{"id":4781,"date":"2016-09-20T11:05:58","date_gmt":"2016-09-20T09:05:58","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=4781"},"modified":"2020-06-22T11:48:47","modified_gmt":"2020-06-22T09:48:47","slug":"3-ejemplos-storytelling-marketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/","title":{"rendered":"3 ejemplos de c\u00f3mo usar el storytelling en el marketing"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2432069864\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\" data-essbisPostTitle=\"3 ejemplos de c\u00f3mo usar el storytelling en el marketing\" data-essbisHoverContainer=\"\"><p>El storytelling en el marketing no es nuevo. Ni tampoco el storytelling por s\u00ed solo, de hecho es una de las formas m\u00e1s antiguas de comunicaci\u00f3n. Es el acto de crear una historia a trav\u00e9s de un mensaje central. Donde m\u00e1s se utiliza es en el <span style=\"color: #993300;\"><a style=\"color: #993300;\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/publicidad-branded-content\/\">Branded Content<\/a><\/span>, a modo de presentar la marca ligada a una percepci\u00f3n, emoci\u00f3n o sentimiento.<\/p><div class=\"blogs-contenido\" id=\"blogs-1346650180\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Storytelling_de_IKEA\"><\/span>Storytelling de IKEA<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab5224763d63\" class=\"ez-toc-cssicon-toggle-label\"><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><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab5224763d63\"  aria-label=\"Alternar\" \/><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:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#Storytelling_de_IKEA\" >Storytelling de IKEA<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#Storytelling_de_Campofrio\" >Storytelling de Campofr\u00edo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#Storytelling_de_BMW\" >Storytelling de&nbsp;BMW<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#Te_puede_interesar%E2%80%A6\" >Te puede interesar&#8230;<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<div class=\"entry-content-asset videofit\"><iframe loading=\"lazy\" title=\"Anuncio IKEA &quot;pato&quot; - Anuncio IKEA\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/izMbNhfBI2I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p>Mediante la campa\u00f1a \u2018La Terraza\u2019 se lanza el mensaje de que hay que abrir las puertas a nuevas sensaciones y\/o emociones.<\/p>\n<p>Y que pueden sentirse incluso sin salir de casa, en una simple terraza. <strong>A trav\u00e9s de la historia<\/strong> de un hombre y su nueva relaci\u00f3n con un pato que se le cuela en la terraza cada d\u00eda hace que se abra un nuevo abanico de posibilidades a crear en su terraza m\u00e1s bien \u2018semi-olvidada\u2019.<\/p>\n<p>Poco a poco va descubriendo nuevas<strong> emociones<\/strong> que le hacen ir cambiando de aspecto su terraza para acomodar a su nuevo amigo. Finalmente construye una terraza donde incluso sus amistades se encuentran a gusto y disfrutan de la amistad. Tener todos esos nuevos muebles hace que le cambie su forma de vivir.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Storytelling_de_Campofrio\"><\/span>Storytelling de Campofr\u00edo<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"entry-content-asset videofit\"><iframe loading=\"lazy\" title=\"Despertar,Anuncio Navidad Campofr\u00edo 2015\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/M6mbJwYeTCg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<p>Nota: Ponemos otro ejemplo de Campofr\u00edo &nbsp;ya que el citado est\u00e1 como privado.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-857984773\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>La acci\u00f3n de comunicaci\u00f3n empez\u00f3 con un simple tuit de Pau Gasol, EE.UU. le propon\u00eda cambiar de nacionalidad. Tuvo mucha repercusi\u00f3n y se convirti\u00f3 en viral en las redes sociales. Era el primer paso para lanzar un <strong>teaser (un tr\u00e1iler de pocos segundos)<\/strong> en el que aparec\u00eda Chus Lampreabe comentado que ella tambi\u00e9n se propon\u00eda cambiar de nacionalidad. As\u00ed empez\u00f3 la campa\u00f1a de las navidades 2013 de Campofrio. A trav\u00e9s de las historias de famosos que se planteaban cambiar de nacionalidad se mezclaba el mensaje de que la marca seguir\u00eda en el mismo sitio, en Espa\u00f1a. Aunque se marchen, continuar\u00e1n recordando a Espa\u00f1a por la marca.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Storytelling_de_BMW\"><\/span>Storytelling de&nbsp;BMW<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"entry-content-asset videofit\"><iframe loading=\"lazy\" title=\"BMW Films - The Hire - Ambush\" width=\"1140\" height=\"641\" src=\"https:\/\/www.youtube.com\/embed\/PKYUtUw-8ig?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<p>&nbsp;<\/p>\n<p>Es una de las webseries m\u00e1s exitosas de la Red. Utiliz\u00f3 la misma estrategia de \u2018product placement\u2019 en el cine como Audi (Transporter), o BMW y Aston Martin (saga 007, James Bond).<\/p>\n<p>Pero con la diferencia de que no era un producto insertado en la escena, sino que ser\u00eda el coche el protagonista. El \u00fanico que lo conduc\u00eda, Clive Owen, ser\u00eda el hilo conductor donde llevaba como pasajeros a grandes estrellas.