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Tinnyvision
案例简介：活动描述 在发布时，Snapchat 并不是为了迎合品牌内容。Tinnyvision 在两个方面违反了 Snapchat 的使用条款。首先，我们的快照不是活的。我们提前拍摄，并在每个新观众随后的一天将一系列快照发送给他们。为了看起来真实，快照被提示在与视频中一天中的时间相匹配的时间发送。其次，我们使用 Snapchat 来保存品牌信息。在发射时，这不是他们提供的东西。我们通过直接与 Snapchat 合作来协商一个独特的、免费的用例，克服了这两个障碍。主题是另一个障碍。为了真实，我们的故事必须包括对非法吸毒的现实描述。大麻在新西兰是非法的。在传统媒体中，这将是新西兰政府机构无法佩戴的风险。Snapchat，就其本质而言，为我们提供了一个很好的解决方案。快照是飘渺的。看到他们一次，他们走了。没有犯罪证据! 有效性 50,000 年轻的新西兰人承认开车被石头砸死。他们不想听到大麻减缓反应，让驾驶变得危险。当他们从政府那里听到这一点时，他们会立即退出。NZTA 需要让他们感兴趣并投资。这样他们就会真正考虑这个信息。进入 Tinnyvision，一群年轻的新西兰人在聊天。添加它们，他们会给你发快照。看着他们，然后他们就走了。没有罪证。我们让 stoners 网站值得信赖的编辑在 Tinnyvision 后面签名。一整天都，追随者们被石头砸死，他们的反应越来越慢。11 张快照后，这些家伙决定去开车。一个女孩走出来。司机反应很慢。他打了她。她碰到挡风玻璃。观众不能再这样了。我们让他们抓狂了一分钟，然后发出最后一张照片，让游戏消失。我们与 SnapChat 合作，以一种全新的方式使用他们的系统。Tinnyvision 似乎是活的，但不是。我们提前拍摄，并在每个新观众接下来的那一天将我们的故事发送给他们。每个快照都被自动提示在与视频中一天中的时间相匹配的时间发送。大多数 Snapchat 活动都需要实时创建每日内容。我们有 6 周的受控活动。它给了我们时间来确保我们的故事是真实的。Tinnyvision 吸引了 10,000 多名难以触及的年轻人。98% 花了一整天。一直坚持到最后一刻。因为他们有时间和角色联系起来，最后的信息真的引起了共鸣。反馈非常积极。 实施 对帖子和社会评论的定性分析给了我们一份新西兰石匠网站的列表。然后，我们与这些网站的编辑合作，创建了支持 Tinnyvsion 的帖子。他们用自己的话做了这件事 -- 无论对那个网站来说是什么意义。网站包括青年广播电台社交网页、互联网新闻网站和青年社交网页。例如: “如果你有 Snapchat，添加账户 'tinnyvision'，看看这些男孩在做什么。他们崩溃了，当然也为自己成名了。下面是一点味道……” 结果 Tinnyvision 吸引了 10,000 名难以接触到的年轻人。98% 花了一整天的时间 -- 坚持到最后一次。因为他们有时间和角色联系起来，最后的信息真的引起了共鸣。社交媒体上的反馈非常积极。此外，我们独特的方法在主流媒体和网站上登上头条。 相关性 毒品驾驶是一个不受欢迎的信息。年轻的石匠不想听到大麻会减缓反应，让驾驶变得危险。当他们从政府那里听到这一点时，他们会立即退出。新西兰运输机构需要让他们感兴趣并进行投资，这样他们就会真正考虑这个信息。这意味着在他们的雷达下飞行。我们用一个有趣的故事吸引了他们的注意力，这个故事通过一个尖叫着真实性的媒体呈现。没有人期望这个 Snapchat 账户能传达品牌信息，因为它以前从未被这样使用过。毫无戒心的观众带着照片中的人物踏上了旅程。他们认同他们和他们随意吸毒，这使得最终的揭示和信息真正引起了共鸣。这场运动纯粹是品牌内容，从快照到种子策略 -- stoners 网站上的真实帖子。没有其他形式的广告。
Tinnyvision
案例简介：Campaign Description At the time of launch, Snapchat wasn’t really set up to cater to branded content. Tinnyvision was in breach of Snapchat’s terms of use on two fronts. Firstly our snaps were not live. We shot in advance and sent the series of snaps to each new viewer on the day they followed. To appear authentic, snaps were cued to send at a time that matched the time of day in the video. Secondly, we were using Snapchat to hold a branded message. At the time of launch, this was not something they offered. We overcame these two hurdles by working directly with Snapchat to negotiate a unique, free, use case.The subject matter presented another hurdle. To be authentic, our story had to include realistic depictions of illegal drug use. Marijuana is illegal in NZ. In traditional mediums, this would be a risk a New Zealand government agency could not wear. Snapchat, by its very nature, provided us a great solution. Snaps are ethereal. View them once, and their gone. No incriminating evidence! Effectiveness 50,000 young kiwis admit to driving stoned. They don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The NZTA needed to get them interested and invested. So that they would actually consider the message.Enter Tinnyvision, a group of young kiwi guys Snapchatting their stoner sessions. Add them and they’ll send you snaps. Watch them then they’re gone. No incriminating evidence.We