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Messi vs Bryant

La mercadotecnia deportiva abarca cada vez más espacio en el mundo de la publicidad, y en la misma medida atrae la atención del público con una reacción positiva; y es que: ¿qué de malo puede hallarse en un deportista de alto rendimiento con reconocimiento internacional?; nada. Claro, mientras no se vea envuelto en algún escándalo mediático debido a circunstancias en las que ninguna marca querría verse involucrada (los más recientes ejemplos corren a cargo de Tiger Woods y Luis Suárez), la figura de un deportista funciona como la imagen ideal para lograr una asociación positiva con tus productos y/o servicios: éxito, disciplina, salud y fama, por mencionar algunos aspectos esenciales del perfil al que aspira una marca.

Es el turno de una aerolínea de ‘jugar’ con la fama de Lionel Messi y Kobe Bryant, provocando una confrontación directa de talento entre ambas estrellas del mundo deportivo, buscando la ‘preferencia’ de un ‘consumidor’ en particular. Desde luego: ¿quién podría ganarle al encanto de una dulce aeromusa ofreciéndote un poco de helado?

[youtube]http://www.youtube.com/watch?v=ruav0KvQOOg[/youtube]

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