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Twitter诱饵
案例简介：为什么这项工作与品牌体验和激活相关？ 在社交方面，汉堡王就是创造社交眼镜作为激活，让它的追随者和其他用户有机会以新的方式与品牌互动。这种激活是专门为吸引我们的受众而设计的，这是其他品牌或竞争对手以前在社交领域没有做过的，为我们的受众提供了另一种以积极的方式体验和谈论品牌的方式。 背景 汉堡王2010年没有发布漏斗蛋糕薯条，但在案卷上放了这个零食，以重新启动2019年。幸运的是，“10年挑战” 恰好是我们18至24岁目标受众的最新病毒式趋势，这让我们有了制作自己版本的想法，但有一个转折。因此，我们创建的简短内容是如何以大胆，社交优先的方式首次2010年重新推出漏斗蛋糕薯条，目的是围绕这种现代经典菜单产品产生大量有机嗡嗡声。 描述创意 (投票20%) 为了2010年首次重新推出汉堡王的漏斗蛋糕薯条，我们承诺了最终的社会罪恶-喜欢人们在Twitter和Instagram上的旧帖子。但我们不喜欢任何旧帖子; 他们2010年是有影响力的帖子。我们知道这一举动的随机性和怪异性质甚至会让最精明的社交用户和影响者感到困惑，并给他们一个值得发布的通知。通过准确预测他们的反应，我们能够将社交行为转变为一种启动策略，欺骗了一些最有影响力的社交偶像，帮助我们为重新推出漏斗蛋糕薯条奠定了基础。最终，我们影响了影响者。 描述策略 (投票20%) 关于喜欢某人的旧帖子，有一个不成文的社交媒体规则。简而言之，这是禁忌，尤其是对于我们18至24岁的观众而言。当你喜欢某人的旧帖子时，这表明你是一个讨厌鬼，“潜伏” 在他们的旧东西上。尽管社交媒体仅仅通过其设计来促进这种潜伏的行为，但喜欢某人的旧帖子从来都不是一件好事。了解了这个社会真相，我们看到了如果汉堡王随机开始喜欢他们的旧帖子，它将如何引起有影响力的2010年的真实反应。 描述执行情况 (投票30%) 在该产品的餐厅首次亮相之前的几天里，我们通过喜欢有影响力的人在Twitter和Instagram上2010年的旧帖子来预先启动该活动。一旦像JoJo、Kreashawn和Casey Neistat这样的有影响力的人开始接受诱饵并发布相关信息，我们就在第二天发布了我们的产品发布推文，让每个人都知道此举背后的原因 -- 2010年第一次带回漏斗蛋糕薯条。 在Casey Neistat发现我们为什么喜欢旧帖子之后，他发布了一个YouTube视频，谈论我们所做的事情。在他的视频中，他要求我们把事情做好，并可能帮助他最喜欢的慈善机构。我们有义务。我们向他支持的两个慈善机构捐款，并向他的粉丝群免费赠送了Whoppers。我们通过在24小时内创建一个促销网站来实现这一目标，并向参加活动的人发送礼品卡。 列出结果 (投票30%) 有了喜欢旧帖子的简单想法，汉堡王就能够重新推出漏斗蛋糕薯条，从而使互联网对汉堡王的最新举动和产品产生了嗡嗡声。 • 5.32亿总印象 • 532万美元的收入媒体 • 389% 增加品牌活动对话
Twitter诱饵
案例简介：Why is this work relevant for Brand Experience & Activation? On social, Burger King is all about creating social spectacles as activations that give its followers and other users alike the chance to interact with the brand in new ways. This activation was specifically designed to engage our audience in a way that no other brand or competitor had done before in the social space, giving our audience another way to experience and talk about the brand in a positive way. Background Burger King hadn’t released Funnel Cake Fries since 2010 but had this snackable item on the docket to relaunch in 2019. Fortunately, the “10-Year-Challenge” just so happened to be the latest viral trend among our target audience of 18 to 24-year-olds, which gave us the idea to do our own version, but with a twist. So the brief we created was how we could relaunch Funnel Cake Fries for the first time since 2010 in a bold, social-first way with the objective of generating a ton of organic buzz around this modern classic menu offering. Describe the creative idea (20% of vote) To relaunch Burger King’s Funnel Cake Fries for the first time since 2010, we committed the ultimate social sin—liking people’s old posts on Twitter and Instagram. But we didn’t like just any old posts; they were influencers’ posts from 2010. We knew the randomness and bizarre nature of this move would perplex even the savviest social users and influencers, and give them a notification worth posting about. By accurately predicting how they would respond, we were able to turn a social behavior into a launch tactic that tricked some of the most influential social icons into helping us set the stage for the relaunch of Funnel Cake Fries. Ultimately, we influenced the influencers. Describe the strategy (20% of vote) There’s an unwritten social media rule around liking someone’s old posts. To put it simply, it’s taboo, especially with our 18 to 24-year-old