Taco Emoji Engine|短视频|广告营销案例【ADGuider广告指南】

Taco 表情符号引擎

案例简介：执行我们与全球 77 位艺术家合作，为所有 1,295 种可能的表情回复创建定制内容，为 taco 表情发布做好准备。是的，每一个表情符号都有回应: 所有的标志，所有 iOS 独有的表情符号，甚至自 1991年以来存在的表情符号都有回应。引擎不能被绊倒。Taco 表情符号引擎总是开着，总是闪电般快速。当你寻找 “玉米卷” 时，我们的回复甚至出现在推特的新 GIF 搜索按钮中。“现在拿出你的手机，发推特给一个玉米卷和另一个表情符号 @ TacoBell，自己看看。活动描述我们建立了 Taco 表情引擎，这是一个直接进入推特的互动平台。只要在 @ TacoBell 发一个 taco 表情符号和 1,295 个其他表情符号，就可以得到一个自定义图片或 GIF 混搭。概要在一个表情符号疯狂的世界里，我们注意到一个巨大的问题: 没有 taco 表情符号。所以塔可钟决定对此做些什么。我们开始了一个 Change.org 请愿书。它的工作。玉米卷表情符号很快将在全球 10亿多个屏幕上发布。所以现在我们面临着另一个挑战: 我们如何与我们的球迷一起庆祝这场胜利？我们将如何将 taco 表情符号巩固为 Taco Bell 的简写？结果那么 Taco 表情引擎怎么样了？结果: -我们 11/9 的发布日期推动了 Taco Bell 历史上比其他任何一天更多的品牌提及 -- 积极的品牌情绪创下了年度新高 -- 超过 798,000 次参与和计数 -- 达到顶峰,Taco 表情符号引擎有 1,466 个独特的用户, 谁用引擎平均玩了 38.46 次 -- 我们一半以上的回复被转发了 -- 一个人用引擎尝试了 373 表情符号组合 -- 220亿潜在印象总数战略使用社交倾听，我们看到了 157,000 多篇关于想要 Taco 表情符号的帖子，这激励我们在 2014年11月创建 Change.org 请愿书。我们最初的目标受众是 33,000 多人，他们签署了请愿书，并成长为包括任何拥有塔科表情符号和推特账户的人。计划于 2015年8月开始，引擎于 11月9日启动，总共进行了四周的计划和九周的资产生产。由于表情符号是一种通用语言，我们直接在推特上构建了 Taco 表情引擎，这样世界各地的 taco 爱好者都可以享受它。

Taco 表情符号引擎

案例简介：Execution We partnered with 77 artists worldwide to create custom content for all 1,295 possible emoji responses, to be ready for when the taco emoji was released. Yep, every single emoji has a response: all flags, all iOS exclusive emojis, and even emojis that have existed since 1991 have a response. The engine cannot be stumped.The Taco Emoji Engine is always on and always lightning fast. Our responses are even featured in Twitter’s new GIF search button when you look for “taco.” Whip out your phone right now and tweet a taco and another emoji @TacoBell and see for yourself. Campaign Description We built the Taco Emoji Engine, an interactive platform baked directly into Twitter. Just tweet a taco emoji plus any of the 1,295 other emojis at @TacoBell to get back a custom picture or GIF mashup. Synopsis In an emoji-crazed world, we noticed one huge problem: There was no taco emoji. So Taco Bell decided to do something about it. We started a Change.org petition. And it worked. The taco emoji was soon to be released on more than one billion screens worldwide. So now we faced another challenge: How will we celebrate this victory with our fans? And how will we cement the taco emoji as shorthand for Taco Bell? Outcome So how did the Taco Emoji Engine do?Results:-Our 11/9 launch date drove more brand mentions than any other day in Taco Bell’s history on Twitter-Positive brand sentiment hit a yearly high-More than 798,000 engagements and counting -At its peak, the Taco Emoji Engine had 1,466 unique users, who played with the engine an average of 38.46 times -More than half of our responses got retweeted-One person tried 373 emoji combinations with the engine -22 billion total potential impressions Strategy Using social listening, we saw 157,000+ posts about wanting the Taco emoji, which inspired us to create the Change.org petition in November 2014. Our initial target audience was the 33,000+ people who signed the petition and grew to include anyone with a taco emoji and a Twitter account. Planning kicked off August 2015 and the engine launched November 9, for a total of four weeks of planning and nine weeks of asset production. Since emojis are a universal language, we built the Taco Emoji Engine directly into Twitter so all taco lovers everywhere could enjoy it.