The Beauty Inside|短视频|广告营销案例【ADGuider广告指南】

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

里面的美

案例简介：描述活动/条目作为一个全球品牌娱乐节目，最大的限制是语言。利用 YouTube 作为平台，我们可以在大多数国家获得超过 12 种语言的英文原创内容和字幕。对大多数国家来说，观众的参与发生在 Facebook 内部，因为它已经包括了一个相当强大的翻译工具。中国是唯一的例外，所以我们在本地网站上单独运行整个程序。最后，我们有 100 个不同的官方亚历克斯，来自 10 多个不同的国家。结果里面的美是英特尔和东芝之间的合作。目标是更新 “英特尔 Inside” 活动，并将东芝超极本作为年轻人生活的一部分。亚历克斯的故事，一个每天在不同身体中醒来的人，为英特尔创造了 “重要的是什么” 的信息, 事实上，这个角色用他的超极本记录了他的日常面孔，这让电脑在整个系列中友好而受欢迎。额外的转折是有机会的，如果亚历克斯每天都有不同的身体，那么世界上的任何人都可以扮演他。所以，我们邀请观众以亚历克斯的身份提交他们自己的视频日记 -- 他们中的一些人进入了电影，一些人在 Facebook 上发布。该计划推出了预告片，建立了前提，并邀请人们在 Facebook 上扮演亚历克斯。随后，亚历克斯在 Facebook 上获得了生命，并开始与粉丝互动，并在 6 集每周讲述他的故事，在 YouTube 上收集了 7000万多次的浏览量，并在 Facebook 上进行了成千上万次的互动。我们使用在线广告、播种和社交媒体链接来吸引观众，包括通常专门用于电影发布的大空间，比如 YouTube 主页上的刊头。我们把这场运动当成了真正的电影发行，在夏天的中心上映，这是英特尔/东芝的关键销售期，因为大片上映，大学生准备重返学校。我们专注于为这部电影奠定基础，让好莱坞与硅谷的观众见面，以最大限度地增加媒体收入和内容分发。为了实现这一目标，我们战略性地瞄准了与我们的受众相关的博客作者 -- 赫芬顿邮报、连线、 Mashable 等。预告片和附带的材料提供了 “内心之美” 故事的一瞥，并播下了 “社交电影” 的想法，以获得兴趣并激发编辑的嗡嗡声。结果 (所有信息基于 8.5 周期间) 69,566,888 + 全球视图。查看来源: YouTube 、网站合作伙伴、 Twitter 、 Facebook 、 DailyMotion 、 MetaCafe 、全球努力、编辑推广、赢得媒体、移动 O 1,822,324 周 8.5 次移动约会! O 17,273,629 预告片视图 • 95,892 + Facebook 好友 8,300 + 推特粉丝推特: 192,808 的总互动，67,791,628 的推特印象，99% 的正面评论 378,000,000 + 品牌印象格言病毒视频图表连续 10 周，在第一名 3 次! YouTube: 在 13,423 条视频评论中，97% 条是正面的 Facebook: 13,514,394 用户互动 211 基于美国的原创文章，38 篇文章 • 捕获 87 个国际覆盖点击整体 360% 销售提升

里面的美

案例简介：DESCRIBE THE CAMPAIGN/ENTRY As a global Branded Entertainment program, the biggest restriction is language. Using YouTube as a platform allowed us to get in most countries with the original content in English and subtitles in more than 12 languages. For most countries, audience participation happened within Facebook since it already includes a fairly robust translation tool. China was the only exception, so we ran the entire program separately within local websites. In the end, we had 100 different official Alex's, from more than 10 different countries. RESULTS The Beauty Inside is a partnership between Intel and Toshiba. The objective was to refresh the "Intel Inside" campaign and feature the Toshiba Ultrabook as part of the life of young adults. The story of Alex, a man that wakes up every day in a different body, creates the message of "what's inside that matters" for Intel, and the fact the character used his Ultrabook to document his daily faces gave the computer a friendly, welcome presence through the entire series. The extra twist came with the opportunity that if Alex had a different body every day, then anyone in the world could play him. So, we invited the audience to submit their own video diaries as Alex - some of them made it into the film, some were posted on Facebook. The program launched with trailers establishing the premise and inviting people to play Alex on Facebook. Following that, Alex took life on Facebook and started to interact with fans and tell his story in 6 weekly episodes that gathered more than 70 million views on YouTube and had hundreds of thousands interactions on Facebook. We used online advertising, seeding and social media links to attract audiences, including big spaces usually dedicated to movie launches like the masthead on the YouTube home page. We treated the campaign like a real movie release, launching in the heart of summer, a key selling period for Intel/Toshiba as blockbuster films hit theaters and college students prepared to go back to school. We focused on laying the foundation for the film with Hollywood-meets-Silicon Valley audience in order to maximize earned media and distribution of content. To accomplish this, we strategically targeted bloggers that were relevant with our audience—Huffington Post, Wired, Mashable, etc. The trailer and accompanying materials provided a glimpse of "The Beauty Inside" story and seeded the idea of a "social film," to garner interest and inspire editorial buzz. RESULTS (ALL INFO BASED ON 8.5 WEEK PERIOD) • 69,566,888+ Global Views. • View Sources: YouTube, Site Partners, Twitter, Facebook, DailyMotion, MetaCafe, global efforts, editorial outreach, earned media, mobile o 1,822,324 Mobile Engagements in 8.5 Weeks! o 17,273,629 Trailer Views • 95,892+ Facebook Friends • 8,300+ Twitter Followers • Twitter: 192,808 Total Interactions, 67,791,628 Tweet Impressions, 99% positive comments • 378,000,000+ Brand Impressions • AdAge Viral Video Chart 10 Weeks in a row and 3 times at the #1 spot! • YouTube: Of the 13,423 video comments, 97% were positive • Facebook: 13,514,394 user interactions • 211 U.S. based original articles with 38 reposts • Captured 87 international coverage hits overall • 360% sales lift