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案例简介：概要 千禧一代是美国最有价值的旅游人口，但尽管经历了多年破纪录的旅游业，访问田纳西州的千禧一代数量正在减少。因为 Snapchat 很快成为千禧一代首选的社交媒体平台，并提供了一种独特的、对旅行友好的视觉讲故事风格, 我们决定启动我们自己的渠道，以接触和激励年轻人参观该州。但是，由于 Snapchat 固有的不可发现性和有限的媒体预算，我们如何在这个平台上建立追随者？ 执行 竞选活动始于 10月3日的新闻发布会，宣布了自由活动的细节。为了引起更多的轰动，包括多莉 · 帕顿和杰威尔在内的几十名名人接管了我们的 Snapchat 频道，祝贺加思。我们在这一势头的基础上建立了有限的付费媒体，包括七个市场的户外媒体，以及付费社交、付费搜索, 在《纽约时报》上刊登了一整页广告。通过加思的联系，我们还与全国九个广播电台建立了综合伙伴关系。门票是通过我们的 Snapchat 频道独家分发的。为了让粉丝在节目开始前参与进来，我们还制作了第一部快照纪录片，讲述了田纳西在加斯职业生涯中的角色。该活动于 10月24日在田纳西州纳什维尔举行。在节目中，加思与杰森 · 阿尔丁、克里斯 · 杨、特里莎 · 耶尔伍德、凯莉 · 克拉克森和雷巴 · 麦克泰尔等超级明星进行二重唱，让客人们大吃一惊。 战略 Snapchat 拥有所有社交网络中最大的千年追随者和独特的视觉故事风格，是田纳西州可以利用的明显平台。如果说有一件事千禧一代比旅行更喜欢，那就是吹嘘它。他们实际上是根据自己的 “自吹自擂” 来选择旅行体验的。我们的策略是创建一个如此独家的事件，这实际上会让他们担心错过它 (基本上，创建 FOMO) -然后让关注田纳西州的新 Snapchat 频道成为进入的唯一途径。我们不仅可以立即建立一个 Snapchat 追随者开始接触，而且我们还可以让千禧一代去田纳西州。随着加思 · 布鲁克斯即将成为唯一拥有七张钻石专辑的艺术家，我们的策略是围绕这一荣誉举办活动, 因此，媒体上每提到加思的成就，都包括田纳西州旅游局的 Snapchat 活动。 相关性 这场运动的重点是在 Snapchat 上与千禧一代建立关系。但是由于媒体预算有限，我们不得不依靠挣得的媒体策略。所以我们与文化偶像加思 · 布鲁克斯建立了合作关系，他即将成为唯一拥有七颗钻石的艺术家。为了庆祝，我们为他的粉丝举行了官方颁奖仪式和免费音乐会。参加活动的唯一方法是在 Snapchat 上跟踪田纳西。公告的报道驱使千禧一代去田纳西州旅行，对该事件的报道强化了田纳西州成为美国原声带创造者的品牌。 结果 《早安美国》、《今晚娱乐》、福克斯、美国广播公司新闻和 CMT，以及《福布斯》、《滚石》、《广告时代》、《华尔街日报》、《今日美国》、《公告牌》游行杂志和许多其他杂志，这场运动产生了近十亿的媒体印象。新闻媒体实际上推广了我们的 Snapcode，相当于 420万美元的免费媒体。该活动受到了如此多的关注，百威、亚马逊和《今日美国》等主要品牌要求赞助它。Snapchat 的追随者一夜之间从零到 31,000 +。• 仅在三周内就能看到 600万多个快照。门票不到三分钟就没了。来自 43 个州和 5 个国家的人参加了田纳西州的活动，71% 是千禧一代。每个座位都满了，成千上万的人从会场外聆听。估计直接旅游收入为 701,000 美元。10月24日售出的房间数量比前一年增加了 7.1%。 活动描述 田纳西移植 Garth Brooks 即将成为历史上唯一拥有七张钻石专辑的艺术家。(一个钻石 = 售出 1000万张专辑。)比披头士、猫王、齐柏林飞艇… 任何人都多。所有七张专辑都是在田纳西州录制的。所以我们把这个历史性的时刻变成了一个巨大的庆祝活动，为加思举行了官方颁奖仪式，并为他举办了一场免费音乐会来感谢他的粉丝。抓住了吗？跟随田纳西州的新 Snapchat 频道将是进入的唯一途径。我们称它为: 合拍。
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案例简介：Synopsis Millennials are the most valuable travel population in the U.S. But despite years of record-breaking tourism, the number of millennials visiting the state of Tennessee was decreasing. Because Snapchat was quickly becoming millennials’ preferred social media platform and offered a unique, travel-friendly style of visual storytelling, we decided to launch our own channel to reach and inspire young people to visit the state. But with Snapchat’s inherent lack of discoverability and a limited media budget, how would we build a following on the platform? Execution The campaign kicked off with a press conference on Oct. 3 announcing details of the free event. To generate more buzz, dozens of celebrities, including Dolly Parton and Jewel, took over our Snapchat channel to congratulate Garth. We built on that momentum with limited paid media, including out-of-home in seven markets, as well as paid social, paid search, pre-roll and a full page ad in The New York Times. Through Garth’s connections, we also developed integrated partnerships with nine radio stations across the country. Tickets were distributed exclusively through our Snapchat channel. To keep followers engaged leading up to the show, we also created the first snap documentaries telling the story of Tennessee’s role in Garth’s career. The event was held on Oct. 24 in Nashville, Tennessee. During the show, Garth