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生活在滞后
案例简介：活动描述 在瑞典, 品牌娱乐和内容是一种在品牌中越来越受欢迎的方法，它质疑传统媒体的有效性，并看到了在为吸引消费者参与更相关平台而开发的原创内容世界中未被探索的可能性。如今，瑞典的许多主要媒体都开发了网络电视节目和外部网站，专门用于分享、评论和推荐新的、有趣的、娱乐性的和病毒式的内容。许多视频都有品牌。就像在世界其他地方一样，品牌内容在瑞典已经成为销售产品或品牌的趋势,而不是把预算花在 30 秒的电视广告上。但是，瑞典存在一些怀疑和批评，因为这些活动使用了公关驱动的戏剧，客户或品牌一开始并不透明, 只有当足够的嗡嗡声被创造出来时才会被揭露。在瑞典，营销立法中也有规定，广告商有义务明确谁或什么在传递广告或活动的信息。 有效性 在一个由国家电信巨头 ume.net 主导的市场上，瑞典希望提高他们的知名度。但是由于其规模不大，预算也很小，他们需要做一些能引起广泛关注的事情。在这个世界上，许多人已经接受了延迟、永无止境的缓冲和其他缓慢连接的症状 (也称为延迟)，作为他们在线生活中不可避免的一部分,我们选择专注于 ume.net 的产品优势 -- 世界上最快的互联网连接之一。当市场上的 Goliat 在黄金时段电视上购买 30 秒的名气时, 我们转向 1 和 0 的世界，谈论了 ume.net 在一个地方最了解的是他们做得最多的 -- 互联网。我们的活动目标是受互联网干扰最大的受众; 科技和游戏的早期采用者 -- 一个在互联网论坛和社交媒体上权威而活跃的团体, 这总是第一个分享新的相关内容。为了引起他们的注意，我们将他们在线生活中经常出现的问题与最先进的技术结合起来，以说明互联网连接缓慢的现实情况。四名志愿者配备了定制的滞后机，可以调整视频分辨率并模拟实时缓冲和延迟。这个实验展示了在实时延迟的情况下，日常任务变得非常困难。但是由于几乎没有媒体预算，我们必须找到一种方法来进入目标受众的社交来源。因此，当这个实验在 YouTube 上首播时，我们通过在他们花费大量时间的精心挑选的网站上发布它来推动它，滞后是一个反复出现的话题。仅仅几个小时后，与滞后生活在世界各地的趋势。 实施 我们的目标受众是活跃的互联网用户，可以在各种游戏和技术网站上找到。为了引起他们的注意，我们必须创造一些独特和相关的东西。由于在线滞后是他们最大的问题之一，我们用干扰作为我们的洞察力创建了实验 “生活在滞后中”。但是由于几乎没有媒体预算，我们必须找到一种方法进入他们的社交来源。因此，为了最大限度地扩大影响，这项实验是在 Reddit 等精心挑选的论坛上启动的，在那里我们的观众分享和发现新内容，滞后是一个反复出现的话题。 结果 滞后生活超过了所有设定的目标。品牌知名度增长 14%，偏好增长 32%，销售额增长 54%。但最重要的是，我们在小镇 umea 建立了巨大的自豪感和意识，同时将 umea 放在地图上，让全世界都能看到。仅仅在发布 24 小时后，生活在 Lag 中就有超过 100万次观看，是所有主要技术的特色, 世界各地的游戏和视频网站，很快成为瑞典和美国 Youtube 上观看人数最多的视频。在所有主要新闻媒体中引起国家和国际认可的病毒传播。截至今天，“滞后生活” 实验在 5.7 million 个国家 (包括朝鲜!) 产生了 230 多次观看 7800万印象，333,000 + 社会行动。它在主要的科技、游戏和新闻网站上出现，获得了 420万美元的媒体价值，比数字媒体投资高出 21000%。生活在滞后中是瑞典有史以来最流行的广告之一。有关完整的经验，请参见 www.livingwithlag.com 相关性 Ume.net 是位于瑞典北部的一个叫 umei 的小镇上的本地互联网服务提供商。但是他们的产品只是一个地方问题。他们的产品是互联网，他们的目标受众以互联网为生。在数字时代，原创内容变得越来越频繁，目标受众对娱乐有很高的要求，我们必须创造一些独特的东西他们可以联系和参与。由于几乎没有媒体预算，为了实现病毒传播，对参与的需求比以往任何时候都更大。 执行 四名志愿者配备了一台定制的 lag 机器，具有一个 (当时，趋势) Oculus Rift，可以调整视频分辨率并模拟实时缓冲和延迟。该实验展示了日常任务在实时滞后的情况下是如何变得异常困难的，并提供了切换视图的独特选择，让志愿者有可能通过眼睛体验实验。但是由于几乎没有媒体预算，我们必须找到一种方法进入他们的社交来源。因此，为了最大限度地扩大影响，实验是在精心挑选的论坛上启动的，我们的观众在论坛上分享并发现新内容，滞后是一个反复出现的话题。 结果 滞后生活超过了所有设定的目标。品牌知名度增长 14%，偏好增长 32%，销售额增长 54%。在 24 小时内，这个实验有超过 100万的浏览量，并在世界各地的所有主要技术和游戏网站上展出。截至今天，“滞后生活” 实验已经在 5.7 million 个国家产生了 230 多个观点，7800万个印象，333,000 多个社会行动，并获得了 420万美元的媒体价值, 数字媒体投资超过 21000%。 战略 在一个由国家电信巨头主导的市场上，当地的光纤宽带提供商 ume.net 希望提高他们的知名度。但由于其规模和预算适中，他们需要做一些能引起广泛关注的事情。在这个世界上，许多人已经接受了延迟、缓冲和其他缓慢连接的症状 (a. k。作为他们在线生活的一部分，我们选择关注 ume.net 的产品优势 -- 世界上最快的互联网连接之一。我们的目标是受互联网干扰影响最大的受众; 科技和游戏的早期采用者 -- 互联网上的一个权威团体，总是第一个分享新的相关内容。为了引起他们的注意，我们必须创造一些独特和相关的东西。因此，我们将他们在线生活中经常出现的问题与最先进的技术相结合，以展示互联网连接缓慢的现实情况。
生活在滞后
案例简介：Campaign Description In Sweden, Branded Entertainment and Content is an approach that has become increasingly popular amongst brands that questions the effectiveness of traditional media and see an unexplored possibility in the world of original content developed to engage consumers in more relevant platforms. Today, many major media outlets in Sweden have developed web tv shows and external sites dedicated to share, comment and recommend new, interesting, entertaining and viral content. Many of the videos are branded. Just like in the rest of the world, branded content have become a trending approach in Sweden to market a product or brand, rather than spending budgets on 30 seconds ads on TV.But there is some skepticism and criticism that exists in Sweden as a result of campaigns that have used a pr driven dramaturgy where the client or brand haven't been transparent in the beginning, only to be revealed when enough buzz have been created. In Sweden there are also regulations in the marketing legislation concerning the obligation for advertisers to be clear about who or what that is delivering the message of the ad or campaign. Effectiveness On a market that is dominated by