{"id":5086,"date":"2019-01-29T11:21:22","date_gmt":"2019-01-29T14:21:22","guid":{"rendered":"https:\/\/elife.com.br\/?p=5086"},"modified":"2019-01-29T11:52:31","modified_gmt":"2019-01-29T14:52:31","slug":"qual-a-licao-do-chapolin-challenge-para-as-marcas","status":"publish","type":"post","link":"https:\/\/elife.com.br\/index.php\/2019\/01\/29\/qual-a-licao-do-chapolin-challenge-para-as-marcas\/","title":{"rendered":"Qual a li\u00e7\u00e3o do Chapolin Challenge para as marcas?"},"content":{"rendered":"<hr \/>\n<p><span style=\"font-weight: 400;\">Uma intera\u00e7\u00e3o espont\u00e2nea no Instagram este m\u00eas entre a <\/span><a href=\"https:\/\/www.instagram.com\/dominospizzabrasil\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">@dominospizzabrasil<\/span><\/a><span style=\"font-weight: 400;\"> e o <\/span><a href=\"https:\/\/www.instagram.com\/p\/BstlLU1g9Ci\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">@ChapolinSincero<\/span><\/a><span style=\"font-weight: 400;\"> trouxe uma li\u00e7\u00e3o importante para as marcas: entender e responder rapidamente a quest\u00f5es sociais pode desencadear uma percep\u00e7\u00e3o positiva para a marca. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tudo come\u00e7ou com uma brincadeira entre a pizzaria e o perfil, que impacta milh\u00f5es de seguidores diariamente, e que se transformou em a\u00e7\u00e3o social.<\/span><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/BstlLU1g9Ci\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5088\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2019\/01\/chapolin_1.jpg\" alt=\"\" width=\"400\" height=\"416\" \/><\/a> <a href=\"https:\/\/www.instagram.com\/p\/BstlLU1g9Ci\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5089\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2019\/01\/chapolin_2.jpg\" alt=\"\" width=\"369\" height=\"421\" \/><\/a><\/p>\n<p><i><span style=\"font-weight: 400;\">Clique na imagem para ver a publica\u00e7\u00e3o original<\/span><\/i><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">A marca aceitou a sugest\u00e3o do Chapolin de fazer o almo\u00e7o de algumas pessoas muito mais feliz, ativou a hashtag <\/span><b>#ChapolinChallenge<\/b><span style=\"font-weight: 400;\"> e distribuiu pizzas para moradores de rua no Rio de Janeiro, al\u00e9m de desafiar outras marcas a fazerem o mesmo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A primeira marca a se pronunciar foi o <\/span><a href=\"https:\/\/www.instagram.com\/p\/BpIh-WrHPkg\/\" target=\"_blank\" rel=\"noopener\"><b>Subway<\/b><\/a><span style=\"font-weight: 400;\">, que informou que j\u00e1 faz a a\u00e7\u00e3o Dia Mundial do Sandu\u00edche, em que todo o dinheiro arrecadado \u00e9 revertido para causas sociais. A publica\u00e7\u00e3o da a\u00e7\u00e3o teve 134 mil visualiza\u00e7\u00f5es. Em seguida, a<\/span> <a href=\"https:\/\/www.instagram.com\/p\/BsyyWcjneMI\/\" target=\"_blank\" rel=\"noopener\"><b>Pizza Hut<\/b><\/a> <span style=\"font-weight: 400;\">realizou o desafio, entregando pizzas e refrigerantes e alcan\u00e7ou 13,7 mil likes na publica\u00e7\u00e3o do Instagram. Marcas como <\/span><a href=\"https:\/\/www.instagram.com\/p\/Bs4G3fsBuQV\/\" target=\"_blank\" rel=\"noopener\"><b>McDonald\u2019s<\/b><\/a> <span style=\"font-weight: 400;\">(42 mil likes na publica\u00e7\u00e3o do Instagram) e <\/span><a href=\"https:\/\/www.instagram.com\/p\/Bs6guk9lRnj\/\" target=\"_blank\" rel=\"noopener\"><b>Burger King<\/b><\/a><span style=\"font-weight: 400;\"> (22 mil likes na publica\u00e7\u00e3o do Instagram) tamb\u00e9m entraram na onda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A a\u00e7\u00e3o atingiu outras \u00e1reas al\u00e9m da aliment\u00edcia; o <\/span><b>Vasco da Gama<\/b><span style=\"font-weight: 400;\"> por exemplo, distribuiu kits (snacks, biscoitos e camisas licenciadas) e postou no stories desafiando outros times de futebol.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Uma marca de sa\u00fade pet, a <\/span><a href=\"https:\/\/www.instagram.com\/p\/Bs62zimh_vM\/\" target=\"_blank\" rel=\"noopener\"><b>MSD Sa\u00fade Animal<\/b><\/a> <span style=\"font-weight: 400;\">(2 mil likes na publica\u00e7\u00e3o do Instagram), aplicou o medicamento Bravecto, que combate pulgas e carrapatos, nos c\u00e3es em situa\u00e7\u00e3o de rua.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A a\u00e7\u00e3o foi coordenada pela <\/span><b>Domino\u2019s<\/b><span style=\"font-weight: 400;\"> em parceria com equipe de Customer Experience da <\/span><b>Elife<\/b><span style=\"font-weight: 400;\">, com o uso da plataforma <\/span><b>Buzzmonitor<\/b><span style=\"font-weight: 400;\">. Al\u00e9m do ganho de imagem, a Domino\u2019s ganhou \u201ccapital social\u201dcom a a\u00e7\u00e3o. