GIForade|动图|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

吉福雷德

案例简介：概要每次超级碗结束时，获胜球队的教练都会得到一杯冰镇的佳得乐，象征着冠军赛季的结束。在此期间，我们的品牌让每个人都在谈论 -- 但对话并不总是持续太久。对于超级碗 52，我们不想和青少年运动员说话，我们想让他们在整个比赛中说话。战略 78% 的青少年 (13-17 岁) 使用智能手机，使用社交媒体和信息应用程序分享他们的生活。超过一半的人每天花 3 个多小时在这些应用程序上，与朋友来回传递信息。对于超级碗 52 -- 今年最大的运动时刻 -- 佳得乐希望通过利用他们最喜欢的信息工具之一: gif 来吸引他们的注意力。通过 Twitter 、 Facebook Messenger 、 Google keyboard 等平台上的本地键盘功能，GIForade 将佳得乐品牌直接带入了超级碗对话。GIPHY 每天为 25亿活跃用户提供 3亿个 gif。在创建了数百个品牌 gif 后，佳得乐在游戏前一天在 GIPHY 上发布了它们。所以，对于每一个超级碗的动作，都有一个相应的 GIForade 反应。我们的 NFL 精英玩家还使用我们的 GIFs 和推特链接到他们的反应库供粉丝使用，帮助将 gifreade 推向他们的追随者。相关性 GIForade 通过增强他们的超级碗体验，将佳得乐品牌带入了数百万青少年竞技运动员的对话中。GIPHY 每天为 25亿活跃用户提供 3亿个 GIFs，所有这些 GIFs 都集成到每个社交渠道和消息平台的键盘中。佳得乐创造了数百个品牌的 gif，在超级碗的前一天在 GIPHY 上发布。所以，从游戏启发的评论到日常的社交交流，每一个动作都有一个小反应。结果仅在超级碗周日，GIForade 就获得了 1.18亿次观看，超过了实际比赛的电视广播观众 (103 毫米。这也是任何品牌在 GIPHY 上单日最多的一次。这帮助佳得乐一夜之间进入 GIPHY 十大品牌。但比赛结束时并没有停止。GIForade 成为日常对话的一部分，在 8 周内，GIForade 达到了 4.2亿次浏览，其中 79% 次是有机获得的。来自美国橄榄球联盟球员特拉维斯 · 凯尔斯、托德 · 格利和德尚 · 沃森的推文达到了潜在的 200万名球迷，并产生了大约 2,000 次有机约会。执行佳得乐招募了一个由互联网著名的 GIF 制作者 (来自 GIPHY 和 Reddit 等社区的受人尊敬的影响者) 组成的团队。让他们接触到他们以前从未有过的东西: NFL 镜头。他们混音了 50 多个 gif，添加了动画、特效和佳得乐品牌。我们还在 NFL 运动员的帮助下，在比赛的主办城市明尼阿波利斯现场制作了 200 多个反应 gif。使用去年搜索到的顶级超级碗术语，我们手工挑选了与每个关键词相关的最佳 gif，并让我们的 NFL 运动员重新创作它们。GIForade 在超级碗的前一天推出。整个库通过 GIPHY 的 API 被本地添加到每个社交媒体渠道和消息平台的键盘上。所有资产都在战略上标有超过 2,000 个有机和付费搜索术语。当用户搜索超级碗相关关键词时，GIForade GIFs 是最高的结果，并且在 GIPHY 的趋势提要中一直存在。活动描述 GIForade 通过增强他们的超级碗体验，将佳得乐品牌带入了数百万青少年竞技运动员的对话中。佳得乐制作了数百张品牌 GIFs，用于实时评论超级碗。我们招募了一个精英 GIF 制作者团队 (来自 GIPHY 和 Reddit 等社区的受人尊敬的影响者) 来混音 NFL 镜头。我们还在 8 名美国橄榄球联盟精英运动员的帮助下拍摄了原创反应 gif，包括佩顿和伊莱 · 曼宁、 JJ · 瓦特和托德 · 格利。GIForade GIFs 的创建是为了与 50 个搜索最多的超级碗术语保持一致，所以我们的 GIFs 库可以用来实时评论超级碗。使用 GIPHY，GIForade 被本地推送到社交媒体平台的键盘上，如 Twitter 、 Facebook 和 Instagram，以及消息平台，如 iMessage 、 Messenger 、 WhatsApp 和 Slack。

