Stranger Broadcast|短视频,音频|广告营销案例【ADGuider广告指南】

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陌生人广播

案例简介：概要《陌生人的事情》第一季以一个原创的故事、人物和视觉效果吸引了全球各地的观众，这些都是令人难以置信的新鲜，但又令人难忘的熟悉。因为在巴西，大多数人仍然喜欢看免费电视，不知道网飞是什么, 我们的挑战是利用节目的质量向数百万人介绍流媒体平台，带来新成员，并在当地宣传《陌生人》第二季的推出。战略这一切都以一种奇怪的方式开始: 我们只把标题 “陌生人广播” 泄露给电视节目指南，让媒体和粉丝谈论它。随着所有围绕特技的秘密，巨大的猜测发生了。三天后，我们开始了一个大规模的媒体战略: 推特上的品牌之间的对话，网飞和 SBT 像朋友一样互动; Instagram 和 Facebook 的玩笑; 30 “和 15” 电视广告; 在主要的 SBT 节目中销售，这让世界各地的人们都对这一特技充满热情。最后，在发布日，《陌生人》通过电视和 Facebook 和 Youtube 上的直播，通过 1 小时的内容达到了 SBT 的观众: 一集完整的陌生人事件; 解释网飞是什么以及如何注册的广告; 与该系列相关的虚假产品广告;还有一个新闻特辑，它使用了几十年前的新闻镜头来连接卓帕卡布拉神话和陌生人的东西怪物。相关性陌生人广播代表了 Netflix 在 20世纪80年代会是什么样子。一个小时的独家内容包括《陌生人的事情》第二季的第一集，围绕 Chupa-Cabras 的真实旧新闻和与网飞和该系列相关的有趣广告的混合。所有内容都在 SBT 网络上播出，这是巴西第2 个最大的免费频道。通过接管一个 1 小时的电视频道，我们让数百万人尝到了网飞的滋味，并第1 次看到一个流媒体平台领先全国电视收视率。结果通过接管免费电视频道，我们向数百万人介绍了网飞, 帮助陌生人成为 2017年巴西家庭最受关注的网飞系列，并将新成员转变为现代的电视观看方式。一些结果:-在世界上第1 次，流媒体平台领先全国电视收视率。-两个不同的标签在推特上达成了全球热门话题。-在谷歌上，网飞相关的搜索超过了《陌生人的东西》第二季的发布日。7.41亿社交媒体印象。执行陌生人广播由 1 小时的独家内容组成: 一集完全陌生的东西; 解释网飞是什么以及如何注册的广告; 与该系列相关的虚假产品广告;一个新闻特辑使用了几十年前的新闻镜头将楚帕卡布拉神话与 Demogorgon -- 陌生人的东西怪物 -- 联系起来，让这个陌生人的新闻更加真实，我们带回了玛丽亚 · 加布里埃拉, 老节目 SBT 记者的原始记者，穿着她在播出这个故事时穿的同样的衣服,无缝地将她的原始对话与新材料融合在一起; 17 个复活节彩蛋灵感来自 20世纪80年代的十年，就像空手道儿童电影引用和对 e.T.标志性场景的致敬外星人。活动描述一个 1 小时的网飞品尝者被创造出来，就好像流媒体平台已经从 1980 变成了一个免费的电视频道 -- 这是奇怪的事情发生的时候 -- 并播放在巴西第2 大网络 SBT 上, 与我们的目标受众最密切的一个。在《陌生人》的广播中，整个国家都可以观看该系列的一整集，外加 10 分钟的特技制作内容。

陌生人广播

案例简介：Synopsis Stranger Things Season 1 captivated audiences around the globe with an original story, characters and set of visuals that were at once incredibly fresh and yet hauntingly familiar. Since in Brazil the huge majority still prefer to watch free-to-air TV and don't know what Netflix is, our challenge was take advantage of the quality of the show to introduce the streaming platform to millions, bringing new members and promoting awareness of Stranger Things Season 2 launch locally. Strategy It all started in a strange way: we only leaked the title "Stranger Broadcast" into the television program guide and let media and fans talk about it. With all the secrecy around the stunt, huge speculation occurred. Three days after, we started a massive media strategy: a conversation between brands on Twitter, with Netflix and SBT interacting like friends; Instagram and Facebook teasers; 30" and 15" TV commercials; and merchandising on major SBT shows, which got people everywhere pumped up about the stunt. Finally on launch day, the Stranger Broadcast reached SBT's audience through TV and live streaming on Facebook and Youtube through a 1 hour content with: a full Stranger Things episode; commercials that explained what Netflix is and how to sign up; fake products commercials related to the series; and a News Special that used decades-old news footage to connect The ChupaCabra Myth with the Stranger Things Monster. Relevancy Stranger Broadcast is a representation of what would Netflix have been like in the 1980’s. The one hour of exclusive content includes the first episode of Stranger Things season 2, a mix of real old news around the Chupa-Cabras and funny commercials related to Netflix and the series. All content was broadcasted on SBT network, the 2nd biggest free-to-air channel in Brazil. By taking over a TV Channel for 1 hour, we gave millions of people a taste of Netflix and, for the 1st time ever, saw a streaming platform lead the national TV ratings. Outcome By taking over a free-to-air TV channel, we introduced Netflix to millions, helped Stranger Things become the most watched Netflix series by Brazilian families in 2017 and converted new members to the modern way of watching TV. Some results: - For the 1st time in the World, a streaming platform led the national TV ratings. - Two different hashtags reached the global trending topics on Twitter. - On Google, Netflix related searches surpassed Stranger Things Season 2 launch day. - 741 Million social media impressions. Execution Stranger Broadcast consists of 1 hour of exclusive content with: a full Stranger Things episode; commercials that explained what Netflix is and how to sign up; fake products commercials related to the series; a News Special that used decades-old news footage to connect The ChupaCabra Myth with Demogorgon – the Stranger Things Monster — to make this Stranger News even more real, we brought back Marília Gabriela, the original journalist from the old program SBT Reporter, wearing the same clothes she wore when she broadcast this story, seamlessly merging her original dialog with new material; and 17 easter eggs inspired by the 1980's decade, like a Karate Kid movie quote and a tribute to the iconic scene of E.T. The Extraterrestrial. CampaignDescription A 1 hour taster of Netflix was created as if the streaming platform had been turned into a free-to-air TV channel from the 1980s — which is when Stranger Things takes place — and broadcast on Brazil's 2nd biggest network SBT, the one with best affinity with our target audience. During the Stranger Broadcast, the whole country could watch an entire episode of the series, plus 10' minutes of specially created content for the stunt.