NATURE VALLEY TRAIL VIEW|短视频|广告营销案例【ADGuider广告指南】

自然谷步道景观

案例简介：描述活动/条目到目前为止，美国大多数品牌娱乐项目都是在广播舞台上进行的。自然谷与国家公园的独特关系使得超越广播成为一种新的品牌娱乐形式 -- 赞助和创建基于网络的实用程序成为可能。因此，对传统品牌处决的正常限制不适用。结果 3 年前，Nature Valley granola bars 开始了保护公园项目，以支持实体修复项目并组织筹款活动。今年，他们要求我们想出新的方法来应对更大规模的国家公园保护挑战，并帮助他们以真实、有意义的方式与客户接触。基本想法很简单: 为了与尽可能多的人分享国家公园的美丽，我们将首次在穷乡僻壤的徒步旅行小径上创造街景体验。为了做到这一点，我们建造了一个定制的背包相机和全球定位系统平台，让我们能够捕捉到美丽的 360 度图像。然后，我们将这些素材与地形图数据集成在一起，设计了一个基于 Google maps API 的互动平台。我们的团队徒步旅行了 3 个月，覆盖了 3 个最受欢迎的公园 333 英里的小径: 大峡谷、黄石和大烟山。收集了 8tb 的镜头、 11m 的图像文件和 147,000 个全球定位系统点，并转化为一个前所未有的互动体验和保存项目 -- 由自然谷带来。自然谷的核心客户是自然爱好者。建立一个前所未有的自然体验始于一个挑战，即在发布后几乎立即吸引他们到品牌网站 -- 即使没有付费媒体。为了增强对我们目标的吸引力，我们与包括国家地理和背包客在内的一批户外媒体合作，宣传发布，并为网站带来更广泛的受众, 我们开始了一项积极的公共关系努力，纽约时报的特色文章强调了这一点,Conde Nast Traveller 和 MSNBC 等。 3月7日的首次发布创造了一个积极的媒体嗡嗡声，这与自然谷从未见过的任何事情都不同。没有一美元的付费媒体，Trail View 在第一周内产生了超过 3000 万人的媒体印象。在两周内，该网站产生了超过 100,000 次独特访问量和 300,000 次页面浏览量。最重要的是，自然谷被誉为激励新一代自然爱好者的英雄，创造了以前看不见的效用，并一直以数字方式保护公园。很适合格兰诺拉麦片酒吧。

自然谷步道景观

案例简介：Describe the campaign/entry Up to this point, most branded entertainment projects in the United States have taken place in the broadcast arena. Nature Valley’s unique relationship with the National Parks made it possible to move beyond broadcast to a new form of branded entertainment—the sponsorship and creation of a web-based utility. As such, the normal restrictions placed on traditional branded executions don’t apply. Results 3 years ago, Nature Valley granola bars began their Preserve the Parks programme to support physical restoration projects and organise fundraising efforts. This year, they asked us to think of new ways to tackle the challenge of national park preservation on a larger scale and help them engage with their customers in an authentic, meaningful way. The basic idea was simple: To share the beauty of the national parks with as many people as possible, we’d create a Street View experience on backcountry hiking trails for the first time ever. To do that we built a customised backpack camera and GPS rig that allowed us to capture beautiful 360-degree imagery along the trails. We then integrated that footage with topographic map data to design an interactive platform built on the Google maps API. Our teams hiked for 3 months, covering 333 miles of trails in 3 of the most popular parks: Grand Canyon, Yellowstone and the Great Smoky Mountains. 8TB of footage, 11m image files, and 147,000 GPS points were collected, and transformed into a never-before-seen interactive experience and preservation program—brought to life by Nature Valley. Nature Valley’s core customers are nature lovers. Building a never-before-seen nature experience began with the challenge of attracting them to the branded site almost immediately after launch—even without paid media. To enhance the appeal to our target, we partnered with a cadre of outdoors-focused media outlets, including National Geographic and Backpacker to tout the launch, and to bring a broader audience to the site, we began a vigorous public relations effort highlighted by featured articles in The New York Times, Conde Nast Traveller and MSNBC, among others. The initial launch on March 7th created a positive media buzz unlike anything Nature Valley had ever seen. Without a single dollar of paid media, Trail View generated over 30m earned media impressions within the first week. Within 2 weeks, the site had generated more than 100,000 unique visits and 300,000 page views. Most importantly, Nature Valley was being hailed as a hero for inspiring a new generation of nature-lovers, creating a previously unseen utility, and preserving the parks digitally for all time. Pretty good for a granola bar.