PLAN B - BALLANTINE'S|短视频|广告营销案例【ADGuider广告指南】

B计划-ballantines

案例简介：描述活动/条目百龄坛决定投资将其品牌与音乐联系起来，因为它与酒吧文化有着内在的联系。然而，三年后，百龄坛在建立一个可信的相关协会方面几乎没有成功。事实上，他们在品牌与音乐的关联方面排名 74 位。B计划是一个大众采购音乐项目，在这个项目中，百龄坛开始与西班牙音乐制作人卡洛斯 · 让合作，在消费者的帮助下创作原创音乐。利用消费者对音乐的热情，b计划创造了一种新的艺术形式: 集体歌曲创作。卡洛斯 · 吉恩因在音乐行业的信誉而被选中参加竞选。曾与 Alejandro Sanz 、 Miguel Bose 和 Shakira 等音乐巨星合作，他在创作开发过程中使用技术的独特风格使他成为进步百龄坛品牌的理想大使结果百龄坛开始加强与音乐的联系。该品牌现在在品牌协会中排名第六: 20 万视频浏览量，社交媒体 200,000 粉丝，每首歌的平均贡献者超过 1,000 人, 发布的 6 首歌曲中有 4 首在 iTunes 上排名第一，2 首在电台上排名第一，1 首获得金牌。卡洛斯 · 吉恩制作了音乐基础，消费者上传了他们的贡献 (声乐或器乐)。卡洛斯然后选择了最好的贡献来创作最后一首歌。每 4 到 6 周上传一次曲目，以保持竞选势头。有一个基于网络的电视频道，www.elplanb.TV，记录了从创作到音乐分享和投票的整个过程。创作过程是通过一系列短视频拍摄和发布的，通过网络电视和所有社交媒体平台向观众提供不断流动的新内容。该项目提供了非常有价值的电视曝光。主要的黄金时段电视节目 El Hormiguero 抓住机会赋予他们的节目内容，并与 Carlos Jean 联系，为他提供一个综合的每周节目时段, 在那里他展示了最新的音乐贡献，以及他是如何为 b计划制作歌曲的重要的是, 2010/11 保乐力加年度报告称，在充满挑战的经济环境下，计划 B 是其市场份额增长的重要驱动力。该活动在目标受众中提供了 50% 的认识，70% 的消费者正确地将该活动归因于去百龄坛。

B计划-ballantines

案例简介：Describe the campaign/entry Ballantine’s decided to invest in associating its brand with music as it was intrinsically linked with bar culture. Yet after 3 years, Ballantine’s has had little success in forging a credible and relevant association. In fact, they were ranked no. 74 in terms of brand association with music. Plan B was a crowd sourcing music project in which Ballantine’s embarked on a partnership with Spanish music producer, Carlos Jean, to create original music with the help of their consumers. Harnessing consumers’ passion in music, Plan B forged a new art form: collective song writing. Carlos Jean was chosen to front the campaign for his credibility in the music industry. Having worked with music superstars such as Alejandro Sanz, Miguel Bose and Shakira, his unique style of using technology in his creative development process made him the ideal ambassador for the progressive Ballantine’s brand Results Ballantine’s set out to strengthen its association with music. The brand is now ranked no.6 in brand association: 20m video views, 200,000 followers in social media, An impressive average of over 1,000 contributors per song, 4 out of 6 songs released reached no.1 on iTunes, 2 songs reached no.1 in radio, 1 went gold. Carlos Jean produced the musical base and consumers uploaded their contributions (vocal or instrumental). Carlos then selected the best contributions to build the final song. Tracks were uploaded every 4 to 6 weeks to keep up the campaign momentum. There was a web-based TV channel, www.elplanb.tv, chronicling the entire process from creation to sharing and voting on the music. The creative process was filmed and published through a series of short videos, providing a constant flow of new content to the audience through the web TV and all social media platforms. The project delivered highly valuable TV exposure. Leading prime time TV show, El Hormiguero, seized on the opportunity to empower their programme content and approached Carlos Jean to offer him an integrated weekly slot within the show, where he showcased the latest musical contributions and how he went about putting songs together for Plan B. Importantly, the 2010/11 Pernod Ricard Annual Report cited Plan B as a significant driver in its market share growth in a challenging economic climate The campaign delivered 50% awareness amongst the target audience and 70% of consumers correctly attributed the campaign to Ballantine’s.