The Sopranos Nicknames|海报/平面|广告营销案例【ADGuider广告指南】

黑道家族的昵称

案例简介：为什么这项工作与Direct相关？我们的目标是通过1:1的互动直接接触到我们的消费者群体，并产生社交活动 -- 分享、回复和与其他粉丝联系。通过这种激活，我们能够通过直接联系和个性化内容接触到消费者，同时产生参与、分享和最终接触。背景 “黑道家族” 感觉就在昨天，我们开始了解保利核桃，Junior，Sil，Bobby Bacala和Johnny Sack。但不是昨天。那是20年前的事了.在1月11日，也就是它最初首映的周年纪念日，我们希望每个人都在谈论这个永远改变电视的节目。但是你如何让人们谈论20年前的事情呢？你如何吸引比脸书和推特更早的粉丝？你如何让趋势节目在标签发明之前首映？你如何让粉丝接触到符合备受喜爱的系列质量的内容？你如何用零媒体美元有机地做到这一点？你给他们一个他们不能拒绝的提议。描述创意 (30% 的选票) 我们的首要目标是让这个节目再次充满活力，让人们重新投入到行动中，让他们感觉像节目开始时一样。对于从未看过这个节目的人来说，这是一个开始全新对话的机会。所以我们专注于让节目感觉特别的细微差别和细节。这不是一个关于暴徒的节目，而是一个关于加入暴徒的节目。每个人都知道，在暴民中最大的好处就是获得一个很棒的昵称，黑道家族也有很多很棒的昵称。因此，为了纪念周年纪念日，我们想给我们的粉丝们一个机会，让他们获得自己的女高音昵称。描述策略 (20% 的选票) 如果你想进行对话，你可以在一个为对话而建的地方进行 -- 推特。所以我们知道推特是让粉丝们参与关于黑道家族的对话的理想场所。我们还想确保对话包含在一个单一的、可发现的空间中，而不会感觉到促销，所以我们选择了一个线程而不是标签。对于提示，我们坚持人们从HBO Twitter期待的既定语调和第一人称单一方法。这个决定帮助人们感觉像是节目的两个粉丝之间的真正交流，而不是品牌噱头。最后，我们希望确保一切都感觉个人，定制，并符合人们对HBO的期望。所以我们避开了自动化和发电机，选择了真正的人类作家、设计师和社区经理。描述执行情况 (20% 的选票) 1月10日下午1:10，HBO发出了一条简单的推文: 回复我们，你可能会得到一个个性化的，适合女高音的mob昵称。随着回复的涌入，一个由作家、设计师和社区经理组成的小团队密切合作，寻找机会、写昵称、获得批准、制作通信，并发布内容…… 所有这些都在3-5分钟的周转时间内。我们还密切关注对发布的昵称的回复，与粉丝和品牌互动，他们要么感谢我们的昵称，要么对此有话要说。经过24小时的定制昵称和与粉丝互动，我们 “切入黑色”，向节目中标志性的最后一幕致敬。列出结果 (30% 的选票) 在零媒体美元的支持下，推特线程产生了超过300,000,000个有机印象。超过24,000人回复了最初的推特，包括罗杰 · 费德勒、林曼努埃尔 · 米兰达、艾米丽 · 努斯鲍姆、布雷克 · 格里芬、本 · 施瓦茨、劳拉 · 德恩，以及推特上的一大块顶级品牌。出版社在没有任何播种的情况下拿起了它，包括Fast Company，AV Club，Buzzfeed，Ad Age，Ad Week，Mashable和Daily Mail。引用快速公司的聪明人的话: “看，品牌推特理所当然地受到了很多抨击。它太努力了。太噱头了。这是人造的人类互动。但是这个呢？这个。这太棒了。"

黑道家族的昵称

案例简介：Why is this work relevant for Direct? Our goal was to reach our consumer base directly with 1:1 interactions and generate social activity - sharing, replying and connecting with other fans. Through this activation, we were able to reach consumers with direct contact and personalized content while generating engagement, sharing and ultimately reach. Background 'The Sopranos.' Feels like just yesterday we were getting to know Paulie Walnuts, Junior, Sil, Bobby Bacala and Johnny Sack. But it wasn’t yesterday. It was 20 years ago. And on January 11, the anniversary of its original premiere, we wanted everyone to be talking about the show that changed TV forever. But how do you get people talking about something that’s two decades old? How do you engage a fanbase that predates Facebook and Twitter? How do you get a show to trend that premiered before the invention of hashtags? How do you engage fans with content that lives up to the quality of a much-beloved series? And how do you do it organically with zero media dollars? You give them an offer they can’t refuse. Describe the creative idea (30% of vote) Our number one goal was to make the show feel alive again, to pull people back into the action and make them feel like the way they felt when the show was on. And for people who never saw the show, it was a chance to start a whole new conversation. So we focused on the nuances and details that made the show feel special. It’s not a show about the mob, it’s a show about being in the mob. And everyone knows that the best part of being in the mob is getting a great nickname, and the Sopranos featured a lot of great nicknames. So in honor of the anniversary, we wanted to give our fans a chance to get their very own Soprano-worthy nickname. Describe the strategy (20% of vote) If you want to have a conversation, you do it in a place that is built for having conversations—Twitter. So we knew Twitter would be the ideal place to engage fans in a conversation about The Sopranos. We also wanted to make sure the conversation was contained to a single, discoverable space without feeling promotional, so we opted for a thread rather than a hashtag. For the prompt, we stuck with the established tone-of-voice and first-person singular approach that people have come to expect from HBO Twitter. This decision helped the prompt feel like a real exchange between two fans of the show, rather than a branded stunt. And finally, we wanted to make sure everything felt personal, bespoke, and in-line with the quality people expect from HBO. So we shunned automation and generators and opted for real human writers, designers, and community managers. Describe the execution (20% of vote) At 1:10pm on January 10, HBO sent out a single tweet with a simple offer: reply to us and you might get a personalized, Soprano-worthy mob nickname. As the replies poured in, a small team of writers, designers and community managers worked closely together to identify opportunities, write nicknames, get approvals, craft comms, and post the content… all within a 3-5 minute turnaround time. We also kept a close eye on the responses to the posted nicknames, interacting with fans and brands who either thanked us for the nickname or had something to say about it. After 24 hours of creating custom nicknames and interacting with fans, we “cut to black” in homage to the iconic final scene from the show. List the results (30% of vote) Backed by zero media dollars, the twitter thread generated over 300,000,000 organic impressions. Over 24,000 people replied to the original tweet, including Roger Federer, Lin-Manuel Miranda, Emily Nussbaum, Blake Griffin, Ben Schwartz, Laura Dern, and a big chunk of top brands on Twitter. Press picked it up without any seeding, including Fast Company, the AV Club, Buzzfeed, Ad Age, Ad Week, Mashable, and the Daily Mail. To quote the smart people at Fast Company: “Look, Brand Twitter rightfully gets a lot of flack. It tries too hard. It’s too gimmicky. It’s manufactured human interaction. But this? THIS. This was goooood.”