{"id":59777,"date":"2023-05-02T16:14:04","date_gmt":"2023-05-02T14:14:04","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=59777"},"modified":"2023-10-16T17:39:58","modified_gmt":"2023-10-16T15:39:58","slug":"marqueting-esportiu-que-es-i-campanyes-virals","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/","title":{"rendered":"M\u00e0rqueting esportiu: qu\u00e8 \u00e9s i campanyes m\u00e9s virals"},"content":{"rendered":"<p><span data-contrast=\"none\">Segurament, aquests dies no pares de llegir publicacions sobre <\/span><b><span data-contrast=\"none\">Joan Laporta<\/span><\/b><span data-contrast=\"none\">, la seva candidatura a la presid\u00e8ncia del FC Barcelona i l&#8217;Estadi Santiago Bernab\u00e9u com a escenari. Aix\u00f2 \u00e9s el que passa quan la teva estrat\u00e8gia de m\u00e0rqueting es viralitza i aconsegueix estar en boca de tots, encara que la majoria no s\u00e0piga ni de qu\u00e8 tracta.\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/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: #222222;color:#222222\" 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: #222222;color:#222222\" 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.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/#Que_es_el_marqueting_esportiu\" >Qu\u00e8 \u00e9s el m\u00e0rqueting esportiu?\u00a0<\/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.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/#Marqueting_viral_la_teva_marca_en_boca_de_tots\" >M\u00e0rqueting viral, la teva marca en boca de tots\u00a0<\/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.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/#Street_marketing_quan_el_carrer_es_una_extensio_mes_de_la_teva_campanya\" >Street marketing, quan el carrer \u00e9s una extensi\u00f3 m\u00e9s de la teva campanya<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/#Esponsoritzacio_la_magia_dels_patrocinis\" >Esponsoritzaci\u00f3, la m\u00e0gia dels patrocinis\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/#mARQUETING_DINFLUENCERS\" >m\u00c0RQUETING D&#8217;INFLUENCERS<\/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.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/#mARQUETING_DESDEVENIMENTS\" >m\u00c0RQUETING D&#8217;ESDEVENIMENTS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.euncet.com\/blog\/ca\/marqueting-esportiu-que-es-i-campanyes-virals\/#mARQUETING_VERD\" >m\u00c0RQUETING VERD<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p><span data-contrast=\"none\">Ha acabat l&#8217;any i aquest 2020 no ha deixat de sorprendre&#8217;ns.\u202f<\/span><b><span data-contrast=\"none\">Descobreix com la ind\u00fastria esportiva s&#8217;ha hagut de reinventar i quines estrat\u00e8gies de m\u00e0rqueting esportiu utilitzen les marques, entitats i els mateixos esportistes<\/span><\/b><span data-contrast=\"none\">. Coneix les m\u00e9s virals!<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_el_marqueting_esportiu\"><\/span><span class=\"TextRun SCXW221210349 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW221210349 BCX0\">Qu\u00e8 \u00e9s el m\u00e0rqueting esportiu?<\/span><\/span><span class=\"EOP SCXW221210349 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559738&quot;:300,&quot;335559739&quot;:0,&quot;335559740&quot;:690}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-contrast=\"none\">El m\u00e0rqueting esportiu t\u00e9 el seu origen el <\/span><b><span data-contrast=\"none\">1920, als EUA.<\/span><\/b> <span data-contrast=\"none\">L&#8217;aparici\u00f3 de la r\u00e0dio va ser un dels primers factors va contribuir a la uni\u00f3 de la publicitat i l&#8217;esport.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Mitjan\u00e7ant aquest mitj\u00e0 els publicistes de l&#8217;\u00e8poca, juntament amb els administradors esportius van aconseguir integrar l&#8217;esport en les transmissions radiof\u00f2niques.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Tot i aix\u00ed, es podria dir que <\/span><b><span data-contrast=\"none\">Hillerich &amp; Bradsby<\/span><\/b><span data-contrast=\"none\"> (actual <\/span><a href=\"https:\/\/www.sluggermuseum.com\/?utm_source=blog&amp;utm_campaign=rc_blogpost\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Slugger Museum &amp; Factory<\/span><\/b><\/a><span data-contrast=\"none\">) va ser l&#8217;empresa pionera a llan\u00e7ar una estrat\u00e8gia de m\u00e0rqueting en el m\u00f3n esportiu.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">La companyia estatunidenca va apostar per realitzar una campanya publicit\u00e0ria a la lliga de beisbol. Aquesta acci\u00f3 la va col\u00b7locar com a l\u00edder en la producci\u00f3 de tacs de beisbol i va donar pas al fet que altres empreses com <\/span><a href=\"https:\/\/www.wheaties.