LIONTWEETBULLETS|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：描述客户的简报记忆与宽容博物馆的目标是促进我们社会中的所有类型的宽容，让人们记住歧视是如何影响我们的世界的。但事实是，墨西哥人并不真正关心历史，也不认同犹太人大屠杀、非洲等。我们需要让他们感到认同这一点，将歧视意识带到现代，并利用社交网络将信息病毒化。描述促销如何从概念发展到实施墨西哥的俚语有很多歧视词，这在推特上表现得很糟糕。成千上万条歧视性的推文 (# forevercleaninglady，# queer，# smelllikeanindian，仅举几例) 正在变成热门话题，没有人谈论或思考。所以，为了揭露这一点，让人们思考这个日益严重的问题，我们为博物馆建造了一个装置。它与推特相连，每 20 条带有歧视性标签的推特中，就有一个红色彩弹与 “墨西哥” 一词相反。在 www.tweetbullets.com，人们可以实时看到安装，并看到有辱人格的推文。描述客户和消费者的成功促销，包括一些可量化的结果: 社会网络中的歧视被提交到全国讨论。仅在发布 24 小时后，标签 # tweetbullts 就在推特上被提到了 2,000 多次，超过 1100 万用户。5 天后，286 颗子弹被射到墨西哥 (这意味着大约 6,000 条歧视性推文), 人们开始指出歧视性的推文和该国最重要的媒体，人权领导人报道并谈论了这个重要话题。到目前为止，一些可衡量的结果是: 页面浏览量: 111,883 平均页面时间: 5:18 分钟。歧视性标签: 18,376 # tweetbalas tweets: 5,468 解释为什么促销方法与产品或服务最相关记忆与宽容博物馆的目标是促进我们社会中的所有类型的宽容，让人们记住歧视是如何影响我们的世界的。但事实是，墨西哥人并不真正关心历史，也不认同犹太人大屠杀、非洲等。我们需要让他们感到认同这一点，将歧视意识带到现代，并利用社交网络将信息病毒化。

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案例简介：Describe the brief from the client The objective of the Museum of Memory and Tolerance (MMYT) is to promote all types of tolerance in our society and make people remember how discrimination has affected our world. But the truth is, Mexicans don’t really care that much about history and don’t feel identified with the Jewish Holocaust, Africa, etc. We needed to make them feel identified with this, bring awareness of discrimination to the modern era and use social networks to viralise the message. Describe how the promotion developed from concept to implementation Slangs in Mexico have a lot of discriminating words, and this was showing in Twitter, badly. Thousands of discriminatory tweets (#forevercleaninglady, #queer, #smelllikeanindian, to name a few) were turning into trending topics and nobody was talking or thinking about it. So, in order to expose this and make people think about this growing problem, we built an installation for the Museum. It was connected to Twitter, and for every 20 tweets with a discriminatory hashtag, a red paintball was shot against the word 'Mexico'. And on www.tweetbullets.com, people could see the installation in real-time and see the degrading tweets. Describe the success of the promotion with both client and consumer including some quantifiable results: Discrimination in social networks was put to national debate. Only 24 hours after the launch, the hashtag #tweetbullets, had been mentioned more than 2,000 times in Twitter, reaching more than 11m users. 5 days later, 286 bullets were shot to Mexico (which meant around 6,000 discriminatory tweets), people started to point out discriminatory tweets and the most important media in the country and human rights leaders covered and talked about this important topic. Up to today, some of the measurable results are: Page views: 111,883 Avg. time on page: 5:18 mins. Discriminatory hashtags: 18,376 #tweetbalas tweets: 5,468 Explain why the method of promotion was most relevant to the product or service The objective of the Museum of Memory and Tolerance (MMYT) is to promote all types of tolerance in our society and make people remember how discrimination has affected our world. But the truth is, Mexicans don’t really care that much about history and don’t feel identified with the Jewish Holocaust, Africa, etc. We needed to make them feel identified with this, bring awareness of discrimination to the modern era and use social networks to viralise the message.