Special Sponsors|短视频|广告营销案例【ADGuider广告指南】

特别赞助商

案例简介：执行由于一个数字平台，人们可以在运动员制服上购买他们的标志空间，在这个平台上，他们可以为代表团贴上他们的名字、昵称或支持信息。在网站上，人们可以设计他们的定制标志，并选择它的尺寸和在特殊运动员夹克上的位置。标志越大，捐赠就越大。每个标志都被仔细缝合并放在运动员的制服上，覆盖了 25 名运动员，上面有数百名支持的哥伦比亚赞助商的名字。战略鉴于人们在被要求捐款时反应消极，我们为人们设计了一种创新的帮助方式。特别赞助商为人们提供了一种支持哥伦比亚团队的替代方式，在那里他们可以看到他们的捐赠成为现实，并在他们的社交网络上自豪地展示它, 并最终在洛杉矶特奥会期间向全世界展示。利用有影响力的人和低预算的媒体，我们在前往洛杉矶的 25 名赞助运动员的制服上填写了数百名支持哥伦比亚人的名字。结果特别赞助商帮助哥伦比亚特别运动员代表团筹集了比赛所需的资金，他们在洛杉矶特奥会上获得了 2 枚金牌、 2 枚银牌和 5 枚铜牌。相关性这个想法允许特奥会以一种完全不同的方式与人们互动，这要归功于一项数字活动，这项活动让用户能够根据他们的捐赠在这个想法中创造自己的相关性, 支持一个机构的概念应该更进一步。这个想法带来了生活，不是一个，而是许多品牌，最终代表了数百名哥伦比亚人，他们相信团队和倡议，使他们在全球规模的活动中出现。概要筹集资金对哥伦比亚特奥会代表团来说不是一件容易的事情。原因是什么？大公司看不到赞助残疾运动员带来的任何收入回报，因为他们没有名人运动员的影响力或知名度。去年，离世界夏季奥运会只剩下两个月了，哥伦比亚特奥会仍然没有足够的资金资助 25 多名特殊运动员前往洛杉矶参赛。活动描述我们改变了特殊运动员在哥伦比亚获得赞助的方式，所以他们不必依赖大品牌的支持。我们让普通人有机会在我们的运动员在洛杉矶穿的制服上以定制品牌标识的形式命名。通过这种方式，人们可以帮助代表团，根据运动员夹克上的位置和标志的大小付费，就像大品牌为受欢迎的体育赛事付费一样。

特别赞助商

案例简介：Execution People could buy the space for their logos on the uniforms of the athletes thanks to a digital platform, where they could place their name, nickname or a support message for the delegation. On the website people could design their custom logo, and choose its size and placement on the special athletes’ jackets. The bigger the logo, the bigger the donation had to be. Each logo was carefully stitched and placed on the athletes’ uniforms, covering the 25 athletes with the names of hundreds of supportive Colombian sponsors. Strategy Given the fact that people react negatively when being asked to donate money, we designed an innovative way for people to help. Special Sponsors offered people an alternative way to support Colombia’s team, where they could see their donations become a reality and showcase it proudly on their social networks, and ultimately to the whole world during the Special Olympics in Los Angeles. Using influencers and low budget media, we filled the uniforms of 25 sponsored athletes that traveled to Los Angeles with the names of hundreds of supportive Colombians. Outcome Special sponsors helped the Colombian delegation of special athletes to gather the funds they needed to compete, where they earned 2 gold medals, 2 silvers, and 5 bronze medals in the Special Olympics in Los Angeles. Relevancy This idea allowed Special Olympics to interact with people in a completely different way thanks to a digital activity, one that gave users the power of creating their own relevance in the idea according to their donations, taking the concept of what supporting an institution should be one step further. The idea brought to live not one, but many brands that ultimately represented hundreds of Colombians that believed in both the team and the initiative, making them present in a global scale event. Synopsis Raising funds is no easy task for Colombia’s Special Olympics delegation. The reason? Big companies don’t see any revenue returns from sponsoring disabled athletes since they don’t have the same influence or visibility level as celebrity athletes. Last year, with only two months left until the World Summer Games, Special Olympics Colombia still didn’t have enough funds to finance the travel of more than 25 special athletes to compete in Los Angeles. Campaign Description We changed the way Special Athletes earned their sponsorship in Colombia, so they didn’t have to rely on the support of big brands. We gave regular people the chance to place their names in the form of custom brand logos on the uniforms worn in Los Angeles by our athletes. This way people could help the delegation, paying according to the location and the size of their logo on the athletes’ jackets, the same way big brands do for popular sporting events.