Code Name:Uri|微电影|广告营销案例【ADGuider广告指南】

代号: Uri

案例简介：为什么这项工作与公关相关？印度电影业每年发行2000部电影。在如此混乱的市场中，以有限的预算宣传电影变得极为困难。因此，我们通过做一些没有电影敢在网上泄露的事情打破了互联网! 嗯，下载电影前每个人都是这么想的。下载后，用户感到震惊。下载的电影是假的。我们为我们的电影创造了价值150万美元的有机公关，导致了社会、经济、政治和法律的变化。引起的嗡嗡声导致了全国各地的重要改革。对《海盗法》进行了修订。背景情况: 宝莱坞每年都会蒙受约20亿美元的损失，2018也没有什么不同。几部电影在发行的头几天就在网上泄露了 (主要是通过洪流)。印度政府试图禁止和封锁这些洪流网站，但由于这些网站不在印度托管，人们发现了不同的访问方式。目标: 我们的电影《乌里: 手术罢工》是第一部主要的2019电影。在上映之前，我们担心我们的电影会同样死去。对于一部没有大演员的小电影，我们不能让我们的电影泄露。因此，我们必须找到一种方法来保护我们的电影，并重新点燃关于在一个每年生产超过2000部电影的国家制定强有力的反盗版法律的话题。简介: 找到一种保护URI的方法: 外科手术打击可能的海盗。另外，发起关于盗版的对话。描述创意 (投票20%) 我们与电影中的演员一起拍摄了一段视频，通过放置真实的证书，真实的发行商，文件夹中包含电影的真实屏幕截图，将其伪装成真实的电影。视频被循环播放为电影2小时18分钟的运行时间。在发行当天 (通常是电影的第一张印刷被泄露时)，假电影被上传到各个激流网站。它的种子是为了让我们的电影保持在洪流搜索的顶端。但是，当人们下载电影时，演员们打破了第四堵墙，直接与观众交谈并向他们拖曳，敦促他们仅在剧院观看电影。描述公关策略 (投票30%) 我们的TG主要是电影迷。宁愿先看一部电影也不愿看得对的人。因此，在电影上映的当天，我们默默地将电影上传，等待下载分享。然后，我们播发了有关泄漏的推文，以便更多的人下载，新闻被接收。Vicky和Yami (在社交媒体上拥有数百万追随者的电影演员) 表示失望。但是，当试图下载电影的人被吸引时，分享了他们的想法。当乌里 (Uri: 外科手术罢工) 对洪流进行了秘密罢工时，人们开始分享这一消息。它变得病毒过多。人们开始标记总理办公室和新闻部。7天后，印度总理谈到了这个问题。 22日，印度政府修改了已有67年历史的电影摄影法。描述PR执行 (投票20%) 在我们泄露这部电影的几个小时后，我们在社交媒体上植入了一些关于泄露的故事。 CAT-C影响者被用来传播泄漏的消息。电影的演员-Yami Gautam和Vicky Kaushal (拥有数百万关注者) 在推特上转发/分享了这些帖子。从而接触到更广泛的受众。在电影宣传期间，演员的一举一动都会通过娱乐渠道和出版物成为故事。我们利用了这一点，一旦演员们分享了关于泄密的故事，它就被所有主要出版商选中了。下载速度激增，越来越多的人成为猎物，因为消息的音调有趣而聪明，几乎所有下载假电影的人都在社交媒体上分享了它，这进一步增加了我们的印象。在短短5天内，每个主要出版物都涵盖了该活动。列出结果 (投票30%)，必须至少包括以下两个层: 第1层: 媒体输出: 我们对非法下载者进行了跟踪，印度很喜欢它。每个主要的出版物和内容中心都开始报道它。(Mashable，FirstPost，印度斯坦时报，印度时报，格言，印度竞选，印度快报等) 300多家出版物报道了这个故事。该活动产生了价值近150.3万美元的免费PR。利用演员的社交媒体影响力，以及我们在印度总理的主题演讲中获得的报道。接触到大约2000万人，产生了10000万的印象和超过730k的对话。第2层: 发布我们的竞选活动由我们的受害者带头进行的全国对话开始了关于海盗问题以及迫切需要一项强有力的法律来打击海盗的问题。下载电影并去t的人的故事热火体验电影浮出水面。 Google对Uri的搜索增长了近300%。常规的torrent下载程序对下载Uri文件产生了恐惧。总理注意到了这一问题，并承诺制定更强有力的法律。在短短22天内，内阁修改了一项已有67年历史的法律。第3层: 上映后，这部电影成为了一部轰动一时的大片。这部电影在第一周就收集了1400万美元，在随后的几周里生意很大。(Uri保持最高第23天和第24天收集的记录)

