{"id":19199,"date":"2014-11-13T09:51:20","date_gmt":"2014-11-13T15:51:20","guid":{"rendered":"http:\/\/www.kalot.com.mx\/?p=19199"},"modified":"2014-11-13T09:57:08","modified_gmt":"2014-11-13T15:57:08","slug":"caso-de-exito-de-marketing-tokio-hotel-y-su-asombrosa-adaptacion","status":"publish","type":"post","link":"https:\/\/kalot.com.mx\/site\/2014\/11\/13\/caso-de-exito-de-marketing-tokio-hotel-y-su-asombrosa-adaptacion\/","title":{"rendered":"Caso de \u00e9xito de Marketing, Tokio Hotel y su asombrosa adaptaci\u00f3n"},"content":{"rendered":"<p style=\"text-align: justify;\">Fue en el a\u00f1o 2007 cuando conoc\u00ed a estos chamacos Alemanes llamados <strong>Tokio Hotel<\/strong> con su famos\u00edsima canci\u00f3n\u00a0<span>&#8220;<\/span><b>Durch den Monsun<\/b><span>&#8221; o\u00a0&#8220;<b>Monsoon<\/b><span>&#8221; para los cuates \u00bfya los recordaron? por si todav\u00eda no le\u00a0hace ruido esta banda, les dejo su video para recordarlos y entender un poco m\u00e1s de\u00a0qu\u00e9 les platicar\u00e9 en este post.<\/span><\/span><\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class=\"youtube-player\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/Le_IyYLrUtQ?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=es-MX&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p style=\"text-align: justify;\">Pero, \u00bfqu\u00e9 tiene Tokio Hotel de interesante? son una banda integrada\u00a0por &#8220;Bill Kaulitz&#8221; (voz), &#8220;Tom Kaulitz&#8221; (guitarra), &#8220;Georg Listing&#8221; (bajo, teclados) y Gustav Sch\u00e4fer (bater\u00eda), los 4 chamacones tienen entre 24 y 26 a\u00f1os al d\u00eda de hoy. Esto quiere decir que en el 2007 cuando fue su mayor \u00e9xito ten\u00edan unos 17 a\u00f1os, y yo tambi\u00e9n.<\/p>\n<p style=\"text-align: justify;\">Les cuento que ayer 12 de NOV\u00a0me lanc\u00e9 a ver los Premios Telehit y \u00a1oh sorpresa! escuch\u00e9 que anunciaban a Tokio Hotel y me llam\u00f3 la atenci\u00f3n el imaginar c\u00f3mo se ver\u00edan en estos d\u00edas y pues, lo pueden ver ustedes mismos.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class=\"youtube-player\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/PaLRK_sXOVQ?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=es-MX&#038;autohide=2&#038;wmode=transparent&#038;listType=playlist&#038;list=UUgMQsT3peJwmPaND9k5rAiA\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p style=\"text-align: justify;\">Y por si todav\u00eda no han entendido el porque de mi sorpresa, les dejo un peque\u00f1o comparativo<\/p>\n<p style=\"text-align: justify;\">\n<figure id=\"attachment_19204\" aria-describedby=\"caption-attachment-19204\" style=\"width: 798px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/11\/add107.png\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"19204\" data-permalink=\"https:\/\/kalot.com.mx\/site\/2014\/11\/13\/caso-de-exito-de-marketing-tokio-hotel-y-su-asombrosa-adaptacion\/add107\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?fit=1600%2C1060&amp;ssl=1\" data-orig-size=\"1600,1060\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"add107\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?fit=300%2C199&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?fit=1024%2C678&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/11\/add107-1024x678.png?resize=798%2C528\" alt=\"TOKIO HOTEL 2007\" width=\"798\" height=\"528\" class=\"wp-image-19204 size-large\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=1024%2C678&amp;ssl=1 1024w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=768%2C509&amp;ssl=1 768w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=1536%2C1018&amp;ssl=1 1536w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=380%2C252&amp;ssl=1 380w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=800%2C530&amp;ssl=1 800w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=1160%2C769&amp;ssl=1 1160w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=300%2C199&amp;ssl=1 300w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=810%2C537&amp;ssl=1 810w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?resize=1140%2C755&amp;ssl=1 1140w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/add107.png?w=1600&amp;ssl=1 1600w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><\/a><figcaption id=\"caption-attachment-19204\" class=\"wp-caption-text\">TOKIO HOTEL 2007<\/figcaption><\/figure>\n<figure id=\"attachment_19203\" aria-describedby=\"caption-attachment-19203\" style=\"width: 