Adidas: The Messiah|海报/平面|广告营销案例【ADGuider广告指南】

阿迪达斯: 弥赛亚

案例简介：阿迪达斯带着一个巨大的挑战来到我们面前: 接触那些活跃的足球狂热的孩子 (14 岁到 19 岁的男性)，他们没有坐在电视上。所以，我们把世界上最著名的足球运动员，巴塞罗那的莱昂内尔梅西，带到伦敦。只分配了四个小时，我们跳过了电视现场代言的想法，通过阿迪达斯品牌的直升机将他释放给公众。在他到来前的几周，我们在网上植入了内容和神秘的信息，暗示梅西会在哪里。第一站是哈克尼沼泽，当地球队正在那里比赛。第二个是东伦敦的布里克巷，我们在那里举行了一次街头 “工具包大赦”。在这里，球迷们可以用他们的旧靴子换新的 F50 阿迪零，同时与梅西握手。成千上万的人拍摄照片和视频，并在网络上分享。我们点击了 250,000 个脸谱网订阅，368,000 条推文，350万个孩子和 41% 的英国。而且，所有这些都是零媒体付费的。证明一个独特的想法可以赢得比预先计划好的时间表更多的媒体。简介: 我们想称赞阿迪达斯把世界上最好的足球运动员莱昂内尔 · 梅西带给他的球迷，这种方式会创造巨大的 “社交热” 、谈话和新闻。研究表明，众所周知，这些观众很难通过标准媒体渠道吸引和打动他们; 真实的生活经历和事件对他们更有吸引力，因为它们可以提供第一手的参与经历，可以作为他们的同伴/朋友之间的社交货币。结果: 在 24 小时内，我们传达了梅西穿着阿迪达斯，赢得了成千上万的核心观众的尊重，并达到了英国人口的 41%，没有付费媒体。 250,000 Facebook 订阅源 • 368,000 推文 3 个博客网站吸引了 195,264 游客访问阿迪达斯和梅西网站主要社交网络上的强大功能-Facebook 、 YouTube 和 Twitter 93% 的传统媒体报道是积极的传统媒体电视、报纸和新闻网站的报道英国广播公司新闻网站刊登了该事件的照片报道覆盖世界 25 个国家 Facebook 和视频人口统计数据显示，最感兴趣和参与活动的人是我们的核心目标受众，91% 男性，43% 年龄在 13-17 岁 350万名年轻足球迷通过电视和媒体观看了这项活动执行: 该活动最初是在活动本身五天前在线启动的。首先，通过博客和社交网站宣布梅西实际上要来伦敦。播种的第二阶段包括关于梅西将访问的可疑地点的线索和提示。在他到来的前一天，我们扩大了网络，太阳和天空体育进一步透露了梅西的内容和关于他可能下落的线索。当梅西抵达哈克尼沼泽时，天空体育通过网络和电视直播报道了这一事件。在接下来的几个小时里，梅西从哈克尼沼泽到他在布里克巷的最终目的地的旅程也被现场直播，在那里他将与球迷一起参加靴子特赦。当他到达布里克巷时，巨大的嗡嗡声已经建立起来，他受到了一大群粉丝的欢迎。情况: 世界上最好、最著名的足球运动员莱昂内尔 · 梅西对伦敦进行了一次罕见而短暂的访问，为阿迪达斯发起一场公关活动，将他与他们的品牌联系起来。问题是什么？阿迪达斯只有 4 个小时的时间来挤出尽可能多的公关活动，并在一个臭名昭著的难以打动和吸引 14-19 岁男性观众的人群中引起巨大的轰动, 在电视或电脑屏幕后面联系不到的人。策略: 媒体零报酬，我们依赖于关于梅西在首都下落的神秘信息的智能种子。然后，我们依靠通过手机产生的口碑，这是我们观众最喜欢的沟通工具，围绕梅西的到来进行宣传。梅西的确切下落直到他到达哈克尼沼泽前不久才被公布，但这个消息在网上和整个首都迅速传播。我们的观众倾向于拍摄和上传他们自己的内容，这意味着我们可以依靠梅西一落地就开始的即时社交、点对点对话。我们设法围绕梅西访问哈克尼沼泽制造了如此多的炒作, 阿迪达斯 Facebook 页面上的一次更新让成千上万的粉丝蜂拥而至，前往布里克巷参加我们的第二期体验。