surprised guests by performing duets with superstars like Jason Aldean, Chris Young, Trisha Yearwood, Kelly Clarkson and Reba McEntire. Strategy With the largest millennial following of any social network and its unique visual storytelling style, Snapchat was the obvious platform for Tennessee to tap into. And if there’s one thing millennials love more than traveling, it’s bragging about it. They actually choose travel experiences based on how “braggable” they are. Our strategy was to create an event so exclusive, it would literally give them anxiety to miss out on it (basically, create FOMO) — and then make following Tennessee’s new Snapchat channel the only way to get in. Not only could we instantly build a Snapchat following to start engaging with, but we could also physically get millennials to Tennessee. With Garth Brooks about to become the only artist ever to have seven diamond albums, our strategy was to build the event around the honor, so that every mention of Garth’s achievement in the press included Tennessee Tourism’s Snapchat campaign. Relevancy This campaign focused on building a relationship with millennials on Snapchat. But with limited media budget, we had to rely on earned-media tactics. So we developed a partnership with cultural icon, Garth Brooks, who was about to become the only artist ever to have seven diamonds. To celebrate, we held an official award ceremony and a free concert for his fans. The only way to get into the event was following Tennessee on Snapchat. Announcement coverage drove millennials to travel to Tennessee, and post coverage of the event reinforced Tennessee’s brand of being the creator of the soundtrack of America. Outcome Featured on “Good Morning America,” “Entertainment Tonight,” FOX, ABC News and CMT, and in Forbes, Rolling Stone, Ad Age, The Wall Street Journal, USA TODAY, Billboard, Parade magazine and many others, the campaign resulted in nearly a billion media impressions. •News outlets actually promoted our Snapcode, equaling $4.2 million in free media.•The event got so much attention, major brands such as Budweiser, Amazon and USA TODAY asked to sponsor it. •Snapchat followers went from zero to 31,000+ overnight. •6 million-plus snap views in just three weeks.•Tickets were gone in less than three minutes.•People traveled from 43 states and five countries to attend the event in Tennessee, and 71 percent were millennials. •Every seat was filled, and thousands more listened from outside the venue.•Estimated $701,000 in direct tourism revenue. •The number of rooms sold on Oct. 24 increased 7.1% over the previous year. CampaignDescription Tennessee transplant Garth Brooks was about to become the only artist in history to have seven diamond albums. (One diamond = 10 million albums sold.) More than The Beatles, Elvis, Led Zeppelin … anyone. And all seven albums were recorded in Tennessee. So we turned this historic moment into a huge celebration with an official award ceremony for Garth and a free concert for him to thank his fans. The catch? Following Tennessee’s new Snapchat channel would be the only way to get in. We called it: Snap your way in.