代号: Uri

案例简介：Why is this work relevant for PR? Indian film industry releases 2000 movies every year. It becomes extremely difficult to promote a movie on a shoestring budget in such a cluttered market. Therefore, we broke the internet by doing something no film would even dare - Leaking it online! Well, that’s what everyone thought before downloading the film. After downloading, the users were left shocked. The downloaded movie was fake. We generated organic PR worth 1.5 million dollars for our film that lead to a social, economic, political & legal change. The buzz generated lead to important reform all across the country. The piracy law was amended. Background Situation: Every year Bollywood incurs a loss of around $2 Billion, 2018 was no different. Several films were leaked online (primarily through torrents) in the first few days of their release. The Government of India tried banning and blocking these torrent sites, but as these sites are not hosted in India, people found different ways to access it. Objectives: Our film, Uri: The Surgical Strike, was the first major 2019 film. Before the release, we feared that our film will die the same death. For a small film with no big actors, we couldn’t afford to let our film leaked. Therefore, we had to find a way to protect our film and re-ignite the conversation about a strong anti-piracy law in a country that produces more than 2000 films a year. Brief: Find a way to protect URI: The Surgical Strike from would-be pirates. Also, initiate a conversation about piracy. Describe the creative idea (20% of vote) We shot a video with the actors from the movie, disguised it to look like a real movie by putting a real certificate, real distributors, the folder contained real screenshots from the movie. The video was looped to be exactly the movie’s runtime of 2h 18 mins. On the day of the release (usually when the first print of the movie is leaked), the fake movie was uploaded on various torrents sites. It was seeded to keep our movie at the top of the torrent search. But when people downloaded the movie the actors broke the 4th wall and spoke directly to the audience and trolled them, urging them to catch the movie only in the theatre. Describe the PR strategy (30% of vote) Our TG primarily were movie buffs. Someone who would rather watch a film first rather than watching it right. Therefore, on the day of the movie’s release, we silently uploaded the movie and waited for it to be downloaded and shared. We then seeded tweets about the leak so that more people downloaded, the news got picked up. Vicky and Yami (Film’s actors with millions of followers on social media) expressed their disappointment. But when people who tried to download the movie got trolled, shared their thoughts. When the word got out that Uri: The Surgical Strike has conducted a covert strike on torrents, people began sharing the news. It became hyper-viral. People began tagging Prime Ministers Office and Ministry of Information. 7 days later, the Prime Minister of India, addressed the issue. On the 22nd day, the government of India amended the 67-year-old Cinematograph Law. Describe the PR execution (20% of vote) The hours after we leaked the movie, we planted a few stories on social media about the leak. CAT-C influencers were used to spread the word of a leak. The actors of the film – Yami Gautam and Vicky Kaushal (having millions of followers) re-tweeted/shared these posts. Thereby, reaching a wider audience. During a movie’s promotion, every move of the actors is made into a story by entertainment channels and publication. We used this to our advantage, as soon as the actors shared the story about the leak, it got picked by all the major publishers. The download saw a spike and more and more people fell prey, as the tonality of the message was funny and smart almost everyone who downloaded the fake movie shared it on social media, which further increased our impressions. In a matter of just 5 days, the campaign was covered by every major publication. List the results (30% of vote) must include at least two of the following tiers: Tier 1: Media outputs: We trolled the illegal downloaders and India loved it. Every major publication and content hubs started covering it. (Mashable, FirstPost, Hindustan Times, Times of India, AdAge, Campaign India, The Indian Express, etc.) More than 300 publications picked up the story. The campaign generated nearly $1.503 million worth of free PR. Using the social media influence of the actors, and the coverage we received with the keynote speech of the Indian Prime Minister. Around 20 million people were reached, generating 100 million impressions and over 730k conversations. Tier 2: Post our campaign a national conversation, spearheaded by our victims, started about the issue of piracy and the urgent need of a strong law against it. Stories of people who downloaded the movie and went to the theatre to experience the motion picture surfaced. Google searches for Uri grew by almost 300%. Regular torrent downloaders developed a fear of downloading Uri files. The Prime Minister took notice of the issue and promised a stronger law. In just 22 days, the cabinet amended a 67-year-old law. Tier 3: Upon release, the movie became an all-time blockbuster. The movie did 14 million dollars collection in its first week and tremendous business in the subsequent weeks. (Uri holds the record of highest Day 23 and Day 24 collection)

