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        胜利冰箱

        案例简介：为什么这项工作与娱乐狮子运动相关？ 体育史是由获胜者书写的。 但是失败者拥有这一刻。 因此，美国国家橄榄球联盟的啤酒赞助商巴德 · 莱特与联盟中最大的失败者克利夫兰 · 布朗合作。 为了纪念他们的斗争，我们创作了一个特别版的百威之光。 把它锁在冰箱里，只有当布朗一家最终获胜时才会打开。 我们把冰箱放在全市的酒吧里。 很快，每个人都在谈论它。球队，媒体，球迷。 历史书会告诉你谁赢得了这个赛季。 26亿的媒体观感，让你看看谁赢得了粉丝的心。 描述创意 每项运动都有那个团队。那支永远不会赢的球队。没有人比克利夫兰市更了解这一点。它以糟糕的体育历史/运气而闻名。 它的足球队 -- 克利夫兰 · 布朗队 -- 有着令人沮丧的记录。 在两个赛季中，他们输了 31 场比赛，只赢了 1 场。 但是它的粉丝仍然充满希望。就像大多数铁杆粉丝一样。 美国国家橄榄球联盟的官方啤酒赞助商巴德 · 莱特利用这种从根本上对失败者的心态，将布朗队的球迷聚集到 2018 赛季。为团队早该赢得的胜利建立预期并产生兴奋。 进入胜利冰箱。 我们创造了适合Instagram的 (亮橙色和电蓝色) 冰箱，为它们储存了限量版百威灯，并用智能技术连接的电子锁密封它们。然后我们把冰箱放在全市受欢迎的酒吧里。 我们向粉丝们承诺，当布朗一家赢得第一场比赛时，支持无线网络的锁将同时解锁，给成千上万的粉丝免费的庆祝芽灯。 描述策略 我们需要一个可以灵活的想法，尽管有几个变量。我们不知道布朗一家什么时候会赢，或者在哪里。是在家里，在克利夫兰，还是在匹兹堡，纽约，洛杉矶的路上？胜利冰箱让我们聚集球迷期待胜利，然后在胜利最终发生的任何时候和任何地方全力庆祝胜利。 为了最大限度地提高知名度，我们在季前赛期间启动了该节目，利用了该队在HBO流行的 “硬碰硬” 系列中获得的更高曝光率。 我们创造了引人注目的胜利冰箱，为它们配备了支持无线网络的锁，这样它们就可以在布朗一家获胜的那一刻远程激活/解锁。然后我们与Browns组织和Bud Light批发商/分销商合作，将它们放在克利夫兰范围内的酒吧中。 我们还制作了较小规模的胜利冰箱，用布朗的影响者播种，以增强粉丝的兴奋。 描述执行 八月，巴德 · 莱特雇佣了两名前克利夫兰 · 布朗球员传奇，将第一台胜利冰箱送到一家著名的体育酒吧。不久之后，我们向全市的酒吧提供了更多的冰箱，在那里粉丝们可以聚集在一起为失败者布朗一家欢呼，期待着期待已久的胜利和当之无愧的免费百威之光。 为了进一步扩大公告，巴德 · 莱特制作了迷你 “胜利冰箱”，为他们播种了 18 个社交和媒体影响者，包括前球员乔 · 托马斯和安德鲁 · 霍金斯，职业摔跤手和真人秀明星，举几个例子，《米兹》和典型的超级粉丝《南瓜头》。 百威之光大使和媒体为每场比赛都在现场，为连锁店从冰箱上掉下来的获胜时刻做好准备。 当大胜利最终发生时，巴德 · 莱特在推特上写道，“克利夫兰，布朗一家赢了。冰箱是开着的。去用百威灯庆祝吧。这是你应得的。“该党随后在克利夫兰和全国范围内举行! 描述结果 从季前赛中引入胜利冰箱的那一刻起，通过几次连续加时赛的失败，到布朗队备受期待的第三周胜利，巴德 · 莱特主导了地方和国家的对话。这是五周多持续的媒体报道。 635，克利夫兰 · 布朗队击败了纽约喷射机队，让热爱足球的球迷享受到一种庆祝的、免费的百威之光。 "百威之光胜利冰箱终于解锁了，派对开始了!"-今日秀 结果: -1,057 媒体故事 -26亿媒体印象 -报道亮点: 早安美国，纽约时报，今日美国，洛杉矶时报，华盛顿邮报，商业内幕，Bleacher报道，纽约邮报，CNBC，ESPN，雅虎!体育 -- 获胜的四分卫贝克 · 梅菲尔德在全国电视赛后新闻发布会上现场问道: “他们打开了百威之光的东西吗？” -3亿社会印象 -在克利夫兰销售了近 500,000 个额外的芽灯

