本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
乐高蝙蝠侠
案例简介：活动描述 为了戏弄乐高蝙蝠侠电影的发行，我们制定了一个创造性的策略，通过对蝙蝠侠的熟悉和对我们 “真实人物” 的认可。不是演员。“运动，会立即吸引所有观看的人的注意力。我们开始把底特律市中心的黑暗天空变成哥谭市，蝙蝠信号照射在雪佛兰总部漆黑的黄色外壳上，以刺激我们的合作关系, 以及在北美国际车展上正式亮相的雪佛兰乐高蝙蝠车。在此基础上，我们推出了有史以来第一个在竞选活动中定制的乐高化电视节目，由蝙蝠侠本人主演，并在雪佛兰上推出了雪佛兰乐高蝙蝠车页面。在乐高蝙蝠侠电影中，官方雪佛兰乐高蝙蝠车运动雪佛兰领结标志，将我们的伙伴关系与大众联系在一起。 战略 我们的媒体发布策略很简单: 覆盖广泛的全国观众, 同时通过相关性来推动参与，并将目标对准那些有更高兴趣参与和推动全新雪佛兰乐高 Batmobile 对话的粉丝。 结果 雪佛兰乐高蝙蝠车运动是最受欢迎的合作伙伴合作之一，当它席卷汽车行业和流行文化时，获得了一些令人难以置信的统计数据。到目前为止，已经收集了 387 篇关于乐高 Batmobile 发布的文章，预计收入达到 5,135,972 篇 (总共记录了 77 篇非汽车文章，超过目标 5 倍以上)。 chevrolet.com 上雪佛兰乐高蝙蝠车页面的流量记录了 781 次访问，约占其直播期间雪佛兰总流量的 5%(移动占乐高流量的 65%，高于雪佛兰整体移动访问平均水平)。雪佛兰还通过一项标准化的品牌电梯调查，发现品牌意见增加了 51%，当他们与雪佛兰乐高蝙蝠车模型概述页面互动时，该调查为观众提供了服务。雪佛兰已经记录了围绕 NAIAS 的 11% 的对话，其次是福特的最高 OEM，占对话的 8% (雪佛兰 NAIAS 的 68%)。 概要 75 年来，蝙蝠车一直是世界上最具标志性和广泛认可的汽车之一。在这 75 年里，蝙蝠车每天都由雪佛兰发动机驱动。但是有一个问题 -- 没有人知道。所以，我们决定做些什么。雪佛兰作为乐高蝙蝠侠电影的官方汽车赞助商签约，与华纳兄弟和乐高合作，融入电影，并与国家电影活动、广播、社交媒体、哦，公关,体验和正式推出全新的雪佛兰乐高蝙蝠车，就像我们对任何新的雪佛兰汽车一样。这种独特运动的股票融合给了雪佛兰品牌即时的信誉和社会货币。雪佛兰寻求实现一个重要目标: 通过与三个标志性品牌的合作提升雪佛兰品牌。 相关性 雪佛兰、乐高和华纳兄弟将乐高蝙蝠侠电影中的合作伙伴关系从典型的 “付费播放” 模式转变为全面营销方式, 利用彼此的品牌资产来接触不同的受众。 执行 我们为期一个月的媒体计划始于国家媒体和电影存在，并通过有针对性的数字计划进行了放大。雪佛兰和蝙蝠车的影响展开讨论，我们计划在 300 毫米的印象的有针对性的空间，使意见和分享。雪佛兰视频在 Facebook 和 Twitter 上被提供给电影观众，影院观众被手机上的 Screenvision 重新定位, ZEFR 应用了专有品牌 ID 技术，并独家获得了 YouTube 上的娱乐库存，以瞄准蝙蝠侠相关视频 -- 这是谷歌还没有直接提供的第一个上市功能。当华纳兄弟在电视上播放他们的乐高蝙蝠侠电影广告时，付费搜索应用了 TVTY 技术，该技术驾驶雪佛兰乐高蝙蝠侠在雪佛兰上的页面。我们在 Reddit 上的出现对雪佛兰来说是新的，拓展了该品牌的舒适区，并以巨大的成功扩展到新的受众。
乐高蝙蝠侠
案例简介：CampaignDescription To tease the release of The LEGO Batman Movie, we mapped out a creative strategy that, through the familiarity of Batman and recognition of our “Real People. Not Actors.” campaign, would immediately grab the attention of everyone who was watching. We started by turning the dark skies of Downtown Detroit into Gotham City with a Bat Signal shining on the blacked-out, yellow-accented exterior of Chevrolet HQ to drive excitement of our partnership, as well as the official Chevy LEGO Batmobile unveiling at the North American International Auto Show. Building on this buzz we launched the first ever in-campaign custom LEGO-ized television spot, starring Batman himself, and a Chevy LEGO Batmobile vehicle page on Chevrolet.com. Within The LEGO Batman Movie, the official Chevy LEGO Batmobile sports the Chevrolet bowtie emblem, tying our partnership together to the masses. Strategy Our media launch strategy was simple: reach a broad, general national audience, while driving engagement through relevancy and target the fanboy audience who have a higher propensity to engage and drive conversation around the all-new Chevy LEGO Batmobile. Outcome The Chevy LEGO Batmobile campaign was one of the best-received partner collaborations, and garnered some incredible statistics as it swept through the auto industry and pop culture. To date, 387 