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
偷偷摸摸的偷看
案例简介：大纲 我们的任务是在英国广播公司第二台推广第四集 Peaky Blinders。营销目标是: 1) 向 16-44 重申 BBC Two 是 Peaky Blinders (不是 Netflix) 的原始家园 2) 将综合观看数字增加到 400万，使其成为一个狂热的追随者 3) 让伯明翰再次爱上他们当地的英雄(之前的系列看到了中部地区的不满，因为情节偏离了原始背景) 4) 在 16-44 年代中改善对英国广播公司戏剧的看法 5) 增加女性观众的数量 策略 基于消费者研究，我们知道我们的观众喜欢排他性的感觉，并沉浸在节目的世界里。策略是在当地 (伯明翰) 做大，既巩固节目在中心地带的地位，又在全国其他地方创造 FOMO。我们知道我们的观众喜欢脸书和推特，所以优先考虑这两个社交平台，把信息放大到全国的四个角落。在英国广播公司的一系列创新第一中，我们小心翼翼地交错了竞选的不同阶段。 结果 -Sneaky Peak Live 的门票应用程序: 230x 容量-BBC 最受欢迎的电影院: 620k 视图-Ep 1 前 2 分钟的独家发布: 2.2m views - Influencer Sneaky Peaks: 2.9m views-第一集 trended #1 on Google，Twitter，Facebook.-唯一值得关注的戏剧是 Twitter 上的十大英国节目-发布线索是 BBC 有史以来最病毒式的: 1500万次在线观看-Twitter 和 Facebook 上的视频总浏览量: 30百万-重新平衡系列性别分裂: 53% 男性/47% 女性-Peaky Blinders 有史以来最大的观众: 6.5m-英国广播公司有史以来最成功的戏剧活动-英国最成功的戏剧活动 2017年 执行 在伯明翰-阿斯顿维拉德比期间，该节目的创作者向 45,000 名粉丝宣布了一条消息 -- 偷偷摸摸的山顶 1，重现了伯明翰标志性的加里森酒馆。英国广播公司的第一次身临其境的体验，它使当地粉丝能够探索 Peaky Blinders 的世界，并与整个演员见面。全国各地的粉丝通过两个脸书生活参与和互动。我们的第二个偷偷摸摸的高峰首次亮相发射径在线。偷偷摸摸的高峰 3 是另一个第一-第一集前 2 分钟的独家发行。第四个偷偷摸摸的高峰是一系列电影，戏弄第四集的新角色。最后一批偷偷摸摸的山峰是每集之后录制和放映的社交电影。拥有 2500万多名社交粉丝的著名粉丝和影响者可以观看这些剧集。他们回复了他们最喜欢的社会评论，并从下一集分享了他们自己的个人偷偷摸摸的高峰。 活动描述 我们创造了偷偷摸摸的山峰。竞选的想法是提供独特的独家窥视 Peaky Blinders 的世界。在 8 周的时间里，我们在不同的阶段，在不同的媒体上创作和发布了创造性的内容，这些内容将推动我们观众的预期和谈话能力。把它想象成一个适用于现代媒体规则和可能性的好的旧奖励忠诚计划。
偷偷摸摸的偷看
案例简介：Synopsis We were tasked with promoting the 4th series of Peaky Blinders on BBC Two. The marketing objectives were: 1) Reaffirm to 16-44s that BBC Two is the original home of Peaky Blinders (not Netflix) 2) Increase consolidated viewing figures to 4 million by making it a cult following 3) Make Birmingham fall in love again with their local heroes (the previous series saw disaffection from the Midlands as the plot moved away from the original setting) 4) Improve perceptions of BBC Drama among 16-44s 5) Increase the amount of female viewers Strategy Based on consumer research, we knew that our audience love the sense of exclusivity and immersing themselves in the world of shows. The strategy was to go big locally (Birmingham) to both solidify the show’s standing in its heartland, and create FOMO elsewhere around the country. We know our audience favour Facebook and Twitter so prioritised these two social platforms to amplify the message to the four corners of the country. We carefully staggered the different stages of the campaign, in a series of innovative firsts for the BBC. Outcome - Ticket applications for Sneaky Peak Live: 230x capacity - The BBC’s most popular cinemagraphs: 620k views - Exclusive release of the first 2 minutes of Ep 1: 2.2m views - Influencer Sneaky Peaks: 2.9m views - Episode 1 trended #1 on Google, Twitter, Facebook. - The only drama to feature is the top 10 UK programmes on Twitter - The launch trail is the BBC’s most viral ever: 15 million views online - Total video views across Twitter and Facebook: 30 million - Rebalanced the series gender split: 53% male / 47% female - Largest audience for Peaky