audience. When you like someone’s old posts, it suggests that you’re being a creep and “lurking” on their old stuff. Even though social media promotes this lurking behavior simply by its design, it’s never a good look to like someone’s old posts. Knowing this social truth, we saw how it could generate real reactions from influencers if Burger King randomly began liking their old posts from 2010. Describe the execution (30% of vote) In the days leading up to the product’s restaurant debut, we prelaunched the campaign by liking influencers’ old posts from 2010 on Twitter and Instagram. Once influencers like JoJo, Kreashawn, and Casey Neistat started taking the bait and posting about it, we posted our product launch tweet the next day, letting everyone know the reason behind the move—to bring back Funnel Cake Fries for the first time since 2010. After Casey Neistat found out why we were liking old posts, he released a YouTube video talking about what we had done. In his video, he asked us to make things right and possibly help out his favorite charities. We obliged. We made a donation to two charities he supports and gave away free Whoppers to his fan base. We fulfilled this by creating a promo website in 24 hours hours, and sending gift cards to those who participated. List the results (30% of vote) With this simple idea of liking old posts, Burger King was able to relaunch Funnel Cake Fries in a way that got the Internet buzzing about Burger King’s latest move and product. • 532 million total impressions • $5.32 million in earned media • 389% increase in brand campaign conversation
Twitter Bait
案例简介：为什么这项工作与品牌体验和激活相关？ 在社交方面，汉堡王就是创造社交眼镜作为激活，让它的追随者和其他用户有机会以新的方式与品牌互动。这种激活是专门为吸引我们的受众而设计的，这是其他品牌或竞争对手以前在社交领域没有做过的，为我们的受众提供了另一种以积极的方式体验和谈论品牌的方式。 背景 汉堡王2010年没有发布漏斗蛋糕薯条，但在案卷上放了这个零食，以重新启动2019年。幸运的是，“10年挑战” 恰好是我们18至24岁目标受众的最新病毒式趋势，这让我们有了制作自己版本的想法，但有一个转折。因此，我们创建的简短内容是如何以大胆，社交优先的方式首次2010年重新推出漏斗蛋糕薯条，目的是围绕这种现代经典菜单产品产生大量有机嗡嗡声。 描述创意 (投票20%) 为了2010年首次重新推出汉堡王的漏斗蛋糕薯条，我们承诺了最终的社会罪恶-喜欢人们在Twitter和Instagram上的旧帖子。但我们不喜欢任何旧帖子; 他们2010年是有影响力的帖子。我们知道这一举动的随机性和怪异性质甚至会让最精明的社交用户和影响者感到困惑，并给他们一个值得发布的通知。通过准确预测他们的反应，我们能够将社交行为转变为一种启动策略，欺骗了一些最有影响力的社交偶像，帮助我们为重新推出漏斗蛋糕薯条奠定了基础。最终，我们影响了影响者。 描述策略 (投票20%) 关于喜欢某人的旧帖子，有一个不成文的社交媒体规则。简而言之，这是禁忌，尤其是对于我们18至24岁的观众而言。当你喜欢某人的旧帖子时，这表明你是一个讨厌鬼，“潜伏” 在他们的旧东西上。尽管社交媒体仅仅通过其设计来促进这种潜伏的行为，但喜欢某人的旧帖子从来都不是一件好事。了解了这个社会真相，我们看到了如果汉堡王随机开始喜欢他们的旧帖子，它将如何引起有影响力的2010年的真实反应。 描述执行情况 (投票30%) 在该产品的餐厅首次亮相之前的几天里，我们通过喜欢有影响力的人在Twitter和Instagram上2010年的旧帖子来预先启动该活动。一旦像JoJo、Kreashawn和Casey Neistat这样的有影响力的人开始接受诱饵并发布相关信息，我们就在第二天发布了我们的产品发布推文，让每个人都知道此举背后的原因 -- 2010年第一次带回漏斗蛋糕薯条。 在Casey Neistat发现我们为什么喜欢旧帖子之后，他发布了一个YouTube视频，谈论我们所做的事情。在他的视频中，他要求我们把事情做好，并可能帮助他最喜欢的慈善机构。我们有义务。我们向他支持的两个慈善机构捐款，并向他的粉丝群免费赠送了Whoppers。我们通过在24小时内创建一个促销网站来实现这一目标，并向参加活动的人发送礼品卡。 列出结果 (投票30%) 有了喜欢旧帖子的简单想法，汉堡王就能够重新推出漏斗蛋糕薯条，从而使互联网对汉堡王的最新举动和产品产生了嗡嗡声。 • 5.32亿总印象 • 532万美元的收入媒体 • 389% 增加品牌活动对话
Twitter Bait
