{"id":5137,"date":"2016-06-01T10:17:40","date_gmt":"2016-06-01T10:17:40","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=5137"},"modified":"2019-02-14T20:47:05","modified_gmt":"2019-02-14T20:47:05","slug":"dzien-dziecka-piotra-i-pawla","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/dzien-dziecka-piotra-i-pawla\/","title":{"rendered":"Dzie\u0144 Dziecka Piotra i Paw\u0142a"},"content":{"rendered":"<p>Sie\u0107 sklep\u00f3w Piotr i Pawe\u0142 z okazji Dnia Dziecka przeprowadzi\u0142o projekt pranksterowy. Dzieci zaaferowane pojawiaj\u0105cymi si\u0119 w ich pobli\u017cu brand heroes, oddalaj\u0105 si\u0119 od w\u00f3zk\u00f3w i chowaj\u0105. Ca\u0142\u0105 akcj\u0119 mo\u017cna obejrze\u0107 na filmie.<\/p>\n<div class=\"ast-oembed-container \" style=\"height: 100%;\"><iframe loading=\"lazy\" title=\"Pomagamy znale\u017a\u0107 najlepszy prezent dla Dziecka\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/u9VC4KkWIjA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<p><!--more--><\/p>\n<p>Jak zwykle przy okazji prank\u00f3w, nigdy nie wiemy na ile jest to organiczne, a na ile swoj\u0105 rol\u0119 graj\u0105 wynaj\u0119ci aktorzy. Dzieci jak wiadomo, zawsze staraj\u0105 si\u0119 by\u0107 naturalne emocjonalnie.<\/p>\n<p>Mam kilka mieszanych refleksji zwi\u0105zanych z t\u0105 akcj\u0105, cho\u0107 sama idea jest ciekawa. Sieci handlowe rzadko wychodz\u0105 poza pude\u0142ko, najcz\u0119\u015bciej pokazuj\u0105c przeceny i promocje. Sie\u0107 Piotr i Pawe\u0142, podobnie jak Alma Market, trafiaj\u0105 do podobnych segment\u00f3w klient\u00f3w, dlatego sam fakt aktywizacji marketingowej \u201eout of the box\u201d jest dobrym kierunkiem. Prank \u00a0jako forma eventu, kt\u00f3ry ma zbudowa\u0107 viralowe zasi\u0119gi i na dodatek wykorzystuj\u0105c Real-time-marketing oraz obiekt \u201edziecko\u201d, przez co jest \u015bwietnym materia\u0142em na algorytm komunikacji: dziecko + prank + Dzie\u0144 Dziecka + brand heroes znanych marek.<\/p>\n<p>Jest tylko jeden drobiazg, zawarty w starym przys\u0142owiu: Cyryl to Cyryl, ale te jego metody \u2026. Realizacja nawet najbardziej genialnego briefu, to prawdziwe wyzwanie dla kamery, muzyki, monta\u017cu, re\u017cyserii czy scenografii i to wszystko, co okre\u015blane jest umiej\u0119tno\u015bci\u0105 opowiedzenia pasjonuj\u0105cej historii w par\u0119 minut. W tym przypadku, w mojej ocenie, to nie wysz\u0142o.<\/p>\n<p>Drugi element, to kolejny pomys\u0142, \u017ceby u\u017cywa\u0107 strachu jako emocji przyci\u0105gaj\u0105cej uwag\u0119. Nie wiem czy strach matek by\u0142 prawdziwy czy sztuczny. Je\u015bli sztuczny i grali aktorzy, \u00a0to nie jest to prank, a s\u0142aba ustawka. Je\u015bli ten strach by\u0142 prawdziwy, to ca\u0142a sprawa jest \u017cenuj\u0105ca. Podobna kwestia jak z prankami SA Ward\u0119gi: s\u0105 ustawiane czy organiczne? Ka\u017cdy z wariant\u00f3w go dyskredytuje, cho\u0107 oczywi\u015bcie zasi\u0119gi s\u0105 jak trzeba.<\/p>\n<p>Zobaczymy jakie zasi\u0119gi osi\u0105gnie ten film i jakie b\u0119dzie mia\u0142 komentarze. Nie wiem co bym my\u015bla\u0142 sobie o sklepie, kt\u00f3ry na chwil\u0119 wzbudza m\u00f3j strach o dziecko i raczej chcia\u0142bym w nim czu\u0107 si\u0119 bezpiecznie. Nie chodzi tu o zabaw\u0119 czy \u017cart, chodzi zawsze o emocje. Podkre\u015blam, w naszym stosunku do marki, chodzi zawsze o nie.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Sie\u0107 sklep\u00f3w Piotr i Pawe\u0142 z okazji Dnia Dziecka przeprowadzi\u0142o projekt pranksterowy. Dzieci zaaferowane pojawiaj\u0105cymi si\u0119 w ich pobli\u017cu brand [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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