceste campanii \u201ehorror\u201d?<\/strong><\/h3>\n\n\n\n

    Halloween-ul ofer\u0103 o oportunitate unic\u0103 pentru branduri de a deveni creative \u0219i de a se juca cu fricile, \u00eens\u0103 echilibrul este esen\u021bial. O campanie bine g\u00e2ndit\u0103 trebuie s\u0103 fie captivant\u0103, amuzant\u0103 \u0219i \u00een acord cu sensibilit\u0103\u021bile publicului. Pe de alt\u0103 parte, o campanie care trece linia poate sf\u00e2r\u0219i prin a \u00eenfrico\u0219a \u2013 \u0219i nu \u00een sensul bun.<\/p>\n\n\n\n

    A\u0219adar, \u00eenainte de a lansa o campanie de Halloween, \u00eentreba\u021bi-v\u0103: Mesajul este clar? Este \u00een linie cu valorile brandului? Ar putea s\u0103 fie interpretat gre\u0219it?<\/strong> Aceste \u00eentreb\u0103ri simple ar putea salva brandul de un adev\u0103rat co\u0219mar de PR.

    <\/span><\/p><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Halloween-ul este o ocazie excelent\u0103 pentru branduri s\u0103 devin\u0103 creative \u0219i s\u0103 capteze aten\u021bia consumatorilor cu campanii tematice. \u00cens\u0103, \u00een goana dup\u0103 aten\u021bie, unele branduri trec linia fin\u0103 dintre o campanie captivant\u0103 \u0219i una de-a dreptul\u2026 \u00eenfrico\u0219\u0103toare (\u0219i nu \u00een sensul bun). Atunci c\u00e2nd mesajul nu este transmis corect, campaniile pot deveni un adev\u0103rat co\u0219mar, […]<\/p>\n","protected":false},"author":1,"featured_media":9705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24,25,20],"tags":[],"class_list":["post-9696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing","category-sfaturi-branding","category-social-media"],"_links":{"self":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts\/9696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/comments?post=9696"}],"version-history":[{"count":0,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/posts\/9696\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/media\/9705"}],"wp:attachment":[{"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/media?parent=9696"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/categories?post=9696"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/360advertising.ro\/new\/wp-json\/wp\/v2\/tags?post=9696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}