{"id":798,"date":"2014-08-19T11:07:23","date_gmt":"2014-08-19T14:07:23","guid":{"rendered":"http:\/\/mulki.com.ar\/iadmin\/?p=798"},"modified":"2014-09-17T14:07:49","modified_gmt":"2014-09-17T14:07:49","slug":"el-papa-francisco-un-extraordinario-golpe-de-marketing-de-san-lorenzo","status":"publish","type":"post","link":"https:\/\/face.unt.edu.ar\/web\/iadmin\/el-papa-francisco-un-extraordinario-golpe-de-marketing-de-san-lorenzo\/","title":{"rendered":"El papa Francisco, un extraordinario golpe de marketing de San Lorenzo"},"content":{"rendered":"

Publicado\u00a0en La\u00a0<\/span>Naci\u00f3n\u00a0<\/span>15 de\u00a0<\/span>Marzo\u00a0de 2013 – en:\u00a0<\/span>http:\/\/canchallena.lanacion.com.ar\/1563341-el-papa-francisco-un-extraordinario-golpe-de-marketing-de-san-lorenzo<\/span><\/span><\/p>\n

Desde<\/span>\u00a0<\/span>que<\/span>\u00a0<\/span>Bergoglio<\/span>,\u00a0<\/span>hincha<\/span>\u00a0del\u00a0<\/span>Cicl\u00f3n<\/span>,\u00a0<\/span>es<\/span>\u00a0Sumo\u00a0<\/span>Pont\u00edfice<\/span>,\u00a0<\/span>llegaron<\/span>\u00a0<\/span>pedidos<\/span>\u00a0de\u00a0<\/span>camisetas<\/span>\u00a0de\u00a0<\/span>todo<\/span>\u00a0el<\/span>planeta<\/span>\u00a0y el club vive el\u00a0<\/span>asedio<\/span>\u00a0de los\u00a0<\/span>medios<\/span>\u00a0<\/span>extranjeros<\/span>.\u00a0<\/span>Por\u00a0Germ\u00e1n\u00a0Leza<\/strong><\/p>\n

Jam\u00e1s\u00a0<\/span>imagin\u00f3\u00a0Marcela\u00a0<\/span>Nicolau,\u00a0<\/span>jefa\u00a0de\u00a0<\/span>prensa\u00a0de San Lorenzo,\u00a0<\/span>que\u00a0en\u00a0<\/span>una\u00a0<\/span>semana\u00a0en la\u00a0<\/span>que\u00a0el\u00a0<\/span>equipo\u00a0<\/span>jugaba\u00a0de\u00a0<\/span>visitante\u00a0ante\u00a0<\/span>Col\u00f3n, y\u00a0<\/span>por\u00a0lo\u00a0<\/span>tanto,<\/span>habr\u00eda\u00a0<\/span>menos\u00a0<\/span>demanda\u00a0de\u00a0<\/span>trabajo,\u00a0<\/span>vivir\u00eda\u00a0los\u00a0<\/span>d\u00edas\u00a0<\/span>m\u00e1s\u00a0<\/span>extraordinarios\u00a0e\u00a0<\/span>intensos\u00a0en los\u00a0<\/span>que\u00a0el\u00a0<\/span>nombre\u00a0del club\u00a0<\/span>inundar\u00eda\u00a0los\u00a0<\/span>principales\u00a0<\/span>medios\u00a0del<\/span>planeta. Ni la\u00a0<\/span>campa\u00f1a\u00a0de marketing\u00a0<\/span>m\u00e1s\u00a0<\/span>costosa\u00a0y\u00a0<\/span>creativa\u00a0<\/span>habr\u00eda\u00a0<\/span>generado\u00a0lo\u00a0<\/span>que\u00a0Papa<\/strong>\u00a0de San Lorenzo<\/strong>\u00a0<\/span>consigui\u00f3\u00a0en tan\u00a0<\/span>s\u00f3lo\u00a036\u00a0<\/span>horas.\u00a0<\/span><\/span><\/p>\n

