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世界变酸了
案例简介：描述活动/条目 卡夫食品/SPK 的美国电视宣传在整个有线电视台播出。对于由美国广播公司网络管理的美国广播公司家庭来说，当我们看到酸酸的补丁孩子角色拍摄的天才时，人们担心在 “彩弹” 现场刻画暴力。ABC 电视台要求添加免责声明 -- “不要尝试”。此外，亵渎的使用，即使暗示，导致了像特纳，MTVN 的几个电台的限制。电视台援引他们在彩弹现场的末尾看不到任何 “sh _____” 的部分唇瓣。此外，仔细审查了该站的观点，认为反社会行为对儿童来说是不可接受的，即使暗示了这一点。需要记住的是，对于面向儿童节目的电台，如卡通、尼克、卡通网络, 如果你添加了一个推广 Facebook 和 Twitter 等社交媒体的标签，你可能会受到严格的限制/拒绝。 结果 Sour Patch Kids 品牌已经因其酸甜苦辣的分裂个性而受到喜爱; 自 2006年该品牌推出以来，一场迷人的电视活动使该品牌的业务翻了一番。然而，小酸糖有更大的梦想。因此，《酸辣孩子 2011 简报》既简单又具有挑战性: 让酸辣孩子成为流行文化的偶像。鉴于该品牌的竞争优势超过 5 比 1，这不是一个容易的壮举。因此，我们决定超越电视，创造一个充满活力的品牌世界。我们把糖果变成了一个如此渴望被吃掉的角色，以至于当它丢失时会完全发疯。我们叫他 “孩子”。为了让大众为孩子的淘气首次亮相做好准备，我们招募了我们的 Facebook 粉丝，吸引他们参加拯救一个酸溜溜的孩子挑战。我们一直在谈活每天发帖不敬的评论，而走的风扇基地 1.7 毫米风扇 3.1 毫米只有月将要采取的行动。粉丝们吵着要更多的恶作剧，所以我们创造了一个 “世界消失了” 的视频游戏，在这个游戏中，你可以控制一个被丢弃的酸味小子，他的最终任务是让它进入人类的肚子。要到达那里，他必须与极度酸涩和精神错乱的糖果怪物战斗，并释放被困在人类世界中疯狂的朋友。然而，就像任何有抱负的流行文化偶像一样，我们需要一些著名朋友的帮助，所以我们通过拍摄一段说唱音乐视频来宣传这个视频游戏，视频中有一首来自 Method Man 的原创歌曲。此外，通过允许冰毒成为冰毒，说唱视频在网上爆炸，给了这个孩子急需的街头信誉，以宣传我们的 “世界消失了” 视频游戏的推出, 可在 Xbox 、 PlayStation 和 pc 上使用。 酸补丁的孩子脸谱网页面是所有酸和甜的东西的中心。我们让粉丝们每天通过我们的 “拯救一个酸溜溜的孩子” 抽奖活动来参观。我们用任性但可爱的笑话和流行文化评论劫持了他们的新闻。10月，我们首播了 Method Man 对 Sour Patch Kids 的抒情致敬，这是一个 “世界消失了” 的说唱视频，刺激了嘻哈爱好者在社交网络上大肆宣传我们。我们发布了《 Method Man 》的幕后片段，以保持势头。最后，一个手绘动画预告片宣布在 Xbox 和 PlayStation 上发布世界变酸视频游戏 我们的 Facebook 粉丝页面增长了 82%，18-24 岁的人已经成为我们最受欢迎的年龄组 (从 13-17 岁上升)。))我们的 Facebook 观众 “喜欢” 、评论或分享我们内容的可能性是我们最大竞争对手的 3 倍。10月，Method Man 'world Gone sourt' 说唱视频首播并传播如此之快，以至于我们最初的发布日 25% 的浏览量来自俄罗斯的主要说唱网站: rap.ru 没什么好操的!与此同时，脸谱网和推特的喊话帮助 YouTube 在 10月制作了 “最受欢迎” 的视频，获得了近 8,000 个 “喜欢” 和超过百万的浏览量。更不用说，我们的发布日恰逢 iPhone4S 的发布，当 Mac fan boys & girls 愤怒地发推特时，Method Man 能够超越这一天，成为一个热门话题。说唱视频是为了炒作我们的世界变酸的视频游戏，像 Kotaku 这样的游戏媒体巨头引起了注意，为一款 (最终) 并不糟糕的广告游戏发布了热情洋溢的评论。现在，Sour Patch Kids 是增长最快的美国糖果品牌，销售额增长 12%，总份额增长 7%，占 2011。甜。
世界变酸了
案例简介：Describe the campaign/entry The US TV campaign for Kraft Foods/SPK aired throughout the cable stations. For ABC Family, which is governed by ABC networks, there were concerns of the portrayal of violence on the ‘Paintball’ spot as we saw the talent shot by the Sour Patch Kid character. A request to add the disclaimer - "Do not attempt" was made by the station ABC. In addition, the use of profanity, even if implied, resulted in having restrictions on several stations like Turner, MTVN. The stations cited that they could not see any partial lip flap of the "sh_____" at the end of the Paintball spot. In addition, careful review was taken as the station views anti-social behaviour as unacceptable for children even if implied. Something to keep in mind, is that for stations geared for children's programming like Cartoon, Nick, Cartoon network, you may have heavy restrictions/rejections on the spot if you add a tag promoting social media like Facebook and Twitter. Results The Sour Patch Kids brand was already loved for its split personality of being Sour then Sweet; a notion brought to life by a charming TV campaign that doubled the brand’s business since it launched in 2006. However, the little sour candy had bigger dreams. Therefore, the 2011 brief for Sour Patch Kids was simple yet challenging: