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偷偷摸摸的偷看
案例简介：概要 我们的任务是在BBC 2上宣传第四季的Peaky Blinders。营销目标是: 1) 向16-44年代重申BBC 2是Peaky Blinders (不是Netflix) 的原始住所2) 通过将其作为邪教而将综合收视率提高到400万3) 让伯明翰再次爱上他们的当地英雄 (上一个系列将中部地区的不满视为情节远离原始设置) 4) 改善16-44年代对BBC戏剧的看法5) 增加女性观众数量 战略 根据消费者研究，我们知道我们的观众喜欢排他性的感觉，并沉浸在表演世界中。该策略是在本地 (伯明翰) 做大，以巩固该节目在其中心地带的地位，并在全国其他地方创建FOMO。我们知道我们的受众更喜欢Facebook和Twitter，因此优先考虑这两个社交平台，以将信息放大到该国的四个角落。我们小心翼翼地错开了竞选的不同阶段，为BBC创造了一系列创新的第一。 结果 -偷偷摸摸的高峰直播门票应用: 230倍容量-英国广播公司最受欢迎的电影图片: 620万次观看-独家发布Ep 1的前2分钟: 2.2万次观看-影响者偷摸摸的高峰: 2.9万次观看-第1集在谷歌、推特、脸书上流行第一。-唯一的电视剧是Twitter上排名前10位的英国节目-启动路线是BBC有史以来最具病毒式的节目: 在线观看次数1500万次-Twitter和Facebook上的视频总观看次数: 3000万-重新平衡系列性别分裂: 53% 男性/47% 女性-Peaky Blinders有史以来最大的观众: 6.5m-BBC有史以来最成功的戏剧活动-英国最成功的戏剧活动2017年 执行 该节目的创作者在伯明翰-阿斯顿维拉德比 (Aston Villa derby) 向45,000粉丝宣布了一条消息-Sneaky Peak 1，在伯明翰重现了标志性的Garrison Tavern。英国广播公司 (BBC) 的首次沉浸式体验使当地粉丝能够探索Peaky Blinders的世界并与整个演员见面。全国各地的粉丝通过两个Facebook生活进行互动和互动。我们的第二个偷偷摸摸的高峰在网上首映了发射轨迹。Sneaky Peak 3是第1集的前2分钟的独家发行。第四个偷偷摸摸的高峰是一系列电影，戏弄了系列4中的新角色。最后，最后一批偷偷摸摸的山峰是每集之后录制和播放的社交电影。拥有2500万多名社交追随者的著名粉丝和有影响力的人可以访问这些剧集。他们回答了自己喜欢的社交评论，并在下一集中分享了自己的个人偷偷摸摸的高峰。 运动描述 我们创造了鬼鬼祟祟的山峰。竞选活动的想法是为Peaky Blinders的世界提供独特而独特的窥视。在8周的时间里，我们在不同的阶段，在不同的媒体中创建和发布了创意内容，这些内容将推动观众的期待和对话能力。可以将其视为适用于现代媒体规则和可能性的良好的旧奖励忠诚度计划。
偷偷摸摸的偷看
案例简介：Synopsis We were tasked with promoting the 4th series of Peaky Blinders on BBC Two. The marketing objectives were: 1) Reaffirm to 16-44s that BBC Two is the original home of Peaky Blinders (not Netflix) 2) Increase consolidated viewing figures to 4 million by making it a cult following 3) Make Birmingham fall in love again with their local heroes (the previous series saw disaffection from the Midlands as the plot moved away from the original setting) 4) Improve perceptions of BBC Drama among 16-44s 5) Increase the amount of female viewers Strategy Based on consumer research, we knew that our audience love the sense of exclusivity and immersing themselves in the world of shows. The strategy was to go big locally (Birmingham) to both solidify the show’s standing in its heartland, and create FOMO elsewhere around the country. We know our audience favour Facebook and Twitter so prioritised these two social platforms to amplify the message to the four corners of the country. We carefully staggered the different stages of the campaign, in a series of innovative firsts for the BBC. Outcome - Ticket applications for Sneaky Peak Live: 230x capacity - The BBC’s most popular cinemagraphs: 620k views - Exclusive release of the first 2 minutes of Ep 1: 2.2m views - Influencer Sneaky Peaks: 2.9m views - Episode 1 trended #1 on Google, Twitter, Facebook. - The only drama to feature is the top 10 UK programmes on Twitter - The launch trail is the BBC’s most viral ever: 15 million views online - Total video views across Twitter and Facebook: 30 million - Rebalanced the series gender split: 53% male / 47% female - Largest audience for Peaky Blinders ever: 6.5m - The BBC’s