TRUE ORIGINS OF PIZZA|短视频|广告营销案例【ADGuider广告指南】

披萨的真正起源

案例简介：描述活动/条目我们的活动针对美国和韩国的决斗观众。公司正在美国试验品牌内容，但通常以公开的方式，将内容明确标记为营销材料。由于我们的品牌还没有在美国建立，我们首先想讲述一个有趣的故事，让消费者以自然的方式发现品牌的参与。另一方面，品牌内容在韩国还不是一种常见的营销方式; 尤其是使用复杂的故事讲述和微妙的品牌参与的内容。我们有机会让我们在韩国的观众大吃一惊，在韩国，零售广告占主导地位，展示产品镜头和微笑的名人。结果比萨先生是韩国最大的比萨连锁店，该公司计划进一步拓展美国市场。我们的目标是让从未听说过该品牌或可能从未考虑过亚洲比萨公司的美国观众产生意识和嗡嗡声。我们还想利用该品牌在美国的任何嗡嗡声和兴奋来改善该连锁店在韩国的进步形象。我们决定创建一个复杂的讽刺运动，让美国和韩国的观众开心和娱乐，并创建一个整合的社会生态系统，让观众通过多个接触点参与故事。我们的在线纪录片探索了一个虚构的理论，即比萨是在韩国发明的，13世纪被意大利探险家马可·波罗偷走了。为了增加真实性，我们发明了一个假历史学家，一个考古学家，一个食品专家，一个佛教学者，一首古老的民歌，一个阴谋论博客，一个中国大使, 我们甚至包括比萨先生的实际首席执行官。街头海报、二维码贴纸和抗议标志首先让观众上网。然后我们的阴谋论博客引导观众到我们的假制作公司和纪录片。我们的博客作者在推特上发了个性，接触了其他阴谋论博客，甚至创建了一家出售抗议 t恤的网上商店。这部电影在脸谱网、推特和其他社交网站上被广泛分享。它被新闻、文化和美食网站，如华尔街日报、纽约杂志、《食客》、《吞噬》、《华盛顿邮报》和《每日什么》以及国际电视新闻等收集。随着浏览量的增长，YouTube 评论部分的辩论变得激烈，这部纪录片被独立翻译成日文和中文，并进一步传播。观众首先通过游击活动和疯狂的帖子被我们的纪录片吸引。我们的海报、 t恤、贴纸和抗议标志包含神秘的图像和二维码，引导观众在线。我们的阴谋论博客作者还通过博客帖子和推特在链接到竞选之前建立了一个观众。一个视频分发合作伙伴帮助在网站、博客和编辑渠道上播下纪录片的种子，提高人们的认识和嗡嗡声。这部纪录片的有趣和挑衅性确保了它立即在社交网络中广泛分享，并被食品、文化和新闻网站接收。国际电视新闻也报道了这个故事，这给内容带来了更广泛的观众。这部纪录片走红了，观看次数高达 2.2 次。它因其复杂的讽刺手法和对细节的关注而受到赞扬，这在这一类中是罕见的。新闻、饮食和文化博客报道了这个故事，以及主流报纸和电视新闻。维多利亚大学的一位社会学家写了一篇 9,000 字的文章，分析了这场运动中的文化细微差别和潜台词，并在加拿大学校的教科书中出现。因为这部纪录片模仿了韩国历史和韩国与邻国有时紧张的关系，一场巨大的在线辩论开始了。成千上万的热情的评论和博客文章是关于韩国的民族身份，有争议的历史和讽刺在韩国幽默中的作用。该活动获得了价值 200 万美元的无偿媒体，给客户 1600% 的投资回报。

披萨的真正起源

案例简介：Describe the campaign/entry Our campaign targeted duel audiences in both the United States and Korea. Companies are experimenting with branded content in the US, but often in an overt way, clearly marking the content as marketing material. As our brand wasn’t established in the US yet, we wanted to tell an entertaining story first and foremost, and let consumers discover the brand’s involvement in a natural way. On the other hand, branded content is not yet a common marketing approach in Korea; especially content that uses sophisticated storytelling with subtle brand involvement. We had an opportunity to surprise our audience in Korea, where this category is dominated by retail ads, featuring product shots and smiling celebrities. Results Mr Pizza is Korea’s largest pizza chain, and it had plans to further expand into the US market. Our aim was to generate awareness and buzz with a US audience that had never heard of the brand or likely ever considered a pizza company from Asia. We also wanted to leverage any buzz and excitement around the brand in America to improve the chain’s progressive image back in Korea. We decided to create a sophisticated satirical campaign that would amuse and entertain audiences in both the US and Korea, and an integrated social ecosystem to engage viewers in the story across multiple touch points. Our online documentary explored a made-up theory that pizza was invented in Korea, and stolen by the Italian explorer Marco Polo in the 13th century. To add authenticity, we invented a fake historian, an archaeologist, a food expert, a Buddhist scholar, an ancient folk song, a conspiracy theory blogger, a Chinese ambassador, and we even included the actual CEO of Mr Pizza. Street posters, QR Code stickers and protest signs first drove the audience online. Then our conspiracy theory blogger led the audience to our fake production company and the documentary. Our blogger tweeted in character, reached out to other conspiracy theory blogs and even created an online store selling protest t-shirts. The film was shared widely across Facebook, Twitter and other social sites. It was picked up by news, culture and food sites like the Wall St. Journal, New York Magazine, Eater, Devour, The Washington Post and the Daily What, as well as International TV news. As views grew and grew, the debate in the comments section of YouTube became fierce, and the documentary was independently translated into Japanese and Chinese, and spread even further. The audience was first drawn to our documentary through guerrilla activity and wild postings. Our posters, t-shirts, stickers and protest signs contained cryptic images and QR Codes that led the audience online. Our conspiracy theory blogger also built up an audience through blog posts and tweets before linking to the campaign. A video distribution partner helped to seed the documentary across websites, blogs, and editorial outlets, building awareness and buzz. The amusing and provocative nature of the documentary ensured that it was immediately shared widely across social networks and was picked up by food, culture and news sites. International TV news also picked up the story, which brought an even wider audience to the content. The documentary went viral, clocking up 2.2m views. It was praised for its sophisticated satirical approach and attention to detail, a rarity in this category. News, food and culture blogs covered the story, as well as mainstream newspapers and TV news. A sociologist at Victoria University wrote a 9,000-word piece analysing the cultural nuance and subtext in the campaign, and it’s being featured in a Canadian school textbook. Because the documentary parodied aspects of Korean history and Korea’s sometimes-tense relationship with its neighbours, a huge online debate was started. Thousands of passionate comments and blog posts were made about Korean national identity, disputed history and the role of satire in Korean humour. The campaign earned $2m worth of unpaid media, giving the client a 1600% return on their investment.