TOUCH THE UNTOUCHABLE|短视频|广告营销案例【ADGuider广告指南】

触摸不可触摸的

案例简介：描述客户的简报吃喝玩乐的粉丝喜欢网上的新体验。因此，对于每一场运动来说，重要的是不仅要向他们展示一条信息，还要让他们成为其中的一部分。Skittles 品牌在现实世界和想象世界的交叉路口运作。在去年成功的 “触摸彩虹” 活动中，我们给了 Skittles 的粉丝世界上第一个非技术触摸技术，它充当了想象世界和消费者真实世界之间的桥梁。今年，我们想让人们触摸他们以前从未接触过的东西…… 以比以前更多的方式…… 我们让人们 “触摸不可触摸的东西”。描述促销如何从概念发展到实施通过允许人们在 5 个新视频中 “触摸” 僵尸和独眼巨人这样的角色，并使用广告牌上的电话号码给这些角色打电话, 我们以比以往任何时候都更多的方式将想象的世界带到人们的现实生活中。为了保持嗡嗡声，另一个 “不可触摸” 的角色出现在复活节周末。复活节兔子在每个视频中以隐藏的 YouTube 注释的形式隐藏了数字复活节彩蛋。通过找到线索并点击视频中的对象，观众发现了秘密视频和网站，这些视频和网站为角色提供了背景故事和与他们点击的对象互动的特殊访问权限。描述客户和消费者的成功促销，包括一些可量化的结果: “触摸不可触摸” 是加拿大的一场聚焦活动，到目前为止，已经将客户的收视率目标提高了两倍多。这场运动在短短两周内就获得了超过 100 万的浏览量，并在 843 个博客上被收录。我们收到了成千上万的 Facebook 股票和推特。此外，除了他们添加到我们的视频中的额外视图之外，活动中隐藏的复活节内容有近 200,000 个视图。总的来说，这场运动产生了超过 4100 万的媒体印象。解释为什么促销方法与产品或服务最相关 Skittles 品牌在现实世界和 Skittles 想象世界的交叉点运作。因此，通过允许他们 “触摸” 我们视频中不可触摸的角色，打电话给这些角色，并参与数字复活节彩蛋狩猎, 我们以比以往任何时候都更多的方式将游戏的想象世界带到他们的现实生活中。

触摸不可触摸的

案例简介：Describe the brief from the client Skittles fans love new experiences online. So for every campaign it’s important to not just show them a message, but to make them part of it. The Skittles brand operates at the intersection of the real world and the imaginary. In last year’s successful 'Touch the Rainbow' campaign we gave Skittles fans the world’s first non-technological touch technology, which acted as a bridge between the imaginary world and the consumer’s real world. This year we wanted to let people touch things they could never touch before… in more ways than before… We let people 'Touch the Untouchable'. Describe how the promotion developed from concept to implementation By allowing people to 'touch' characters like a Zombie and a Cyclops in 5 new videos and call the characters using phone numbers found on billboards, we brought the imaginary world to people’s real lives in more ways than ever. To keep buzz going, another 'Untouchable' character appeared around Easter weekend. The Easter Bunny hid digital Easter eggs inside each video in the form of hidden YouTube annotations. By finding the clues and clicking on objects in the videos, viewers found secret videos and websites that gave character back-stories and special access to interact with the objects they clicked on. Describe the success of the promotion with both client and consumer including some quantifiable results: 'Touch the Untouchable' was a Canadian focused campaign that so far, has more than tripled the client’s viewership targets. The campaign reached over 1m views in just 2 weeks and was picked up on 843 blogs. We received thousands of Facebook shares and tweets. Plus, there were nearly 200,000 views of the hidden Easter content in the campaign, on-top of the additional views they added to our videos. In total, the campaign generated over 41m earned media impressions. Explain why the method of promotion was most relevant to the product or service The Skittles brand operates at the intersection of the real world and the imaginary world of Skittles. So by allowing them to 'touch' the untouchable characters in our videos, call the characters on the phone and engage in a digital Easter egg hunt, we brought the imaginary world of Skittles to their real lives in more ways than ever.