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北极家园
案例简介：2013年2月28日，我们在丹麦发起了北极家园运动，这是可口可乐和世界野生动物基金会 (WWF) 的伙伴关系。以 Facebook 为驱动力，目标是提高人们对北极北极熊面临的日益恶化的环境条件的认识。 我们创建了一个定制的 Facebook 应用程序，让粉丝们有机会控制北极熊家族两吨重的冰雕的温度。在 2月28日至 3 月 2 日之间的 60 个小时里，粉丝们可以观看位于哥本哈根天文馆前的北极熊雕塑的现场直播。 温度从 0 摄氏度开始，每 6 小时上升 1 度。为了降低温度，风扇需要点击应用程序中的 Like 或 share 按钮。每 1,000 次相互作用，温度就会降低一摄氏度。 为了进一步传达信息，我们使用了 Facebook 页面发布广告和赞助故事的组合。我们还整合了强大的公关活动、非付费博客、 “走向阿吉奇” IMAX 电影的独家放映活动以及利益相关者伙伴关系。 该活动运作良好，因为它整合了在线和离线渠道。我们能够为我们的 Facebook 社区提供影响和改变现实世界中发生的事情的机会。整个竞选信息也唤起了目标群体的不同情绪。激活利用了现实世界的后果，表明如果不采取任何措施来帮助改善北极，那么北极熊将会慢慢消失。 通过使用在线媒体伙伴关系和社交广告，以及激活博客作者，我们能够在 60 小时的活动期间接触到大量的人并提高认识。结合强大的传统公关活动，并最终为利益相关者和其他有影响力的人举办活动，信息传播得更远，深入到那些转向其他类型信息渠道的人。 活动结果: 在 60 小时的活动期间，35,266 人与北极家庭 Facebook 标签互动 10,337 人喜欢并分享了这条信息在其他在线和离线媒体的广泛报道国际广播欧洲数百万人的新闻可口可乐粉丝分享和谈论 对世界自然基金会的捐款增加了 70%。最后，北极熊一家保持冷静，并获救了。
北极家园
案例简介：On February 28, 2013, we launched the Arctic Home campaign in Denmark, which is a partnership between Coca-Cola and the World Wildlife Fund (WWF). With Facebook as a driver, the goal was to raise awareness about the deteriorating environmental conditions that polar bears in the Arctic are facing. We created a customized Facebook app that gave fans an opportunity to control the temperature of a two-ton ice sculpture of a polar bear family. For 60 hours between February 28-March 2, fans could watch a live stream of the polar bear sculpture, which was placed in front of The Planetarium in Copenhagen. The temperature, which started at 0 degrees Celsius, would rise one degree every six hours. To decrease the temperature, fans needed to click on Like or share buttons in the application. For every 1,000 interactions, the temperature would be lowered by one degree Celsius. To get the message out further, we used a combination of Facebook Page post ads and sponsored stories. We also incorporated a strong PR campaign, non-paid bloggers, an exclusive screening event of the 'To the Arctic' IMAX film, and stakeholder partnerships. The campaign worked well because it integrated online and offline channels. We were able provide our Facebook community with the chance to influence and make a difference to something that was happening in the real world. The overall campaign message also evoke different emotions in the target group. The activation leveraged real world consequences, showing that if nothing is done to help improve the Arctic, then the polar bears will slowly disappear. By using online media partnerships and social ads, as well as activating bloggers, we were able to reach a large number of people and raise awareness during the 60-hour campaign period. Combined with a strong traditional PR campaign, and culminating in an event for stakeholders and other influential persons, the message spread even further, reaching those who turn towards other types of information channels. The campaign results: • 35,266 people interacted with the Arctic Home Facebook tab over the 60-hour campaign period• 10,337 people liked and shared the message• extensive coverage in other online and offline media• it was broadcast by international news to millions throughout Europe• shared and talked about by Coca-Cola fans Donations to the WWF increased 70%. And in the end, the polar bear family was kept cool and was saved.
