Sizzl|短视频|广告营销案例【ADGuider广告指南】

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Sizzl

案例简介：活动描述有了在爱情中的洞察力，就像在培根中一样，在寻找 “一个, 我们发起了培根爱好者活动，通过一个名为 Sizzl 的约会应用程序，帮助志同道合的培根爱好者找到他们的 “一个真正的培根灵魂伴侣”。该应用程序首先询问培根爱好者的培根偏好,然后把它们和附近的培根爱好者相配。使用我们的 Sizzl Meter，培根爱好者可以在比赛中指出他们有多热，让 Sizzl 'n 开始。一旦与他们的培根灵魂伴侣匹配，用户可以互相留言并约会。我们甚至会让一些幸运的培根情人夫妇大吃一惊，他们有 Wienermobile 司机的培根约会。结果 Sizzl 拥有 54,000 的应用下载、 280万的互动，并获得了超过 8.9亿的印象，超越了新闻价值，成为一种彻头彻尾的文化现象。Sizzl 是近 5,000 个新闻报道的主题，包括《今日秀》、《 MSNBC 》和《深夜与赛斯 · 迈耶斯》等国家电视节目的专题报道，以及《今日美国》等媒体, 时间、 GQ 、 TechCrunch 和 Mashable。人们最终不仅爱培根，也爱奥斯卡 · 梅耶尔 · 培根; 当培根类别销售额下降 5.4% 时，这种爱让奥斯卡 · 梅耶尔的销售额增长了 4.2%。战略我们的目标不是每个喜欢培根的人，而是关注美国的 1620万名 “培根切换者”，她们是 25 岁至 55 岁的女性, 他们用 iphone 生活，每周通常买一磅培根。在进行了一系列民族志之后，我们和培根切换者交谈并购物，很明显，虽然购买培根可能是功能性的，但他们与培根的关系是私人的。他们列出了培根的偏好，就像他们会列出一份潜在爱情搭配的清单 -- 酥脆或厚切、山核桃熏或自然熏、耐嚼或烧成酥脆？因此，我们的策略是将找到正确的培根的过程与找到爱的过程联系起来。有很多选择，尤其是在今天的约会应用程序世界。但有选择性很重要。概要这是一个普遍的事实: 人们喜欢培根。数字洞察发现培根甚至比坎耶 · 韦斯特有更多的搜索和社交兴趣。培根正在经历一个超越早餐桌的重要时刻，从基本三明治到五星级分子美食，甚至在鸡尾酒和甜点中随处可见。人们对培根的爱充满激情，但变化无常。当谈到培根品牌忠诚度时，人们并没有做出承诺，而是选择带回家引起他们注意的任何品牌的培根。我们需要帮助他们找到 “那个”。执行我们首先向目前的奥斯卡 · 梅耶尔 · 培根客户发送了一封早期访问电子邮件，并与情景喜剧《新女孩》中的名人拉莫恩 · 莫里斯合作，成为该应用程序上第一批寻找的人之一去寻找爱。该活动推出了一个古怪的宣传视频，模仿了今天在约会应用程序上寻找爱情的困境，并得到了付费数字编程显示、预滚动、 iOS 目标应用程序下载广告、搜索的支持, facebook 、 Twitter 和 Tumblr 上的社交内容都被带到奥斯卡 · 梅耶尔的网站 FindBaconLove.com。为了在货架上达成协议，我们还制作了一个定制的包装贴纸，以宣传只有奥斯卡 · 梅耶尔 · 培根腌制了 12 个小时，在烟馆里再熏制 12 个小时。

Sizzl

案例简介：Campaign Description Armed with the insight that in love, as it is in bacon, it’s important to be selective when looking for “the one,” we launched the Bacon for Bacon Lovers campaign to help like-minded bacon lovers find their “one true bacon soulmate” through a dating application called Sizzl.The app first asks bacon lovers about their bacon preferences, and then matches them with compatible bacon lovers nearby. Using our Sizzl Meter, bacon lovers can then indicate how hot they are for a match to let the sizzl’n begin.Once matched with their bacon soulmate, users could message one another and go on dates. We would even surprise a few lucky bacon lover couples with Wienermobile-chauffeured bacon dates. Outcome With 54,000 app downloads, 2.8 million interactions, and receiving more than 890 million earned impressions, Sizzl transcended newsworthiness to become an outright cultural phenomenon. Sizzl was the topic of nearly 5,000 stories in the press, including feature coverage on national television programs like The Today Show, MSNBC, and Late Night with Seth Meyers, and outlets like USA Today, TIME, GQ, TechCrunch, and Mashable. People were finally showing love not just for bacon, but for Oscar Mayer bacon; a love that grew Oscar Mayer sales by 5.4% when bacon category sales were down 4.2%. Strategy Rather than targeting everyone who loves bacon, we focused on the 16.2 million “bacon switchers,” in the U.S. They’re women, between the ages of 25 and 55, who run their lives from their iPhones and routinely buy one pound of bacon a week. After conducting a series of ethnographies where we spoke and went shopping with bacon switchers, it became clear that while buying bacon may be functional their relationship with bacon was personal. They listed off bacon preferences like they would a checklist for a potential love match – crispy or thick-cut, hickory-smoked or naturally smoked, chewy or burnt to a crisp? Therefore, our strategy was to link the process of finding the right bacon to that of finding love. There are a lot of options out there, especially in today’s dating app world. But it’s important to be selective. Synopsis It’s a universal truth: people LOVE bacon. Digital insights found that bacon even had more searches and social buzz than Kanye West. Bacon is having a major moment that extends beyond the breakfast table, showing up everywhere from basic sandwiches to five-star molecular gastronomy, and even in cocktails and desserts. People’s love for bacon is passionate – but fickle. When it came to bacon brand loyalty, people weren’t committing, opting to take home whatever brand of bacon caught their eye. We needed to help them find “the one”. Execution We first seeded the app with an early-access email blast to current Oscar Mayer bacon customers and partnered with celebrity Lamorne Morris from the sitcom New Girl to be one of the first people on the app looking to find love. The campaign launched with a quirky promotional video parodying the woes of finding love on dating apps today and was supported with paid digital programmatic display, pre-roll, iOS-targeted app download ads, search, and social content across Facebook, Twitter and Tumblr that all drove to Oscar Mayer’s website FindBaconLove.com. To seal the deal at the shelf, we also created a custom on-pack sticker to tout that only Oscar Mayer bacon’s cured for 12 hours and smoked in a smoke-house for another 12.