Snickers Live Super Bowl AD|短视频|广告营销案例【ADGuider广告指南】

士力架直播超级碗广告

案例简介：结果士力架赢得了 1.1 的媒体印象，2100 以上的印刷和广播广告, 收入的社会印象同比增长 75%，购买考虑因素在所有 17 年超级碗广告商中增长第2。除了可量化的数字，我们在世界最大的舞台上完成了现场生产, 同时，通过多种渠道，以突破性和意想不到的方式为全球数亿人带来我们的品牌信息。执行在超级碗的第三节，我们直播了我们的: 30 广告，但是表演在一个饥饿的名人 (亚当司机) 手中非常 “错误”。现场直播同时在 Facebook 、 Twitter 和 Youtube 上直播。此前，一场电视/在线活动宣布并大肆宣传了即将到来的现场广告，结果更令人惊讶。活动描述表演和广播世界上第一个现场照本宣科的超级碗广告 -- 这一表演最终在饥饿的演员 (亚当 · 德赖弗) 手中大错特错, 证明饥饿有巨大的后果。相关性世界上第一个现场脚本超级碗商业超越了传统的超级碗现场，将我们的: 30 媒体购买变成了一个必看的电视直播活动。概要经过多年的成功，尽管是传统的超级碗努力，窃笑者希望在世界上最大的舞台上以全新的方式将他们的 “饥饿” 信息带到生活中。战略尽管我们的行业最近有所发展, 超级碗广告多年来没有太大变化，美国公众似乎也注意到 -- 很少有人对传统的超级碗广告感到兴奋。我们知道我们需要做一些事情来脱颖而出，所以我们决定通过活下去来证明饥饿是有后果的。“现场直播” 的概念席卷了美国，将消费者粘在了各种类型的屏幕上 -- 从 Facebook 直播的孵化小鹰到电视直播的音乐剧。通过利用超级碗期间直播的社交话题，当赌注最高时，我们为我们的故事注入了一个危险的、必看的元素, 不像超级碗观众见过的任何东西。

士力架直播超级碗广告

案例简介：Outcome Snickers earned 1.1+ billion media impressions, 2100+ print and broadcast placements, saw a 75% year-over-year increase in earned social impressions and the 2nd highest increase in purchase consideration of all ‘17 Super Bowl advertisers. Outside of quantifiable numbers, we pulled off a live production on the world’s biggest stage, while bringing our brand message to life in a breakthrough and unexpected way - through multiple channels - for hundreds of millions of people around the globe. Execution During the third quarter of the Super Bowl, we went LIVE with our :30 commercial, but the performance went spectacularly “wrong” at the hands of a hungry celebrity (Adam Driver). The live spot aired simultaneously live on Facebook, Twitter and Youtube.This followed a TV/online campaign that announced and hyped the forthcoming live commercial, making the outcome even more surprising. CampaignDescription To perform and broadcast the world’s first LIVE scripted Super Bowl commercial - a performance that ends up going spectacularly wrong at the hands of a hungry actor (Adam Driver), proving that hunger has massive consequences. Relevancy The world’s first LIVE scripted Super Bowl commercial went beyond a traditional Super Bowl spot by turning our :30 media buy into a must-see live TV event. Synopsis After years of successful, albeit traditional Super Bowl efforts, Snickers’ wanted to bring their “hunger” message to life in a totally new way on the world’s biggest stage. Strategy As much as our industry has evolved lately, Super Bowl commercials haven’t changed much over the years and the American public seemed to be taking notice – very few people are excited for traditional Super Bowl commercials anymore. We knew we needed to do something to stand out from the pack, so we decided to prove that hunger has consequences by going LIVE. The notion of “Live” had taken America by storm, gluing consumers to screens of all types – from hatching baby eagles on Facebook Live to live musicals on TV. By tapping into the social topicality of live during the Super Bowl, when the stakes are highest, we injected a risky, must-see element into our story, unlike anything the Super Bowl audience had ever seen.