Arctic Home
案例简介：2013年2月28日，我们在丹麦发起了北极家园运动，这是可口可乐和世界野生动物基金会 (WWF) 的伙伴关系。以 Facebook 为驱动力，目标是提高人们对北极北极熊面临的日益恶化的环境条件的认识。 我们创建了一个定制的 Facebook 应用程序，让粉丝们有机会控制北极熊家族两吨重的冰雕的温度。在 2月28日至 3 月 2 日之间的 60 个小时里，粉丝们可以观看位于哥本哈根天文馆前的北极熊雕塑的现场直播。 温度从 0 摄氏度开始，每 6 小时上升 1 度。为了降低温度，风扇需要点击应用程序中的 Like 或 share 按钮。每 1,000 次相互作用，温度就会降低一摄氏度。 为了进一步传达信息，我们使用了 Facebook 页面发布广告和赞助故事的组合。我们还整合了强大的公关活动、非付费博客、 “走向阿吉奇” IMAX 电影的独家放映活动以及利益相关者伙伴关系。 该活动运作良好，因为它整合了在线和离线渠道。我们能够为我们的 Facebook 社区提供影响和改变现实世界中发生的事情的机会。整个竞选信息也唤起了目标群体的不同情绪。激活利用了现实世界的后果，表明如果不采取任何措施来帮助改善北极，那么北极熊将会慢慢消失。 通过使用在线媒体伙伴关系和社交广告，以及激活博客作者，我们能够在 60 小时的活动期间接触到大量的人并提高认识。结合强大的传统公关活动，并最终为利益相关者和其他有影响力的人举办活动，信息传播得更远，深入到那些转向其他类型信息渠道的人。 活动结果: 在 60 小时的活动期间，35,266 人与北极家庭 Facebook 标签互动 10,337 人喜欢并分享了这条信息在其他在线和离线媒体的广泛报道国际广播欧洲数百万人的新闻可口可乐粉丝分享和谈论 对世界自然基金会的捐款增加了 70%。最后，北极熊一家保持冷静，并获救了。
Arctic Home
案例简介：On February 28, 2013, we launched the Arctic Home campaign in Denmark, which is a partnership between Coca-Cola and the World Wildlife Fund (WWF). With Facebook as a driver, the goal was to raise awareness about the deteriorating environmental conditions that polar bears in the Arctic are facing. We created a customized Facebook app that gave fans an opportunity to control the temperature of a two-ton ice sculpture of a polar bear family. For 60 hours between February 28-March 2, fans could watch a live stream of the polar bear sculpture, which was placed in front of The Planetarium in Copenhagen. The temperature, which started at 0 degrees Celsius, would rise one degree every six hours. To decrease the temperature, fans needed to click on Like or share buttons in the application. For every 1,000 interactions, the temperature would be lowered by one degree Celsius. To get the message out further, we used a combination of Facebook Page post ads and sponsored stories. We also incorporated a strong PR campaign, non-paid bloggers, an exclusive screening event of the 'To the Arctic' IMAX film, and stakeholder partnerships. The campaign worked well because it integrated online and offline channels. We were able provide our Facebook community with the chance to influence and make a difference to something that was happening in the real world. The overall campaign message also evoke different emotions in the target group. The activation leveraged real world consequences, showing that if nothing is done to help improve the Arctic, then the polar bears will slowly disappear. By using online media partnerships and social ads, as well as activating bloggers, we were able to reach a large number of people and raise awareness during the 60-hour campaign period. Combined with a strong traditional PR campaign, and culminating in an event for stakeholders and other influential persons, the message spread even further, reaching those who turn towards other types of information channels. The campaign results: • 35,266 people interacted with the Arctic Home Facebook tab over the 60-hour campaign period• 10,337 people liked and shared the message• extensive coverage in other online and offline media• it was broadcast by international news to millions throughout Europe• shared and talked about by Coca-Cola fans Donations to the WWF increased 70%. And in the end, the polar bear family was kept cool and was saved.
北极家园
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Arctic Home
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基本信息
- 广告战役： #Arctic Home#
- 广告品牌： 可口可乐
- 发布日期： 2013-02-01
- 行业领域： 饮品/饮料/冲饮 , 饮食/特产
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
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