La Fábrica de Sueños también se mueve

Ameu8 - LAE - Aplicaciones movilesEl sector de los juegos de azar no tardó en proliferar entre las aplicaciones móviles, pero en Ameu8 lo que nos interesa es saber cómo afrontan este reto los estamentos encargados de loterías y apuestas en nuestro país.

Si la creación de la web loteriasyapuestas.es ha contado con un amplio respaldo por parte del público, no es de extrañar que sucediese lo mismo con una aplicación móvil de características similares. A primeros de diciembre se lanzaba la primera app de estas caracterísitcas y le hemos echado un vistazo.

Un anuncio en una app

Ameu8 - Aplicaciones moviles - LAEEsta aplicación móvil rompe la tónica de las que habíamos analizado hasta ahora, en las que primaba el carácter funcional frente al estético. En este caso es al contrario y no se trata, ni mucho menos, de una decisión equivocada. Veremos porqué.

Nada más entrar desembocamos en la estética de la vistosa campaña que este año se ha desplegado para la promoción del sorteo de Navidad. Bajo el motivo de identificar el propio sorteo y las administraciones de lotería con una fábrica de sueños, navegamos por llamativas pantallas que recrean el peculiar universo del anuncio televisivo creado por la agencia Grey.

Su funcionalidad es escueta. Se trata de desear algo, ilustrarlo con texto o imágenes y dejar que la app lo comparta en las redes sociales y te indique donde encontrar una administración de lotería para hacer que se cumpla ese sueño. Lo ingenioso es que para ello utiliza la Geolocalización y la Realidad Aumentada de modo que mirando a través de tu smartphone  o tablet donde estés puedas conseguir un “mágico” efecto que te conduzca a la administración de loterías.

El conjunto se complementa con una utilidad que permitirá al usuario consultar si sus números jugados han conseguido fabricarle ese sueño tan preciado.

Análisis de la estrategia de movilidad

Ameu8 - Fabrica de Suenyos - AppsEs más que evidente que LAE ha optado por diseñar una aplicación móvil con fecha de caducidad: una vez pasado el sorteo poca gente conservará la aplicación en sus dispositivos, aunque es muy probable que en esas fechas se convierta en una de las aplicaciones más descardas de los app stores por la enorme facilidad que promete para la comprobación de números premiados y el espíritu creado alrededor de la esperanza de resultar premiado.

Esta estrategia no es ni mucho menos errónea, sino todo lo contrario.

Cada año LAE gasta un importante presupuesto en la creatividad para su campaña del sorteo de Navidad y no sería inteligente crear una aplicación que, una vez descargada, sirviese para el sorteo de cualquier año. La gracia es que cada año descarguemos la aplicación y nos embarguemos de la esperanza e imaginación que los creativos han diseñado para el sorteo más carismático del año.

Ah, y por supuesto, desde Ameu8 os deseamos la mejor de las suertes…

App Store – La Fábrica de Sueños

Android Market – La Fábrica de Sueños

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