阿迪达斯: 弥赛亚

案例简介：Adidas came to us with a big challenge: reach the active football-crazed kids (males, 14-19yrs old) who aren’t sitting in from of their TVs. So, we brought the world’s most famous football player, Barcelona’s Lionel Messi, to London. With only four hours allotted, we skipped a TV spot endorsement idea and unleashed him to the public via an adidas-branded helicopter. In the weeks leading up to his arrival, we seeded content and cryptic messages online, hinting where Messi would be. The first stop was Hackney Marshes where local teams were in the midst of a game. The second was Brick Lane in East London where we held an on-street “kit amnesty”. Here fans were able to trade in their old boots for new F50 adizeros whilst shaking hands with Messi. Thousands took photos and videos and shared it throughout the web. We hit 250,000 Facebook feeds, 368,000 tweets, 3.5 million kids and 41% of the UK. And, all this with zero paid-for media.Proof that a unique idea can earn more media than a pre-planned schedule can ever buy. Brief: We wanted to credit adidas with bringing the world’s best footballer, Lionel Messi, to his fans in a way that would create huge ‘social buzz’, talk and news. Research indicated that this audience was notoriously hard to engage and impress through standard media channels; real life experiences and events are much more appealing to them because they can provide first hand participative experiences that can be used as social currency amongst their peers/ friends. Results: Within 24hrs we communicated that Messi wears adidas, earned the respect of thousands of our core audience and reached 41% of the UK population, with zero paid-for media. • 250,000 Facebook feeds • 368,000 tweets • 3 blog sites led to 195,264 visitors to adidas & Messi sites • Strong feature on key social networks – Facebook, YouTube & Twitter • 93% of all traditional media coverage was positive • Coverage in traditional media Television, Newspapers & News Websites • The BBC News website featured a photo report of the event • Covered in 25 countries around the world • Facebook and video demographics indicated that those most interested and engaged in the event were our core target audience, 91% Male, 43% aged 13-17 yrs • 3.5 million young football fans saw the activity through TV & press Execution: The campaign was originally activated online five days before the event itself. Firstly an announcement was made through blogs and social networking sites that Messi was actually coming to London. The second stage of seeding included clues and tips as to the suspected locations Messi would be visiting. The day before his arrival, we widened the net and The Sun and Sky Sports revealed further Messi content and clues as to his likely whereabouts. As Messi touched down at Hackney Marshes, Sky Sports covered the event live online and via TV broadcast. Over the next few hours, Messi’s journey from Hackney Marshes to his final destination in Brick Lane, where he would take part in a boot amnesty with fans, was also shown live. By the time he arrived in Brick Lane, huge buzz had built up and he was received by an enormous crowd of fans. The Situation: The world’s best and most famous football player, Lionel Messi, made a rare and fleeting visit to London providing an opportunity for adidas to generate a PR campaign associating him with their brand. The problem? adidas only had 4 hours in which to squeeze as much PR activity out of him and create a huge buzz amongst a notoriously hard to impress and engage 14-19 year old male audience, who couldn’t be reached behind their TV or computer screens. The Strategy: With zero paid for media, we relied on smart seeding of cryptic messages as to Messi’s whereabouts in the capital. We then relied on the word of mouth generated via mobile, our audience’s favourite communication tool, to create hype around Messi’s arrival. Whilst the exact details of Messi’s whereabouts were not released until very shortly before his arrival at Hackney Marshes, the word had spread rapidly online and throughout the capital. Our audience’s propensity to film and upload their own content meant that we could rely on an instant social, peer-to-peer conversation being started as soon as Messi touched down. We managed to create so much hype around Messi’s visit to Hackney Marshes, that a single update on our adidas Facebook page sent thousands of our fans rushing to Brick Lane for the second instalment of our experience.