{"id":2829,"date":"2013-10-01T15:00:48","date_gmt":"2013-10-01T20:00:48","guid":{"rendered":"http:\/\/www.kalot.com.mx\/?p=2829"},"modified":"2013-11-03T18:19:29","modified_gmt":"2013-11-04T00:19:29","slug":"ambush-marketing-underarmour","status":"publish","type":"post","link":"https:\/\/kalot.com.mx\/site\/2013\/10\/01\/ambush-marketing-underarmour\/","title":{"rendered":"El poder del Ambush Marketing, caso @UnderArmour"},"content":{"rendered":"<p style=\"text-align: justify\">\u00a1Hola Kalochas y Kalochos!<\/p>\n<p style=\"text-align: justify\">Ahora platicaremos, sobre el <strong>Ambush Marketing<\/strong> y el poder que representa, tomando como ejemplo el caso de la compa\u00f1\u00eda deportiva <strong>Under Armour<\/strong>.<\/p>\n<p style=\"text-align: justify\">En los eventos siempre hay un patrocinador oficial, con el <strong>ambush marketing<\/strong>, otras marcas buscan &#8220;colarse&#8221; de alguna manera en ese evento. Aprovechar la gran visibilidad que tiene, para colocar su marca sin ning\u00fan tipo de pago por patrocinio, es por eso que tambi\u00e9n se le conoce como &#8220;marketing parasitario.&#8221;<\/p>\n<p style=\"text-align: justify\">Los eventos m\u00e1s susceptibles, a \u00e9ste tipo de estrategia, son sin duda los deportivos. \u00bfRecuerdan la presentaci\u00f3n de <em>Mario G\u00f6tze<\/em> con el FC Bayern? o \u00bfCuando Li Ning enciende la antorcha en los <em>JO Beijing 2008<\/em>? En fin si se ponen a analizar ver\u00e1n que en el deporte, &#8220;se presta&#8221; para \u00e9ste tipo de estrategias.<\/p>\n<p style=\"text-align: justify\">Una de las m\u00e1s recientes, fue protagonizada por <strong>Under Armour<\/strong>, al infiltrarse en la NFL (Nike patrocinador oficial). Chris Smith periodista de la revista Forbes, puso a la vista de todos el posible caso de <strong>Ambush Marketing de Under Armour<\/strong> junto con uno de los principales embajadores de la NFL, el mariscal Cam Newton.<\/p>\n<figure id=\"attachment_2835\" aria-describedby=\"caption-attachment-2835\" style=\"width: 300px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2013\/10\/nfl.jpg\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"2835\" data-permalink=\"https:\/\/kalot.com.mx\/site\/2013\/10\/01\/ambush-marketing-underarmour\/nfl\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/10\/nfl.jpg?fit=400%2C257&amp;ssl=1\" data-orig-size=\"400,257\" 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;}\" data-image-title=\"Cam Newton NFL\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Cortes\u00eda: Marketing Deportivo&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/10\/nfl.jpg?fit=400%2C257&amp;ssl=1\" class=\"size-medium wp-image-2835\" alt=\"Under Armour\" src=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2013\/10\/nfl-300x192.jpg?resize=300%2C192\" width=\"300\" height=\"192\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/10\/nfl.jpg?resize=300%2C192&amp;ssl=1 300w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/10\/nfl.jpg?w=400&amp;ssl=1 400w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><figcaption id=\"caption-attachment-2835\" class=\"wp-caption-text\">Cortes\u00eda: <a href=\"http:\/\/www.marketingdeportivomd.com\/\">Marketing Deportivo<\/a><\/figcaption><\/figure>\n<p style=\"text-align: justify\">\u00c9ste utilizaba los broches del visor del casco, con el logo visible de <strong>Under Armour<\/strong>, que al ser mostrado de cerca el jugador en la televisi\u00f3n, Smith lo pudo observar y la noticia estall\u00f3 en redes sociales. La <strong>NFL<\/strong> tom\u00f3 la medida de multar a Newton con $10, 000 d\u00f3lares por infringir la regla de equipamiento de la liga.