Make the Sour Patch Kid into a pop culture icon. No easy feat given that the brand is outspent 5 to 1 by its competition. Therefore, we decided to go beyond TV and create a dynamic brand world. We turned the candy into a character so hell-bent on being eaten, that it goes completely mad when lost. We call him ‘The Kid’. To prepare the masses for The Kid’s mischievous debut, we recruited our Facebook fans, drawing them in to compete in a Save-A-Sour-Patch-Kid challenge. We kept the conversation alive by posting irreverent commentary each day, which propelled our fan base from 1.7MM fans into 3.1MM in only 9 months. Fans clamoured for more mischief, so we created a ‘World Gone Sour’ video game where you control a discarded Sour Patch Kid whose ultimate mission is to make it into the belly of a human. To get there he must battle supremely sour and deranged candy monsters, and free his friends who went crazy while trapped in the human world. However, like any aspiring pop culture icon, we needed help from some famous friends, so we promoted the video game by shooting a rap music video featuring an original song from Method Man. In addition, by allowing Meth to be Meth, the rap video blew up online and gave The Kid much-needed street cred to hype the launch of our ‘World Gone Sour’ video game, available on Xbox, PlayStation and PCs. The Sour Patch Kids Facebook page is the hub for all things sour and sweet. We primed fans to visit daily through our ‘Save a Sour Patch Kid’ sweepstakes. We hijacked their News Feeds with wayward but lovable jokes and pop culture commentary. In October, we premiered Method Man’s lyrical tribute to Sour Patch Kids, the ‘World Gone Sour’ rap video, which spurred hip-hop enthusiasts to hype us across social networks. We released behind-the-scene clips of Method Man on-set to sustain momentum. Finally, a hand-drawn animated trailer announced the release of World Gone Sour video game available on Xbox and PlayStation Our Facebook fan page enjoyed an 82% increase and 18-24 year olds have become our most popular age group (up from 13-17.) The likelihood of our Facebook audience to ‘like’, Comment, or Share our content is 3x that of our largest competitor. In October, the Method Man 'World Gone Sour' rap video premiered and travelled so far and fast that 25% of our initial launch day views hailed from major rap sites in Russia: Rap.ru ain’t nothing to fuck with! Meanwhile, Facebook and Twitter shout outs helped make World Gone Sour (The Lost Kids) YouTube’s ‘Most Favourite’ video in October, garnering nearly 8,000 ‘likes’ and well over a million views. Not to mention, our launch day coincided with the release of the iPhone4S and while Mac fan boys & girls were tweeting furiously, Method Man was able to edge past and become a trending topic that day. The rap video was created to hype our World Gone Sour video game and gaming media giants like Kotaku took notice, posting glowing reviews for an advergame that (finally) doesn't suck. Now Sour Patch Kids is the fastest growing US candy brand, with sales up 12% and total share up 7% for 2011. Sweet.
