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        GIForade海报/平面,动图广告营销案例

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        吉福拉德

        案例简介：概要 在每个超级碗比赛结束时，获胜球队的教练都会得到一杯凉爽的佳得乐，这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交谈-但对话并不总是持续很长时间。对于第52届超级碗，我们不想与青少年运动员交谈，我们想让他们在整个比赛中交谈。 战略 使用智能手机，使用社交媒体和消息传递应用程序分享生活的青少年 (13-17) 的78%。超过一半的人在这些应用程序上花费3个小时，每天与朋友来回发送消息。对于超级碗52 (今年最大的运动时刻)，佳得乐 (Gatorade) 希望通过使用他们最喜欢的消息传递工具之一: gif来吸引他们的注意。通过Twitter，Facebook Messenger，Google键盘等平台上的本机键盘功能，GIForade将佳得乐品牌直接带入了超级碗对话。GIPHY每天提供25亿gif来3亿活跃用户。在创建了数百个品牌gif之后，佳得乐在比赛前一天在GIPHY上推出了它们。因此，对于每个超级碗动作，都有相应的GIForade反应。我们的精英NFL球员还使用我们的gif和推文链接到他们的反应库的链接，帮助将GIForade推向他们的追随者，以供球迷使用。 结果 仅在周日的超级碗比赛中，GIForade就获得了118万的观看次数-超过了实际比赛的电视广播观众 (103毫米)。这也是GIPHY上任何品牌有史以来最多的一天。这帮助佳得乐一夜之间进入了GIPHY的十大品牌。但是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420万次观看，其中79% 是有机获得的。NFL球员Travis Kelce，Todd Gurley和Deshaun Watson的推文吸引了潜在的200万球迷，并产生了大约2,000个有机参与。 执行 佳得乐 (Gatorade) 招募了一个由互联网著名的GIF制造商组成的团队 (来自GIPHY和Reddit等社区的受人尊敬的影响者)。并让他们接触到以前从未有过的东西: NFL镜头。他们重新混合了50多个gif，添加了动画，特殊效果和佳得乐品牌。我们还在比赛的主办城市明尼阿波利斯的NFL运动员的帮助下制作了200多个反应gif。使用去年搜索到的超级碗顶级术语，我们手工挑选了与每个关键字相关的最佳gif，并让我们的NFL运动员重新创建它们。GIForade在超级碗的前一天启动。使用GIPHY的API将整个库本机添加到每个社交媒体渠道和消息传递平台的键盘中。所有资产都有超过2,000个有机和付费搜索词的战略标签。当用户搜索与超级碗相关的关键字时，GIForade gif是最好的结果，并且在GIPHY的趋势提要中始终存在。 运动描述 GIForade通过本地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。佳得乐制作了数百个品牌gif，用于实时评论超级碗。我们招募了一支精英GIF制作团队 (来自GIPHY和Reddit等社区的受尊敬的影响者) 来混音NFL素材。我们还在8名NFL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 gif的创建是为了与50个搜索最多的超级碗术语保持一致。我们的gif库不仅可以用来评论超级碗，还可以用来评论日常生活中的事件，这使GIForade远远超出了游戏持续时间的激活范围。

        吉福拉德

        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. 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. Our library of GIFs could be used not just to comment on the Super Bowl, but on everyday life events, taking GIForade well beyond being just an activation limited to the duration of the game.

        GIForade

        案例简介：概要 在每个超级碗比赛结束时，获胜球队的教练都会得到一杯凉爽的佳得乐，这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交谈-但对话并不总是持续很长时间。对于第52届超级碗，我们不想与青少年运动员交谈，我们想让他们在整个比赛中交谈。 战略 使用智能手机，使用社交媒体和消息传递应用程序分享生活的青少年 (13-17) 的78%。超过一半的人在这些应用程序上花费3个小时，每天与朋友来回发送消息。对于超级碗52 (今年最大的运动时刻)，佳得乐 (Gatorade) 希望通过使用他们最喜欢的消息传递工具之一: gif来吸引他们的注意。通过Twitter，Facebook Messenger，Google键盘等平台上的本机键盘功能，GIForade将佳得乐品牌直接带入了超级碗对话。GIPHY每天提供25亿gif来3亿活跃用户。在创建了数百个品牌gif之后，佳得乐在比赛前一天在GIPHY上推出了它们。因此，对于每个超级碗动作，都有相应的GIForade反应。我们的精英NFL球员还使用我们的gif和推文链接到他们的反应库的链接，帮助将GIForade推向他们的追随者，以供球迷使用。 结果 仅在周日的超级碗比赛中，GIForade就获得了118万的观看次数-超过了实际比赛的电视广播观众 (103毫米)。这也是GIPHY上任何品牌有史以来最多的一天。这帮助佳得乐一夜之间进入了GIPHY的十大品牌。但是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420万次观看，其中79% 是有机获得的。NFL球员Travis Kelce，Todd Gurley和Deshaun Watson的推文吸引了潜在的200万球迷，并产生了大约2,000个有机参与。 执行 佳得乐 (Gatorade) 招募了一个由互联网著名的GIF制造商组成的团队 (来自GIPHY和Reddit等社区的受人尊敬的影响者)。并让他们接触到以前从未有过的东西: NFL镜头。他们重新混合了50多个gif，添加了动画，特殊效果和佳得乐品牌。我们还在比赛的主办城市明尼阿波利斯的NFL运动员的帮助下制作了200多个反应gif。使用去年搜索到的超级碗顶级术语，我们手工挑选了与每个关键字相关的最佳gif，并让我们的NFL运动员重新创建它们。GIForade在超级碗的前一天启动。使用GIPHY的API将整个库本机添加到每个社交媒体渠道和消息传递平台的键盘中。所有资产都有超过2,000个有机和付费搜索词的战略标签。当用户搜索与超级碗相关的关键字时，GIForade gif是最好的结果，并且在GIPHY的趋势提要中始终存在。 运动描述 GIForade通过本地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。佳得乐制作了数百个品牌gif，用于实时评论超级碗。我们招募了一支精英GIF制作团队 (来自GIPHY和Reddit等社区的受尊敬的影响者) 来混音NFL素材。我们还在8名NFL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 gif的创建是为了与50个搜索最多的超级碗术语保持一致。我们的gif库不仅可以用来评论超级碗，还可以用来评论日常生活中的事件，这使GIForade远远超出了游戏持续时间的激活范围。

        GIForade

        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. 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. Our library of GIFs could be used not just to comment on the Super Bowl, but on everyday life events, taking GIForade well beyond being just an activation limited to the duration of the game.

        吉福拉德

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        GIForade

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        广告公司： VML (美国 Kansas City) 制作公司： GIPHY

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