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丢失球
案例简介：在周六板球世界杯和澳大利亚对阵英格兰的首场比赛之前, 墨尔本周围开始出现神秘的摇滚海报，要求任何看到一双丢失的球 (当然是板球品种) 的人把它们还给英国板球队。本周晚些时候，平底船路上的广告牌显示，不敬的运动是 Sportsbet 的作品, 这家总部位于墨尔本的在线博彩巨头有着制造恶作剧的历史 -- 但在此之前，全球社交媒体和媒体机构已经疯狂猜测谁可能对此负责。这种厚颜无耻的噱头仅仅在一周内就通过社交媒体产生了 600万多次印象，从罗德尼 · 霍格到乔纳森 · 阿格纽，甚至竞争对手立博都在推特上呼吁开展这项运动。该运动还看到了周五在英格兰训练课的飞行中出现在直升机横幅上的脸颊海报, 以及在比赛当天早上离开酒店时等待英格兰队的移动广告牌上，澳大利亚以 111 的成绩击败了英格兰。
丢失球
案例简介：In the lead up to the Cricket World Cup and Australia’s opening match against England at the MCG on Saturday, mysterious rock posters began appearing around Melbourne asking anyone who had seen a missing pair of balls (of the cricket variety, of course) to please return them to the English cricket team. Later in the week, a billboard on Punt Road revealed the irreverent campaign was the work of Sportsbet, the Melbourne-based online betting giant with a history of creating mischief - but not before social media and media outlets worldwide had speculated wildly about who might be responsible. The cheeky stunt generated over six million impressions via social media in just one week, and saw celebrities from Rodney Hogg to Jonathan Agnew and even competitor Ladbrokes call out the campaign on Twitter. The campaign also saw the tongue-in-cheek posters appearing on helicopter banners in a fly-by of England’s training session on Friday, as well as on mobile billboards that were waiting for the England team as they left their hotel on the morning of the match, in which Australia smashed England by 111 runs.
Missing balls
案例简介：在周六板球世界杯和澳大利亚对阵英格兰的首场比赛之前, 墨尔本周围开始出现神秘的摇滚海报，要求任何看到一双丢失的球 (当然是板球品种) 的人把它们还给英国板球队。本周晚些时候，平底船路上的广告牌显示，不敬的运动是 Sportsbet 的作品, 这家总部位于墨尔本的在线博彩巨头有着制造恶作剧的历史 -- 但在此之前，全球社交媒体和媒体机构已经疯狂猜测谁可能对此负责。这种厚颜无耻的噱头仅仅在一周内就通过社交媒体产生了 600万多次印象，从罗德尼 · 霍格到乔纳森 · 阿格纽，甚至竞争对手立博都在推特上呼吁开展这项运动。该运动还看到了周五在英格兰训练课的飞行中出现在直升机横幅上的脸颊海报, 以及在比赛当天早上离开酒店时等待英格兰队的移动广告牌上，澳大利亚以 111 的成绩击败了英格兰。
Missing balls
案例简介：In the lead up to the Cricket World Cup and Australia’s opening match against England at the MCG on Saturday, mysterious rock posters began appearing around Melbourne asking anyone who had seen a missing pair of balls (of the cricket variety, of course) to please return them to the English cricket team. Later in the week, a billboard on Punt Road revealed the irreverent campaign was the work of Sportsbet, the Melbourne-based online betting giant with a history of creating mischief - but not before social media and media outlets worldwide had speculated wildly about who might be responsible. The cheeky stunt generated over six million impressions via social media in just one week, and saw celebrities from Rodney Hogg to Jonathan Agnew and even competitor Ladbrokes call out the campaign on Twitter. The campaign also saw the tongue-in-cheek posters appearing on helicopter banners in a fly-by of England’s training session on Friday, as well as on mobile billboards that were waiting for the England team as they left their hotel on the morning of the match, in which Australia smashed England by 111 runs.
丢失球
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Missing balls
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