Amping Up The Grammys|短视频|广告营销案例【ADGuider广告指南】

提高格莱美奖

案例简介：相关性音乐一直是林肯汽车公司的热情，也是他们的目标。在音乐最大的夜晚，林肯以创新、真实的方式融入了 2017 届格莱美电视节目。我们与蓝调吉他手小加里 · 克拉克合作，他是活动的主要参与者，与他一起创作了 30 多件独家艺术家内容，以支持新林肯大陆的推出。这个想法的核心是一个独一无二的吉他放大器，我们使用林肯大陆的零件设计和制作, 加里在我们制作的所有内容中扮演了什么。结果这场运动远远超出了预期。67% 归因于赢得媒体。尽管林肯不是官方赞助商，但在格莱美期间，林肯和加里在有机社会对话中占据了重要地位。小加里 · 克拉克在他的社交渠道上发布了视频，并看到了积极的参与。电视广告和纪录片视频在网上观看超过 150万次,让加里接触到更广泛的观众，让林肯接触到更年轻的观众。与 live Nation 一起举行的现场直播音乐会见证了 43% 的粉丝参与内容，观看次数比预期多了近 3 倍。活动视频延续了这一势头，导致广告召回和品牌意识的提升; 538% 提升产品兴趣; 52% 提升我们 YouTube 活动的品牌兴趣。在格莱美之夜，林肯的网站平均访问量是平均访问量的 14 倍。格莱美奖上的电视节目吸引了 26毫米多人。战略没有人欣赏商业中断，尤其是在对他们很重要的现场节目中。因此，为了让像林肯这样的品牌接触到一个更年轻、文化上进步的音乐爱好者，我们需要尽可能深入地将我们的信息与格莱美奖电视转播结合起来。通过与加里 · 克拉克合作，我们相信我们可以在愤世嫉俗的目标受众中获得可信度。因为加里的音乐被用于格莱美的宣传片，他在节目中与蓝调大师威廉 · 贝尔现场表演,我们相信我们的 3 个广告有可能成为额外的、受欢迎的内容。通过 30 篇以加里为主角的原创在线内容，我们觉得我们可以更深入地讲述, 与他合作的更完整的故事，以及使用林肯大陆的零件创建定制吉他放大器的故事。概要情况: 林肯在美国被认为是一个沉睡的奢侈品品牌。许多年轻人只知道林肯是黑色的城市汽车去机场。对于林肯的目标是年轻、文化上进步的新客户，我们知道音乐是他们的重要激情。简介: • 变得更年轻, 更进步的买家看到林肯在音乐最大的夜晚 -- 一年一度的格莱美电视转播 -- 的新亮点，并让他们意识到林肯新的大陆旗舰汽车的推出。目标: 林肯需要成为一个文化的一部分的品牌,让人们相信这不是昨天的林肯，而是一个比他们想象的更酷、更现代的品牌。我们希望粉丝和观众在网上寻找额外的内容，让他们更好地了解林肯。执行该合作关系在格莱美奖周启动，避免了之前周末的超级碗拥堵。公告牌杂志发布了独家，强调小加里 · 克拉克的合作伙伴关系，定制林肯 amp，电视现场，纪录片, 用我们的放大器录制了加里的《治疗》和《当我的火车驶入时》的 10k 免费下载曲目。那天早上早些时候，林肯网站上发布了内容。格莱美奖的前一天晚上，林肯与 Live Nation 合作，与加里一起直播了一场音乐会。预告横幅和 YouTube 刊头在活动中引起了轰动。当世界各地的粉丝享受现场表演时，音乐会上的主要影响者与追随者分享了他们的经历。在格莱美之夜，电视现场在战略景点播出了 3 倍，包括直接关注阿黛尔的表演和加里与蓝调传奇人物威廉 · 贝尔的表演。整个一周，社交团队与音乐爱好者进行了定制的加里和林肯 Amp 视频编辑、推特和图片。活动描述鉴于加里将在格莱美期间强烈出席，我们发展了我们的创意，以完全融入演出。他的歌曲《治愈》在节目开始前的几周内出现在网络宣传片中; 他在我们的: 60 电视现场播放了一个原创版本，在电视直播中播放了 3 倍。对于现场,我们设计/制造了一个独一无二的吉他放大器，使用了新林肯大陆的材料，将汽车的工艺和奢华带给音乐迷。现货结束时的 CTA 让观众在线观看了这首歌的全长演绎。在格莱美奖的前一天晚上，加里演奏了林肯 amp a加州林肯体验中心的现场流媒体音乐会; 两个新的音乐视频; 以及 amp 创作和合作的纪录片，总共 30 篇原创内容。

