PUSH TO ADD DRAMA|短视频|广告营销案例【ADGuider广告指南】

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推送添加戏剧

案例简介：描述活动/条目比利时佛兰德斯推出新的美国电视频道 TNT。他们的口号是: “我们知道戏剧。” 我们决定给他们讲一个故事，而不是给佛兰德人讲 TNT 的故事。引发了人们不可阻挡的好奇心，我们在一个普通的佛兰德小镇的平均佛兰德广场上放置了一个红色的大按钮。带有按钮的标志邀请人们 “点击添加戏剧”。然后我们等着。敢于推动它的人会面临一系列非常快速的戏剧性和疯狂的事件，这些事件都发生在他们的眼前，都指的是 TNT 系列。最后，一大块布展开，说 “你每天的戏剧剂量”。从 10/04 在 telenet '。公关: 我们开始用公关方法解决一个新品牌的发布，让人们和媒体谈论它，而不是购买媒体。所以我们必须得到关注，而不是购买它。描述客户的简报 1。在目标受众中启动并建立即时意识，并为新的美国电视频道 TNT 是比利时弗兰德斯。2。旨在将一个新的电视频道 (TNT) 和它在人们心目中的特定品牌承诺 (戏剧) 联系起来。结果该活动于 4月发起。但这是在不到一周的时间里发生的事情:-YouTube 上超过 2900 万的浏览量-超过 250,000 的 “喜好”-超过 3.8 的 Facebook “股票” (有史以来第二大共享商业, 超过 120,000 条推文 (甚至查克 · 诺里斯也发了关于 TNT 的推文)-超过 2,500 篇博客文章-大量媒体关注: 国家和国际全球-和一个滑稽的乐高模仿. 执行触发了人们不可阻挡的好奇心，我们在佛兰德小镇的平均佛兰德广场放置了一个红色的大按钮。带有按钮的标志邀请人们 “点击添加戏剧”。然后我们等着。敢于推动它的人会面临一系列非常快速的戏剧性和疯狂的事件，这些事件都发生在他们的眼前，都指的是 TNT 系列。最后，一大块布展开说，“你每天的戏剧剂量。从 10/04 在 telenet '。Telenet 是比利时的数字电视提供商。形势比利时佛兰德斯新推出的美国电视频道 TNT。TNT 是一个高质量的娱乐频道，提供新鲜的系列，广受好评的电影和深刻的现实生活故事。他们的口号: 我们知道戏剧。TNT 的品牌承诺是 “值得谈论的电视”。我们的任务是做一个值得谈论的启动活动。因此，建议采用公关方法。战略 TNT 的口号是 “了解戏剧”。我们决定给比利时人讲一个故事，让他们直接参与品牌承诺 (戏剧)，而不是告诉佛兰德的 TNT 故事。所以我们选择了公关方法，而不是付费媒体方法。

推送添加戏剧

案例简介：Describe the campaign/entry Launch of the new American TV channel, TNT in Flanders, Belgium. Their tagline: 'we know drama.' Instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell. Triggering the unstoppable curiosity of people, we placed a big red push button on the average Flemish square of an average Flemish town. The sign with the button invites people to 'push to add drama'. And then we waited. People daring to push it were then confronted with a very fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the series on TNT. At the end a big cloth unfolds saying 'Your Daily Dose of Drama. From 10/04 on Telenet'. PR: we set out to solve a new brand launch with a PR-approach by getting people and press to talk about it instead of buying media. So we had to deserve the attention instead of buying it. Describe the brief from the client 1. Launch and build instant awareness among the target audience and press for the new American TV channel, TNT is Flanders, Belgium. 2. Aim to connect a new TV channel (TNT) and its specific brand promise (drama) in the minds of people. Results The campaign was launched mid April. But this is what happened in less than 1 week: - More than 29m views on YouTube - More than 250,000 'likes' -More than 3.8m Facebook 'shares' (the second-most shared commercial ever, and counting) - More than 120,000 tweets (even Chuck Norris tweeted about TNT) - More than 2,500 blog posts - Massive media attention: national and international worldwide - And a hilarious Lego-parody... Execution Triggering the unstoppable curiosity of people we placed a big red push button in the average Flemish square of an average Flemish town. The sign with the button invites people to 'push to add drama'. And then we waited. People daring to push it were then confronted with a very fast sequence of dramatic and crazy events occurring in front of their eyes, all referring to the series on TNT. At the end, a big cloth unfolds saying, 'Your Daily Dose of Drama. From 10/04 on Telenet'. Telenet is a provider of digital television in Belgium. The Situation The launch of the new American TV channel, TNT in Flanders, Belgium. TNT is a high quality entertainment channel that delivers fresh series, acclaimed films and insightful real life stories. Their tagline: We know drama. TNT’s brand promise is ‘TV worth talking about’. Our assignment was to make a launch campaign worth talking about. So a PR approach was recommended. The Strategy TNT’s tagline is 'We know drama'. Instead of telling the TNT story to Flemish, Belgian people we decided to give them a story to tell and directly engage them in the brand promise (drama). So we went for a PR approach rather than a paid-media approach.