Snap Your Way In
案例简介：概要 千禧一代是美国最有价值的旅游人口，但尽管经历了多年破纪录的旅游业，访问田纳西州的千禧一代数量正在减少。因为 Snapchat 很快成为千禧一代首选的社交媒体平台，并提供了一种独特的、对旅行友好的视觉讲故事风格, 我们决定启动我们自己的渠道，以接触和激励年轻人参观该州。但是，由于 Snapchat 固有的不可发现性和有限的媒体预算，我们如何在这个平台上建立追随者？ 执行 竞选活动始于 10月3日的新闻发布会，宣布了自由活动的细节。为了引起更多的轰动，包括多莉 · 帕顿和杰威尔在内的几十名名人接管了我们的 Snapchat 频道，祝贺加思。我们在这一势头的基础上建立了有限的付费媒体，包括七个市场的户外媒体，以及付费社交、付费搜索, 在《纽约时报》上刊登了一整页广告。通过加思的联系，我们还与全国九个广播电台建立了综合伙伴关系。门票是通过我们的 Snapchat 频道独家分发的。为了让粉丝在节目开始前参与进来，我们还制作了第一部快照纪录片，讲述了田纳西在加斯职业生涯中的角色。该活动于 10月24日在田纳西州纳什维尔举行。在节目中，加思与杰森 · 阿尔丁、克里斯 · 杨、特里莎 · 耶尔伍德、凯莉 · 克拉克森和雷巴 · 麦克泰尔等超级明星进行二重唱，让客人们大吃一惊。 战略 Snapchat 拥有所有社交网络中最大的千年追随者和独特的视觉故事风格，是田纳西州可以利用的明显平台。如果说有一件事千禧一代比旅行更喜欢，那就是吹嘘它。他们实际上是根据自己的 “自吹自擂” 来选择旅行体验的。我们的策略是创建一个如此独家的事件，这实际上会让他们担心错过它 (基本上，创建 FOMO) -然后让关注田纳西州的新 Snapchat 频道成为进入的唯一途径。我们不仅可以立即建立一个 Snapchat 追随者开始接触，而且我们还可以让千禧一代去田纳西州。随着加思 · 布鲁克斯即将成为唯一拥有七张钻石专辑的艺术家，我们的策略是围绕这一荣誉举办活动, 因此，媒体上每提到加思的成就，都包括田纳西州旅游局的 Snapchat 活动。 相关性 这场运动的重点是在 Snapchat 上与千禧一代建立关系。但是由于媒体预算有限，我们不得不依靠挣得的媒体策略。所以我们与文化偶像加思 · 布鲁克斯建立了合作关系，他即将成为唯一拥有七颗钻石的艺术家。为了庆祝，我们为他的粉丝举行了官方颁奖仪式和免费音乐会。参加活动的唯一方法是在 Snapchat 上跟踪田纳西。公告的报道驱使千禧一代去田纳西州旅行，对该事件的报道强化了田纳西州成为美国原声带创造者的品牌。 结果 《早安美国》、《今晚娱乐》、福克斯、美国广播公司新闻和 CMT，以及《福布斯》、《滚石》、《广告时代》、《华尔街日报》、《今日美国》、《公告牌》游行杂志和许多其他杂志，这场运动产生了近十亿的媒体印象。新闻媒体实际上推广了我们的 Snapcode，相当于 420万美元的免费媒体。该活动受到了如此多的关注，百威、亚马逊和《今日美国》等主要品牌要求赞助它。Snapchat 的追随者一夜之间从零到 31,000 +。• 仅在三周内就能看到 600万多个快照。门票不到三分钟就没了。来自 43 个州和 5 个国家的人参加了田纳西州的活动，71% 是千禧一代。每个座位都满了，成千上万的人从会场外聆听。估计直接旅游收入为 701,000 美元。10月24日售出的房间数量比前一年增加了 7.1%。 活动描述 田纳西移植 Garth Brooks 即将成为历史上唯一拥有七张钻石专辑的艺术家。(一个钻石 = 售出 1000万张专辑。)比披头士、猫王、齐柏林飞艇… 任何人都多。所有七张专辑都是在田纳西州录制的。所以我们把这个历史性的时刻变成了一个巨大的庆祝活动，为加思举行了官方颁奖仪式，并为他举办了一场免费音乐会来感谢他的粉丝。抓住了吗？跟随田纳西州的新 Snapchat 频道将是进入的唯一途径。我们称它为: 合拍。
Snap Your Way In
案例简介：Synopsis Millennials are the most valuable travel population in the U.S. But despite years of record-breaking tourism, the number of millennials visiting the state of Tennessee was decreasing. Because Snapchat was quickly becoming millennials’ preferred social media platform and offered a unique, travel-friendly style of visual storytelling, we decided to launch our own channel to reach and inspire young people to visit the state. But with Snapchat’s inherent lack of discoverability and a limited media budget, how would we build a following on the platform? Execution The campaign kicked off with a press conference on Oct. 3 announcing details of the free event. To generate more buzz, dozens of celebrities, including Dolly Parton and Jewel, took over our Snapchat channel to congratulate Garth. We built on that momentum with limited paid media, including out-of-home in seven markets, as well as paid social, paid search, pre-roll and a full page ad in The New York Times. Through Garth’s connections, we also developed integrated partnerships with nine radio stations across the country. Tickets were distributed exclusively through our Snapchat channel. To keep followers engaged leading up to the show, we also created the first snap documentaries telling the story of Tennessee’s role in Garth’s career. The event was held on Oct. 24 in Nashville, Tennessee. During the show, Garth surprised guests by performing duets with superstars like Jason Aldean, Chris Young, Trisha Yearwood, Kelly Clarkson and Reba McEntire. Strategy With the largest millennial following