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Wheaties<\/span><\/b><\/a><span data-contrast=\"none\">, una marca de cereals que <\/span><b><span data-contrast=\"none\">es va associar amb la lliga de beisbol de Minneapolis<\/span><\/b><span data-contrast=\"none\"> amb l&#8217;esl\u00f2gan <\/span><b><span data-contrast=\"none\">&#8216;Wheaties: the breakfast of Champions &#8216;<\/span><\/b><span data-contrast=\"none\">(&#8220;l&#8217;esmorzar dels campions&#8221;). El <\/span><b><span data-contrast=\"none\">1923<\/span><\/b><span data-contrast=\"none\">, <\/span><b><span data-contrast=\"none\">Wilson Sporting Goods<\/span><\/b><span data-contrast=\"none\"> va patrocinar el golfista <\/span><a href=\"https:\/\/es.wikipedia.org\/wiki\/Gene_Sarazen\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Gene Sarazen<\/span><\/b><\/a><span data-contrast=\"none\"> i li va pagar mensualment 6.000 d\u00f2lars, m\u00e9s despeses en viatges.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Moltes altres marques i sectors esportius es van unir a aquesta nova tend\u00e8ncia despr\u00e9s de veure que aquest tipus d&#8217;aliances podia ser una gran oportunitat de negoci. I \u00e9s que, el <\/span><b><span data-contrast=\"none\">1928<\/span><\/b><span data-contrast=\"none\">, <\/span><a href=\"https:\/\/www.cocacola.es\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Coca Cola <\/span><\/a><span data-contrast=\"none\">va apostar per associar la seva marca amb els <\/span><a href=\"https:\/\/es.wikipedia.org\/wiki\/Juegos_Ol%C3%ADmpicos_de_%C3%81msterdam_1928\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Jocs Ol\u00edmpics d&#8217;Amsterdam<\/span><\/b><\/a><span data-contrast=\"none\">. Aquesta alian\u00e7a ha suposat un dels contractes de patrocini m\u00e9s duradors de la hist\u00f2ria.\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Anys despr\u00e9s, <\/span><b><span data-contrast=\"none\">l&#8217;aparici\u00f3 de la televisi\u00f3<\/span><\/b><span data-contrast=\"none\"> va acabar de posicionar el sector esportiu com a aparador per a les grans marques.I, <\/span><a href=\"https:\/\/es.wikipedia.org\/wiki\/Phil_Knight\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Phil Knight<\/span><\/b><\/a><span data-contrast=\"none\">, cofundador de la marca <\/span><a href=\"https:\/\/www.nike.com\/es\/ca\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Nike <\/span><\/b><\/a><span data-contrast=\"none\">i considerat com <\/span><b><span data-contrast=\"none\">a &#8216;pare&#8217; del m\u00e0rqueting esportiu actual<\/span><\/b><span data-contrast=\"none\">, va popularitzar aquesta nova tend\u00e8ncia publicit\u00e0ria generant un gran impacte entre la societat.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Entre els seus assoliments, destaca el <\/span><b><span data-contrast=\"none\">contracte milionari<\/span><\/b><span data-contrast=\"none\"> de <\/span><a href=\"https:\/\/ca.wikipedia.org\/wiki\/Michael_Jordan\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Michael Jordan<\/span><\/b><\/a><span data-contrast=\"none\"> als anys 80 amb Nike, associaci\u00f3 que no ha deixat d&#8217;existir mai. La figura de Jordan, a m\u00e9s de convertir-se en llegenda del b\u00e0squet, tamb\u00e9 \u00e9s el <\/span><b><span data-contrast=\"none\">m\u00e0xim exponent de com els esportistes poden convertir-se en figures medi\u00e0tiques i publicit\u00e0ries<\/span><\/b><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-47470 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/Marketing-viral-tu-marca-en-boca-de-todos-.jpg\" alt=\"Marketing viral, tu marca en boca de todos\u00a0\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Marketing-viral-tu-marca-en-boca-de-todos-.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Marketing-viral-tu-marca-en-boca-de-todos--300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Marketing-viral-tu-marca-en-boca-de-todos--80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Marqueting_viral_la_teva_marca_en_boca_de_tots\"><\/span><b><span class=\"TextRun SCXW105455759 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW105455759 BCX0\">M\u00e0rqueting viral, la teva marca en boca de tots<\/span><\/span>\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"none\">Parlar de <\/span><b><span data-contrast=\"none\">m\u00e0rqueting viral<\/span><\/b><span data-contrast=\"none\"> \u00e9s referir-se a aquell que \u00e9s capa\u00e7 de <\/span><b><span data-contrast=\"none\">generar inter\u00e8s amb un missatge creatiu<\/span><\/b><span data-contrast=\"none\"> i que els <\/span><b><span data-contrast=\"none\">usuaris comparteixen de forma org\u00e0nica<\/span><\/b><span data-contrast=\"none\"> perqu\u00e8 se senten identificats amb ell o els hi sembla enginy\u00f3s.