案例简介：Why is this work relevant for Brand Experience & Activation? On social, Burger King is all about creating social spectacles as activations that give its followers and other users alike the chance to interact with the brand in new ways. This activation was specifically designed to engage our audience in a way that no other brand or competitor had done before in the social space, giving our audience another way to experience and talk about the brand in a positive way. Background Burger King hadn’t released Funnel Cake Fries since 2010 but had this snackable item on the docket to relaunch in 2019. Fortunately, the “10-Year-Challenge” just so happened to be the latest viral trend among our target audience of 18 to 24-year-olds, which gave us the idea to do our own version, but with a twist. So the brief we created was how we could relaunch Funnel Cake Fries for the first time since 2010 in a bold, social-first way with the objective of generating a ton of organic buzz around this modern classic menu offering. Describe the creative idea (20% of vote) To relaunch Burger King’s Funnel Cake Fries for the first time since 2010, we committed the ultimate social sin—liking people’s old posts on Twitter and Instagram. But we didn’t like just any old posts; they were influencers’ posts from 2010. We knew the randomness and bizarre nature of this move would perplex even the savviest social users and influencers, and give them a notification worth posting about. By accurately predicting how they would respond, we were able to turn a social behavior into a launch tactic that tricked some of the most influential social icons into helping us set the stage for the relaunch of Funnel Cake Fries. Ultimately, we influenced the influencers. Describe the strategy (20% of vote) There’s an unwritten social media rule around liking someone’s old posts. To put it simply, it’s taboo, especially with our 18 to 24-year-old audience. When you like someone’s old posts, it suggests that you’re being a creep and “lurking” on their old stuff. Even though social media promotes this lurking behavior simply by its design, it’s never a good look to like someone’s old posts. Knowing this social truth, we saw how it could generate real reactions from influencers if Burger King randomly began liking their old posts from 2010. Describe the execution (30% of vote) In the days leading up to the product’s restaurant debut, we prelaunched the campaign by liking influencers’ old posts from 2010 on Twitter and Instagram. Once influencers like JoJo, Kreashawn, and Casey Neistat started taking the bait and posting about it, we posted our product launch tweet the next day, letting everyone know the reason behind the move—to bring back Funnel Cake Fries for the first time since 2010. After Casey Neistat found out why we were liking old posts, he released a YouTube video talking about what we had done. In his video, he asked us to make things right and possibly help out his favorite charities. We obliged. We made a donation to two charities he supports and gave away free Whoppers to his fan base. We fulfilled this by creating a promo website in 24 hours hours, and sending gift cards to those who participated. List the results (30% of vote) With this simple idea of liking old posts, Burger King was able to relaunch Funnel Cake Fries in a way that got the Internet buzzing about Burger King’s latest move and product. • 532 million total impressions • $5.32 million in earned media • 389% increase in brand campaign conversation
Twitter诱饵
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