got the trusted editors of the sites stoners hang out on to endorse following Tinnyvision. Throughout the day, followers were entertained by the guys getting stoned, and their reactions getting slow. 11 snaps later, the guys decide to go for a drive. A girls walks out. The driver is slow to react. He hits her. She hits the windscreen. Viewers couldn’t watchi it again. We left them to freak out for just a minute before sending out one final snap that gave the game away.We worked with SnapChat to use their system in a totally new way. Tinnyvision seemed live, but wasn’t. We shot in advance and sent our story to each new viewer on the day they followed. Each snap was automatically cued to send at a time that matched the time of day in the video.Most Snapchat campaigns require daily content created on the fly. We got 6 weeks of controlled activity from one setup. It gave us time to ensure our story was on-message and authentic.Tinnyvision got the attention of over 10,000 hard to reach young people. 98% spent a whole day with it. Sticking around until the very last snap. Because they had time to relate to the characters, the final message really resonated. Feedback has been overwhelmingly positive. Implementation Qualitive analysis of posts and social commentary gave us a list of sites Kiwi stoners hang out on. Then, we worked with the editors of those sites to create posts that endorsed following Tinnyvsion. They did this in their own words—whatever made sense for that website. Sites included youth radio station social pages, internet news sites and social pages for youth.Example post:“If you’ve got Snapchat add the account ‘tinnyvision’ and check out what these boys are getting up to. They’re crack up and certainly making a name for themselves. Here’s a little taste below…” Outcome Tinnyvision got the attention of 10,000 hard-to-reach young people. 98% spent the whole day with it—sticking around until the very last snap. Because they had time to relate to the characters, the final message really resonated. Feedback on social media has been overwhelmingly positive. Furthermore, our unique approach hit the headlines in mainstream media, and on the sites stoners hang out on. Relevancy Drug driving is an unpopular message. Young stoners don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The New Zealand Transport Agency needed to get them interested and invested, so they would actually consider the message. That meant flying under their radar. We captured their attention with an entertaining story, presented via a medium that screamed authenticity. Nobody expected this Snapchat account to carry a brand message, because it had never been used like that before. Unsuspecting viewers came on a journey with the characters in the snaps. They identified with them and their casual drug use, and this made the final reveal and message really resonate. This campaign was pure branded content, from the Snaps through to the seeding strategy—authentic posts on sites stoners hang out on. There were no other forms of advertising.
