The Promise Keeper|短视频|广告营销案例【ADGuider广告指南】

承诺守护者

案例简介：描述客户的简报: 简报是向目标观众推出锐步之字跑鞋，他们不是铁杆跑步者，而是感兴趣的。这项活动应该是互动的，能够过自己的生活，并围绕锐步品牌展开对话。ZigTech 的产品声称是 “给你的脚更多的能量”。由于 ZigTech 独特的设计，你的每一步都会向前推进。但这当然只有当你真的去跑步时才有效. 创意执行: 每次运行承诺都会生成个人更新，这些更新从用户传播到他/她的所有朋友，传播关于承诺守护者、锐步和锐步之字鞋的信息。鞋子 (独特的设计) 在每次更新中都可见。每次更新也会产生对话; 评论、喜欢和/或转发将信息传播给更多的人。我们使用锐步运动明星，直接向那些做出承诺提醒他们坚持下去的人发布个人视频，或者评论他们的跑步或缺乏。许多视频甚至包含用户的名字，使他们非常个性化。描述简短/目标的创造性解决方案。我们创建了 “承诺基珀”，这是第一个在线运行的应用程序 (网站、 iPhone/iPad 应用程序和安卓应用程序)，实际上可以让你出去运行。你承诺在你的在线日历上进行的每一次跑步都会自动发布在你选择的社交网络上，并传播给你所有的朋友。他们也会被告知你是否跑了。每一个更新都是个人的，成为一个直接的信息，产生对话。一切都建立在这样的洞察力之上: 对你认识的每个人的承诺比只对你自己的承诺更重要。Twitter 和 Facebook 的追随者被发送了一个直接链接来下载该应用。

承诺守护者

案例简介：Describe the brief from the client: The brief was to launch the Reebok ZigTech running shoe to a target audience that are not hardcore runners but interested. The campaign should be interactive and able to live it’s own life and spawn conversation around the Reebok brand. The ZigTech’s product claim is ‘More energy to your feet’. With every step you will be propelled forward thanks to ZigTech’s unique design. But that of course only works if you actually go for a run... Creative Execution: Every run promised generates personal updates that are spread from the user to all of his/hers friends, spreading the word about The Promise Keeper, Reebok and the Reebok ZigTech shoe. The shoe (with it’s unique design) is visible in EVERY update. Every update also spawns conversation; comments, likes and/or re-tweets spreading the message to even more people. We used Reeboks sport stars by posting personal videos from them directly to people who had made promises reminding them to stick to it, or commenting on their runs or lack of. Many videos even contains the users name making them very personal. Describe the creative solution to the brief/objective. We created ‘The Promise Keeper’, the first online running application (website, iPhone/iPad-app and Android app) that will actually get you out and run. Every run you promise to make in your online calendar is automatically posted on the social network of your choice and spread to all of your friends. They will also be notified about whether you ran or not. Every update is personal and becomes a direct message that spawns conversation. Everything built on the insight that a promise to everyone you know is more important than a promise only to yourself. Twitter and Facebook followers were sent a direct link to download the app.