Code Name:Uri

案例简介：为什么这项工作与公关相关？印度电影业每年发行2000部电影。在如此混乱的市场中，以有限的预算宣传电影变得极为困难。因此，我们通过做一些没有电影敢在网上泄露的事情打破了互联网! 嗯，下载电影前每个人都是这么想的。下载后，用户感到震惊。下载的电影是假的。我们为我们的电影创造了价值150万美元的有机公关，导致了社会、经济、政治和法律的变化。引起的嗡嗡声导致了全国各地的重要改革。对《海盗法》进行了修订。背景情况: 宝莱坞每年都会蒙受约20亿美元的损失，2018也没有什么不同。几部电影在发行的头几天就在网上泄露了 (主要是通过洪流)。印度政府试图禁止和封锁这些洪流网站，但由于这些网站不在印度托管，人们发现了不同的访问方式。目标: 我们的电影《乌里: 手术罢工》是第一部主要的2019电影。在上映之前，我们担心我们的电影会同样死去。对于一部没有大演员的小电影，我们不能让我们的电影泄露。因此，我们必须找到一种方法来保护我们的电影，并重新点燃关于在一个每年生产超过2000部电影的国家制定强有力的反盗版法律的话题。简介: 找到一种保护URI的方法: 外科手术打击可能的海盗。另外，发起关于盗版的对话。描述创意 (投票20%) 我们与电影中的演员一起拍摄了一段视频，通过放置真实的证书，真实的发行商，文件夹中包含电影的真实屏幕截图，将其伪装成真实的电影。视频被循环播放为电影2小时18分钟的运行时间。在发行当天 (通常是电影的第一张印刷被泄露时)，假电影被上传到各个激流网站。它的种子是为了让我们的电影保持在洪流搜索的顶端。但是，当人们下载电影时，演员们打破了第四堵墙，直接与观众交谈并向他们拖曳，敦促他们仅在剧院观看电影。描述公关策略 (投票30%) 我们的TG主要是电影迷。宁愿先看一部电影也不愿看得对的人。因此，在电影上映的当天，我们默默地将电影上传，等待下载分享。然后，我们播发了有关泄漏的推文，以便更多的人下载，新闻被接收。Vicky和Yami (在社交媒体上拥有数百万追随者的电影演员) 表示失望。但是，当试图下载电影的人被吸引时，分享了他们的想法。当乌里 (Uri: 外科手术罢工) 对洪流进行了秘密罢工时，人们开始分享这一消息。它变得病毒过多。人们开始标记总理办公室和新闻部。7天后，印度总理谈到了这个问题。 22日，印度政府修改了已有67年历史的电影摄影法。描述PR执行 (投票20%) 在我们泄露这部电影的几个小时后，我们在社交媒体上植入了一些关于泄露的故事。 CAT-C影响者被用来传播泄漏的消息。电影的演员-Yami Gautam和Vicky Kaushal (拥有数百万关注者) 在推特上转发/分享了这些帖子。从而接触到更广泛的受众。在电影宣传期间，演员的一举一动都会通过娱乐渠道和出版物成为故事。我们利用了这一点，一旦演员们分享了关于泄密的故事，它就被所有主要出版商选中了。下载速度激增，越来越多的人成为猎物，因为消息的音调有趣而聪明，几乎所有下载假电影的人都在社交媒体上分享了它，这进一步增加了我们的印象。在短短5天内，每个主要出版物都涵盖了该活动。列出结果 (投票30%)，必须至少包括以下两个层: 第1层: 媒体输出: 我们对非法下载者进行了跟踪，印度很喜欢它。每个主要的出版物和内容中心都开始报道它。(Mashable，FirstPost，印度斯坦时报，印度时报，格言，印度竞选，印度快报等) 300多家出版物报道了这个故事。该活动产生了价值近150.3万美元的免费PR。利用演员的社交媒体影响力，以及我们在印度总理的主题演讲中获得的报道。接触到大约2000万人，产生了10000万的印象和超过730k的对话。第2层: 发布我们的竞选活动由我们的受害者带头进行的全国对话开始了关于海盗问题以及迫切需要一项强有力的法律来打击海盗的问题。下载电影并去t的人的故事热火体验电影浮出水面。 Google对Uri的搜索增长了近300%。常规的torrent下载程序对下载Uri文件产生了恐惧。总理注意到了这一问题，并承诺制定更强有力的法律。在短短22天内，内阁修改了一项已有67年历史的法律。第3层: 上映后，这部电影成为了一部轰动一时的大片。这部电影在第一周就收集了1400万美元，在随后的几周里生意很大。(Uri保持最高第23天和第24天收集的记录)

