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案例简介：描述活动/条目 品牌娱乐在美国迅速增长，并正在成为领先的替代媒体战略。接触越来越多的消费者的困难，他们 (1) 比以往任何时候都有更多的方法来忽略和过滤品牌信息，(2) 由于这些发展，通信的转变, 这使得美国品牌投资品牌娱乐比以往任何时候都更加重要。2010 年，广告商在品牌娱乐上的支出超过 250 亿美元，预计到 2014年，这一数字将超过 380 亿美元，年复合增长率为 9.2%。 结果 我们面临的挑战是向年轻观众重新介绍丹尼，并在数字空间中捕捉丹尼体验的精髓 -- 开放、舒适和乐趣。为此，我们决定开发一个原创的网络系列，它将允许我们创建有趣的内容，并与我们的年轻观众相关，同时加强丹尼的品牌战略。我们联合了一家制作公司，将我们对喜剧采访节目的想法付诸实践。我们称之为 “永远开放”。我们对内容所做的每一个决定都是通过 “开放” 过滤器完成的。我们选择了大卫 · 科奇纳作为主持人，他在《主播》中的角色也许最出名，因为他的真实生活和屏幕上的角色反映了丹尼消费者的悠闲和平易近人的本性。我们决定每一集都完全脱稿。毕竟，即兴伴奏是自发的，真正的，固有的开放性。我们向戴夫介绍了如何让他的客人敞开心扉，向他透露粉丝们在其他任何地方都不会学到的关于自己的事情。所以，当然，我们倾向于那些可以即兴发挥、有趣和真诚的客人。像莎拉 · 西尔弗曼、威尔 · 阿内特、艾米 · 波勒、杰森 · 贝特曼、威尔 · 福特和克里斯汀 · 贝尔这样的人。此外，值得客户称赞的是，他们出人意料地公开让谈话随心所欲。无论对话转向性病，裸睡，还是其他敏感的话题，它都是真实的，并进入了节目。丹尼摊位舒适的食物和舒适的环境让这一切成为可能。 为了宣传 “永远开放” 系列，我们采取了双管齐下的方法，既利用了付费渠道，也利用了赚取渠道。对于付费媒体，我们与喜剧驱动的娱乐领域的领导者合作，目标是千禧一代: 大学幽默。Collegehumor.com 内，我们有一个独特的 URL，所有的视频时，他们被释放并被刊登在网站和社交媒体。对于赚来的媒体，我们利用社交媒体和博客推广来推动口碑。我们请到了名人，娱乐，风扇博客推广个人集系列的整体。 我们始终开放的主要目标是增加对丹尼品牌的积极看法，特别是在千禧一代中谈论丹尼品牌的价值。我们的感官评价衡量 Brandindex 倍增，仓皇从 16.2 到 32。我们的 Buzz 评级也几乎翻了一番，从 36.1 上升到 66.1。影片获得了月米的看法。事实上，Yougov 品牌指数从 2011年3月开始，涵盖了始终开放的时间框架, 表明千禧一代的感知增长如此之多，以至于他们对我们的评价甚至比传统上代表我们核心消费者的成年人还要高。尽管贸易行业专家们留下了深刻印象: “由于 Open' 丹尼的新名人网络系列被称为“ 永远, 他们是最热门的品牌在线演示的法令》-月号 "--国家餐馆新闻 4.18.11 以来一直开网编, 丹尼经历了 5 年来最成功的商业成果。客流量、客人支票平均值和整体销售额自 2006年以来首次处于正区域。(来源: 客户的日常店内跟踪，2011) 所以，虽然千禧一代只是我们不同客户群的一部分, 我们成功地让他们重新与品牌接触，这反过来又有助于推动品牌的整体复兴。
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案例简介：Describe the campaign/entry Branded Entertainment is rapidly growing in the US and is emerging as a leading alternative media strategy. The difficulty of reaching an increasingly consumers, who (1) have more ways to ignore and filter out brand messages than ever before and (2) the transformation of communications due to these developments, have made it more important than ever for brands in the US to invest in branded entertainment. In 2010, advertisers spent over $25bn on branded entertainment and that number is expected to reach over $38bn by 2014, a 9.2% compound annual growth rate. Results Our challenge was to reintroduce Denny’s to a younger audience and capture the essence of the Denny’s experience - the openness, the comfort, and the fun - all in the digital space. To do so, we decided to develop an original web series, one that would allow us to create content that was entertaining and relevant to our younger audience while reinforcing the Denny’s brand strategy. We teamed up a production company to bring our idea of a comedic interview show, to life. We called it, ‘Always Open’. Every decision we made about content was done through an ‘open’ filter. We selected David Koechner, perhaps best known from his role in Anchorman, as host because both his real life and on-screen personas mirrored the laid back and approachable nature of the Denny’s consumer. We decided to make every episode entirely unscripted. After all, improvisation is spontaneous, genuine, and inherently open in nature. We briefed Dave to try and get his guests to open up, to reveal things about themselves that fans wouldn’t have learned any place else. And so, of course, we leaned towards guests who could improvise, were fun, and genuine. People like Sarah Silverman, Will Arnett, Amy Poehler, Jason Bateman, Will Forte and Kristen Bell. In addition, to the client’s credit, they were surprisingly open about letting the conversation go where it might. Whether the dialogue veered to STDs, sleeping in the nude, or other touchy subjects, it was authentic and it made it into the show. The comfort food and cosy environment of a Denny’s booth made it all possible. To get the word