{"id":15965,"date":"2022-02-21T17:09:30","date_gmt":"2022-02-21T16:09:30","guid":{"rendered":"https:\/\/drikkes.com\/?p=15965"},"modified":"2022-02-21T17:33:18","modified_gmt":"2022-02-21T16:33:18","slug":"was-mit-media","status":"publish","type":"post","link":"https:\/\/drikkes.com\/?p=15965","title":{"rendered":"Was mit Media"},"content":{"rendered":"<div class='e-content'>Die <a href=\"https:\/\/www.dazeddigital.com\/fashion\/gallery\/30720\/5\/gucci-love-parade-campaign\">neue Gucci-Kampagne<\/a> f\u00fcr die Kollektion &#8220;<a href=\"https:\/\/www.gucci.com\/de\/de\/st\/capsule\/gucci-love-parade-preview\">Love Parade<\/a>&#8221; ist drau\u00dfen. Die mag ich.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/dazedimg-dazedgroup.netdna-ssl.com\/1050\/azure\/dazed-prod\/1320\/0\/1320345.jpg\" width=\"1050\" height=\"680\" class=\"alignnone size-full\" \/><\/p>\n<p>Wobei klassische Werber sich nat\u00fcrlich fragen, was an dieser Bilderstrecke &#8220;kampagnen&#8221;m\u00e4\u00dfig sein soll. Sch\u00f6ne Menschen feiern eine Party, ein paar davon sind wohl Promis \u2013 keine Lines oder Copies, kein Call-to-Action.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/dazedimg-dazedgroup.netdna-ssl.com\/1050\/azure\/dazed-prod\/1320\/0\/1320346.jpg\" width=\"1050\" height=\"680\" class=\"alignnone size-full\" \/><\/p>\n<p>Branding nur f\u00fcr Eingeweihte. Gucci-Logos bzw. -Schriftz\u00fcge nur auf einigen Kleidungsst\u00fccken und Accessoires, nicht auf den Motiven. So ist das halt in der Fashionbranche, besonders im Luxussegment funktioniert Werbung anders, sagen sie.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/dazedimg-dazedgroup.netdna-ssl.com\/2000\/azure\/dazed-prod\/1320\/0\/1320355.jpg\" width=\"2000\" height=\"1295\" class=\"alignnone size-full\" \/><\/p>\n<p>Es gibt dazwischen aber immer auch produktigere Shots. Und da\u00df die ebenfalls funktionieren, liegt eben am hohen Wiedererkennungswert des Gucci-Looks. Marken m\u00fcssen kontinuierlich daran arbeiten, da\u00df sie nicht als <a href=\"https:\/\/the-ambition.com\/magazine\/how-the-british-brand-corteiz-shut-down-brands-like-supreme-in-one-weekend\/\">austauschbar<\/a> wahrgenommen werden.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/dazedimg-dazedgroup.netdna-ssl.com\/1050\/azure\/dazed-prod\/1320\/0\/1320348.jpg\" width=\"1050\" height=\"680\" class=\"alignnone size-full\" \/><\/p>\n<p>Mit solch einer Inszenierung verdient man sich dann eben Earned Media. Selbst wenn die <a href=\"https:\/\/youtu.be\/a0ebyT6Irg8\">Owned Media<\/a> dazu un\u00fcbersehbar den Kampagnenbegriff im Titel tr\u00e4gt.<\/div>\n<div class=\"syndication-links\"><\/div>","protected":false},"excerpt":{"rendered":"<div class='e-content p-summary'>Die neue Gucci-Kampagne f\u00fcr die Kollektion &#8220;Love Parade&#8221; ist drau\u00dfen. Die mag ich. Wobei klassische Werber sich nat\u00fcrlich fragen, was an dieser Bilderstrecke &#8220;kampagnen&#8221;m\u00e4\u00dfig sein soll. Sch\u00f6ne Menschen feiern eine Party, ein paar davon sind wohl Promis \u2013 keine Lines oder Copies, kein Call-to-Action. Branding nur f\u00fcr Eingeweihte. Gucci-Logos bzw. -Schriftz\u00fcge nur auf einigen Kleidungsst\u00fccken [&hellip;]<\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"mf2_syndication":[],"cybocfi_hide_featured_image":"","webmentions_disabled_pings":false,"webmentions_disabled":false,"footnotes":""},"categories":[113,2290],"tags":[2594,2683,145],"class_list":{"0":"post-15965","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-reklamierung","7":"category-ueber-tragbares","8":"tag-gucci","9":"tag-kampagne","10":"tag-werbung","11":"h-entry","12":"hentry"},"_links":{"self":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts\/15965","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=15965"}],"version-history":[{"count":14,"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts\/15965\/revisions"}],"predecessor-version":[{"id":15979,"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts\/15965\/revisions\/15979"}],"wp:attachment":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=15965"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=15965"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=15965"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}