Promo Integration: Discovery Channel's Shark Week and Redd's Apple Ale|短视频,APP|广告营销案例【ADGuider广告指南】

促销整合: 探索频道的鲨鱼周和 Redd 的苹果啤酒

案例简介：为其标志性的 “鲨鱼周” 做准备，探索频道呼吁创意机构 2C 合作制作一部由喜剧小品角色鲍勃 · 鲨鱼主演的综合宣传片 (“天黑后鲨鱼”) 和官方的 “鲨鱼周” 啤酒赞助商，Redd 的苹果啤酒。这个由 2c 的本 · 弗兰克 (Ben Frank) 构思和创作的现场，用幽默和幽默捕捉了年度电视活动的巨大流行文化吸引力和 Redd 苹果啤酒的魅力。 30 秒的宣传片包裹着光滑的商业品质，让观众进入经典的热带派对场景，狂欢者享受泳池边的庆祝活动。也就是说，直到鲨鱼鲍勃撞毁了派对，用 Redd 的苹果啤酒拉锯战来震撼一切。2C 提供了一个定制的，从概念到帖子的交钥匙包，从写剧本和铸造现场的演员到找到位置, 在 Arri Alexa 相机上拍摄并无缝编辑。 “鲨鱼鲍勃是一位时代精神家，他总结了发现的不断发展的方法，把 '鲨鱼周' 作为一种文化现象, 所以我们这个项目的目标是带着这种感觉去寻找一种创造性的方式来聚焦 Redd 的苹果啤酒品牌，”创意总监布莱恩 · 埃洛说。“利用 Ben 的愿景、一个坚实的 2C 团队以及我们与 Discovery 的强大合作，我们能够将商业质量融入为每个人服务的网络集成。" “鲨鱼周”，电视上最长的夏季电视必看活动，于 8月10日星期日回到探索频道, 下午8点 ET/PT，长达 13 个小时的新 “鲨鱼周” 节目和现场深夜脱口秀 “天黑后鲨鱼”。”

促销整合: 探索频道的鲨鱼周和 Redd 的苹果啤酒

案例简介：Gearing up for its iconic “Shark Week,” Discovery Channel called on creative agency 2C to collaborate on an integrated promo starring comedy skit character Bob the Shark (“Shark After Dark”) and official “Shark Week” beer sponsor, Redd’s Apple Ale. The spot, conceptualized and written by 2C’s Ben Frank, uses humor and campiness to capture the immense pop culture appeal of the annual television event and allure of Redd’s Apple Ale. Wrapped in a glossy, commercial quality, the 30-second promo takes viewers into the classic tropical party scene, with revelers enjoying poolside festivities. That is, until Bob the Shark crashes the party and shakes things up with a surprise Redd’s Apple Ale tug-of-war. Delivering a custom, turn-key package from concept to post, 2C did everything from writing the script and casting the spot’s actors to finding the location, shooting on an Arri Alexa camera and editing it all together seamlessly. “Bob the Shark is a zeitgeist summing up Discovery’s evolving approach with ‘Shark Week’ as a cultural phenomenon, so our goal with this project was to run with that feeling in finding a creative way to spotlight the Redd’s Apple Ale brand,” said Creative Director Brian Eloe. “Tapping Ben’s vision, a solid 2C team and our strong collaboration with Discovery, we were able to bring commercial quality into a network integration that serves everybody well.” “Shark Week,” television’s longest running must-see summer TV event, returned to Discovery Channel on Sunday, August 10, 8PM ET/PT with a whopping 13 hours of new “Shark Week” programming and the live, late-night talk show “Shark After Dark.”