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达拉斯加油站
案例简介：环境执行的描述: 接管纽约市的一个加油站。 描述活动/条目: TNT 要求我们激活它，不仅庆祝它的电视节目《达拉斯》的第三季，还让它回到流行文化的对话中。 为了实现这一点，我们模糊了事实和虚构之间的界限。 在首映当天的一天促销活动中，电视上最著名的家庭 -- 尤因 -- 将以负担得起的汽油价格 (每加仑 1.98 美元) “削弱竞争” 在纽约一个完全品牌的尤因能源加油站。 在这一经历之前，有一个分阶段的公关方法，包括一个独家的快速公司功能公告，一系列媒体领域的脉冲玩笑, 然后一个官方位置显示了一系列的印刷和广播媒体在现场发布。 这些努力得到了全面充实的社交媒体活动的补充，包括 Facebook 帖子、约翰 · 罗斯 · 尤因的网络视频信息 (演员乔希 · 亨德森) 为粉丝推广抽奖活动，并戏弄现实生活中的汽油价格。该团队还利用传统媒体在《纽约时报》上发布的整版广告，就像 “从约翰 · 罗斯的办公桌上” 一样。" 我们甚至让乔希 · 亨德森在车站剪彩时出演角色 -- 抽汽油，为名人周刊和娱乐场所提供完美的拍照机会。 消费者要求有机会亲身体验尤因家族的力量。我们卖了大约 10,000 加仑，在纽约造成了 8 个街区长的交通堵塞。 描述客户的简报: 尽管社交媒体粉丝非常活跃，TNT 的《达拉斯》第二季还是失去了观众。 为了帮助启动第三季，TNT 需要一个能引起现有粉丝共鸣但也能吸引新观众的倡议。 我们进行了目标研究，了解到主要是中产阶级郊区居民 (25 至 54 岁) 正在观看被达拉斯归类为 “晚邮报” 的节目。 他们不懂技术，所以我们的活动需要轻松地转化为数字/社会景观。 将电视最著名的家庭带入现实世界，承诺会引起足够大的轰动，以恢复达拉斯的流行文化相关性并促进对话。 结果: 反应非常积极。 它不仅受到公众的欢迎 (我们在 12 小时内售出了大约 10,000 加仑的汽油), 媒体立即收集了该项目 -- 乔希 · 亨德森启动该电台的照片。 从娱乐到汽车，从商业到当地新闻，我们在广泛的媒体上收到了 100 多个位置和 3.11627e+06亿个媒体印象。 《赫芬顿邮报》将这一事件描述为达拉斯 “电视广告中最大的特技之一”。"广告时代将该站列为 15 个 “最难忘的体验举措” 之一。 社交上，Facebook 上的加油站特定帖子达到了 1100万人，总共产生了 193 个赞、 14k 股和 9k 评论。甚至我们快速公司的独家公告也被转发了 1,000 多次。 执行: 公关策略被缩短到大约两周的时间来保持势头和惊喜。 分阶段的 “位置揭示” 不仅激发了人们的兴奋，也是理解控制真实汽车交通需求的安全措施。 虽然我们必须防止媒体透露实际位置，但我们希望确保我们有官方剪彩的步行交通和媒体。 我们将 WPIX，一个当地的电视台，安排了三个预告点，并与国家媒体合作，包括访问好莱坞和哥伦比亚广播公司报纸。 我们瞄准了主要媒体，并通过超过 100 家媒体在流行文化、商业、广告和国家/地方新闻上的投放实现了最终的知名度 -- 包括《纽约时报》汽车和日本新闻。 该团队能够在不偏离最初计划的情况下实现他们的竞选目标。 情况: 为了帮助推出第三季，TNT 意识到达拉斯需要一个与现有粉丝群产生共鸣的倡议，但也鼓励新观众加入。 将电视最著名的家庭带入现实世界，承诺会引起足够大的轰动，以恢复达拉斯的流行文化相关性并促进对话。 这个程序是围绕模糊事实和虚构之间的界限而建立的。 战略: 公关在提高知名度和赛季首映收视率方面至关重要。 公关团队用分阶段的方法制造了嗡嗡声 -- 通过给 Fast Company 一个让消费者猜测位置的秘密尤因能源加油站的渲染。 我们为连续的媒体推广计时，以反映社交战略 -- 确保所有脉冲公告都被计时到约翰 · 罗斯 · 尤因的内容上，以获得最大的参与。 当公众不断猜测位置和价格时，新的S 文章/片段将位置缩小到三州地区，最终缩小到曼哈顿。 演员乔希 · 亨德森在揭幕当天表演的剪彩，以及由此产生的报道，也确保了车站的客流量。 随后的社交聊天表明，消费者兴奋地抓住了这个概念 -- 让达拉斯和尤因家族回到流行文化的中心。
达拉斯加油站
案例简介：Description of Ambient execution: takeover of a gas station in New York City. Describe the campaign/entry: TNT asked us for an activation that not only celebrated the third season of its TV show Dallas, but also brought it back into the pop culture conversation. To achieve this, we blurred the lines between fact and fiction. For a one day promotion on the day of the premiere, TV’s most famous family—The Ewings—would “undercut the competition” with affordable gas prices ($1.98 a gallon) at an entirely branded Ewing Energies gas station in NYC. The experience was preceded by a phased PR approach that included an exclusive Fast Company feature announcement, a succession of pulsed teases across the media landscape, and then an official location reveal with an array of print and broadcast outlets onsite for the launch. These efforts were complemented by a fully fleshed-out social media campaign that included Facebook posts, web video messages by John Ross Ewing (actor Josh Henderson) promoting a sweepstakes for fans and teasing the real-life gas price. The team also tapped traditional media with a full-page ad in the New York Times staged as if “from the desk of John Ross.” We even had Josh Henderson show up in character for a ribbon cutting at the station—pumping gas and offering the perfect photo opportunity for celebrity weeklies and entertainment outlets. Consumers clamored for the chance to experience the power of the Ewing family for themselves. We sold approximately 10,000 gallons and created traffic jams in NYC that were 8 blocks long. Describe the brief from the client: TNT’s show Dallas had lost viewers in the second season despite a very active social media fan base. To help kick-off season 3, TNT