The Spoiler Blonde|微电影|广告营销案例【ADGuider广告指南】

扰流板金发

案例简介：为什么这项工作与媒体相关？面临的挑战是在没有任何媒体预算的情况下泄露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像现实世界中传播的城市传说一样: 有机地。为了做到这一点，我们创造了我们的角色，依靠回忆一个古老的城市传奇，一个有影响力的人的相关性，人们渴望诱骗他们的朋友以及Instagram上已经存在的工具。我们为Netflix制定了前所未有的泄露策略，成为该品牌的全球内部案例。背景在80年代，一个城市传奇传遍了整个巴西，“A loira do Banheiro” 是一种血腥的玛丽传奇。在巴西版本中，这个金发幽灵出现在镜子中以吓people人。直到今天，她还是巴西最著名的城市传奇人物。在万圣节2018，Netflix需要泄露其恐怖发布，并选择社交网络作为主要平台。我们的目标是以有机的方式参与社交网络上围绕恐怖和万圣节主题的对话。描述创意/见解 (投票30%) 剧透金发女郎是一个城市传奇，后来成为社会影响者。我们通过Netflix粉丝最大的恐惧: 剧透使她转世恐吓互联网。在一个真正有影响力的人 @ fernandesgabie的帮助下，我们创造了这个角色，在Netflix上取得最大成功的场景中入侵了镜子，给了剧透。这生成了视频，这些视频被发布到专门为她创建的instagram个人资料中: @ loiradospoiler。为了让一切变得更加可怕，这位金发女郎开始在instagram上积极关注人们，只需简单的评论，就可以被援引来给人们的朋友剧透。在万圣节那一周 (25/10/18> 31/10/2018)，the Spoiler blonde入侵了该系列的镜子，并发布在她的Instagram提要上，跟随人们，甚至向那些想诱骗朋友的人发送剧透。描述策略 (投票20%) 面临的挑战是在没有任何媒体预算的情况下泄露这一行动。我们的策略是创造一个可以在社交网络上传播的故事，就像现实世界中传播的城市传说一样: 有机地。为了做到这一点，我们创造了我们的角色，依靠回忆一个古老的城市传奇，一个有影响力的人的相关性，人们渴望诱骗他们的朋友以及Instagram上已经存在的工具。我们为Netflix制定了前所未有的泄露策略，成为该品牌的全球内部案例。描述执行 (投票20%) 关键时刻: 我们邀请了一位拥有广泛活跃粉丝基础的著名影响者，并将她变成了Spoiler Blonde。有影响力的人开始喜欢我们的Instagram内容。人们发现了侧写。我们开始在Instagram上回复粉丝。我们开始在她的帖子和故事上发布剧透。 Netflix发布了 “我被剧透金发女郎跟踪”，并打破了Instagram的通知标签，因为朋友互相标记的数量过多。剧透金发女郎开始与著名帐户互动。我们在Instagram上推出了官方gif。24小时内观看245K次。100万不到一周。激活结束: 我们在WhatsApp组中传播破坏者。整个行动中的不同内容使公众参与其中: 有关如何互动的常见问题解答，垂直版本的剧透，使用人们对故事的建议，邀请人们在万圣节时打扮成 “剧透金发女郎”…… 列出结果 (投票30%) 在短短一周内，仅通过有机泄露，Instagram上的 @ loiraadospolier个人资料和她的视频就产生了以下结果: + 80.000个追随者。 + 335.000喜欢。 + 8.300.000印象。 + 1.000.000人受影响。 # Loiraadospoiler在Twitter上的巴西热门话题中排名第五。为了向角色致敬，创建了几个粉丝个人资料。最主要的是: 我们的角色在巴西的Netflix粉丝中变成了模因，gif甚至万圣节服装，成为了流行文化的一部分。剧透金发女郎的gif已经在网站上被搜索了1000万多次 www.giphy.com。

扰流板金发

案例简介：Why is this work relevant for Media? The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Background In the 80s an urban legend spread throughout Brazil "A loira do Banheiro" a sort of Bloody Mary Legend). In the Brazilian version, this blonde ghost appears in mirrors to frighten people. To this day she's the best known urban legend in Brazil. On Halloween 2018, Netflix needed to divulge its horror launches and chose social networks as the main platform. Our goal was to participate in an organic manner in conversations around the subject of terror and Halloween on social networks. Describe the creative idea/insights (30% of vote) The Spoiler Blonde is an urban legend that became a social influencer. We reincarnated her to terrorize the internet with Netflix fans' biggest fear: spoilers. With the help of a real influencer, @fernandesgabie, we created this character that invaded the mirrors in scenes of the greatest successes on Netflix, giving Spoilers. This generated videos that were posted to an instagram profile that was created especially for her: @loiradospoiler. To make everything even more scary, the blonde started to actively follow people on instagram and could be invoked to give spoilers to people's friends with just a simple comment. During the week of Halloween (25/10/18 > 31/10/2018) the Spoiler blonde invaded the series' mirrors, posted on her Instagram feed, followed people and even sent spoilers to those who wanted to troll their friends. Describe the strategy (20% of vote) The challenge was to divulge this action without any media budget. Our strategy was to create a story that could be spread on social networks just like the urban legends spread in the real world: organically. To do this, we created our character counting on the recall of an old urban legend, the relevance of an influencer, people's eagerness to troll their friends and the already existing tools on Instagram. We created a unprecedented divulgence strategy for Netflix that became a worldwide in-house case of the brand. Describe the execution (20% of vote) Key moments: We invited a famous influencer with a wide active fan base and turned her into The Spoiler Blonde. The influencer starts liking our Instagram content. People discovered the profile. We started replying to fans on Instagram. We started posting spoilers on her posts and stories. Netflix posted "I'm being stalked by the Spoiler Blonde" and broke Instagram's notifications tab due to the excessive number of friends tagging each other. The Spoiler Blonde started interacting with famous accounts. We launched official GIFs on Instagram. 245K views in 24 hours. 1 million in less than a week. End of activation: we spread spoilers in WhatsApp groups. Different contents throughout the action kept the public engaged: FAQ on how to interact, spoilers in vertical versions, using people's suggestions for stories, inviting people to dress as "The Spoiler Blonde" on Halloween… List the results (30% of vote) In just one week and only through organic divulgence, the @loiradospolier profile on Instagram and her videos generated the following results: +80.000 followers. +335.000 likes. +8.300.000 impressions. + 1.000.000 people impacted. #loiradoSpoiler was in fifth place in Brazil's trending topics on Twitter. Several fan profiles were created as a tribute to the character. And the main thing: our character became part of popular culure by turning into a meme, GIFs and even a Halloween costume among the Netflix fans in Brazil. The GIFs for the Spoiler Blonde have been searched over 10 million times on the site www.giphy.com.