A Hunter Shoots A Bear|短视频|广告营销案例【ADGuider广告指南】

猎人射杀熊

案例简介：简要说明: 欧洲矫正产品领导者 Tippex 希望在返校期间在线推广其白色口袋鼠标。Buzzman 创建了一个互动活动，将观众吸引到一个选择自己的故事风格的视频旅程中。这一努力首次打破了 Youtube 的界限，利用整个屏幕来展示其白屏产品的使用。有史以来第一次，我们在 Youtube 上吸引了观众，允许他们改变视频的名称并重写故事。它从一个名为 “猎人射杀熊” 的视频开始。在 Youtube 上，一个猎人在树林里露营，突然面对一只熊。在视频的结尾，观众决定猎人是否应该射杀熊。这两种选择都会导致相同的结果。不管选择是什么，猎人从视频旁边的横幅上抓住了 Tipp-Ex 袖珍鼠标，第一次在 Youtube 上说出了 “射击” 这个词, 邀请观众直接在视频标题中写下他们自己的动词来选择故事的结尾。42 个替代场景被拍摄，所以你写的任何东西都会得到视频回应。可能性是无限的。36 小时内: 100万在 Facebook 上浏览 100 000 股，最高达 1 条推文/秒病毒率: 迄今为止超过 500% 的结果 4600万在 Facebook 上浏览股票、喜欢和评论: + 1M Tweets: 26 000 1500 博客帖子 60 000 在线文章国际电视报道 217 个国家的运动赢得了媒体:320万欧元 (相当于 2 个超级碗广告)

猎人射杀熊

案例简介：Brief Explanation: Tippex , European leader in correction product, wanted to promote online its whiteout pocket mouse during the back to school period. Buzzman created an interactive campaign drawing viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of Youtube for the first time, utilizing the whole screen to exemplify the use of its white-out product. For the first time ever, we engaged viewers on Youtube and allowed them to change the name of a video and to rewrite the story. It started with a video called "a hunter shoots a bear". on Youtube featuring a hunter camped out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should or shouldn't shoot the bear. Both choices lead to the same outcome. Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and for the first time ever on Youtube, invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. 42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite. In 36 hours : 1 million views 100 000 shares on Facebook up to 1 tweet/second Virality rate : more than 500% RESULTS TO DATE 46 million views Shares, likes and comments on Facebook : +1M Tweets : 26 000 1500 blog posts 60 000 online articles International TV coverage 217 countries hit by the campaign Earned media : 3.2 million euros ( equivalent of 2 Super Bowl commercials)