Blinders ever: 6.5m - The BBC’s most successful drama campaign ever - The UK’s most successful drama campaign of 2017 Execution A message from the show’s creator during the Birmingham-Aston Villa derby announced to 45,000 fans - Sneaky Peak 1, recreating the iconic Garrison Tavern in Birmingham. The BBC’s first immersive experience, it enabled local fans to explore the world of Peaky Blinders and meet the entire cast. Fans around the country engaged and interacted via two Facebook Lives. Our second Sneaky Peak premiered the launch trail online. Sneaky Peak 3 was another first - the exclusive release of the first 2 minutes of the episode 1. The fourth Sneaky Peak was a series cinemagraphs, teasing new characters from series 4. Finally the last batch of Sneaky Peaks were social films recorded and shown after each episode. Famous fans and influencers, with over 25 million social followers, were given access to the episodes. They replied to their favourite social comments and shared their own personal Sneaky Peak from the next episode. CampaignDescription We created Sneaky Peak. The campaign idea is to offer unique and exclusive peeks into the world of Peaky Blinders. Over 8 weeks, we created and released at different stages, and across different media, creative content that would drive anticipation and talk-ability among our audience. Think of it like a good old reward loyalty scheme applied to the rules and possibilities of modern-day media.
Sneaky Peek
案例简介：大纲 我们的任务是在英国广播公司第二台推广第四集 Peaky Blinders。营销目标是: 1) 向 16-44 重申 BBC Two 是 Peaky Blinders (不是 Netflix) 的原始家园 2) 将综合观看数字增加到 400万，使其成为一个狂热的追随者 3) 让伯明翰再次爱上他们当地的英雄(之前的系列看到了中部地区的不满，因为情节偏离了原始背景) 4) 在 16-44 年代中改善对英国广播公司戏剧的看法 5) 增加女性观众的数量 策略 基于消费者研究，我们知道我们的观众喜欢排他性的感觉，并沉浸在节目的世界里。策略是在当地 (伯明翰) 做大，既巩固节目在中心地带的地位，又在全国其他地方创造 FOMO。我们知道我们的观众喜欢脸书和推特，所以优先考虑这两个社交平台，把信息放大到全国的四个角落。在英国广播公司的一系列创新第一中，我们小心翼翼地交错了竞选的不同阶段。 结果 -Sneaky Peak Live 的门票应用程序: 230x 容量-BBC 最受欢迎的电影院: 620k 视图-Ep 1 前 2 分钟的独家发布: 2.2m views - Influencer Sneaky Peaks: 2.9m views-第一集 trended #1 on Google，Twitter，Facebook.-唯一值得关注的戏剧是 Twitter 上的十大英国节目-发布线索是 BBC 有史以来最病毒式的: 1500万次在线观看-Twitter 和 Facebook 上的视频总浏览量: 30百万-重新平衡系列性别分裂: 53% 男性/47% 女性-Peaky Blinders 有史以来最大的观众: 6.5m-英国广播公司有史以来最成功的戏剧活动-英国最成功的戏剧活动 2017年 执行 在伯明翰-阿斯顿维拉德比期间，该节目的创作者向 45,000 名粉丝宣布了一条消息 -- 偷偷摸摸的山顶 1，重现了伯明翰标志性的加里森酒馆。英国广播公司的第一次身临其境的体验，它使当地粉丝能够探索 Peaky Blinders 的世界，并与整个演员见面。全国各地的粉丝通过两个脸书生活参与和互动。我们的第二个偷偷摸摸的高峰首次亮相发射径在线。偷偷摸摸的高峰 3 是另一个第一-第一集前 2 分钟的独家发行。第四个偷偷摸摸的高峰是一系列电影，戏弄第四集的新角色。最后一批偷偷摸摸的山峰是每集之后录制和放映的社交电影。拥有 2500万多名社交粉丝的著名粉丝和影响者可以观看这些剧集。他们回复了他们最喜欢的社会评论，并从下一集分享了他们自己的个人偷偷摸摸的高峰。 活动描述 我们创造了偷偷摸摸的山峰。竞选的想法是提供独特的独家窥视 Peaky Blinders 的世界。在 8 周的时间里，我们在不同的阶段，在不同的媒体上创作和发布了创造性的内容，这些内容将推动我们观众的预期和谈话能力。把它想象成一个适用于现代媒体规则和可能性的好的旧奖励忠诚计划。
Sneaky Peek
