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德鲁叔叔
案例简介：描述活动/条目 美国的品牌娱乐在营销/广告业中根深蒂固，因为大到小的品牌正在将媒体和生产资源转化为以非传统方式积极吸引和娱乐目标消费者。 尽管如此，在数字领域活动最多的所有频道中，品牌娱乐周围的混乱已经急剧增加; 这使得品牌很难爆发。这个市场没有重大限制或法规会损害品牌创建和分发品牌娱乐内容的能力。 结果 挑战: 利用品牌娱乐提高百事 MAX 的知名度和参与度。 目标: -娱乐，激发和吸引观众。 -以独特的最大声音提供大胆、聪明和真实的体验。 -建立一种新的 “零卡路里可乐变相” 的态度。 -创建一个平台，挑战人们对零卡路里可乐的期望。 策略: 在现实生活中，百事 Max 的 “伪装” 隐喻也可以作为品牌的内容。 执行: 我们的想法是把一个 NBA 球员伪装成一个老人，带他去看一场真正的篮球比赛，并拍摄整个经历。我们创造了 “德鲁叔叔” 的角色，一位前球员，他哀叹现代篮球比赛中没有 “原教旨”。 这部短片结合了传统的电影讲故事和特技营销。介绍德鲁叔叔作为一个真实的人，因此观众体验了亲眼目睹他出庭的魔力。只有在他主导游戏后，我们才会透露他的真实身份。 一场小规模的社交活动推动了人们对该视频的最初认识和热情，该视频随后迅速传播开来。 目标是提高知名度，产生观点，为品牌和视频引发积极的对话和轰动。 我们的团队与相关影响者和博客作者合作，寻找创造性的方式在社交内容共享网站 (复杂、 COED 杂志、 Mashable 、 yardbaker) 和 Facebook 广告集成上展示视频和有针对性的功能, 这移动了更多的意见针。 我们通过 Starpulse 、 Hip Hop DX 、 Big Lead 和 Black Sports Online 等网站增加了独家广告和商品赠品。 随着一场快速启动的社交媒体活动 (两周)，内容有机地增长并开始了自己的生活。 我们很快超越了最初的目标: 达到目标 首字母: 490,000 2 周后: 15.1 米 对话接触 第一: 2.5 毫米 2 周后: 77.3 米 视频视图 初始: 80-100,000 2 周后: 8.3 米 (和攀登) 随着视频的迅速传播，编辑报道紧随其后的是积极的故事。 ESPN SportsCenter，财富，今日美国，NBC 体育，Grantland，NBA 电视台，赫芬顿邮报，Reddit，Mashable 和广告时代。 社会评论和视频指标和编辑报道一样重要。视频被分享和评论，正面评论和喋喋不休地谈论谁被伪装成德鲁叔叔 (在视频的结尾透露)，并欣赏百事可乐马克斯将它变成现实。 德鲁叔叔和他的短语成为体育词汇的一部分 (“我得到桶! 和 “那些年轻的人不……”)，并通过推特和播音员亮点 (当展示凯里 · 欧文和克利夫兰骑士队时) 在美国著名的体育网络 ESPN 上不断重复 《德鲁叔叔》的浏览量超过 22 万，是 YouTube 上 2012 次最受关注的广告，也是今年全球前 50 名最受关注的病毒视频。
德鲁叔叔
案例简介：Describe the campaign/entry Branded entertainment in the U.S. is well entrenched in the marketing/advertising industry as large to small brands are converting media and production resources to aggressively engage and entertain target consumers in non-traditional ways. Consequently, the clutter surrounding branded entertainment has increased dramatically in all channels with the most activity in the digital space; making it difficult for brands to break out. There are no significant restrictions or regulations in this market that would impair the ability of a brand to create and distribute branded entertainment content. Results Challenge: Drive awareness and engagement for Pepsi MAX using branded entertainment. Objectives: - Entertain, excite and engage viewers. - Deliver an authentic experience that was bold, clever and in a unique MAX voice. - Establish a new 'zero-calorie cola in disguise' attitude. - Create a platform that challenges people's expectations of what a zero-calorie cola tastes like. Strategy: Bring to life the 'in disguise' metaphor of Pepsi Max in a real life experiential stunt that can also be used as content for the brand. Execution: Our idea was to disguise an NBA player as an old man and take him to a real pick-up basketball game and film the entire experience. We created the character of 'Uncle Drew,' a former baller who laments the absence of the 'fundamentals' in the modern game of basketball. The short film combines traditional cinematic story-telling with stunt marketing. We introduce Uncle Drew as a real person and thus the audience experiences the magic of having witnessed him take the court in person. Only after he dominates the game do we reveal his true identity. A small social campaign drove initial awareness and enthusiasm for the video which consequently went viral. The goal was to drive awareness and generate views to spark positive conversation and buzz for the brand and the video. Our team worked with relevant influencers and bloggers to find creative ways to showcase the video and targeted