吉福雷德

案例简介：Synopsis At the end of every Super Bowl, the winning team’s coach gets a cooler of Gatorade poured on their head, symbolizing the end of a championship season. During that time, our brand has everyone talking – but the conversations don’t always last long. For Super Bowl 52, we didn’t want to talk to teen athletes, we wanted to get them talking for the entire game. Strategy 78% of teens (13-17) who use a smartphone, use social media and messaging apps to share their lives. And over half spend 3+ hours in those apps, messaging back-and-forth with friends every day. For Super Bowl 52 -the biggest sports moment of the year- Gatorade looked to gain their attention by tapping into one of their favorite messaging tools: GIFs. Through native keyboard functionality on platforms like Twitter, Facebook Messenger, Google Keyboard and more, GIForade brought the Gatorade brand directly into Super Bowl conversations. GIPHY serves 2.5 billion GIFs to 300 million active users every day. After creating hundreds of branded GIFs, Gatorade launched them on GIPHY the day before the game. So, for every Super Bowl action, there was a corresponding GIForade reaction. Our elite NFL players also helped push GIForade to their followers using our GIFs and tweeting links to their reaction libraries for fans to use. Relevancy GIForade brought the Gatorade brand into millions of teen competitive athlete conversations by natively enhancing their Super Bowl experience. GIPHY serves 2.5 billion GIFs to 300 million active users every single day, all integrated into the keyboards of every social channel and messaging platform. Gatorade created hundreds of branded GIFs, launching them on GIPHY the day before the Super Bowl. So, for every action, from game-inspired comments to everyday social exchanges, there was a GIForade reaction. Outcome GIForade racked up 118 Million views on Super Bowl Sunday alone – more than the actual game’s TV broadcast audience (103MM). It’s also the most by any brand on GIPHY in a single day ever. This helped Gatorade enter the Top 10 brands on GIPHY overnight. But it didn’t stop when the game ended. GIForade became a part of everyday conversations and within 8 weeks, GIForade reached 420 Million views, with 79% of them being earned organically. Tweets from NFL players Travis Kelce, Todd Gurley and Deshaun Watson reached a potential 2 million fans and generated around 2,000 organic engagements. Execution Gatorade recruited a team of Internet-famous GIF-makers (respected influencers from communities like GIPHY and Reddit). And gave them access to something they’d never had before: NFL footage. They remixed over 50 GIFs, adding animations, special effects and Gatorade branding. We also produced over 200 reaction GIFs with the help of NFL athletes on-site in Minneapolis, the game’s host city. Using last year’s top searched Super Bowl terms, we hand-picked the best GIFs associated with every keyword and had our NFL athletes recreate them. GIForade launched the day before the Super Bowl. The entire library was natively added to the keyboards of every social media channel and messaging platform using GIPHY’s API. All assets were strategically tagged with over 2,000 organic and paid search terms. When users searched for a Super Bowl relevant keyword, GIForade GIFs were the top results, as well as having a constant presence in GIPHY’s trending feeds. CampaignDescription GIForade brought the Gatorade brand into millions of teen competitive athlete conversations by natively enhancing their Super Bowl experience. Gatorade produced hundreds of branded GIFs for commenting on the Super Bowl in real time. We recruited a team of elite GIF-makers (respected influencers from communities like GIPHY and Reddit) to remix NFL footage. We also filmed original reaction GIFs with the help of 8 elite NFL athletes, including Peyton and Eli Manning, JJ Watt and Todd Gurley. GIForade GIFs were created to align with the 50 most-searched Super Bowl terms so our library of GIFs could be used to comment on the Super Bowl in real time. Using GIPHY, GIForade was natively pushed to the keyboards of social media platforms like Twitter, Facebook and Instagram, as well as messaging platforms like iMessage, Messenger, WhatsApp and Slack.