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Bud Light 随便什么，美国发射 2014
案例简介：活动描述 在美国，品牌内容是一个成熟且不断扩大的类别，包括从赞助到电影到体验的一切。我们知道，对于千禧一代来说，体验就是相信，我们希望他们能创造一种真正的体验，这种体验可以成为品牌的内容。然而，举办这样一个活动有其挑战。每个在网上或亲自参与该品牌的人都需要被筛选为合法饮酒年龄。我们还想避免典型的啤酒目的地促销问题，这通常最终会被不在目标市场的专业清洁工参加。我们还将面临内容方面的规定 (在电视上，没有人可以喝酒或暗示过度消费)。 有效性 巴德 · 莱特发起了超级碗的任何活动，给了一个毫无戒心的家伙一生的时间。但是许多人告诉 Bud Light，他们已经升级了，所以我们需要跟进一个项目，让每个人都有机会体验只有 Bud Light 才能提供的意想不到的乐趣。夏季是淡啤酒最重要的季节，我们需要一个项目来进一步提高品牌相关性，与千禧一代接触，同时提高品牌在这一群体中的渗透率。我们的解决方案是什么，美国 -- 一个为追求什么的人创造的城镇。这个城镇自然有一个非常适合任何市长的职位，他在事件发生前对这个城镇产生了兴奋和阴谋。市长不仅出现在各种渠道的广告中，还出现在美国的活动、活动试镜中。我们通过与包括洋葱和 BuzzFeed 在内的内容合作伙伴合作，创造了额外的嗡嗡声。我们举行了视频 “试镜”，去美国的任何地方，在现场和网上，以确保活动充满了最 “适合任何地方” 的人, 然后，我们举行了告别派对，以营造兴奋。活动本身就像一个充满意想不到乐趣的音乐节，在 72 小时内总共有 82 种独特的消费者体验，每一种体验都是为了实现社交共享，以最大限度地提高二手体验。结果是一个充满品牌的夏天,引人入胜的内容和内部激活最终导致了一个内容生成事件，提高了千禧一代的品牌渗透和亲和力。 实施 我们接管了一个城镇，让它充满了三天的乐趣，但是我们不能忘记其他人。数字横幅出现在网上，展示了图片的实时信息，并将观众引导到 budlight.com，这是对疯狂体验的实时幕后观察, 从欢迎游行到一辆装有香草冰的冰淇淋卡车。使用 Facebook 和 Twitter 来标记和分享，我们的 “客人” 成为了品牌的倡导者，因此成为了媒体渠道。不久之后，我们开始播放一对 30 的电视节目，“上气不接下气”，这是一个针对消费者的在线节目。 结果 订婚是例外: 超过 1.8 毫米 LDA 消费者参与我们的节目，在 1.35 毫米的内部部署 (+ 300% 的预测)，导致超过 200,000 + 视频面试。总体参与度比超级碗 40% 高 + 2014，网站流量 + 212%。消费者以前所未有的速度分享: 参加活动的 1,300 人产生了 37,000 条用户生成的内容，仅在活动期间就有 1500万多人分享了这些内容。社交内容超过了我们的关键绩效指标，印象为 587 毫米意识提高了 + 267%。总共我们产生了近 600,000,000 个印象 -- 比普通的超级碗广告多 66%。不管怎样，美国推动了品牌亲和力和渗透率: 过去 4 周，我们的活动警觉组和我们不知道的对照组中的使用率跃升了 + 39% (P4W: 68% 警觉组和 49% 不警觉组)。报道的品牌偏好增长了 30% (Bud Light 是为像我这样的人准备的: 60% 警觉 vs 46% 不警觉)。 相关性 品牌广告活动创造了一种心态，但是为了改变他们对 Bud Light 的看法，我们需要一种让更多千禧一代真正体验它的方式。通过接管一个城镇并称之为 “无论如何，美国”，我们为我们的观众创造了一个体验 “无论如何” 的地方。
Bud Light 随便什么，美国发射 2014
案例简介：Campaign Description Branded content in the US is a mature and expanding category including everything from sponsorships to films to experiences. Knowing that for millennials, experiencing is believing, we wanted to produce a real experience they could engage in that could become content for the brand. However, putting on such an event has its challenges. Everyone who engaged with the brand online or in person would need to be screened to be legal drinking age. We also wanted to avoid the problem of typical beer destination promotions, which often can end up being attended by professional sweepers who aren’t in the target market. We also would face regulations in terms of what can be shown in content (on TV, no one can be shown drinking or imply over-consumption). Effectiveness Bud Light launched its Up for Whatever campaign at the Super Bowl, giving one unsuspecting guy the time of his life. But many told Bud Light they were #upforwhatever, so we needed to follow up with a program that could give everyone a chance to experience the unexpected fun that only Bud Light could provide. Summer being the most important season for light beer, we needed a program that could further brand relevance and engage with millennials while improving the brand’s penetration among this group. Our solution was Whatever, USA—a town created for people who are Up for Whatever. This town naturally had one very Up for Whatever Mayor, who generated excitement and intrigue about the town leading up to the event. The Mayor not only appeared in the advertising across channels, but also made appearances at events, event auditions, and Whatever, USA. We created additional buzz by teaming up with content partners including the Onion and BuzzFeed. We held video “auditions” to go to Whatever, USA, on premise and online to ensure the event was filled with the most “up for whatever” people, then we held sendoff parties on premise to build excitement. The event itself was run like a music festival full of unexpected fun, with a total of 82 unique consumer experiences built across 72 hours, each designed to enable social sharing to maximize the second-hand experience.The result was a summer full of on-brand, engaging content and on-premise activations culminating in a content-generating event that improved brand