        胜利冰箱

        案例简介：Why is this work relevant for Entertainment Lions for Sport? The history of sports is written by the winners. But the underdogs own the moment. So Bud Light, the NFL’s beer sponsor, partnered with the biggest underdog in the league–The Cleveland Browns. To honor their struggle we created a special-edition Bud Light. And locked it away in fridges that would only open when the Browns finally won. We placed the fridges in bars citywide. Soon, everyone was talking about it. The team, the media, the fans. The history books will tell you who won the season. The 2.6 billion media impressions will show you who won the fans’ hearts. Describe the creative idea Every sport has that team. That team that never wins. No one knows this better than the city of Cleveland. It’s known for having terrible sports history/luck. Its football team–the Cleveland Browns–had a dismal record. Over two seasons, they lost 31 games and won just 1. But its fans remained hopeful. As most die-hard fans do. Bud Light, the NFL’s official beer sponsor, tapped into this root-for-the-underdog mindset to rally Browns fans heading into the 2018 season. To build anticipation and generate excitement for the team’s long-overdue win. Enter Victory Fridges. We created Instagram-worthy (bright-orange-and-electric-blue) refrigerators, stocked them with limited edition Bud Lights, and sealed them with smart-tech-connected electronic locks. Then we placed the fridges in popular bars citywide. We promised fans that the Wi-Fi-enabled locks would be simultaneously unlocked when the Browns won their first game, giving thousands of fans free, celebratory Bud Lights. Describe the strategy We needed an idea that could flex despite several variables. We didn’t know when the Browns would win, or where. Would it be at home, in Cleveland, Or on the road in Pittsburgh, New York, Los Angeles? Victory Fridges allowed us to rally fans in anticipation of the win, and then to fully celebrate the victory whenever and wherever it finally happened. To maximize visibility, we kicked-off the program during preseason, taking advantage of heightened exposure the team received while being featured in HBO’s popular “Hard Knocks” series. We created the eye-catching Victory Fridges, outfitting them with Wi-Fi-enabled locks, so they could be remotely activated/unlocked the moment the Browns won. Then we partnered with the Browns organization and Bud Light wholesalers/distributors to prominently place them in bars Cleveland-wide. We also crafted smaller-scale Victory Fridges, seeding them with Browns influencers to bolster fan excitement. Describe the execution In August, Bud Light engaged two former Cleveland Browns player-legends to deliver the first Victory Fridge to a well-known sports bar. Soon after, we delivered additional Fridges to bars citywide, where fans could gather and cheer-on the underdog Browns, anticipating the long-awaited win and well-deserved free Bud Light. To further amplify the announcement, Bud Light created mini “Victory Fridges,” seeding them with 18 social and media influencers, including former players Joe Thomas and Andrew Hawkins, professional wrestler and reality TV star, “The Miz,” and quintessential super-fan “Pumpkin Head,” to name a few. Bud Light ambassadors and media were onsite for every game, prepared for the winning moment when the chains would drop from the fridges. When the big win finally happened, Bud Light tweeted, “Cleveland, the @Browns won. The fridges are open. Go celebrate with a Bud Light. You’ve earned it.” and the party ensued in Cleveland and nationwide! Describe the outcome From the moment Victory Fridges were introduced during the pre-season, through several down-to-the-wire-overtime-losses, to the Browns’ highly-anticipated week-3 win, Bud Light dominated local and national conversation. That’s five-plus weeks of sustained media coverage. And 635 days in the making, the Cleveland Browns beat the New York Jets, allowing revved-up, football-loving fans to enjoy a celebratory, free Bud Light. “The Bud Light Victory Fridges were unlocked at long last and the party was on!” - TODAY SHOW Results: -1,057 media stories -2.6 billion media impressions -Coverage highlights: Good Morning America, New York Times, USA Today, Los Angeles Times, Washington Post, Business Insider, Bleacher Report, New York Post, CNBC, ESPN, Yahoo! Sports -Winning quarterback Baker Mayfield asked, live, during the nationally televised post-game press conference: “did they open the Bud Light things yet?” -300 million social impressions -Nearly 500,000 additional Bud Lights sold YOY in Cleveland

