Give Extra, Get Extra|短视频|广告营销案例【ADGuider广告指南】

给额外的，得到额外的

案例简介：结果该活动产生了 13亿多个印象。《莎拉和胡安的故事》获得了 1.1亿多次观看，其中 4000万次是在前 48 小时内观看的。它被分享了 140万次，成为一个热门话题，成为世界各地的头条新闻，被欺骗了几次，并被 YouTube 评为年度五大标志性广告之一。超过千件独特的包装艺术被创造出来并与消费者分享。在活动发起后，Extra 连续 25 周成为最畅销的口香糖品牌。概要 Extra gum 已经成为该类别中最大的品牌之一，占据了商店收银台，有各种口味。但是尽管它的规模很大，这个品牌缺乏明确的意义，销售额也在下降。执行它从网上开始，一个爱情故事给我们的包装带来了新的意义。我们的电影《莎拉和胡安的故事》表明，即使是生活中最有意义的联系也可以来自分享一块口香糖这样小的东西。然后，我们通过现场艺术家、社交媒体平台和技术的结合，积极吸引消费者，设计了一种将人们在网上分享的时刻变成美丽的手绘包装艺术的方法, 在实时。消费者所要做的就是用我们的标签标记一张照片: # GiveExtraGetExtra。独特的艺术品展示在 GiveExtraGetExtra.com 的互动画廊中，消费者自豪地在他们的社交网络上分享它们 -- 以真正有意义的方式在数百万人面前展示我们的包装。活动描述我们把产品中最小的、最一次性的部分 -- 包装 -- 变成了一种新的媒介，让品牌能够与消费者联系，人们能够相互联系。战略我们没有遵循类别惯例，用功能性产品信息向人们展示，而是寻求用强大的故事来赢得人们的心，为品牌注入新的含义。简而言之，我们希望人们爱上额外的口香糖。

给额外的，得到额外的

案例简介：Outcome The campaign generated more than 1.3 billion impressions. "The Story of Sarah and Juan" received more than 110 million views, 40 million of which came in the first 48 hours. It was shared 1.4 million times, became a trending topic, made headlines around the world, got spoofed a few times, and was named one of the top 5 iconic ads of the year by YouTube.Over a thousand unique pieces of wrapper art were created and shared back with consumers. After the campaign launched Extra was the top-selling gum brand for 25 weeks in a row. Synopsis Extra gum had become one of the biggest brands in the category, dominating store checkout lanes with a myriad of flavors. But despite its size, the brand lacked a clear meaning and sales were declining. Execution It started online, with a love story that gave new meaning to our wrappers. Our film, "The Story of Sarah and Juan," showed that even the most meaningful connections in life can come from something as small as sharing a piece of gum. Then we actively engaged consumers through a combination of live artists, social media platforms, and technology, devising a way to turn the moments people were sharing online into beautiful hand-drawn wrapper art, in real time. All consumers had to do was tag a photo with our hashtag: #GiveExtraGetExtra. The unique pieces of art were displayed in an interactive gallery at GiveExtraGetExtra.com and consumers proudly shared them across their social networks — getting our wrapper in front of millions of people in a truly meaningful way. Campaign Description We turned the smallest, most disposable part of our product – the wrapper – into a new medium that allowed the brand to connect with consumers, and people to connect with each other. Strategy Rather than follow category convention, playing to people’s heads with functional product messaging, we sought out to win over people’s hearts with powerful storytelling that would infuse the brand with new meaning. Simply put, we wanted people to fall in love with Extra gum.