The movie credits hack|海报/平面,短视频|广告营销案例【ADGuider广告指南】

电影学分hack

案例简介：为什么这项工作与媒体有关？只有真正的电影爱好者会一直呆到片尾。为了奖励他们，Canal + 在电影的片尾字幕中隐藏奖励。在字幕中，真正的电影爱好者可以发现一条秘密消息，该消息以相同的风格写在名字之间，并带有促销代码，免费提供3个月的Canal + 订阅。通过这种方式，Cinephile可以使用Canal + 在家中欣赏更多电影。背景作为法国电影的头号频道，Canal + 想要庆祝电影爱好者。如何触摸这个相互联系的cinephiles社区？描述创意/见解 (投票30%) 只有真正的电影爱好者会一直呆到片尾。为了奖励他们，Canal + 在电影的片尾字幕中隐藏奖励。在字幕中，真正的电影爱好者可以发现一条秘密消息，该消息以相同的风格写在名字之间，并带有促销代码，免费提供3个月的Canal + 订阅。通过这种方式，Cinephile可以使用Canal + 在家中欣赏更多电影。描述策略 (投票20%) 因为我们想直接与电影爱好者交谈，所以我们决定在他们在电影院时与他们联系。为了使我们的礼物更具病毒式传播，我们决定只接触真正的电影爱好者，这些人一直呆到结账结束。因为每个人都假装是一个真正的电影爱好者，每个人都可以与消息。描述执行情况 (投票20%) 为了实现这个想法，Canal + 与领先的独立法国电影集团MK2合作。该操作在法国的12 MK2电影院进行了一周 (每周100 000名观众)。由于MK2和Canal + 的连接，以及通过Canal工作室 (欧洲电影制作的领导者)，我们设法获得了法律协议，将我们的秘密信息插入了十几部电影的闭幕式中。列出结果 (投票30%) 有了这个意想不到的促销活动，Canal + 达到了提高电影品牌知名度的目标。电影爱好者在3天内发现了3000隐藏的代码。首先，在电影爱好者的相互联系的社区中，通过口口相传的秘密信息的存在。在电影解释操作的新闻稿发布后，公众感到兴奋，每个人都想成为电影迷，并开始在电影院寻找我们的隐藏学分。媒体也很兴奋，一些主要媒体 (包括法国国际米兰，法国最受欢迎的广播频道之一) 谈论了这一行动。Canal + 订阅在那一周增加了30% %。

电影学分hack

案例简介：Why is this work relevant for Media? Only real movie lovers stay until the end of the credits. To reward them, Canal+ hide a reward in the closing credits of films. In the credits, Real movie lovers could discover a secret message, written in the same style between the lines of names, with a promo code offering a 3 month Canal+ subscription for free. This way, Cinephile could enjoy more films at home with Canal+. Background As the number one channel for movies in France, Canal+ wanted to celebrate movie lovers. How to touch this connected community of cinephiles ? Describe the creative idea/insights (30% of vote) Only real movie lovers stay until the end of the credits. To reward them, Canal+ hide a reward in the closing credits of films. In the credits, Real movie lovers could discover a secret message, written in the same style between the lines of names, with a promo code offering a 3 month Canal+ subscription for free. This way, Cinephile could enjoy more films at home with Canal+. Describe the strategy (20% of vote) Because we wanted to talk directly to movie lovers, we decided to reach them when they are at the movie theater. And to make our gift more viral, we decided to touch only to real movie lovers, the ones that stay until the end of the closing credits. And because everyone pretends to be a real movie lover, everyone could relate to the message. Describe the execution (20% of vote) To make this idea happen, Canal+ teamed up with MK2, the leading independent French cinema group. The operation took place for one week in the 12 MK2 cinemas in France (100 000 spectators per week). Thanks to the connection of MK2 and Canal+, and via Studio Canal ( European leader in film production), we managed to get the legal agreement to insert our secret message in the closing credits of dozen of films. List the results (30% of vote) With this unexpected promo, Canal+ reach its goal of increasing brand awareness for cinema. 3000 hidden codes were found in 3 days by movie lovers in the closing credits of films. First, the existence of the secret message circulated by word of mouth among the connected community of movie lovers. After the press release with the film explaining the operation, the general public got excited and everyone wanted to be a cinephile, and started to look for our hidden credits in movie theaters. The media got excited too and some major media (including France Inter, on of the most popular radio channels in France) talked about the operation. Canal+ subscriptions increased by 30% that week.