Easter 2015 - The Rabbit Race|短视频|广告营销案例【ADGuider广告指南】

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复活节 2015-兔子比赛

案例简介：执行在线横幅在黄金时段从特制的赛马场现场取笑并播放了三场 2 分钟的比赛，比赛前后有 5 分钟愉快的报道。整个广播由一位著名的德国体育评论员主持，包括明星肖像、新闻发布会和兔子的幕后材料。现场体育赛事和大量额外的内容可以在任何平板电脑/智能手机设备上观看。结果结果: 大约。400.000 在线观众。+ 250 Mio。整体活动网络覆盖范围。+ 客户增加 18.2%。+ 250% 的互动和 + 40% 更多的粉丝在 facebook 上。+ 208% 更多的粉丝在 Twitter 上。-# OsterhasenRasen 产生了环岛 6.3 mio。推特印象。战略 Media Markt 是德国最大的电子零售商，以其响亮、幽默和古怪的活动而闻名。Media Markt 总是寻找在线和离线客户开玩笑地参与的广告，并且乐于观看和分享。该简报包含了一个相当沉闷的复活节相关 5% 折扣促销活动，我们将其提升为革命性的、内容驱动的现场营销活动，在高流量网站上的几个在线横幅上作为直播播放, 在 Youtube 的主页上(只有 2 分钟的比赛) 在德国 9 个最大的私人电视台上。这个想法: 一个现场体育赛事，10 只兔子参加了一场比赛。如果兔子的赛车号码与他们收据上的号码相匹配，在三场广播比赛前在媒体市场购物的顾客可以赢回 50% 的钱。德国最大的电子产品零售商 Media Markt 问我们: 复活节的 5% 折扣促销该怎么办？我们的答案是: 兔子比赛，第一个有 10 只兔子的现场体育赛事，在我们的网站、在线横幅、 Youtube 和电视上展示。顾客在每场比赛前在商店购物。如果获胜的兔子的号码与他们收据号码的最后一位数字相匹配，他们就赢得了一张优惠券，以获得 50% 的价值。这场比赛在 9 家最大的电视台现场直播。Media Markt 一夜之间从最大的电子零售商变成了最大的艺人。

复活节 2015-兔子比赛

案例简介：Execution Online banners teased and streamed the three 2-minute races live from the specificially built race arena, during prime time, with 5 minutes of enjoyable coverage prior to and after the race. The whole broadcast was hosted by a famous German sports commentator and included star portraits, press conferences and behind the scenes material of the bunnies. The live sports event and tons of additional content could be viewed throughout any tablet/smartphone device on the go. Outcome The result: approx. 400.000 online viewers.+ 250 Mio. overall campaign net reach. +18.2% customer increase. +250% interaction and +40% more followers on facebook.+ 208% more followers on Twitter.- #OsterhasenRasen generated roundabout 6.3 mio. twitter impressions. Strategy Media Markt is the biggest electronic retailer in Germany, famous for it's loud, humourus and wacky campaigns.In the move of developing more content driven campaigns, Media Markt always seeks for advertising that playfully involves customers online and offline and is enjoyable to watch and share.The brief contained a rather dull Easter related 5% discount promotion that we raised to a revolutinary, content-driven live marketing event, broadcasted as a livestream on several online banners on high-traffic websites, on Youtube's homepage and (only the 2 minute race) on the 9 biggest private German TV stations.The idea:A live sports event, where 10 bunnies were competing in a race. Customers, who shopped at Media Markt prior to the three broadcasted races could win back 50% of their money, if the bunny's racing number matched the number on their receipt. Media Markt, the biggest electronics retailer in Germany, asked us: What to do with a rather dull 5% discount promotion for Easter? Our answer: The Rabbit Race, the first live sports event with 10 rabbits, shown on our website, online banners, on Youtube, and TV. Customers shopped at the store before each race. If the winning rabbit’s number matched the last digit of their receipt number, they won a voucher to get 50% worth their purchase back. The Race was broadcasted live on the 9 biggest TV stations. Media Markt turned from the biggest electronics retailer to biggest entertainer over night.