WORLD GONE SOUR
案例简介：描述活动/条目 卡夫食品/SPK 的美国电视宣传在整个有线电视台播出。对于由美国广播公司网络管理的美国广播公司家庭来说，当我们看到酸酸的补丁孩子角色拍摄的天才时，人们担心在 “彩弹” 现场刻画暴力。ABC 电视台要求添加免责声明 -- “不要尝试”。此外，亵渎的使用，即使暗示，导致了像特纳，MTVN 的几个电台的限制。电视台援引他们在彩弹现场的末尾看不到任何 “sh _____” 的部分唇瓣。此外，仔细审查了该站的观点，认为反社会行为对儿童来说是不可接受的，即使暗示了这一点。需要记住的是，对于面向儿童节目的电台，如卡通、尼克、卡通网络, 如果你添加了一个推广 Facebook 和 Twitter 等社交媒体的标签，你可能会受到严格的限制/拒绝。 结果 Sour Patch Kids 品牌已经因其酸甜苦辣的分裂个性而受到喜爱; 自 2006年该品牌推出以来，一场迷人的电视活动使该品牌的业务翻了一番。然而，小酸糖有更大的梦想。因此，《酸辣孩子 2011 简报》既简单又具有挑战性: 让酸辣孩子成为流行文化的偶像。鉴于该品牌的竞争优势超过 5 比 1，这不是一个容易的壮举。因此，我们决定超越电视，创造一个充满活力的品牌世界。我们把糖果变成了一个如此渴望被吃掉的角色，以至于当它丢失时会完全发疯。我们叫他 “孩子”。为了让大众为孩子的淘气首次亮相做好准备，我们招募了我们的 Facebook 粉丝，吸引他们参加拯救一个酸溜溜的孩子挑战。我们一直在谈活每天发帖不敬的评论，而走的风扇基地 1.7 毫米风扇 3.1 毫米只有月将要采取的行动。粉丝们吵着要更多的恶作剧，所以我们创造了一个 “世界消失了” 的视频游戏，在这个游戏中，你可以控制一个被丢弃的酸味小子，他的最终任务是让它进入人类的肚子。要到达那里，他必须与极度酸涩和精神错乱的糖果怪物战斗，并释放被困在人类世界中疯狂的朋友。然而，就像任何有抱负的流行文化偶像一样，我们需要一些著名朋友的帮助，所以我们通过拍摄一段说唱音乐视频来宣传这个视频游戏，视频中有一首来自 Method Man 的原创歌曲。此外，通过允许冰毒成为冰毒，说唱视频在网上爆炸，给了这个孩子急需的街头信誉，以宣传我们的 “世界消失了” 视频游戏的推出, 可在 Xbox 、 PlayStation 和 pc 上使用。 酸补丁的孩子脸谱网页面是所有酸和甜的东西的中心。我们让粉丝们每天通过我们的 “拯救一个酸溜溜的孩子” 抽奖活动来参观。我们用任性但可爱的笑话和流行文化评论劫持了他们的新闻。10月，我们首播了 Method Man 对 Sour Patch Kids 的抒情致敬，这是一个 “世界消失了” 的说唱视频，刺激了嘻哈爱好者在社交网络上大肆宣传我们。我们发布了《 Method Man 》的幕后片段，以保持势头。最后，一个手绘动画预告片宣布在 Xbox 和 PlayStation 上发布世界变酸视频游戏 我们的 Facebook 粉丝页面增长了 82%，18-24 岁的人已经成为我们最受欢迎的年龄组 (从 13-17 岁上升)。))我们的 Facebook 观众 “喜欢” 、评论或分享我们内容的可能性是我们最大竞争对手的 3 倍。10月，Method Man 'world Gone sourt' 说唱视频首播并传播如此之快，以至于我们最初的发布日 25% 的浏览量来自俄罗斯的主要说唱网站: rap.ru 没什么好操的!与此同时，脸谱网和推特的喊话帮助 YouTube 在 10月制作了 “最受欢迎” 的视频，获得了近 8,000 个 “喜欢” 和超过百万的浏览量。更不用说，我们的发布日恰逢 iPhone4S 的发布，当 Mac fan boys & girls 愤怒地发推特时，Method Man 能够超越这一天，成为一个热门话题。说唱视频是为了炒作我们的世界变酸的视频游戏，像 Kotaku 这样的游戏媒体巨头引起了注意，为一款 (最终) 并不糟糕的广告游戏发布了热情洋溢的评论。现在，Sour Patch Kids 是增长最快的美国糖果品牌，销售额增长 12%，总份额增长 7%，占 2011。甜。
WORLD GONE SOUR
案例简介：Describe the campaign/entry The US TV campaign for Kraft Foods/SPK aired throughout the cable stations. For ABC Family, which is governed by ABC networks, there were concerns of the portrayal of violence on the ‘Paintball’ spot as we saw the talent shot by the Sour Patch Kid character. A request to add the disclaimer - "Do not attempt" was made by the station ABC. In addition, the use of profanity, even if implied, resulted in having restrictions on several stations like Turner, MTVN. The stations cited that they could not see any partial lip flap of the "sh_____" at the end of the Paintball spot. In addition, careful review was taken as the station views anti-social behaviour as unacceptable for children even if implied. Something to keep in mind, is that for stations geared for children's programming like Cartoon, Nick, Cartoon network, you may have heavy restrictions/rejections on the spot if you add a tag promoting social media like Facebook and Twitter. Results The Sour Patch Kids brand was already loved for its split personality of being Sour then Sweet; a notion brought to life by a charming TV campaign that doubled the brand’s business since it launched in 2006. However, the little sour candy had bigger dreams. Therefore, the 2011 brief for Sour Patch Kids was simple yet challenging: Make the Sour Patch Kid into a pop culture icon. No easy feat given that the brand