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        Skip Friday 13短视频广告营销案例

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        跳过周五 13

        案例简介：活动描述 跳过 13 号星期五，玩 Loto。 战略 目标受众: Loto 以 18 岁以上的人为目标。但是在这种情况下，他们想和我们所有人中的迷信的人交谈 -- 这个人可能不会大声承认，但是如果可以的话，他们会避免讨好坏运气。方法: 幸运的是，世界是圆的。黎巴嫩贝鲁特的 13 号星期五，世界其他城市的 12 号星期四和 14 号星期六。那么如果我们能让人们从不同的时区玩 Loto 呢？因为随着 13 日星期五的逃避，坏运气也因此消失了，我们相信人们会在他们以前避免的那一天买更多的洛托票。 概要 彩票就是运气。但是在黎巴嫩，13 号星期五是一年中最不幸的一天。事实上，自从 Loto Libanaise 在 1986年开门以来，13 日星期五一直是他们一年中最低的销售日。挑战: 说服人们在 2016年5月13日星期五玩 Loto。目标: 缓解他们最慢的一天。•销售> 3,400 张票 -- 每日平均在线销售。•平均每日网站流量增长 2,500%。•在社交媒体上达到 500,000 的总印象。 执行 Skipfriday 13.Com 24 小时的微型网站和移动网站体验，允许黎巴嫩的每个人在 2016年5月13日星期五从仍然在 12 日星期四的不同城市在线播放 Loto, 或者已经在 14 日星期六。如何？通过每小时将 Loto libanais 的网站 ip地址从一个城市转移到另一个城市，根据他们的时区在全球 24 台服务器上 -- 东京、伦敦、哈瓦那、奥克兰、里约热内卢、迪拜, 纽约、金斯敦、曼谷等等。完整地跳过 13 号星期五。我们通过户外广告、在线横幅和社交媒体帖子来推广该网站。 结果 Reach: 来自社交公关和社交媒体的 110万多个印象，包括 Facebook 、 Twitter 、 LBC International 、 MBC 、《每日星报》等，价值超过 105000 美元。来源: OMD 媒体跟踪，2016年5月影响: 网站流量增长了 14,900% 以上。来源: Loto Libanaise analytics Sales: 我们不仅避免了当天销售额的通常下降。事实上，我们有记录以来票房最高的一天: 23,827 张票。

        跳过周五 13

        案例简介：CampaignDescription Skip Friday 13th and play Loto. Strategy Target audience: Loto targets everyone over the age of 18. But in this instance, they wanted to talk to the superstitious person in all of us — the person who might not admit to it out loud, but who would avoid courting bad luck if they could. Approach: Luckily, the world is round. When it’s Friday 13th in Beirut, Lebanon, it’s Thursday 12th and Saturday 14th in other cities around the world. So what if we could get people to play Loto from a different time zone? Because with Friday 13th eluded, and therefore the bad luck gone, we believed people would buy more Loto tickets on a day that they had previously avoided. Synopsis Lottery is all about luck. But in Lebanon, Friday the 13th is the unluckiest day of the year. In fact, since Loto Libanaise opened its door in 1986, Friday the 13th has always been their single lowest sales day of the year. Challenge: To convince people to play Loto on Friday, May 13th, 2016. Objectives: • To mitigate what’s always their slowest day. • To sell >3,400 tickets — the daily average sales online. • To grow the average daily site traffic by 2,500%. • To reach 500,000 total impressions on social media. Execution skipfriday13.com A 24-hour microsite and mobile site experience that allowed everyone in Lebanon on Friday, May 13, 2016 to play Loto online from different cities that were still on Thursday the 12th, or already on Saturday the 14th. How? By rerouting Loto Libanaise' website IP address every hour from one city to the next, across 24 servers worldwide based on their time zone — Tokyo, London, Havana, Auckland, Rio de Janeiro, Dubai, New York, Kingston, Bangkok and more. Skipping Friday the 13th in its entirety. We promoted the site with out-of-home ads, online banners and social media posts. Outcome Reach: Over 1.1 million impressions from social PR and social media, including Facebook, Twitter, LBC International, MBC, The Daily Star, among others worth more than USD105,000. Source: OMD Media Tracker, May 2016 Impact: Site traffic was up by over 14,900%. Source: Loto Libanaise analytics Sales: We didn’t just avoid the usual drop in sales on the day. We actually had the biggest day of ticket sales on record: 23,827 tickets.