penetration and affinity among millennials. Implementation We took over a town and filled it with #upforwhatever millennials for three days of fun, but we couldn’t forget about everybody else. Digital banners hit the web featuring live feeds of pics and directing viewers to budlight.com, a real-time look behind the scenes at the crazy experiences, from the Welcome Parade to an Ice Cream Truck manned by Vanilla Ice. Using Facebook and Twitter to tag and share, our “guests” became an advocate for the brand and thus, a media channel. Shortly after, we began airing a :30 TV spot, “Out of Breath,” a recap, which directed consumers online. Outcome Engagement was exceptional:Over 1.8MM LDA consumers engaged in our program with over 1.35 MM On-Premise (+300% over projections), resulting in over 200,000+ video auditions. Overall engagement was +40% greater than Super Bowl 2014, with website traffic +212%. Consumers shared at unprecedented rates:The 1,300 people that attended the event generated 37,000 pieces of user-generated content, which was shared with over 15 million people during the event alone. Social Content exceeded our KPIs, with impressions of 587 MM and Awareness increasing +267% over goal. In total we generated nearly 600,000,000 impressions—66% more than an average Super Bowl ad. Whatever, USA drove brand affinity and penetration:Past 4 Weeks usage jumped +39% among our Event Awares vs our Unaware control group (P4W: 68% Awares vs 49% Unawares). Reported Brand Preference grew 30% (Bud Light is for someone like me: 60% Awares vs 46% Unawares). Relevancy The brand advertising campaign created a mindset, but in order to change their perceptions of Bud Light, we needed a way for more millennials to truly experience it. By taking over a town and calling it “Whatever, USA,” we created a place for our audience to experience what “Up for Whatever” is all about.
Bud Light Whatever, Usa Launch 2014
案例简介：活动描述 在美国，品牌内容是一个成熟且不断扩大的类别，包括从赞助到电影到体验的一切。我们知道，对于千禧一代来说，体验就是相信，我们希望他们能创造一种真正的体验，这种体验可以成为品牌的内容。然而，举办这样一个活动有其挑战。每个在网上或亲自参与该品牌的人都需要被筛选为合法饮酒年龄。我们还想避免典型的啤酒目的地促销问题，这通常最终会被不在目标市场的专业清洁工参加。我们还将面临内容方面的规定 (在电视上，没有人可以喝酒或暗示过度消费)。 有效性 巴德 · 莱特发起了超级碗的任何活动，给了一个毫无戒心的家伙一生的时间。但是许多人告诉 Bud Light，他们已经升级了，所以我们需要跟进一个项目，让每个人都有机会体验只有 Bud Light 才能提供的意想不到的乐趣。夏季是淡啤酒最重要的季节，我们需要一个项目来进一步提高品牌相关性，与千禧一代接触，同时提高品牌在这一群体中的渗透率。我们的解决方案是什么，美国 -- 一个为追求什么的人创造的城镇。这个城镇自然有一个非常适合任何市长的职位，他在事件发生前对这个城镇产生了兴奋和阴谋。市长不仅出现在各种渠道的广告中，还出现在美国的活动、活动试镜中。我们通过与包括洋葱和 BuzzFeed 在内的内容合作伙伴合作，创造了额外的嗡嗡声。我们举行了视频 “试镜”，去美国的任何地方，在现场和网上，以确保活动充满了最 “适合任何地方” 的人, 然后，我们举行了告别派对，以营造兴奋。活动本身就像一个充满意想不到乐趣的音乐节，在 72 小时内总共有 82 种独特的消费者体验，每一种体验都是为了实现社交共享，以最大限度地提高二手体验。结果是一个充满品牌的夏天,引人入胜的内容和内部激活最终导致了一个内容生成事件，提高了千禧一代的品牌渗透和亲和力。 实施 我们接管了一个城镇，让它充满了三天的乐趣，但是我们不能忘记其他人。数字横幅出现在网上，展示了图片的实时信息，并将观众引导到 budlight.com，这是对疯狂体验的实时幕后观察, 从欢迎游行到一辆装有香草冰的冰淇淋卡车。使用 Facebook 和 Twitter 来标记和分享，我们的 “客人” 成为了品牌的倡导者，因此成为了媒体渠道。不久之后，我们开始播放一对 30 的电视节目，“上气不接下气”，这是一个针对消费者的在线节目。 结果 订婚是例外: 超过 1.8 毫米 LDA 消费者参与我们的节目，在 1.35 毫米的内部部署 (+ 300% 的预测)，导致超过 200,000 + 视频面试。总体参与度比超级碗 40% 高 + 2014，网站流量 + 212%。消费者以前所未有的速度分享: 参加活动的 1,300 人产生了 37,000 条用户生成的内容，仅在活动期间就有 1500万多人分享了这些内容。社交内容超过了我们的关键绩效指标，印象为 587 毫米意识提高了 + 267%。总共我们产生了近 600,000,000 个印象 -- 比普通的超级碗广告多 66%。不管怎样，美国推动了品牌亲和力和渗透率: 过去 4 周，我们的活动警觉组和我们不知道的对照组中的使用率跃升了 + 39% (P4W: 68% 警觉组和 49% 不警觉组)。报道的品牌偏好增长了 30% (Bud Light 是为像我这样的人准备的: 60% 警觉 vs 46% 不警觉)。 相关性 品牌广告活动创造了一种心态，但是为了改变他们对 Bud Light 的看法，我们需要一种让更多千禧一代真正体验它的方式。通过接管一个城镇并称之为 “无论如何，美国”，我们为我们的观众创造了一个体验 “无论如何” 的地方。
Bud Light Whatever, Usa Launch 2014
