2 de febrero de 2011

Misión cumplida: les regalamos publicidad

The Economist, a través de su popular blog Prospero, señala claramente las razones por las cuales el programa de televisión Top Gear decidió entrar en una controversia inexistente (hasta ese entonces).

Aquí parte de la explicación:

... One of the oldest ruses in marketing is to create a controversy that generates more exposure through newspaper column-inches than you could hope to buy through conventional advertising...

In this spirit, the writers of "Top Gear" scripted a two-minute section of this week’s programme in which the braying presenters made a series of rude comments about Mexico. Richard Hammond, one of the show's presenters, observed that Mexican sports cars were like Mexicans themselves: "lazy, feckless, flatulent, overweight, leaning against a fence asleep looking at a cactus with a blanket with a hole in the middle on as a coat." In case the ploy wasn’t obvious enough, they ended by saying that they wouldn’t get any complaints, “because at the Mexican embassy, the ambassador’s going to be sitting there [asleep] with a remote control... They won’t complain, it’s fine.”

Of course, the Mexican ambassador did complain... The tired old programme has now got itself a mention in every British newspaper. Mission accomplished.

Aquí la fuente.

¿Y si la próxima ocasión evitamos caer en su juego y hacemos caso omiso?


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