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
冬天发誓罐子
案例简介：活动描述 加拿大人真的喜欢抱怨寒冷的冬季，没有什么比推特上更明显了。这就是为什么 Hotels.com 决定把关于冬天的负面推文变成有回报的东西。介绍 Hotels.com 冬季发誓罐。对于推特上发现的每一条充满亵渎、反冬季的推文，他们都增加了四分之一。每次罐子达到 1,000 美元，Hotels.com 都会奖励一名幸运的加拿大人在温暖的地方免费住宿。 执行 我们为期一个月的活动于 2017年2月22日启动，在这个月的时间里，每一个愤怒的人, 我们在推特上发现的反冬季推特收到了一份回复，邀请我们赢得我们冬季发誓罐子的内容。社交媒体上情绪驱动的广告针对该国最冷的地区，以帮助推广这项运动，但我们获得的大部分吸引力是通过我们回应策略的有机性质。 概要 Hotels.com 是唯一为客户提供强大奖励计划的在线旅游预订网站。我们的挑战是向消费者展示，他们与 Hotels.com 的每一次互动都可以带来惊人的回报。 战略 我们决定利用这样一个事实，即成千上万的加拿大人在推特上抱怨寒冷的冬天。为此，我们创建了一个专有的社交倾听工具，实时监控推特，并抓取与选择冬季关键词一起发布的脏话。一旦被发现，我们会用罐头和个性化的回复来回复推特，这些回复会将寒冷、沮丧的加拿大人引向我们的竞赛参赛表格。 结果 总社会印象: 13,681,846 总公关印象: 4,100,000 总参赛作品: 30,896
冬天发誓罐子
案例简介：CampaignDescription Canadians really like to gripe about the cold winter months, and nowhere is that more evident than on Twitter. That's why Hotels.com decided to turn negative tweets about winter into something rewarding. Introducing the Hotels.com Winter Swear Jar. For every profanity-laden, anti-winter tweet Hotels.com found on Twitter, they added a quarter to the jar. Each time the Jar reached $1,000, Hotels.com rewarded one lucky Canadian with free hotel stays somewhere warm. Execution Our month-long campaign launched on February 22nd, 2017 and for the duration of the month, every angry, anti-winter tweet we found on Twitter received a response with an invitation to win the contents of our Winter Swear Jar. Sentiment driven ads on social media were targeted towards the coldest parts of the country to help promote the campaign, but most of the traction we gained was through the organic nature of our response strategy. Synopsis Communicate that Hotels.com is the only Online Travel Booking site that offers it's customers a robust rewards program. Our challenge was to show consumers that every interaction they have with Hotels.com can result in amazing rewards. Strategy We decided to capitalize on the fact that thousands of Canadians complain about the cold winter on Twitter. To do that, we created a proprietary social listening tool that monitored Twitter in real-time and scraped for swear words posted in conjunction with select winter keywords. Once identified, we responded to tweets with canned and personalized responses that directed cold, frustrated Canadians to our contest entry form. Outcome Total Social Impressions: 13,681,846Total PR Impressions: 4,100,000Total Contest Entries: 30,896
Winter Swear Jar
案例简介：活动描述 加拿大人真的喜欢抱怨寒冷的冬季，没有什么比推特上更明显了。这就是为什么 Hotels.com 决定把关于冬天的负面推文变成有回报的东西。介绍 Hotels.com 冬季发誓罐。对于推特上发现的每一条充满亵渎、反冬季的推文，他们都增加了四分之一。每次罐子达到 1,000 美元，Hotels.com 都会奖励一名幸运的加拿大人在温暖的地方免费住宿。 执行 我们为期一个月的活动于 2017年2月22日启动，在这个月的时间里，每一个愤怒的人, 我们在推特上发现的反冬季推特收到了一份回复，邀请我们赢得我们冬季发誓罐子的内容。社交媒体上情绪驱动的广告针对该国最冷的地区，以帮助推广这项运动，但我们获得的大部分吸引力是通过我们回应策略的有机性质。 概要 Hotels.com 是唯一为客户提供强大奖励计划的在线旅游预订网站。我们的挑战是向消费者展示，他们与 Hotels.com 的每一次互动都可以带来惊人的回报。 战略 我们决定利用这样一个事实，即成千上万的加拿大人在推特上抱怨寒冷的冬天。为此，我们创建了一个专有的社交倾听工具，实时监控推特，并抓取与选择冬季关键词一起发布的脏话。一旦被发现，我们会用罐头和个性化的回复来回复推特，这些回复会将寒冷、沮丧的加拿大人引向我们的竞赛参赛表格。 结果 总社会印象: 13,681,846 总公关印象: 4,100,000 总参赛作品: 30,896
Winter Swear Jar
案例简介：CampaignDescription Canadians really like to gripe about the cold winter months, and nowhere is that more evident than on Twitter. That's why Hotels.com decided to turn negative tweets about winter into something rewarding. Introducing the Hotels.com Winter Swear Jar. For every profanity-laden, anti-winter tweet Hotels.com found on Twitter, they added a quarter to the jar. Each time the Jar reached $1,000, Hotels.com rewarded one lucky Canadian with free hotel stays somewhere warm. Execution Our month-long campaign launched on February 22nd, 2017 and for the duration of the month, every angry, anti-winter tweet we found on Twitter received a response with an invitation to win the contents of our Winter Swear Jar. Sentiment driven ads on social media were targeted towards the coldest parts of the country to help promote the campaign, but most of the traction we gained was through the organic nature of our response strategy. Synopsis Communicate that Hotels.com is the only Online Travel Booking site that offers it's customers a robust rewards program. Our challenge was to show consumers that every interaction they have with Hotels.com can result in amazing rewards. Strategy We decided to capitalize on the fact that thousands of Canadians complain about the cold winter on Twitter. To do that, we created a proprietary social listening tool that monitored Twitter in real-time and scraped for swear words posted in conjunction with select winter keywords. Once identified, we responded to tweets with canned and personalized responses that directed cold, frustrated Canadians to our contest entry form. Outcome Total Social Impressions: 13,681,846Total PR Impressions: 4,100,000Total Contest Entries: 30,896
冬天发誓罐子
暂无简介
Winter Swear Jar
暂无简介
基本信息
- 广告战役： #Hotels.com-网络-d882#
- 广告品牌： Hotels.com
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
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
