Celtra Social Rich Media Case Study: Maker's Mark|海报/平面|广告营销案例【ADGuider广告指南】

Celtra 社交富媒体案例研究: 制造商的标志

案例简介：Beam 正在寻找一种方式来给威士忌社区一种互动体验，这种体验可能是制造商的独特标志，并希望测试社交富媒体 (SRM) 作为参与社交媒体上已经发生的对话的平台。在当今竞争激烈的市场中，强大的合作伙伴关系为品牌营销提供了巨大的优势。 ExecutionCeltra 与 iCrossing 和 Doe-Anderson 合作，为 Maker's Mark 开发了一个 SRM 创意，要求 Facebook 和 Twitter 用户进行有趣的测验，测试他们的波旁威士忌知识。用户可以在三个难度级别之间进行选择: 伏特加饮酒者 (容易) 、波旁威士忌饮酒者 (难) 和制造商的马克大使 (最难)。 Celtra 的 SRM 产品 “一次构建，到处发布” 的前提允许 Maker's Mark 产生一个创造性的概念，并通过推特和 Facebook 帖子传播它。点击推特或帖子后，一个全屏、与设备无关的 HTML5 广告单元在推特或 Facebook 移动应用程序中打开。完成测验后，用户可以重新拿它来提高他们的分数或与他人分享结果。结果不仅活动表现出色，而且成功地利用了经验的病毒潜力和社会方面。超过 8% 的 SRM 创意单元印象是通过分享其结果的用户的帖子和推特以病毒的方式产生的。该活动产生了 5,000 多次重新分享，70,818 次测验完成，消费者在主单元上花费了 118 多秒，是标准富媒体的 4 倍。

Celtra 社交富媒体案例研究: 制造商的标志

案例简介：Beam was looking for a way to give the whisky community an interactive experience that could be uniquely Maker’s Mark, and wanted to test Social Rich Media (SRM) as a platform to take part in a conversation that is already taking place in social media. InsightIn today’s highly competitive market, strong partnerships provide a big advantage for brand marketing. ExecutionCeltra worked with iCrossing and Doe-Anderson to develop a SRM creative for Maker’s Mark that asked Facebook and Twitter users to take a fun quiz and test their bourbon knowledge. Users were able to select between three difficulty levels: vodka drinker (Easy), bourbon drinker (Hard), and Maker’s Mark ambassador (Hardest). Celtra’s “build once, publish everywhere” premise of the SRM product allowed Maker’s Mark to produce one creative concept and traffic it via tweets and Facebook posts. Upon tapping on a tweet or a post, a full screen, device-agnostic HTML5 ad unit opened inside the Twitter or Facebook mobile app. Upon completing the quiz, the user could retake it to improve their score or share the result with others. ResultsNot only did the campaign perform remarkably across the board, but it has also managed to successfully leverage the viral potential and social aspects of the experience. Over 8% of SRM creative unit impressions were generated virally via posts and tweets of users who shared their results. The campaign generated more than 5,000 re-shares, 70,818 quiz completions, and consumers spent more than 118 seconds on the main unit, 4 times higher than standard rich media.