{"id":13715,"date":"2014-03-20T03:00:50","date_gmt":"2014-03-20T03:00:50","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/es\/blog\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\/"},"modified":"2021-05-21T13:25:56","modified_gmt":"2021-05-21T13:25:56","slug":"anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/es\/blog\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\/","title":{"rendered":"Anuncios publicitarios virales con f\u00f3rmulas de narraci\u00f3n ganadoras (Parte I)"},"content":{"rendered":"

En la batalla por capturar nuestra atenci\u00f3n, los anunciantes est\u00e1n recurriendo al Santo Grial del marketing que ha dominado el panorama durante el \u00faltimo a\u00f1o:\u00a0La Narraci\u00f3n.<\/p>\n

Las historias son tan antiguas como nosotros. Son quiz\u00e1s la parte m\u00e1s fundamental de nuestra humanidad y por eso permanece hasta hoy en una era dominada por la tecnolog\u00eda. Si nos fijamos en las campa\u00f1as publicitarias virales de los \u00faltimos a\u00f1os, lo m\u00e1s probable es que sean anuncios que tengan una estrategia narrativa.<\/p>\n

Los ejemplos aqu\u00ed, las campa\u00f1as publicitarias m\u00e1s virales en esta temporada, todos han tenido el mismo orden de ideas de la narraci\u00f3n en sus campa\u00f1as. Desde la guerra en Londres, a un d\u00eda en la vida, y un cl\u00e1sico reinventado, cada narrativa visual captur\u00f3 nuestra atenci\u00f3n por ser nada menos que una historia \u00e9pica.<\/p>\n

Los anuncios que hemos rastreado incluyen:<\/p>\n

El anuncio de Save the Children en el Reino Unido<\/strong> mostrando como si la guerra de Siria se produjo en un territorio occidental.<\/p>\n

Google Glass<\/strong> como inspiraci\u00f3n para el D\u00eda Internacional de la Mujer, creado por un equipo de creativos de Londres con ninguna afiliaci\u00f3n para Google.<\/p>\n

La interpretaci\u00f3n del iPad Air<\/strong> de un cl\u00e1sico poema de Walt Whitman, envasado en un recipiente tan creativo que la mayor\u00eda ni siquiera sabe que est\u00e1n escuchando poes\u00eda cl\u00e1sica. Este \u00faltimo es quiz\u00e1s el m\u00e1s innovador de los tres, como el guionista de Forbes, Mark Rogowsky lo expresa en un art\u00edculo titulado \u201cLos \u00faltimos anuncios de Apple son poes\u00eda pura\u201d, un comercial de una nueva tableta usando el di\u00e1logo de una pel\u00edcula de 25 a\u00f1os de edad, a cargo de un actor de 62 a\u00f1os de edad, el actor, est\u00e1 citando un poema de 114 a\u00f1os de edad \u00bfEst\u00e1n locos?\u201d<\/p>\n

 <\/p>\n

Parecer\u00eda que s\u00ed, pero el anuncio, al igual que los otros aqu\u00ed, es nada menos que inteligente\u2026 y adem\u00e1s valiente.\u00a0Entonces, \u00bfqu\u00e9 tienen estos tres anuncios en com\u00fan?<\/p>\n

La respuesta: Una estructura de la narraci\u00f3n simple<\/strong> que se mueve a lo largo de los cinco puntos necesarios para contar historias eficaces \u201cevocar una fuerte respuesta neurol\u00f3gica.\u201d: (Acto 1) Exposici\u00f3n (Acto 2) Complicaciones (Acto 3) Cl\u00edmax, (Acto 4) Inversi\u00f3n y (Acto 5) Desenlace.<\/p>\n

Acto 1: Exposici\u00f3n<\/strong><\/h3>\n

Un anuncio de la micro-historia comienza plantando las bases y el abrir la puerta a una secuencia m\u00e1s amplia de acciones.<\/p>\n

Acto 2: Complicaciones<\/strong><\/h3>\n

Llamado \u201caumento de la acci\u00f3n\u201d, es una complicaci\u00f3n de plegables, capas o eventos. Aqu\u00ed es donde un punto o la acci\u00f3n se funden con otra para crear una historia m\u00e1s din\u00e1mica, con varios puntos (aunque relacionados).<\/p>\n