national telecom giants, ume.net, a local fiber broadband provider in Umea°, Sweden wanted to increase their awareness. But due to its modest size and small budget they needed to do something that would generated widespread attention. In a world where many have accepted delays, never-ending buffering and other symptoms of slow connection (also called lag) as an inevitable part of their online life, we chose to focus on ume.net’s product benefit - one of the world’s fastest internet connections.While the Goliat’s of the market are buying 30 seconds of fame on primetime TV, we turned to the world of ones and zeros and talked about what ume.net knew the best in a place were they do the most - the internet. And we targeted our campaign towards an audience that suffers the most from disturbances on the internet; the early adopters of tech and gaming - an authoritative and active group on internet forums and in social media, that are always the first to share new and relevant content. To get their attention, we combined a recurrent problem in their online life with state-of-the- art technology to illustrate how reality would look like with slow internet connection. Four volunteers were equipped with a custom-built lag machine that could adjust video resolution and simulate real-time buffering and delay. The experiment demonstrated how everyday tasks became extraordinary hard with real-time lag.But with virtually no media budget, we had to find a way into the social feeds of our target audience. So when the experiment premiered on YouTube, we gave it a push by posting it on carefully selected sites where they spend a lot of time, and lag is a recurrent topic. Just hours later, Living with Lag was trending all over the world. Implementation Our target audience are active internet users that can be found on various gaming and tech sites. To get their attention we had to create something unique and relatable. Since online lag is one of their biggest problems, we created the experiment "Living with Lag" using the disturbance as our insight. But with virtually no media budget, we had to find a way into their social feeds. So in order to maximize the impact, the experiment was launched in carefully selected forums such as Reddit where our audience shares and finds new content, and lag is a recurrent topic. Outcome Living with Lag exceeded all set goals. The brand awareness increased by 14%, preference by 32% and sales by 54%. But most importantly, we built tremendous pride and awareness in the small town of Umea°, while at the same time putting Umea° on the map for the entire world to see. Just 24 hours after launch, Living with Lag had over 1 million views, was featured on all major technology, gaming and video sites around the world and soon became the most viewed video on Youtube in both Sweden and the US. A viral spread that generated both national and international recognition in all major news outlets.As of today, the Living with Lag Experiment have generated over 5.7 millions views in 230 countries (including North Korea!), 78 million impressions, 333,000+ social actions. It’s been featured on major tech, gaming and news sites resulting in an earned media value of $4.2 million, exceeding the digital media investment by 21000%. Living with Lag is now one of the most viral ads in Sweden of all time. For full experience, see www.livingwithlag.com Relevancy ume.net is a local ISP in a small town called Umeå located far up north in Sweden. But their product is everything but a local matter. Their product is the internet, and their target audience lives and feeds on it. In a digital age where original content have become more frequent and with