<\/p>\n<p>Una producci\u00f3n solo al alcance de ciertas grandes marcas, dados los protagonistas y directores implicados en los cap\u00edtulos. Y lo m\u00e1s destacado es que fue en el 2001.<\/p>\n<p>No exist\u00edan ni las redes sociales ni grandes plataformas de streaming o VOD (video on demand). Fue una apuesta arriesgada de la marca que a\u00fan llena de texto posts y art\u00edculos en la red.<\/p>\n<p>Dado que por aquel entonces las velocidades de acceso a internet eran muy limitadas consigui\u00f3 millones de descargas &#8211;<strong>a\u00fan no exist\u00eda el streaming. <\/strong><\/p>\n<p>Incluso traspaso al mundo real ofreciendo la serie en DVD\u2019s gratuitamente a sus clientes o potenciales que visitaban sus concesionarios.<\/p>\n<p>&nbsp;<\/p>\n<p>El storytelling tiene mucho que ver con la manera en que<strong> se presenta la marca o producto en forma de f\u00e1bula,<\/strong> ofreciendo al final que lo presentado tiene mucho que ver con la marca o producto, sin presentar la marca o producto de forma m\u00e1s directa o tradicional de un anuncio.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-3194634842\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2603 alignleft\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/JORDI-150x150.jpg\" alt=\"JORDI-150x150\" width=\"150\" height=\"150\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/JORDI-150x150.jpg 150w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/09\/JORDI-150x150-80x80.jpg 80w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Jordi Torregrosa<\/strong>, consultor de<span style=\"color: #993300;\">&nbsp;<strong><a style=\"color: #993300;\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">Marketing Digital<\/a><\/strong><\/span><\/p>\n<p><span style=\"color: #00ccff;\"><strong><a style=\"color: #00ccff;\" href=\"https:\/\/twitter.com\/JordiTorregrosa\">@JordiTorregrosa<\/a><\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Te_puede_interesar%E2%80%A6\"><\/span><span style=\"color: #993300;\">Te puede interesar&#8230;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote class=\"wp-embedded-content\" data-secret=\"kZmkkxPRSi\"><p><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/las-marcas-hablando-entre-ellas\" data-secret=\"kZmkkxPRSi\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\" data-essbisPostTitle=\"3 ejemplos de c\u00f3mo usar el storytelling en el marketing\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":4783,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[3],"tags":[660,84,27,258,155],"class_list":["post-4781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-emociones","tag-internet","tag-marca","tag-producto","tag-storytelling"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 ejemplos de c\u00f3mo usar el storytelling en el marketing<\/title>\n<meta name=\"description\" content=\"El storytelling en el marketing no es nuevo, se lo unsa a modo de presentar la marca ligada a una percepci\u00f3n, emoci\u00f3n o sentimiento. Aqu\u00ed algunos ejemplos\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 ejemplos de c\u00f3mo usar el storytelling en el marketing\" \/>\n<meta property=\"og:description\" content=\"El storytelling en el marketing no es nuevo, se lo unsa a modo de presentar la marca ligada a una percepci\u00f3n, emoci\u00f3n o sentimiento. Aqu\u00ed algunos ejemplos\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/IMF.Education\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-09-20T09:05:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-22T09:48:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/09\/Storytelling-en-marketing.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Equipo de Colaboradores\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@imf_education\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Equipo de Colaboradores\" \/>\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:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\"},\"author\":{\"name\":\"Equipo de Colaboradores\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#\/schema\/person\/abda2d1955fe07b16b7345cf680fbd61\"},\"headline\":\"3 ejemplos de c\u00f3mo usar el storytelling en el marketing\",\"datePublished\":\"2016-09-20T09:05:58+00:00\",\"dateModified\":\"2020-06-22T09:48:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\"},\"wordCount\":663,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#organization\"},\"image\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/09\/Storytelling-en-marketing.jpg\",\"keywords\":[\"emociones\",\"Internet\",\"marca\",\"producto\",\"storytelling\"],\"articleSection\":[\"General\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\",\"url\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/\",\"name\":\"3 ejemplos de c\u00f3mo usar el storytelling en el marketing\",\"isPartOf\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/3-ejemplos-storytelling-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/09\/Storytelling-en-marketing.jpg\",\"datePublished\":\"2016-09-20T09:05:58+00:00\",\"dateModified\":\"2020-06-22T09:48:47+00:00\",\"description\":\"El storytelling en el marketing no es nuevo, se lo unsa a modo de presentar la marca ligada a una percepci\u00f3n, emoci\u00f3n o sentimiento. 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