Newcastle Brown Ale's "band Of Brands"|短视频|广告营销案例【ADGuider广告指南】

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纽卡斯尔布朗啤酒的 “品牌乐队”

案例简介：简要解释集成活动描述超级碗是广告的大日子，也是啤酒销售的大日子。所以纽卡斯尔布朗啤酒发誓要尽一切努力在比赛中获得广告。但是我们没有 450万美元来购买广播时间。因此，我们决定从共享经济中吸取教训，与 20-30 个像我们这样的好斗品牌平分通话时间成本，而不是单独付费。然后把所有 20-30 个品牌塞进一个超级碗广告。我们基本上在广告中出售广告空间。我们称之为纽卡斯尔的品牌乐队。我们要求品牌在游戏前几周加入我们的广告，并在游戏前几天在线发布完成的广告，在 60 秒内创造了 38 个品牌的记录。游戏之夜，广告在加州棕榈泉播出，这是我们能负担得起的一个当地市场。有效性纽卡斯尔开始连续第二年劫持品牌对话，这正是我们所做的。总的来说，这些活动在 6 个内容中积累了 3400万次浏览量，有 430 次独特的媒体收获，所有这些都超过了 23亿次印象。纽卡斯尔以美元换美元，品牌对话有所提升，表现比 Big Game 的 “官方” 啤酒品牌赞助商品牌高出 500 倍。谈论财政责任。实施在我们呼吁品牌合作伙伴之前，我们主动联系了几个品牌，以确保我们已经有几个品牌在船上。然后，我们拍摄了最终大型游戏广告的骨架版本，该广告整合了我们的合作伙伴品牌，同时为最终加入的品牌留出了空间。在我们的参赛电话启动后，我们收到了 400 多个品牌请求; 超过了我们的预期或舒适地适应 60 秒。尽管这是一个挑战，但我们能够用 37 个不同品牌粉碎一个品牌丰富的大游戏点，然后我们在他们所有的 37 个社交页面上推出。相关性我们将观众定义为 “更喜欢喝啤酒的人”。这些人是 21-35 岁的人，他们不太认为自己是 “工艺专属” 的，但他们的口味比世界上国内的淡啤酒能提供的要复杂得多。他们也是那种知道啤酒营销的人: 噱头、陈词滥调、欺骗性、不真诚的信息。这就是为什么我们的 “不胡说八道” 策略是把韦尔拉回到这种类型的营销中，给他们多一点信用，然后直截了当地射杀他们: “我们想要你的好钱买我们的好啤酒。 “还有什么比夸大、陈词滥调的超级碗广告更大胆的呢？没什么，就是这样。这就是为什么这场大赛对纽卡斯尔来说是一个完美的机会，可以在整件事上大惊小怪，尽管一开始没有钱或许可这样做品牌集团将大型游戏广告民主化，公平竞争，让小企业有机会登上最大的营销舞台。我们再次证明了你不需要大手笔来制造轰动。足球是一项团队运动。现在，营销也是如此。

纽卡斯尔布朗啤酒的 “品牌乐队”

案例简介：Brief Explanation Integrated Campaign Description The Super Bowl is a big day for advertising, and an even bigger day for beer sales. So Newcastle Brown Ale vowed to do whatever it took to get an ad in the game. But we didn’t have $4.5 million dollars to buy airtime.So instead of paying for airtime alone, we decided to take a cue from the sharing economy, split the cost of airtime with 20-30 scrappy brands like ours, and then cram all 20-30 brands into one Super Bowl ad. We essentially sold ad space in our ad. We called it Newcastle’s Band of Brands. We asked Brands to join our ad weeks before the game and launchedthe finished ad online days before the game, featuring a record 38 brands in 60 seconds. On game night, the ad aired in Palm Springs, California, the one local market we could afford. Effectiveness Newcastle set out to hijack the brand conversation for the second straight year, and that's exactly what we did. Collectively the campaign pieces amassed 34 million views across 6 pieces of content, with 430 unique earned media pickups, all of which amount to more than 2.3 billion impressions.Dollar for dollar, Newcastle saw a lift in brand conversation that outperformed the Big Game’s “official” beer brand sponsor brand by a factor of 500. Talk about fiscal responsibility. Implementation Before our call for brand partners, we proactively contacted several brands to ensure we’d already have a few on board. We then shot a skeleton version of our final Big Game ad that incorporated our partner brands while leaving room for the brands that would eventually join. After our call-for-entries launched, we received over 400 more brand requests; more than we could anticipate or fit comfortably into sixty seconds. Though a challenge, we were able to smash together a brand-packed Big Game spot with 37 different brands, which we then pushed it out on all 37 of their social pages. Relevancy We defined our audience as “Better Beer Drinkers.” These are guys 21-35 who wouldn’t quite consider themselves to be “craft-exclusive,” but had considerably more sophisticated palates than the domestic light beers of the world could offer. They’re also the type of guys who know beer marketing B.S. when they see it: the gimmicks, the cliches, the deceptive, disingenuous messaging. That’s why our “No Bollocks” strategy is all about pulling the vail back on this type of marketing, give them a little bit more credit, and shoot them straight: “We want your good money for our good beer.”And what’s more bollocks than overhyped, overblown, cliche Super Bowl advertising? Nothing, that’s what. That’s why the Big Game is a perfect opportunity for Newcastle to call bollocks on the whole affair, despite not having the money or the permission to do so in the first place Band of Brands democratized big game advertising, leveling the playing field to give tiny businesses a chance to be seen on the largest marketing stage of all. Once again, we proved you don’t need big bucks to build big buzz. Football is a team sport. Now, marketing is too.