RUMBLE ON THE RAILS|短视频|广告营销案例【ADGuider广告指南】

铁轨上的隆隆声

案例简介：描述活动/条目: 当国际奥委会投票决定放弃奥运会的摔跤比赛时，它摧毁了一个像奥运会一样古老的运动。面对不确定的未来，一群摔跤领袖被称为奥林匹克摔跤保护委员会在不到七个月的 2013年9月国际奥委会 125 届会议的最终投票前，要求该机构帮助改变委员会的想法。当创意团队准备去垫子上摔跤时，我们发现国际奥委会有道理。摔跤现在正在与棒球、垒球和攀岩争夺奥运会的一席之地，这项古老的运动与现代世界脱节。虽然它在世界各地都有热情的粉丝，但他们并没有很好的联系。摔跤几乎没有社交媒体的存在，几乎没有引起媒体的关注。但是我们很快意识到这项运动有着跨越界限的巨大力量。当我们通过社交媒体将全球摔跤社区联系在一起时，我们发现了俄罗斯和伊朗的主要据点。这给了我们上演政治权力戏剧的平台。在联合国的新闻发布会上，我们帮助策划了一场前所未有的俄罗斯、伊朗和美国之间的摔跤比赛，比赛在纽约中央车站举行，由美国全国广播公司体育频道播出, “铁轨上的隆隆声” 直接解决了国际政治紧张局势和摔跤超越这些紧张局势的独特能力。奥运会宣誓要纪念的事情。国际奥委会同意了。摔跤在奥运会上恢复了。这项运动比以往任何时候都更加强大。描述客户的简报: 恢复一个古老的运动目标是明确的，如果不是简单的: 说服国际奥委会恢复摔跤奥运会。但竞选还有其他问题需要解决。为了让国际奥委会相信摔跤是值得拯救的，这项运动需要采取立场。一个多元化的全球社会必须围绕一个共同的目标聚集在一起。摔跤不能仅仅指向它传奇的过去，它需要与时俱进。我们的工作是让摔跤在媒体驱动的世界中竞争。结果: 回到游戏中。比以往任何时候都更强大。 2013年9月8日，国际奥委会投票将摔跤重新纳入奥运会，投票票数超过了接下来三个项目的总和。这场运动取得了最终的成功。但它也给摔跤提供了在未来几年会有回报的支持。摔跤现在在脸谱网 “喜欢” 和推特粉丝中的所有美国国家管理机构中分别排名第四和第五。 2,000 多个媒体投放，包括《华尔街日报》、《纽约时报》、《体育画报》、《 ESPN 》、《综艺》、《半岛电视台》、 BBC 、 Univision 、法新社、 NHK 日本广播、 RIA Novosti 和伊朗国家电视台。 “如果国际奥委会需要更多的证据，这里有一个建议: 看看五月中旬纽约市的照片，当时来自美国的摔跤社区, 俄罗斯和伊朗联合起来呼吁拯救这项运动。目前地球上可能没有其他原因可以做到这一点。“-吉姆 · 利特克，美联社执行: 准备好隆隆声竞选活动必须迅速发展。我们在 Air series 上招募了一个 Google + Hangout，与来自 90 个不同国家的 12,000 名摔跤支持者分享每周的更新。我们的 # TakeAStance 标签发布了 1,000 多张摔跤手的照片，展示了他们在全球标志性地点的格斗姿态。我们招募了前摔跤手和现任名人马克 · 鲁弗洛、比利 · 鲍德温和马里奥 · 洛佩兹作为代言人。然后我们去拿下来。“铁轨上的隆隆声” 吹嘘俄罗斯、伊朗和美国之间前所未有的抢夺比赛美国, 在纽约中央车站上演，在全国广播公司体育频道播出，并通过 YouTube 传播到世界各地数百万人。为了确保没有人错过象征性的影响，我们在联合国举行了全球媒体新闻发布会，邀请了来自国际摔跤管理机构的官员和美国队, 伊朗和俄罗斯摔跤手和精心挑选的国际政要。情况: 在为伯爵摔跤吗？ 2013年2月，国际奥委会执行委员会投票决定将摔跤从奥运会中剔除。在这一决定后不久，一群摔跤领袖、利益相关者和球迷成立了，他们被称为奥林匹克摔跤保护委员会 (CPOW)，以帮助扭转国际奥委会的决定。CPOW 与美国摔跤和国际摔跤的管理机构 FILA 联手，并联系了该机构，帮助建立一个全面的公共关系，有一个明确的目标: 拯救奥运摔跤。截止日期是 2013年9月8日在阿根廷布宜诺斯艾利斯举行的国际奥委会 125 届会议的最后一场投票，时间不到七个月。战略: 转向对手成为盟友该机构开始证明国际奥委会将摔跤从奥运会中剔除是错误的。但我们也想向国际奥委会证明他们是对的: 摔跤需要认真提高比赛水平。我们将使用社交媒体团结一个充满激情但相互脱节的国际粉丝群，招募名人摔跤粉丝来提高这项运动的知名度，并针对三个关键群体进行媒体宣传: 国际奥委会每天阅读的国际媒体 -- 全球体育界受人尊敬的影响者,还有数百万年轻的摔跤手，如果这个决定成立，他们将无法追求奥运梦想。但我们仍然需要打破摔跤的光环。在确定了俄罗斯、美国和伊朗的摔跤据点后，该机构看到了一个戏剧性的机会。处于现代全球紧张局势中心的三个国家在一项运动上达成一致。奥运会宣誓要纪念的事情。