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Perqu\u00e8 una estrat\u00e8gia es faci viral s\u00f3n <\/span><b><span data-contrast=\"none\">necess\u00e0ries les xarxes socials<\/span><\/b><span data-contrast=\"none\">. Aquestes plataformes permeten compartir i <\/span><b><span data-contrast=\"none\">difondre les campanyes, visibilitzant aix\u00ed la marca<\/span><\/b><span data-contrast=\"none\"> que est\u00e0 darrere de l&#8217;estrat\u00e8gia.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Apostar per una acci\u00f3 viral no \u00e9s una tasca f\u00e0cil, ja que el seu impacte \u00e9s impredictible. Entre els seus beneficis destaca el <\/span><b><span data-contrast=\"none\">baix cost<\/span><\/b><span data-contrast=\"none\"> que suposa. El m\u00e9s dif\u00edcil \u00e9s trobar la forma de <\/span><b><span data-contrast=\"none\">transmetre el missatge de forma impactant, transgressora i interessant<\/span><\/b><span data-contrast=\"none\">. La difusi\u00f3, que \u00e9s un dels factors que m\u00e9s recursos pressupostaris es porta, va a c\u00e0rrec dels usuaris.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Un altre dels avantatges de fer m\u00e0rqueting viral \u00e9s el <\/span><b><span data-contrast=\"none\">gran abast que pot reportar<\/span><\/b><span data-contrast=\"none\"> i la seva r\u00e0pida difusi\u00f3. <\/span><b><span data-contrast=\"none\">Com que no \u00e9s una estrat\u00e8gia tan invasiva<\/span><\/b><span data-contrast=\"none\"> sol tenir una gran acollida i repercussi\u00f3, refor\u00e7ant aix\u00ed la imatge de marca. \u00c9s una bona estrat\u00e8gia per <\/span><b><span data-contrast=\"none\">augmentar el ROI<\/span><\/b><span data-contrast=\"none\"> (Retorn de la Inversi\u00f3) i <\/span><b><span data-contrast=\"none\">guanyar notorietat<\/span><\/b><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Exemple d&#8217;aix\u00f2 \u00e9s la recent <\/span><a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwjY2-bAyNftAhUK3VEKHTOoAuIYABAAGgJ3cw&amp;ae=2&amp;sig=AOD64_2fTEWTPk4vbFSnDCqtfcumzLZoPg&amp;q&amp;adurl&amp;ved=2ahUKEwiK49_AyNftAhUV8uAKHVzjDSoQ0Qx6BAgwEAE\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">campanya per a la candidatura a la presid\u00e8ncia del FC. Barcelona de Joan Laporta<\/span><\/b><\/a><span data-contrast=\"none\">. Amb una simple lona, aix\u00f2 s\u00ed, en un lloc molt estrat\u00e8gic, ha aconseguit <\/span><b><span data-contrast=\"none\">impactar<\/span><\/b><span data-contrast=\"none\"> i <\/span><b><span data-contrast=\"none\">posicionar<\/span><\/b><span data-contrast=\"none\"> la seva candidatura en els mitjans de comunicaci\u00f3 i en la pr\u00f2pia societat. A m\u00e9s dels transe\u00fcnts que van compartir l&#8217;acci\u00f3 en xarxes en veure-la, Joan Laporta va publicar un tuit en el seu compte personal molt provocador. La seva acci\u00f3 <\/span><b><span data-contrast=\"none\">va aconseguir incendiar les xarxes i convertir-lo en tend\u00e8ncia<\/span><\/b><span data-contrast=\"none\"> (trending topic).<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-47416 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/Tuit-Joan-Laporta.jpg\" alt=\"Tuit Joan Laporta - marketing deportivo\" width=\"607\" height=\"494\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Tuit-Joan-Laporta.jpg 607w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Tuit-Joan-Laporta-300x244.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Tuit-Joan-Laporta-80x65.jpg 80w\" sizes=\"(max-width: 607px) 100vw, 607px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Street_marketing_quan_el_carrer_es_una_extensio_mes_de_la_teva_campanya\"><\/span><b><span class=\"TextRun SCXW60821 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60821 BCX0\">Street marketing, quan el carrer \u00e9s una extensi\u00f3 m\u00e9s de la teva campanya<\/span><\/span><\/b><b><\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><b><span data-contrast=\"none\">L&#8217;street m\u00e0rqueting o m\u00e0rqueting de guerrilla<\/span><\/b><span data-contrast=\"none\"> \u00e9s una de les estrat\u00e8gies que <\/span><b><span data-contrast=\"none\">m\u00e9s impacte pot generar<\/span><\/b><span data-contrast=\"none\"> entre els consumidors. A tots ens agrada que ens sorprenguin, i les marques ho saben.\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Moltes marques han &#8216;customitzat&#8217; les marquesines del transport p\u00fablic conjuminant esport i producte. Exemple d&#8217;aix\u00f2 ho trobem al Brasil. Durant el <\/span><b><span data-contrast=\"none\">Mundial de Futbol<\/span><\/b><span data-contrast=\"none\">, <\/span><a href=\"https:\/\/www.guaranaantarctica.com\/es\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Guaran\u00e1<\/span><\/b><\/a><span data-contrast=\"none\">, marca de beguda estimulant, va transformar en una porteria una marquesina de Sao Paolo.