Tinnyvision
案例简介：活动描述 在发布时，Snapchat 并不是为了迎合品牌内容。Tinnyvision 在两个方面违反了 Snapchat 的使用条款。首先，我们的快照不是活的。我们提前拍摄，并在每个新观众随后的一天将一系列快照发送给他们。为了看起来真实，快照被提示在与视频中一天中的时间相匹配的时间发送。其次，我们使用 Snapchat 来保存品牌信息。在发射时，这不是他们提供的东西。我们通过直接与 Snapchat 合作来协商一个独特的、免费的用例，克服了这两个障碍。主题是另一个障碍。为了真实，我们的故事必须包括对非法吸毒的现实描述。大麻在新西兰是非法的。在传统媒体中，这将是新西兰政府机构无法佩戴的风险。Snapchat，就其本质而言，为我们提供了一个很好的解决方案。快照是飘渺的。看到他们一次，他们走了。没有犯罪证据! 有效性 50,000 年轻的新西兰人承认开车被石头砸死。他们不想听到大麻减缓反应，让驾驶变得危险。当他们从政府那里听到这一点时，他们会立即退出。NZTA 需要让他们感兴趣并投资。这样他们就会真正考虑这个信息。进入 Tinnyvision，一群年轻的新西兰人在聊天。添加它们，他们会给你发快照。看着他们，然后他们就走了。没有罪证。我们让 stoners 网站值得信赖的编辑在 Tinnyvision 后面签名。一整天都，追随者们被石头砸死，他们的反应越来越慢。11 张快照后，这些家伙决定去开车。一个女孩走出来。司机反应很慢。他打了她。她碰到挡风玻璃。观众不能再这样了。我们让他们抓狂了一分钟，然后发出最后一张照片，让游戏消失。我们与 SnapChat 合作，以一种全新的方式使用他们的系统。Tinnyvision 似乎是活的，但不是。我们提前拍摄，并在每个新观众接下来的那一天将我们的故事发送给他们。每个快照都被自动提示在与视频中一天中的时间相匹配的时间发送。大多数 Snapchat 活动都需要实时创建每日内容。我们有 6 周的受控活动。它给了我们时间来确保我们的故事是真实的。Tinnyvision 吸引了 10,000 多名难以触及的年轻人。98% 花了一整天。一直坚持到最后一刻。因为他们有时间和角色联系起来，最后的信息真的引起了共鸣。反馈非常积极。 实施 对帖子和社会评论的定性分析给了我们一份新西兰石匠网站的列表。然后，我们与这些网站的编辑合作，创建了支持 Tinnyvsion 的帖子。他们用自己的话做了这件事 -- 无论对那个网站来说是什么意义。网站包括青年广播电台社交网页、互联网新闻网站和青年社交网页。例如: “如果你有 Snapchat，添加账户 'tinnyvision'，看看这些男孩在做什么。他们崩溃了，当然也为自己成名了。下面是一点味道……” 结果 Tinnyvision 吸引了 10,000 名难以接触到的年轻人。98% 花了一整天的时间 -- 坚持到最后一次。因为他们有时间和角色联系起来，最后的信息真的引起了共鸣。社交媒体上的反馈非常积极。此外，我们独特的方法在主流媒体和网站上登上头条。 相关性 毒品驾驶是一个不受欢迎的信息。年轻的石匠不想听到大麻会减缓反应，让驾驶变得危险。当他们从政府那里听到这一点时，他们会立即退出。新西兰运输机构需要让他们感兴趣并进行投资，这样他们就会真正考虑这个信息。这意味着在他们的雷达下飞行。我们用一个有趣的故事吸引了他们的注意力，这个故事通过一个尖叫着真实性的媒体呈现。没有人期望这个 Snapchat 账户能传达品牌信息，因为它以前从未被这样使用过。毫无戒心的观众带着照片中的人物踏上了旅程。他们认同他们和他们随意吸毒，这使得最终的揭示和信息真正引起了共鸣。这场运动纯粹是品牌内容，从快照到种子策略 -- stoners 网站上的真实帖子。没有其他形式的广告。
Tinnyvision
案例简介：Campaign Description At the time of launch, Snapchat wasn’t really set up to cater to branded content. Tinnyvision was in breach of Snapchat’s terms of use on two fronts. Firstly our snaps were not live. We shot in advance and sent the series of snaps to each new viewer on the day they followed. To appear authentic, snaps were cued to send at a time that matched the time of day in the video. Secondly, we were using Snapchat to hold a branded message. At the time of launch, this was not something they offered. We overcame these two hurdles by working directly with Snapchat to negotiate a unique, free, use case.The subject matter presented another hurdle. To be authentic, our story had to include realistic depictions of illegal drug use. Marijuana is illegal in NZ. In traditional mediums, this would be a risk a New Zealand government agency could not wear. Snapchat, by its very nature, provided us a great solution. Snaps are ethereal. View them once, and their gone. No incriminating evidence! Effectiveness 50,000 young kiwis admit to driving stoned. They don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The NZTA needed to get them interested and invested. So that they would actually consider the message.Enter Tinnyvision, a group of young kiwi guys Snapchatting their stoner sessions. Add them and they’ll send you snaps. Watch them then they’re gone. No incriminating evidence.We got the trusted editors of the sites stoners hang out on to endorse following Tinnyvision. Throughout the day, followers were entertained by the guys getting stoned, and their reactions getting slow. 11 snaps later, the guys decide to