THE MOVIE OUT HERE|短视频|广告营销案例【ADGuider广告指南】

外面的电影

案例简介：描述活动/条目加拿大对品牌娱乐相对较新。大多数处决以网络视频或短片的形式在线直播。在广播领域，品牌通常依靠现有资产，通过赞助或植入式广告将自己的品牌与电视节目结合起来。有一些 “自有媒体娱乐” 的案例，一个品牌将编写剧本并制作一个在电视上播放的系列节目。影响 Kokanee 的限制主要在于酒精广告。ASC (加拿大广告标准) 是加拿大的管理机构，列出了酒类广告商必须遵守的六个 “主题”: -广告不得鼓励人们普遍饮酒。 -广告不得宣传不负责任或非法使用酒精。 -广告不得将酒精与社会或个人成就联系起来。 -广告不得针对法定饮酒年龄以下的人。 -广告不得将酒精与使用机动车辆或需要大量技能或护理的活动联系起来。 -竞赛和促销不能以购买或消费酒精为条件。结果 Kokanee 是加拿大西部的啤酒品牌，25 年来一直是该品牌的一部分。这种叙述围绕着大麻烟展开，并经常被用来以非常规的方式吸引消费者。合乎逻辑的下一步是以前所未有的方式吸引消费者。最大的想法是制作一部 90 分钟的电影，在加拿大西部的电影院上映。这部电影将融入该品牌的角色和叙事，但它也是一部喜剧。在 2012年，这部电影被宣布。这将被称为电影，在这里播放品牌的标语，这里是啤酒。通过各种交流，鼓励消费者通过试镜各种角色，提交自己的道具，输入一首歌在配乐上，来帮助 “制作” 这部电影, 或者投票选出他们最喜欢的酒吧出演这部电影。他们甚至可以在期末学分中获得自己的名字。在 2012年的夏天，这部电影被拍摄了。消费者可以访问在线幕后视频，在那里他们可以跟踪制作并会见演员。 2012年9月，电影拍摄后，Kokanee 举行了一场比赛，让消费者有机会在独家首映式上偷看这部电影。他们还可以扫描限量版电影罐头，看看独家电影镜头和预告片。这部电影通过一个完全整合的活动传达给消费者，包括电视、电影、户外、广播、零售 (包括流行音乐、包装和玻璃器皿) 、酒吧、在线、社交媒体、体验和公关。观众参与是关键，因此所有的沟通接触点都引导消费者去 theopievouthere.ca。在线中心促使消费者试镜电影中的一个角色，提交自己的道具, 输入要包含在配乐中的歌曲，或者投票选择他们最喜欢的酒吧作为关键位置。对于那些喜欢低参与度选项的人来说，他们可以通过简单地将自己的名字添加到片尾来成为电影的一部分。这场运动已经超过了所有目标。品牌健康得分超过目标 21%，市场份额超过计划 6%。此外，风扇收购和风扇参与指标分别超过所有预期 152% 和 3,163%。在发布的那一周，我们的 IMDb 排名在 IMDb 网站上的 1% 多个标题中排名前 180万。最重要的是，我们的粉丝喜欢这部电影。在我们最大的市场温哥华，这部电影在开幕周末的 12 部电影中排名第四，击败了许多其他高预算大片。这也是第一个新版本和第一个喜剧。

外面的电影

案例简介：Describe the campaign/entry Canada is relatively new to Branded Entertainment. The majority of executions live online in the form of web video or short films. In the broadcast world, brands typically piggyback on existing assets, marrying their brand with a TV show through sponsorship or product placement. There have been cases of "owned-media entertainment" in which a brand would script and produce a series that broadcasts on TV. The restrictions that affect Kokanee lie primarily in the advertising of alcohol. The ASC (Advertising Standards Canada) is the governing body in Canada, and lays out six "themes" to which alcohol advertisers must abide: - Advertising must not encourage the general consumption of alcohol. - Advertising must not promote the irresponsible or illegal use of alcohol. - Advertising must not associate alcohol with social or personal achievement. - Advertising must not be directed to persons under the legal drinking age. - Advertising must not associate alcohol with the use of motor vehicles or with activities requiring a significant degree of skill or care. - Contests and promotions cannot be conditional on the purchase or consumption of alcohol. Results Kokanee is a Western Canadian beer brand with an ongoing narrative that has been a part of the brand for over 25 years. This narrative revolves around Sasquatch and has often been leveraged to engage consumers in unconventional ways. The logical next step was to engage consumers in a way that no brand has ever engaged them before. The big idea was to create a 90-minute movie for wide release in cinemas across Western Canada. The movie would incorporate the brand's cast of characters and narrative, but it would also stand alone as a comedy. In May of 2012, the movie was announced. It would be called The Movie Out Here, playing off the brand's tagline, It's The Beer Out Here. Through various communication, consumers were encouraged to help "make" the movie by auditioning for various roles, submitting their own props, entering a song to be on the soundtrack, or voting for their favourite bar to be in the movie. They could even get their name in the closing credits. Over the summer of 2012, the movie was shot. Consumers had access to online behind-the-scenes video where they could follow the production and meet the cast. In September 2012, after the movie was shot, Kokanee held a contest giving consumers the opportunity to have a sneak peek at the movie at exclusive premieres. They could also scan limited-edition Movie cans to see exclusive movie footage and trailers. The Movie Out Here was communicated to consumers through a fully integrated campaign that included TV, cinema, OOH, radio, retail (including POP, packaging and glassware), in-bar, online, social media, experiential and PR. Audience engagement was key, therefore all communication touch points directed consumers to TheMovieOutHere.ca. The online hub prompted consumers to audition for a role in the movie, submit their own props, enter a song to be included on the soundtrack or vote for their favourite bar to be used as a key location. For those who preferred a low-engagement option, they could be a part of the movie by simply adding their name to the end credits. The campaign has surpassed all targets. Brand health scores were above target by 21%, and market share has surpassed plan by 6%. In addition fan acquisition and fan engagement metrics surpassed all expectations by 152% and 3,163% respectively. And during the week of the release, our IMDb rank was in the top 1% out of over 1.8 million titles on the IMDb site. Most importantly, our fans loved the movie. In our largest market, Vancouver, The Movie Out Here ranked 4th out of 12 movies on opening weekend, beating out many other high-budget blockbusters. It was also the #1 new release and #1 comedy.