The "Headline News" Cup Sleeve|海报/平面|广告营销案例【ADGuider广告指南】

“头条新闻” 杯袖

案例简介：简介: 阿联酋领先的英语日报《海湾新闻》希望接触更多的读者，并将他们转化为订户。我们的目标是增加 1.5% 用户，帮助推广他们的推特频道，并将海湾新闻网站的流量增加至少 25%。策略: 消费习惯表明，人们在早上喝咖啡的同时阅读报纸。蒂姆 · 霍顿是我们在阿联酋的客户之一，他们每月为每个商店提供 35-50,000 杯咖啡。意识到其未开发的潜力，我们决定围绕他们发起一场运动来实现我们的目标。想法: 由于新鲜新闻与新鲜咖啡搭配得很好，我们将全球咖啡连锁店蒂姆 · 霍顿的咖啡杯袖套改编成广告媒体，并创建了 “头条新闻” 杯袖套。每杯。每小时。每一天。当蒂姆 · 霍顿斯的顾客收到一杯咖啡时，他们也收到了当时的头条新闻，用一种特殊的打印机打印出来，该打印机从海湾新闻推特账户中提取了推特。袖子上的简短网址和 QR 码然后引导他们去海湾新闻网站，在那里他们可以阅读完整的故事。相关性: 时机就是一切。因此，当我们的读者通常阅读报纸时 -- 当他们喜欢他们刚煮好的咖啡时 -- 我们会与他们互动。“头条新闻” 杯袖让我们成为首先全天向潜在订阅者传递突发新闻，并与他们建立有意义的联系。结果: 到目前为止，超过 1,440 条头条推特已经印在 840,000 多个咖啡杯上。在活动启动的前两周，超过 2,900 名新的海湾新闻推特粉丝。海湾新闻网站的流量增长了 41%。到目前为止，订阅增加了 2.8%。我们将在阿联酋的蒂姆 · 霍顿商店和即将开业的 14 家新商店推出这个项目。

“头条新闻” 杯袖

案例简介：Brief: Gulf News, the UAE’s leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Our target was to gain 1.5% more subscribers, help promote their twitter channel and increase traffic to the Gulf News website by at least 25%. Strategy: Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of our clients in the UAE and they serve 35-50,000 coffees per month, per outlet. Realising its untapped potential, we decided to create a campaign around them to meet our target. Idea: Since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story. Relevance: Timing is everything. So we interacted with our readers when they normally read the newspaper — when they enjoy their freshly brewed coffee. The ‘Headline News’ Cup Sleeve allowed us to be the first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them. Results: • Until now, over 1,440 headline tweets have been printed on more than 840,000 coffee cups. • More than 2,900 new Gulf News Twitter followers in the first two weeks of the campaign launch. • The traffic on the Gulf News website grew by 41%. • Subscription’s up by 2.8% so far. • We’re rolling out this project in Tim Hortons outlets across the UAE and in 14 new outlets soon to be opened.