out about the Always Open series, we took a 2-pronged approach that utilised both paid and earned channels. For paid media, we teamed up with the leader in comedy-driven entertainment targeting Millennials: college humour. Within collegehumor.com, we had a unique URL to house all of the videos when they were released as well as being featured on the homepage and their social media channels. For earned media, we utilised social media and blogger outreach to drive word-of-mouth. We reached out to celebrity, entertainment, and fan bloggers to promote individual episodes and the series overall. Our primary objective for Always Open has been to increase positive perceptions and talk worthiness of the Denny’s brand specifically among Millennials. Our perceptual rating as measured by Brandindex doubled, leaping from a 16.2 to 32. Our Buzz rating also nearly doubled, increasing from 36.1 to 66.1. Videos received over 6m views. In fact, a Yougov Brand Index from March 2011, covering the Always Open timeframe, shows that perceptions among Millennials increased so much they came to rate us even more highly than the adults who traditionally represented our core consumer. Even trade industry experts were impressed: “Thanks to Denny’s new celebrity web series called ‘Always Open’, they are the hottest brand online for the 18 - 34 demo" - Nation’s Restaurant News 4.18.11 Since the launch of Always Open web series, Denny’s has experienced its most successful business results in 5 years. Foot traffic, guest check average, and overall sales are in positive territory for the first time since 2006. (Source: Client’s daily in-store tracking, 2011) So, while Millennials are just one part of our diverse customer base, our success in getting them re-engaged with the brand has in turn helped power the overall renaissance of the brand.
ALWAYS OPEN
案例简介：描述活动/条目 品牌娱乐在美国迅速增长，并正在成为领先的替代媒体战略。接触越来越多的消费者的困难，他们 (1) 比以往任何时候都有更多的方法来忽略和过滤品牌信息，(2) 由于这些发展，通信的转变, 这使得美国品牌投资品牌娱乐比以往任何时候都更加重要。2010 年，广告商在品牌娱乐上的支出超过 250 亿美元，预计到 2014年，这一数字将超过 380 亿美元，年复合增长率为 9.2%。 结果 我们面临的挑战是向年轻观众重新介绍丹尼，并在数字空间中捕捉丹尼体验的精髓 -- 开放、舒适和乐趣。为此，我们决定开发一个原创的网络系列，它将允许我们创建有趣的内容，并与我们的年轻观众相关，同时加强丹尼的品牌战略。我们联合了一家制作公司，将我们对喜剧采访节目的想法付诸实践。我们称之为 “永远开放”。我们对内容所做的每一个决定都是通过 “开放” 过滤器完成的。我们选择了大卫 · 科奇纳作为主持人，他在《主播》中的角色也许最出名，因为他的真实生活和屏幕上的角色反映了丹尼消费者的悠闲和平易近人的本性。我们决定每一集都完全脱稿。毕竟，即兴伴奏是自发的，真正的，固有的开放性。我们向戴夫介绍了如何让他的客人敞开心扉，向他透露粉丝们在其他任何地方都不会学到的关于自己的事情。所以，当然，我们倾向于那些可以即兴发挥、有趣和真诚的客人。像莎拉 · 西尔弗曼、威尔 · 阿内特、艾米 · 波勒、杰森 · 贝特曼、威尔 · 福特和克里斯汀 · 贝尔这样的人。此外，值得客户称赞的是，他们出人意料地公开让谈话随心所欲。无论对话转向性病，裸睡，还是其他敏感的话题，它都是真实的，并进入了节目。丹尼摊位舒适的食物和舒适的环境让这一切成为可能。 为了宣传 “永远开放” 系列，我们采取了双管齐下的方法，既利用了付费渠道，也利用了赚取渠道。对于付费媒体，我们与喜剧驱动的娱乐领域的领导者合作，目标是千禧一代: 大学幽默。Collegehumor.com 内，我们有一个独特的 URL，所有的视频时，他们被释放并被刊登在网站和社交媒体。对于赚来的媒体，我们利用社交媒体和博客推广来推动口碑。我们请到了名人，娱乐，风扇博客推广个人集系列的整体。 我们始终开放的主要目标是增加对丹尼品牌的积极看法，特别是在千禧一代中谈论丹尼品牌的价值。我们的感官评价衡量 Brandindex 倍增，仓皇从 16.2 到 32。我们的 Buzz 评级也几乎翻了一番，从 36.1 上升到 66.1。影片获得了月米的看法。事实上，Yougov 品牌指数从 2011年3月开始，涵盖了始终开放的时间框架, 表明千禧一代的感知增长如此之多，以至于他们对我们的评价甚至比传统上代表我们核心消费者的成年人还要高。尽管贸易行业专家们留下了深刻印象: “由于 Open' 丹尼的新名人网络系列被称为“ 永远, 他们是最热门的品牌在线演示的法令》-月号 "--国家餐馆新闻 4.18.11 以来一直开网编, 丹尼经历了 5 年来最成功的商业成果。客流量、客人支票平均值和整体销售额自 2006年以来首次处于正区域。(来源: 客户的日常店内跟踪，2011) 所以，虽然千禧一代只是我们不同客户群的一部分, 我们成功地让他们重新与品牌接触，这反过来又有助于推动品牌的整体复兴。
ALWAYS OPEN
