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百威啤酒: 最后一程

案例简介：概要尽管这可能会让一些人感到惊讶，但小戴尔·恩哈特几十年来一直是美国最受欢迎的体育明星之一。在传奇的赛车生涯中，包括数十场胜利和15个最受欢迎的车手奖项之后，“Junior” 将于2017年11月从NASCAR退役。知道戴尔最伟大的岁月是在他标志性的 #8百威汽车的方向盘上度过的，我们想重温这种魔力，并提醒人们他和品牌之间仍然存在着深厚的联系。尽管赞助早在十年前就结束了。我们的目标是制作一个情感视频，受到所有年龄段粉丝的赞赏。一个让观众分享定义戴尔令人难以置信的职业生涯的快乐和悲伤的人。我们希望以一种对品牌和它所尊重的传奇都真实的方式来做这件事。战略百威啤酒与NASCAR及其粉丝有着悠久的历史。当Dale Earnhardt Jr. 去年宣布退休时，它允许该品牌回到过去，并提醒他们的观众，他最伟大的岁月发生在传奇的 #8百威汽车的方向盘后面。赞助可能早在十年前就结束了，但赛车传奇与品牌之间的默契仍然存在。我们的目标是以一种真实和真实的品牌个性的方式将这种精神带回生活。无论是使用Dale最喜欢的乐队制作音乐，捕捉他的歌迷说再见的镜头，还是深入挖掘以找到当下完美的档案镜头，故事的每个部分都与NASCAR传奇人物有着深刻而明确的联系。一直到戴尔在 #8百威赛车的最后一圈。结果这部电影超越了NASCAR，进入了文化领域。在NBC的Dale Jr. montage的最后一场比赛中，他的最后一场比赛落后于NBC的Dale montage，而Dale本人甚至在越过最后一条终点线后就与体育记者Marty Smith一起举起了百威啤酒。总而言之，这部电影吸引了近20毫米的人，并在社交平台上获得了100K的分享。此外，它还获得了13MM + 的总视图，并拥有11% 的完成率。但最重要的是，我们真的很荣幸Dale Jr. 和他的团队。他甚至在推特上向他的2.5毫米粉丝免费发布了这段视频，并特别强调了我们的歌曲选择对这部电影的影响。执行通过研究，我们发现了两个关键因素: 一是车迷仍然将Dale Jr. 与百威汽车联系在一起，二是Dale Jr. 的车迷对他来说意义重大。因此，我们将百威赛车带回了最后一圈，并前往塔拉迪加拍摄了真正的纳斯卡车迷，向他们最喜欢的车手道别。在Dale Jr. 退休的那一周，我们在Facebook，YouTube和Twitter上发布了我们的数字电影，以加入围绕美国最受欢迎的运动员之一的最后一场比赛的对话。我们首先针对NASCAR粉丝拍摄了这部电影，因为他们知道他们最有可能分享并帮助我们从他们的朋友那里获得更多的参与。其他多渠道激活，如TVC、Snapchat广告和酒吧内促销支持我们的长篇致敬。 CampaignDescription Dale Earnhardt Jr. 驾驶他的 #8百威赛车的景象仍然为各地的赛车迷带来欢乐。我们希望Dale和他的粉丝们最后一次体验它的魔力。这就是我们所做的，将百威赛车带回了代托纳国际赛车场的最后一圈，这是一条永远与他的名字联系在一起的赛道。在这个地方，他获得了一些最大的胜利，以及他最大的损失-几年前夺走了他父亲生命的悲剧性车祸。#8百威汽车再次行驶的场景实际上是一次记忆之旅。通过将其与档案录像，歌迷说再见的视频以及戴尔最喜欢的乐队的凄美音乐相结合，该视频是对一个难忘的男人，他的歌迷以及使这一切成为可能的汽车的庆祝。

百威啤酒: 最后一程

案例简介：Synopsis Though it may surprise some, Dale Earnhardt Jr. has been one of America’s most beloved sports stars for decades. After a legendary racing career that included dozens of wins and fifteen Most Popular Driver awards, “Junior” was set to retire from NASCAR in November of 2017. Knowing that Dale’s greatest years were spent behind the wheel of his iconic #8 Budweiser Car, we wanted to relive that magic and remind people about the deep connection that still exists between him and the brand. All despite the fact that the sponsorship ended a decade earlier. Our goal was to create an emotional video that would be appreciated by fans of all ages. One that allows the audience to share in the joys and sadness that defined Dale’s incredible career. And we wanted to do it in a way that was authentic to both the brand and the legend it was honoring. Strategy Budweiser has a storied history with NASCAR and its fans. When Dale Earnhardt Jr. announced he was retiring last year, it gave the brand permission to go back in time and remind their audience that his greatest years happened behind the wheel of the legendary #8 Budweiser Car. The sponsorship may have ended ten years earlier, but an unspoken bond between the racing legend and the brand still existed. Our goal was to bring that spirit back to life in a manner that was authentic and true to the brand’s personality. Whether it was using Dale’s favorite band for the music, capturing footage of his fans saying goodbye, or digging deep to find archival footage that spoke perfectly to the moment, every part of the story offers a deep, unmistakable connection to the NASCAR legend being honored. Right down to Dale’s final lap in the #8 Budweiser car. Outcome The film extended beyond NASCAR and into culture. One Last Ride played behind NBC’s Dale Jr. montage during coverage of his final race, and Dale himself even raised a Budweiser with sports reporter Marty Smith once he crossed the last finish line. All in all, the film reached nearly 20MM people and resulted in 100K shares across social platforms. Additionally, it garnered 13MM+ total views and boasts an 11% completion rate. But most importantly, we truly honored Dale Jr. and his team. He even tweeted about the video to his 2.5mm followers --at no cost--to say as much, and specifically called out the impact of our song choice on the film. Execution Through research we found two key things: one, that fans still associate Dale Jr. with the Budweiser car and two, that Dale Jr.’s fans mean more to him to anything. So we brought the Budweiser Car back to life for one final lap and took to Talladega to film real NASCAR fans saying goodbye to their favorite driver. We launched our digital film on Facebook, YouTube and Twitter the week of Dale Jr.’s retirement to join in on the conversation surrounding the last race of one of America’s favorite athletes. We targeted the film to NASCAR fans first, knowing they would be most likely to share and help us garner additional engagement from their friends. Additional multi-channel activations, such as a TVC, Snapchat ads and in-bar promotions supported our long-form tribute. CampaignDescription The sight of Dale Earnhardt Jr. driving his #8 Budweiser Car still brings joy to race fans everywhere. There’s a certain magic to it that we wanted Dale and his fans to experience one last time. So that’s what we did, bringing the Budweiser Car back for one final lap around the Daytona International Speedway, a racetrack that’s forever tied to his name. It’s the same location that was home to some of his greatest triumphs, along with his greatest loss – the tragic crash that took his father’s life years earlier. The scene of the #8 Budweiser Car driving once again was literally a trip down memory lane. By combining it with archival footage, video of fans saying goodbye, and poignant music from Dale’s favorite band, the video is a celebration of an unforgettable man, his fans, and the car that helped make it all possible.