案例简介：Campaign Description Branded content in the US is a mature and expanding category including everything from sponsorships to films to experiences. Knowing that for millennials, experiencing is believing, we wanted to produce a real experience they could engage in that could become content for the brand. However, putting on such an event has its challenges. Everyone who engaged with the brand online or in person would need to be screened to be legal drinking age. We also wanted to avoid the problem of typical beer destination promotions, which often can end up being attended by professional sweepers who aren’t in the target market. We also would face regulations in terms of what can be shown in content (on TV, no one can be shown drinking or imply over-consumption). Effectiveness Bud Light launched its Up for Whatever campaign at the Super Bowl, giving one unsuspecting guy the time of his life. But many told Bud Light they were #upforwhatever, so we needed to follow up with a program that could give everyone a chance to experience the unexpected fun that only Bud Light could provide. Summer being the most important season for light beer, we needed a program that could further brand relevance and engage with millennials while improving the brand’s penetration among this group. Our solution was Whatever, USA—a town created for people who are Up for Whatever. This town naturally had one very Up for Whatever Mayor, who generated excitement and intrigue about the town leading up to the event. The Mayor not only appeared in the advertising across channels, but also made appearances at events, event auditions, and Whatever, USA. We created additional buzz by teaming up with content partners including the Onion and BuzzFeed. We held video “auditions” to go to Whatever, USA, on premise and online to ensure the event was filled with the most “up for whatever” people, then we held sendoff parties on premise to build excitement. The event itself was run like a music festival full of unexpected fun, with a total of 82 unique consumer experiences built across 72 hours, each designed to enable social sharing to maximize the second-hand experience.The result was a summer full of on-brand, engaging content and on-premise activations culminating in a content-generating event that improved brand penetration and affinity among millennials. Implementation We took over a town and filled it with #upforwhatever millennials for three days of fun, but we couldn’t forget about everybody else. Digital banners hit the web featuring live feeds of pics and directing viewers to budlight.com, a real-time look behind the scenes at the crazy experiences, from the Welcome Parade to an Ice Cream Truck manned by Vanilla Ice. Using Facebook and Twitter to tag and share, our “guests” became an advocate for the brand and thus, a media channel. Shortly after, we began airing a :30 TV spot, “Out of Breath,” a recap, which directed consumers online. Outcome Engagement was exceptional:Over 1.8MM LDA consumers engaged in our program with over 1.35 MM On-Premise (+300% over projections), resulting in over 200,000+ video auditions. Overall engagement was +40% greater than Super Bowl 2014, with website traffic +212%. Consumers shared at unprecedented rates:The 1,300 people that attended the event generated 37,000 pieces of user-generated content, which was shared with over 15 million people during the event alone. Social Content exceeded our KPIs, with impressions of 587 MM and Awareness increasing +267% over goal. In total we generated nearly 600,000,000 impressions—66% more than an average Super Bowl ad. Whatever, USA drove brand affinity and penetration:Past 4 Weeks usage jumped +39% among our Event Awares vs our Unaware control group (P4W: 68% Awares vs 49% Unawares). Reported Brand Preference grew 30% (Bud Light is for someone like me: 60% Awares vs 46% Unawares). Relevancy The brand advertising campaign created a mindset, but in order to change their perceptions of Bud Light, we needed a way for more millennials to truly experience it. By taking over a town and calling it “Whatever, USA,” we created a place for our audience to experience what “Up for Whatever” is all about.
Bud Light 随便什么，美国发射 2014
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Bud Light Whatever, Usa Launch 2014
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