articles about the Lego Batmobile launch have beencollected with an earned estimated reach of 5,135,972 (total non-automotive articles recorded 77 articles, exceeding the objective by more than 5x).Traffic to the Chevy LEGO Batmobile page on Chevrolet.com recorded 781K visits, approximately 5% of total Chevrolet.com traffic during the time it was live (Mobile accounted for 65% of LEGO traffic, higher than overall Chevrolet mobile visit average).Chevrolet also saw a 51% increase in brand opinion through a standardized brand lift survey that was served to the audience when they interacted with the Chevy LEGO Batmobile model overview page. Chevrolet has recorded an 11% conversation around NAIAS, with the next highest OEM being Ford at 8% of the conversation (68% of Chevrolet NAIAS). Synopsis For 75 years, the Batmobile has been one of the world’s most iconic and widely recognized cars. And for each of those 75 years the Batmobile has been powered by Chevrolet engines. But there was one problem – no one knew it. So, we decided to do something about it.Chevrolet signed on as the official automotive sponsor of The LEGO Batman Movie, partnering with Warner Brothers and LEGO to integrate into the movie and scale the partnership with national cinema events, broadcast, social media, OOH, PR, Experiential and an official launch of the all-new Chevy LEGO Batmobile just like we would with any new Chevrolet vehicle. This convergence of equities for a unique campaign gave the Chevrolet brand instant credibility and social currency.Chevrolet sought to achieve one significant goal: Elevate the Chevrolet brand through a collaboration with three iconic brands. Relevancy Chevrolet, LEGO and Warner Brothers took their partnership in The LEGO Batman Movie from a typical “pay to play” model to a full-scale marketing approach, leveraging each other’s brand equities to reach diverse audiences. Execution Our month-long media plan kicked off with national media and cinema presence, amplified with a targeted digital plan. To influence conversation about Chevrolet and Batmobile, we planned 300MM impressions of targeted space that enabled comments and sharing. Chevrolet video was served to moviegoers on Facebook and Twitter, theater visitors were retargeted by Screenvision on mobile, and ZEFR applied proprietary Brand ID technology and their exclusive access to Reserve Entertainment Inventory on YouTube to target Batman related videos – which was a first-to-market feature not yet available through Google directly. Paid search applied TVTY technology that drove to Chevy LEGO Batmobile page on Chevrolet.com during the time when Warner Brothers were airing their LEGO Batman movie commercial on TV. Our presence on Reddit was new to Chevrolet, stretching the brand’s comfort zone and expanding into new audiences with great success.
