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Blogolftrip: El Marketing experiencial en las redes sociales llega al mundo del Golf

Monday, May 7, 2012 @ 12:05 AM
Fernando Egido

Han pasado ya muchos años (16 para ser exactos) desde que Manuel Luque, en aquel entonces Director General de CAMP, se hiciera famoso con la célebre frase “Busque, Compare, y si encuentra algo mejor cómprelo“. El anuncio, que rompió moldes en la época y animaba a probar el producto, es el primer ejemplo claro de marketing experiencial que yo recuerdo. Un mensaje que intentaba despertar el interés por vivir la experiencia de comprobar si el detergente en cuestión era o no mejor que el de la competencia.

Mucho ha avanzado el marketing desde entonces, y en los últimos 5 o 6 años hemos vivido una generalización del marketing experiencial que ha llegado a todos los sectores. Pero a esa generalización tenemos que sumarle la explosión de la Web 2.0, que permite añadir una dimensión social a dichas experiencias. Si una imagen vale más que mil palabras, una experiencia vale más que mil imágenes e Internet y el social media permite ofrecer una visión agregada y socializada de todas ellas. Todo este universo de información  online que generan las experiencias, bien sea a través de post o comentarios en blogs, reviews en medios digitales o tweets, son una base fundamental sobre la que se sustentan las decisiones de compra de muchísimos ciudadanos.

En el sector turístico, la primera experiencia que recuerdo que mezclara el marketing experiencial y las redes sociales fue iniciativa de Minube.com. Corría el año 2009 cuando lanzaron su canal Minube.TV con el propósito de generar vídeos de estancias en diversos países a partir de experiencias reales de viajes. Pedro Jareño, de Minube.com y Juan Luis Polo, de Territorio Creativo, fueron los responsables de la creación del primer capítulo de esta WebTV y para ello se fueron a Jordania.No sólo narraron a través de las redes sociales el día a día del viaje, sino que también nos dejaron unos cuantos vídeos.

Ahora llega el turno del mundo del Golf, y por iniciativa de Alsur.es ha nacido Blogolftrip. Los #blogolftrips son viajes temáticos para descubrir y dar a conocer destinos de golf a través de redes sociales y están prioritariamente orientados al golf. Y su primer viaje tiene como destino Tenerife, gracias a la apuesta de Turismo de Tenerife y los socios de Tenerife Golf por este innovador formato. Gracias a estos patrocinadores, 16 afortunados tendremos la oportunidad de participar en el primer Blogolftrip que se celebrará entre el 11 y el 13 de Mayo, y en el que tendremos el placer de jugar en al menos 4 campos de golf de Tenerife.

Blogolftrip Tenerife

Entorno paradisiaco, buen clima y campos espectaculares. ¿Qué más se puede pedir?

 

Y digo tendremos porque la Organización ha tenido a bien aceptar mi candidatura para poder participar, lo cual me llena de alegría y también de responsabilidad para no defraudar las expectativas que en mí han puesto. Será sin duda una experiencia única, porque a un destino idílico, y unos campos maravillosos, hay que sumar el lujo de poder compartir este viaje con algunas de las personas que considero referentes el mundo del golf nacional en Internet, y a las cuales no he podido todavía desvirtualizar.

¡Sólo quedan 5 días!

 

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