{"id":16711,"date":"2023-09-13T12:11:41","date_gmt":"2023-09-13T15:11:41","guid":{"rendered":"http:\/\/18.228.156.244\/latcom\/?p=16711"},"modified":"2023-11-10T13:45:50","modified_gmt":"2023-11-10T16:45:50","slug":"new-entertainment-strategies-the-disney-case","status":"publish","type":"post","link":"https:\/\/latcom.com\/latcom\/en\/new-entertainment-strategies-the-disney-case\/","title":{"rendered":"New entertainment strategies: The DISNEY case"},"content":{"rendered":"<style>.elementor-16711 .elementor-element.elementor-element-87cc707{--display:flex;--flex-direction:row;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:100%;--container-widget-flex-grow:1;--container-widget-align-self:stretch;--flex-wrap-mobile:wrap;--align-items:stretch;--gap:0px 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.elementor-widget-text-editor.elementor-drop-cap-view-default .elementor-drop-cap{color:var( --e-global-color-primary );border-color:var( --e-global-color-primary );}@media(min-width:768px){.elementor-16711 .elementor-element.elementor-element-aac3e05{--width:15%;}.elementor-16711 .elementor-element.elementor-element-d5bd71c{--width:15%;}}@media(max-width:767px){.elementor-16711 .elementor-element.elementor-element-87cc707{--padding-top:10px;--padding-bottom:10px;--padding-left:0px;--padding-right:0px;}.elementor-16711 .elementor-element.elementor-element-aac3e05{--width:100%;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}.elementor-16711 .elementor-element.elementor-element-3699a23.elementor-element{--align-self:center;}.elementor-16711 .elementor-element.elementor-element-cebcb0a{--width:100%;--align-items:center;--container-widget-width:calc( ( 1 - var( 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data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-pop\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">&lt;&lt; Go Back<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cebcb0a e-con-full e-flex e-con e-child\" data-id=\"cebcb0a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fc874c0 elementor-widget elementor-widget-jkit_post_title\" data-id=\"fc874c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_post_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-post-title jeg_module___69ecdc9dcf25c\" ><h2 class=\"post-title style-color \">New entertainment strategies: The DISNEY case<\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d5bd71c e-con-full e-flex e-con e-child\" data-id=\"d5bd71c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4e2004aa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4e2004aa\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3cbf10d\" data-id=\"3cbf10d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d8bf73a elementor-widget elementor-widget-jkit_post_featured_image\" data-id=\"d8bf73a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_post_featured_image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-post-featured-image jeg_module__1_69ecdc9dcf9f1\" ><div class=\"post-featured-image \"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"700\" src=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/las-nuevas-estrategias-del-entretenimiento-caso-disney.jpg\" class=\"attachment-full size-full wp-post-image\" alt=\"\" srcset=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/las-nuevas-estrategias-del-entretenimiento-caso-disney.jpg 1200w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/las-nuevas-estrategias-del-entretenimiento-caso-disney-300x175.jpg 300w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/las-nuevas-estrategias-del-entretenimiento-caso-disney-1024x597.jpg 1024w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/las-nuevas-estrategias-del-entretenimiento-caso-disney-768x448.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" title=\"\"><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fcafc8b elementor-widget elementor-widget-text-editor\" data-id=\"6fcafc8b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong><em>How LATCOM designed the successful communication strategy for the new films and empowered the world\u2019s largest entertainment company.<\/em><\/strong><\/p><p>The premieres of Toy Story 4 and The Lion King quickly broke audience records, becoming some of the highest grossing films so far this year. To position these releases, the North American company followed the advice and strategic guidance of Latcom, a company specialized in Out of Home Advertising (OOH).<\/p><p>Para logar un plan de acci\u00f3n se debi\u00f3 analizar previamente los nuevos retos en el mundo del entretenimiento, la To develop an action plan, the company analyzed new challenges in the entertainment world, current market demand and changes in the way movies are consumed. It was also necessary to face the challenges presented by the target, on the one hand, connect emotionally with those that saw the original Lion King; and on the other, seduce Toy Story fans who considered that the trilogy was enough or that there was a potential to ruin the story.<\/p><p>The objectives were generating awareness with target audiences: centennials, millennials, families and fans; and position the films as \u201cmust see events.\u201d Based on this, Latcom devised the strategy based on the study of the consumer journey, identifying the key points for the campaign which was structured in four OOH advertising modules and a mobile component as complement. Valent\u00edn Bueno, CEO of Latcom, commented: \u201cIt wasn\u2019t just buying media and nothing else, but doing a very in-depth analysis of the consumer behavior of the different audiences in Latin America and the different Targets that make up that audience.\u201d<\/p><p>Adapting each content for each target type, working on the familiar characters and introducing the new ones to be loved by the public. Bueno said:\u201cEach target has a different point of contact with Out of Home media. For example, in the case of children whom are a very difficult target audience to reach, we had to generate special networks close to the areas they frequent.\u201d<\/p><p>The campaigns were executed in Buenos Aires, Gran Buenos Aires, C\u00f3rdoba, Rosario, Mendoza, San Pablo, Rio de Janeiro, Mexico City, Guadalajara, Monterrey and Puebla. A mobile component was included at some of the target\u2019s points of interest to reinforce the main communication. Static images and gifs led traffic to the campaign\u2019s website and geofencing technology covered a radius between 100 and 500 meters of places that had a concentration of the desired target audience such as schools, sports clubs, parks, cinemas and shopping malls, among others.\u201cCities can be transformed into a hub for entertainment distribution and access to all kinds of content worldwide. This system has great potential and I think we can contribute a lot to it. Making this campaign for iconic movies like Toy Story and The Lion King was a great source of pride and had excellent results in all markets,\u201d Bueno concluded.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1768,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[629],"tags":[],"class_list":["post-16711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"lang":"en","translations":{"en":16711,"es":1767,"pt":16719},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts\/16711","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/comments?post=16711"}],"version-history":[{"count":11,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts\/16711\/revisions"}],"predecessor-version":[{"id":23121,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts\/16711\/revisions\/23121"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/media\/1768"}],"wp:attachment":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/media?parent=16711"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/categories?post=16711"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/tags?post=16711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}