is outspent 5 to 1 by its competition. Therefore, we decided to go beyond TV and create a dynamic brand world. We turned the candy into a character so hell-bent on being eaten, that it goes completely mad when lost. We call him ‘The Kid’. To prepare the masses for The Kid’s mischievous debut, we recruited our Facebook fans, drawing them in to compete in a Save-A-Sour-Patch-Kid challenge. We kept the conversation alive by posting irreverent commentary each day, which propelled our fan base from 1.7MM fans into 3.1MM in only 9 months. Fans clamoured for more mischief, so we created a ‘World Gone Sour’ video game where you control a discarded Sour Patch Kid whose ultimate mission is to make it into the belly of a human. To get there he must battle supremely sour and deranged candy monsters, and free his friends who went crazy while trapped in the human world. However, like any aspiring pop culture icon, we needed help from some famous friends, so we promoted the video game by shooting a rap music video featuring an original song from Method Man. In addition, by allowing Meth to be Meth, the rap video blew up online and gave The Kid much-needed street cred to hype the launch of our ‘World Gone Sour’ video game, available on Xbox, PlayStation and PCs. The Sour Patch Kids Facebook page is the hub for all things sour and sweet. We primed fans to visit daily through our ‘Save a Sour Patch Kid’ sweepstakes. We hijacked their News Feeds with wayward but lovable jokes and pop culture commentary. In October, we premiered Method Man’s lyrical tribute to Sour Patch Kids, the ‘World Gone Sour’ rap video, which spurred hip-hop enthusiasts to hype us across social networks. We released behind-the-scene clips of Method Man on-set to sustain momentum. Finally, a hand-drawn animated trailer announced the release of World Gone Sour video game available on Xbox and PlayStation Our Facebook fan page enjoyed an 82% increase and 18-24 year olds have become our most popular age group (up from 13-17.) The likelihood of our Facebook audience to ‘like’, Comment, or Share our content is 3x that of our largest competitor. In October, the Method Man 'World Gone Sour' rap video premiered and travelled so far and fast that 25% of our initial launch day views hailed from major rap sites in Russia: Rap.ru ain’t nothing to fuck with! Meanwhile, Facebook and Twitter shout outs helped make World Gone Sour (The Lost Kids) YouTube’s ‘Most Favourite’ video in October, garnering nearly 8,000 ‘likes’ and well over a million views. Not to mention, our launch day coincided with the release of the iPhone4S and while Mac fan boys & girls were tweeting furiously, Method Man was able to edge past and become a trending topic that day. The rap video was created to hype our World Gone Sour video game and gaming media giants like Kotaku took notice, posting glowing reviews for an advergame that (finally) doesn't suck. Now Sour Patch Kids is the fastest growing US candy brand, with sales up 12% and total share up 7% for 2011. Sweet.
世界变酸了
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WORLD GONE SOUR
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