        Skip Friday 13

        案例简介：活动描述 跳过 13 号星期五，玩 Loto。 战略 目标受众: Loto 以 18 岁以上的人为目标。但是在这种情况下，他们想和我们所有人中的迷信的人交谈 -- 这个人可能不会大声承认，但是如果可以的话，他们会避免讨好坏运气。方法: 幸运的是，世界是圆的。黎巴嫩贝鲁特的 13 号星期五，世界其他城市的 12 号星期四和 14 号星期六。那么如果我们能让人们从不同的时区玩 Loto 呢？因为随着 13 日星期五的逃避，坏运气也因此消失了，我们相信人们会在他们以前避免的那一天买更多的洛托票。 概要 彩票就是运气。但是在黎巴嫩，13 号星期五是一年中最不幸的一天。事实上，自从 Loto Libanaise 在 1986年开门以来，13 日星期五一直是他们一年中最低的销售日。挑战: 说服人们在 2016年5月13日星期五玩 Loto。目标: 缓解他们最慢的一天。•销售> 3,400 张票 -- 每日平均在线销售。•平均每日网站流量增长 2,500%。•在社交媒体上达到 500,000 的总印象。 执行 Skipfriday 13.Com 24 小时的微型网站和移动网站体验，允许黎巴嫩的每个人在 2016年5月13日星期五从仍然在 12 日星期四的不同城市在线播放 Loto, 或者已经在 14 日星期六。如何？通过每小时将 Loto libanais 的网站 ip地址从一个城市转移到另一个城市，根据他们的时区在全球 24 台服务器上 -- 东京、伦敦、哈瓦那、奥克兰、里约热内卢、迪拜, 纽约、金斯敦、曼谷等等。完整地跳过 13 号星期五。我们通过户外广告、在线横幅和社交媒体帖子来推广该网站。 结果 Reach: 来自社交公关和社交媒体的 110万多个印象，包括 Facebook 、 Twitter 、 LBC International 、 MBC 、《每日星报》等，价值超过 105000 美元。来源: OMD 媒体跟踪，2016年5月影响: 网站流量增长了 14,900% 以上。来源: Loto Libanaise analytics Sales: 我们不仅避免了当天销售额的通常下降。事实上，我们有记录以来票房最高的一天: 23,827 张票。

        Skip Friday 13

        案例简介：CampaignDescription Skip Friday 13th and play Loto. Strategy Target audience: Loto targets everyone over the age of 18. But in this instance, they wanted to talk to the superstitious person in all of us — the person who might not admit to it out loud, but who would avoid courting bad luck if they could. Approach: Luckily, the world is round. When it’s Friday 13th in Beirut, Lebanon, it’s Thursday 12th and Saturday 14th in other cities around the world. So what if we could get people to play Loto from a different time zone? Because with Friday 13th eluded, and therefore the bad luck gone, we believed people would buy more Loto tickets on a day that they had previously avoided. Synopsis Lottery is all about luck. But in Lebanon, Friday the 13th is the unluckiest day of the year. In fact, since Loto Libanaise opened its door in 1986, Friday the 13th has always been their single lowest sales day of the year. Challenge: To convince people to play Loto on Friday, May 13th, 2016. Objectives: • To mitigate what’s always their slowest day. • To sell >3,400 tickets — the daily average sales online. • To grow the average daily site traffic by 2,500%. • To reach 500,000 total impressions on social media. Execution skipfriday13.com A 24-hour microsite and mobile site experience that allowed everyone in Lebanon on Friday, May 13, 2016 to play Loto online from different cities that were still on Thursday the 12th, or already on Saturday the 14th. How? By rerouting Loto Libanaise' website IP address every hour from one city to the next, across 24 servers worldwide based on their time zone — Tokyo, London, Havana, Auckland, Rio de Janeiro, Dubai, New York, Kingston, Bangkok and more. Skipping Friday the 13th in its entirety. We promoted the site with out-of-home ads, online banners and social media posts. Outcome Reach: Over 1.1 million impressions from social PR and social media, including Facebook, Twitter, LBC International, MBC, The Daily Star, among others worth more than USD105,000. Source: OMD Media Tracker, May 2016 Impact: Site traffic was up by over 14,900%. Source: Loto Libanaise analytics Sales: We didn’t just avoid the usual drop in sales on the day. We actually had the biggest day of ticket sales on record: 23,827 tickets.

        跳过周五 13

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        Skip Friday 13

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