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><img decoding=\"async\" class=\" wp-image-47419 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/Street-marketing-guarana.jpg\" alt=\"Street marketing - guaran\u00e1\" width=\"521\" height=\"387\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-guarana.jpg 649w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-guarana-300x223.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-guarana-80x59.jpg 80w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-guarana-560x416.jpg 560w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-guarana-350x260.jpg 350w\" sizes=\"(max-width: 521px) 100vw, 521px\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><span class=\"TextRun SCXW22885217 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW22885217 BCX0\">Un altre exemple de transformaci\u00f3 d&#8217;una marquesina \u00e9s el de la campanya de <\/span><\/span><a class=\"Hyperlink SCXW22885217 BCX0\" href=\"https:\/\/www.sony.es\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW22885217 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW22885217 BCX0\"><strong>Sony<\/strong> <\/span><\/span><\/a><span class=\"TextRun SCXW22885217 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW22885217 BCX0\">per anunciar el llan\u00e7ament del <\/span><\/span><strong><span class=\"TextRun SCXW22885217 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW22885217 BCX0\">televisor 3D Sony Bravia<\/span><\/span><span class=\"TextRun SCXW22885217 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW22885217 BCX0\">.<\/span><\/span><span class=\"EOP SCXW22885217 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/strong><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-47422 \" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/Street-marketing-sony.jpg\" alt=\"Marketing deportivo- Street marketing sony\" width=\"476\" height=\"319\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-sony.jpg 638w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-sony-300x201.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Street-marketing-sony-80x54.jpg 80w\" sizes=\"(max-width: 476px) 100vw, 476px\" \/><\/p>\n<p><span data-contrast=\"none\">Tot i que, hist\u00f2ricament, el futbol s&#8217;ha considerat l&#8217;esport rei&#8217;, el m\u00e0rqueting esportiu engloba qualsevol disciplina.\u202f<\/span><b><span data-contrast=\"none\">Nike <\/span><\/b><span data-contrast=\"none\">va idejar una potent estrat\u00e8gia de m\u00e0rqueting de guerrilla vinculat a l&#8217;atletisme.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Sota el concepte de <\/span><b><span data-contrast=\"none\">&#8216;Vending Saludable&#8217;<\/span><\/b><span data-contrast=\"none\"> la companyia americana va endevinar un mecanisme pel qual els consumidors nom\u00e9s podien aconseguir productes del &#8216;vending&#8217; a trav\u00e9s dels punts que generaven amb la <\/span><b><span data-contrast=\"none\">&#8216;FuelBand&#8217;<\/span><\/b><span data-contrast=\"none\">. Aquest gadget consistia en un dispositiu tecnol\u00f2gic de Realitat Augmentada en forma de polsera.\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Per poder aconseguir aquests punts, els usuaris havien de realitzar exercici, amb la polsera posada, en el punt estrat\u00e8gic que la marca anava col\u00b7locant al llarg del dia a Nova York.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Aix\u00ed doncs, aquesta estrat\u00e8gia, a m\u00e9s <\/span><b><span data-contrast=\"none\">d&#8217;impactar portant l&#8217;acci\u00f3 al carrer va <\/span><\/b><span data-contrast=\"none\">generar expectaci\u00f3 i <\/span><span data-contrast=\"none\">mantenir en suspens els usuaris coneixedors de la m\u00e0quina de vending. La<\/span><b><span data-contrast=\"none\"> gamificaci\u00f3 \u00e9s una de les claus per incentivar els consumidors <\/span><\/b><span data-contrast=\"none\">i fer m\u00e9s &#8216;amigable&#8217; el producte o servei de la marca.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-47453 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/street-marketing-nike-pulsera-wereable-1.jpg\" alt=\"street marketing - nike pulsera wereable\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/street-marketing-nike-pulsera-wereable-1.