most successful drama campaign ever - The UK’s most successful drama campaign of 2017 Execution A message from the show’s creator during the Birmingham-Aston Villa derby announced to 45,000 fans - Sneaky Peak 1, recreating the iconic Garrison Tavern in Birmingham. The BBC’s first immersive experience, it enabled local fans to explore the world of Peaky Blinders and meet the entire cast. Fans around the country engaged and interacted via two Facebook Lives. Our second Sneaky Peak premiered the launch trail online. Sneaky Peak 3 was another first - the exclusive release of the first 2 minutes of the episode 1. The fourth Sneaky Peak was a series cinemagraphs, teasing new characters from series 4. Finally the last batch of Sneaky Peaks were social films recorded and shown after each episode. Famous fans and influencers, with over 25 million social followers, were given access to the episodes. They replied to their favourite social comments and shared their own personal Sneaky Peak from the next episode. CampaignDescription We created Sneaky Peak. The campaign idea is to offer unique and exclusive peeks into the world of Peaky Blinders. Over 8 weeks, we created and released at different stages, and across different media, creative content that would drive anticipation and talk-ability among our audience. Think of it like a good old reward loyalty scheme applied to the rules and possibilities of modern-day media.
Sneaky Peek
案例简介：概要 我们的任务是在BBC 2上宣传第四季的Peaky Blinders。营销目标是: 1) 向16-44年代重申BBC 2是Peaky Blinders (不是Netflix) 的原始住所2) 通过将其作为邪教而将综合收视率提高到400万3) 让伯明翰再次爱上他们的当地英雄 (上一个系列将中部地区的不满视为情节远离原始设置) 4) 改善16-44年代对BBC戏剧的看法5) 增加女性观众数量 战略 根据消费者研究，我们知道我们的观众喜欢排他性的感觉，并沉浸在表演世界中。该策略是在本地 (伯明翰) 做大，以巩固该节目在其中心地带的地位，并在全国其他地方创建FOMO。我们知道我们的受众更喜欢Facebook和Twitter，因此优先考虑这两个社交平台，以将信息放大到该国的四个角落。我们小心翼翼地错开了竞选的不同阶段，为BBC创造了一系列创新的第一。 结果 -偷偷摸摸的高峰直播门票应用: 230倍容量-英国广播公司最受欢迎的电影图片: 620万次观看-独家发布Ep 1的前2分钟: 2.2万次观看-影响者偷摸摸的高峰: 2.9万次观看-第1集在谷歌、推特、脸书上流行第一。-唯一的电视剧是Twitter上排名前10位的英国节目-启动路线是BBC有史以来最具病毒式的节目: 在线观看次数1500万次-Twitter和Facebook上的视频总观看次数: 3000万-重新平衡系列性别分裂: 53% 男性/47% 女性-Peaky Blinders有史以来最大的观众: 6.5m-BBC有史以来最成功的戏剧活动-英国最成功的戏剧活动2017年 执行 该节目的创作者在伯明翰-阿斯顿维拉德比 (Aston Villa derby) 向45,000粉丝宣布了一条消息-Sneaky Peak 1，在伯明翰重现了标志性的Garrison Tavern。英国广播公司 (BBC) 的首次沉浸式体验使当地粉丝能够探索Peaky Blinders的世界并与整个演员见面。全国各地的粉丝通过两个Facebook生活进行互动和互动。我们的第二个偷偷摸摸的高峰在网上首映了发射轨迹。Sneaky Peak 3是第1集的前2分钟的独家发行。第四个偷偷摸摸的高峰是一系列电影，戏弄了系列4中的新角色。最后，最后一批偷偷摸摸的山峰是每集之后录制和播放的社交电影。拥有2500万多名社交追随者的著名粉丝和有影响力的人可以访问这些剧集。他们回答了自己喜欢的社交评论，并在下一集中分享了自己的个人偷偷摸摸的高峰。 运动描述 我们创造了鬼鬼祟祟的山峰。竞选活动的想法是为Peaky Blinders的世界提供独特而独特的窥视。在8周的时间里，我们在不同的阶段，在不同的媒体中创建和发布了创意内容，这些内容将推动观众的期待和对话能力。可以将其视为适用于现代媒体规则和可能性的良好的旧奖励忠诚度计划。
Sneaky Peek
