Drag, Drop and Go|短视频|广告营销案例【ADGuider广告指南】

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拖放和 Go

案例简介：活动描述我们决定将 Cheapflights 在线显示媒体变成一个简单的航班搜索，并创建了一个创新的、上下文相关的网络横幅，允许你搜索航班上你正在阅读的文章, 只需将文章图像拖到 web 横幅中。作为世界上第一个网络横幅，然后结合了图像搜索 API 、位置 API 、票务平台 API，如 Ticketmaster 和 songkick, 通过 Cheapflights 航班搜索 API，为用户提供下一个即将到来的音乐会、体育或艺术活动的航班价格。一切都在几秒钟内发生。该解决方案激励人们通过关注体验而不是目的地的品质来旅行，这与他们已经热衷于在品牌之间创建相关的接触点有关, 它的用户和他们的激情。战略事件旅游是一个不断增长的市场。毫无疑问。数百万人周游世界去体验生活。根据英国最近的一份报告，45% 的现场音乐观众是音乐游客，仅在英国就有 950万的音乐游客 (来源: https://goo.gl/OiYLJF )。那只是音乐。体育和艺术活动也是活动旅游的关键激励因素。这就是为什么在最初的发布中，我们使用了上下文媒体购买策略，将活动重点放在体育、艺术和音乐活动的文章上。执行该活动在独立新闻等各大新闻网站上发布和播出。公司。英国，镜子。公司。英国，nme.com，电讯报。公司。英国，卫报。公司。英国，bbc.com，ticketmaster。公司。举几个例子。该活动首次于 2016年12月第3 播出，在 2016年12月19日结束近 3 周后结束。我们基于上下文定位设置发起了活动，以确保我们的横幅显示在相关网站和文章上，为用户提供最佳的活动体验。概要赛事旅游是一个不断增长的市场，也是一个巨大的机会，因为人们比以往任何时候都更愿意环游世界，现场体验大型体育赛事、音乐演出和艺术展览。根据最近的英国报告，45% 的现场音乐观众是音乐游客，仅在英国就有近 1000万人。简报是创建一个网络横幅活动，吸引和激励人们旅行和预订廉价航班, 通过展示 Cheapflights 致力于通过创新的、直观的技术的应用，通过专注于他们的核心信息来消除寻找最佳价值航班的复杂性; “智能搜索”。简化了。Cheapflights 想证明这不仅是一种回报，也是他们每天生活和呼吸的承诺。至关重要的是，这个想法可以创造互动、参与，从而点击他们的网站体验 Cheapflights 非凡的搜索工具。结果拖放和 Go 是一场成功的运动，因为它不仅展示了 “智能搜索变得简单”, 但是创造了一个超出正常的参与度，惊人的参与率比任何其他数字活动的行业基准高出 145%。该活动导致访问 Cheapflights.co.uk 的人数同比增长 8.5%，收入同比增长 16.5%。横幅现在是在线付费媒体的廉价新平台，他们计划将其扩展到更多的兴趣点。

拖放和 Go

案例简介：CampaignDescription We decided to turn Cheapflights online display media into a simple flights search, and created an innovative, contextual web banner that allows you to search flights for the articles you’re reading, simply by dragging the article image into the web banner. As a world’s first the web banner then combines image search API’s, Location API’s, ticket platform API’s such as Ticketmaster and songkick, with Cheapflights flight search API to serve the user a flight price for the next upcoming concert, sport- or art event. And everything happens within just a few seconds.The solution inspires people to travel by focusing on the experience rather than the qualities of the destination, which is linked to something they are already passionate about creating a relevant point of contact between the brand, its users and their passions. Strategy Event tourism is a growing market. No doubt. Millions of people travel across the world to experience something live. According to a recent UK report, 45% of live music audiences were music tourists and there were 9.5 million music tourists in the UK alone (source: https://goo.gl/OiYLJF). And that’s just music. Sports- and art events are key motivational drivers within the event tourism as well. That’s why for the initial launch we used a contextual media buying strategy to focus the campaign on articles for sports-, arts- and music events. Execution The campaign was distributed and aired on various major news websites such as independent.co.uk, mirror.co.uk, nme.com, telegraph.co.uk, theguardian.co.uk, bbc.com, ticketmaster.co.uk & skyspots.com to mention a few. The campaign aired first time on the 3rd December 2016 and finished almost 3 weeks after on the 19th December 2016. We launched the campaign based on a contextual targeting setup to ensure that our banners was shown on relevant sites and articles, giving the users the best experience with our campaign. Synopsis Event tourism is a growing market, and a massive opportunity as people are more than ever willing to travel around the world to experience major sports events, music gigs and art exhibitions live. According to recent UK report, 45% of live music audiences were music tourists, which is almost 10 million people in the UK alone. The brief was to create a web banner campaign engaging and incentivizing people to travel and book with Cheapflights, by showcasing Cheapflights dedication to taking the complexity out of finding the best value flights through the application of innovative, intuitive technologies by focusing on their core message; ‘Smart Search. Made Simple’. Cheapflights wanted to prove that this is not just a pay-off, but a promise they live and breathe every day. It was paramount that the idea could create interaction, engagement, and thereby click through to their website to experience Cheapflights extraordinary search tool. Outcome The Drag Drop and Go was a successful campaign as it not only demonstrated ‘Smart Search Made Simple’, but created an engagement beyond normal with a staggering engagement rate 145% higher than the industry benchmark for any other digital campaigns. The campaign contributed to an 8.5% YoY increase in visits to Cheapflights.co.uk, and a 16.5% YoY rise in revenue. The banner is now Cheapflights new platform for online paid media, which they’re planning to expand to cover more points of interests.