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案例简介:
案例简介:
大家越生气,士力架价格越低!#HUNGERITHM
案例简介:
大家越生气,士力架价格越低!#HUNGERITHM
案例简介:
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大家越生气,士力架价格越低!#HUNGERITHM
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基本信息
- 广告品牌: 士力架
- 发布日期: 2016-06
- 行业领域: 休闲食品 , 饮食/特产
- 媒体类别: 短视频 , 活动
- 广告语言: 汉语
- 媒介平台: 网络
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获得奖项:
- Cannes Lions 2018 Bronze(Creative Effectiveness | Single Country Creative Effectiveness)
- Spikes Asia 2018 Shortlist(Creative Effectiveness | Creative Effectiveness)
- Cannes Lions 2017 Bronze(Promo And Activationu4e28Integrated Campaign led by Promo & Activation)
- Cannes Lions 2017 Bronze(PRu4e28Real-time Response)
- Cannes Lions 2017 Silver(Media | Use of Data Driven Insight)
- Cannes Lions 2017 Silver(Mobile | Integratedu00a0Campaign)
- Cannes Lions 2017 Gold(Media | Use of Real-Time Data)
- Cannes Lions 2017 Gold(Direct | Real-Time Response)
- Cannes Lions 2017 Silver(Mobile | Socialu00a0Trends)
- Cannes Lions 2017 Gold(Cyber | Use of Social Data & Insight)
- Cannes Lions 2017 Silver(Promo And Activationu4e28Real-time Response)
- Cannes Lions 2017 Silver(Promo And Activationu4e28Use of Digital Platforms)
- Cannes Lions 2017 Silver(Real-Time Response)
- Cannes Lions 2017 Bronze(Promo And Activationu4e28Food & Drinks)
- Cannes Lions 2017 Bronze(Integrated)
- Cannes Lions 2017 Gold(Mobile | Socialu00a0Business)
- Cannes Lions 2017 Gold(Direct | Use of Real-Time Data)
- Cannes Lions 2017 Silver(Direct | Food & Drinks)
- Cannes Lions 2017 Silver(Social Business & Commerce)
- Cannes Lions 2017 Bronze(Direct | Use of Digital Platforms)
- Cannes Lions 2017 Gold(Mobile | Real-timeu00a0Response)
- Design and Art Direction 2017 Wood Pencil(Digital Marketing | Use of Social Media)
- New York Festivals 2017 Second Prize(Snack & Sweets)
- The One Show 2017 Silver Pencil(Mobile | Branded Entertainment)
- The One Show 2017 Bronze Pencil(Craft | Data-Driven Personalization)
- The One Show 2017 Gold Pencil(Social Media | Branded Social Post / Real-Time Response)
- The One Show 2017 Silver Pencil(Mobile | Websites)
- The One Show 2017 Silver Pencil(Direct Marketing | Digital / Websites, Mobile, & Banners)
- AWARD Awards 2017 Silver(Digital | Digital Campaign - Business to Consumer)
- AWARD Awards 2017 Gold(Branded Entertainment & Content | Mobile)
- AWARD Awards 2017 Bronze(Integrated Campaign)
- AWARD Awards 2017 Gold(Digital | Online Promotion, Campaign)
- AWARD Awards 2017 Silver(Promotion & Experiential | Best use of Other Digital Media in a Promotional)
- AWARD Awards 2017 Silver(Digital | Social Media)
- AWARD Awards 2017 Bronze(Direct Marketing | Digital Direct Response, Individual)
- AWARD Awards 2017 Silver(Branded Entertainment & Content | Experiential - Interactive)
- AWARD Awards 2017 Gold(Market Disruption & Product/ Service Development | Industry or Category Disruption)
- The Webby Awards 2017 Winner(Advertising & Media | Mobile Campaigns)
- The Webby Awards 2017 Winner(Advertising & Media | Food & Beverage)
- Tangrams 2017 Gold(EFFECTIVENESS | Food Products)
- Tangrams 2017 Gold(DIGITAL STRATEGY | Food Products)
- Tangrams 2017 Platinum Award(DIGITAL STRATEGY)
- Tangrams 2017 Silver(EFFECTIVENESS | Insights / Strategic Thinking)
- Tangrams 2017 Gold(EFFECTIVENESS | Innovative Use of Media)
- Tangrams 2017 Gold(DIGITAL STRATEGY | Digital Innovation)
- Tangrams 2017 Gold(DIGITAL STRATEGY | Digitally Integrated Campaign)
- Effie Worldwide 2017 Bronze(Food)
- Effie Worldwide 2017 Bronze(Media Innovation)
- Effie Worldwide 2017 Gold(Branded Content)
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案例详情
来源:网络广告人社区现在有一个网络新词 Hangry,是 Hunger(饥饿)+ Anger (愤怒)的组合词,意思是说当你饥饿时你是会很愤怒。同时,如果我们发生不愉快的事情,也会发到社交网络去抱怨一样。比如去年那个衣服颜色事件,大家就会在网络上争论起来,“这明明是蓝色”“白痴,这是金色”。所以为了让世界更加和平,可以用来充饥的士力架推出了一个活动——#HUNGERITHM#这个网站是 24 小时不间断的分析来自社交网络的消息(任何人的消息),每天超过 140 次的更新,根据系统词库中 3000 多个词做分析,如果有哪条 Twitter 内容出现了该词汇,那么就统计一次。也就是说,这个网站就是统计大家发到社交媒体上的愤怒言论,然后根据一定的算法,得出一个结果,根据结果士力架会实时进行打折。用户登录 HUNGERITHM 查看当前社交网络的愤怒指数,指数越高说明大家在社交网络抱怨越多,那么士力架价格越低,用户可以在当前价格拿到优惠卷,再凭借优惠价去 7-11 门店购买即可。原来愤怒的大家在 7-11 吃完士力架后就变得心情愉悦了~
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