features on social content sharing sites (Complex, COED Magazine, Mashable, Yardbarker) and Facebook ad integrations, which moved the needle with more views. We added buzz with exclusives and merchandise giveaways with sites like Starpulse, Hip Hop DX, The Big Lead and Black Sports Online. With a jumpstart social media campaign (2 weeks), the content grew organically and took on a life of its own. We quickly surpassed our initial goals: REACH GOAL Initial: 490,000 After 2 weeks: 15.1m CONVERSATIONAL REACH Initial: 2.5MM After 2 weeks: 77.3m VIDEO VIEWS Initial: 80-100,000 After 2 weeks: 8.3m (and climbing) As the video went viral, editorial coverage followed with positive stories in/on ESPN SportsCenter, Fortune, USA Today, NBC Sports, Grantland, NBA TV, The Huffington Post, Reddit, Mashable and Advertising Age. The social commentary was as important as the video metrics and editorial coverage. The video was shared and commented on with positive reviews and chatter about who was disguised as Uncle Drew (revealed at the end of the video) and appreciation toward Pepsi Max for bringing it to life. Uncle Drew and his phrases became a part of the sports lexicon ('I get buckets!' and 'Those youngbloods don't…') and were constantly repeated via tweets and announcer highlights (when showing Kyrie Irving and the Cleveland Cavaliers) on ESPN, the preeminent sports network in the U.S. With 22m+ views, 'Uncle Drew' ranked as the second most-watched ad on YouTube for 2012 and in the top 50 most-watched viral videos globally for the year.
UNCLE DREW
案例简介：描述活动/条目 美国的品牌娱乐在营销/广告业中根深蒂固，因为大到小的品牌正在将媒体和生产资源转化为以非传统方式积极吸引和娱乐目标消费者。 尽管如此，在数字领域活动最多的所有频道中，品牌娱乐周围的混乱已经急剧增加; 这使得品牌很难爆发。这个市场没有重大限制或法规会损害品牌创建和分发品牌娱乐内容的能力。 结果 挑战: 利用品牌娱乐提高百事 MAX 的知名度和参与度。 目标: -娱乐，激发和吸引观众。 -以独特的最大声音提供大胆、聪明和真实的体验。 -建立一种新的 “零卡路里可乐变相” 的态度。 -创建一个平台，挑战人们对零卡路里可乐的期望。 策略: 在现实生活中，百事 Max 的 “伪装” 隐喻也可以作为品牌的内容。 执行: 我们的想法是把一个 NBA 球员伪装成一个老人，带他去看一场真正的篮球比赛，并拍摄整个经历。我们创造了 “德鲁叔叔” 的角色，一位前球员，他哀叹现代篮球比赛中没有 “原教旨”。 这部短片结合了传统的电影讲故事和特技营销。介绍德鲁叔叔作为一个真实的人，因此观众体验了亲眼目睹他出庭的魔力。只有在他主导游戏后，我们才会透露他的真实身份。 一场小规模的社交活动推动了人们对该视频的最初认识和热情，该视频随后迅速传播开来。 目标是提高知名度，产生观点，为品牌和视频引发积极的对话和轰动。 我们的团队与相关影响者和博客作者合作，寻找创造性的方式在社交内容共享网站 (复杂、 COED 杂志、 Mashable 、 yardbaker) 和 Facebook 广告集成上展示视频和有针对性的功能, 这移动了更多的意见针。 我们通过 Starpulse 、 Hip Hop DX 、 Big Lead 和 Black Sports Online 等网站增加了独家广告和商品赠品。 随着一场快速启动的社交媒体活动 (两周)，内容有机地增长并开始了自己的生活。 我们很快超越了最初的目标: 达到目标 首字母: 490,000 2 周后: 15.1 米 对话接触 第一: 2.5 毫米 2 周后: 77.3 米 视频视图 初始: 80-100,000 2 周后: 8.3 米 (和攀登) 随着视频的迅速传播，编辑报道紧随其后的是积极的故事。 ESPN SportsCenter，财富，今日美国，NBC 体育，Grantland，NBA 电视台，赫芬顿邮报，Reddit，Mashable 和广告时代。 社会评论和视频指标和编辑报道一样重要。视频被分享和评论，正面评论和喋喋不休地谈论谁被伪装成德鲁叔叔 (在视频的结尾透露)，并欣赏百事可乐马克斯将它变成现实。 德鲁叔叔和他的短语成为体育词汇的一部分 (“我得到桶! 和 “那些年轻的人不……”)，并通过推特和播音员亮点 (当展示凯里 · 欧文和克利夫兰骑士队时) 在美国著名的体育网络 ESPN 上不断重复 《德鲁叔叔》的浏览量超过 22 万，是 YouTube 上 2012 次最受关注的广告，也是今年全球前 50 名最受关注的病毒视频。
UNCLE DREW
案例简介：Describe the campaign/entry Branded entertainment in the U.S. is well entrenched in the marketing/advertising industry as large to small brands are converting media and production resources to aggressively engage and entertain target consumers in non-traditional ways. Consequently, the clutter surrounding branded entertainment has increased dramatically in all channels with the most activity in the digital space; making it difficult for brands to break out. There are no significant restrictions or regulations in this market that would impair