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玩桥
案例简介：执行 2 度让人们用他们的手机把奥克兰的海港大桥变成他们自己的同步灯光表演，这是他们选择的一首歌。链接到谷歌播放的人可以选择超过 2500万首曲目。2千米的 led灯照亮了奥克兰的天际线，在每条赛道上表演。它可以在网站上直播，或者你可以在手机上观看音乐直播。这座桥每周四、周五和周六晚上播放 6 周，照亮了港口。 结果 -超过 20,000 首歌曲请求。成千上万的人连续 6 个周末观看这座桥。 -6 个主要广播电台从桥上免费直播和商业节目。 -X Factor 从桥牌位置拍摄了一集特别节目。 -广泛的新闻报道 (电视、在线、报纸)-桥梁被播放、观看、播放,发了 550万多次推特，倾听和分享。这是奥克兰市人口的 4 倍。 战略 2degrees 是新西兰的挑战者手机公司 -- 当他们推出时，他们将通话和短信成本降低了 50%，其他人都不得不效仿。现在他们正在做市场上最慷慨的数据计划。他们的观点是 “我们使用手机的方式发生了巨大变化，现在是电信公司赶上的时候了”。他们开始展示我们今天使用手机的方式有多不同，这将吸引国家 -- 公众和媒体 -- 的想象力。他们开始为手机的潜力带来兴奋。
玩桥
案例简介：Execution 2degrees let people use their mobile phones to turn Auckland’s Harbour Bridge into their very own synchronised light show to a song of their choice. Linked to Google Play people could choose from over 25 million tracks. 2km of led lights lit up the Auckland skyline, performing to each track. It could be streamed live on the website, or you could watch it in person with the music streaming live on your mobile. The bridge played every Thursday, Friday and Saturday night for 6 weeks, lighting up the harbour. Outcome - Over 20,000 song requests.- Thousands turned out to watch the bridge for 6 weekends in a row.- 6 major radio stations streamed shows from the bridge live and commercial free.- X Factor filmed a special episode from the bridge location.- Widespread news coverage (TV, online, newspaper)- The bridge was played, viewed, streamed, tweeted, listened to and shared over 5.5 million times. That’s 4 times the population of Auckland City. Strategy 2degrees are New Zealand’s challenger mobile phone company – when they launched they cut the cost of calling and text by 50%, and everyone else had to follow. Now they’re doing the most generous data plans on the market. Their insight is “the we way we use mobiles has changed dramatically, it’s about time the telcos caught up”. They set out to demonstrate how differently we use our phones today in a way that would capture the imagination of the country – the public and the media alike. They set out to bring excitement to the potential of mobile.
Play The Bridge
案例简介：执行 2 度让人们用他们的手机把奥克兰的海港大桥变成他们自己的同步灯光表演，这是他们选择的一首歌。链接到谷歌播放的人可以选择超过 2500万首曲目。2千米的 led灯照亮了奥克兰的天际线，在每条赛道上表演。它可以在网站上直播，或者你可以在手机上观看音乐直播。这座桥每周四、周五和周六晚上播放 6 周，照亮了港口。 结果 -超过 20,000 首歌曲请求。成千上万的人连续 6 个周末观看这座桥。 -6 个主要广播电台从桥上免费直播和商业节目。 -X Factor 从桥牌位置拍摄了一集特别节目。 -广泛的新闻报道 (电视、在线、报纸)-桥梁被播放、观看、播放,发了 550万多次推特，倾听和分享。这是奥克兰市人口的 4 倍。 战略 2degrees 是新西兰的挑战者手机公司 -- 当他们推出时，他们将通话和短信成本降低了 50%，其他人都不得不效仿。现在他们正在做市场上最慷慨的数据计划。他们的观点是 “我们使用手机的方式发生了巨大变化，现在是电信公司赶上的时候了”。他们开始展示我们今天使用手机的方式有多不同，这将吸引国家 -- 公众和媒体 -- 的想象力。他们开始为手机的潜力带来兴奋。
Play The Bridge
案例简介：Execution 2degrees let people use their mobile phones to turn Auckland’s Harbour Bridge into their very own synchronised light show to a song of their choice. Linked to Google Play people could choose from over 25 million tracks. 2km of led lights lit up the Auckland skyline, performing to each track. It could be streamed live on the website, or you could watch it in person with the music streaming live on your mobile. The bridge played every Thursday, Friday and Saturday night for 6 weeks, lighting up the harbour. Outcome - Over 20,000 song requests.- Thousands turned out to watch the bridge for 6 weekends in a row.- 6 major radio stations streamed shows from the bridge live and commercial free.- X Factor filmed a special episode from the bridge location.- Widespread news coverage (TV, online, newspaper)- The bridge was played, viewed, streamed, tweeted, listened to and shared over 5.5 million times. That’s 4 times the population of Auckland City. Strategy 2degrees are New Zealand’s challenger mobile phone company – when they launched they cut the cost of calling and text by 50%, and everyone else had to follow. Now they’re doing the most generous data plans on the market. Their insight is “the we way we use mobiles has changed dramatically, it’s about time the telcos caught up”. They set out to demonstrate how differently we use our phones today in a way that would capture the imagination of the country – the public and the media alike. They set out to bring excitement to the potential of mobile.
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Play The Bridge
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