Acto 3: Cl\u00edmax<\/strong><\/h3>\n

Aqu\u00ed tenemos el punto de inflexi\u00f3n crucial. Aqu\u00ed es donde todos los cambios.<\/p>\n

Acto 4: Reversi\u00f3n<\/strong><\/h3>\n

La consecuencia de un cl\u00edmax, es la \u201cinversi\u00f3n\u201d que refleja la \u201ccomplicaci\u00f3n\u201d de la pir\u00e1mide. Es parte de un reflejo de la complicaci\u00f3n y, en parte, una secuencia de acontecimientos hacia el punto 5.<\/p>\n

Acto 5: Desenlace<\/strong><\/h3>\n

Llamado el \u201cmomento de la liberaci\u00f3n\u201d, el desenlace en los anuncios se diferencia de la narrativa tradicional, ya que no se ve para atar cabos sueltos. No son los que ofrecen una resoluci\u00f3n. En la publicidad, el punto 5 es donde el punto es conducido a casa.<\/p>\n

 <\/p>\n

Sigue aprendiendo con\u00a0Benchmark Email<\/a><\/strong><\/h4>\n

Errores de email marketing que puedes estar cometiendo<\/a><\/p>\n

C\u00f3mo crear estrategias para obtener Leads<\/a><\/p>\n

C\u00f3mo planear tu calendario de redes sociales<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

En la batalla por capturar nuestra atenci\u00f3n, los anunciantes est\u00e1n recurriendo al Santo Grial del marketing que ha dominado el panorama durante el \u00faltimo a\u00f1o:\u00a0La Narraci\u00f3n. Las historias son tan antiguas como nosotros. Son quiz\u00e1s la parte m\u00e1s fundamental de nuestra humanidad y por eso permanece hasta hoy en una era dominada por la tecnolog\u00eda.…<\/p>\n","protected":false},"author":44,"featured_media":13716,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3948],"tags":[1758],"class_list":["post-13715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-otros","tag-formula"],"yoast_head":"\nAnuncios publicitarios virales con f\u00f3rmulas de narraci\u00f3n ganadoras (Parte I) - Benchmark Email<\/title>\n<meta name=\"description\" content=\"En la batalla por capturar nuestra atenci\u00f3n, los anunciantes est\u00e1n recurriendo al Santo Grial del marketing: La Narraci\u00f3n.\" \/>\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.benchmarkemail.com\/es\/blog\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Anuncios publicitarios virales con f\u00f3rmulas de narraci\u00f3n ganadoras (Parte I) - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"En la batalla por capturar nuestra atenci\u00f3n, los anunciantes est\u00e1n recurriendo al Santo Grial del marketing: La Narraci\u00f3n.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.benchmarkemail.com\/es\/blog\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\/\" \/>\n<meta property=\"og:site_name\" content=\"Benchmark Email - Herramienta de Email Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/benchmarkemailes\" \/>\n<meta property=\"article:published_time\" content=\"2014-03-20T03:00:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-05-21T13:25:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.benchmarkemail.com\/es\/wp-content\/uploads\/sites\/4\/2020\/02\/winning-storytelling-formula.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"375\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Benchmark Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@benchmarkesp\" \/>\n<meta name=\"twitter:site\" content=\"@benchmarkesp\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Benchmark Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\\\/\"},\"author\":{\"name\":\"Benchmark Team\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/#\\\/schema\\\/person\\\/bb441e78bfef71cd3c31f51bbbbc627d\"},\"headline\":\"Anuncios publicitarios virales con f\u00f3rmulas de narraci\u00f3n ganadoras (Parte I)\",\"datePublished\":\"2014-03-20T03:00:50+00:00\",\"dateModified\":\"2021-05-21T13:25:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\\\/\"},\"wordCount\":613,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2020\\\/02\\\/winning-storytelling-formula.png\",\"keywords\":[\"formula\"],\"articleSection\":[\"Otros Contenidos\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\\\/\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/es\\\/blog\\\/anuncios-publicitarios-virales-con-formulas-de-narracion-ganadoras-parte1\\\/\",\"name\":\"Anuncios publicitarios virales con f\u00f3rmulas de narraci\u00f3n ganadoras (Parte I) - 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