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大比赛
案例简介：为什么这项工作与直接相关？ Cars.com的存在是为了在人与车之间创造汽车化学。这场大比赛是Twitter上的现场回应活动，不仅向我们的追随者展示了我们作为 “媒人” 的品牌宗旨，还拦截了数百万人实时搜索他们刚刚在超级碗广告中看到的汽车。不仅仅是汽车广告 -- 任何有汽车的广告。 背景 2018年，Cars.com经历了自1998年推出以来的首次品牌重塑。在一个专注于功能的混乱市场中，Cars.com通过引入 “we Met o n Cars.com” 活动将自己重新定位为一个在人与汽车之间创造化学反应的品牌，该活动向我们展示了一个可以使引擎旋转并使火花飞扬的媒人。 因此，当到了超级碗的时候，我们知道在线汽车搜索在大型比赛中飙升 (主要是由于高调的汽车广告)，所以我们的目标是拦截这种行为，并重定向人们o Cars.com找到他们的 “一个”。但对我们来说更有趣的是，它让我们能够带着我们的目标，在世界上最大的舞台上扮演媒人。 描述创意 (投票30%) 我们创建了 “The Big Match”-一个实时社交响应Twitter活动，帮助观众将超级碗广告中的汽车联系起来。但不仅仅是大型游戏汽车广告中的汽车-我们在任何超级碗广告中都发现了任何汽车。竞选活动介绍了我们的媒人角色，他热切地从他r Cars.com的客厅观看超级碗，准备发现一辆汽车，并在现场播出后立即快速回复推文，并n Cars.com该汽车的链接。 描述策略 (投票20%) 我们在超级碗期间的 “进路” r Cars.com源于这样一种洞察力，即在大型比赛期间，人们对汽车品牌的兴趣激增，这要归功于新车广告的浪潮。凭借超级碗令人难以置信的广泛影响力，我们知道许多球迷也会在市场上寻找他们完美的汽车。 我们使用关键字分析，谷歌趋势研究和社交倾听来了解超级碗观众在哪里获得汽车广告的修复，定义了汽车获胜的三个关键平台: 谷歌搜索，Twitter和YouTube。 我们专注于建立超级碗球迷的现有行为，在他们已经存在的地方拦截他们。我们通过证明他们对优质汽车广告的兴趣反映了我们的品牌宗旨，即为购车者寻找完美的汽车匹配，从而引导了这些人的o Cars.com。 描述执行情况 (投票20%) 在超级碗比赛的前几天，我们在社交和预赛中嘲笑了这场大型比赛。在没有展示我们的手的情况下，我们为 “今年最大的比赛” 大肆宣传。然后在超级碗周日，我们在 @ carsdotcom的Twitter帐户上介绍了Big Match和我们的媒人。我们的媒人已经准备好对每一个以汽车为特色的广告品牌进行现场推特回复。 当一个品牌的广告播出时，我们在推特上回复了一个定制的视频链接，指向确切的汽车n Cars.com。每个回复都提供了定制的内容: Expensify滴入金色，而百事可乐则以标志性的饮料镜头为特色。如果用户喜欢广告中的汽车，则只需单击一下即可n Cars.com。我们甚至将Maroon 5的半场表演变成了拥有五辆Maroon汽车的半场陈列室。 每当有人搜索超级碗时，我们还通过运行量身定制的SEM广告来拦截Google流量。 列出结果 (投票30%) 尽管这是一年中最繁忙的夜晚，如此多的品牌以巨额预算和著名的名人争夺注意力，但这场盛大的比赛在网上引起了共鸣，并带来了lif e Cars.com作为媒人的新目标。 仅在超级碗周日晚上，该活动就获得了2700万次观看，970K条推文，当天的网站访问量增加了42% %。 超级碗周日的SEO流量比超级碗周日2018年高57.9%。 也许最重要的是，我们做了数百万场比赛，让人们说 “我们遇到了n Cars.com”。
大比赛
案例简介：Why is this work relevant for Direct? Cars.com exists to create car chemistry between people and cars. The Big Match was a live response campaign on Twitter that not only demonstrated our brand purpose of being a “matchmaker” to our followers, it also intercepted millions of people searching in real time for cars they had just seen in a Super Bowl commercial. And not just for the car commercials—any commercial with a car. Background In 2018, Cars.com underwent its first-ever rebrand since its launch in 1998. In a cluttered market focused on functionality, Cars.com repositioned themselves as a brand that exists to create chemistry between people and cars by introducing the 'We Met on Cars.com' campaign that showcased us a matchmaker that revs your engine and makes sparks fly. Therefore, when it came time for Super Bowl, we knew online cars searches spike during the big game (largely due to high profile car ads), so we aimed to intercept this behavior and redirect people to Cars.com to find their “one.” The Big Match leaned into a popular search behavior, but even more interesting to us was that it allowed us to lead with our purpose and play matchmaker on the world’s biggest stage. Describe the creative idea (30% of vote) We created “The Big Match” - a real-time social response Twitter campaign that helped connect viewers to the cars in Super Bowl ads. But not just the cars in big game car commercials - we identified any car in any Super Bowl ad. The campaign introduced our Matchmaker character who was eagerly watching the Super Bowl from her Cars.com living room, ready to spot a car and quickly reply-tweet with a link to that car on Cars.com, right after the spot aired. Describe the strategy (20% of vote) Our “way in” for Cars.com during the Super Bowl sparked from the insight that interest in car brands spikes during the days around the Big Game, thanks to the wave of new car ads. With the incredibly broad reach of Super Bowl, we knew many of the fans would also be in the market for their perfect car. We used keyword analysis, Google Trends research, and social listening to understand where Super Bowl viewers were getting their fix for car commercials, defining three key platforms for