案例简介：Synopsis We were tasked with promoting the 4th series of Peaky Blinders on BBC Two. The marketing objectives were: 1) Reaffirm to 16-44s that BBC Two is the original home of Peaky Blinders (not Netflix) 2) Increase consolidated viewing figures to 4 million by making it a cult following 3) Make Birmingham fall in love again with their local heroes (the previous series saw disaffection from the Midlands as the plot moved away from the original setting) 4) Improve perceptions of BBC Drama among 16-44s 5) Increase the amount of female viewers Strategy Based on consumer research, we knew that our audience love the sense of exclusivity and immersing themselves in the world of shows. The strategy was to go big locally (Birmingham) to both solidify the show’s standing in its heartland, and create FOMO elsewhere around the country. We know our audience favour Facebook and Twitter so prioritised these two social platforms to amplify the message to the four corners of the country. We carefully staggered the different stages of the campaign, in a series of innovative firsts for the BBC. Outcome - Ticket applications for Sneaky Peak Live: 230x capacity - The BBC’s most popular cinemagraphs: 620k views - Exclusive release of the first 2 minutes of Ep 1: 2.2m views - Influencer Sneaky Peaks: 2.9m views - Episode 1 trended #1 on Google, Twitter, Facebook. - The only drama to feature is the top 10 UK programmes on Twitter - The launch trail is the BBC’s most viral ever: 15 million views online - Total video views across Twitter and Facebook: 30 million - Rebalanced the series gender split: 53% male / 47% female - Largest audience for Peaky Blinders ever: 6.5m - The BBC’s most successful drama campaign ever - The UK’s most successful drama campaign of 2017 Execution A message from the show’s creator during the Birmingham-Aston Villa derby announced to 45,000 fans - Sneaky Peak 1, recreating the iconic Garrison Tavern in Birmingham. The BBC’s first immersive experience, it enabled local fans to explore the world of Peaky Blinders and meet the entire cast. Fans around the country engaged and interacted via two Facebook Lives. Our second Sneaky Peak premiered the launch trail online. Sneaky Peak 3 was another first - the exclusive release of the first 2 minutes of the episode 1. The fourth Sneaky Peak was a series cinemagraphs, teasing new characters from series 4. Finally the last batch of Sneaky Peaks were social films recorded and shown after each episode. Famous fans and influencers, with over 25 million social followers, were given access to the episodes. They replied to their favourite social comments and shared their own personal Sneaky Peak from the next episode. CampaignDescription We created Sneaky Peak. The campaign idea is to offer unique and exclusive peeks into the world of Peaky Blinders. Over 8 weeks, we created and released at different stages, and across different media, creative content that would drive anticipation and talk-ability among our audience. Think of it like a good old reward loyalty scheme applied to the rules and possibilities of modern-day media.
偷偷摸摸的偷看
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Sneaky Peek
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