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一对二
案例简介：背景 在没有超级碗存在2018年的情况下，我们着手提高谈话价值，并以一种不太传统的方式推进 “饥饿时你不是你” 的品牌故事。怀着成为世界上最受关注的品牌的雄心，我们的目标是通过在我们出现的地方和方式上令人惊讶的粉丝来推动赢得的影响力和文化相关性。 描述创意 我们创造了世界上最糟糕的报价-一个Snickers酒吧的电子优惠券，价格为两个 (普通Snickers酒吧的价格的两倍) 当然，有些人上钩了。 但是我们没有利用那些点击的人。取而代之的是，我们让他们坐下来，与一位生活教练进行了温柔、心连心的交谈，这位教练表达了他对他们福祉的关注。 他最终在士力架上给了他们一个更好的、可立即赎回的交易，以确保这种情况不会再次发生。 描述策略 作为一个以 “每个人原型” 为基础的品牌，我们使用了以NFL为重点的购买，并在梦幻足球网站上展示了我们不太理想的报价展示媒体，用户经常花大量时间研究每周的草稿和交易游戏。我们不仅会从目标受众那里获得更多印象，而且还更有可能找到 “饥饿” 的消费者。 描述执行情况 执行的目的是超越最初的旗帜，并以更大的体验使观众感到惊讶。 它从一个糟糕的报价开始-一个士力架酒吧，价格为两个，这当然是普通士力架酒吧价格的两倍。 但是当然，很多人上钩了。 那些确实获得了一段视频的人，其中敏感的生活教练表达了对自己幸福的关注; 与错误有关，解释说饥饿会影响所有人; 并为他们提供了更好的士力架报价，以便他们可以与自己的真实身份保持联系。在这一点上，我们看到了一个超级: “当你饿的时候，你会感到困惑。” 他最终在士力架上给了他们一个更好的、可立即赎回的交易，以确保这种情况不会再次发生。 列出结果 士力架的核心信息是饥饿会带来后果。点击我们欺骗性的一对二报价的近35,000个人亲身经历了这一过程，每个人平均花费: 33秒与我们的生活教练在一起，并在此过程中学习了有趣而宝贵的一课-互联网是您饿了的地方。
一对二
案例简介：Background In the absence of a Super Bowl presence in 2018, we set out to drive talk value and advance the brand story of “You’re Not You When You’re Hungry” in a less traditional way. With an ambition of being the world’s most talked-about brand, our goal was to drive earned reach and cultural relevance through surprising fans in the places and ways we showed up. Describe the creative idea We created the world’s worst offer—an e-Coupon for one Snickers bar for the price of two (double the price of a regular Snickers bar) Of course, some people took the bait. But we didn’t take advantage of those who clicked. Instead, we sat them down for a gentle, heart-to-heart talk with a life coach who expresses his concern for their well-being. He ultimately gives them a better, instantly redeemable deal on SNICKERS to ensure this doesn’t happen again. Describe the strategy As a brand grounded in the “everyman archetype” we used an NFL-focused buy and showed up with our less-than-ideal offer display media on fantasy football websites where users often spend lots of time researching drafts and trades for week-to-week gameplay. Not only would we garner more impressions from our target audience, we would also be more likely to find “hungry” consumers who were off their game. Describe the execution The execution was designed to go beyond the initial banner and surprise the audience with a larger experience. It started with a terrible offer – one Snickers bar for the price of two, which is of course, double the price of a regular SNICKERS bar. But of course, plenty of people took the bait. Those that did got a video where a sensitive life coach expresses concern for their well being; relates to the mistake, explaining that hunger affects everyone; and gives them a better offer for Snickers, so that they can get back in touch with who they really are. At this point we see a super: “YOU’RE CONFUSED WHEN YOU’RE HUNGRY.” He ultimately gives them a better, instantly redeemable deal on SNICKERS to ensure this doesn’t happen again. List the results SNICKERS core message is that hunger has consequences. The nearly 35,000 people who clicked through on our deceptive one-for-two offer experienced that firsthand, with each person spending an average of :33 seconds with our life coach, and learning a funny and valuable lesson along the way – the internet is no place to be when you’re hungry.
