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社会犯罪购物
案例简介：相关性 这个实时交流实验的成功归功于这个事件纯粹在媒体上点燃的热情。仅仅是社区动态在推特上引起了轰动。不是品牌本身，而是一组推特用户吸引了人们对与德国最成功的犯罪系列《塔特》的一集发生的事情相匹配的产品的关注。他们展示了 eBay 市场的多样性，没有广告信息，而是原创、智能和娱乐。追随者很高兴，并尽可能快地转发。 执行 EBay 短期选择了即将到来的 Tatort 剧集，并获得了顶级推特用户的支持。这些影响者对 Tatort 为 eBay 发表评论。实时社交电视: 每当一个产品在电影中扮演特殊角色时，团队都会创建一个尖锐的评论，并在推特上链接到相应的 eBay 优惠。总是原创，聪明和有趣。Tatort 上发生了什么，有一些愚蠢的对话，有些东西被打破了？推特立即发出。EBay Twitterers 深入到子讨论的世界。有时他们在谈论侦探的绿色皮夹克; 然后嫌疑人的虚拟现实护目镜是话题。追随者很高兴，并尽可能快地转发。 活动描述 几乎没有其他电视剧能在推特上引起更多关注。成千上万的人发推特，分享或简单地享受 # Tatort 评论。数百万人的相关性和话题。想法: 社会犯罪购物。与一组顶级推特用户进行实时第二屏幕实验 -- 但对易趣来说仍然是一场赌博。 结果 成功几乎是犯罪!该团队每 30 秒写一条推文，获得 2,700 条转发和喜欢，并在不到两个小时内获得 230,000 个印象。媒体和博主热情地报道，总影响力接近 500万。然而，最重要的是: 链接的 eBay 优惠的点击次数比平均水平高出 20%。 概要 每个星期天，多达 1000万人坐在电视机前观看 “Tatort” -- 德国最成功的犯罪系列。他们中的许多人在第二个屏幕上同时这样做。目标: 在社交网络上进行壮观而创新的推广，吸引互联网用户对品牌和易趣市场的关注。 战略 像易趣这样的在线市场如何利用德国最成功的犯罪系列的周日炒作，同时展示易趣的范围有多广泛？当然不是通过吸引人们关注与 Tatort 事件相匹配的产品。太多的风险让人们讨厌假设的广告信息。重要的是，这个想法不仅仅来自易趣，因为它会缺乏可信度。所以 eBay 在推特上为真正有影响力的人让路。他们为易趣评论 Tatort。罗布 · 维加斯、玛丽 · 冯 · 登 · 本肯、尼尔兹 · 博克尔伯格和大卫 · 谢林是他们社区的明星，有几个推特账户。他们是各自社区的名人，拥有成千上万的追随者。
社会犯罪购物
案例简介：Relevancy This real time communication experiment owes its success to the enthusiasm that the event has ignited purely in earned media. It was the community dynamic alone that has set off a buzz on Twitter. Not the brand itself but a team of Twitter users draws attention to products that match with what’s happening on one episode of Germany’s most successful crime series “Tatort”. They show the variety of eBay Marketplace without advertising messages but original, smart and entertaining. The followers are delighted and retweet as fast as they can. Execution eBay short-term chooses an upcoming episode of Tatort and gets a the top Twitter users on board. These influencers comment on Tatort for eBay. Social TV in real time: whenever a product plays a special role in the film, the team creates a pointed comment and tweets a link to the corresponding eBay offer. Always original, smart and entertaining. Something happens on Tatort, there’s some stupid dialog, something gets broken? The tweet goes out instantly. The eBay Twitterers dive into the world of sub-discussions. Sometimes they’re talking about the detective’s green leather jacket; then the suspect’s VR goggles are the topic. The followers are delighted and retweet as fast as they can. CampaignDescription Hardly any other TV series attracts more attention on Twitter. Hundreds of thousands of people tweet, share or simply enjoy the #Tatort comments. Relevance and topicality for millions. The idea: SOCIAL CRIME SHOPPING. A real-time second screen experiment with a team of top Twitterers – but still quite a gamble for eBay. Outcome The success is almost criminal! The team writes a tweet every 30 seconds, getting 2,700 retweets and likes, and achieving 230,000 impressions in less than two hours. Media and bloggers report enthusiastically with total reach of almost 5 million. Best of all, however: The number of clicks on the linked eBay offers is an unexpected 20 percent higher than average. Synopsis Every Sunday up to ten million people sit in front of the television to watch “Tatort” – Germany’s most successful crime series. Many of them do this simultaneously on a second screen. The objective: a spectacular and innovative promotion on the social web that draws the attention of Internet user for the brand and the variety of eBay marketplace. Strategy How can an online marketplace like eBay exploit the Sunday hype around Germany’s most successful crime series and, at the same time, show how incredibly broad the eBay spectrum is? Certainly not by drawing attention itself to products that match with what’s happening on the Tatort episode. Too much risk of annoying people with assumed advertising messages. It is important that the idea do not come solely from eBay, as it would lack credibility. So eBay make way for real influencers on Twitter. They comment on Tatort for eBay. Rob Vegas, Marie von den Benken, Nilz Bokelberg and David Schelling are stars of their community with several Twitter accounts. They are celebs in their respective communities with combined followers going into the hundreds of thousands.
