{"id":9862,"date":"2021-03-08T17:07:05","date_gmt":"2021-03-08T20:07:05","guid":{"rendered":"https:\/\/www.projetopack.com.br\/?p=9862"},"modified":"2021-04-27T01:53:30","modified_gmt":"2021-04-27T04:53:30","slug":"online2offline-embalagens-de-mms-que-ativam-playlists-do-spotify","status":"publish","type":"post","link":"https:\/\/projetopack.com.br\/en\/online2offline-embalagens-de-mms-que-ativam-playlists-do-spotify\/","title":{"rendered":"Online2Offline: embalagens de M&#038;M&#8217;s que ativam playlists do Spotify"},"content":{"rendered":"<p>Em in\u00fameras palestras de futurologistas, ouvimos em un\u00edssono que uma forte tend\u00eancia do mundo moderno \u00e9 que as experi\u00eancias das pessoas comecem no mundo virtual e continuem no mundo real (e vice-versa).<\/p>\n\n\n\n<p>A descolada e jovial marca de chocolates &#8220;<a href=\"https:\/\/www.thrillist.com\/news\/nation\/mm-inspirational-message-packs-spotify-playlists\" target=\"_blank\" rel=\"noreferrer noopener\">M&amp;M&#8217;s<\/a>&#8221; inova justamente a\u00ed, ao trazer <a href=\"https:\/\/www.mms.com\/mms-messages\" target=\"_blank\" rel=\"noreferrer noopener\">28 mensagens distintas<\/a> impressas nas embalagens de chocolate ao leite, amendoim, manteiga de amendoim, caramelo e outras variedades vendidas no mercado norte-americano.<\/p>\n\n\n\n<p>Red, o amendoim com personalidade irrit\u00e1vel afirma, em uma das embalagens &#8220;Somos todos vencedores, exceto os perdedores&#8221;. <strong>Yellow<\/strong>, o otimista ing\u00eanuo, dispara: &#8220;Sinto falta da sua cara&#8221;. <strong>Orange<\/strong>, nervoso por estar prestes a ser comido, quebra a quarta parede com a frase &#8220;Abra somente em caso de emerg\u00eancia&#8221;. <strong>Blue<\/strong> ironiza com &#8220;Tenha um \u00f3timo dia fingindo que est\u00e1 trabalhando&#8221; e assim por diante. Todo o &#8220;c\u00e2none&#8221; dos amendoins coloridos falantes aparece com frases divertidas nos pacotes flowpack da <a href=\"https:\/\/bra.mars.com\" target=\"_blank\" rel=\"noreferrer noopener\">Mars<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>At\u00e9 a\u00ed, o ainda surpreendente tipo de campanha de embalagens segmentadas, que pode ser feito em sistemas de impress\u00e3o anal\u00f3gicos e ganha novas possibilidades quando impressos com dados vari\u00e1veis em digital.<\/p><\/blockquote><\/figure>\n\n\n\n<p>A grande sacada \u00e9 que os pacotinhos est\u00e3o associados a listas de reprodu\u00e7\u00e3o do <a href=\"https:\/\/open.spotify.com\/album\/5HXg4hBzCRevUwXT1ihDoX\" target=\"_blank\" rel=\"noreferrer noopener\">player Spotify<\/a> &#8211; o que certamente proporcionar\u00e1 uma experi\u00eancia imersiva diferente, divertida e de alto engajamento aos seus consumidores.<\/p>\n\n\n\n<p>Assim como as mensagens visam evocar sentimentos dos personagens de M&amp;M&#8217;s e torn\u00e1-los ainda mais &#8220;humanos&#8221; (o que certamente aumentaria a identifica\u00e7\u00e3o dos consumidores com as suas personalidades, gerando empatia), as m\u00fasicas combinadas das playlists apenas intensificam os resultados da campanha. &#8220;Slay Girl&#8221;, por exemplo, est\u00e1 vinculada a uma lista de reprodu\u00e7\u00e3o repleta de poderosas artistas femininas.<\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-background-color has-background\">Dentro do marketing sensorial, &#8220;<a href=\"https:\/\/bananas.mus.br\/blog\/o-que-e-music-branding-e-como-a-musica-ajuda-a-vender-mais\" target=\"_blank\" rel=\"noreferrer noopener\">music branding<\/a>&#8221; \u00e9 algo que tende a crescer cada vez mais, com a populariza\u00e7\u00e3o dos servi\u00e7os de streaming de m\u00fasica, os smartphones e os fones e headsets cada vez mais avan\u00e7ados e acess\u00edveis ao p\u00fablico.<\/p>\n\n\n\n<p>E a embalagem, caros amigos, \u00e9 uma m\u00eddia sensacional para conectar os dois mundos.<\/p>","protected":false},"excerpt":{"rendered":"<p>Embalagens que ativam playlists no Spotify: bem-vindos ao musuc marketing no setor de embalagens<\/p>","protected":false},"author":18,"featured_media":9865,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[344],"tags":[626,629,631],"class_list":["post-9862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opiniao","tag-marcas","tag-marketing-sensorial","tag-music-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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