go for a drive. A girls walks out. The driver is slow to react. He hits her. She hits the windscreen. Viewers couldn’t watchi it again. We left them to freak out for just a minute before sending out one final snap that gave the game away.We worked with SnapChat to use their system in a totally new way. Tinnyvision seemed live, but wasn’t. We shot in advance and sent our story to each new viewer on the day they followed. Each snap was automatically cued to send at a time that matched the time of day in the video.Most Snapchat campaigns require daily content created on the fly. We got 6 weeks of controlled activity from one setup. It gave us time to ensure our story was on-message and authentic.Tinnyvision got the attention of over 10,000 hard to reach young people. 98% spent a whole day with it. Sticking around until the very last snap. Because they had time to relate to the characters, the final message really resonated. Feedback has been overwhelmingly positive. Implementation Qualitive analysis of posts and social commentary gave us a list of sites Kiwi stoners hang out on. Then, we worked with the editors of those sites to create posts that endorsed following Tinnyvsion. They did this in their own words—whatever made sense for that website. Sites included youth radio station social pages, internet news sites and social pages for youth.Example post:“If you’ve got Snapchat add the account ‘tinnyvision’ and check out what these boys are getting up to. They’re crack up and certainly making a name for themselves. Here’s a little taste below…” Outcome Tinnyvision got the attention of 10,000 hard-to-reach young people. 98% spent the whole day with it—sticking around until the very last snap. Because they had time to relate to the characters, the final message really resonated. Feedback on social media has been overwhelmingly positive. Furthermore, our unique approach hit the headlines in mainstream media, and on the sites stoners hang out on. Relevancy Drug driving is an unpopular message. Young stoners don’t want to hear marijuana slows reactions and makes driving dangerous. And when they hear it from the government, they tune out immediately. The New Zealand Transport Agency needed to get them interested and invested, so they would actually consider the message. That meant flying under their radar. We captured their attention with an entertaining story, presented via a medium that screamed authenticity. Nobody expected this Snapchat account to carry a brand message, because it had never been used like that before. Unsuspecting viewers came on a journey with the characters in the snaps. They identified with them and their casual drug use, and this made the final reveal and message really resonate. This campaign was pure branded content, from the Snaps through to the seeding strategy—authentic posts on sites stoners hang out on. There were no other forms of advertising.
Tinnyvision
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Tinnyvision
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基本信息
- 广告战役： #New Zealand Transport Agency-推广与活动-8e12#
- 广告品牌： New Zealand Transport Agency
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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