needed an initiative that resonated with existing fans but also attracted new viewers. We conducted target research, learning that mainly middle-class suburbanites (ages 25 to 54) were watching programming classified as “evening soaps,” a category Dallas falls into. They’re not tech savvy, so our campaign needed to translate easily to the digital/social landscape. Bringing TV’s most famous family into the real world promised a big enough splash to reclaim Dallas’ pop culture relevance and catalyze conversation. Results: The response was overwhelmingly positive. Not only was it a hit with the public (we sold approximately 10,000 gallons of gas over a 12-hour period), the media picked up on the project immediately—circulating photos of Josh Henderson launching the station. We received over 100 placements and 311,626,687 million media impressions in a breadth of outlets, from entertainment to automotive to business to local news. The Huffington Post described the event as Dallas pulling off "one of the biggest stunts in TV advertising." And Advertising Age listed the station as one of the 15 “most memorable experiential moves.” Socially, gas station specific posts on Facebook reached 11 million people and generated a total of 193k likes, 14k shares and 9k comments. Even our exclusive announcement from Fast Company was re-tweeted over 1,000 times. Execution: The PR strategy was truncated to a period of approximately two weeks to keep momentum and surprise. The phased “location reveal” not only served to stoke excitement, but was also a safety measure understanding the need to control traffic of real cars. While it was imperative that we keep the media from revealing the actual location, we wanted to ensure that we had foot traffic and media for the official ribbon cutting. We lined up WPIX, a local station, to conduct three teaser spots and worked with national press, including Access Hollywood and CBS Newspath. We targeted key outlets and achieved ultimate visibility with over 100 media placements across pop culture, business, advertising and national/local news—including New York Times automotive and Japonik. The team was able to achieve their campaign goals without straying far from the initial plan. The Situation: To help launch season 3, TNT realized Dallas needed an initiative that resonated with an existing fan base but also encouraged tune-in from new viewers. Bringing TV’s most famous family into the real world promised a big enough splash to reclaim Dallas’ pop culture relevance and catalyze conversation. The program was built around blurring the lines between fact and fiction. The Strategy: PR was essential in driving awareness and season premiere viewership. The PR team built buzz with a phased approach—kicking-off by giving Fast Company a rendering of the secret Ewing Energies Gas Station that had consumers guessing at the location. We timed successive media outreach to mirror the social strategy—ensuring all pulsed announcements were timed to the John Ross Ewing content for maximum engagement. As the public kept guessing as to the location and price, a steady drumbeat of news articles/segments narrowed down the location to the tri-state area and ultimately Manhattan. A staged ribbon cutting with actor Josh Henderson the day of the reveal, and the generated coverage, also ensured foot-traffic at the station. The social chatter that followed demonstrated that consumers excitedly latched onto the concept—bringing Dallas and the Ewing family back into the heart of pop culture.