Social Crime Shopping
案例简介：相关性 这个实时交流实验的成功归功于这个事件纯粹在媒体上点燃的热情。仅仅是社区动态在推特上引起了轰动。不是品牌本身，而是一组推特用户吸引了人们对与德国最成功的犯罪系列《塔特》的一集发生的事情相匹配的产品的关注。他们展示了 eBay 市场的多样性，没有广告信息，而是原创、智能和娱乐。追随者很高兴，并尽可能快地转发。 执行 EBay 短期选择了即将到来的 Tatort 剧集，并获得了顶级推特用户的支持。这些影响者对 Tatort 为 eBay 发表评论。实时社交电视: 每当一个产品在电影中扮演特殊角色时，团队都会创建一个尖锐的评论，并在推特上链接到相应的 eBay 优惠。总是原创，聪明和有趣。Tatort 上发生了什么，有一些愚蠢的对话，有些东西被打破了？推特立即发出。EBay Twitterers 深入到子讨论的世界。有时他们在谈论侦探的绿色皮夹克; 然后嫌疑人的虚拟现实护目镜是话题。追随者很高兴，并尽可能快地转发。 活动描述 几乎没有其他电视剧能在推特上引起更多关注。成千上万的人发推特，分享或简单地享受 # Tatort 评论。数百万人的相关性和话题。想法: 社会犯罪购物。与一组顶级推特用户进行实时第二屏幕实验 -- 但对易趣来说仍然是一场赌博。 结果 成功几乎是犯罪!该团队每 30 秒写一条推文，获得 2,700 条转发和喜欢，并在不到两个小时内获得 230,000 个印象。媒体和博主热情地报道，总影响力接近 500万。然而，最重要的是: 链接的 eBay 优惠的点击次数比平均水平高出 20%。 概要 每个星期天，多达 1000万人坐在电视机前观看 “Tatort” -- 德国最成功的犯罪系列。他们中的许多人在第二个屏幕上同时这样做。目标: 在社交网络上进行壮观而创新的推广，吸引互联网用户对品牌和易趣市场的关注。 战略 像易趣这样的在线市场如何利用德国最成功的犯罪系列的周日炒作，同时展示易趣的范围有多广泛？当然不是通过吸引人们关注与 Tatort 事件相匹配的产品。太多的风险让人们讨厌假设的广告信息。重要的是，这个想法不仅仅来自易趣，因为它会缺乏可信度。所以 eBay 在推特上为真正有影响力的人让路。他们为易趣评论 Tatort。罗布 · 维加斯、玛丽 · 冯 · 登 · 本肯、尼尔兹 · 博克尔伯格和大卫 · 谢林是他们社区的明星，有几个推特账户。他们是各自社区的名人，拥有成千上万的追随者。
Social Crime Shopping
案例简介：Relevancy This real time communication experiment owes its success to the enthusiasm that the event has ignited purely in earned media. It was the community dynamic alone that has set off a buzz on Twitter. Not the brand itself but a team of Twitter users draws attention to products that match with what’s happening on one episode of Germany’s most successful crime series “Tatort”. They show the variety of eBay Marketplace without advertising messages but original, smart and entertaining. The followers are delighted and retweet as fast as they can. Execution eBay short-term chooses an upcoming episode of Tatort and gets a the top Twitter users on board. These influencers comment on Tatort for eBay. Social TV in real time: whenever a product plays a special role in the film, the team creates a pointed comment and tweets a link to the corresponding eBay offer. Always original, smart and entertaining. Something happens on Tatort, there’s some stupid dialog, something gets broken? The tweet goes out instantly. The eBay Twitterers dive into the world of sub-discussions. Sometimes they’re talking about the detective’s green leather jacket; then the suspect’s VR goggles are the topic. The followers are delighted and retweet as fast as they can. CampaignDescription Hardly any other TV series attracts more attention on Twitter. Hundreds of thousands of people tweet, share or simply enjoy the #Tatort comments. Relevance and topicality for millions. The idea: SOCIAL CRIME SHOPPING. A real-time second screen experiment with a team of top Twitterers – but still quite a gamble for eBay. Outcome The success is almost criminal! The team writes a tweet every 30 seconds, getting 2,700 retweets and likes, and achieving 230,000 impressions in less than two hours. Media and bloggers report enthusiastically with total reach of almost 5 million. Best of all, however: The number of clicks on the linked eBay offers is an unexpected 20 percent higher than average. Synopsis Every Sunday up to ten million people sit in front of the television to watch “Tatort” – Germany’s most successful crime series. Many of them do this simultaneously on a second screen. The objective: a spectacular and innovative promotion on the social web that draws the attention of Internet user for the brand and the variety of eBay marketplace. Strategy How can an online marketplace like eBay exploit the Sunday hype around Germany’s most successful crime series and, at the same time, show how incredibly broad the eBay spectrum is? Certainly not by drawing attention itself to products that match with what’s happening on the Tatort episode. Too much risk of annoying people with assumed advertising messages. It is important that the idea do not come solely from eBay, as it would lack credibility. So eBay make way for real influencers on Twitter. They comment on Tatort for eBay. Rob Vegas, Marie von den Benken, Nilz Bokelberg and David Schelling are stars of their community with several Twitter accounts. They are celebs in their respective communities with combined followers going into the hundreds of thousands.
社会犯罪购物
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Social Crime Shopping
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