A Hunter Shoots A Bear|短视频|广告营销案例【ADGuider广告指南】

猎人射杀熊

案例简介：描述客户的简报: 为了适应返校时期，欧洲矫正流体公司 Tipp-ex 希望在网上推广其白化口袋鼠标。目标是 Tipp-ex 的学生、学生和顾客。该策略是将一个普通的产品变成 YouTube 上独特而开创性的互动体验。我们的策略是在这个目标和品牌之间建立一个特定的关系，从而传播 Tippexperience。描述促销如何从概念发展到实施: 一个互动的 YouTube 富媒体活动。它从 YouTube 上的一段视频开始，视频中有一个猎人在树林里突然面对一只熊。在视频的结尾，观众决定猎人是否应该射杀熊。不管选择是什么，猎人从视频旁边的横幅上抓住了 Tipp-Ex 袖珍鼠标, white out 这个词 “拍摄”，并邀请观众直接在视频标题中写下他们自己的动词来选择故事的结尾。对于每个动作，都有一个视频响应。描述客户和消费者的成功促销，包括一些可量化的结果: Tipp-ex sell-2011年对 2010: + 35%。100 天内: Tipp-ex YouTube 频道: + 3550万次观看。平均品牌曝光时间: 5 分钟。Tippexperience 袭击了全世界 217 个国家。在社交媒体上分享了 380,000 次，病毒率为 500%。迄今为止的结果: 4600万个视图。Facebook 上的分享、喜欢和评论: + 100万。推特: 220,000。60,000 在线文章。国际电视报道。Tipp-出厂价销售: 30% vs 2009 9月2日之间和 2010年10月15日 (欧洲/卷) 在欧洲市场的购买意愿在竞选期间增加了一倍，根据 Ipsos 测试。解释为什么促销方法与产品或服务最相关: 互动活动将观众吸引到一个选择自己故事风格的视频旅程中。这一努力首次打破了 YouTube 的界限，利用整个屏幕来展示其白化产品的使用。42 个替代场景被拍摄，所以你写的任何东西都会得到视频回应。可能性是无限的。通过签名 White 和 Rewrite，YouTube 上的视频和互动，这项活动非常适合品牌和目标。

猎人射杀熊

案例简介：Describe the brief from the client: To coincide with the back-to-school period, Tipp-ex, an European correction fluid company, wants to promote online its whiteout Pocket Mouse. The target is pupils, students and customers of Tipp-ex. The strategy was to turn an ordinary product into a unique and ground-breaking interactive experience on YouTube. Our strategy was to create a specific relation between this target and the brand, and thus virally spread the Tippexperience. Describe how the promotion developed from concept to implementation: An interactive YouTube rich media campaign. It starts with a video on YouTube featuring a hunter out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should shoot the bear or not. Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. For each action, there's a video response. Describe the success of the promotion with both client and consumer including some quantifiable results: Tipp-ex sell-in 2011 versus 2010 : +35%. In 100 days: The Tipp-ex YouTube channel : +35.5 million views. Average brand exposure: 5 minutes. The tippexperience hit 217 countries around the world. Shared 380,000 times on social media with a virality rate of 500%. RESULTS TO DATE: 46 million views. Shares, likes and comments on Facebook: +1 million. Tweets: 220,000. 60,000 online articles. International TV coverage. Tipp-ex sales: +30% vs 2009 between 2nd September and 15th October 2010 (Europe / volumes) On the European market, the purchasing intention has doubled during the campaign, according to the Ipsos test. Explain why the method of promotion was most relevant to the product or service: The interactive campaign drew viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of YouTube for the first time, utilising the whole screen to exemplify the use of its whiteout product. 42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite. With the signature « White and Rewrite », the video on YouTube and the interaction, the campaign is very appropriate to the brand and to the target.