提高格莱美奖

案例简介：Relevancy •Music has always been a passion for The Lincoln Motor Company as well as their target. •On music’s biggest night, Lincoln integrated in an innovative, authentic way with the 2017 Grammys telecast.•We partnered with blues guitarist Gary Clark Jr., a major presence at the event, creating over 30 pieces of exclusive artist content with him, in support of the launch of the new Lincoln Continental. •At the core of the idea was a one-of-a-kind guitar amplifier that we designed and created using parts from the Lincoln Continental, and which Gary played in all the content we produced. Outcome The campaign went far beyond targeted expectations. 67% was attributed to earned media.•Lincoln and Gary trended heavily in organic social conversation during the Grammys, despite Lincoln not being an official sponsor.•Gary Clark Jr. posted the videos on his social channels and saw positive engagement.•The TV commercial and documentary videos were viewed online more than 1.5 million times, bringing Gary to a wider audience and Lincoln to a younger one.•28 online articles. •A live-streamed concert with Live Nation saw 43% of fans engaging with the content, nearly 3x more views than projected.•The campaign videos continued the momentum, resulting in Best-in-Class lift in Ad Recall and Brand Awareness; 538% lift in Product Interest; and 52% lift in Brand Interest from our YouTube campaign. •On Grammys night, Lincoln’s website experienced 14x the average traffic visits. •The TV spots on the Grammys reached over 26mm people. Strategy Nobody appreciates a commercial interruption, especially during live programming that’s important to them. So to reach a younger, Culturally Progressive music lover with a brand like Lincoln, which has little relevance to them, we needed to integrate our message as deeply as possible with the Grammy Awards telecast. By partnering with Gary Clark Jr., who is not widely known but deeply respected and loved by those who do, we believed we could gain credibility with a cynical target audience.Since Gary’s music was being used for Grammy’s promos, and he performed live with Blues great William Bell on the show, we believed our 3 commercials had the potential to be additional, appreciated content. Through 30 pieces of original, online content featuring Gary, we felt we could tell a deeper, fuller story of the partnership with him and the creation of a custom guitar amp using parts from the Lincoln Continental. Synopsis Situation:•Lincoln is perceived in the US as a sleepy luxury brand for older people. •Many younger people know of Lincoln only as the black Towne Car ride to the airport. •For the new, younger Culturally Progressive customer who is Lincoln’s target, we know music is an important passion for them. Brief: •Get younger, more progressive buyers to see Lincoln in a new light on music’s biggest night -- the annual Grammys telecast -- and for them to be aware of the launch of Lincoln’s new Continental flagship vehicle.Objectives: •Lincoln needed to come across as a brand who is part of culture, to convince people this wasn’t the Lincoln of yesterday, but a much cooler, more contemporary brand than they thought.•We wanted fans and viewers to seek out additional content online, featuring Gary, for them to get to know Lincoln better. Execution •The partnership launched during Grammys week, avoiding the Super Bowl congestion the weekend before.•Billboard Magazine released an Exclusive, highlighting Gary Clark Jr.’s partnership, the custom-built Lincoln amp, TV spot, Documentaries, and 10k free downloadable tracks of Gary’s rendition of “The Healing” and “When My Train Pulls In” recorded with our amp. Content launched on Lincoln’s website earlier that morning.•The night before the Grammys, Lincoln partnered with Live Nation to livestream a concert with Gary. Teaser banners and YouTube Masthead created buzz around the event. As fans around the world enjoyed the live performance, key influencers at the concert shared their experiences with followers. •On Grammys night, TV spot aired 3x in strategic spots, including directly following Adele’s performance and Gary’s performance with Blues legend William Bell.•Throughout the week, the social team engaged with music enthusiasts with tailor-made Gary and Lincoln Amp video edits, tweets and pictures. CampaignDescription •Given that Gary would be strongly present during the Grammys, we developed our creative idea to completely integrate with the show.•His song “The Healing” was featured in network promos in weeks leading up to the show; he played an original version on our :60 TV spot, which ran 3x during the telecast.•For the spot, we designed/built a one-of-a-kind guitar amplifier using materials from the new Lincoln Continental, to bring the craftsmanship and luxury of the car to music fans.•CTA at end of spot led viewers to full-length rendition of the song online.•On the night before the Grammys, Gary played the Lincoln amp at a live streaming concert at the Lincoln Experience Center in California; on two new music videos; and documentary films of the amp creation and partnership, totaling 30 pieces of original content.