Code Name:Uri

案例简介：Why is this work relevant for PR? Indian film industry releases 2000 movies every year. It becomes extremely difficult to promote a movie on a shoestring budget in such a cluttered market. Therefore, we broke the internet by doing something no film would even dare - Leaking it online! Well, that’s what everyone thought before downloading the film. After downloading, the users were left shocked. The downloaded movie was fake. We generated organic PR worth 1.5 million dollars for our film that lead to a social, economic, political & legal change. The buzz generated lead to important reform all across the country. The piracy law was amended. Background Situation: Every year Bollywood incurs a loss of around $2 Billion, 2018 was no different. Several films were leaked online (primarily through torrents) in the first few days of their release. The Government of India tried banning and blocking these torrent sites, but as these sites are not hosted in India, people found different ways to access it. Objectives: Our film, Uri: The Surgical Strike, was the first major 2019 film. Before the release, we feared that our film will die the same death. For a small film with no big actors, we couldn’t afford to let our film leaked. Therefore, we had to find a way to protect our film and re-ignite the conversation about a strong anti-piracy law in a country that produces more than 2000 films a year. Brief: Find a way to protect URI: The Surgical Strike from would-be pirates. Also, initiate a conversation about piracy. Describe the creative idea (20% of vote) We shot a video with the actors from the movie, disguised it to look like a real movie by putting a real certificate, real distributors, the folder contained real screenshots from the movie. The video was looped to be exactly the movie’s runtime of 2h 18 mins. On the day of the release (usually when the first print of the movie is leaked), the fake movie was uploaded on various torrents sites. It was seeded to keep our movie at the top of the torrent search. But when people downloaded the movie the actors broke the 4th wall and spoke directly to the audience and trolled them, urging them to catch the movie only in the theatre. Describe the PR strategy (30% of vote) Our TG primarily were movie buffs. Someone who would rather watch a film first rather than watching it right. Therefore, on the day of the movie’s release, we silently uploaded the movie and waited for it to be downloaded and shared. We then seeded tweets about the leak so that more people downloaded, the news got picked up. Vicky and Yami (Film’s actors with millions of followers on social media) expressed their disappointment. But when people who tried to download the movie got trolled, shared their thoughts. When the word got out that Uri: The Surgical Strike has conducted a covert strike on torrents, people began sharing the news. It became hyper-viral. People began tagging Prime Ministers Office and Ministry of Information. 7 days later, the Prime Minister of India, addressed the issue. On the 22nd day, the government of India amended the 67-year-old Cinematograph Law. Describe the PR execution (20% of vote) The hours after we leaked the movie, we planted a few stories on social media about the leak. CAT-C influencers were used to spread the word of a leak. The actors of the film – Yami Gautam and Vicky Kaushal (having millions of followers) re-tweeted/shared these posts. Thereby, reaching a wider audience. During a movie’s promotion, every move of the actors is made into a story by entertainment channels and publication. We used this to our advantage, as soon as the actors shared the story about the leak, it got picked by all the major publishers. The download saw a spike and more and more people fell prey, as the tonality of the message was funny and smart almost everyone who downloaded the fake movie shared it on social media, which further increased our impressions. In a matter of just 5 days, the campaign was covered by every major publication. List the results (30% of vote) must include at least two of the following tiers: Tier 1: Media outputs: We trolled the illegal downloaders and India loved it. Every major publication and content hubs started covering it. (Mashable, FirstPost, Hindustan Times, Times of India, AdAge, Campaign India, The Indian Express, etc.) More than 300 publications picked up the story. The campaign generated nearly $1.503 million worth of free PR. Using the social media influence of the actors, and the coverage we received with the keynote speech of the Indian Prime Minister. Around 20 million people were reached, generating 100 million impressions and over 730k conversations. Tier 2: Post our campaign a national conversation, spearheaded by our victims, started about the issue of piracy and the urgent need of a strong law against it. Stories of people who downloaded the movie and went to the theatre to experience the motion picture surfaced. Google searches for Uri grew by almost 300%. Regular torrent downloaders developed a fear of downloading Uri files. The Prime Minister took notice of the issue and promised a stronger law. In just 22 days, the cabinet amended a 67-year-old law. Tier 3: Upon release, the movie became an all-time blockbuster. The movie did 14 million dollars collection in its first week and tremendous business in the subsequent weeks. (Uri holds the record of highest Day 23 and Day 24 collection)

代号: Uri

暂无简介

Code Name:Uri

暂无简介

代号: Uri

代号: Uri

Code Name:Uri

Code Name:Uri

代号: Uri

Code Name:Uri

基本信息

创作者

案例详情

项目比稿

创意策划

竞品调研

行业研究

推荐广告案例

Code Name:Uri

Code Name:Uri

同广告品牌

Code Name:Uri

Code Name:Uri

同广告公司

Seat Belt

Calendar

Which Book

扫码关注公众号完成登录