{"id":123111,"date":"2021-03-30T13:05:17","date_gmt":"2021-03-30T11:05:17","guid":{"rendered":"https:\/\/ipmark.com\/?p=123111"},"modified":"2021-03-30T15:18:43","modified_gmt":"2021-03-30T13:18:43","slug":"netflix-convierte-hotel-riu-plaza-de-espana-en-pantalla-exterior","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=123111","title":{"rendered":"Netflix transforma la fachada del Riu Plaza de Espa\u00f1a en una pantalla exterior"},"content":{"rendered":"<p><strong>El emblem\u00e1tico edificio de Plaza Espa\u00f1a, actualmente el Hotel Riu, se ha convertido en un soporte publicitario exterior m\u00e1s en la \u00faltima campa\u00f1a de Netflix, al transformar sus 238 ventanas exteriores en p\u00edxeles luminosos que han logrado registrar m\u00e1s de 16 millones de impresiones en redes sociales.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Para anunciar el lanzamiento de su nueva serie, Sky Rojo, la plataforma de v\u00eddeo bajo demanda ha vuelto a confiar en los soportes exterior y digital para obtener la repercusi\u00f3n deseada en su p\u00fablico objetivo, y en sus partners creativos, <strong>Pixel and Pixel<\/strong> y <strong>Alma Mediaplus<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBusc\u00e1bamos algo diferente, notorio, innovador, que generara conversaci\u00f3n en torno al evento y la motivaci\u00f3n suficiente para no perderse la serie. Hemos querido reflejar la potencia y la intensidad que los usuarios iban a poder vivir en cada uno de los cap\u00edtulos de la primera temporada de Sky Rojo, colocando la campa\u00f1a a la altura de una serie con esta ambici\u00f3n\u201d, se\u00f1alan desde ambas agencias.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La idea creativa se centr\u00f3 en dos de los recursos utilizados en la serie. Por un lado, la luz y sus efectos para crear ambientes afines a la trama; y el rojo, la velocidad, la oscuridad en contraste con la fuerza y el dinamismo lum\u00ednico.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para ello, el emblem\u00e1tico edificio de la Plaza de Espa\u00f1a de Madrid &#8211; actual Hotel Riu-, se convirti\u00f3 durante cinco d\u00edas en la plataforma OOH perfecta para conseguir la visibilidad y la espectacularidad requeridas, explican.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed, <strong>238 ventanas exteriores del edificio se convirtieron en p\u00edxeles luminosos<\/strong>, emitiendo mensajes din\u00e1micos pre y post lanzamiento de la serie y haciendo<strong> uso de cerca de 80.000 w<\/strong> <strong>diarios,<\/strong> desde las ocho de la tarde hasta la medianoche. Lo que llev\u00f3 a generar en pocas horas m\u00e1s de 16 millones de impresiones en redes sociales.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"HOTEL RIU DE PLAZA DE ESPA\u00d1A SE TRANSFORMA EN SOPORTE PUBLICITARIO\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/kWkbCDG3zMQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s, como refuerzo de la campa\u00f1a, se activaron dos acciones especiales de gran impacto en exterior. Por un lado, el vinilado lineal de 205 metros del Pasillo Moneo de la estaci\u00f3n del AVE de Atocha &#8211; donde se ha empleado por primera vez vinilos opacantes en las arcadas de la estaci\u00f3n, se ha conseguido vinilar dos tramos del pasillo de forma simult\u00e1nea e introducido sonido- y la lona publicitaria de la Plaza de Col\u00f3n, la lona m\u00e1s grande a nivel nacional.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Para el anuncio del estreno de su nueva serie, Sky Rojo, Pixel and Pixel y Alma MediaPlus idearon la transformaci\u00f3n del emblem\u00e1tico edificio en un soporte publicitario. <\/p>\n","protected":false},"author":29,"featured_media":123120,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[323,50],"class_list":["post-123111","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-exterior","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Netflix convierte el Hotel Riu de Plaza de Espa\u00f1a en una pantalla exterior<\/title>\n<meta name=\"description\" content=\"Para el anuncio de Sky Rojo, Pixel and Pixel y Alma MediaPlus idearon la transformaci\u00f3n del emblem\u00e1tico edificio en un soporte publicitario.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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