DALLAS GAS STATION
案例简介：环境执行的描述: 接管纽约市的一个加油站。 描述活动/条目: TNT 要求我们激活它，不仅庆祝它的电视节目《达拉斯》的第三季，还让它回到流行文化的对话中。 为了实现这一点，我们模糊了事实和虚构之间的界限。 在首映当天的一天促销活动中，电视上最著名的家庭 -- 尤因 -- 将以负担得起的汽油价格 (每加仑 1.98 美元) “削弱竞争” 在纽约一个完全品牌的尤因能源加油站。 在这一经历之前，有一个分阶段的公关方法，包括一个独家的快速公司功能公告，一系列媒体领域的脉冲玩笑, 然后一个官方位置显示了一系列的印刷和广播媒体在现场发布。 这些努力得到了全面充实的社交媒体活动的补充，包括 Facebook 帖子、约翰 · 罗斯 · 尤因的网络视频信息 (演员乔希 · 亨德森) 为粉丝推广抽奖活动，并戏弄现实生活中的汽油价格。该团队还利用传统媒体在《纽约时报》上发布的整版广告，就像 “从约翰 · 罗斯的办公桌上” 一样。" 我们甚至让乔希 · 亨德森在车站剪彩时出演角色 -- 抽汽油，为名人周刊和娱乐场所提供完美的拍照机会。 消费者要求有机会亲身体验尤因家族的力量。我们卖了大约 10,000 加仑，在纽约造成了 8 个街区长的交通堵塞。 描述客户的简报: 尽管社交媒体粉丝非常活跃，TNT 的《达拉斯》第二季还是失去了观众。 为了帮助启动第三季，TNT 需要一个能引起现有粉丝共鸣但也能吸引新观众的倡议。 我们进行了目标研究，了解到主要是中产阶级郊区居民 (25 至 54 岁) 正在观看被达拉斯归类为 “晚邮报” 的节目。 他们不懂技术，所以我们的活动需要轻松地转化为数字/社会景观。 将电视最著名的家庭带入现实世界，承诺会引起足够大的轰动，以恢复达拉斯的流行文化相关性并促进对话。 结果: 反应非常积极。 它不仅受到公众的欢迎 (我们在 12 小时内售出了大约 10,000 加仑的汽油), 媒体立即收集了该项目 -- 乔希 · 亨德森启动该电台的照片。 从娱乐到汽车，从商业到当地新闻，我们在广泛的媒体上收到了 100 多个位置和 3.11627e+06亿个媒体印象。 《赫芬顿邮报》将这一事件描述为达拉斯 “电视广告中最大的特技之一”。"广告时代将该站列为 15 个 “最难忘的体验举措” 之一。 社交上，Facebook 上的加油站特定帖子达到了 1100万人，总共产生了 193 个赞、 14k 股和 9k 评论。甚至我们快速公司的独家公告也被转发了 1,000 多次。 执行: 公关策略被缩短到大约两周的时间来保持势头和惊喜。 分阶段的 “位置揭示” 不仅激发了人们的兴奋，也是理解控制真实汽车交通需求的安全措施。 虽然我们必须防止媒体透露实际位置，但我们希望确保我们有官方剪彩的步行交通和媒体。 我们将 WPIX，一个当地的电视台，安排了三个预告点，并与国家媒体合作，包括访问好莱坞和哥伦比亚广播公司报纸。 我们瞄准了主要媒体，并通过超过 100 家媒体在流行文化、商业、广告和国家/地方新闻上的投放实现了最终的知名度 -- 包括《纽约时报》汽车和日本新闻。 该团队能够在不偏离最初计划的情况下实现他们的竞选目标。 情况: 为了帮助推出第三季，TNT 意识到达拉斯需要一个与现有粉丝群产生共鸣的倡议，但也鼓励新观众加入。 将电视最著名的家庭带入现实世界，承诺会引起足够大的轰动，以恢复达拉斯的流行文化相关性并促进对话。 这个程序是围绕模糊事实和虚构之间的界限而建立的。 战略: 公关在提高知名度和赛季首映收视率方面至关重要。 公关团队用分阶段的方法制造了嗡嗡声 -- 通过给 Fast Company 一个让消费者猜测位置的秘密尤因能源加油站的渲染。 我们为连续的媒体推广计时，以反映社交战略 -- 确保所有脉冲公告都被计时到约翰 · 罗斯 · 尤因的内容上，以获得最大的参与。 当公众不断猜测位置和价格时，新的S 文章/片段将位置缩小到三州地区，最终缩小到曼哈顿。 演员乔希 · 亨德森在揭幕当天表演的剪彩，以及由此产生的报道，也确保了车站的客流量。 随后的社交聊天表明，消费者兴奋地抓住了这个概念 -- 让达拉斯和尤因家族回到流行文化的中心。
DALLAS GAS STATION
案例简介：Description of Ambient execution: takeover of a gas station in New York City. Describe the campaign/entry: TNT asked us for an activation that not only celebrated the third season of its TV show Dallas, but also brought it back into the pop culture conversation. To achieve this, we blurred the lines between fact and fiction. For a one day promotion on the day of the premiere, TV’s most famous family—The Ewings—would “undercut the competition” with affordable gas prices ($1.98 a gallon) at an entirely branded Ewing Energies gas station in NYC. The experience was preceded by a phased PR approach that included an exclusive Fast Company feature announcement, a succession of pulsed teases across the media landscape, and then an official location reveal with an array of print and broadcast outlets onsite for the launch. These efforts were complemented by a fully fleshed-out social media campaign that included Facebook posts, web video messages by John Ross Ewing (actor Josh Henderson) promoting a sweepstakes for fans and teasing the real-life gas price. The team also tapped traditional media with a full-page ad in the New York Times staged as if “from the desk of John Ross.” We even had Josh Henderson show up in character for a ribbon cutting at the station—pumping gas and offering the perfect photo opportunity for celebrity weeklies and entertainment outlets. Consumers clamored for the chance to experience the power of the Ewing family for themselves. We sold approximately 10,000 gallons and created traffic jams in NYC that were 8 blocks long. Describe the brief from the client: TNT’s show Dallas had lost viewers in the second season despite a very active social media fan base. To help kick-off season 3, TNT needed an initiative that resonated with existing fans but also attracted new