798px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"19203\" data-permalink=\"https:\/\/kalot.com.mx\/site\/2014\/11\/13\/caso-de-exito-de-marketing-tokio-hotel-y-su-asombrosa-adaptacion\/_tokiohotel-kingsofsuburbia\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?fit=1600%2C1000&amp;ssl=1\" data-orig-size=\"1600,1000\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"_TokioHotel-KingsOfSuburbia\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?fit=300%2C188&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?fit=1024%2C640&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia-1024x640.jpg?resize=798%2C498\" alt=\"TOKIO HOTEL 2014\" width=\"798\" height=\"498\" class=\"wp-image-19203 size-large\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=1024%2C640&amp;ssl=1 1024w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=768%2C480&amp;ssl=1 768w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=1536%2C960&amp;ssl=1 1536w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=380%2C238&amp;ssl=1 380w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=800%2C500&amp;ssl=1 800w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=1160%2C725&amp;ssl=1 1160w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=1140%2C713&amp;ssl=1 1140w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=300%2C188&amp;ssl=1 300w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?resize=810%2C506&amp;ssl=1 810w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/11\/TokioHotel-KingsOfSuburbia.jpg?w=1600&amp;ssl=1 1600w\" sizes=\"(max-width: 798px) 100vw, 798px\" \/><\/a><figcaption id=\"caption-attachment-19203\" class=\"wp-caption-text\">TOKIO HOTEL 2014<\/figcaption><\/figure>\n<p style=\"text-align: justify;\">Ahora si, \u00bfse sintieron viejos como yo cuando los vi?<\/p>\n<p style=\"text-align: justify;\">La industria del entretenimiento y en particular la m\u00fasica son, en lo personal, de los m\u00e1s grandes monstruos que existen respecto a Marketing. La creaci\u00f3n de estrategias, selecci\u00f3n de target, lanzamientos, reposicionamiento y creaci\u00f3n de una &#8220;marca&#8221;o artista, adem\u00e1s de los esfuerzos para distribuir determinado material son algo que realmente yo admiro.<\/p>\n<p style=\"text-align: justify;\">En esta ocasi\u00f3n me sorprendi\u00f3 lo que hicieron con <strong>Tokio Hotel<\/strong>, ellos pertenecen actualmente con Universal Music y el reposicionamiento que lograron con su nueva imagen es impresionante. Estamos hablando de un grupo que tiene casi 10 a\u00f1os de trayectoria y pr\u00e1cticamente ha tocado a 3 diferentes generaciones y las que les faltan, la mayor\u00eda de los asistentes que hab\u00eda en los Premios Telehit se encuentran en edades menores a 18 a\u00f1os, por lo que su nuevo target se encuentra en un segmento parecido que idolatra al mism\u00edsimo Justin Bieber y similares. La adaptaci\u00f3n que lograron hacer con Tokio Hotel es muy radical, siguen &#8220;conservando&#8221; su estilo RARO o extremadamente alternativo con un g\u00e9nero \u00a0considerado como POP-ROCK, que realmente le tira m\u00e1s a la onda ELECTRO-POP o similares. El estilo, la forma de vestir, el formato que manejan en general y su constante aparici\u00f3n en redes sociales le han dado a Tokio Hotel un giro y estilo fresco que concuerde con las generaciones actuales. No s\u00e9 si es percepci\u00f3n sesgada o si realmente tengo raz\u00f3n, pero creo que las generaciones que al d\u00eda de hoy tienen menos de 18 a\u00f1os son m\u00e1s efusivas, intensas y apegadas con los artistas que idolatran; tal vez sea que el MKT en la m\u00fasica sigue mejorando y cada vez es m\u00e1s f\u00e1cil leer e interpretar a los segmentos que la componen.<\/p>\n<p style=\"text-align: justify;\">\u00bfConocen la nueva m\u00fasica de Tokio Hotel? a mi si me gustaban cuando ten\u00eda su misma edad y ahora que los vi en vivo siento que son una banda muy digerible y con un enfoque diferente al &#8220;EMO&#8221; que tuvieron en su momento hace algunos a\u00f1os<\/p>\n","protected":false},"excerpt":{"rendered":"Fue en el a\u00f1o 2007 cuando conoc\u00ed a estos chamacos Alemanes llamados Tokio Hotel con su famos\u00edsima canci\u00f3n\u00a0&#8220;Durch&hellip;\n","protected":false},"author":1,"featured_media":19203,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[],"tags":[],"class_list":{"0":"post-19199","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"cs-entry","8":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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