Decode Jay-Z with Bing|短视频|广告营销案例【ADGuider广告指南】

用 Bing 解码 Jay-Z

案例简介：描述客户的简报: 微软的搜索引擎必应希望与更年轻的受众建立联系，并需要让他们的搜索和地图技术在文化上更加相关。主要目标是增加 “使用必应产品的意图”，并改善对必应作为一个文化相关品牌的看法，以吸引垂涎的年轻观众。必应的核心用户是中西部的中年女性，该品牌希望与沿海青年群体取得真正的进展。描述促销如何从概念发展到实施: 我们首先把杰伊-Z 自传的每一页都放在世界各地的媒体空间里。这些页面不是随机放置的; 所有 350 个页面都放在与每个页面内容相关的位置。世界各地的粉丝实际上可以走杰伊-Z 的路，体验他的故事发生的地方。这场运动使用了各种媒体。如果媒体不存在，我们就创造了自己的媒体。从比萨盒、盘子、汉堡包装纸、拼图游戏、 t恤等等。粉丝们寻找、发现并与这些独特的小规模作品互动。即使是最小的，传统上被忽视的物品成为珍贵的收藏家的物品。解释为什么促销方法与产品或服务最相关: 这场运动的中心是基于必应搜索和地图的数字游戏体验，它允许粉丝们发现每一页，使这些收藏品成为每个人的公平游戏。在长达一个月的活动中，粉丝们在这本书上市前在 bing.com/jay-z 将其数字化组装起来。这个目标没有区分在线和离线，所以我们在现有的媒体格式和渠道上构建了这个程序，但以一种新的方式将它们编织在一起，并为所有东西增加了互动。这种独特的合作关系将必应带到流行文化的前沿，并给了数百万 Jay-Z 粉丝使用必应搜索和地图的理由。描述客户和消费者的成功促销，包括一些可量化的结果: -平均在线玩家每次访问超过 11 分钟-Jay-Z 的 facebook 粉丝在活动启动期间增长了 100万。-Decoded 直接进入《纽约时报》畅销书排行榜第二名，它的第一周 -Bing.com 的访问量增加了 11.7%，市场上没有其他媒体 -Bing.com 进入榜首十个最受欢迎的网站美国-Bing 获得了 11亿的全球媒体印象 -- 根据 ComScore 的数据，Bing 的 “使用意图” 得分高于任何其他必应营销计划 -- 在线嗡嗡声和社交指标高于平均水平根据尼尔森 BuzzMetrics 的任何必应营销计划

用 Bing 解码 Jay-Z

案例简介：Describe the brief from the client: Microsoft’s search engine, Bing wanted to connect with a younger audience and needed to make their Search and Maps technology more culturally relevant. The primary objective was to increase “Intent to Use” Bing products and improve perceptions of Bing as a culturally relevant brand to a coveted younger audience. Bing’s core users were middle aged women in the Midwest and the branded wanted to make real inroads with the coastal youth population. Describe how the promotion developed from concept to implementation: We started by putting every single page of Jay-Z’s autobiography into media spaces around the world. The pages weren’t randomly placed; all 350 pages were put in locations relevant to each individual page's content. Fans around the world could actually walk Jay-Z's path, experiencing his story right where it happened. The campaign used a variety of media. And if the media didn’t exist, we created our own. Everything from pizza boxes, plates, burger wrappers, jigsaw puzzles, t-shirts, to name a few. Fans sought out, discovered and interacted with this collection of unique small scale pieces. Even the smallest, traditionally overlooked items became precious collector’s items. Explain why the method of promotion was most relevant to the product or service: At the center of the campaign was a digital gaming experience, built on Bing Search and Maps, that allowed fans to discover each and every page, making these collectables fair game for everyone. Over the course of the month-long campaign, fans assembled the book digitally at bing.com/jay-z before it hit stores. The target does not differentiate online from offline, so we built the program across existing media formats and channels but in a new way that wove them together and added interactive to everything. The unique partnership brought Bing to the forefront of pop-culture and gave millions of Jay-Z fans a reason to use Bing Search and Maps. Describe the success of the promotion with both client and consumer including some quantifiable results: -The average online player engagement was over 11 minutes per visit -Jay-Z’s facebook fans grew by one million during the campaign launch. -Decoded went straight to the New York Times Best Seller list at #2 its first week -Bing.com saw an 11.7% increase in visits the month of the campaign with no other media in market -Bing.com entered the top ten most visited sites in the US -Bing earned 1.1 billion global media impressions -Bing’s “intent to use” scores were higher than any other Bing marketing initiative ever according to ComScore -Online Buzz and Social metrics were above average for any Bing marketing program according to Nielsen BuzzMetrics