营销日历 营销导航 热门搜索 使用技巧
广告营销案例

    您的体验已到期

    免费领取会员>

    本案例默认翻译为中文,点击可切换回原语言

    已切换成原语言,点击可翻译成中文

    发现您的空气

    案例简介:

    发现您的空气

    案例简介:Why is this work relevant for Brand Experience & Activation? We took millions of people (and two iconic brands) back in time. A trip to the past, inspired by the future. Discover Your Air Network is a 90’s themed cable network celebrating Air Max Day. Inspired by Nike products combining retro design with futuristic elements, the campaign launched in partnership with Foot Locker, a global retailer with heritage in sneaker culture. Our network didn’t run on TV. It took over social media, retail stores, partnerships and out-of-home, and created unforgettable collectors items. It was a truly immersive experience: five shows, three commercials, our own cable boxes, remotes and network guides. Background Nike is the world’s largest and most iconic sportswear brand, and Foot Locker is one of the world’s largest sneaker retailers. Foot Locker is constantly looking to stay relevant with a Gen-Z sneakerhead without alienating its millennial consumers. Our goal was to leverage Nike’s Air Max Day to spotlight Foot Locker’s heritage as the go-to destination for sneakerheads. We had two objectives. Quantitatively: drive deeper engagement with our audiences, measured by meaningful viewing time on our content. Social media was the focus of the campaign, and most video on social is viewed for 3 seconds or less. Driving longer average view times was the best way to prove we captivated our audience, especially if we wanted to bring a cable network to life. Qualitatively: connect with tastemakers in the sneaker community, knowing how influential they are to our audience. Describe the creative idea (20% of vote) A classic cable TV network, made for the internet. Five original shows, including live shopping. Three original commercials, inspired by classic Foot Locker ads. Two dozen actors, athletes and influencers with over 35M total social media followers. Cable Boxes filled with shoes. And don’t forget the remote and TV guides. We present to you: Discover Your Air Network. We took shows Millennials loved in the 90s and reimagined them with the influencers Gen Z cares about today. Sitcoms, cartoons, fitness, news…even a live shopping experience on Twitch with a real 1-800 number to purchase exclusive product. We also created 90s-inspired Foot Locker spots to run on the network. Cable-box-inspired seeding kits including the latest Air Max product were sent to influential tastemakers. Each box included a remote that played audio from the shows, and a TV guide featuring vintage-style Nike ads that also lived in retail and out-of-home. Describe the strategy (20% of vote) We had two audiences, each equally important. Gen Zs (13-20) obsessed with sneakers, always looking for the newest, coolest product, and often assume that if it’s sold at a retailer it’s not cool. And older Millennials (21-34) who are out to collect rare products that have a story behind them. We knew we needed a campaign that could appeal to both of them, and that would champion Foot Locker’s heritage. A cable network gave us the perfect construct. Millennials know the classic show narratives, and each program featured modern day talent Gen Z loves. It’s also an immersive idea that would extend to in-store experiences, digital content and direct mail. Describe the execution (30% of vote) This was a massive production in a very tight window. We took the idea from concept to execution in less than 6 weeks, including filming over a dozen total episodes of five original programs, three commercials, a live broadcast, cable-box themed influencer seeding kits with functioning remotes and TV guides, and a retrofitted retail store. We cast two dozen influencers to star across the content, all of which required identification, outreach, negotiation and logistical planning to get the to set. The campaign also balanced input and needs from Nike and Foot Locker, ensuring both brands were accurately positioned throughout the content. The final output was 20 total videos, including episodes and trailers for each show, a 1 hour live stream, 150 influencer seeding kits, remotes and TV guides, and a retrofitted Foot Locker store. List the results (30% of vote) Our goals were to drive significant viewership (measured by time watched and completion rate), and to engage the cultural tastemakers who influence our audiences. In the 12 days of the campaign, over 200,000 hours of Discover Your Air Network was viewed. The average view to completion rate on social media is less than 3%...ours was 21%. In total we reached over 780M impressions and 10M engagements. We also generated over 30K comments, including over 300 from verified influencers like Michael B. Jordan, Luka Sabbat, Fat Boy SSE, Sean Wotherspoon, Lloyd Banks, Justina Valentine, Kenneth Faried and B.Simone. 公司: 类型: production 公司名: CYCLE MEDIA 国家地区: NORTH AMERICA / New York

    Discover Your Air

    案例简介:

