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伟大的纸飞机项目

案例简介：描述客户的简报皮马航空航天博物馆需要让更多的年轻人参观博物馆，并受到工程和航空的启发。所以我们决定做一些大的，幼稚的。我们建造并驾驶了一架巨大的 45 '纸飞机。这架飞机是基于一个 12 岁男孩的设计，他是我们为数百名孩子安排的纸飞机竞赛的获胜者。然后，当巨大的纸飞机被建造时，他咨询了工程师，命名为飞机，参加了一次试飞，并出席了伟大纸飞机的历史性飞行。描述促销如何从概念发展到实施这个想法很疯狂。从来没有做过。为了在基于捐赠的博物馆无偿预算中实现这样的事情，我们需要狡猾。因此，我们获得了世界著名工程师的帮助，并获得了一名投掷纸飞机世界冠军的帮助。我们接触过的关于这个项目的每个人都想帮忙，因为它把孩子带了出来!经过几个月的规划、建造和测试，我们把我们 45 '的飞机带到空中，拍摄下来，然后它就飞了。当我们开始把视频上传到网上时，公众注意到了。描述客户和消费者的成功促销，包括一些可量化的结果: 在发射我们历史性的 45 '飞机后的 3 周内，我们能够获得超过 123 的媒体印象，包括 225 个独特的新闻媒体，我们的故事在 9 个不同的国家被报道。在一个月内，我们获得了 53,310 个独特的网站访问者 -- 该网站平均有 1,500 个独特的访问者 -- 预告视频获得了超过 861,000 的浏览量。我们真正的成功是在一个名为 DOGO news 的儿童博客中获得的。孩子们继续阅读并留下评论，比如 “我希望我能做一个。我的意思是那太酷了!“-rnstata。解释为什么促销方法与产品或服务最相关我们想加强博物馆对航空方法的重视。因为我们不能让每个孩子都 B-29，所以我们做了下一件最好的事情 -- 在博物馆的主机库举办一场纸飞机比赛。但是为了吸引可能对航空不感兴趣的父母和他们的孩子的注意力，我们需要做一些更大的事情来让博物馆出现在地图上。就在那时，我们决定纸飞机比赛的获胜者将根据他们的获奖设计，松散地帮助建造一架 45 '巨型纸飞机。

伟大的纸飞机项目

案例简介：Describe the brief from the client The Pima Air & Space Museum needed to get more young people to visit the museum and be inspired by engineering and aviation. So we decided to do something big, and childish. We built and flew a giant 45’ paper aeroplane. The plane was loosely based on the design of a twelve year-old boy, the winner of a paper aeroplane contest we had arranged for hundreds of kids. He then consulted with engineers as the giant paper aeroplane was constructed, named the plane, attended a test flight, and was present for the historic flight of The Great Paper Airplane. Describe how the promotion developed from concept to implementation This idea was crazy. It'd never been done. And to pull something like this off on a museum's pro-bono budget based on donations, we needed to be crafty. So we enlisted the help of world renowned engineers and a paper aeroplane-throwing world champion to help us. Everyone we approached about the project wanted to help because it brought out the kid in them! After months of planning, building and testing, we took our 45’ plane into the air, filmed it, and it flew. When we started putting the footage up on the web, the public took notice. Describe the success of the promotion with both client and consumer including some quantifiable results: Within 3 weeks of launching our historic 45' plane, we were able to achieve over 123m media impressions, including 225 unique news outlets and our story was picked up in 9 different countries. In 1 month we garnered 53,310 unique website visitors – the site has consistently averaged at 1,500 unique visitors – and the teaser video got over 861,000 views. Our real success was felt when we were picked up by a children's blog called DOGO news. Kids continue to read and leave comments such as "I wish I could make one. I mean that is just so super cool!" – rnstata. Explain why the method of promotion was most relevant to the product or service We wanted to reinforce the museum’s hands’ on aviation approach. Because we couldn’t take up every child in a B-29, we did the next best thing – host a paper aeroplane competition in the main hangar of the museum. But in order to capture the attention of parents and their children who might not already be interested in aviation, we needed to do something bigger to get the museum on the map. That’s when we decided that the winner of the paper aeroplane competition would get to help build a 45’ giant paper aeroplane loosely based on their winning design.