案例简介：Synopsis We were tasked with promoting the 4th series of Peaky Blinders on BBC Two. The marketing objectives were: 1) Reaffirm to 16-44s that BBC Two is the original home of Peaky Blinders (not Netflix) 2) Increase consolidated viewing figures to 4 million by making it a cult following 3) Make Birmingham fall in love again with their local heroes (the previous series saw disaffection from the Midlands as the plot moved away from the original setting) 4) Improve perceptions of BBC Drama among 16-44s 5) Increase the amount of female viewers Strategy Based on consumer research, we knew that our audience love the sense of exclusivity and immersing themselves in the world of shows. The strategy was to go big locally (Birmingham) to both solidify the show’s standing in its heartland, and create FOMO elsewhere around the country. We know our audience favour Facebook and Twitter so prioritised these two social platforms to amplify the message to the four corners of the country. We carefully staggered the different stages of the campaign, in a series of innovative firsts for the BBC. Outcome - Ticket applications for Sneaky Peak Live: 230x capacity - The BBC’s most popular cinemagraphs: 620k views - Exclusive release of the first 2 minutes of Ep 1: 2.2m views - Influencer Sneaky Peaks: 2.9m views - Episode 1 trended #1 on Google, Twitter, Facebook. - The only drama to feature is the top 10 UK programmes on Twitter - The launch trail is the BBC’s most viral ever: 15 million views online - Total video views across Twitter and Facebook: 30 million - Rebalanced the series gender split: 53% male / 47% female - Largest audience for Peaky Blinders ever: 6.5m - The BBC’s most successful drama campaign ever - The UK’s most successful drama campaign of 2017 Execution A message from the show’s creator during the Birmingham-Aston Villa derby announced to 45,000 fans - Sneaky Peak 1, recreating the iconic Garrison Tavern in Birmingham. The BBC’s first immersive experience, it enabled local fans to explore the world of Peaky Blinders and meet the entire cast. Fans around the country engaged and interacted via two Facebook Lives. Our second Sneaky Peak premiered the launch trail online. Sneaky Peak 3 was another first - the exclusive release of the first 2 minutes of the episode 1. The fourth Sneaky Peak was a series cinemagraphs, teasing new characters from series 4. Finally the last batch of Sneaky Peaks were social films recorded and shown after each episode. Famous fans and influencers, with over 25 million social followers, were given access to the episodes. They replied to their favourite social comments and shared their own personal Sneaky Peak from the next episode. CampaignDescription We created Sneaky Peak. The campaign idea is to offer unique and exclusive peeks into the world of Peaky Blinders. Over 8 weeks, we created and released at different stages, and across different media, creative content that would drive anticipation and talk-ability among our audience. Think of it like a good old reward loyalty scheme applied to the rules and possibilities of modern-day media.
偷偷摸摸的偷看
暂无简介
Sneaky Peek
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
