WAKE UP & SMELL THE BACON|短视频|广告营销案例【ADGuider广告指南】

醒来，闻到培根的味道

案例简介：创意执行: 经过九个月的研发，我们融合了一种定制的培根香味，原型化了一种设备来交付它，并开发了一款附带的闹钟应用程序。为了推广该产品，我们制作了一个网络视频，模仿当代香水广告荒谬、异想天开的基调，并推出了一个网站，培根粉丝可以申请赢得 5,000 款限量版设备之一。为了帮助制造嗡嗡声，我们在记者和 infuencers 那里播种了一些设备 (“醒来闻培根” 需要有经验才能相信) 并利用数字媒体向大众传播我们滑稽的视频。对限量版产品的需求突然而巨大，超过 307,000 人申请赢得免费设备，67,000 多人下载了该应用。媒体机构抓住机会在电视上演示这些设备，并在报纸上评论它们。《今日美国》称它为 “自切片面包之前的发明以来最好的发明”。“几乎立即,“醒来闻培根” 是国家新闻节目和主要消费者和贸易出版物上的热门话题 -- 获得了 5.2亿多个媒体印象，让奥斯卡 · 梅耶尔成为最受关注的培根由于奥斯卡 · 梅耶尔品牌培根在线对话的 2,700% 提升，美国的品牌。培根是美国食物嗜好的圣杯，但是人们对他们买的培根品牌并不特别挑剔。奥斯卡 · 梅耶尔 · 培根以其质量和价值而闻名，但它的价格很棘手: 比廉价商店品牌贵，但比美食产品贵。因此，该品牌必须不断努力让培根爱好者保持领先地位，这样他们就更容易选择过道上的 “中间人” (奥斯卡 · 梅耶尔)。很少有家庭烹饪经验能与早上培根烹饪的明显气味和声音相媲美。我们的策略是将这种欣快、多感官的体验与我们的培根品牌联系起来。我们开发了 “唤醒并闻到培根”，这是世界上唯一的闹钟应用程序和设备，可以让你唤醒培根的声音和气味。我们在 WakeUpandSmelltheBacon.com 上提供了有限数量的设备。

醒来，闻到培根的味道

案例简介：Creative Execution: Over nine months of R&D, we blended a custom bacon scent, prototyped a device to deliver it, and developed an accompanying alarm clock app. To promote the product, we created a web video parodying the ridiculous, whimsical tone of contemporary fragrance ads and launched a website where bacon fans could apply to win one of 5,000 limited edition devices. To help build buzz, we seeded a handful of devices with reporters and infuencers (“Wake Up & Smell the Bacon” needed to be experienced to be believed) and used digital media to spread our comical video to the masses. Demand for the limited edition product was sudden and massive, as more than 307,000 people applied to win a free device and 67,000+ people downloaded the app. Media outlets jumped at the chance to demo to the devices on the TV and review them in the papers. USA Today called it “The best invention since whatever came before sliced bread.” Almost immediately, “Wake Up & Smell the Bacon” was a hot topic on national news shows and in major consumer and trade publications – garnering 520 million+ earned media impressions and making Oscar Mayer the most talked-about bacon brand in America due to a 2,700% lift in Oscar Mayer-branded bacon conversations online. Bacon is the Holy Grail of American food indulgences, but people aren’t particularly choosy about what brand of bacon they buy. Oscar Mayer bacon is known for its quality and value, but it’s situated at a tricky price point: pricier than budget store brands yet less expensive than gourmet offerings. As such, the brand must constantly work to remain top of mind with bacon enthusiasts, so they are more apt to choose “the middle guy” (Oscar Mayer) in the aisle. Few at-home culinary experiences rival the unmistakable scent and sounds of bacon cooking in the morning. Our strategy was to connect this euphoric, multisensory experience to our brand of bacon in particular. We developed “Wake Up and Smell the Bacon,” the world's only alarm clock app and device that lets you awaken to the sound and scent of bacon. We offered the device in limited quantities on WakeUpandSmelltheBacon.com.