Lego Batman
案例简介：活动描述 为了戏弄乐高蝙蝠侠电影的发行，我们制定了一个创造性的策略，通过对蝙蝠侠的熟悉和对我们 “真实人物” 的认可。不是演员。“运动，会立即吸引所有观看的人的注意力。我们开始把底特律市中心的黑暗天空变成哥谭市，蝙蝠信号照射在雪佛兰总部漆黑的黄色外壳上，以刺激我们的合作关系, 以及在北美国际车展上正式亮相的雪佛兰乐高蝙蝠车。在此基础上，我们推出了有史以来第一个在竞选活动中定制的乐高化电视节目，由蝙蝠侠本人主演，并在雪佛兰上推出了雪佛兰乐高蝙蝠车页面。在乐高蝙蝠侠电影中，官方雪佛兰乐高蝙蝠车运动雪佛兰领结标志，将我们的伙伴关系与大众联系在一起。 战略 我们的媒体发布策略很简单: 覆盖广泛的全国观众, 同时通过相关性来推动参与，并将目标对准那些有更高兴趣参与和推动全新雪佛兰乐高 Batmobile 对话的粉丝。 结果 雪佛兰乐高蝙蝠车运动是最受欢迎的合作伙伴合作之一，当它席卷汽车行业和流行文化时，获得了一些令人难以置信的统计数据。到目前为止，已经收集了 387 篇关于乐高 Batmobile 发布的文章，预计收入达到 5,135,972 篇 (总共记录了 77 篇非汽车文章，超过目标 5 倍以上)。 chevrolet.com 上雪佛兰乐高蝙蝠车页面的流量记录了 781 次访问，约占其直播期间雪佛兰总流量的 5%(移动占乐高流量的 65%，高于雪佛兰整体移动访问平均水平)。雪佛兰还通过一项标准化的品牌电梯调查，发现品牌意见增加了 51%，当他们与雪佛兰乐高蝙蝠车模型概述页面互动时，该调查为观众提供了服务。雪佛兰已经记录了围绕 NAIAS 的 11% 的对话，其次是福特的最高 OEM，占对话的 8% (雪佛兰 NAIAS 的 68%)。 概要 75 年来，蝙蝠车一直是世界上最具标志性和广泛认可的汽车之一。在这 75 年里，蝙蝠车每天都由雪佛兰发动机驱动。但是有一个问题 -- 没有人知道。所以，我们决定做些什么。雪佛兰作为乐高蝙蝠侠电影的官方汽车赞助商签约，与华纳兄弟和乐高合作，融入电影，并与国家电影活动、广播、社交媒体、哦，公关,体验和正式推出全新的雪佛兰乐高蝙蝠车，就像我们对任何新的雪佛兰汽车一样。这种独特运动的股票融合给了雪佛兰品牌即时的信誉和社会货币。雪佛兰寻求实现一个重要目标: 通过与三个标志性品牌的合作提升雪佛兰品牌。 相关性 雪佛兰、乐高和华纳兄弟将乐高蝙蝠侠电影中的合作伙伴关系从典型的 “付费播放” 模式转变为全面营销方式, 利用彼此的品牌资产来接触不同的受众。 执行 我们为期一个月的媒体计划始于国家媒体和电影存在，并通过有针对性的数字计划进行了放大。雪佛兰和蝙蝠车的影响展开讨论，我们计划在 300 毫米的印象的有针对性的空间，使意见和分享。雪佛兰视频在 Facebook 和 Twitter 上被提供给电影观众，影院观众被手机上的 Screenvision 重新定位, ZEFR 应用了专有品牌 ID 技术，并独家获得了 YouTube 上的娱乐库存，以瞄准蝙蝠侠相关视频 -- 这是谷歌还没有直接提供的第一个上市功能。当华纳兄弟在电视上播放他们的乐高蝙蝠侠电影广告时，付费搜索应用了 TVTY 技术，该技术驾驶雪佛兰乐高蝙蝠侠在雪佛兰上的页面。我们在 Reddit 上的出现对雪佛兰来说是新的，拓展了该品牌的舒适区，并以巨大的成功扩展到新的受众。
Lego Batman
案例简介：CampaignDescription To tease the release of The LEGO Batman Movie, we mapped out a creative strategy that, through the familiarity of Batman and recognition of our “Real People. Not Actors.” campaign, would immediately grab the attention of everyone who was watching. We started by turning the dark skies of Downtown Detroit into Gotham City with a Bat Signal shining on the blacked-out, yellow-accented exterior of Chevrolet HQ to drive excitement of our partnership, as well as the official Chevy LEGO Batmobile unveiling at the North American International Auto Show. Building on this buzz we launched the first ever in-campaign custom LEGO-ized television spot, starring Batman himself, and a Chevy LEGO Batmobile vehicle page on Chevrolet.com. Within The LEGO Batman Movie, the official Chevy LEGO Batmobile sports the Chevrolet bowtie emblem, tying our partnership together to the masses. Strategy Our media launch strategy was simple: reach a broad, general national audience, while driving engagement through relevancy and target the fanboy audience who have a higher propensity to engage and drive conversation around the all-new Chevy LEGO Batmobile. Outcome The Chevy LEGO Batmobile campaign was one of the best-received partner collaborations, and garnered some incredible statistics as it swept through the auto industry and pop culture. To date, 387 articles about the Lego Batmobile launch have beencollected with