the ability of a brand to create and distribute branded entertainment content. Results Challenge: Drive awareness and engagement for Pepsi MAX using branded entertainment. Objectives: - Entertain, excite and engage viewers. - Deliver an authentic experience that was bold, clever and in a unique MAX voice. - Establish a new 'zero-calorie cola in disguise' attitude. - Create a platform that challenges people's expectations of what a zero-calorie cola tastes like. Strategy: Bring to life the 'in disguise' metaphor of Pepsi Max in a real life experiential stunt that can also be used as content for the brand. Execution: Our idea was to disguise an NBA player as an old man and take him to a real pick-up basketball game and film the entire experience. We created the character of 'Uncle Drew,' a former baller who laments the absence of the 'fundamentals' in the modern game of basketball. The short film combines traditional cinematic story-telling with stunt marketing. We introduce Uncle Drew as a real person and thus the audience experiences the magic of having witnessed him take the court in person. Only after he dominates the game do we reveal his true identity. A small social campaign drove initial awareness and enthusiasm for the video which consequently went viral. The goal was to drive awareness and generate views to spark positive conversation and buzz for the brand and the video. Our team worked with relevant influencers and bloggers to find creative ways to showcase the video and targeted features on social content sharing sites (Complex, COED Magazine, Mashable, Yardbarker) and Facebook ad integrations, which moved the needle with more views. We added buzz with exclusives and merchandise giveaways with sites like Starpulse, Hip Hop DX, The Big Lead and Black Sports Online. With a jumpstart social media campaign (2 weeks), the content grew organically and took on a life of its own. We quickly surpassed our initial goals: REACH GOAL Initial: 490,000 After 2 weeks: 15.1m CONVERSATIONAL REACH Initial: 2.5MM After 2 weeks: 77.3m VIDEO VIEWS Initial: 80-100,000 After 2 weeks: 8.3m (and climbing) As the video went viral, editorial coverage followed with positive stories in/on ESPN SportsCenter, Fortune, USA Today, NBC Sports, Grantland, NBA TV, The Huffington Post, Reddit, Mashable and Advertising Age. The social commentary was as important as the video metrics and editorial coverage. The video was shared and commented on with positive reviews and chatter about who was disguised as Uncle Drew (revealed at the end of the video) and appreciation toward Pepsi Max for bringing it to life. Uncle Drew and his phrases became a part of the sports lexicon ('I get buckets!' and 'Those youngbloods don't…') and were constantly repeated via tweets and announcer highlights (when showing Kyrie Irving and the Cleveland Cavaliers) on ESPN, the preeminent sports network in the U.S. With 22m+ views, 'Uncle Drew' ranked as the second most-watched ad on YouTube for 2012 and in the top 50 most-watched viral videos globally for the year.
德鲁叔叔
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UNCLE DREW
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基本信息
- 广告战役： #百事-推广与活动-2c43#
- 广告品牌： 百事
- 发布日期： 2000
- 行业领域： 烟酒/送礼 , 饮食/特产
- 媒体类别： 短视频 , 户外
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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