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安卓套件 KAT
案例简介：创意执行: 新安卓操作系统的预期名称是关键的酸橙馅饼，所以奇巧安卓合作的消息影响巨大。 这个名字和伴随的图标只发布了一条推特和一条转发。社交媒体做了其余的事情。不到一个小时，它就成了一个有机的热门话题。 安卓图像出现在奇巧包装上，奇巧图像出现在安卓操作系统上, 刺激额外的对话，通过社交平台与消费者建立丰富的关系，并巩固奇巧品牌和安卓手机之间的长期联系。 对于安卓来说，这个想法创造了有史以来最受关注的版本发布，给 Android.com 带来了 10 倍的流量。 对奇巧来说，它巩固了自己作为互联网上的骨牌品牌的地位。该活动在 Youtube 上获得了 3.18 的浏览量; 超过 1,935 的在线提及和惊人的 496 亿推特印象。这导致数百万有机访问者访问 KITKAT.com，加上 1150% 的 Youtube 追随者和 301% 的推特追随者增加。最终，该运动在 19 个国家建立了丰富的消费者关系并增加了市场份额。 这一切都没有谷歌或雀巢支付对方一分钱。 休息时间已经改变了。 人们很少停下来什么也不做。休息变得不那么深思熟虑，更不被认可。有时他们是流动的，充满了活动，有时他们涉及分散注意力的小时刻。 通常情况下，人们会转向智能手机来填补这些短暂的停机时间。那么，一个已经拥有了 78 年的品牌如何在越来越多的在线观众中保持相关性和标志性？同样，谷歌如何找到一种新的创新方式来扩展媒体空间，以推广他们新的安卓操作系统？ 将安卓操作系统的 K 版命名为 “小猫”，并与谷歌建立合作伙伴关系，这为在线品牌打破时刻提供了绝佳的机会，并在糖果品牌和最新智能手机之间建立了意想不到的联系。
安卓套件 KAT
案例简介：Creative Execution: The expected name for the new Android OS had been Key Lime Pie, so news of a KITKAT Android partnership hugely impactful. The name and accompanying icon were launched with just one single Tweet, and one Re-Tweet. Social media did the rest. Within an hour, it became an organically trending topic. Android iconography appeared on KITKAT packaging and KITKAT iconography appeared on the Android operating system, stimulating additional conversation and creating enriched relationships with consumers across social platforms and underpinning the long-term connection between the KITKAT brand and the Android mobile. For Android this idea created the most talked about version launch of all time, generating 10 times more traffic to Android.com. For KITKAT it cemented its place as a bone fide brand on the Internet. The campaign has had 3.18m Youtube views; over 1,935m online mentions and a staggering 4.96bn Twitter impressions. This resulted in millions of organic visitors to KITKAT.com, plus a 1150% increased Youtube following and a 301% increased Twitter following. Ultimately, the campaign created enriched consumer relationships and increased market share in 19 countries. And all this without Google or Nestlé paying each other a single cent. Break taking has changed. People rarely stop and do nothing. Breaks have become less deliberate and less recognised. Sometimes they are fluid and filled with activity, sometimes they involve small moments of distraction. More often than not, people turn to their smartphone to fill these mini-moments of downtime. So how does a brand that for 78 years has owned the break stay relevant and remain iconic with an increasingly online audience? Similarly, how does Google find a new and innovative way to extend the media space in which to promote their new Android operating system? Naming the K-release of the Android OS ‘KITKAT’ and entering into a partnership with Google provided the perfect opportunity to brand the break moment online and create an unexpected connection between a confectionery brand and the latest smartphone.
ANDROID KIT KAT
案例简介：创意执行: 新安卓操作系统的预期名称是关键的酸橙馅饼，所以奇巧安卓合作的消息影响巨大。 这个名字和伴随的图标只发布了一条推特和一条转发。社交媒体做了其余的事情。不到一个小时，它就成了一个有机的热门话题。 安卓图像出现在奇巧包装上，奇巧图像出现在安卓操作系统上, 刺激额外的对话，通过社交平台与消费者建立丰富的关系，并巩固奇巧品牌和安卓手机之间的长期联系。 对于安卓来说，这个想法创造了有史以来最受关注的版本发布，给 Android.com 带来了 10 倍的流量。 对奇巧来说，它巩固了自己作为互联网上的骨牌品牌的地位。该活动在 Youtube 上获得了 3.18 的浏览量; 超过 1,935 的在线提及和惊人的 496 亿推特印象。这导致数百万有机访问者访问 KITKAT.com，加上 1150% 的 Youtube 追随者和 301% 的推特追随者增加。最终，该运动在 19 个国家建立了丰富的消费者关系并增加了市场份额。 这一切都没有谷歌或雀巢支付对方一分钱。 休息时间已经改变了。 人们很少停下来什么也不做。休息变得不那么深思熟虑，更不被认可。有时他们是流动的，充满了活动，有时他们涉及分散注意力的小时刻。 通常情况下，人们会转向智能手机来填补这些短暂的停机时间。那么，一个已经拥有了 78 年的品牌如何在越来越多的在线观众中保持相关性和标志性？同样，谷歌如何找到一种新的创新方式来扩展媒体空间，以推广他们新的安卓操作系统？ 将安卓操作系统的 K 版命名为 “小猫”，并与谷歌建立合作伙伴关系，这为在线品牌打破时刻提供了绝佳的机会，并在糖果品牌和最新智能手机之间建立了意想不到的联系。
ANDROID KIT KAT
案例简介：Creative Execution: The expected name for the new Android OS had been Key Lime Pie, so news of a KITKAT Android partnership hugely impactful. The name and accompanying icon were launched with just one single Tweet, and one Re-Tweet. Social media did the rest. Within an hour, it became an organically trending topic. Android iconography appeared on KITKAT packaging and KITKAT iconography appeared on the Android operating system, stimulating additional conversation and creating enriched relationships with consumers across social platforms and underpinning the long-term connection between the KITKAT brand and the Android mobile. For Android this idea created the most talked about version launch of all time, generating 10 times more traffic to Android.com. For KITKAT it cemented its place as a bone fide brand on the Internet. The campaign has had 3.18m Youtube views; over 1,935m online mentions and a staggering 4.96bn Twitter impressions. This resulted in millions of organic visitors to KITKAT.com, plus a 1150% increased Youtube following and a 301% increased Twitter following. Ultimately, the campaign created enriched consumer relationships and increased market share in 19 countries. And all this without Google or Nestlé paying each other a single cent. Break taking has changed. People rarely stop and do nothing. Breaks have become less deliberate and less recognised. Sometimes they are fluid and filled with activity, sometimes they involve small moments of distraction. More often than not, people turn to their smartphone to fill these mini-moments of downtime. So how does a brand that for 78 years has owned the break stay relevant and remain iconic with an increasingly online audience? Similarly, how does Google find a new and innovative way to extend the media space in which to promote their new Android operating system? Naming the K-release of the Android OS ‘KITKAT’ and entering into a partnership with Google provided the perfect opportunity to brand the break moment online and create an unexpected connection between a confectionery brand and the latest smartphone.
安卓套件 KAT
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ANDROID KIT KAT
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创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
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竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
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