E as mascotes viraram avatares digitais

Avatar, você conhece ou já ouviu falar nesse termo? No termo mesmo, não no filme! Bem, não era esse o nome que dávamos aos personagens que representavam marcas e personagens em campanhas nas últimas décadas. Naquela época, muito se discutia sobre a utilização ou não de mascotes em campanha. Tinha quem defendia seu uso e quem achava algo ultrapassado, ligado mais ao universo das propagandas, ao qual o varejo buscava se apropriar de alguma maneira.

Quem aqui não se lembra da Galinha Azul da Maggi, do Lequetreque, o frango da Sadia (aposto que você não lembrava do nome!), ou do urso da Coca-Cola? Propagandas famosíssimas com seus mascotes. O fato é que, naquela época, mesmo com o digital dando passos importantes, a utilização desses personagens dava-se de forma estática, com pouca interatividade com o consumidor.

O objetivo dos mascotes sempre foi criar um personagem simpático ao consumidor, de maneira a cativá-lo ainda mais. Alguns personagens se tornaram tão famosos, que foram além do propósito inicial, caminhando para outros mercados, como Mario e Sonic, respectivamente, mascotes da Nintendo e Sega, que ultrapassaram a barreira de videogames e se tornaram ícones da cultura pop na década de 90.

O avanço digital deu poderes aos mascotes

Se no dicionário o termo avatar representa a “personificação de uma divindade”, no digital, foi utilizado primeiramente, para a representação virtual de uma pessoa. O avanço do digital e (a simplificação) da inteligência artificial, têm proporcionado uma nova utilização para o termo. Novas dimensões dão cara, corpo e voz para essas inteligências e permitem que se criem importantes vínculos entre marcas e consumidores.

Mesmo nos casos mais simples, em que apenas se nomeia a inteligência, como nos casos da Alexa e Siri, isso já permite que se estabeleça uma empatia maior do que simplesmente uma tela com algoritmos que respondem às premissas e perguntas de forma fria.

Um caso clássico, e de alguns anos, foi uma “avatarização” do Pinguim da Ponto Frio, que, utilizando o Twitter como ferramenta de interatividade, ganhou uma legião de fãs e seguidores por conta de suas postagens, muitas vezes, irreverentes e criativas, fugindo do tradicional modelo de comunicação mais sério adotado por muitas marcas.

Não dá para falar no assunto sem falar da maior referência que temos hoje em atividade no País. A Lu, avatar da Magazine Luiza, tem uma personificação tão forte e consolidada, que muitas pessoas quase acreditam estar interagindo com uma pessoa de verdade. E, se empatia é um fator importante, seria interessante observar os últimos movimentos nesse sentido com a criação até mesmo de perfis próprios em redes, como Instagram e TikTok. Neste último, um vídeo criado com a personagem, alcançou milhões de visualizações em pouquíssimo tempo. Um sucesso.

Nos últimos dias, vimos movimentos importantes de mais empresas nesse sentido. De um lado, a Via Varejo anunciou uma completa reformulação de sua mascote, o Baianinho, transformando-o em um avatar digital, o CB, que passou por uma repaginação completa, com um ar jovem e descolado, adequado ao público com o qual deseja se conectar. De um outro lado, a C&A anunciou uma nova assistente virtual em sua plataforma, que irá permitir recomendações de produtos e ofertas aos consumidores. Como anunciado, nos planos está a transformação da assistente também em um avatar.

O fato é que, se o atendimento sempre foi algo determinante no mundo do varejo, os avatares poderão suprir a necessidade de assistência e atendimento que o e-commerce ainda não consegue oferecer de forma eficiente.

Em um futuro próximo, pelo menos, as marcas digitais deverão ter um avatar para chamar de seu.

Fonte: Caio Camargo – Mercado & Consumo – 28 de outubro de 2020

Imagem: Reprodução

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E as mascotes viraram avatares digitais