One for Two
案例简介：背景 在没有超级碗存在2018年的情况下，我们着手提高谈话价值，并以一种不太传统的方式推进 “饥饿时你不是你” 的品牌故事。怀着成为世界上最受关注的品牌的雄心，我们的目标是通过在我们出现的地方和方式上令人惊讶的粉丝来推动赢得的影响力和文化相关性。 描述创意 我们创造了世界上最糟糕的报价-一个Snickers酒吧的电子优惠券，价格为两个 (普通Snickers酒吧的价格的两倍) 当然，有些人上钩了。 但是我们没有利用那些点击的人。取而代之的是，我们让他们坐下来，与一位生活教练进行了温柔、心连心的交谈，这位教练表达了他对他们福祉的关注。 他最终在士力架上给了他们一个更好的、可立即赎回的交易，以确保这种情况不会再次发生。 描述策略 作为一个以 “每个人原型” 为基础的品牌，我们使用了以NFL为重点的购买，并在梦幻足球网站上展示了我们不太理想的报价展示媒体，用户经常花大量时间研究每周的草稿和交易游戏。我们不仅会从目标受众那里获得更多印象，而且还更有可能找到 “饥饿” 的消费者。 描述执行情况 执行的目的是超越最初的旗帜，并以更大的体验使观众感到惊讶。 它从一个糟糕的报价开始-一个士力架酒吧，价格为两个，这当然是普通士力架酒吧价格的两倍。 但是当然，很多人上钩了。 那些确实获得了一段视频的人，其中敏感的生活教练表达了对自己幸福的关注; 与错误有关，解释说饥饿会影响所有人; 并为他们提供了更好的士力架报价，以便他们可以与自己的真实身份保持联系。在这一点上，我们看到了一个超级: “当你饿的时候，你会感到困惑。” 他最终在士力架上给了他们一个更好的、可立即赎回的交易，以确保这种情况不会再次发生。 列出结果 士力架的核心信息是饥饿会带来后果。点击我们欺骗性的一对二报价的近35,000个人亲身经历了这一过程，每个人平均花费: 33秒与我们的生活教练在一起，并在此过程中学习了有趣而宝贵的一课-互联网是您饿了的地方。
One for Two
案例简介：Background In the absence of a Super Bowl presence in 2018, we set out to drive talk value and advance the brand story of “You’re Not You When You’re Hungry” in a less traditional way. With an ambition of being the world’s most talked-about brand, our goal was to drive earned reach and cultural relevance through surprising fans in the places and ways we showed up. Describe the creative idea We created the world’s worst offer—an e-Coupon for one Snickers bar for the price of two (double the price of a regular Snickers bar) Of course, some people took the bait. But we didn’t take advantage of those who clicked. Instead, we sat them down for a gentle, heart-to-heart talk with a life coach who expresses his concern for their well-being. He ultimately gives them a better, instantly redeemable deal on SNICKERS to ensure this doesn’t happen again. Describe the strategy As a brand grounded in the “everyman archetype” we used an NFL-focused buy and showed up with our less-than-ideal offer display media on fantasy football websites where users often spend lots of time researching drafts and trades for week-to-week gameplay. Not only would we garner more impressions from our target audience, we would also be more likely to find “hungry” consumers who were off their game. Describe the execution The execution was designed to go beyond the initial banner and surprise the audience with a larger experience. It started with a terrible offer – one Snickers bar for the price of two, which is of course, double the price of a regular SNICKERS bar. But of course, plenty of people took the bait. Those that did got a video where a sensitive life coach expresses concern for their well being; relates to the mistake, explaining that hunger affects everyone; and gives them a better offer for Snickers, so that they can get back in touch with who they really are. At this point we see a super: “YOU’RE CONFUSED WHEN YOU’RE HUNGRY.” He ultimately gives them a better, instantly redeemable deal on SNICKERS to ensure this doesn’t happen again. List the results SNICKERS core message is that hunger has consequences. The nearly 35,000 people who clicked through on our deceptive one-for-two offer experienced that firsthand, with each person spending an average of :33 seconds with our life coach, and learning a funny and valuable lesson along the way – the internet is no place to be when you’re hungry.
一对二
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One for Two
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