#CasosDeÉxito: Project MC2 de Famosa o cómo aprender jugando / España

Asesores de Relaciones Públicas y Comunicación, agencia que forma parte de nuestra Red de Agencias Internacional, nos comparte un caso de éxito que realizó para junto a la serie animada española Projectc MC.

El Reto

La serie animada Project MC2 es un ejemplo perfecto de cómo difundir en diferentes audiencias el movimiento STEAM, la tendencia actual que quiere animar a los más jóvenes a que se interesen por las disciplinas relacionadas con el arte, la tecnología, las ciencias y las matemáticas. Desde Asesores de Relaciones Publicas ayudamos a Famosa dar a conocer los cuatro modelos de muñecas que encarnan a las protagonistas de la serie, mujeres preparadas e inteligentes que representan el lema “Smart is the new cool”. No quisimos presentar simplemente una nueva colección de juguetes, sino un proyecto de largo recorrido que contribuya a posicionar a las muñecas Project MC2 como una opción indiscutible para la mayoría de las niñas de entre 6 y 10 años en las Navidades.

La Estrategia

Teniendo en cuenta los objetivos de comunicación, desarrollamos junto a Famosa un concepto de PR que anima a que cada niña busque su lado más científico. Para ello, realizamos una exitosa presentación en el museo de Ciencias Naturales involucrando al departamento científico del mismo, con el fin de obtener notoriedad recíproca y darle credibilidad a nuestro Project MC2.

Las muñecas se posicionaron como referentes científicos para las niñas, quienes se vieron reflejadas en ellas. Conseguimos mostrar como las niñas y niños pueden divertirse mientras investigan y experimentan en su entorno.

Además del evento de presentación, diseñamos una serie de acciones para mostrar la importancia de la gamificación de la educación:

  • Envío especial a medios de comunicación para sus bazares de Navidad
  • Unboxing del producto
  • Ciclo de talleres prácticos científicos MC2 para niños en el MNCN durante todo elotoño
  • Apoyo de América Valenzuela, periodista y bloguera científica, en redes sociales y en la propia presentación
  • Colaboración de Erika LPS, una joven youtuber, para llegar a las niñas

Resultados

  • + de 20 impactos en medios de comunicación y blogs de perfil familiar
  • + de 60 publicaciones en redes sociales que generaron cerca de 1.600 respuestas positivas
  • 4 acciones unboxing con una selección de los principales youtubers infantiles de nuestro país que suman + de 900.000 visualizaciones
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