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解释了很多
案例简介：背景 汉堡王 (Burger King) 长期以来一直困扰着竞争对手麦当劳 (McDonalds)。这是一种展示产品优势的方式，与所需的目标受众一起推动更具吸引力的语调-当然，还有一点乐趣。 有影响力的人已经成为营销中的流行语-品牌吸引了社交媒体明星来认可产品，以换取免费赠品和现金奖励。 我们通过火焰烧烤地球上最具标志性的音乐明星之一，并同时攻击我们的主要竞争对手，扭转了这一概念。 描述创意 (30% 的选票) 通常，当竞争对手受到超级巨星的公开爱时，您会退缩。咬紧牙关，让它们处理。 但不是汉堡王。 该品牌全力以赴，将潜在的公关头痛转化为2018年最大的社交激活… 当坎耶在推特上写道: “麦当劳是我最喜欢的餐厅” 时，我们用三个字就把他和我们的长期竞争对手都烤了。“解释了很多” 这说了一切，没有说太多。少则多，尤其是对我们的观众。 描述策略 (20% 的选票) 我们在社交上为汉堡王开发了一个基于受众的总体主张，该主张基于创建简单的反应; 我们希望我们的粉丝看到我们的内容并说 “是的，汉堡王!”。 是的，只有汉堡王才敢这么做。 是的，汉堡王了解我和我的世界。 是的-汉堡王是我的品牌。 我们知道听众如何通过社交收听节目观看Kanye West-他们喜欢他的音乐，但发现他的观点相当可疑。 通过以如此有争议的方式与这样一位标志性的名人玩耍-我们为与媒体和社交间的大规模互动和对话创造了条件。 描述执行 (20% 的选票) 激活是Twitter上的实时响应，并且100% 依赖于社交媒体和赚钱媒体的有机覆盖范围。 这是一个简单而强大的激活，实际上没有任何成本可以实现。 只需要自信一点勇敢和一些快速思考。 有了零付费媒体-汉堡王的推文，解释了很多，遍及全球-人们在社交媒体上分享、发推文和报道汉堡王。 我们在电视，印刷和在线媒体上获得了200多个已获得的媒体报道，包括《每日邮报》，《太阳报》，《福克斯新闻》在内的标题也加入了对话-与我们的千禧一代/Z世代观众NME，Esquire和Cosmo直接互动的标题也是如此。 这是一次真正的全球激活，覆盖范围遍及全球。 列出结果 (30% 的选票) 解释了很多成为有史以来品牌最喜欢的推文-实现了超过100万个赞! 所有对话都受到粉丝和媒体的100% 肯定。 以下是该活动的其他统计数据和来源。 -超过100万个赞 (来源Twitter) -有史以来最受欢迎的品牌推文。 -270K + 转发 (来源推特)-推动了倡导者的巨大影响力。 -180万次订婚 (消息来源Twitter) -展示了巨大的品牌热爱。 -4700万个Twitter印象 (来源Twitter) -显示真正受欢迎的对话规模。 -$5,935,076.00媒体价值 (Source Cision) -仅用三个字，这就是赚取的大量媒体。 -536,769,063媒体覆盖范围 (来源决定) -15亿印象 (来源) 全球粉丝对汉堡王的热爱几乎是普遍的积极情绪。
解释了很多
案例简介：Background Burger King has a longstanding history of trolling rival McDonalds. It is a way of showcasing product superiority, pushing a more engaging tone of voice with the desired target audience – and of course, having a little fun. Influencers have become the buzz word in marketing - with brands engaging social media stars to endorse products in return for freebies and cash incentives. We turned this concept on its head by flame grilling one of the most iconic music stars on the planet - and attacking our main rival at the same time. Describe the creative idea (30% of vote) Normally, when a competitor is given public love by a superstar you back off. Grit your teeth and leave them to it. But not Burger King. The brand went all in and transformed a potential PR headache into its biggest social activation of 2018… When Kanye tweeted “McDonalds is my favourite restaurant” – we flame grilled him and our longstanding rival with just three words…. “Explains a lot” This said everything without saying too much. Less is more especially with our audience. Describe the strategy (20% of vote) We developed an overarching audience-based proposition for Burger King on social that was based on creating a simple reaction; we wanted our fans to see our content and say “Yes Burger King!”. Yes, only Burger King would dare do this. Yes, Burger King understands me and my world. And Yes - Burger King is the brand for me. We knew how our audience was viewing Kanye West through a social listening programme – they loved his music but found his opinion fairly questionable. By playing with such an iconic celebrity in such a controversial way – we set the scene for huge levels of engagement and conversation with media and across social. Describe the execution (20% of vote) The activation was a real time response on Twitter and relied 100% on organic reach