McFit vs. FC Bayern Munich (Film)|短视频|广告营销案例【ADGuider广告指南】

麦克菲 vs 拜仁慕尼黑 (电影)

案例简介：简介: McFit 拥有 100 多个地点和 800,000 名成员，是世界上排名前五的健身工作室连锁店之一。然而，McFit 的目标是增加德国和奥地利的成员数量。 2008年底，作为备受推崇的慈善电视节目 “爱因 · 福尔 · 金德” (一颗儿童之心) 的一部分，麦克费特在一场足球比赛中出价:与拜仁慕尼黑足球俱乐部的一场比赛是德国最成功的足球俱乐部。麦克菲特创造了一个虚构的角色 “卡利 · 卡苏尔克”，由德国著名喜剧演员奥利弗 · 波彻扮演。这部漫画创作引起了预期的兴趣: 在德国第二大私人电视台 SAT.1 的支持下，该电视台也在奥地利 broadcast 和阿迪达斯播出, 麦克弗特把这场比赛变成了一个跨媒体的赛事，给人以冠军联赛的感觉。促销活动从招募阶段开始，寻找代表 McFit Allstars 团队的球员。这一阶段引起了人们的注意，一个宣传网站和一个在健身工作室广播的 McFit 频道的预告片。最初的成功: 2,500 名参与者发送了他们自己的视频应用程序。McFit YouTube 频道成为德国最受欢迎的频道，大众媒体也自发地开始报道这场运动。媒体兴趣增加。招聘的第二阶段是以德国/奥地利 sat.1 特别制作的淘汰秀的形式进行的。周六晚上，在观看高峰时段，大量明星和业余足球运动员在专业人士面前争夺球队的一席之地。这四个节目的收视率出人意料地达到了很高的观众数量，每集约有 200万人收看。高档点的推广是事件本身的足球比赛，这是 2009年7月25日日,50,000 多名付费观众在位于盖尔森基兴的沙尔克 04 体育场观看了比赛，观看人数为 356 万。最终，促销期间会员人数的增长几乎是市场上所有竞争对手平均增长率的两倍。23.1% 年，McFit 的会员人数增加了 2009，而且人数还在继续增加，这意味着 McFit 将在 2009年首次成为德国/奥地利收入最高的健身工作室连锁店。

麦克菲 vs 拜仁慕尼黑 (电影)

案例简介：SUMMARY:With over 100 locations and 800,000 members, McFit is one of the top 5 fitness studio chains in the world. However, McFit aimed at increasing the number of members in Germany and Austria.As part of the highly-regarded charity telethon "Ein Herz für Kinder" (A Heart for Children) at the end of 2008, McFit made a bid on a soccer match: A match versus FC Bayern Munich Germanys most successful soccer club.McFit created the fictional character "Kalli Kasuhlke", played by the popular German comedian Oliver Pocher. This comic creation generated the anticipated interest: with support from SAT.1, Germany's second largest private station which is also broadcast in Austria and Adidas, McFit turned the match into a cross-media event with a Champions League feel.The promotion started with a recruiting phase a search for players to represent the McFit Allstars team. The phase generated attention with a promotional website as well as a trailer on the McFit channel broadcast in the fitness studios. The initial success: 2,500 participants sent in their own video applications. The McFit YouTube channel became the most viewed channel in Germany and the popular press also spontaneously started reporting on the campaign. Media interest grew.The second phase of recruiting was done in the form of a specially created elimination show on German/Austrian SAT.1. A massive number of stars and amateur soccer players fought for a spot on the team in front of a panel of professionals during peak viewing hours on Saturday night. The ratings for the four shows achieved an unexpectedly high number of viewers, with around 2 million people tuning in per episode.The high point of the promotion was the event itself the soccer match, which was held on July 25, 2009, attended by more than 50,000 paying spectators in Schalke 04's stadium in Gelsenkirchen and watched by 3,56 million viewers.In the end, the growth in membership during the promotion was nearly double the average rate of growth for all competitors in the market. McFit recorded a 23.1% increase in membership for 2009 and the numbers continue to increase, meaning that McFit will be the top fitness studio chain in Germany/Austria in revenue for the first time ever in 2009.