viewers. We conducted target research, learning that mainly middle-class suburbanites (ages 25 to 54) were watching programming classified as “evening soaps,” a category Dallas falls into. They’re not tech savvy, so our campaign needed to translate easily to the digital/social landscape. Bringing TV’s most famous family into the real world promised a big enough splash to reclaim Dallas’ pop culture relevance and catalyze conversation. Results: The response was overwhelmingly positive. Not only was it a hit with the public (we sold approximately 10,000 gallons of gas over a 12-hour period), the media picked up on the project immediately—circulating photos of Josh Henderson launching the station. We received over 100 placements and 311,626,687 million media impressions in a breadth of outlets, from entertainment to automotive to business to local news. The Huffington Post described the event as Dallas pulling off "one of the biggest stunts in TV advertising." And Advertising Age listed the station as one of the 15 “most memorable experiential moves.” Socially, gas station specific posts on Facebook reached 11 million people and generated a total of 193k likes, 14k shares and 9k comments. Even our exclusive announcement from Fast Company was re-tweeted over 1,000 times. Execution: The PR strategy was truncated to a period of approximately two weeks to keep momentum and surprise. The phased “location reveal” not only served to stoke excitement, but was also a safety measure understanding the need to control traffic of real cars. While it was imperative that we keep the media from revealing the actual location, we wanted to ensure that we had foot traffic and media for the official ribbon cutting. We lined up WPIX, a local station, to conduct three teaser spots and worked with national press, including Access Hollywood and CBS Newspath. We targeted key outlets and achieved ultimate visibility with over 100 media placements across pop culture, business, advertising and national/local news—including New York Times automotive and Japonik. The team was able to achieve their campaign goals without straying far from the initial plan. The Situation: To help launch season 3, TNT realized Dallas needed an initiative that resonated with an existing fan base but also encouraged tune-in from new viewers. Bringing TV’s most famous family into the real world promised a big enough splash to reclaim Dallas’ pop culture relevance and catalyze conversation. The program was built around blurring the lines between fact and fiction. The Strategy: PR was essential in driving awareness and season premiere viewership. The PR team built buzz with a phased approach—kicking-off by giving Fast Company a rendering of the secret Ewing Energies Gas Station that had consumers guessing at the location. We timed successive media outreach to mirror the social strategy—ensuring all pulsed announcements were timed to the John Ross Ewing content for maximum engagement. As the public kept guessing as to the location and price, a steady drumbeat of news articles/segments narrowed down the location to the tri-state area and ultimately Manhattan. A staged ribbon cutting with actor Josh Henderson the day of the reveal, and the generated coverage, also ensured foot-traffic at the station. The social chatter that followed demonstrated that consumers excitedly latched onto the concept—bringing Dallas and the Ewing family back into the heart of pop culture.
达拉斯加油站
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DALLAS GAS STATION
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