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Influencers digitales ¿la nueva apuesta de las marcas?

31 de enero de 2019

La sociedad cada vez está más digitalizada. Vivimos rodeados de un mundo virtual cada vez más tecnológico en el que sólo vale sorprender con algo nuevo. La inteligencia artificial está evolucionando rápidamente, llegando a extremos que serían inimaginables hace años. Cómo muestra de este avance están los modelos e influencers digitales. Personajes que no existen en la realidad, pero que son seguidos por millones de personas en sus redes sociales. Aunque ellos no existan físicamente, los productos que muestran existen en la vida real y puedes hacerte con ellos.

Las campañas de marketing más exitosas cuentan con influencers con voz humana, real y auténtica, creando una conexión emocional con sus seguidores. Pero este nuevo embajador de marca ya no camina por las calles, asiste a eventos o colabora con importantes marcas. La reciente llegada de estos personajes creados con inteligencia artificial da un giro a todos los esquemas hasta ahora planteados. Personajes que ganan importantes cantidades de dinero gracias a firmas que les pagan por promocionar y dar publicidad a sus productos a través de las redes sociales.

A los influencers digitales sólo les falta ser de carne y hueso. Han sido creados y diseñados por estudios y firmas como proyectos de arte digital o marketing, generando tanta expectación como followers, en contrapartida con sus competidores reales. Estos nuevos embajadores virtuales están revolucionando las redes sociales y también sectores como la moda o lifestyle. Debido a su alto número de seguidores, grandes marcas buscan en ellos promocionar sus productos. Muchos de ellos no están diseñados inicialmente para este trabajo, pero por su extrema popularidad ya han atraído a diversas compañías que buscan acuerdos de colaboración.

Es muy importante crear una conexión única a través de la autenticidad y el compromiso, ¿puede la inteligencia artificial crear una conexión real con sus seguidores? Este es un tema muy poderoso para la marca. El influencer debe conocer bien a sus usuarios, lo que les gusta o lo que no, etc. Las tecnologías sensoriales tienen un papel importante en este ámbito y podrán generar un gran impacto.

La primera influencer virtual tiene nombre y apellido: Lil Miquela (@lilmiquela). Grandes marcas han trabajado con ella como estrategia de comunicación de sus marcas. Detrás de estos personajes virtuales existe un equipo de especialistas en robótica, inteligencia artificial y marketing. Sus apariencias renderizadas no han supuesto ningún inconveniente para ganar nuevos followers y tener engagement.

Balance Productions


Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

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Expresión

 

Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

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JanOff

Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

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Kunst Deco


Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

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Moonflower Technologies


Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

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Next Studio


Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.

 

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OnOff Audiovisuals


Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

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Stands XL


Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

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