    Discover Your Air

    案例简介:Why is this work relevant for Brand Experience & Activation? We took millions of people (and two iconic brands) back in time. A trip to the past, inspired by the future. Discover Your Air Network is a 90’s themed cable network celebrating Air Max Day. Inspired by Nike products combining retro design with futuristic elements, the campaign launched in partnership with Foot Locker, a global retailer with heritage in sneaker culture. Our network didn’t run on TV. It took over social media, retail stores, partnerships and out-of-home, and created unforgettable collectors items. It was a truly immersive experience: five shows, three commercials, our own cable boxes, remotes and network guides. Background Nike is the world’s largest and most iconic sportswear brand, and Foot Locker is one of the world’s largest sneaker retailers. Foot Locker is constantly looking to stay relevant with a Gen-Z sneakerhead without alienating its millennial consumers. Our goal was to leverage Nike’s Air Max Day to spotlight Foot Locker’s heritage as the go-to destination for sneakerheads. We had two objectives. Quantitatively: drive deeper engagement with our audiences, measured by meaningful viewing time on our content. Social media was the focus of the campaign, and most video on social is viewed for 3 seconds or less. Driving longer average view times was the best way to prove we captivated our audience, especially if we wanted to bring a cable network to life. Qualitatively: connect with tastemakers in the sneaker community, knowing how influential they are to our audience. Describe the creative idea (20% of vote) A classic cable TV network, made for the internet. Five original shows, including live shopping. Three original commercials, inspired by classic Foot Locker ads. Two dozen actors, athletes and influencers with over 35M total social media followers. Cable Boxes filled with shoes. And don’t forget the remote and TV guides. We present to you: Discover Your Air Network. We took shows Millennials loved in the 90s and reimagined them with the influencers Gen Z cares about today. Sitcoms, cartoons, fitness, news…even a live shopping experience on Twitch with a real 1-800 number to purchase exclusive product. We also created 90s-inspired Foot Locker spots to run on the network. Cable-box-inspired seeding kits including the latest Air Max product were sent to influential tastemakers. Each box included a remote that played audio from the shows, and a TV guide featuring vintage-style Nike ads that also lived in retail and out-of-home. Describe the strategy (20% of vote) We had two audiences, each equally important. Gen Zs (13-20) obsessed with sneakers, always looking for the newest, coolest product, and often assume that if it’s sold at a retailer it’s not cool. And older Millennials (21-34) who are out to collect rare products that have a story behind them. We knew we needed a campaign that could appeal to both of them, and that would champion Foot Locker’s heritage. A cable network gave us the perfect construct. Millennials know the classic show narratives, and each program featured modern day talent Gen Z loves. It’s also an immersive idea that would extend to in-store experiences, digital content and direct mail. Describe the execution (30% of vote) This was a massive production in a very tight window. We took the idea from concept to execution in less than 6 weeks, including filming over a dozen total episodes of five original programs, three commercials, a live broadcast, cable-box themed influencer seeding kits with functioning remotes and TV guides, and a retrofitted retail store. We cast two dozen influencers to star across the content, all of which required identification, outreach, negotiation and logistical planning to get the to set. The campaign also balanced input and needs from Nike and Foot Locker, ensuring both brands were accurately positioned throughout the content. The final output was 20 total videos, including episodes and trailers for each show, a 1 hour live stream, 150 influencer seeding kits, remotes and TV guides, and a retrofitted Foot Locker store. List the results (30% of vote) Our goals were to drive significant viewership (measured by time watched and completion rate), and to engage the cultural tastemakers who influence our audiences. In the 12 days of the campaign, over 200,000 hours of Discover Your Air Network was viewed. The average view to completion rate on social media is less than 3%...ours was 21%. In total we reached over 780M impressions and 10M engagements. We also generated over 30K comments, including over 300 from verified influencers like Michael B. Jordan, Luka Sabbat, Fat Boy SSE, Sean Wotherspoon, Lloyd Banks, Justina Valentine, Kenneth Faried and B.Simone. 公司: 类型: production 公司名: CYCLE MEDIA 国家地区: NORTH AMERICA / New York

    发现您的空气

    暂无简介

    Discover Your Air

    暂无简介

    基本信息

    综合评分
    {{getNumber(caseInfo.whole)}}

    暂无评分

    已有{{caseInfo.tatolPeople}}人评分

    创意
    {{getNumber(caseInfo.originality)}}
    文案
    {{getNumber(caseInfo.copywriting)}}
    视觉
    {{getNumber(caseInfo.visualEffect)}}
    广告公司: Laundry Service (美国) 制作公司: Cycle Media

    案例详情

    涵盖全球100万精选案例,涉及2800个行业,包含63000个品牌

    热门节日97个,23个维度智能搜索

    • 项目比稿

      品类案例按时间展现,借鉴同品牌策略,比稿提案轻松中标

    • 创意策划

      任意搜索品牌关键词,脑洞创意策划1秒呈现

    • 竞品调研

      一键搜索竞品往年广告,一眼掌握对手市场定位

    • 行业研究

      热词查看洞悉爆点,抢占行业趋势红利

    登录后查看全部案例信息

    如果您是本案的创作者或参与者 可对信息进行完善

    案例评分

    综合
    {{wholeEm}} 请评分
    创意
    {{originalityEm}} 请评分
    文案
    {{copywritingEm}} 请评分
    动视
    {{visualEffectEm}} 请评分

    链接粘贴成功,ctrl+v 进行复制

    完善信息

    最多可填写1000个字符

    请填写正确的邮箱

    完善信息成功

    完善信息失败

    评分成功

    您已经完成过对该案例的评分了

    联系我们 返回广告案例顶部 分享广告案例 意见反馈 广告案例意见反馈 回到顶部 返回广告案例顶部

    链接粘贴成功,ctrl+v 进行复制

    扫码关注公众号完成登录

    登录即视为同意《用户协议》

    二维码失效

    刷新

    注册成功,赠送你10天会员体验权

    注册失败,请检查信息后重新输入