Mobilizing the 12th Man|短视频|广告营销案例【ADGuider广告指南】

动员十二人

案例简介：描述活动/条目阿拉伯之春 2 年后，突尼斯 tension 的紧张局势依然存在。虽然媒体现在相对自由，但出于安全原因，政府仍然限制公众集会。这导致了一个决定，所有的职业足球联赛必须在没有任何观众的情况下在体育场进行。迫使球队和他们的球迷与他们的球队建立令人沮丧的远距离关系。结果在一个平均成绩的足球赛季结束时，突尼斯队哈马姆-利夫面临着严峻的形势。由于禁令，他们与粉丝的关系已经削弱。今年最重要的比赛即将到来: 决定 c · s · 哈马姆-利夫是否留在联盟的时刻。球队需要理顺与球迷的关系，并获得他们对年度比赛的支持。为了向他们证明他们仍然是团队中的积极一员，我们用他们制作了一部纪录片。但不仅仅是一些随机纪录片。我们做了一次体验，并在电影中捕捉到了它。我们给了我们的球迷一个工具，让他们能够直接影响球队的成绩。一个名为 “12 号人” 的移动应用程序，将他们连接到体育场内的 40 个扬声器上，允许他们在电视上直播比赛时欢呼、鼓掌、唱歌等等。一个简单的声音图标点击立即变成了强大的支持。球迷按下的次数越多，体育场里的声音就越大。最后，经验表明球迷的支持有助于球队赢得比赛。这部短片随后在突尼斯最受关注的足球电视节目上发布。Hammam-Lif 向所有的足球激情者证明了它的球迷是它最宝贵的资产，让他们参与对抗所有的困难。考虑到这部纪录片讲述的现场活动在赢得媒体上的成功，我们只需要一场新闻稿活动来宣布《十二人》的电影可以在网上获得。该运动针对突尼斯所有体育媒体: 新闻、杂志、电视和广播节目。我们还针对足球迷论坛和足球 Facebook 页面，而 c.S.Hammam-Lif 官方媒体在他们的官方媒体平台上发布了这部纪录片。当这部电影在国家电视台最受欢迎的足球节目 Dimanche Sport 播出时，超过 100万人观看了它。然后在网上发布。

动员十二人

案例简介：Describe the campaign/entry 2 years after the Arab Spring, tension amongst the Tunisian remained. While the media are relatively free now, the Government still restricts public gatherings for security reasons. This lead to a decision that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship with their team. Results At the end of a football season with average results, Tunis team C.S Hammam-Lif faced a critical situation. Because of the ban, ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. The team needed to straighten its relationship with its fans and get their support for the game of the year. To prove to them they were still an active part of the team, we made a documentary out of them. But not just some random documentary. We made an experience and captured it on film. We gave our fans a tool that enabled them to have a direct influence on the team's results. A mobile app called the 12th Man, connecting them to 40 speakers inside the stadium and allowing them to cheer, clap, sing and more - while watching the game live on TV. A simple tap on sound icons was instantly turned into powerful support. The more fans pressed, the louder the sound in the stadium. Finally, the experience revealed the fans's support was instrumental in helping the team win the game. The short documentary was then released on Tunisia's most watched Football TV show. And Hammam-Lif proved to all Football passionates that its fans were its most valuable asset keeping them involved against all odds. Considering the success in earned media of the Live Event the documentary is about, we just needed a press release campaign to announce the film of the 12th Man was available online. The campaign targeted all Tunisian Sports media: press, magazines, TV and Radio shows. We also targeted football fan forums and Football Facebook pages while C.S Hammam-Lif official medias posted the documentary on their official medias platforms. The film was seen by over 1 million people when it was broadcasted on National TV's most popular football show: Dimanche Sport. It was then released online.