{"id":1459,"date":"2024-03-15T17:30:04","date_gmt":"2024-03-15T16:30:04","guid":{"rendered":"https:\/\/foodstory.es\/?p=1459"},"modified":"2024-03-15T17:30:06","modified_gmt":"2024-03-15T16:30:06","slug":"a-proposito-del-marketing-de-nostalgia-grimace-asalta-las-rrss","status":"publish","type":"post","link":"https:\/\/foodstory.es\/en\/a-proposito-del-marketing-de-nostalgia-grimace-asalta-las-rrss\/","title":{"rendered":"A prop\u00f3sito del marketing de nostalgia: Grimace asalta las RRSS"},"content":{"rendered":"<p>El pasado verano del 23 ser\u00e1 recordado por el CEO de Mc Donald\u00b4s, Chris Kempczinski\u00a0\u00a0y su equipo\u00a0\u00a0de colaboradores, como aquel en que, sus propios\u00a0\u00a0seguidores, empujaron las ventas  como consecuencia de su directo protagonismo en la notoriedad adquirida\u00a0por la promoci\u00f3n denominada\u00a0<em>Grimace Shake<\/em>, basada en el famoso mu\u00f1eco de peluche, de color morado, y la celebraci\u00f3n de sus 52 a\u00f1os de creaci\u00f3n, que ha dado lugar a una oferta de batido con dicho nombre\u00a0\u00a0junto a tradicionales productos\u00a0de los men\u00fas\u00a0\u00a0boards y que ha tenido una imprevisible, por su \u00e9xito rotundo, respuesta\u00a0en el mercado.<\/p>\n\n\n\n<p>Suced\u00eda el d\u00eda despu\u00e9s, 13 de junio, cuando el tiktokker, Austin Frazier, sub\u00eda a la red un video donde aparec\u00eda tomando el aludido shake; pero, inmediatamente, ca\u00eda al suelo fulminado, se interpreta, por haberlo bebido. De repente, el video fue abierto por nada menos que por 3,5 millones de navegantes y miles de ellos, b\u00e1sicamente pertenecientes a la generaci\u00f3n Z, comenzaron a subir\u00a0\u00a0m\u00e1s videos, con escenas y perfomance m\u00e1s propios de los films donde aparecen Freddy Krueger, Jason Voorhees o Charles Lee Ray, que han hecho a\u00a0<em>Grimace Shake<\/em>\u00a0\u00a0tan viral como para que hayan visitado esas p\u00e1ginas, \u00a14.000 millones de usuarios de la RRSS!.<\/p>\n\n\n\n<p>Los directivos de Mc Donald\u00b4s no daban cr\u00e9dito a que,\u00a0\u00a0lo que antes hubiera sido interpretado como kitsch o de mal gusto, se aceptara dentro de los canones del marketing\u00a0emocional, o de la nostalgia,\u00a0y diera lugar, como manifestaba Guillaume Huin, director de redes sociales\u00a0de Mc Donald\u00b4s,\u00a0\u00a0a que la compa\u00f1\u00eda expusiera la idea y la generaci\u00f3n Z\u00a0\u00a0hiciera lo dem\u00e1s, a trav\u00e9s del hecho conocido como \u201cestrategia de contenidos generados por el propio usuario\u201d, dotada adem\u00e1s de creatividad brillante, diversi\u00f3n sin l\u00edmites y humor (negro), jugando con una notoria marca, que atesora\u00a0el morado peluche, capaz de\u00a0evocar sentimientos positivos entre los consumidores y lograr una conexi\u00f3n emocional entre s\u00ed.<\/p>\n\n\n\n<p>\u201cEste fen\u00f3meno viral es otra prueba m\u00e1s del poder del marketing\u00a0\u00a0practicado por Mc Donald\u00b4s en la actualidad\u201d dec\u00eda su CEO, aprovechando, a finales de julio, la presentaci\u00f3n de resultados del\u00a0\u00a02T 2023 y que contempla\u00a0un\u00a0crecimiento del orden del 12% en las ventas, con relaci\u00f3n a igual per\u00edodo del 2022 y de dar la noticia que la divisi\u00f3n New Business Ventures de la compa\u00f1\u00eda, tiene a punto el lanzamiento de un nuevo formato de local bajo la marca CosMc\u00b4s; nombre de otro de los personajes de McDonaldland\u00a0( Hamburglar, Birdie, The Professor o los\u00a0\u00a0Fry Kid,\u00a0siempre con Roland entre ellos) y que hab\u00eda aparecido en spots y promociones junto a\u00a0\u00a0sus \u201ccolegas\u201d.<\/p>\n\n\n\n<p>CosMc, medio ali\u00e9nigena medio robot, etiquetar\u00e1 un local de formato m\u00e1s peque\u00f1o\u00a0que apostar\u00e1 por el segmento de demanda que\u00a0comprende el food delivery y el take away, por lo que no pretende tener la dimensi\u00f3n media de los locales ordinarios que\u00a0ir\u00e1n abriendo en 2023 (hay previsto 1.900)\u00a0y previendo aparecer en algunas poblaciones de los EEUU como Rockwell, en Nuevo M\u00e9xico.<\/p>\n\n\n\n<p>\u00bfLlegar\u00e1 CosMc a poseer el gancho de Grimace?  La generaci\u00f3n Z ha demostrado que lo imprevisible le \u201cpone\u201d. La pelota est\u00e1 en el alero. Habr\u00e1 que esperar a su reacci\u00f3n y ver si, de nuevo, dar\u00e1n una lecci\u00f3n en el arte de lograr conectar con la\u00a0\u00a0nueva marca y hacerla viral.<\/p>","protected":false},"excerpt":{"rendered":"<p>El pasado verano del 23 ser\u00e1 recordado por el CEO de Mc Donald\u00b4s, Chris Kempczinski\u00a0\u00a0y su equipo\u00a0\u00a0de colaboradores, como aquel en que, sus propios\u00a0\u00a0seguidores, empujaron las ventas como consecuencia de su directo protagonismo en la notoriedad adquirida\u00a0por la promoci\u00f3n denominada\u00a0Grimace Shake, basada&#8230;<\/p>","protected":false},"author":1,"featured_media":1460,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-1459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-lo-mario"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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