\u00abEsto\u00a0es\u00a0una\u00a0locura.\u00a0Es\u00a0impresionante,\u00a0indescriptible\u00bb,\u00a0relata\u00a0Nicolau\u00a0desde\u00a0el\u00a0otro\u00a0lado\u00a0del\u00a0tel\u00e9fono, en\u00a0unospocos\u00a0minutos\u00a0que\u00a0le\u00a0quedaron\u00a0libres\u00a0para\u00a0hablar,\u00a0ya\u00a0tarde\u00a0por\u00a0la\u00a0noche.\u00a0Desde\u00a0que\u00a0se\u00a0anunci\u00f3\u00a0que\u00a0Jorge MarioBergoglio\u00a0ser\u00eda\u00a0el\u00a0nuevo\u00a0papa de la\u00a0Iglesia\u00a0cat\u00f3lica, los dos\u00a0celulares\u00a0de Marcela no\u00a0pararon\u00a0de sonar.\u00a0Tanto,\u00a0ques\u00f3lo\u00a0en\u00a0algunas\u00a0horas, se\u00a0agotaron\u00a0las\u00a0bater\u00edas\u00a0de\u00a0ambos.<\/p>\n

Despu\u00e9s\u00a0de\u00a0jugar\u00a0dos\u00a0fechas\u00a0como\u00a0locales, a Marcela le\u00a0pareci\u00f3\u00a0una\u00a0excelente\u00a0idea\u00a0aprovechar\u00a0la\u00a0semana\u00a0para\u00bbacomodar\u00a0algunas\u00a0cosas\u00bb,\u00a0como\u00a0dice. \u00abCasi\u00a0no\u00a0dorm\u00ed\u00bb,\u00a0cuenta,\u00a0quien\u00a0desde\u00a0pasadas\u00a0las\u00a016\u00a0horas\u00a0del\u00a0mi\u00e9rcolesno\u00a0cesa\u00a0en\u00a0atender\u00a0llamados\u00a0de\u00a0todo\u00a0el\u00a0mundo. \u00abNos\u00a0llamaron\u00a0de\u00a0m\u00e1s\u00a0de 50\u00a0medios\u00a0del exterior\u00a0que\u00a0secontactaron\u00a0en\u00a0menos\u00a0de un\u00a0d\u00eda\u00a0y\u00a0medio.\u00a0Polonia, China,\u00a0B\u00e9lgica, Costa Rica,\u00a0Rep\u00fablica\u00a0Checa, Colombia.\u00a0Que\u00a0tellamen\u00a0de China me\u00a0parece\u00a0rar\u00edsimo.\u00a0Esto\u00a0es\u00a0una\u00a0locura\u00bb,\u00a0sigue\u00a0el\u00a0relato\u00a0la\u00a0jefa\u00a0de\u00a0prensa\u00a0del\u00a0Cicl\u00f3n.<\/p>\n

Apenas\u00a0se\u00a0conoci\u00f3\u00a0la\u00a0noticia,\u00a0twittearon\u00a0la\u00a0foto\u00a0de\u00a0Bergoglio\u00a0con la\u00a0camiseta\u00a0de San Lorenzo. En\u00a0pocas\u00a0horas, lap\u00e1gina\u00a0del club\u00a0ya\u00a0se\u00a0hab\u00eda\u00a0colapsado, y los\u00a0pedidos\u00a0por\u00a0la\u00a0casaca\u00a0del club del Papa Francisco\u00a0llegaron\u00a0de loslugares\u00a0m\u00e1s\u00a0remotos\u00a0del\u00a0globo\u00a0terr\u00e1queo. \u00abQueremos\u00a0ver\u00a0c\u00f3mo\u00a0hacemos\u00a0para\u00a0que\u00a0le\u00a0llegue\u00a0a la\u00a0gente\u00a0lascamisetas\u00a0que\u00a0piden.\u00a0Todo\u00a0esto\u00a0nos\u00a0tom\u00f3\u00a0por\u00a0sorpresa\u00bb,\u00a0admite.<\/p>\n

–\u00a0\u00bfHar\u00e1n\u00a0alguna\u00a0acci\u00f3n\u00a0en\u00a0homenaje\u00a0al Papa el\u00a0s\u00e1bado, ante\u00a0Col\u00f3n?<\/strong><\/p>\n

-Lo\u00a0estamos\u00a0evaluando. No lo\u00a0sabemos\u00a0a\u00fan.\u00a0Esto\u00a0es\u00a0un shock.<\/p>\n

-\u00bfQu\u00e9\u00a0es\u00a0lo\u00a0que\u00a0lo\u00a0que\u00a0quieren\u00a0saber los\u00a0medios\u00a0del exterior?<\/strong><\/p>\n

