Geeks Go For #CC9900|短视频|广告营销案例【ADGuider广告指南】

极客们喜欢 # CC9900

案例简介：战略软件工程师是一个独特的观众。我们知道我们不能通过标准的沟通渠道和他们交谈。任何试图通过广告来维护我们的软件智慧的尝试都将是浪费，并且会遇到怀疑和怀疑的结合，甚至更糟糕的是冷漠。为了得到软件工程师的关注，并在他们的世界中赢得通用电气的一些信誉,我们用只有他们懂的语言和他们交谈 -- 二进制代码。我们利用我们对 2016 届奥运会和推特的赞助来展示工业互联网，并推出全球编码我们设置了一系列三个越来越困难的技术挑战，并通过二进制推文以及不可抗拒的二进制横幅和海报吸引软件工程师应对挑战代码。媒体战略数据在我们的创造性执行中无处不在。数据构成了我们编码受众面临的许多创造性挑战的核心，从将二进制数据转录到 ASCII 或筛选千兆像素图像的数据以找到隐藏的代码。最后也是最困难的挑战是将声音的原始数据转化为一个图像，当程序员试图确定声音的含义时，这个图像一直持续到深夜。在整个活动中，数据也被用来了解利基受众，以引人注目的方式接触他们,以及指导他们完成一系列挑战。随着每个编码挑战的发布，通用电气使用数据实时了解参赛者的进展。如果一个挑战难倒了大量的参赛者，通用电气会发布一个提示或提示来帮助他们。活动描述里约奥运会是世界上最好的运动员的舞台，我们用它来吸引世界上最好的软件工程师。作为奥运会的技术合作伙伴，通用电气在里约的机器在推特上用一种只有程序员才能理解的语言 -- 二进制代码。这使我们能够吸引那些对通用电气的消息毫无兴趣的难以接触的观众。但是为了激发他们的兴趣，我们给了程序员一些他们无法抗拒的东西，一个挑战。隐藏在机器推文中的是对软件机器的三部分技术挑战。第一个挑战是获取机器的二进制推文并将其翻译成 ASCII 艺术。第二，编写代码来找到隐藏在千兆像素图像中的二进制文件，或者参与者可以花几天时间手动搜索它。最后的挑战是程序员的头。一张似乎是通用电气标志的图片被发推特，参与者没有得到比这更多的指导。诀窍是将图像中的波浪线识别为 spectogram，然后编写代码从图像中重建声音，以揭示一个秘密的 URL。佐尔坦 · 萨博是第一个在 15 天内完成挑战的人，赢得了 10,000 美元的奖金。结果这场运动不仅吸引了一些世界上最好的软件工程师和数据科学家的参与，还吸引了大量的公关人员,以及主要市场的流量。极客们选择 # cc9900 让全球媒体谈论通用电气是一家在全球拥有 19,000,000 媒体印象的科技公司。它还吸引了世界顶级科技人才参与这项活动，拥有 110,000 多个独特的网站访问量 (对于利基观众来说是一个巨大的数字)来自世界 138 多个国家。最重要的是，程序员的招聘增加了 27%。概要通用电气正处于从一家工业公司向一家数字工业公司的巨大转变之中。工业互联网从根本上改变了他们的业务，以及他们需要在其中工作的人的类型。通用电气需要全世界的软件工程师和数据科学家来选择一份工作，而不是在硅谷扮演一个角色。尽管通用电气拥有硬件信誉，但他们还没有软件街头信誉来让他们成为首选雇主。这是必须赢得的东西。相关性通用电气的极客选择 # cc9900 (顺便说一下，这是黄金的十六进制代码) 它的开发是为了在世界各地的软件工程师中获得关注和信誉，使用一种只有他们才能理解的语言 -- 二进制代码。数据、数字渠道和通用电气最大的全球赞助，2016 里约奥运会,被用来展示通用电气的软件工程能力，并向非常利基的受众发起全球编码挑战。虽然世界其他地方对里约令人难以置信的运动能力表现失去了理智，但软件工程师对我们的挑战失去了理智。

极客们喜欢 # CC9900

案例简介：Strategy Software engineers are a unique audience. We knew that we couldn’t talk to them through standard communication channels. Any attempt to assert our software smarts through advertising would be both wasteful and met with a combination of skepticism and incredulity, or even worse, indifference.To get the attention of software engineers and earn GE some credibility in their world, we spoke to them in the language that only they understand – binary code.We used our sponsorship of the 2016 Olympic Games and Twitter to demonstrate the Industrial Internet and launch a global coding challenge to a very niche audience.We set a series of three increasingly difficult technical challenges and drew software engineers to the challenge with binary tweets, along with irresistible banners and posters in binary code. MediaStrategy Data was omnipresent throughout our creative execution. Data formed the core of many of the creative challenges tasked to our coding audience, from transcribing binary data to ASCII or sifting through the data of a gigapixel image to find the hidden code. The last and most difficult challenge transformed the raw data of a sound into an image that kept coders up late into the night the world over as they tried to determine its meaning.Data was also used throughout the campaign to understand the niche audience, reach them in a compelling way, as well as guide them through a series of challenges.As each of the coding challenges were released, GE used data to understand, in real-time, contestants' progression. If a challenge was stumping a large volume of contestants, GE would publish a hint or tip to assist them. CampaignDescription The Rio Olympics is the stage for the world’s best athletes, we used it to attract the world’s best software engineers. As a technology partner to the Olympics, GE machines in Rio initiated conversations on twitter in a language that only coders would understand – binary code.This allowed us to engage a hard-to-reach audience who had zero interest in hearing from GE.But to really pique their interest, we gave coders something they couldn't resist, a challenge. Hidden in the machines’ tweets was a 3-part tech challenge against software-enabled machines.The first challenge was to take the machines’ binary tweets and translate them into ASCII art.The second, was to write code to find binary hidden in a gigapixel image, or participants could spend days searching for it manually.The final challenge did coders’ heads in. An image of what appeared to be a GE logo was tweeted and participants were given no more guidance than this. The trick was to recognize the wavy lines in the image as a spectogram, then write code to reconstruct sound from the image to reveal a secret URL.Zoltan Szabo was the first to complete the challenges in 15 days, winning the $10,000 prize. Outcome The campaign not only got some of the world’s best software engineers and data scientists to participate, but also attracted a significant amount of PR, and traffic across key markets.GEeks go for #cc9900 got the global media talking about GE as a tech company with over 19,000,000 media impressions globally.It also got the world’s top tech talent participating in the campaign with over 110,000 unique website visits (a massive number for a niche audience) from over 138 countries around the world.Best of all, there was a 27% increase in recruitment of coders. Synopsis GE is in the middle of a huge transformation, from an industrial company, to a digital industrial company. The Industrial Internet has fundamentally changed their business, and the type of people they require to work in it.GE needed software engineers and data scientists the world over to choose a job with them over a role in Silicon Valley. And whilst GE had the hardware cred in spades, they didn’t yet have the software street cred to make them an employer of choice. This is something that had be earned. Relevancy GE's GEeks Go for #cc9900 (that’s hexadecimal code for gold, by the way) was developed to gain attention and earn credibility with software engineers around the world using a language that only they would understand – binary code.Data, digital channels and GE's biggest global sponsorship, the 2016 Rio Olympics, were used to demonstrate GE's software engineering capabilities and launch a global coding challenge to a very niche audience.Whilst the rest of the world lost its mind for the incredible displays of athleticism at Rio, software engineers lost their minds for our challenge.