Skip AD Festival|短视频|广告营销案例【ADGuider广告指南】

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跳过广告节

案例简介：活动描述巴西的观众直接参与内容的传播，同时广播系统的现实是，电视和主要是一个播放器将内容传播集中在该国。随着社交媒体的发展，我们可以在社交网络和 YouTube 上看到消费者对内容的需求，这使得品牌的信息真正随着内容而流动，而不仅仅是围绕内容。从传统的在媒体环境中插入品牌的方式到创造对话的方式。品牌娱乐正在接管互联网，这自然会实现其分销。关于侵入性较小、与消费者相关的营销方法的讨论在巴西越来越多，这种交流的影响较小，但观众的参与更大。有效性索尼频道将在巴西播出《声音》的第七季。除了成功之外，电视节目不再是一件新鲜事了。为了吸引新的观众并告知粉丝们关于新赛季的信息，我们决定使用众所周知的两件事: 对歌手的评判/评估以及揭示新的才华。这两种体验被带到数字内容中，我们创造了一些足够酷的东西来娱乐和吸引互联网用户，让他们觉得自己是电视节目的评委之一。使用一个简单而小的东西: 跳过广告按钮。《声音》的新赛季将于 9月播出。7月，我们发布了报纸广告和社交媒体帖子，呼吁参加新人才的音乐比赛。为了吸引这些新音乐家，我们提供了一份与索尼音乐的合同，作为第一名的奖品。提交期结束后，索尼音乐的员工选出了最优秀的人才，并邀请他们参加圣保罗索尼频道工作室的试镜。有数百名音乐家。在那里，我们向参与者透露，实际的比赛将在 YouTube 上进行。这些试镜是在一周内拍摄的，视频被用作跳过广告节的内容。Voil á: 原本应该只是 YouTube 预选中的一场活动，与索尼音乐合作，成为了一种品牌内容, 一个让我们的消费者开心并邀请他与这个想法互动的音乐节。实施我们使用 YouTube 的真实视图格式作为我们品牌内容想法的渠道。我们的观众可以观看跳过广告节的试镜，听新天才的歌曲和演示，但他们也可以与他们互动，决定谁被批准了，谁没有被批准。如果参与者被拒绝，只需单击跳过广告按钮。结果虽然 YouTube 上的平均互动是 12%，但在跳过广告节期间，这个数字上升到了 22%。除了成为 YouTube 的成功，这个想法也达到了它的主要目标: 声音的新赛季在桑尼频道有创纪录的观众。所以，我们推广了电视节目，我们在广告活动中展示了新的音乐人才，我们还为我们的消费者提供了娱乐，让他们真正体验我们的产品。只需 5 秒。这个想法也成为了真实视图格式的基准，谷歌在向其他机构发布的更新中使用了这个例子。相关性跳过广告节是一个在线互动音乐竞赛，旨在在索尼频道宣传美国之声的新赛季，在 YouTube 的预播中与索尼音乐合作创建娱乐内容。它是一场音乐比赛，让观众处于评判地位，就好像他是电视节目的评委之一。观众可以观看新天才的试镜，并且必须立即与内容互动。他有 5 秒钟的时间来决定: 如果他点击了跳过广告按钮，歌手被拒绝了, 但是如果他没有得到歌手的认可 -- 他只需要让视频播放 30 秒。

跳过广告节

案例简介：Campaign Description The audience in Brazil is directly involved in the circulation of content, at the same time the reality of the broadcast system is that TV and mainly one player centralizes the content distribution in the country. With the grow of social media we can see a demand for content to reach consumers in social networks and on YouTube what enable brands’ message really to flows with the content and not just around it. Going from the traditional way to insert brands in the media environment to a way to create conversations. Branded Entertainment is taking over the Internet, which naturally enables its distribution. The discussion about a less intrusive, more consumer-relevant marketing approach is growing in Brazil and with that communications with less impact but greater audience involvement. Effectiveness Sony Channel was going to air The Voice’s seventh season in Brazil. Besides being a success, the TV show wasn’t a new thing anymore. To attract new audiences and inform the fans about the new season, we’ve decide to use the two things that it’s known for: the judging/evaluation of singers and for revealing new talents. Those two experiences were taken to a digital content and we’ve created something cool enough to entertain and engage Internet users and make them feel as one of the judges from the TV show. Using a simple and small thing: the Skip Ad button. The Voice’s new season was going to be aired in September. In July, we’ve published newspaper ads and social media posts calling for entries for a New Talent’s Music Contest. To attract these new musicians, we’ve offered a contract with Sony Music as a prize for the first place. After the submission period was over, employees from Sony Music selected the best talents and called them in to auditions at Sony Channel studios in São Paulo. There were hundreds of musicians. There, we’ve revealed to the participants that the actual contest was going to take place in YouTube. Those auditions were filmed during a whole week and the videos were used as content in the Skip Ad Festival. Voilá: what was supposed to be just a campaign in YouTube’s Pre Roll became a branded content in partnership with Sony Music, a music festival that entertained our consumer and invited him to interact with the idea. Implementation We’ve used YouTube’s True View format as a channel for our branded content idea. Our audience could just watch the auditions from the Skip Ad Festival, listening to the new talent’s songs and presentations, but they could also interact with them, deciding who was approved and who was not. By just clicking the Skip Ad button if the participant was rejected. Outcome While the average interaction in YouTube is 12%, during the Skip Ad Festival this number went up to 22%. Besides becoming a YouTube success, the idea also reached its main goal: The Voice’s new season had a record audience in Sonny Channel. So, we promoted the TV show, we’ve revealed new music talents in an advertising campaign and we’ve also provided entertainment to our consumers, making them really experience our product. All in just 5 seconds. The idea also became a benchmark for the True View format, used by Google as an example in its Update Release to other agencies. Relevancy The Skip Ad Festival was an online interactive Music Contest created to promote American The Voice’s new season in Sony Channel, creating entertainment content in partnership with Sony Music in YouTube’s Pre Roll. It worked as a music competition, putting the viewer in the judging position, as if he was one of the judges from the TV show. The viewer could watch the new talent’s auditions and had to interact immediately with the content. He had 5 seconds to decide: if he clicked the Skip Ad button the singer was rejected, but if he didn’t the singer was approved by him – he just had to let the video play its 30 seconds.