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像迈克一样
案例简介：执行 为了重现标志性的 1991 “像迈克一样” 点，我们花了六周时间捕捉内容。首先，我们在 nba全明星周末为高中运动员举办了一个现场活动，他们走进乔丹的鞋子，重新展示了他最具标志性的投篮时刻。接下来，我们转向社交媒体，打电话给粉丝，向我们展示像迈克这样的人意味着什么。很快，像乌塞恩 · 博尔特和米娅 · 哈姆这样的整整一代青少年和职业运动员分享了自己像迈克一样的图像和视频。证明了 23 年后，乔丹仍然是所有人的灵感来源。 结果 这部现场活动电影在一天内获得了 120万次观看，并引发了 460万次社交媒体印象。超过 51,000 张图片和视频被分享，# BeLikeMike 提到的 47% 还包括 “佳得乐”，证明了品牌和消费者之间的有机联系。总共有 8,674,088 多个竞选视频浏览量，仅在第一天就达到了 120万次。佳得乐和迈克尔·乔丹之间的联系得到了巩固。23 年后，世界看到他的传奇仍然存在于我们所有人身上。 战略 为了庆祝它成立 50 周年，佳得乐想向它的第一位运动员代言人迈克尔 · 乔丹致敬。但问题是，他在今天的青少年出生之前就已经开始打球了。我们必须让他们不仅关心他，还想 “像” 他。我们的想法始于一个现场活动，让青少年看到、感受和理解迈克尔·乔丹的传奇。接下来是为期六周的社交媒体激活，每个人都被要求使用 # BeLikeMike 发布他们的 MJ 移动。最好的内容被用来重拍 1991年的佳得乐标志性的 “像迈克一样” 广告。
像迈克一样
案例简介：Execution To recreate the iconic 1991 “Be Like Mike” spot, we spent six weeks capturing content. First, we held a live event for high school athletes during NBA All-Star Weekend, where they stepped into Jordan’s shoes and re-enacted his most iconic shot-making moments. Next, we turned to social media and called fans to show us what it means to be like Mike. Soon an entire generation of teen and professional athletes like Usain Bolt and Mia Hamm were sharing images and videos of themselves being like mike. Proving that 23 years later, Jordan still serves as an inspiration to all. Outcome The live event film reached 1.2 million views and initiated 4.6 million social media impressions in a single day. More than 51,000 images and videos were shared and 47% of all #BeLikeMike mentions also included “Gatorade,” proving an organic connection between the brand and the consumer.In total, there were more than 8,674,088 campaign video views, with the remake reaching 1.2 million views on the first day alone. The association between Gatorade and Michael Jordan was cemented. And 23 years later, the world saw that his legend still lives in all of us. Strategy In celebration of its 50th Anniversary, Gatorade wanted to pay homage to its first athlete endorser, Michael Jordan. But the problem was that he played before today’s teens were even born. We had to get them to not only care about him, but also want to “be like” him.Our idea began with a live event to get teens to see, feel and understand the legend of Michael Jordan. A six-week social media activation followed, where everyone was asked to post their MJ moves using #BeLikeMike. The best content was used to remake Gatorade’s iconic “Be Like Mike” commercial from 1991.
Be Like Mike
案例简介：执行 为了重现标志性的 1991 “像迈克一样” 点，我们花了六周时间捕捉内容。首先，我们在 nba全明星周末为高中运动员举办了一个现场活动，他们走进乔丹的鞋子，重新展示了他最具标志性的投篮时刻。接下来，我们转向社交媒体，打电话给粉丝，向我们展示像迈克这样的人意味着什么。很快，像乌塞恩 · 博尔特和米娅 · 哈姆这样的整整一代青少年和职业运动员分享了自己像迈克一样的图像和视频。证明了 23 年后，乔丹仍然是所有人的灵感来源。 结果 这部现场活动电影在一天内获得了 120万次观看，并引发了 460万次社交媒体印象。超过 51,000 张图片和视频被分享，# BeLikeMike 提到的 47% 还包括 “佳得乐”，证明了品牌和消费者之间的有机联系。总共有 8,674,088 多个竞选视频浏览量，仅在第一天就达到了 120万次。佳得乐和迈克尔·乔丹之间的联系得到了巩固。23 年后，世界看到他的传奇仍然存在于我们所有人身上。 战略 为了庆祝它成立 50 周年，佳得乐想向它的第一位运动员代言人迈克尔 · 乔丹致敬。但问题是，他在今天的青少年出生之前就已经开始打球了。我们必须让他们不仅关心他，还想 “像” 他。我们的想法始于一个现场活动，让青少年看到、感受和理解迈克尔·乔丹的传奇。接下来是为期六周的社交媒体激活，每个人都被要求使用 # BeLikeMike 发布他们的 MJ 移动。最好的内容被用来重拍 1991年的佳得乐标志性的 “像迈克一样” 广告。
Be Like Mike
案例简介：Execution To recreate the iconic 1991 “Be Like Mike” spot, we spent six weeks capturing content. First, we held a live event for high school athletes during NBA All-Star Weekend, where they stepped into Jordan’s shoes and re-enacted his most iconic shot-making moments. Next, we turned to social media and called fans to show us what it means to be like Mike. Soon an entire generation of teen and professional athletes like Usain Bolt and Mia Hamm were sharing images and videos of themselves being like mike. Proving that 23 years later, Jordan still serves as an inspiration to all. Outcome The live event film reached 1.2 million views and initiated 4.6 million social media impressions in a single day. More than 51,000 images and videos were shared and 47% of all #BeLikeMike mentions also included “Gatorade,” proving an organic connection between the brand and the consumer.In total, there were more than 8,674,088 campaign video views, with the remake reaching 1.2 million views on the first day alone. The association between Gatorade and Michael Jordan was cemented. And 23 years later, the world saw that his legend still lives in all of us. Strategy In celebration of its 50th Anniversary, Gatorade wanted to pay homage to its first athlete endorser, Michael Jordan. But the problem was that he played before today’s teens were even born. We had to get them to not only care about him, but also want to “be like” him.Our idea began with a live event to get teens to see, feel and understand the legend of Michael Jordan. A six-week social media activation followed, where everyone was asked to post their MJ moves using #BeLikeMike. The best content was used to remake Gatorade’s iconic “Be Like Mike” commercial from 1991.
像迈克一样
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Be Like Mike
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