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/street-marketing-nike-pulsera-wereable-1-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/street-marketing-nike-pulsera-wereable-1-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Esponsoritzacio_la_magia_dels_patrocinis\"><\/span><span class=\"TextRun SCXW11722922 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW11722922 BCX0\">Esponsoritzaci\u00f3, la m\u00e0gia dels patrocinis<\/span><\/span><span class=\"EOP SCXW11722922 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559738&quot;:300,&quot;335559739&quot;:0,&quot;335559740&quot;:690}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-contrast=\"none\">L&#8217;esponsoritzaci\u00f3 o patrocini \u00e9s una de les accions m\u00e9s populars. Un patrocini consisteix que un organitzador, conegut com <\/span><b><span data-contrast=\"none\">a patrocinador, inverteixi diners en un tercer (entitat o esportista) a canvi que es visibilitzi la seva marca<\/span><\/b><span data-contrast=\"none\">. \u00c9s una de les accions de m\u00e0rqueting m\u00e9s costosa, per\u00f2 que reporta un gran benefici per a tots dos. La marca aconsegueix integrar-se de forma poc intrusiva entre els seus consumidors i permet vincular-se a altres aspectes afins al seu p\u00fablic. \u00c9s una estrat\u00e8gia <\/span><b><span data-contrast=\"none\">perfecta per refor\u00e7ar el branding de la marca<\/span><\/b><span data-contrast=\"none\">, refor\u00e7ant aix\u00ed la imatge i valoraci\u00f3 d&#8217;aquesta.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">L&#8217;exitosa alian\u00e7a entre <\/span><b><span data-contrast=\"none\">Michael Jordan i Nike<\/span><\/b><span data-contrast=\"none\"> n&#8217;\u00e9s mostra, per\u00f2 no ha estat l&#8217;\u00fanica. L&#8217;esponsoritzaci\u00f3 sol anar associada a esportistes o entitats.\u202f<\/span><a href=\"https:\/\/www.emirates.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Fly Emirates<\/span><\/b><\/a><span data-contrast=\"none\">, companyia a\u00e8ria, \u00e9s un dels actuals patrocinadors del <\/span><a href=\"https:\/\/www.realmadrid.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Reial Madrid<\/span><\/b><\/a><span data-contrast=\"none\">, aix\u00ed com <\/span><a href=\"https:\/\/www.rakuten.es\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Rakuten<\/span><\/b><\/a><span data-contrast=\"none\"> ho \u00e9s del F.C. Barcelona.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Aquesta acci\u00f3 es pot estendre a altres disciplines esportives com en b\u00e0squet, en la qual Endesa \u00e9s patrocinadora de l&#8217;Eurolliga, o Rollex a la F\u00f3rmula 1.<\/span><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-47456 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/esponsorizacion-barsa-rakuten-real-madrid-fly-emirates.jpg\" alt=\"\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/esponsorizacion-barsa-rakuten-real-madrid-fly-emirates.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/esponsorizacion-barsa-rakuten-real-madrid-fly-emirates-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/esponsorizacion-barsa-rakuten-real-madrid-fly-emirates-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">Aquestes aliances poden ser tan poderoses que fins i tot les marques aconsegueixin posicionar-se en els noms de clubs i instal\u00b7lacions. Tothom coneix l&#8217;Allianz Arena, estadi de futbol del <\/span><\/span><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">FC Bayern M\u00fcnchen<\/span><\/span><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\"> i el <\/span><\/span><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">TSV 1860 M\u00fcnchen<\/span><\/span><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">.\u00a0<\/span><\/span> <a class=\"Hyperlink SCXW60720121 BCX0\" href=\"https:\/\/www.redbull.com\/car-es\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">RedBull<\/span><\/span><\/a><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">, marca de begudes energ\u00e8tiques, ha aconseguit portar a un altre nivell aix\u00f2 que entenem per patrocini. \u00c9s tal la vinculaci\u00f3 i posicionament de la marca amb aquesta ind\u00fastria que fins i tot ha creat les seves pr\u00f2pies competicions apostant per esports de risc com <\/span><\/span><a class=\"Hyperlink SCXW60720121 BCX0\" href=\"https:\/\/cliffdiving.redbull.com\/es_IT\/video\/descubre-los-diferentes-grupos-de-saltos\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">Red Bull <\/span><span class=\"NormalTextRun SCXW60720121 BCX0\">Cliff<\/span> <span class=\"NormalTextRun SCXW60720121 BCX0\">Diving<\/span><\/span><\/a><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">, competici\u00f3 enfocada als salts en penya-segats, <\/span><\/span><a class=\"Hyperlink SCXW60720121 BCX0\" href=\"https:\/\/www.redbull.com\/es-es\/events\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">RedBull<\/span> <span class=\"NormalTextRun SCXW60720121 