an earned estimated reach of 5,135,972 (total non-automotive articles recorded 77 articles, exceeding the objective by more than 5x).Traffic to the Chevy LEGO Batmobile page on Chevrolet.com recorded 781K visits, approximately 5% of total Chevrolet.com traffic during the time it was live (Mobile accounted for 65% of LEGO traffic, higher than overall Chevrolet mobile visit average).Chevrolet also saw a 51% increase in brand opinion through a standardized brand lift survey that was served to the audience when they interacted with the Chevy LEGO Batmobile model overview page. Chevrolet has recorded an 11% conversation around NAIAS, with the next highest OEM being Ford at 8% of the conversation (68% of Chevrolet NAIAS). Synopsis For 75 years, the Batmobile has been one of the world’s most iconic and widely recognized cars. And for each of those 75 years the Batmobile has been powered by Chevrolet engines. But there was one problem – no one knew it. So, we decided to do something about it.Chevrolet signed on as the official automotive sponsor of The LEGO Batman Movie, partnering with Warner Brothers and LEGO to integrate into the movie and scale the partnership with national cinema events, broadcast, social media, OOH, PR, Experiential and an official launch of the all-new Chevy LEGO Batmobile just like we would with any new Chevrolet vehicle. This convergence of equities for a unique campaign gave the Chevrolet brand instant credibility and social currency.Chevrolet sought to achieve one significant goal: Elevate the Chevrolet brand through a collaboration with three iconic brands. Relevancy Chevrolet, LEGO and Warner Brothers took their partnership in The LEGO Batman Movie from a typical “pay to play” model to a full-scale marketing approach, leveraging each other’s brand equities to reach diverse audiences. Execution Our month-long media plan kicked off with national media and cinema presence, amplified with a targeted digital plan. To influence conversation about Chevrolet and Batmobile, we planned 300MM impressions of targeted space that enabled comments and sharing. Chevrolet video was served to moviegoers on Facebook and Twitter, theater visitors were retargeted by Screenvision on mobile, and ZEFR applied proprietary Brand ID technology and their exclusive access to Reserve Entertainment Inventory on YouTube to target Batman related videos – which was a first-to-market feature not yet available through Google directly. Paid search applied TVTY technology that drove to Chevy LEGO Batmobile page on Chevrolet.com during the time when Warner Brothers were airing their LEGO Batman movie commercial on TV. Our presence on Reddit was new to Chevrolet, stretching the brand’s comfort zone and expanding into new audiences with great success.
乐高蝙蝠侠
暂无简介
Lego Batman
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
