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盗版
案例简介：描述活动/条目 秘鲁的年轻人是美国电视剧的粉丝，他们不想等到首播节目在当地电视上播出，这通常需要几周的时间。因此，他们下载这些剧集和他们的西班牙语字幕，这样他们就可以从海盗网站上理解对话。 结果 我们创建了自己的字幕文件，并将其植入流行的盗版下载网站。我们在字幕中充斥着翻译错误，这样它们改变了系列对话的感觉，并让我们的信息变得明显: 不要依赖字幕。切换到 britá nico.www.britanico.edu.pe 因此，这个品牌出现在电视最受欢迎的系列中，在节目中最引人注目的位置: 字幕。 我们在海盗湾和 Subdivx.com 等网站上植入了我们的 srt，这是两个最受欢迎的系列下载网站。 我们依靠电视剧的受欢迎程度来实现我们的想法，识别那些在网上最忠诚的粉丝和观众，比如《行尸走肉》、《破烂》和《权力的游戏》。 一个零成本的想法: 它和创建 word文档一样便宜。ROI 保证。 在活动发起后的一个月里，Britanico 网站的独特访问者增加了 23%，学生注册人数增加了 12%。 社交媒体 (推特、 facebook) 以及论坛中产生的嗡嗡声，在这些论坛中，该品牌因理解年轻人在日常生活中对英语的真正使用而受到高度赞赏。 我们用最受欢迎的电视节目来寻找愿意阅读我们信息的观众。 和一个完整的新媒体: 海盗电视剧。
盗版
案例简介：Describe the campaign/entry Young people in Peru are fans of American TV series and do not want to wait until premiere episodes are broadcast on local TV, which normally takes a couple of weeks. They therefore download these episodes and their Spanish subtitles, so they can understand the dialogues, from pirate websites. Results We created our own subtitle files and seeded them on popular pirate download sites. We flooded the subtitles with translation mistakes so that they altered the sense of the series dialogue and made our message evident: Do not depend on subtitles. Switch to Británico. www.britanico.edu.pe The brand was therefore present in TV's most popular series, in the most attention grabbing placement in the show: the subtitles. We seeded our SRTs on websites such as The Pirate Bay and Subdivx.com, two of the most popular sites for series downloads. We relied on the popularity of the TV series to implement our idea, identifying those with the most loyal fans and audience online such as The Walking Dead, Breaking Bad and Game of Thrones. A zero-cost idea: it's as cheap as creating a word document. ROI guaranteed. Unique visitors in Britanico's website increased by 23% and student enrollment by 12% in the month following the launch of the campaign. Buzz generated in social media (twitter, facebook) as well as forums, where the brand was highly appreciated for understanding the real use young people give to English in their day-to-day life. We used TV shows at their peak in popularity to find an audience willing to read our message. And a complete new media: pirate TV series.
Piracy
案例简介：描述活动/条目 秘鲁的年轻人是美国电视剧的粉丝，他们不想等到首播节目在当地电视上播出，这通常需要几周的时间。因此，他们下载这些剧集和他们的西班牙语字幕，这样他们就可以从海盗网站上理解对话。 结果 我们创建了自己的字幕文件，并将其植入流行的盗版下载网站。我们在字幕中充斥着翻译错误，这样它们改变了系列对话的感觉，并让我们的信息变得明显: 不要依赖字幕。切换到 britá nico.www.britanico.edu.pe 因此，这个品牌出现在电视最受欢迎的系列中，在节目中最引人注目的位置: 字幕。 我们在海盗湾和 Subdivx.com 等网站上植入了我们的 srt，这是两个最受欢迎的系列下载网站。 我们依靠电视剧的受欢迎程度来实现我们的想法，识别那些在网上最忠诚的粉丝和观众，比如《行尸走肉》、《破烂》和《权力的游戏》。 一个零成本的想法: 它和创建 word文档一样便宜。ROI 保证。 在活动发起后的一个月里，Britanico 网站的独特访问者增加了 23%，学生注册人数增加了 12%。 社交媒体 (推特、 facebook) 以及论坛中产生的嗡嗡声，在这些论坛中，该品牌因理解年轻人在日常生活中对英语的真正使用而受到高度赞赏。 我们用最受欢迎的电视节目来寻找愿意阅读我们信息的观众。 和一个完整的新媒体: 海盗电视剧。
Piracy
案例简介：Describe the campaign/entry Young people in Peru are fans of American TV series and do not want to wait until premiere episodes are broadcast on local TV, which normally takes a couple of weeks. They therefore download these episodes and their Spanish subtitles, so they can understand the dialogues, from pirate websites. Results We created our own subtitle files and seeded them on popular pirate download sites. We flooded the subtitles with translation mistakes so that they altered the sense of the series dialogue and made our message evident: Do not depend on subtitles. Switch to Británico. www.britanico.edu.pe The brand was therefore present in TV's most popular series, in the most attention grabbing placement in the show: the subtitles. We seeded our SRTs on websites such as The Pirate Bay and Subdivx.com, two of the most popular sites for series downloads. We relied on the popularity of the TV series to implement our idea, identifying those with the most loyal fans and audience online such as The Walking Dead, Breaking Bad and Game of Thrones. A zero-cost idea: it's as cheap as creating a word document. ROI guaranteed. Unique visitors in Britanico's website increased by 23% and student enrollment by 12% in the month following the launch of the campaign. Buzz generated in social media (twitter, facebook) as well as forums, where the brand was highly appreciated for understanding the real use young people give to English in their day-to-day life. We used TV shows at their peak in popularity to find an audience willing to read our message. And a complete new media: pirate TV series.
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