BCX0\">Magnitude<\/span><\/span><\/a><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\"> (competici\u00f3 de surf), <\/span><\/span><a class=\"Hyperlink SCXW60720121 BCX0\" href=\"https:\/\/www.redbull.com\/car-en\/events\/red-bull-king-of-the-air\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">RedBull<\/span><span class=\"NormalTextRun SCXW60720121 BCX0\"> King of <\/span><span class=\"NormalTextRun SCXW60720121 BCX0\">the<\/span><span class=\"NormalTextRun SCXW60720121 BCX0\"> Air<\/span><\/span><\/a><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\"> (competici\u00f3 de Kiteboarding) o la <\/span><\/span><a class=\"Hyperlink SCXW60720121 BCX0\" href=\"https:\/\/www.redbull.com\/us-en\/events\/red-bull-cold-bowl\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\">Red Bull <\/span><span class=\"NormalTextRun SCXW60720121 BCX0\">Cold<\/span> <span class=\"NormalTextRun SCXW60720121 BCX0\">Bowl<\/span><\/span><\/a><span class=\"TextRun SCXW60720121 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW60720121 BCX0\"> (competici\u00f3 de <\/span><span class=\"NormalTextRun SCXW60720121 BCX0\">Skateboard<\/span><span class=\"NormalTextRun SCXW60720121 BCX0\">),\u00a0entre moltes altres.\u202f<\/span><\/span><span class=\"EOP SCXW60720121 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-47437 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving.jpg\" alt=\"italy-red-bull-cliff-diving\" width=\"430\" height=\"286\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving.jpg 1920w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving-300x200.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving-1030x686.jpg 1030w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving-80x53.jpg 80w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving-768x512.jpg 768w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving-391x260.jpg 391w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/italy-red-bull-cliff-diving-1536x1023.jpg 1536w\" sizes=\"(max-width: 430px) 100vw, 430px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"mARQUETING_DINFLUENCERS\"><\/span><span style=\"font-weight: 400;\">m\u00c0RQUETING D&#8217;INFLUENCERS<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"none\">Tot i que per a molts el concepte &#8216;influencer&#8217; sigui una cosa nova i disruptiva, en realitat, \u00e9s una cosa que es porta fent des de fa molt de temps. El binomi entre esport i &#8216;medi\u00e0tic&#8217; cada vegada est\u00e0 sent un fil\u00f3 per explotar. I \u00e9s que, <\/span><b><span data-contrast=\"none\">les grans estrelles esportives creen una marca personal pr\u00f2pia que refor\u00e7a les marques dels clubs, entitats esportives i altres actors<\/span><\/b><span data-contrast=\"none\"> que actuen dins del sector esportiu.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Ara b\u00e9, a m\u00e9s d&#8217;aquestes accions amb els mateixos atletes, figures com <\/span><a href=\"https:\/\/es.wikipedia.org\/wiki\/Ibai_Llanos\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Ibai Llanos<\/span><\/b><\/a><span data-contrast=\"none\">, influencer, youtuber i &#8216;caster&#8217; d&#8217;eSports, acaben relacionant-se amb algun club esportiu. L&#8217;streamer basc i <\/span><a href=\"https:\/\/www.youtube.com\/user\/DjMaRiiO\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">DjMaRiiO<\/span><\/b><\/a><span data-contrast=\"none\">, ambd\u00f3s seguidors confessos del Reial Madrid, van protagonitzar un repte viral proposat pel Futbol Club Barcelona. L&#8217;acci\u00f3 va sorgir arran que DjMaRiiO publicar\u00e0 al seu Twitter un tuit en qu\u00e8 deia que Messi era superior a Cristiano Ronaldo.\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">El club catal\u00e0 va respondre aquest tuit comparant els dos referents dels <\/span><b><span data-contrast=\"none\">eGames a Espanya<\/span><\/b><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-47440 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/tuit-barsa.jpg\" alt=\"marketing deportivo\" width=\"577\" height=\"263\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/tuit-barsa.jpg 577w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/tuit-barsa-300x137.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/tuit-barsa-80x36.jpg 80w\" sizes=\"(max-width: 577px) 100vw, 577px\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><span class=\"TextRun SCXW101750104 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW101750104 BCX0\">A m\u00e9s d&#8217;aquesta publicaci\u00f3,<\/span><\/span><strong><span class=\"TextRun SCXW101750104 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW101750104 BCX0\"> el FC Barcelona va decidir aprofitar la viralitat de la conversa fent-li arribar a Llanos una &#8216;caixa misteriosa&#8217;<\/span><\/span><\/strong><span class=\"TextRun SCXW101750104 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW101750104 BCX0\"> que havia d&#8217;obrir en un dels seus directes a Twitch. Entre altres coses, va rebre una samarreta amb el seu nom al costat del dorsal n\u00famero 11, associat a Neymar.