Chicken Tweet Betty|短视频|广告营销案例【ADGuider广告指南】

鸡肉推特贝蒂

案例简介：相关性 2015，一个新的社交媒体名人诞生了。不: 不是另一个卡戴珊。这是一只名叫贝蒂的西澳大利亚鸡 -- # ChickenTweet 的明星。在整个运动中，建立了沟通渠道，让人们直接欢呼并跟随这只非凡的鸟。结果贝蒂的旅程被世界上几乎所有主要的媒体吸引了: 时间、 Vice 、 Buzzfeed 、 Mashable 、小伙子圣经、行人电视、 CNN 、 Gizmodo 、 NBC, 探索频道，九个 MSM，今日秀，早间秀和追逐者。不到一周，她就在推特和脸谱网上正式流行了。她获得了比澳大利亚麦当劳和澳大利亚肯德基更多的推特粉丝。她甚至被 Orange is New Black 转发。赚来的媒体价值近 200 万美元。# ChickenTweet 有 17,000,000 条推文印象。但不幸的是，她没有输入五个字母的单词。执行活动的第一天，我们分享了一个网络视频，宣布我们将得到一只鸡来接管鸡精的推特页面。我们还让贝蒂在键盘上松了一口气，开始发布她荒谬的想法。促销活动的 “wtf” 性质意味着关于贝蒂的消息传播得非常快，我们很快就建立了大量的推特追随者。每天我们都会浏览她的推文，找到她差点写的字。然后我们会写关于他们的有趣的帖子。例如，当她写 “bum” 这样的单词时，我们会责备她使用 “fowl” 语言，当她输入 “yolo” 时，我们会祝贺她。竞选中途，当对贝蒂的兴趣达到狂热的程度时，我们发布了一个视频，展示了我们如何训练贝蒂成为世界上第一只推特鸡。贝蒂还在世界各地的电视上露面。战略为了吸引更年轻、热爱娱乐的人群，我们没有在传统电视频道播放; 相反，我们在推特和脸谱网上开发了一个社交媒体参与节目。我们还有一组有趣的网络视频，将人们推向鸡精的推特页面。内容的可共享性质吸引了大量的媒体，进一步推动人们在推特上关注鸡精。活动描述我们的想法涉及一只叫贝蒂的鸡。我们把贝蒂安排在一个豪华的鸡舍里，用一个键盘，希望她能创下吉尼斯世界纪录: 成为第一个用英语发五个字母单词的鸡。在六个星期里，贝蒂的话语 (或尝试) 被直接发给她的追随者。没有达到五个字母标志的荣誉尝试包括: 便便、看到、很少、看起来和屁股。概要快餐零售商 Chicken Treat 曾经是西澳大利亚备受喜爱的品牌，在过去十年里经历了显著的下降。我们被要求重新品牌鸡肉治疗，并为品牌注入新的乐趣和乐观感。我们的活动目标包括:-促进对鸡肉治疗的社会关注，试图直接与年轻市场接触。-通过创造显著的媒体收入，在相对较小的媒体预算中获得显著的投资回报。-提高销售额。当然。

鸡肉推特贝蒂

案例简介：Relevancy In 2015, a new social media celebrity was born. And no: it wasn’t another Kardashian. It was a Western Australian chicken named Betty – the star of #ChickenTweet. Throughout this campaign, communication channels were set up to let people directly cheer on and follow this extraordinary bird. Outcome Betty’s journey was picked up by almost every major media outlet in the world: Time, Vice, Buzzfeed, Mashable, The Lad Bible, Pedestrian tv, CNN, Gizmodo, NBC, The Discovery Channel, Nine MSM, The Today Show, The Morning Show and The Chaser. Within a week, she’d officially trended on both Twitter and Facebook. And she gained more Twitter followers than McDonalds Australia and KFC Australia. She was even re-tweeted by Orange is the New Black. Earned media has been valued at almost $2million. #ChickenTweet has had 17,000,000 tweet impressions. But unfortunately, she didn’t type the five letter word. Execution Day One of the campaign began by sharing a webvideo announcing that we were getting a chicken to take over Chicken Treat’s twitter page. We also let Betty loose on the keyboard and start posting her nonsensical musings.The ‘WTF’ nature of the promotion meant that word about Betty the Tweeting Chicken spread very fast and we quickly built up a big Twitter following. Each day we would go through her tweets to find words she’d nearly written. We’d then compose playful posts about them. For example, we’d tell her off for using ‘fowl’ language when she wrote words like ‘bum’ and congratulate her when she typed ‘YOLO’. Halfway through the campaign, when interest in Betty was reaching fever pitch, we released a video that showed how we trained Betty to become the world’s first tweeting chicken. Betty also made some television appearances around the world. Strategy To attract a younger, fun-loving demographic, we didn’t play in traditional TV channels; instead we developed a programme of social media engagement on Twitter and Facebook. We also had a suite of funny webvideos pushing people to Chicken Treat’s Twitter page. The shareable nature of the content attracted a huge amount of earned media that further pushed people to follow Chicken Treat on Twitter. Campaign Description Our idea involved a chicken called Betty. We set Betty up in a luxury coop, with a keyboard, in the hope of her setting a world Guinness record: Become the first chicken to tweet a five letter word in English. For six weeks Betty’s words (or attempts at them) were tweeted directly to her followers. Honourable attempts that just fell short of the five letter mark included: poo, see, few, look and bum. Synopsis Once a much loved brand in Western Australia, fast-food retailer Chicken Treat had undergone significant decline over the last decade. We were requested to re-brand Chicken Treat, and inject a new sense of fun and optimism into the brand. Our campaign objectives included: - Boost the social following of Chicken Treat, in an attempt to directly engage with a younger market. - Achieve significant ROI on a relatively small media budget, by generating significant earned media.- Raise sales. Of course.