Mountain Dew Gocap|短视频|广告营销案例【ADGuider广告指南】

山露 Gocap

案例简介：活动描述我们知道我们的观众捕捉到了他们史诗般的镜头，所以我们开始创造一种方式来结合他们的两种激情 -- 一种获得史诗般的技巧并拍摄下来与世界分享的快感。Mountain Dew GoCap。我们的想法将 Mountain Dew 从一旁移开，并将其付诸行动，将不起眼的瓶盖变成我们消费者捕捉其精彩内容的工具。GoCaps 可以用作手持相机手柄，作为坡道技巧的三脚架，或者作为冲浪中的浮动支架。山地露水不再仅仅是一个令人耳目一新的 CSD，它是所有动作运动爱好者必备的夏季配件。这样一个简单的想法清楚地传达了我们的品牌理念: 为了变得简单，你必须经历艰难。相关性如果没有庞大的全球预算和 CCA 主导这一类别，我们需要找到一种方法来创造真正的兴趣，并与观众产生共鸣的作品进行对话。这是一个机会，可以创建一个不依赖传统广告的活动，而是增加真正的价值,让我们创造一个值得谈论的产品。为此，我们把我们的产品放在消费者喜欢的核心 -- 行动运动。这是我们能做的最起码的事情，让露水和饮酒者比以往任何时候都更紧。战略由于预算有限，我们知道我们需要指出如何将产品推向消费者。我们需要在我们知道他们会倾听的时间和地点与我们的观众交谈。我们的观众不断创造个人内容，并在社交媒体上分享。这清楚地表明，我们也需要这样做。我们需要说他们的语言，用他们会联系的方式行动。我们还需要将这种新产品定位在消费者可以理解其用途和潜力的地方。通过与精选滑板零售商建立合作伙伴关系，不仅销售人员能够传达这种产品的效用，而且 GoCap 现在与所有其他动作运动必需品一起。结果 GoCap 为山露开辟了一个新的分销渠道。Mountain Dew 现在在全国三家领先的滑板零售商那里进货。传统上不储存任何饮料的商店，让我们的中心地带消费者在他们喜欢去的商店里更多地了解该品牌。多亏了为瓶盖生产的模具和工具，我们现在可以大规模生产，百事公司有兴趣为大洋洲地区生产。不仅仅是一顶帽子，GoCap 为我们的消费者增加了真正的价值，因为他们不再需要购买坐骑、三脚架,他们的 GoPro 的花车或任何配件。通过零售滑板商店和我们的社交渠道生产和分销的 700 顶帽子在不到 6 周内就消失了。我们跟不上需求。执行我们让我们的核心饮酒者参与了一次包装促销活动，这让他们有机会一起赢得 GoPro 和 GoCap。每天分发一包，超过 56 天，通过一个简单的文本来赢得进入机械师，我们引起了一些轰动。我们知道我们不能就此止步。我们通过在我们的社交渠道上创建和发布关于上限的信息来增加 GoCap 的炒作。我们制作了一个 GoCap GIF，在那里我们能够用我们的观众语言来展示产品功能和品牌理念。最后，通过我们的零售滑板商店，我们能够以前所未有的方式瞄准我们的观众。GoCap 给了我们进入零售商的许可，因为我们现在不仅仅是一种清爽的饮料，我们为观众提供了真正的价值和效用。概要我们知道我们的观众捕捉到了他们史诗般的镜头，所以我们开始创造一种方式来结合他们的两种激情 -- 一种获得史诗般的技巧并拍摄下来与世界分享的快感。Mountain Dew GoCap。我们的想法把 Mountain Dew 从一旁移开，并把它放在行动中，把不起眼的瓶盖变成我们消费者捕捉他们精彩内容的工具。GoCaps 可以用作手持相机手柄，作为坡道技巧的三脚架，或者作为冲浪中的浮动支架。山地露水不再仅仅是一个令人耳目一新的 CSD，它是所有动作运动爱好者必备的夏季配件。这样一个简单的想法清楚地传达了我们的品牌理念: 为了变得简单，你必须经历艰难。

山露 Gocap

案例简介：Campaign Description We knew our audience captured their epic footage, so we set about creating a way to combine two of their passions - the thrill of landing a epic trick and filming this to share with the world. Mountain Dew GoCap.Our idea took Mountain Dew off the sidelines and put it right into the action, by turning the humble bottle cap into a tool for our consumers to capture their awesome content. GoCaps can be used as a hand held camera grip, as a tripod for ramp tricks, or as a floating mount in the surf.Mountain Dew was no longer just a refreshing CSD, it was the must have accessory of summer for all action sport lovers. Such a simple idea that clearly communicated our brand philosophy: to get to easy, you have to go through hard. Relevancy Without a huge global budget and CCA dominating the category, we needed to identify a way to create genuine interest and conversation with work that resonates with our audience.This was an opportunity to create a campaign that didn’t rely on traditional ads, but instead added real value, allowing us to create a product that was worth talking about. To do so, we put our product right at the heart of what our consumers love - action sports. It’s literally the least we could do to make Mountain Dew and our drinkers tighter than ever. Strategy With a limited budget we knew we needed to be pointed in how we pushed our product out to our consumers. We needed to talk to our audience at times and places where we knew they would listen. Our audience are constantly creating personal content and sharing this out across social media. This made it clear that we needed to do that same. We needed to speak their language and act in a way that they would connect with.We also needed to position this new product at places where our consumers could understand the use and potential. By establishing partnerships with select skate retailers not only were sales staff able to communicate the utility of this product, but the GoCap was now alongside all other action sports essentials. Outcome The GoCap opened up a new distribution channel for Mountain Dew. Mountain Dew is now stocked at three leading skate retailers nationally. Stores that traditionally do not stock any beverages, giving more visibility to the brand with our heartland consumers in stores they love to go. Thanks to the mould and tool produced for the cap, we can now produce on scale, with interest from PepsiCo regionally to produce it for the Oceania region.More than just a cap, the GoCap adds real value to our consumers as they no longer need to purchase a mount, a tripod, a float or any accessories for their GoPro.The 700 caps produced and distributed through retail skate stores and our social channels, were gone in less than 6 weeks. We could not keep up with demand. Execution We engaged our core drinkers by running an on-pack promotion which gave them a chance to win a GoPro and a GoCap together. Giving away a pack a day, over 56 days, through a simple text to win entry mechanic, we caused a bit of buzz.We knew we couldn’t stop there. We increased the GoCap hype by creating and posting about the caps on our social channels. We produced a GoCap GIF, where we were able to speak our audiences language to demonstrate the product functionality and brand philosophy.Finally through our retail skate stores we were able to target our audience in a way which was never before possible. The GoCap gave us license to be in retailers as we were now more than just a refreshing beverage, we provided real value and utility to our audience. Synopsis We knew our audience captured their epic footage, so we set about creating a way to combine two of their passions - the thrill of landing a epic trick and filming this to share with the world. Mountain Dew GoCap.Our idea took Moutain Dew off the sidelines and put it right into the action, by turning the humble bottle cap into a tool for our consumers to capture their awesome content. GoCaps can be used as a hand held camera grip, as a tripod for ramp tricks, or as a floating mount in the surf.Mountain Dew was no longer just a refreshing CSD, it was the must have accessory of summer for all action sport lovers. Such a simple idea that clearly communicated our brand philosophy: to get to easy, you have to go through hard.