\u202f<\/span><\/span><span class=\"EOP SCXW101750104 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-47443\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/Ibai-llanos.jpg\" alt=\"ibai llanos - marketing deportivo\" width=\"428\" height=\"241\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Ibai-llanos.jpg 770w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Ibai-llanos-300x169.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Ibai-llanos-80x45.jpg 80w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Ibai-llanos-768x433.jpg 768w\" sizes=\"(max-width: 428px) 100vw, 428px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"mARQUETING_DESDEVENIMENTS\"><\/span><span style=\"font-weight: 400;\">m\u00c0RQUETING D&#8217;ESDEVENIMENTS<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"none\">Una altra de les estrat\u00e8gies publicit\u00e0ries a la qual recorren se sol rec\u00f3rrer \u00e9s l&#8217;esdeveniment. El <\/span><b><span data-contrast=\"none\">m\u00e0rqueting d&#8217;esdeveniments \u00e9s una acci\u00f3 que permet associar experi\u00e8ncies amb una marca<\/span><\/b><span data-contrast=\"none\">. \u00c9s una manera <\/span><b><span data-contrast=\"none\">m\u00e9s atractiva i menys invasiva de llan\u00e7ar productes o visibilitzar una marca<\/span><\/b><span data-contrast=\"none\">. Entre els seus avantatges destaca el <\/span><b><span data-contrast=\"none\">vincle emocional que \u00e9s capa\u00e7 de generar amb els clients<\/span><\/b><span data-contrast=\"none\">, aix\u00ed com la <\/span><b><span data-contrast=\"none\">capacitat de penetraci\u00f3 de la marca<\/span><\/b><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Ara b\u00e9, en el m\u00f3n esportiu es pot vincular a esdeveniments esportius com a producte, o b\u00e9 com a recurs per a l&#8217; estrat\u00e8gia de visibilitzaci\u00f3. A qu\u00e8 em refereixo? Si ets fan del futbol i et dic &#8216;<\/span><b><span data-contrast=\"none\">Boxing day<\/span><\/b><span data-contrast=\"none\">&#8216; segur que et venen a la ment els tradicionals partits que organitza la Premier League. L&#8217;esdeveniment, celebrat cada 26 de desembre, convoca els equips de futbol de les seves tres categories a jugar un partit.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">\u00c9s una tradici\u00f3 anglesa molt arrelada, i que molts associen a l&#8217;\u00e8poca feudal. Segons expliquen, els nobles entregaven als seus servents per Nadal caixes de menjar amb la sobra dels banquets com a agra\u00efment. Sigui com sigui, la realitat \u00e9s que per als amants del futbol el &#8216;Boxing Day&#8217; \u00e9s un regal per disfrutar d&#8217;aquest esport en fam\u00edlia.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-47473 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/marketing-verde.jpg\" alt=\"marketing verde\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/marketing-verde.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/marketing-verde-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/marketing-verde-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h3><span class=\"ez-toc-section\" id=\"mARQUETING_VERD\"><\/span><span style=\"font-weight: 400;\">m\u00c0RQUETING VERD<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"none\">Parlar de m\u00e0rqueting verd \u00e9s cada vegada m\u00e9s com\u00fa.\u00a0<\/span><b><span data-contrast=\"none\">El comprom\u00eds per preservar el medi ambient s&#8217;ha convertit en un dels grans reptes per als propers anys, i res no n&#8217;escapa<\/span><\/b><span data-contrast=\"none\">. M\u00e0rqueting verd o ecol\u00f2gic \u00e9s aquell que es dedica a la <\/span><b><span data-contrast=\"none\">venda de productes ecol\u00f2gics i sostenibles<\/span><\/b><span data-contrast=\"none\">. Ara b\u00e9 i aix\u00f2 qu\u00e8 t\u00e9 a veure amb l&#8217;esport?