The Tastemaker Challenge|短视频|广告营销案例【ADGuider广告指南】

品酒师挑战

案例简介：喝蚕丝豆浆的原因是多方面的，但口味是谈论它的原因。味道是主观的。不同的人有不同的方式来描述它。在这次活动中，丝绸和进化局为社会团体创造了一个平台，以有趣和吸引人的方式定义了丝绸豆浆和丝绸冰镇拿铁的新口味。丝绸豆浆和丝绸冰镇拿铁的新口感不应该由品牌来定义，而是由饮用它的人来定义。因此，为了帮助他们将想法转化为可共享的内容，我们让消费者有机会为我们诠释这种品味。这是一种有趣的方式来庆祝我们的粉丝，而不要求他们很多。这就像通过在 Facebook 帖子上发表评论来描述味道一样简单。没有必要选择应用程序或标签。 Silk 每周选择一个粉丝描述，并根据用户提交的内容制作独特的内容。描述是根据它们的创意价值以及它们如何代表丝绸品牌来选择的。选择和制作的条目用于丝绸广告内容。激活在 4月底在 You Tube 上开始，光滑先生唱了一些粉丝写的关于 “两种伟大的新口味” 的颂歌。为你的灵魂光滑。"我们现在有三个很好的例子。《诱人的味蕾》是由范梅格 · 塔克写的，以我们的 “诠释舞者” 为特色，最近的一个地方是范维维安 · C。在接下来的几周里，Silk 将通过粉丝提交的精彩口味描述找到进一步的灵感，他们在 Facebook 上接受了 “品酒师挑战”。如果你有任何问题，或者需要更多的背景或对激活的了解，请大声喊叫。

品酒师挑战

案例简介：The reasons for drinking Silk Soymilk are many and varied, but taste is the reason to talk about it. Taste is subjective. Different people have different ways to describe it. In this campaign, Silk and Evolution Bureau created a platform for the social community to define the new great taste of Silk Soymilk and Silk Iced Latte in a fun and engaging way. The new smooth taste of Silk Soymilk and Silk Iced Latte shouldn't be defined by the brand, but by the people who drink it. So to help transform their thoughts into shareable content we've allowed our consumers the opportunity to interpret the taste for us. It’s a fun way to celebrate our fans without asking a lot of them. It’s as simple as describing the taste by commenting on a Facebook post. There’s no app or tab opt-in necessary. Silk selects one fan description per week, and produces unique content based on the user’s submission. Descriptions are chosen on their creative merit and how they represent the Silk brand. Selected and produced entries are used for Silk advertising content. The activation kicked off in late April on You Tube with Mr. Smooth singing a few fan-written odes about "Two great new tastes. Smooth for your soul." We now have three great examples of the work posted. “Tantalizing Tastebuds,” was written by fan Meg Tucker and features our "Interpretive Dancer" and the most recent spot was written by fan Vivian C. Over the next few weeks, Silk will find further inspiration through fantastic, fan-submitted taste descriptions who take the "Tastemaker Challenge" on Facebook. Please holler if you have any questions or need more background or insight into the activation.