Kinder Bueno White Wall|海报/平面|广告营销案例【ADGuider广告指南】

金德布诺白墙

案例简介：Kinder Bueno 的应用程序 “白墙” 是 socialab 的一个 Facebook 项目，目的是推广 Kinder Bueno White，这是流行的夏季版本。基本目标是增加参与度，并传达品牌的两个主要传播支柱，这就是我们如何想出 “金德 · 布诺 · 白墙” 的想法。随着游戏化成为趋势之一，并考虑到用户更喜欢在 Facebook 上玩游戏，让他们分享成就或信息，以帮助他们找到答案, 我们有我们想要的一切。激活是基于 “猜测和胜利” 的概念，在这个概念中，用户必须猜测有多少 Kinder Bueno 白色产品隐藏在图片框中。我们在一个有机玻璃里装满了很多金德布埃诺和金德布埃诺白色，把它们摆放整齐，然后我们拍了一张照片。我们做了五 (5) 次同样的事情，只改变了所有 Kinder Bueno 的安排。每隔三 (3) 天，照片就会发生变化，用户必须再次猜测，只看有机玻璃的正面，盒子里隐藏的 Kinder Bueno White 的数量。该应用程序为想要更身临其境的体验的人提供了一点帮助。用户可以交换一个类似的帮助。对于每一个 100 喜欢的应用程序会给出一个提示，关于有多少 Kinder Bueno 白隐藏，没有透露确切的答案。第一个提示是在 100 喜欢时给出的，第二个提示是在 500 喜欢时给出的。当有人喜欢这个页面时，他/她的墙上会出现一条信息，要求朋友帮助他们找到隐藏了多少 Kinder Bueno White。所以实际上，用户通过加入页面和游戏来邀请朋友帮忙。这次行动的目标群体是生活在希腊的 13-18 岁青少年。仅在第一周，就有 12,000 场比赛。除此之外，该应用已经在 Facebook 上拥有超过 7,000 的股份。

金德布诺白墙

案例简介：Kinder Bueno’s application “White Wall”, was a Facebook project by socialab, in order to promote Kinder Bueno White, which is the summer version of the popular). The basic goal was to increase the engagement and to communicate the two main communication pillars of the brand, and that’s how we came up with the idea of “Kinder Bueno White Wall”. With gamification being one of the trends and having in mind that users prefer to play games on Facebook that allow them to share achievements or messages in order to help them find the answer, we had all we wanted for our hit. Activation is based on the “Guess and Win” concept, in which users have to guess how many Kinder Bueno White products are hidden in the pictured box. We filled a plexiglass with lots of Kinder Bueno and Kinder Bueno White, placing them in order and then we took a photograph. We did the same thing five (5) times, changing only the arrangement of all Kinder Bueno. Every three (3) days the photo changes and users have to guess again, by watching only the front of the plexiglass, the number of Kinder Bueno White that is hidden inside the box. The app offered a bit of help to whoever wanted a more immersive experience. Users could exchange a Like for help. For every 100 Likes the app would give a hint about how many Kinder Bueno White are hidden, without revealing the exact answer. The first hint was given at 100 likes and the second hint was at 500 likes. When someone likes the page, a message appears on his/her wall asking friends to help them find how many Kinder Bueno White are hidden. So actually, users invite friends to help by joining the page and the game. The target group of this action was teenagers 13-18 who live in Greece. In the first week alone, 12,000 games were played. In addition to that, the app has already more than 7,000 shares on Facebook.