{"id":90985,"date":"2020-01-22T12:42:51","date_gmt":"2020-01-22T10:42:51","guid":{"rendered":"https:\/\/ipmark.com\/?p=90985"},"modified":"2020-07-28T11:27:30","modified_gmt":"2020-07-28T10:27:30","slug":"foxtel-y-mindshare-sidney-warc-media-awards","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=90985","title":{"rendered":"El uso de la tecnolog\u00eda de Foxtel y Mindshare Sidney, gran premio en los WARC Media Awards 2019"},"content":{"rendered":"
\"La
La campa\u00f1a de Foxtel y Mindshare Sidney ha obtenido el Gran Premio en la categor\u00eda ‘Uso efectivo de la tecnolog\u00eda’ de los WARC Media Awards<\/figcaption><\/figure>\n

La cadena de televisi\u00f3n de pago australiana Foxtel, junto a la agencia Mindshare S\u00eddney, ha recibido el gran premio WARC Media Awards en la categor\u00eda de \u2018Uso efectivo de la tecnolog\u00eda\u2019 gracias a la puesta en marcha de un comentarista basado en Inteligencia Artificial (IA) que ayudaba al operador a captar a un mayor volumen de suscriptores.\u00a0<\/strong><\/p>\n

Junto al gran premio, el jurado de los WARC Media Awards 2019<\/strong><\/a> – y que ha estado presidido por la directora de marketing y de medios global de Diageo, Isabel Massey<\/strong> -, ha entregado dos oros, dos platas y tres bronces<\/strong>, reconociendo en total ocho trabajos creativos en los que la tecnolog\u00eda ha contribuido al \u00e9xito de la campa\u00f1a.\u00a0<\/span><\/p>\n

El trabajo vencedor, conocido como \u2018Monty, el primer comentarista predictivo basado en IA del mundo\u2019<\/strong>, persegu\u00eda animar a los usuarios a pagar por ver cricket, un producto por el que hasta ahora hab\u00edan disfrutado de forma gratuita. Anunciante y agencia dise\u00f1aron un modelo personalizado basado en \u2018machine learning\u2019 que consegu\u00eda predecir cu\u00e1ndo caer\u00edan los postes en los juegos en directo. Un juego que anim\u00f3 a incrementar las ventas en un 18%<\/strong> y que el canal Fox Cricket liderase en cuota de pantalla.\u00a0<\/span><\/p>\n

Por su parte, las campa\u00f1as \u2018Blend-in\u2019 de MediaCom Connections Israel para Pantene<\/strong>, y \u2018The Irreplaceable Home\u2019 de PHD Hong Kong para Knorr<\/strong> se llevaron el oro. Dos premios plata recayeron en \u2018AI Baby Expert\u2019 de Mindshare China para Jinlingguan<\/strong> y \u2018The Secret Menu\u2019, de PHD China para Google Traductor<\/strong>. El jurado entreg\u00f3 tres bronces a los trabajos \u2018Capacity-Based McDelivery 2.0\u2019 de OMD Singapur para McDonalds<\/strong>; \u2018QQ Dancing\u2019, de Mindshare China para Maybelline<\/strong>; y \u2018United Against Abuse\u2019, de MediaCom para Danner<\/strong>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

La cadena de televisi\u00f3n de pago australiana Foxtel, junto a la agencia Mindshare S\u00eddney, ha recibido el gran premio WARC<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5900],"tags":[],"class_list":["post-90985","post","type-post","status-publish","format-standard","hentry","category-festivales"],"acf":[],"yoast_head":"\nEl uso de la tecnolog\u00eda de Foxtel y Mindshare Sidney, gran premio en los WARC Media Awards 2019<\/title>\n<meta name=\"description\" content=\"La campa\u00f1a de Foxtel y Mindshare Sidney ha obtenido el Gran Premio en la categor\u00eda 'Uso efectivo de la tecnolog\u00eda' de los WARC Media Awards 2019.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=90985\" 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