铁轨上的隆隆声

案例简介：Describe the campaign/entry: When the International Olympic Committee voted to drop wrestling from the Olympic Games, it devastated a sport as old as the Olympics itself. Facing an uncertain future, a group of wrestling leaders known as the Committee for the Preservation of Olympic Wrestling (CPOW) asked the agency for help changing the committee’s mind before the final vote at the 125th IOC Session in September 2013, less than seven months away. As the creative team prepared to go to the mat for wrestling, we discovered that the IOC had a point. Wrestling was now competing with baseball, softball and rock climbing for a spot in the Olympics, and the ancient sport was out of touch with the modern world. While it had passionate fans around the globe, they weren't well connected. Wrestling had almost no social media presence and drew little media attention at all. But we quickly recognized that the sport had a tremendous power to cross boundaries. As we pulled the global wrestling community together via social media, we found major strongholds in Russia and Iran. That gave us the platform to stage a political power play. Launched with a press conference at the United Nations, we helped engineer an unprecedented wrestling match between Russia, Iran and the U.S. Held at New York’s Grand Central Terminal and broadcast by NBC Sports, “Rumble on the Rails” directly addressed international political tensions and wrestling’s unique ability to transcend them. The very thing the Olympics are sworn to honour. The IOC agreed. Wrestling was reinstated in the Olympics. And the sport emerged stronger than ever. Describe the brief from the client: Get an ancient sport back in shape The goal was clear if not simple: convince the IOC to reinstate wrestling to the Olympic Games. But there were other issues for the campaign to address. In order to convince the IOC that wrestling was worth saving, the sport needed to take a stance. A diverse global community had to be brought together around a common goal. Wrestling couldn't merely point to its storied past, it needed to change with the times. Our job was to get wrestling in shape to compete in a media-driven world. Results: Back in the Games. Stronger than ever. On September 8, 2013, the IOC voted wrestling back into the Olympic Games, with more votes than the next three sports combined. The campaign had met its ultimate measure of success. But it also gave wrestling the kind of support that will pay off for years to come. • Wrestling now ranks 4th and 5th among all U.S. national governing bodies in Facebook ”likes” and Twitter followers respectively. • 2,000+ media placements including Wall Street Journal, New York Times, Sports Illustrated, ESPN, Variety, Al Jazeera, BBC, Univision, Agence France Press, NHK Japan Broadcasting, RIA Novosti and Iranian National TV. • “If the IOC needs more proof, here's a suggestion: Check out the photo op from New York City in mid-May, when the wrestling communities from the United States, Russia and Iran united in a combined appeal to save the sport. There's likely not another cause on the planet at the moment that could do that.” – Jim Litke, Associated Press Execution: Get ready to Rumble The campaign had to grow quickly. We enlisted a Google+ Hangout On Air series to share weekly updates with 12,000 wrestling supporters from 90 different countries. Our #TakeAStance hashtag distributed over 1,000 photos of wrestlers demonstrating their grappling stance in iconic global locations. We recruited former wrestlers and current celebrities Mark Ruffalo, Billy Baldwin and Mario Lopez as spokesmen. Then we went for the take down. “Rumble on the Rails” boasted an unprecedented wresting match between Russia, Iran and the U.S., staged in New York’s Grand Central Station, broadcast on NBC Sports and spread to millions more around the world via YouTube. Just to make sure no one missed the symbolic implications, we held our global media press conference at the United Nations, featuring officials from international wrestling governing bodies along with Team USA, Iran and Russia wrestlers and carefully selected international dignitaries. The Situation: Was wrestling down for the count? In February 2013, the executive board of the International Olympic Committee (IOC) voted to eliminate wrestling from the Olympic Games. Shortly after the decision, a group of wrestling leaders, stakeholders and fans known as the Committee for the Preservation of Olympic Wrestling (CPOW) was formed to help reverse the IOC’s decision. CPOW joined forces with USA Wrestling and international wrestling’s governing body, FILA and contacted the agency to help build a comprehensive public relations effort with one clear goal: Save Olympic Wrestling. The deadline was the final vote at the 125th IOC Session in Buenos Aires, Argentina on September 8, 2013, less than seven months away. The Strategy: Turn adversaries into allies The agency set out to prove the IOC was wrong to eliminate wrestling from the Olympic Games. But we also wanted to show the IOC they were right: wrestling needed to seriously up its game. We would unite a passionate but disconnected international fan base using social media, recruit celebrity wrestling fans to raise the sport’s profile, and target three key groups of people for media outreach: respected influencers in the global sporting community, the international media that the IOC read on a daily basis, and the millions of young wrestlers who would not be able to pursue Olympic dreams if the decision stood. But we still needed to break wrestling out of its ring. Having identified wrestling strongholds in Russia, the U.S. and Iran, the agency saw a dramatic opportunity. Three nations at the centre of modern global tensions united in agreement on a sport. The very thing the Olympics are sworn to honour.