–\u00a0An\u00e9cdotas.\u00a0Cu\u00e1l\u00a0era\u00a0su\u00a0relaci\u00f3n\u00a0con el club.\u00a0Caracter\u00edsticas,\u00a0su\u00a0manera\u00a0de\u00a0ser.\u00a0Hacen\u00a0las\u00a0notas\u00a0en la\u00a0capilla\u00a0del club,\u00a0que\u00a0don\u00f3\u00a0Viggo\u00a0Mortensen,\u00a0ac\u00e1, en la\u00a0ciudad\u00a0deportiva,\u00a0donde\u00a0\u00e9l\u00a0dio\u00a0misa.<\/p>\n

–\u00a0\u00bfCu\u00e1l\u00a0fue\u00a0el\u00a0pedido\u00a0m\u00e1s\u00a0extra\u00f1o\u00a0que\u00a0recibieron?<\/strong><\/p>\n

-Me\u00a0llamaron\u00a0de\u00a0Brasil, van a\u00a0viajar\u00a0a Santa Fe [San Lorenzo\u00a0juega\u00a0el\u00a0s\u00e1bado\u00a0ante\u00a0Col\u00f3n].\u00a0Quieren\u00a0mostrar\u00a0c\u00f3moson los\u00a0hinchas\u00a0de San Lorenzo. Se\u00a0quieren\u00a0meter en la\u00a0tribuna.\u00a0Tambi\u00e9n\u00a0me\u00a0preguntaron\u00a0si\u00a0los\u00a0jugadores\u00a0ten\u00edanidea de\u00a0que\u00a0iban\u00a0a\u00a0ser\u00a0los\u00a0soldados\u00a0del papa\u00a0\u00a1Otra\u00a0mochila\u00a0no!,\u00a0pens\u00e9\u00a0[y se\u00a0r\u00ede].\u00a0Nadie\u00a0toma\u00a0demasiada\u00a0dimensi\u00f3nde\u00a0que\u00a0esto\u00a0es\u00a0algo\u00a0extraordinario.<\/p>\n

El\u00a0presidente\u00a0de San Lorenzo\u00a0es\u00a0uno\u00a0de los\u00a0favoritos\u00a0a la\u00a0hora\u00a0de\u00a0las\u00a0entrevistas\u00a0de los\u00a0medios\u00a0extranjeros.\u00a0Perotambi\u00e9n\u00a0lo son los juveniles Angel\u00a0Correa\u00a0y Jonathan Pacheco. A los dos, el Papa Francisco les\u00a0dio\u00a0laconfirmaci\u00f3n. \u00abChicos,\u00a0hoy\u00a0las\u00a0estrellas\u00a0con\u00a0Correa\u00a0y Pacheco\u00bb, les\u00a0dijo\u00a0Nicolau\u00a0a los\u00a0jugadores\u00a0en la\u00a0pr\u00e1ctica. Lasj\u00f3venes\u00a0promesas\u00a0de San Lorenzo\u00a0fueron\u00a0los\u00a0m\u00e1s\u00a0buscados\u00a0por\u00a0la\u00a0prensa.<\/p>\n

\u00abCreo\u00a0que\u00a0ninguna\u00a0campa\u00f1a\u00a0de marketing\u00a0puede\u00a0instalar\u00a0el\u00a0nombre\u00a0del club\u00a0como\u00a0lo\u00a0est\u00e1\u00a0haciendo\u00a0el Papa.\u00a0Porejemplo, la\u00a0figura\u00a0de\u00a0Viggo\u00a0es\u00a0important\u00edsima\u00a0porque\u00a0donde\u00a0va\u00a0te\u00a0lleva\u00a0va\u00a0con\u00a0una\u00a0camiseta. En\u00a0Jap\u00f3n\u00a0porejemplo.\u00a0Pero\u00a0esto\u00a0va\u00a0m\u00e1s\u00a0all\u00e1.\u00a0Esto\u00a0es\u00a0sensacional. Nos\u00a0llena\u00a0de\u00a0orgullo\u00bb, describe Marcela,\u00a0acelerada,\u00a0buscandoalgunos\u00a0segundos\u00a0de\u00a0calma\u00a0para\u00a0pensar\u00a0en\u00a0todo\u00a0lo\u00a0que\u00a0pas\u00f3\u00a0en 36\u00a0horas.\u00a0Pero\u00a0no hay\u00a0tiempo. Son\u00a0las\u00a09 de lanoche.\u00a0Todav\u00eda\u00a0queda\u00a0un\u00a0medio\u00a0en la\u00a0ciudad\u00a0deportiva\u00a0de San Lorenzo. Un\u00a0medio\u00a0extranjero\u00a0que\u00a0espera\u00a0porentrevistar\u00a0al\u00a0presidente,\u00a0Mat\u00edas\u00a0Lammens. \u00abAh\u00ed\u00a0voy,\u00a0ah\u00ed\u00a0voy.\u00a0Bueno,\u00a0te\u00a0dejo\u00a0que\u00a0vinieron\u00a0a\u00a0hacerle\u00a0una\u00a0nota alpresidente\u00bb, se\u00a0despide\u00a0Nicolau,\u00a0quien\u00a0tambi\u00e9n\u00a0se\u00a0disculpa.\u00a0Esta\u00a0locura\u00a0medi\u00e1tica\u00a0sigue\u00a0y\u00a0s\u00f3lo\u00a0Dios\u00a0sabe\u00a0hastacu\u00e1ndo.<\/p>\n