<\/p>\n<p style=\"text-align: justify\">La <strong>NFL<\/strong>, permite el uso de broches de otra marca, siempre y cuando los logos no sean visibles.\u00a0Dicen que por ser el logotipo negro, la mayor\u00eda de veces era utilizado en cascos negros, por lo que \u00a0no se apreciaba bien. \u00c9sta vez Newton utiliz\u00f3 un lindo casco blanco en el que se apreci\u00f3 perfectamente el logo de <strong>Under Armour<\/strong>.<\/p>\n<p style=\"text-align: justify\">Al parecer, \u00e9sto ya llevaba dos a\u00f1os y nadie se hab\u00eda dado cuenta. \u00a1Qu\u00e9 cosa! Se especula que el hecho de que la \u00a0<strong>NFL<\/strong> haya sido permisiva con la marca\u00a0\u00a0Under Armour, puede ser debido a que \u00e9sta patrocina un gran evento de la liga el <strong>&#8220;Scouting Combine&#8221;<\/strong> donde los jugadores de las universidades se muestran para ser seleccionados por alg\u00fan equipo.<\/p>\n<p style=\"text-align: justify\">Sean peras o sean manzanas, <strong>Under Armour<\/strong> logr\u00f3 infiltrar con visibilidad su marca dentro de \u00e9sta liga, \u00a0utilizando no s\u00f3lo a \u00e9ste, sino a por lo menos un par de jugadores m\u00e1s. Se habl\u00f3 de la marca y gener\u00f3 un gran alcance en redes sociales, adem\u00e1s de la exposici\u00f3n durante los juegos, particularmente en el que fue descubierto.<\/p>\n<p style=\"text-align: justify\">Sin duda el <strong>Ambush Marketing<\/strong>, tiene un gran poder, pero debe ser utilizado con inteligencia y cautela. Estar presentes en el momento justo y lograr el &#8220;boom&#8221;.<\/p>\n<p style=\"text-align: justify\">\u00bfQu\u00e9 creen ustedes? \u00bfApoyan \u00e9ste tipo de estrategias? \u00bfConocen alg\u00fan otro caso famoso que valga la pena recordar?<\/p>\n<p style=\"text-align: justify\">Gracias por leer <strong>Kalot.<\/strong>\u00a0\u00a1Sigan el blog y mant\u00e9nganse al d\u00eda!<\/p>\n<h6 id=\"fuente-de-la-nota-marketing-deportivo\" style=\"text-align: justify\">Fuente de la nota: <a href=\"http:\/\/www.marketingdeportivomd.com\/2013\/09\/under-armour-se-filtra-en-la-nfl-traves.html\">Marketing Deportivo<\/a><\/h6>\n<p style=\"text-align: justify\">\n","protected":false},"excerpt":{"rendered":"\u00a1Hola Kalochas y Kalochos! Ahora platicaremos, sobre el Ambush Marketing y el poder que representa, tomando como ejemplo&hellip;\n","protected":false},"author":24,"featured_media":5646,"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-2829","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El poder del Ambush Marketing, caso @UnderArmour - Kalot<\/title>\n<meta name=\"description\" content=\"\u00a1Hola Kalochas y Kalochos! 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Ahora formando parte de @KalotMx. El caf\u00e9 y las redes sociales son mi adicci\u00f3n.","sameAs":["http:\/\/www.mktlovers.wordpress.com","https:\/\/www.facebook.com\/karego22","https:\/\/x.com\/KareGo22"],"url":"https:\/\/kalot.com.mx\/site\/author\/kare\/"}]}},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/10\/under-armour-inc-logo.gif?fit=576%2C401&ssl=1","jetpack_shortlink":"https:\/\/wp.me\/p6IHEI-JD","jetpack-related-posts":[{"id":1294,"url":"https:\/\/kalot.com.mx\/site\/2013\/09\/10\/y-bueno-amigos-mexicanos-lo-importante-es-que-tenemos-salud\/","url_meta":{"origin":2829,"position":0},"title":"Y bueno amigos mexicanos, lo importante es que tenemos salud.","author":"Nancy