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Computertan
案例简介：我们的运动是为了与年轻人谈论皮肤癌的危险，是什么引起的，以及如何预防。我们选择以这些观众为目标，让他们相信一种新技术，可以让他们从自己的电脑屏幕上晒黑。创建了一个提供免费在线晒黑会议的信息网站，该网站通过网络和主要博客以及广泛的公关活动进行了推广。25,000 份提供免费日光浴的传单被分发，这部电影被展示在伦敦 10 个地铁站的 50 个数字交叉轨道面板和 1000 个伦敦黑色出租车屏幕上。在线横幅被放置在 250 个主要网站上，收到超过 1700万页的印象。在第二波活动中，一个 iPhone 应用程序启动并发送到我们的电子邮件数据库，支持在线广告。一旦进入 computertan.com，用户就会浏览该网站，直到很明显该活动是一场骗局。描绘皮肤癌影响的清晰图像出现在屏幕上，旁边是每天死于皮肤癌的人数。凯伦 · 克利福德皮肤癌慈善机构 (SKCin) 随后被披露。然后，用户可以访问 Skcin 的网站，或者欺骗朋友登录该网站。该网站吸引了来自 402,000 个国家的 190 多名访问者，注册了 150万多个页面浏览量，平均停留时间为 2 分钟 15 秒。自发布以来，已经记录了 262 篇博客文章。700万人接触了哥伦比亚广播公司的数字交叉轨道，700,000 人通过伦敦出租车视觉，我们从在线横幅上获得了 1700万多个页面印象。我们的公关活动在《太阳报》、《独立报》、《每日快报》、《卫报》、英国广播公司新闻和英国广播公司第一电台进行了全国报道。国际报道包括 66 个不同于《新西兰先驱报》、福克斯美国和雅虎新闻的专业报道。橡胶共和国，我们的在线博客合作伙伴，确保覆盖 8,100 个网站。“SKCin 的目标; 显著提高公众对皮肤癌风险的认识和教育，增加早期诊断，从而拯救生命。毫无疑问，麦肯已经在这方面产生了巨大的影响，除此之外，我们对此永远感激不尽。”理查德 · 克利福德，SKCin。
Computertan
案例简介：Our campaign was developed to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. We chose to target this audience by convincing them of a new technology that would enable tanning from their own computer screens. An infomercial was created offering free online tanning sessions, which was seeded across the web and key bloggers, together with an extensive PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with supporting online advertising. Once at computertan.com, users navigate the site until it becomes apparent that the campaign is a hoax. Stark images depicting the effects of skin cancer appear on screen alongside figures representing the number of people that die each day from the disease. The Karen Clifford Skin Cancer Charity (SKCin) is then revealed. Users can then visit Skcin’s website or hoax a friend in to logging on to the site. The site attracted over 402,000 visitors from 190 countries, registering over 1.5million page views, with an average dwell time of 2 minutes 15 seconds. Since launch 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and we achieved over 17million page impressions from online banners. Our PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News. Rubber Republic, our online blog partner, secured coverage across 8,100 websites. “SKCin’s objectives; to significantly increase public awareness and education of skin cancer risks, increase early diagnosis, thereby saving lives. There is no doubt that McCann has made a huge and otherwise unobtainable impact in this regard and for that we are eternally grateful.” Richard Clifford, SKCin.
Computertan
案例简介：我们的运动是为了与年轻人谈论皮肤癌的危险，是什么引起的，以及如何预防。我们选择以这些观众为目标，让他们相信一种新技术，可以让他们从自己的电脑屏幕上晒黑。创建了一个提供免费在线晒黑会议的信息网站，该网站通过网络和主要博客以及广泛的公关活动进行了推广。25,000 份提供免费日光浴的传单被分发，这部电影被展示在伦敦 10 个地铁站的 50 个数字交叉轨道面板和 1000 个伦敦黑色出租车屏幕上。在线横幅被放置在 250 个主要网站上，收到超过 1700万页的印象。在第二波活动中，一个 iPhone 应用程序启动并发送到我们的电子邮件数据库，支持在线广告。一旦进入 computertan.com，用户就会浏览该网站，直到很明显该活动是一场骗局。描绘皮肤癌影响的清晰图像出现在屏幕上，旁边是每天死于皮肤癌的人数。凯伦 · 克利福德皮肤癌慈善机构 (SKCin) 随后被披露。然后，用户可以访问 Skcin 的网站，或者欺骗朋友登录该网站。该网站吸引了来自 402,000 个国家的 190 多名访问者，注册了 150万多个页面浏览量，平均停留时间为 2 分钟 15 秒。自发布以来，已经记录了 262 篇博客文章。700万人接触了哥伦比亚广播公司的数字交叉轨道，700,000 人通过伦敦出租车视觉，我们从在线横幅上获得了 1700万多个页面印象。我们的公关活动在《太阳报》、《独立报》、《每日快报》、《卫报》、英国广播公司新闻和英国广播公司第一电台进行了全国报道。国际报道包括 66 个不同于《新西兰先驱报》、福克斯美国和雅虎新闻的专业报道。橡胶共和国，我们的在线博客合作伙伴，确保覆盖 8,100 个网站。“SKCin 的目标; 显著提高公众对皮肤癌风险的认识和教育，增加早期诊断，从而拯救生命。毫无疑问，麦肯已经在这方面产生了巨大的影响，除此之外，我们对此永远感激不尽。”理查德 · 克利福德，SKCin。
Computertan
案例简介：Our campaign was developed to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. We chose to target this audience by convincing them of a new technology that would enable tanning from their own computer screens. An infomercial was created offering free online tanning sessions, which was seeded across the web and key bloggers, together with an extensive PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with supporting online advertising. Once at computertan.com, users navigate the site until it becomes apparent that the campaign is a hoax. Stark images depicting the effects of skin cancer appear on screen alongside figures representing the number of people that die each day from the disease. The Karen Clifford Skin Cancer Charity (SKCin) is then revealed. Users can then visit Skcin’s website or hoax a friend in to logging on to the site. The site attracted over 402,000 visitors from 190 countries, registering over 1.5million page views, with an average dwell time of 2 minutes 15 seconds. Since launch 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and we achieved over 17million page impressions from online banners. Our PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News. Rubber Republic, our online blog partner, secured coverage across 8,100 websites. “SKCin’s objectives; to significantly increase public awareness and education of skin cancer risks, increase early diagnosis, thereby saving lives. There is no doubt that McCann has made a huge and otherwise unobtainable impact in this regard and for that we are eternally grateful.” Richard Clifford, SKCin.
Computertan
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涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
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