案例简介：Describe the campaign/entry Branded Entertainment is rapidly growing in the US and is emerging as a leading alternative media strategy. The difficulty of reaching an increasingly consumers, who (1) have more ways to ignore and filter out brand messages than ever before and (2) the transformation of communications due to these developments, have made it more important than ever for brands in the US to invest in branded entertainment. In 2010, advertisers spent over $25bn on branded entertainment and that number is expected to reach over $38bn by 2014, a 9.2% compound annual growth rate. Results Our challenge was to reintroduce Denny’s to a younger audience and capture the essence of the Denny’s experience - the openness, the comfort, and the fun - all in the digital space. To do so, we decided to develop an original web series, one that would allow us to create content that was entertaining and relevant to our younger audience while reinforcing the Denny’s brand strategy. We teamed up a production company to bring our idea of a comedic interview show, to life. We called it, ‘Always Open’. Every decision we made about content was done through an ‘open’ filter. We selected David Koechner, perhaps best known from his role in Anchorman, as host because both his real life and on-screen personas mirrored the laid back and approachable nature of the Denny’s consumer. We decided to make every episode entirely unscripted. After all, improvisation is spontaneous, genuine, and inherently open in nature. We briefed Dave to try and get his guests to open up, to reveal things about themselves that fans wouldn’t have learned any place else. And so, of course, we leaned towards guests who could improvise, were fun, and genuine. People like Sarah Silverman, Will Arnett, Amy Poehler, Jason Bateman, Will Forte and Kristen Bell. In addition, to the client’s credit, they were surprisingly open about letting the conversation go where it might. Whether the dialogue veered to STDs, sleeping in the nude, or other touchy subjects, it was authentic and it made it into the show. The comfort food and cosy environment of a Denny’s booth made it all possible. To get the word out about the Always Open series, we took a 2-pronged approach that utilised both paid and earned channels. For paid media, we teamed up with the leader in comedy-driven entertainment targeting Millennials: college humour. Within collegehumor.com, we had a unique URL to house all of the videos when they were released as well as being featured on the homepage and their social media channels. For earned media, we utilised social media and blogger outreach to drive word-of-mouth. We reached out to celebrity, entertainment, and fan bloggers to promote individual episodes and the series overall. Our primary objective for Always Open has been to increase positive perceptions and talk worthiness of the Denny’s brand specifically among Millennials. Our perceptual rating as measured by Brandindex doubled, leaping from a 16.2 to 32. Our Buzz rating also nearly doubled, increasing from 36.1 to 66.1. Videos received over 6m views. In fact, a Yougov Brand Index from March 2011, covering the Always Open timeframe, shows that perceptions among Millennials increased so much they came to rate us even more highly than the adults who traditionally represented our core consumer. Even trade industry experts were impressed: “Thanks to Denny’s new celebrity web series called ‘Always Open’, they are the hottest brand online for the 18 - 34 demo" - Nation’s Restaurant News 4.18.11 Since the launch of Always Open web series, Denny’s has experienced its most successful business results in 5 years. Foot traffic, guest check average, and overall sales are in positive territory for the first time since 2006. (Source: Client’s daily in-store tracking, 2011) So, while Millennials are just one part of our diverse customer base, our success in getting them re-engaged with the brand has in turn helped power the overall renaissance of the brand.
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