of any social network and its unique visual storytelling style, Snapchat was the obvious platform for Tennessee to tap into. And if there’s one thing millennials love more than traveling, it’s bragging about it. They actually choose travel experiences based on how “braggable” they are. Our strategy was to create an event so exclusive, it would literally give them anxiety to miss out on it (basically, create FOMO) — and then make following Tennessee’s new Snapchat channel the only way to get in. Not only could we instantly build a Snapchat following to start engaging with, but we could also physically get millennials to Tennessee. With Garth Brooks about to become the only artist ever to have seven diamond albums, our strategy was to build the event around the honor, so that every mention of Garth’s achievement in the press included Tennessee Tourism’s Snapchat campaign. Relevancy This campaign focused on building a relationship with millennials on Snapchat. But with limited media budget, we had to rely on earned-media tactics. So we developed a partnership with cultural icon, Garth Brooks, who was about to become the only artist ever to have seven diamonds. To celebrate, we held an official award ceremony and a free concert for his fans. The only way to get into the event was following Tennessee on Snapchat. Announcement coverage drove millennials to travel to Tennessee, and post coverage of the event reinforced Tennessee’s brand of being the creator of the soundtrack of America. Outcome Featured on “Good Morning America,” “Entertainment Tonight,” FOX, ABC News and CMT, and in Forbes, Rolling Stone, Ad Age, The Wall Street Journal, USA TODAY, Billboard, Parade magazine and many others, the campaign resulted in nearly a billion media impressions. •News outlets actually promoted our Snapcode, equaling $4.2 million in free media.•The event got so much attention, major brands such as Budweiser, Amazon and USA TODAY asked to sponsor it. •Snapchat followers went from zero to 31,000+ overnight. •6 million-plus snap views in just three weeks.•Tickets were gone in less than three minutes.•People traveled from 43 states and five countries to attend the event in Tennessee, and 71 percent were millennials. •Every seat was filled, and thousands more listened from outside the venue.•Estimated $701,000 in direct tourism revenue. •The number of rooms sold on Oct. 24 increased 7.1% over the previous year. CampaignDescription Tennessee transplant Garth Brooks was about to become the only artist in history to have seven diamond albums. (One diamond = 10 million albums sold.) More than The Beatles, Elvis, Led Zeppelin … anyone. And all seven albums were recorded in Tennessee. So we turned this historic moment into a huge celebration with an official award ceremony for Garth and a free concert for him to thank his fans. The catch? Following Tennessee’s new Snapchat channel would be the only way to get in. We called it: Snap your way in.
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Snap Your Way In
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基本信息
- 广告品牌： Tennessee Department Of Tourism Development
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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