Cars to win: Google search, Twitter, and YouTube. We focused on building upon existing behaviors of Super Bowl fans, intercepting them where they already are. We steered these people to Cars.com by demonstrating that their interest for great car commercials mirrored our brand purpose of finding car-shoppers their perfect automotive match. Describe the execution (20% of vote) Days before Super Bowl, we teased The Big Match on social and pre-roll. Without showing our hand, we built up hype for “the biggest match of the year”. Then on Super Bowl Sunday, we introduced The Big Match and our Matchmaker on @carsdotcom’s Twitter account. Our Matchmaker was ready to live-tweet reply to every advertising brand whose ad featured a car. When a brand’s ad aired, we reply-tweeted with a customized video link to the exact car on Cars.com. Every response delivered customized content: Expensify dripped in gold while Pepsi featured the iconic drink shot. If a user liked the car in the ad, they could meet it on Cars.com with a single click. We even turned Maroon 5’s halftime show into the Halftime Showroom featuring Five Maroon Cars. We also intercepted Google traffic by running tailored SEM ads any time someone searched for a Super Bowl spot. List the results (30% of vote) Despite being the busiest night of the year where so many brands compete for attention with big budgets, and famed celebs, The Big Match resonated online and brought to life Cars.com’s new purpose as a matchmaker. During the evening of Super Bowl Sunday alone, the campaign received 27+ million views, 970K+ tweets, and increased site traffic by 42% for that day. SEO Traffic on Super Bowl Sunday was +57.9% over Super Bowl Sunday in 2018. And perhaps best of all, we made millions of matches that left people saying “we met on Cars.com.”
The Big Match
案例简介：为什么这项工作与直接相关？ Cars.com的存在是为了在人与车之间创造汽车化学。这场大比赛是Twitter上的现场回应活动，不仅向我们的追随者展示了我们作为 “媒人” 的品牌宗旨，还拦截了数百万人实时搜索他们刚刚在超级碗广告中看到的汽车。不仅仅是汽车广告 -- 任何有汽车的广告。 背景 2018年，Cars.com经历了自1998年推出以来的首次品牌重塑。在一个专注于功能的混乱市场中，Cars.com通过引入 “we Met o n Cars.com” 活动将自己重新定位为一个在人与汽车之间创造化学反应的品牌，该活动向我们展示了一个可以使引擎旋转并使火花飞扬的媒人。 因此，当到了超级碗的时候，我们知道在线汽车搜索在大型比赛中飙升 (主要是由于高调的汽车广告)，所以我们的目标是拦截这种行为，并重定向人们o Cars.com找到他们的 “一个”。但对我们来说更有趣的是，它让我们能够带着我们的目标，在世界上最大的舞台上扮演媒人。 描述创意 (投票30%) 我们创建了 “The Big Match”-一个实时社交响应Twitter活动，帮助观众将超级碗广告中的汽车联系起来。但不仅仅是大型游戏汽车广告中的汽车-我们在任何超级碗广告中都发现了任何汽车。竞选活动介绍了我们的媒人角色，他热切地从他r Cars.com的客厅观看超级碗，准备发现一辆汽车，并在现场播出后立即快速回复推文，并n Cars.com该汽车的链接。 描述策略 (投票20%) 我们在超级碗期间的 “进路” r Cars.com源于这样一种洞察力，即在大型比赛期间，人们对汽车品牌的兴趣激增，这要归功于新车广告的浪潮。凭借超级碗令人难以置信的广泛影响力，我们知道许多球迷也会在市场上寻找他们完美的汽车。 我们使用关键字分析，谷歌趋势研究和社交倾听来了解超级碗观众在哪里获得汽车广告的修复，定义了汽车获胜的三个关键平台: 谷歌搜索，Twitter和YouTube。 我们专注于建立超级碗球迷的现有行为，在他们已经存在的地方拦截他们。我们通过证明他们对优质汽车广告的兴趣反映了我们的品牌宗旨，即为购车者寻找完美的汽车匹配，从而引导了这些人的o Cars.com。 描述执行情况 (投票20%) 在超级碗比赛的前几天，我们在社交和预赛中嘲笑了这场大型比赛。在没有展示我们的手的情况下，我们为 “今年最大的比赛” 大肆宣传。然后在超级碗周日，我们在 @ carsdotcom的Twitter帐户上介绍了Big Match和我们的媒人。我们的媒人已经准备好对每一个以汽车为特色的广告品牌进行现场推特回复。 当一个品牌的广告播出时，我们在推特上回复了一个定制的视频链接，指向确切的汽车n Cars.com。每个回复都提供了定制的内容: Expensify滴入金色，而百事可乐则以标志性的饮料镜头为特色。如果用户喜欢广告中的汽车，则只需单击一下即可n Cars.com。我们甚至将Maroon 5的半场表演变成了拥有五辆Maroon汽车的半场陈列室。 每当有人搜索超级碗时，我们还通过运行量身定制的SEM广告来拦截Google流量。 列出结果 (投票30%) 尽管这是一年中最繁忙的夜晚，如此多的品牌以巨额预算和著名的名人争夺注意力，但这场盛大的比赛在网上引起了共鸣，并带来了lif e Cars.com作为媒人的新目标。 仅在超级碗周日晚上，该活动就获得了2700万次观看，970K条推文，当天的网站访问量增加了42% %。 超级碗周日的SEO流量比超级碗周日2018年高57.9%。 也许最重要的是，我们做了数百万场比赛，让人们说 “我们遇到了n Cars.com”。
The Big Match