        Victory Fridge

        案例简介：为什么这项工作与娱乐狮子运动相关？ 体育史是由获胜者书写的。 但是失败者拥有这一刻。 因此，美国国家橄榄球联盟的啤酒赞助商巴德 · 莱特与联盟中最大的失败者克利夫兰 · 布朗合作。 为了纪念他们的斗争，我们创作了一个特别版的百威之光。 把它锁在冰箱里，只有当布朗一家最终获胜时才会打开。 我们把冰箱放在全市的酒吧里。 很快，每个人都在谈论它。球队，媒体，球迷。 历史书会告诉你谁赢得了这个赛季。 26亿的媒体观感，让你看看谁赢得了粉丝的心。 描述创意 每项运动都有那个团队。那支永远不会赢的球队。没有人比克利夫兰市更了解这一点。它以糟糕的体育历史/运气而闻名。 它的足球队 -- 克利夫兰 · 布朗队 -- 有着令人沮丧的记录。 在两个赛季中，他们输了 31 场比赛，只赢了 1 场。 但是它的粉丝仍然充满希望。就像大多数铁杆粉丝一样。 美国国家橄榄球联盟的官方啤酒赞助商巴德 · 莱特利用这种从根本上对失败者的心态，将布朗队的球迷聚集到 2018 赛季。为团队早该赢得的胜利建立预期并产生兴奋。 进入胜利冰箱。 我们创造了适合Instagram的 (亮橙色和电蓝色) 冰箱，为它们储存了限量版百威灯，并用智能技术连接的电子锁密封它们。然后我们把冰箱放在全市受欢迎的酒吧里。 我们向粉丝们承诺，当布朗一家赢得第一场比赛时，支持无线网络的锁将同时解锁，给成千上万的粉丝免费的庆祝芽灯。 描述策略 我们需要一个可以灵活的想法，尽管有几个变量。我们不知道布朗一家什么时候会赢，或者在哪里。是在家里，在克利夫兰，还是在匹兹堡，纽约，洛杉矶的路上？胜利冰箱让我们聚集球迷期待胜利，然后在胜利最终发生的任何时候和任何地方全力庆祝胜利。 为了最大限度地提高知名度，我们在季前赛期间启动了该节目，利用了该队在HBO流行的 “硬碰硬” 系列中获得的更高曝光率。 我们创造了引人注目的胜利冰箱，为它们配备了支持无线网络的锁，这样它们就可以在布朗一家获胜的那一刻远程激活/解锁。然后我们与Browns组织和Bud Light批发商/分销商合作，将它们放在克利夫兰范围内的酒吧中。 我们还制作了较小规模的胜利冰箱，用布朗的影响者播种，以增强粉丝的兴奋。 描述执行 八月，巴德 · 莱特雇佣了两名前克利夫兰 · 布朗球员传奇，将第一台胜利冰箱送到一家著名的体育酒吧。不久之后，我们向全市的酒吧提供了更多的冰箱，在那里粉丝们可以聚集在一起为失败者布朗一家欢呼，期待着期待已久的胜利和当之无愧的免费百威之光。 为了进一步扩大公告，巴德 · 莱特制作了迷你 “胜利冰箱”，为他们播种了 18 个社交和媒体影响者，包括前球员乔 · 托马斯和安德鲁 · 霍金斯，职业摔跤手和真人秀明星，举几个例子，《米兹》和典型的超级粉丝《南瓜头》。 百威之光大使和媒体为每场比赛都在现场，为连锁店从冰箱上掉下来的获胜时刻做好准备。 当大胜利最终发生时，巴德 · 莱特在推特上写道，“克利夫兰，布朗一家赢了。冰箱是开着的。去用百威灯庆祝吧。这是你应得的。“该党随后在克利夫兰和全国范围内举行! 描述结果 从季前赛中引入胜利冰箱的那一刻起，通过几次连续加时赛的失败，到布朗队备受期待的第三周胜利，巴德 · 莱特主导了地方和国家的对话。这是五周多持续的媒体报道。 635，克利夫兰 · 布朗队击败了纽约喷射机队，让热爱足球的球迷享受到一种庆祝的、免费的百威之光。 "百威之光胜利冰箱终于解锁了，派对开始了!"-今日秀 结果: -1,057 媒体故事 -26亿媒体印象 -报道亮点: 早安美国，纽约时报，今日美国，洛杉矶时报，华盛顿邮报，商业内幕，Bleacher报道，纽约邮报，CNBC，ESPN，雅虎!体育 -- 获胜的四分卫贝克 · 梅菲尔德在全国电视赛后新闻发布会上现场问道: “他们打开了百威之光的东西吗？” -3亿社会印象 -在克利夫兰销售了近 500,000 个额外的芽灯

