Nickelodeon and Lego Turn Tv Station off|短视频|广告营销案例【ADGuider广告指南】

尼克和乐高关闭了电视台

案例简介：见解、战略和想法: 2009年8月，乐高将棋盘游戏推向市场。棋盘游戏将玩经典骰子游戏与乐高积木相结合。在一年中的黑暗、有利于棋盘游戏的月份进行了成功的活动后，挑战是将乐高游戏的相关性带到春天和夏天, 同时加强乐高游戏在棋盘游戏市场的立足点，并继续与儿童和成人成功的积极定位。孩子们喜欢乐高，但经常花太多时间看电视 -- 这让他们的母亲非常懊恼。这怎么能改变呢？创造了一个机会，让家庭尝试新的乐高游戏，而不是看电视。一个大胆的想法: 可以说服电视台简单地关闭整个下午的儿童节目吗？Nickelodeon 是游戏，作为乐高 “更多游戏，更少电视” 促销活动的一部分，关闭了整个下午的节目。创意执行: 为了鼓励孩子们玩耍，完整的尼克乐天节目在中午 12 点到下午6点之间关闭。取而代之的是，只有一个乐高赞助的黑屏显示了座右铭: “玩而不是看电视! “在竞选前夕，用许多不同的方式传达了下午玩乐高的呼吁。该电台在空中和网上播出，呼吁花一天时间玩乐高游戏。在没有电视的下午之前，棋盘游戏产品线已经被安排在商业广告中，电视抽奖预告片呼吁人们在电视台网站上参加乐高抽奖。产品线集成到 Nickelodeon 的图文电视和时事通讯中，吸引了对新乐高游戏的更多关注。下午不看电视的呼吁，加上玩乐高的激励，创造了孩子们参与游戏日的愿望，从而使它获得了完全的成功。结果和有效性: 游戏日带来了来自儿童和家庭的惊人反应。这场运动在互联网上引起了轰动，并在无数门户网站、论坛和 Facebook 上进行了讨论。妈妈们很激动，零售商也很开心，乐高在促销期间对其棋盘游戏的认识提高了 28%。所有权增长了 67%，购买产品的愿望增加了 71%。(研究 5 月/2010年6月，所有妈妈，6-11 岁的孩子)。

尼克和乐高关闭了电视台

案例简介：Insights, Strategy and the Idea: In August 2009, LEGO introduced board games to the market. The board games combine playing a classical dice game with LEGO building. The challenge, after the successful campaigns conducted during the dark, board game-conducive months of the year, was to carry the relevance of the LEGO games over to spring and summer, while strengthening the LEGO games’ foothold in the board game market and continuing their successful positive positioning with children and adults. Kids love LEGO but often spend far too many hours watching TV – much to the chagrin of their mothers. How could this be changed? An occasion was created for families to try out the new LEGO games instead of watching TV. A bold idea: could a TV station be persuaded to simply turn off its kids’ program for an entire afternoon? Nickelodeon was game and turned off its program for an entire afternoon as part of LEGO’s “More play, less TV!” promotion. Creative Execution: In order to encourage the children to play, the complete Nickelodeon program was turned off between 12 noon and 6 pm. In its place, there was only a LEGO-sponsored black screen displaying the motto: “Play instead of watching TV!” The appeal to spend the afternoon playing with LEGO was communicated in many different ways during the run-up to the campaign. The station broadcast on-air and online appeals to spend the TV-free day playing with LEGO. The board game product line had been placed in commercial breaks prior to the TV-free afternoon, with TV sweepstake trailers calling on people to participate in a LEGO sweepstakes on the TV station’s website. The product line’s integration into Nickelodeon’s teletext and newsletter drew additional attention to the new LEGO games. The appeal to spend the afternoon not watching TV, combined with incentives to play with LEGO, created a desire in children to participate in the game day, thus making it a complete success. Results and Effectiveness: The game day brought about an amazing response from children and families. The campaign created a buzz on the internet and was discussed in countless portals, forums and on Facebook. Mothers were thrilled, retailers were happy and LEGO registered a 28% increase in awareness of its board games during the promotion period. Ownership grew by 67% and the desire to buy the products increased by as much as 71%. (Research May/June 2010, All mums, kids 6-11).