8 MILLION PROTAGONISTS|短视频,活动|广告营销案例【ADGuider广告指南】

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800万主角

案例简介：描述客户的简报乡村之声是一个标志性的编辑频道。纽约和美国竞争激烈的编辑市场意味着乡村之声必须重新确立其作为纽约真实、未经审查的声音的地位, 也是艺术和文化的重要来源。我们从战略开始，不仅仅是直接与竞争对手竞争, 我们将以一种只有乡村之声才能证明我们的立场 -- 并创建一个新的内容平台，将纽约人的真实故事作为编辑品牌的全新空间。创意执行乡村之声有着捕捉纽约真实、未经审查的声音的传统，也是艺术和文化的重要来源。《纽约写 Itself.com 》和由此产生的百老汇外戏剧《 800 万主角》通过创造艺术和文化本身的新渠道，为品牌地位注入了新的活力, 这是由纽约人真实的、未经审查的故事推动的。这个新的众包内容平台是一个编辑品牌占据的全新空间，并证明了乡村之声捕捉到了纽约真实、未经审查的声音。对简短/目标的创造性解决方案。我们从洞察开始，纽约存在的最真实、未经审查和娱乐的故事来自街上的人。我们创造性的解决方案是给人们一个简单的在线目的地来写下这些伟大的故事，叫做 “纽约写 Itself.com”，然后可以作为现实驱动的内容重新创建。提交的最好的故事被重新创作，作为第一部由百老汇以外的戏剧《 800 万主角》。结果这个想法在纽约形成了真正的文化脉络，将戏剧作为编辑品牌的全新内容平台，产生了: -5100万媒体印象 -84 篇来自乡村之声之外的编辑频道的文章，包括《纽约时报》、《快速公司》、《 Playbill 》和《纽约剧院评论》。 -推出后，VillageVoice.com 的流量增加 20% -在曼哈顿两周内售罄 -NewYorkWritesItself.com 每次访问平均时间 9.5 分钟 -迄今为止对 NewYorkWritesItself.com 的 200万次独特访问 -20,000 美元的门票销售捐赠给纽约飓风桑迪受害者。

800万主角

案例简介：Describe the brief from the client The Village Voice is an iconic editorial channel. The highly competitive editorial market in New York and the USA meant that the Village Voice had to re-establish its position as the real, uncensored voice of NY, and a go-to source of arts and culture. We began with the strategy that rather than just compete directly with the competition, we would prove our position in a way that only Village Voice can – and create a new platform of content that harnesses the real stories of New Yorkers as an entirely new space for an editorial brand. Creative Execution Village Voice has a heritage of capturing the real, uncensored voice of New York, and being a go-to source of arts and culture. ‘New York Writes Itself.com’ and the resulting Off-Broadway play ‘8 Million Protagonists’ has breathed new life into the brand position, by creating a new channel of arts and culture itself, that is fuelled by the real, uncensored stories of New Yorkers. This new platform of crowd sourced content is an entirely new space for an editorial brand to occupy, and has proved that the Village Voice captures the real, uncensored voice of New York. Creative Solution to the Brief/Objective. We began with the insight that the most real, uncensored and entertaining stories that exist in New York, come from people on the street. Our creative solution was to give people a simple online destination to write down these great stories called ‘New York Writes Itself.com’, which can then be re-created as reality driven content. The best stories submitted were re-created as a first of its kind crowd sourced Off-Broadway play called ‘8 Million Protagonists’. Results The idea struck a real cultural vein in NY, using theatre as an entirely new content platform for an editorial brand, generating: - 51 million media impressions - 84 articles from editorial channels outside The Village Voice, including New York Times, Fast Company, Playbill and New York Theater Review. - 20% increase in traffic to VillageVoice.com following launch - Sold out shows over 2 weeks in Manhattan - 9.5 minutes average time per visit at NewYorkWritesItself.com - 2 million unique visits to NewYorkWritesItself.com to date - $20,000 in tickets sales donated to NY Hurricane Sandy victims.