        Victory Fridge

        案例简介：Why is this work relevant for Entertainment Lions for Sport? The history of sports is written by the winners. But the underdogs own the moment. So Bud Light, the NFL’s beer sponsor, partnered with the biggest underdog in the league–The Cleveland Browns. To honor their struggle we created a special-edition Bud Light. And locked it away in fridges that would only open when the Browns finally won. We placed the fridges in bars citywide. Soon, everyone was talking about it. The team, the media, the fans. The history books will tell you who won the season. The 2.6 billion media impressions will show you who won the fans’ hearts. Describe the creative idea Every sport has that team. That team that never wins. No one knows this better than the city of Cleveland. It’s known for having terrible sports history/luck. Its football team–the Cleveland Browns–had a dismal record. Over two seasons, they lost 31 games and won just 1. But its fans remained hopeful. As most die-hard fans do. Bud Light, the NFL’s official beer sponsor, tapped into this root-for-the-underdog mindset to rally Browns fans heading into the 2018 season. To build anticipation and generate excitement for the team’s long-overdue win. Enter Victory Fridges. We created Instagram-worthy (bright-orange-and-electric-blue) refrigerators, stocked them with limited edition Bud Lights, and sealed them with smart-tech-connected electronic locks. Then we placed the fridges in popular bars citywide. We promised fans that the Wi-Fi-enabled locks would be simultaneously unlocked when the Browns won their first game, giving thousands of fans free, celebratory Bud Lights. Describe the strategy We needed an idea that could flex despite several variables. We didn’t know when the Browns would win, or where. Would it be at home, in Cleveland, Or on the road in Pittsburgh, New York, Los Angeles? Victory Fridges allowed us to rally fans in anticipation of the win, and then to fully celebrate the victory whenever and wherever it finally happened. To maximize visibility, we kicked-off the program during preseason, taking advantage of heightened exposure the team received while being featured in HBO’s popular “Hard Knocks” series. We created the eye-catching Victory Fridges, outfitting them with Wi-Fi-enabled locks, so they could be remotely activated/unlocked the moment the Browns won. Then we partnered with the Browns organization and Bud Light wholesalers/distributors to prominently place them in bars Cleveland-wide. We also crafted smaller-scale Victory Fridges, seeding them with Browns influencers to bolster fan excitement. Describe the execution In August, Bud Light engaged two former Cleveland Browns player-legends to deliver the first Victory Fridge to a well-known sports bar. Soon after, we delivered additional Fridges to bars citywide, where fans could gather and cheer-on the underdog Browns, anticipating the long-awaited win and well-deserved free Bud Light. To further amplify the announcement, Bud Light created mini “Victory Fridges,” seeding them with 18 social and media influencers, including former players Joe Thomas and Andrew Hawkins, professional wrestler and reality TV star, “The Miz,” and quintessential super-fan “Pumpkin Head,” to name a few. Bud Light ambassadors and media were onsite for every game, prepared for the winning moment when the chains would drop from the fridges. When the big win finally happened, Bud Light tweeted, “Cleveland, the @Browns won. The fridges are open. Go celebrate with a Bud Light. You’ve earned it.” and the party ensued in Cleveland and nationwide! Describe the outcome From the moment Victory Fridges were introduced during the pre-season, through several down-to-the-wire-overtime-losses, to the Browns’ highly-anticipated week-3 win, Bud Light dominated local and national conversation. That’s five-plus weeks of sustained media coverage. And 635 days in the making, the Cleveland Browns beat the New York Jets, allowing revved-up, football-loving fans to enjoy a celebratory, free Bud Light. “The Bud Light Victory Fridges were unlocked at long last and the party was on!” - TODAY SHOW Results: -1,057 media stories -2.6 billion media impressions -Coverage highlights: Good Morning America, New York Times, USA Today, Los Angeles Times, Washington Post, Business Insider, Bleacher Report, New York Post, CNBC, ESPN, Yahoo! Sports -Winning quarterback Baker Mayfield asked, live, during the nationally televised post-game press conference: “did they open the Bud Light things yet?” -300 million social impressions -Nearly 500,000 additional Bud Lights sold YOY in Cleveland

        胜利冰箱

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        Victory Fridge

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