across both social and earned media. This was a simple yet powerful activation that cost literally nothing to achieve. All it took was confidence a little bravery and some quick thinking. With zero paid media – the Burger King tweet, Explains a lot, travelled across the globe – with people sharing, tweeting and reporting on Burger King across social media. We achieved over 200 pieces of earned media coverage across TV, print and online media with titles including The Daily Mail, The Sun, Fox News adding to the conversation – as did titles that directly engage with our millennial / Gen Z audiences NME, Esquire and Cosmo. This was a truly global activation with coverage secured across the world. List the results (30% of vote) Explains a lot became the most liked tweet by a brand of all time – achieving over 1 Million likes! All the conversation was 100% positive from fans and media alike. Included below are further stats and sources from the activity. - Over 1 Million likes (Source Twitter) – the most liked brand tweet of all time. - 270K+ retweets (Source Twitter) – driving a huge reach of advocates. - 1.8 Million engagements (Source Twitter) – demonstrating huge brand love. - 47 Million Twitter impressions (Source Twitter) - showing the size of the conversation that was truly popular. - $5,935,076.00 Media value (Source Cision) - from just three words, this was a colossal amount of earned media. - 536,769,063 Media reach (Source Cision) - 1.5 Billion impressions (Source Cision) And global fan love for Burger King with almost universal positive sentiment.
Explains a lot
案例简介：背景 汉堡王 (Burger King) 长期以来一直困扰着竞争对手麦当劳 (McDonalds)。这是一种展示产品优势的方式，与所需的目标受众一起推动更具吸引力的语调-当然，还有一点乐趣。 有影响力的人已经成为营销中的流行语-品牌吸引了社交媒体明星来认可产品，以换取免费赠品和现金奖励。 我们通过火焰烧烤地球上最具标志性的音乐明星之一，并同时攻击我们的主要竞争对手，扭转了这一概念。 描述创意 (30% 的选票) 通常，当竞争对手受到超级巨星的公开爱时，您会退缩。咬紧牙关，让它们处理。 但不是汉堡王。 该品牌全力以赴，将潜在的公关头痛转化为2018年最大的社交激活… 当坎耶在推特上写道: “麦当劳是我最喜欢的餐厅” 时，我们用三个字就把他和我们的长期竞争对手都烤了。“解释了很多” 这说了一切，没有说太多。少则多，尤其是对我们的观众。 描述策略 (20% 的选票) 我们在社交上为汉堡王开发了一个基于受众的总体主张，该主张基于创建简单的反应; 我们希望我们的粉丝看到我们的内容并说 “是的，汉堡王!”。 是的，只有汉堡王才敢这么做。 是的，汉堡王了解我和我的世界。 是的-汉堡王是我的品牌。 我们知道听众如何通过社交收听节目观看Kanye West-他们喜欢他的音乐，但发现他的观点相当可疑。 通过以如此有争议的方式与这样一位标志性的名人玩耍-我们为与媒体和社交间的大规模互动和对话创造了条件。 描述执行 (20% 的选票) 激活是Twitter上的实时响应，并且100% 依赖于社交媒体和赚钱媒体的有机覆盖范围。 这是一个简单而强大的激活，实际上没有任何成本可以实现。 只需要自信一点勇敢和一些快速思考。 有了零付费媒体-汉堡王的推文，解释了很多，遍及全球-人们在社交媒体上分享、发推文和报道汉堡王。 我们在电视，印刷和在线媒体上获得了200多个已获得的媒体报道，包括《每日邮报》，《太阳报》，《福克斯新闻》在内的标题也加入了对话-与我们的千禧一代/Z世代观众NME，Esquire和Cosmo直接互动的标题也是如此。 这是一次真正的全球激活，覆盖范围遍及全球。 列出结果 (30% 的选票) 解释了很多成为有史以来品牌最喜欢的推文-实现了超过100万个赞! 所有对话都受到粉丝和媒体的100% 肯定。 以下是该活动的其他统计数据和来源。 -超过100万个赞 (来源Twitter) -有史以来最受欢迎的品牌推文。 -270K + 转发 (来源推特)-推动了倡导者的巨大影响力。 -180万次订婚 (消息来源Twitter) -展示了巨大的品牌热爱。 -4700万个Twitter印象 (来源Twitter) -显示真正受欢迎的对话规模。 -$5,935,076.00媒体价值 (Source Cision) -仅用三个字，这就是赚取的大量媒体。 -536,769,063媒体覆盖范围 (来源决定) -15亿印象 (来源) 全球粉丝对汉堡王的热爱几乎是普遍的积极情绪。
Explains a lot
