Cobblestone Riders|短视频|广告营销案例【ADGuider广告指南】

鹅卵石骑手

案例简介：概要情况: 燃料电视是一个动作体育电视频道，在 70 个国家，包括葡萄牙。溜冰者是我们目标观众的很大一部分。在一个街道是任何溜冰者的噩梦的国家，我们如何与滑板社区接触？简介: 在葡萄牙滑板爱好者和滑板爱好者中推广燃料电视的滑板内容。目标:-与葡萄牙滑板社区产生更多的参与和互动。 -创建相关品牌内容。-在滑板爱好者中推广燃油电视品牌。活动描述鹅卵石骑手项目将葡萄牙鹅卵石街道，纵横交错的电车轨道，变成了一种新的滑冰方式的完美场所。所有这一切都归功于一个专门设计的滑板。战略燃料电视是一家跨国有线电视动作体育频道。它出生在葡萄牙，但最近失去了相关性。它需要与葡萄牙滑冰运动员建立新的联系，以扩大在线和离线观众。我们正在寻找一种原创的，100% 的葡萄牙推广燃料电视的方式，并在这个过程中发现了一种全新的运动。董事会本身是这个想法和运动的核心，它通过在线和离线电影迅速传播。执行我们从在葡萄牙主要城市拍摄的一系列无品牌特技视频开始: 一个在波尔图制作，两个在里斯本制作。这些视频被发布在燃料电视的社交媒体账户上，就像一些溜冰者发送的业余视频一样。第二阶段是国际阶段: 我们向巴塞罗那、旧金山和里约热内卢的溜冰者发送了板的原型，制作了一系列新的 “业余” 特技视频。因此，当这项疯狂的葡萄牙运动已经成为国家和国际话题时，燃料电视承认 (通过 Facebook 、 Twitter 和 Instagram) 作者拥有一个品牌版本，将所有特技视频结合在一起，讲述董事会创作的故事。相关性娱乐是鹅卵石骑手项目的核心。除了创造营销解决方案或品牌内容，我们还创造了一项全新的运动，成为葡萄牙文化的一部分。这个案例的巨大成功可以成为这个行业的一个标志, 我们 -- 创造性的专业人士 -- 应该开始在营销和广告世界中加入一点 “疯狂的发明家” 的态度。结果燃料电视社交媒体有史以来最受关注和分享的视频比第2 在线最受欢迎的视频 225.000 € 的浏览量高出 22 倍，赢得了 70 个不同国家的 1800万多户家庭的媒体影响。63, 葡萄牙燃料电视观众增加 5%

鹅卵石骑手

案例简介：Synopsis Situation:Fuel TV is an action sports TV channel available in 70 countries, including Portugal. Skaters are a great part of our target audience. How do we engage with the skateboarding community in a country where the streets are the nightmare of any skater?Brief:Promote Fuel TV’s skate content among Portuguese skaters & skateboarding fans.Objectives: - Generate more engagement and interactions with the Portuguese skateboarding community.- Create relevant branded content. - Promote the FUEL TV brand among skateboarding fans. CampaignDescription The Cobblestone Riders project turned the Portuguese cobblestone streets, criss-crossed with tramway rails, into the perfect place for a new way of skating. All thanks to a board specifically designed to skate the unskateable. Strategy FUEL TV is a multinational cable TV action sports channel. It was born in Portugal but had lately been losing relevance. It needed to create a new bond with Portuguese skaters to enlarge its audience online and offline. We were looking for an original, 100% Portuguese way of promoting Fuel TV and discovered a completely new sport in the process. The board itself is the heart of the idea and the campaign, that spread fast through online and offline films. Execution We started with an unbranded series of stunt videos filmed in Portugal's main cities: one made in Oporto and two in Lisbon. These videos were posted on Fuel TV's social media accounts as if they were amateur videos sent by some skaters.The second phase was the international one: we sent prototypes of the board to skaters based in Barcelona, San Francisco and Rio de Janeiro, generating a new series of “amateur” stunt videos. So when this crazy Portuguese sport was already a national & international topic, Fuel TV confessed (via Facebook, Twitter & Instagram) the authorship with a branded version uniting all the stunt videos and telling the story of the board's creation. Relevancy Entertainment is at the core of the Cobblestone Riders project. More than creating a marketing solution or branded content, we created a brand new sport that became part of the Portuguese culture. The great success of this case can be a sign for the industry, that we - the creative professionals - should all start to add a bit of “mad inventor” attitude into the marketing and advertising world. Outcome Most watched and shared video in the history of FUEL TV's social media presence22X more views than the 2nd most popular video225.000€ in online earned mediaImpacted over 18 million homes in 70 different countries.63,5% increase of FUEL TV's audience in Portugal