Las\u00a0misas\u00a0que\u00a0el Papa Francisco\u00a0dio\u00a0por\u00a0San Lorenzo.<\/strong>\u00a0Fueron\u00a0en 2008,\u00a0por\u00a0el\u00a0centenario\u00a0del club, en el oratorio San Antonio, en\u00a0M\u00e9xico\u00a0y 33\u00a0orientales, en\u00a0Boedo,\u00a0donde\u00a0se\u00a0fund\u00f3\u00a0el club. Y en mayo de 2011\u00a0dio\u00a0otramisa, en la\u00a0capilla\u00a0de la\u00a0ciudad\u00a0deportiva,\u00a0que\u00a0don\u00f3\u00a0Viggo\u00a0Mortensen<\/p>\n

La\u00a0carta\u00a0que\u00a0la\u00a0enviar\u00e1n\u00a0al Papa.<\/strong>\u00a0El club le\u00a0escribi\u00f3\u00a0una\u00a0carta\u00a0a\u00a0Bergoglio\u00a0en la\u00a0que\u00a0lo\u00a0felicitan\u00a0en\u00a0nombredel \u00abpueblo\u00a0azulgrana\u00bb. \u00abSepa\u00a0que\u00a0para\u00a0nosotros\u00a0no\u00a0es\u00a0un Papa\u00a0m\u00e1s\u00a0, o el primer \u00abPapa\u00a0argentino\u00bb,latinoamericano\u00a0o\u00a0Jesuita;\u00a0es\u00a0el \u00abPapa de San Lorenzo\u00bb, o en\u00a0lenguaje\u00a0bien\u00a0futbolero, el primer \u00abPapaCuervo\u00bb\u00bb, dice el\u00a0escrito. Y\u00a0termina: \u00abLo\u00a0saludamos\u00a0y\u00a0acompa\u00f1amos\u00a0en\u00a0su\u00a0laboriosa\u00a0tarea,\u00a0presente\u00a0yfutura, en\u00a0pos\u00a0de la\u00a0humanidad\u00a0de los pueblos, la\u00a0equidad\u00a0y la\u00a0justicia\u00a0social\u00bb<\/div>\n","protected":false},"excerpt":{"rendered":"

