Serena Match Point|短视频|广告营销案例【ADGuider广告指南】

瑟琳娜匹配点

案例简介：战略我们发现 Snapchat 是最适合在沉浸式、创新和时间相关的环境中吸引青少年竞技运动员的工具。利用该平台强大的青少年渗透能力，ESPN 发现合作伙伴关系，以及 “向上滑动” 的网络视图功能 (这是游戏功能和体验的关键) 我们能够为目标受众提供实时内容，鼓励超越平台预期的参与。为了提高人们的认识和兴奋，Facebook 、 Instagram 和 Twitter 也被选中，因为它们被证明是与这些特定受众接触的有效渠道。活动描述为了采取不同于视频的方法，我们开始开发一款多层次的移动游戏，吸引竞争激烈的青少年运动员的注意力。考虑到日益流行但混乱的在线游戏环境，我们知道进入一个与青少年产生共鸣的首选移动渠道是很重要的。超过 6000万的每日活跃 13-24 年。Olds，Snapchat 是吸引我们目标的完美平台，过去的成功表明，有趣的、与时间相关的、定制的内容有潜力推动强大的参与度。执行利用核心社交平台，与期望的观众产生共鸣，让我们能够讲述一个综合的、大规模的故事，利用每个平台的最佳功能。通过赞助的 Facebook 和 Instagram 旋转木马广告，我们能够展示游戏中各种游戏中的图像，这些图像在旋转木马上被取笑。此外，来自佳得乐和瑟琳娜本人的推文有助于以及时和相关的方式推动进一步的认识。在 Snapchat 中，我们利用带有 “向上滑动” 功能的快照广告将目标受众吸引到游戏中。通过对 Snapchat ESPN Discover 为期三天的收购进行集中投资，我们能够与观众及时推动相关规模。概要在过去的几年里，佳得乐通过使用长形式的电影来庆祝一些体育史上最大的时刻。讲述我们运动员旅程的故事，以推动长期的品牌欣赏，并与体育运动中最伟大的时刻联系起来。所以，当瑟琳娜 · 威廉姆斯带着打破大满贯纪录的机会进入去年的美国公开赛时，我们还有另一个不可思议的故事要讲。然而，我们想探索一种更创新的方式来实现它，同时也吸引我们的目标受众年轻竞技运动员。结果这场比赛很受欢迎。获得超过 3.95亿个印象，每三个人中就有一人分享。它出现在数百份出版物中，主题从体育到游戏到技术。通过挑战平台的叙述，我们能够在 Snapchat 上做一些从未做过的事情: 我们让用户停下来。花在比赛上的时间超过三分钟，比平均时间长 65 倍。证明不管媒体是什么，每个人都有时间写一个伟大的故事。相关性瑟琳娜 · 威廉姆斯的比赛点是 Snapchat 平台的首次使用。一个多层次的游戏，适合在一个单一的广告单元，同时完全破坏常见的做法。通过黑客攻击我们青少年观众最常用的平台，我们能够创造佳得乐和 Snapchat 有史以来最强的参与数字。

瑟琳娜匹配点

案例简介：Strategy We found Snapchat to be the best suited vehicle to engage teen competitive athletes in an immersive, innovative, and time relevant environment. Utilizing the platform's strong teen penetration, ESPN discover partnership, and it's "swipe-up" to web view capability (which was key to the game functionality and experience) we were able to serve our target audience real-time content that encouraged engagement beyond the platform's expectations. And to drive additional awareness and excitement, Facebook, Instagram, and Twitter were also selected, as they have proven to be both efficient and effective channels to engage with this specific audience. CampaignDescription Looking to take a different approach from video, we set out to develop a multilevel, mobile game, that would capture the attention of competitive teen athletes. Considering the increasingly popular, yet cluttered online gaming environment, we knew it was important to lean into a preferred mobile channel that resonated with teens. With over 60 million daily active 13-24 yr. olds, Snapchat was the perfect platform to engage our target, and with past successes indicated that entertaining, time-relevant, bespoke content, had the potential to drive strong engagement. Execution Utilizing core social platforms, that resonate with the desired audience, allowed us to tell an integrated and scaled story that leveraged the best capabilities of each platform. Through sponsored Facebook and Instagram carousel ads we were able to showcase the game with various in-game images that were teased across the carousel. Additionally, promoted tweets, from Gatorade and Serena herself, helped to drive further awareness in a timely and relevant manner. While in Snapchat, we leveraged Snap Ads with the “swipe-up” feature to hook our target audience into the gameplay. With focused investment against a three-day takeover in Snapchat ESPN Discover, that coincided with the US Open weekend, we were able to drive timely, relevant scale with our audience. Synopsis In previous years, Gatorade has celebrated some of the biggest moments in athletic history by using long form film. Telling the stories of our athlete's journeys to drive long-term brand appreciation and association with the greatest moments in sports. So, when Serena Williams headed into last year's US Open with a chance to break the all-time Grand Slam record, we had another incredible story to tell. However, we wanted to explore a more innovative way to bring it to life, while also engaging our target audience of young competitive athletes. Outcome The game was a hit. Garnering over 395 million impressions and shared by one in every three people that came across it. It was featured in hundreds of publications, ranging in topics from sports to gaming to technology. By challenging the narrative of the platform we were able to do something on Snapchat that had never been done: we got users to stop. Spending over three minutes on our game, 65 times longer than the average. Proving that no matter the medium, everyone has time for a great story. Relevancy Serena Williams' Match Point is a first-of-its-kind use of the Snapchat platform. A multi-level game that fit within a single ad unit, while completely disrupting common practice. By hacking our teen audience's most used platform, we were able to create the strongest engagement numbers that both Gatorade and Snapchat have ever seen.