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">No Instagram, por exemplo, a marca que tinha aproximadamente <\/span><b>80 mil <\/b><span style=\"font-weight: 400;\">seguidores atingiu <\/span><b>114 mil <\/b><span style=\"font-weight: 400;\">em apenas uma semana. A hashtag <\/span><b>#ChapolinChallenge<\/b><span style=\"font-weight: 400;\"> teve<\/span><b> 667 publica\u00e7\u00f5es<\/b><span style=\"font-weight: 400;\"> na rede social e no <\/span><b>Twittter<\/b><span style=\"font-weight: 400;\"> esteve nos <\/span><b>Trending Topics por 2 horas<\/b><span style=\"font-weight: 400;\"> no dia 19\/1. A maioria dos coment\u00e1rios foram elogios e declara\u00e7\u00f5es de amor para a marca al\u00e9m de a parabenizar pela bel\u00edssima iniciativa.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5090 size-full\" src=\"https:\/\/elife.com.br\/wp-content\/uploads\/2019\/01\/chapolin_3.jpg\" alt=\"\" width=\"600\" height=\"296\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Portais como o <\/span><a href=\"https:\/\/g1.globo.com\/economia\/midia-e-marketing\/noticia\/2019\/01\/22\/desafio-no-instagram-leva-redes-de-fast-food-a-distribuirem-comida-para-moradores-de-rua.ghtml\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">G1<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/inteligenciademercado.blogfolha.uol.com.br\/2019\/01\/24\/dominos-pizza-hut-e-mcdonalds-doam-comida-a-moradores-de-rua-apos-desafio-no-instagram\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Folha de S\u00e3o Paulo<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.b9.com.br\/102577\/dominos-pizza-hut-e-outras-marcas-aceitam-desafio-no-instagram-e-distribuem-pizzas-a-moradores-de-rua\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">B9<\/span><\/a><span style=\"font-weight: 400;\"> e <\/span><a href=\"https:\/\/razoesparaacreditar.com\/cidadania\/dominos-chapolin-pizzas-moradores-rua\/?fbclid=IwAR1zARk6_G6VGHobzFVOHYL-LYNpRICh--act-rrAuW5PDx6IFzOvyi3n14\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Raz\u00f5es para Acreditar<\/span><\/a><span style=\"font-weight: 400;\"> divulgaram a a\u00e7\u00e3o social e o perfil <\/span><a href=\"https:\/\/www.facebook.com\/quebrandootabu\/posts\/2352864924769881?__tn__=-R\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Quebrando o Tabu<\/span><\/a><span style=\"font-weight: 400;\"> compartilhou o assunto, tendo 29 mil compartilhamentos no Facebook. A p\u00e1gina <\/span><a href=\"https:\/\/www.facebook.com\/saopaulodepre\/posts\/1225376644287191?__tn__=-R\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">S\u00e3o Paulo da Depress\u00e3o<\/span><\/a><span style=\"font-weight: 400;\"> contou com 56 mil compartilhamentos, al\u00e9m de uma <\/span><a href=\"https:\/\/www.facebook.com\/reilataline.saraiva\/posts\/2091615907586030?__tn__=-R\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">publica\u00e7\u00e3o<\/span><\/a><span style=\"font-weight: 400;\"> p\u00fablica com mais de 175 mil shares.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u00e7\u00f5es como esta mostram o quanto ajudar o pr\u00f3ximo emociona e o quanto o relacionamento em tempo real de marcas com a sociedade pode gerar impactos al\u00e9m do esperado e do planejado,\u00a0<\/span><span style=\"font-weight: 400;\">gerando <\/span><span style=\"font-weight: 400;\">empatia e proximidade entre stakeholders e empresas.<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><b>Joyce Carneiro<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Gerente de Projetos respons\u00e1vel pelo atendimento da conta Domino\u2019s <\/span><\/p><\/blockquote>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uma intera\u00e7\u00e3o espont\u00e2nea no Instagram este m\u00eas entre a @dominospizzabrasil e o @ChapolinSincero trouxe uma li\u00e7\u00e3o importante para as marcas: entender e responder rapidamente a quest\u00f5es sociais pode desencadear uma percep\u00e7\u00e3o positiva para a marca. Tudo come\u00e7ou com uma brincadeira entre a pizzaria e o perfil, que impacta milh\u00f5es de seguidores diariamente, e que se [&hellip;]<\/p>\n","protected":false},"author":20,"featured_media":5087,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[348,371,372],"class_list":["post-5086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-case","tag-chapolin-challenge","tag-dominos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qual a li\u00e7\u00e3o do Chapolin Challenge para as marcas? - Elife Brasil<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/elife.com.br\/index.php\/2019\/01\/29\/qual-a-licao-do-chapolin-challenge-para-as-marcas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qual a li\u00e7\u00e3o do Chapolin Challenge para as marcas? - Elife Brasil\" \/>\n<meta property=\"og:description\" content=\"Uma intera\u00e7\u00e3o espont\u00e2nea no Instagram este m\u00eas entre a @dominospizzabrasil e o @ChapolinSincero trouxe uma li\u00e7\u00e3o importante para as marcas: entender e responder rapidamente a quest\u00f5es sociais pode desencadear uma percep\u00e7\u00e3o positiva para a marca. 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