营销日历 营销导航 热门搜索 使用技巧
广告营销案例

    您的体验已到期

    免费领取会员>
    Mctrax短视频广告营销案例

    本案例默认翻译为中文,点击可切换回原语言

    已切换成原语言,点击可翻译成中文

    Mctrax

    案例简介:活动描述 创作音乐真的可以激发年轻人的创造力。这就是为什么麦当劳在荷兰推出 McTrax。一张纸餐垫变成了一个完整的音乐制作站。通过在一张纸上使用导电墨水,人们可以将我们的餐垫连接到他们的智能手机上。每一个接触点都触发了一个完整的 soundbank 来激发他们的创造力。只要选择一个节拍,人们就可以去创造他们自己的声音和旋律。然后,你可以用任何效果来调整你的轨迹。你甚至可以录制自己的声音!这就是我们如何通过在麦当劳展示年轻人的音乐技能来挑战他们的天赋。 战略 谷歌和 YouTube 上 DJ 和制作人教程的搜索量大幅增加,揭示了许多荷兰年轻人的共同梦想。成为著名的,因此许多著名的荷兰 dj 和制作人的例子。这种数据洞察引发了麦当劳拥抱观众的这种创造性野心。简介: 创造一个创新的想法,以鼓舞人心和创新的方式实现他们的梦想。为了积极支持这一创造性的雄心,麦当劳想出了一种新的创新方法来对待他们著名的餐垫。一个技术驱动、社交和移动第一的想法,增加了乐趣,更新了麦当劳的体验。 结果 随着竞选活动最近 (2016年4月21日) 开始,现在分享还为时过早。 概要 荷兰青少年是麦当劳最频繁的访客。但是如何与这些观众保持强烈的情感接触呢?由于他们已经超越了快乐餐,他们倾向于与品牌建立更多功能、价值驱动的联系。麦当劳想把他们的访问转变为一个伟大的时刻和一个快乐的体验,除了他们的餐馆访问。 执行 两个月后,我们从创意到原型再到最终产品。硬件、软件和创意机构合作,将这一想法付诸实践。在设计中,我们专注于制作音乐的直觉本质。支持这一点的主要元素是原色、大按钮、大 (钢琴) 键和超干净的用户界面。纸餐垫由导电墨水和带有 26 个数字触摸点的电路板组成。然而,保持它薄而真实。你放在餐垫中心的手机,主要作为餐垫上互动的反馈屏幕。它支持你在有形的纸上做音乐的整个想法。我们在荷兰的一家麦当劳推出了 McTrax。Facebook 和 YouTube 上的在线视频吸引了更多的观众。

    Mctrax

    案例简介:Campaign Description Creating music can really trigger creativity in young people. That's why McDonald’s in the Netherlands introduced McTrax. A paper placemat turned into a full music production station. By the use of conductive ink on a piece of paper people could connect our placemat to their smartphone. Every touchpoint triggered a full soundbank to kickstart their creativity. Just select a beat and people were good to go to create their own sounds and melodies. Then, you could tweak your track with any kind of effect. You could even record your own vocals! This is how we challenged young people’s talent by showing their music skills at McDonalds. Strategy A strong increase in search volume for DJ and Producer-tutorials on Google and YouTube revealed a dream that many Dutch youngsters share. Becoming famous, hence the many examples of famous Dutch dj’s and producers. This data insight triggered McDonald's to embrace this creative ambition of their audience. The brief: create an innovative idea to bring their dream to live in an inspiring and innovative way. To actively support this creative ambition, McDonald’s came up with a new and innovative approach to their famous placemat. A technology driven, social and mobile first idea, that adds fun and renews the experience of a McDonald’s visit. Outcome Too early to share as the campaign started recently (April 21, 2016). Synopsis Dutch teens are the most frequent visitors of McDonald’s. But how to maintain a strong emotional engagement with this audience? Since they’ve outgrown the Happy Meal, they tend to develop a more functional, value driven connection with the brand. McDonald’s wants to transform their visit to a great moment and a joyful experience, beyond their restaurant visit. Execution In two months time we went from idea to prototype to final product. Hardware, software and creative agencies partnered to bring this idea to life. In the design we focused on the intuitive nature of making music. Main elements to support this were primary colours, big buttons, large (piano) keys and a super clean user interface. The paper placemat consist of conductive ink and a circuit board with 26 digital touch points. However keeping it thin but real to the touch. The mobile phone you place at the center of the placemat, functions primarily as feedback screen for the interactions on the paper placemat. It supports the whole idea that you make music on the physically tangible paper placemat.We have introduced McTrax in one McDonald’s in the Netherlands. The online video on Facebook and YouTube reached a wider audience.