案例简介：Why is this work relevant for Direct? Cars.com exists to create car chemistry between people and cars. The Big Match was a live response campaign on Twitter that not only demonstrated our brand purpose of being a “matchmaker” to our followers, it also intercepted millions of people searching in real time for cars they had just seen in a Super Bowl commercial. And not just for the car commercials—any commercial with a car. Background In 2018, Cars.com underwent its first-ever rebrand since its launch in 1998. In a cluttered market focused on functionality, Cars.com repositioned themselves as a brand that exists to create chemistry between people and cars by introducing the 'We Met on Cars.com' campaign that showcased us a matchmaker that revs your engine and makes sparks fly. Therefore, when it came time for Super Bowl, we knew online cars searches spike during the big game (largely due to high profile car ads), so we aimed to intercept this behavior and redirect people to Cars.com to find their “one.” The Big Match leaned into a popular search behavior, but even more interesting to us was that it allowed us to lead with our purpose and play matchmaker on the world’s biggest stage. Describe the creative idea (30% of vote) We created “The Big Match” - a real-time social response Twitter campaign that helped connect viewers to the cars in Super Bowl ads. But not just the cars in big game car commercials - we identified any car in any Super Bowl ad. The campaign introduced our Matchmaker character who was eagerly watching the Super Bowl from her Cars.com living room, ready to spot a car and quickly reply-tweet with a link to that car on Cars.com, right after the spot aired. Describe the strategy (20% of vote) Our “way in” for Cars.com during the Super Bowl sparked from the insight that interest in car brands spikes during the days around the Big Game, thanks to the wave of new car ads. With the incredibly broad reach of Super Bowl, we knew many of the fans would also be in the market for their perfect car. We used keyword analysis, Google Trends research, and social listening to understand where Super Bowl viewers were getting their fix for car commercials, defining three key platforms for Cars to win: Google search, Twitter, and YouTube. We focused on building upon existing behaviors of Super Bowl fans, intercepting them where they already are. We steered these people to Cars.com by demonstrating that their interest for great car commercials mirrored our brand purpose of finding car-shoppers their perfect automotive match. Describe the execution (20% of vote) Days before Super Bowl, we teased The Big Match on social and pre-roll. Without showing our hand, we built up hype for “the biggest match of the year”. Then on Super Bowl Sunday, we introduced The Big Match and our Matchmaker on @carsdotcom’s Twitter account. Our Matchmaker was ready to live-tweet reply to every advertising brand whose ad featured a car. When a brand’s ad aired, we reply-tweeted with a customized video link to the exact car on Cars.com. Every response delivered customized content: Expensify dripped in gold while Pepsi featured the iconic drink shot. If a user liked the car in the ad, they could meet it on Cars.com with a single click. We even turned Maroon 5’s halftime show into the Halftime Showroom featuring Five Maroon Cars. We also intercepted Google traffic by running tailored SEM ads any time someone searched for a Super Bowl spot. List the results (30% of vote) Despite being the busiest night of the year where so many brands compete for attention with big budgets, and famed celebs, The Big Match resonated online and brought to life Cars.com’s new purpose as a matchmaker. During the evening of Super Bowl Sunday alone, the campaign received 27+ million views, 970K+ tweets, and increased site traffic by 42% for that day. SEO Traffic on Super Bowl Sunday was +57.9% over Super Bowl Sunday in 2018. And perhaps best of all, we made millions of matches that left people saying “we met on Cars.com.”
大比赛
暂无简介
The Big Match
暂无简介
基本信息
- 广告战役： #Cars.com-网络-4a02#
- 广告品牌： Cars.com
- 发布日期： 2000
- 行业领域： 出行工具 , 汽车/工具
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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