What Lives Inside|短视频|广告营销案例【ADGuider广告指南】

什么生活在里面

案例简介：活动描述品牌娱乐空间每年都变得越来越拥挤，这使得寻找分销合作伙伴成为任何品牌娱乐活动的关键。为了得到最大最好的观众面前的生活，我们与 HULU 合作发行了这部电影。有效性我们的目标是利用标志性的 “英特尔 Inside” 身份，通过提高 A25-34 千禧一代受众的品牌好感度、感知度和购买意愿，支持戴尔 Venue 平板电脑的推出。这种洞察力源于消费者行为和市场弱点的交叉; 研究表明，全世界的年轻人都在寻求赋权，越来越多地使用技术来寻找他们的生活方式, 然而，世界领先的科技品牌在增强权能方面做得很少。通过将娱乐和社会参与融合在一起，我们让英特尔/戴尔平板电脑成为互动故事的主角，赋予观众力量。目标受众千禧一代 25-34 岁的行为和日益增长的期望是创意和交流策略的关键。一个认为像英特尔和戴尔这样的传统技术品牌越来越不相关的组织，一个越来越多地奖励以提供价值代替单向对话的品牌的组织,我们制定了一项计划，以平衡传统广告频道提供的精确定位和以尽可能意想不到的方式传递观众要求的内容和体验的必要性，以吸引注意力。实施为了回报创意信息，并向我们的目标受众提供意想不到的内容/体验，我们充当内容分销商，而不是媒体规划者。在探索了一系列具有高有机成分的数字视频广播公司之间的关系后，我们能够与 Hulu 建立独家分销伙伴关系, 它像其他原创节目一样推广和主持我们的电影内容。为了确保成功的首映，我们结合了本地和社交视频播种策略，背景相关的收购和协调的外联，包括演员/导演采访、激活活动和私人放映。结果正如预期的那样，我们的目标受众会同时奖励英特尔和戴尔品牌以及他们的平板电脑产品。我们鼓励超过 1.5 的社交互动，6,000 的用户提交，1,150 篇新闻文章，超过 43 毫米的美国总浏览量。Millward Brown 品牌研究的初步结果表明，在英特尔和戴尔品牌好感度 (+ 7.5%), 感知这些品牌 “拥有最好的产品特征” (+ 13.4%)，是 “我钦佩” (+ 10.7%)，是 “创新公司” (+ 20.5%)最后，购买戴尔 Venue 8 平板电脑 (+ 10.4%) 的意向是搭便车。相关性戴尔从两届奥斯卡奖得主罗伯特 · 斯特罗姆伯格那里获得灵感，并受到英特尔 Inside 的启发，展示了 “内心生活的东西”。主演科林 · 汉克斯、凯瑟琳 · 奥哈拉和奥斯卡奖得主 j.K.西蒙斯。配备戴尔 Venue 平板电脑和观众的创造力。《生活在里面》讲述了一个可爱的父亲的故事，他一生都在激励孩子，一个儿子早就忘记了成为一个孩子是什么样子。在哀悼 “Pops” 失去他举世闻名的木偶师父亲的时候, 泰勒发现自己神秘地被带到他父亲表演的神奇世界，在那里他开始了一段难忘的旅程，寻找他认为永远丢失的东西。这部电影在 Hulu 独家首映，因为 Pops world 的灵感来自儿童创作,我们邀请观众通过 Instagram 、 Twitter 和 whatlivesinside.com 为这部电影贡献他们自己的创意。最后一部电影展示了观众的一百多件原创艺术作品，这些作品前所未有地栩栩如生，其中一部成为最终让泰勒自由的角色。

什么生活在里面

案例简介：Campaign Description The branded entertainment space is becoming more crowded every year, which makes finding a distribution partner a critical piece of any branded entertainment campaign. To get What Lives Inside in front of the biggest and best audience possible we teamed up with HULU to distribute the film. Effectiveness Our objective was to leverage the iconic “Intel Inside” identity and support the launch of the Dell Venue Tablet by increasing brand favorability, perception and purchase intent among A25-34 Millennial audience. The insight was born from the intersection of consumer behaviors and a marketplace weakness; research showed that young people worldwide are in search of empowerment and increasingly use technology to find their way through life, yet the world’s leading tech brands have done little to foster empowerment. By blending entertainment and social participation, we made the Intel/Dell tablet a main character in an interactive story that empowered our audience.The behaviors and growing expectations of the target audience, Millennials 25-34, were at the crux of the creative and communication strategy. A group that considers the legacy tech brands like Intel and Dell less and less relevant and one that increasingly rewards brands that deliver value in place of a one-way dialogue, we developed a plan to balance the precision targeting offered by traditional ad channels with the necessity to deliver the content and experience demanded by this audience in as unexpected method as possible in order to capture attention. Implementation To pay off the creative message and deliver unexpected content/experiences to our target audience, we acted as content distributors instead of media planners. After exploring relationships among a short list of digital video broadcasters with high organic composition of our target, we were able to develop an exclusive distribution partnership with Hulu, which promoted and hosted our film content as it would any other original programming. To ensure a successful premiere we supplemented with a mix of native and social video seeding tactics, contextually relevant takeovers and coordinated outreach, including cast/director interviews, activation events and a private screening. Outcome As anticipated, our target audience rewarded both Intel & Dell brands, as well as their tablet product. We encouraged over 1.5MM social interactions, 6,000 user submissions, 1,150 articles in the press, over 43MM total views in the US. Initial results from a brand study by Millward Brown identified strong lifts from a control to exposed audience in Intel& Dell brand favorability (+7.5%), perception these brands “have the best set of product features” (+13.4%), are brands “I admire” (+10.7%), are “innovative companies” (+20.5%) and finally a lift in intent to purchase the Dell Venue 8 tablet (+10.4%). Relevancy From two-time Academy-Award Winner Robert Stromberg and inspired by Intel Inside, Dell presents “What Lives Inside”. Starring Colin Hanks, Catherine O’Hara and Academy-Award Winner J.K. Simmons. Featuring the Dell Venue Tablet and the creativity of the audience. What Lives Inside tells the story of a beloved father who spent his life inspiring kids and a son who had long forgotten what it was like to be one. While mourning the loss of “Pops” his world-famous puppeteer father, Taylor finds himself mysteriously transported to the magical world of his father's show where he begins an unforgettable journey to find something he thought was lost forever.The film premiered exclusively on Hulu and since Pops world was inspired by children’s creations, we invited the audience to contribute their own creature ideas for the film via Instagram, Twitter and whatlivesinside.com. The final film featured over a hundred original works of art from the audience that were brought to life like never before with one them becoming the character that would ultimately set Taylor free.