Huerta","date":"10 septiembre, 2013","format":false,"excerpt":"Despu\u00e9s del encuentro que tuvo hace unos momentos la selecci\u00f3n Mexicana contra Estados Unidos, no queda nada m\u00e1s que decir, un partido que comenz\u00f3 bien, buenos remates, suficientes intentos para el gol, pero en la vida no bastan los intentos, todos sabemos que no ha sido el mejor a\u00f1o para\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/09\/562599-N.jpg?fit=710%2C485&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/09\/562599-N.jpg?fit=710%2C485&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/09\/562599-N.jpg?fit=710%2C485&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2013\/09\/562599-N.jpg?fit=710%2C485&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":15554,"url":"https:\/\/kalot.com.mx\/site\/2014\/04\/29\/ahora-ver-porno-tiene-buen-impacto-en-la-sociedad-gracias-a-pornhub\/","url_meta":{"origin":2829,"position":1},"title":"Con esta nueva campa\u00f1a sentir\u00e1s que contribuyes a mejorar la sociedad con cada video porno que ves en Pornhub","author":"Jorge Era\u00f1a","date":"29 abril, 2014","format":false,"excerpt":"As\u00ed es, por m\u00e1s extra\u00f1o que parezca los estrategas de Pornhub que es una p\u00e1gina de pornograf\u00eda han ideado un movimiento que pretende reforzar el \"marketing social\" por parte de la p\u00e1gina de videos porno. En el mes de abril se celebra el d\u00eda del \u00e1rbol por lo que la\u2026","rel":"","context":"En &quot;Sin categor\u00eda&quot;","block_context":{"text":"Sin categor\u00eda","link":"https:\/\/kalot.com.mx\/site\/category\/sin-categoria\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/04\/20140429-223547.jpg?fit=1134%2C608&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/04\/20140429-223547.jpg?fit=1134%2C608&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/04\/20140429-223547.jpg?fit=1134%2C608&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/04\/20140429-223547.jpg?fit=1134%2C608&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/04\/20140429-223547.jpg?fit=1134%2C608&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":13813,"url":"https:\/\/kalot.com.mx\/site\/2014\/03\/23\/apostando-por-el-pink-marketing\/","url_meta":{"origin":2829,"position":2},"title":"Apostando por el Pink Marketing","author":"Nora Salas","date":"23 marzo, 2014","format":false,"excerpt":"Hola, hoy les are la pregunta \u00bfSabes en realidad que es y para quien es el Pink Marketing? Pues hoy les compartir\u00e9 esta informaci\u00f3n que todo mercad\u00f3logo debe saber y para los que no son mercad\u00f3logos tambi\u00e9n deben saber ya que es algo que podemos llegar a observar y no\u2026","rel":"","context":"Entrada similar ","block_context":{"text":"Entrada similar ","link":""},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/03\/GLBT.jpg?fit=620%2C420&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/03\/GLBT.jpg?fit=620%2C420&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/03\/GLBT.jpg?fit=620%2C420&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":6765,"url":"https:\/\/kalot.com.mx\/site\/2013\/11\/19\/pantallas-curvas-algo-mas-que-solo-marketing\/","url_meta":{"origin":2829,"position":3},"title":"Pantallas curvas: Algo mas que solo Marketing","author":"Samuel Arriaga","date":"19 noviembre, 2013","format":false,"excerpt":"El surgimiento de las pantallas flexibles est\u00e1n marcando una nueva era de innovaci\u00f3n que ha llegado para quedarse. 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