Publicado\u00a0en La\u00a0Naci\u00f3n\u00a015 de\u00a0Marzo\u00a0de 2013 – en:\u00a0http:\/\/canchallena.lanacion.com.ar\/1563341-el-papa-francisco-un-extraordinario-golpe-de-marketing-de-san-lorenzo Desde\u00a0que\u00a0Bergoglio,\u00a0hincha\u00a0del\u00a0Cicl\u00f3n,\u00a0es\u00a0Sumo\u00a0Pont\u00edfice,\u00a0llegaron\u00a0pedidos\u00a0de\u00a0camisetas\u00a0de\u00a0todo\u00a0elplaneta\u00a0y el club vive el\u00a0asedio\u00a0de los\u00a0medios\u00a0extranjeros.\u00a0Por\u00a0Germ\u00e1n\u00a0Leza Jam\u00e1s\u00a0imagin\u00f3\u00a0Marcela\u00a0Nicolau,\u00a0jefa\u00a0de\u00a0prensa\u00a0de San Lorenzo,\u00a0que\u00a0en\u00a0una\u00a0semana\u00a0en la\u00a0que\u00a0el\u00a0equipo\u00a0jugaba\u00a0de\u00a0visitante\u00a0ante\u00a0Col\u00f3n, y\u00a0por\u00a0lo\u00a0tanto,habr\u00eda\u00a0menos\u00a0demanda\u00a0de\u00a0trabajo,\u00a0vivir\u00eda\u00a0los\u00a0d\u00edas\u00a0m\u00e1s\u00a0extraordinarios\u00a0e\u00a0intensos\u00a0en los\u00a0que\u00a0el\u00a0nombre\u00a0del club\u00a0inundar\u00eda\u00a0los\u00a0principales\u00a0medios\u00a0delplaneta. Ni la\u00a0campa\u00f1a\u00a0de marketing\u00a0m\u00e1s\u00a0costosa\u00a0y\u00a0creativa\u00a0habr\u00eda\u00a0generado\u00a0lo\u00a0que\u00a0Papa\u00a0de San Lorenzo\u00a0consigui\u00f3\u00a0en tan\u00a0s\u00f3lo\u00a036\u00a0horas.\u00a0 \u00abEsto\u00a0es\u00a0una\u00a0locura.\u00a0Es\u00a0impresionante,\u00a0indescriptible\u00bb,\u00a0relata\u00a0Nicolau\u00a0desde\u00a0el\u00a0otro\u00a0lado\u00a0del\u00a0tel\u00e9fono, en\u00a0unospocos\u00a0minutos\u00a0que\u00a0le\u00a0quedaron\u00a0libres\u00a0para\u00a0hablar,\u00a0ya\u00a0tarde\u00a0por\u00a0la\u00a0noche.\u00a0Desde\u00a0que\u00a0se\u00a0anunci\u00f3\u00a0que\u00a0Jorge MarioBergoglio\u00a0ser\u00eda\u00a0el\u00a0nuevo\u00a0papa de la\u00a0Iglesia\u00a0cat\u00f3lica, los dos\u00a0celulares\u00a0de Marcela no\u00a0pararon\u00a0de sonar.\u00a0Tanto,\u00a0ques\u00f3lo\u00a0en\u00a0algunas\u00a0horas, se\u00a0agotaron\u00a0las\u00a0bater\u00edas\u00a0de\u00a0ambos. Despu\u00e9s\u00a0de\u00a0jugar\u00a0dos\u00a0fechas\u00a0como\u00a0locales, a Marcela le\u00a0pareci\u00f3\u00a0una\u00a0excelente\u00a0idea\u00a0aprovechar\u00a0la\u00a0semana\u00a0para\u00bbacomodar\u00a0algunas\u00a0cosas\u00bb,\u00a0como\u00a0dice. \u00abCasi\u00a0no\u00a0dorm\u00ed\u00bb,\u00a0cuenta,\u00a0quien\u00a0desde\u00a0pasadas\u00a0las\u00a016\u00a0horas\u00a0del\u00a0mi\u00e9rcolesno\u00a0cesa\u00a0en\u00a0atender\u00a0llamados\u00a0de\u00a0todo\u00a0el\u00a0mundo. \u00abNos\u00a0llamaron\u00a0de\u00a0m\u00e1s\u00a0de 50\u00a0medios\u00a0del exterior\u00a0que\u00a0secontactaron\u00a0en\u00a0menos\u00a0de un\u00a0d\u00eda\u00a0y\u00a0medio.\u00a0Polonia, China,\u00a0B\u00e9lgica, Costa Rica,\u00a0Rep\u00fablica\u00a0Checa, Colombia.\u00a0Que\u00a0tellamen\u00a0de China me\u00a0parece\u00a0rar\u00edsimo.\u00a0Esto\u00a0es\u00a0una\u00a0locura\u00bb,\u00a0sigue\u00a0el\u00a0relato\u00a0la\u00a0jefa\u00a0de\u00a0prensa\u00a0del\u00a0Cicl\u00f3n. Apenas\u00a0se\u00a0conoci\u00f3\u00a0la\u00a0noticia,\u00a0twittearon\u00a0la\u00a0foto\u00a0de\u00a0Bergoglio\u00a0con la\u00a0camiseta\u00a0de San Lorenzo. […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"_links":{"self":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/798"}],"collection":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/comments?post=798"}],"version-history":[{"count":1,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/798\/revisions"}],"predecessor-version":[{"id":1241,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/798\/revisions\/1241"}],"wp:attachment":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/media?parent=798"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/categories?post=798"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/tags?post=798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}