\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">La <\/span><b><span data-contrast=\"none\">ind\u00fastria esportiva<\/span><\/b><span data-contrast=\"none\"> ha sabut incorporar aquesta tend\u00e8ncia a trav\u00e9s del <\/span><b><span data-contrast=\"none\">llan\u00e7ament de productes sostenibles i que permetin conscienciar el seu p\u00fablic sobre aquesta problem\u00e0tica<\/span><\/b><span data-contrast=\"none\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Adidas<\/span><\/b><span data-contrast=\"none\">, una de les empreses d&#8217;equipament esportiu m\u00e9s potent del m\u00f3n, ha sabut incorporar aquesta acci\u00f3 dins de la seva estrat\u00e8gia de m\u00e0rqueting. El llan\u00e7ament de les <\/span><a href=\"https:\/\/www.adidas.es\/sustainability-parley-ocean-plastic\" target=\"_blank\" rel=\"noopener noreferrer\"><b><span data-contrast=\"none\">Adidas X Parley<\/span><\/b><\/a><span data-contrast=\"none\">, unes <\/span><b><span data-contrast=\"none\">bambes realitzades a partir de residus de l&#8217;oce\u00e0<\/span><\/b><span data-contrast=\"none\">, va ser tot un \u00e8xit. Amb aquesta acci\u00f3, Adidas va aconseguir demostrar els valors de la marca mostrant aix\u00ed la seva dedicaci\u00f3 per preservar la natura i la seva conservaci\u00f3.\u202f<\/span><span data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:0,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-47446\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/01\/Adidas-X-Parley.jpg\" alt=\"marketing deportivo - marketing verde\" width=\"615\" height=\"335\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Adidas-X-Parley.jpg 809w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Adidas-X-Parley-300x164.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Adidas-X-Parley-80x44.jpg 80w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/01\/Adidas-X-Parley-768x419.jpg 768w\" sizes=\"(max-width: 615px) 100vw, 615px\" \/><\/p>\n<p><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">Si t&#8217;han semblat interessants aquestes t\u00e8cniques de m\u00e0rqueting esportiu descobreix m\u00e9s en el <\/span><\/span><strong><a class=\"Hyperlink SCXW264003372 BCX0\" href=\"https:\/\/www.euncet.com\/ca\/graus\/ciencies-i-tecnologies-aplicades-a-esport-i-al-fitnes\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">Grau en Ci\u00e8ncies i Tecnologies Aplicades a l&#8217;Esport i al Condicionament F\u00edsic (CTEF)<\/span><\/span><\/a><\/strong><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\"> d<\/span><span class=\"NormalTextRun SCXW264003372 BCX0\">e l<\/span><span class=\"NormalTextRun SCXW264003372 BCX0\">&#8216;Euncet Business School. El <\/span><\/span><strong><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">grau en CTEF<\/span><\/span><\/strong><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\"> ofereix als estudiants una visi\u00f3 global de la ind\u00fastria de l&#8217;esport en la qual, a m\u00e9s de con\u00e8ixer els tipus d&#8217;esports que existeixen, els estudiants tamb\u00e9 treballaran les <\/span><\/span><strong><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">\u00e0rees de m\u00e0rqueting i management esportiu<\/span><\/span><\/strong><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">, aix\u00ed com les <\/span><\/span><strong><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">tecnologies m\u00e9s disruptives del mercat<\/span><\/span><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">. <\/span><\/span><\/strong><a class=\"Hyperlink SCXW264003372 BCX0\" href=\"https:\/\/blog.euncet.com\/ca\/ctef-cafe-i-inef-que-son-i-que-es-diferencien\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\">Descobreix en qu\u00e8 es diferencia el grau en CTEF de CAFE<\/span><\/span><\/a><span class=\"TextRun SCXW264003372 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW264003372 BCX0\"> \u00a1Converteix-te en un tecn\u00f2leg de l&#8217;esport!<\/span><\/span><span class=\"EOP SCXW264003372 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:2,&quot;335559739&quot;:30,&quot;335559740&quot;:338}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.euncet.com\/ca\/graus\/ciencies-i-tecnologies-aplicades-a-esport-i-al-fitnes\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-59779 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2023\/05\/CTEF-H.gif\" alt=\"\" width=\"755\" height=\"240\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Segurament, aquests dies no pares de llegir publicacions sobre Joan Laporta, la seva candidatura a la presid\u00e8ncia del FC Barcelona i l&#8217;Estadi Santiago Bernab\u00e9u com a escenari. Aix\u00f2 \u00e9s el que passa quan la teva estrat\u00e8gia de m\u00e0rqueting es viralitza i aconsegueix estar en boca de tots, encara que la majoria no s\u00e0piga ni de [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":47468,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[447,454],"tags":[],"class_list":["post-59777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-esport-posts","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00e0rqueting esportiu: qu\u00e8 \u00e9s i campanyes m\u00e9s virals | Euncet<\/title>\n<meta name=\"description\" content=\"Saps el que \u00e9s el m\u00e0rqueting esportiu? 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