    Mctrax

    案例简介:活动描述 创作音乐真的可以激发年轻人的创造力。这就是为什么麦当劳在荷兰推出 McTrax。一张纸餐垫变成了一个完整的音乐制作站。通过在一张纸上使用导电墨水,人们可以将我们的餐垫连接到他们的智能手机上。每一个接触点都触发了一个完整的 soundbank 来激发他们的创造力。只要选择一个节拍,人们就可以去创造他们自己的声音和旋律。然后,你可以用任何效果来调整你的轨迹。你甚至可以录制自己的声音!这就是我们如何通过在麦当劳展示年轻人的音乐技能来挑战他们的天赋。 战略 谷歌和 YouTube 上 DJ 和制作人教程的搜索量大幅增加,揭示了许多荷兰年轻人的共同梦想。成为著名的,因此许多著名的荷兰 dj 和制作人的例子。这种数据洞察引发了麦当劳拥抱观众的这种创造性野心。简介: 创造一个创新的想法,以鼓舞人心和创新的方式实现他们的梦想。为了积极支持这一创造性的雄心,麦当劳想出了一种新的创新方法来对待他们著名的餐垫。一个技术驱动、社交和移动第一的想法,增加了乐趣,更新了麦当劳的体验。 结果 随着竞选活动最近 (2016年4月21日) 开始,现在分享还为时过早。 概要 荷兰青少年是麦当劳最频繁的访客。但是如何与这些观众保持强烈的情感接触呢?由于他们已经超越了快乐餐,他们倾向于与品牌建立更多功能、价值驱动的联系。麦当劳想把他们的访问转变为一个伟大的时刻和一个快乐的体验,除了他们的餐馆访问。 执行 两个月后,我们从创意到原型再到最终产品。硬件、软件和创意机构合作,将这一想法付诸实践。在设计中,我们专注于制作音乐的直觉本质。支持这一点的主要元素是原色、大按钮、大 (钢琴) 键和超干净的用户界面。纸餐垫由导电墨水和带有 26 个数字触摸点的电路板组成。然而,保持它薄而真实。你放在餐垫中心的手机,主要作为餐垫上互动的反馈屏幕。它支持你在有形的纸上做音乐的整个想法。我们在荷兰的一家麦当劳推出了 McTrax。Facebook 和 YouTube 上的在线视频吸引了更多的观众。

    Mctrax

    案例简介:Campaign Description Creating music can really trigger creativity in young people. That's why McDonald’s in the Netherlands introduced McTrax. A paper placemat turned into a full music production station. By the use of conductive ink on a piece of paper people could connect our placemat to their smartphone. Every touchpoint triggered a full soundbank to kickstart their creativity. Just select a beat and people were good to go to create their own sounds and melodies. Then, you could tweak your track with any kind of effect. You could even record your own vocals! This is how we challenged young people’s talent by showing their music skills at McDonalds. Strategy A strong increase in search volume for DJ and Producer-tutorials on Google and YouTube revealed a dream that many Dutch youngsters share. Becoming famous, hence the many examples of famous Dutch dj’s and producers. This data insight triggered McDonald's to embrace this creative ambition of their audience. The brief: create an innovative idea to bring their dream to live in an inspiring and innovative way. To actively support this creative ambition, McDonald’s came up with a new and innovative approach to their famous placemat. A technology driven, social and mobile first idea, that adds fun and renews the experience of a McDonald’s visit. Outcome Too early to share as the campaign started recently (April 21, 2016). Synopsis Dutch teens are the most frequent visitors of McDonald’s. But how to maintain a strong emotional engagement with this audience? Since they’ve outgrown the Happy Meal, they tend to develop a more functional, value driven connection with the brand. McDonald’s wants to transform their visit to a great moment and a joyful experience, beyond their restaurant visit. Execution In two months time we went from idea to prototype to final product. Hardware, software and creative agencies partnered to bring this idea to life. In the design we focused on the intuitive nature of making music. Main elements to support this were primary colours, big buttons, large (piano) keys and a super clean user interface. The paper placemat consist of conductive ink and a circuit board with 26 digital touch points. However keeping it thin but real to the touch. The mobile phone you place at the center of the placemat, functions primarily as feedback screen for the interactions on the paper placemat. It supports the whole idea that you make music on the physically tangible paper placemat.We have introduced McTrax in one McDonald’s in the Netherlands. The online video on Facebook and YouTube reached a wider audience.

    Mctrax

    暂无简介

    Mctrax

    暂无简介

    基本信息

    综合评分
    {{getNumber(caseInfo.whole)}}

    暂无评分

    已有{{caseInfo.tatolPeople}}人评分

    创意
    {{getNumber(caseInfo.originality)}}
    文案
    {{getNumber(caseInfo.copywriting)}}
    视觉
    {{getNumber(caseInfo.visualEffect)}}

    案例详情

    涵盖全球100万精选案例,涉及2800个行业,包含63000个品牌

    热门节日97个,23个维度智能搜索

    • 项目比稿

      品类案例按时间展现,借鉴同品牌策略,比稿提案轻松中标

    • 创意策划

      任意搜索品牌关键词,脑洞创意策划1秒呈现

    • 竞品调研

      一键搜索竞品往年广告,一眼掌握对手市场定位

    • 行业研究

      热词查看洞悉爆点,抢占行业趋势红利

    登录后查看全部案例信息

    如果您是本案的创作者或参与者 可对信息进行完善

    案例评分

    综合
    {{wholeEm}} 请评分
    创意
    {{originalityEm}} 请评分
    文案
    {{copywritingEm}} 请评分
    动视
    {{visualEffectEm}} 请评分

    链接粘贴成功,ctrl+v 进行复制

    完善信息

    最多可填写1000个字符

    请填写正确的邮箱

    完善信息成功

    完善信息失败

    评分成功

    您已经完成过对该案例的评分了

    联系我们 返回广告案例顶部 分享广告案例 意见反馈 广告案例意见反馈 回到顶部 返回广告案例顶部

    链接粘贴成功,ctrl+v 进行复制

    扫码关注公众号完成登录

    登录即视为同意《用户协议》

    二维码失效

    刷新

    注册成功,赠送你10天会员体验权

    注册失败,请检查信息后重新输入