案例简介：Background Burger King has a longstanding history of trolling rival McDonalds. It is a way of showcasing product superiority, pushing a more engaging tone of voice with the desired target audience – and of course, having a little fun. Influencers have become the buzz word in marketing - with brands engaging social media stars to endorse products in return for freebies and cash incentives. We turned this concept on its head by flame grilling one of the most iconic music stars on the planet - and attacking our main rival at the same time. Describe the creative idea (30% of vote) Normally, when a competitor is given public love by a superstar you back off. Grit your teeth and leave them to it. But not Burger King. The brand went all in and transformed a potential PR headache into its biggest social activation of 2018… When Kanye tweeted “McDonalds is my favourite restaurant” – we flame grilled him and our longstanding rival with just three words…. “Explains a lot” This said everything without saying too much. Less is more especially with our audience. Describe the strategy (20% of vote) We developed an overarching audience-based proposition for Burger King on social that was based on creating a simple reaction; we wanted our fans to see our content and say “Yes Burger King!”. Yes, only Burger King would dare do this. Yes, Burger King understands me and my world. And Yes - Burger King is the brand for me. We knew how our audience was viewing Kanye West through a social listening programme – they loved his music but found his opinion fairly questionable. By playing with such an iconic celebrity in such a controversial way – we set the scene for huge levels of engagement and conversation with media and across social. Describe the execution (20% of vote) The activation was a real time response on Twitter and relied 100% on organic reach across both social and earned media. This was a simple yet powerful activation that cost literally nothing to achieve. All it took was confidence a little bravery and some quick thinking. With zero paid media – the Burger King tweet, Explains a lot, travelled across the globe – with people sharing, tweeting and reporting on Burger King across social media. We achieved over 200 pieces of earned media coverage across TV, print and online media with titles including The Daily Mail, The Sun, Fox News adding to the conversation – as did titles that directly engage with our millennial / Gen Z audiences NME, Esquire and Cosmo. This was a truly global activation with coverage secured across the world. List the results (30% of vote) Explains a lot became the most liked tweet by a brand of all time – achieving over 1 Million likes! All the conversation was 100% positive from fans and media alike. Included below are further stats and sources from the activity. - Over 1 Million likes (Source Twitter) – the most liked brand tweet of all time. - 270K+ retweets (Source Twitter) – driving a huge reach of advocates. - 1.8 Million engagements (Source Twitter) – demonstrating huge brand love. - 47 Million Twitter impressions (Source Twitter) - showing the size of the conversation that was truly popular. - $5,935,076.00 Media value (Source Cision) - from just three words, this was a colossal amount of earned media. - 536,769,063 Media reach (Source Cision) - 1.5 Billion impressions (Source Cision) And global fan love for Burger King with almost universal positive sentiment.
解释了很多
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