a target audience that have high demands on entertainment we had to create something unique that they could relate to and engage in. And with virtually no media budget, the need for engagement was greater than ever in order to enable viral spread. Execution Four volunteers were equipped with a custom-built lag machine featuring an (at the time, trending) Oculus Rift, that could adjust video resolution and simulate real-time buffering and delay. The experiment demonstrated how everyday tasks became extraordinary hard with real-time lag, and featured the unique option to switch views, giving the possibility to experience the experiment through the eyes of the volunteers. But with virtually no media budget, we had to find a way into their social feeds. So in order to maximize the impact, the experiment was launched in carefully selected forums where our audience shares and finds new content, and lag is a recurrent topic. Outcome Living with Lag exceeded all set goals. The brand awareness increased by 14%, preference by 32% and sales by 54%. Within 24 hours, the experiment had over 1 million views and was featured on all major technology and gaming sites around the world. As of today, the Living with Lag Experiment have generated over 5.7 millions views in 230 countries, 78 million impressions, 333,000+ social actions, and an earned media value of $4.2 million, exceeding the digital media investment by 21000%. Strategy On a market that is dominated by national telecom giants, the local fiber broadband provider ume.net wanted to increase their awareness. But due to its modest size and budget they needed to do something that would generated widespread attention. In a world where many have accepted delays, buffering and other symptoms of slow connection (a.k.a lag) as part of their online life, we chose to focus on ume.net’s product benefit - one of the world’s fastest internet connections. We targeted an audience that suffers the most from internet disturbances; the early adopters of tech and gaming - an authoritative group on the internet that are always the first to share new and relevant content. To get their attention we had to create something unique and relatable. So we combined a recurrent problem in their online life with state-of-the-art technology to demonstrate how reality would look like with slow internet connection.
Living With Lag
案例简介：活动描述 在瑞典, 品牌娱乐和内容是一种在品牌中越来越受欢迎的方法，它质疑传统媒体的有效性，并看到了在为吸引消费者参与更相关平台而开发的原创内容世界中未被探索的可能性。如今，瑞典的许多主要媒体都开发了网络电视节目和外部网站，专门用于分享、评论和推荐新的、有趣的、娱乐性的和病毒式的内容。许多视频都有品牌。就像在世界其他地方一样，品牌内容在瑞典已经成为销售产品或品牌的趋势,而不是把预算花在 30 秒的电视广告上。但是，瑞典存在一些怀疑和批评，因为这些活动使用了公关驱动的戏剧，客户或品牌一开始并不透明, 只有当足够的嗡嗡声被创造出来时才会被揭露。在瑞典，营销立法中也有规定，广告商有义务明确谁或什么在传递广告或活动的信息。 有效性 在一个由国家电信巨头 ume.net 主导的市场上，瑞典希望提高他们的知名度。但是由于其规模不大，预算也很小，他们需要做一些能引起广泛关注的事情。在这个世界上，许多人已经接受了延迟、永无止境的缓冲和其他缓慢连接的症状 (也称为延迟)，作为他们在线生活中不可避免的一部分,我们选择专注于 ume.net 的产品优势 -- 世界上最快的互联网连接之一。当市场上的 Goliat 在黄金时段电视上购买 30 秒的名气时, 我们转向 1 和 0 的世界，谈论了 ume.net 在一个地方最了解的是他们做得最多的 -- 互联网。我们的活动目标是受互联网干扰最大的受众; 科技和游戏的早期采用者 -- 一个在互联网论坛和社交媒体上权威而活跃的团体, 这总是第一个分享新的相关内容。为了引起他们的注意，我们将他们在线生活中经常出现的问题与最先进的技术结合起来，以说明互联网连接缓慢的现实情况。四名志愿者配备了定制的滞后机，可以调整视频分辨率并模拟实时缓冲和延迟。这个实验展示了在实时延迟的情况下，日常任务变得非常困难。但是由于几乎没有媒体预算，我们必须找到一种方法来进入目标受众的社交来源。因此，当这个实验在 YouTube 上首播时，我们通过在他们花费大量时间的精心挑选的网站上发布它来推动它，滞后是一个反复出现的话题。仅仅几个小时后，与滞后生活在世界各地的趋势。 实施 我们的目标受众是活跃的互联网用户，可以在各种游戏和技术网站上找到。为了引起他们的注意，我们必须创造一些独特和相关的东西。由于在线滞后是他们最大的问题之一，我们用干扰作为我们的洞察力创建了实验 “生活在滞后中”。但是由于几乎没有媒体预算，我们必须找到一种方法进入他们的社交来源。因此，为了最大限度地扩大影响，这项实验是在 Reddit 等精心挑选的论坛上启动的，在那里我们的观众分享和发现新内容，滞后是一个反复出现的话题。 结果 滞后生活超过了所有设定的目标。品牌知名度增长 14%，偏好增长 32%，销售额增长 54%。但最重要的是，我们在小镇 umea 建立了巨大的自豪感和意识，同时将 umea 放在地图上，让全世界都能看到。仅仅在发布 24 小时后，生活在 Lag 中就有超过 100万次观看，是所有主要技术的特色, 世界各地的游戏和视频网站，很快成为瑞典和美国 Youtube 上观看人数最多的视频。在所有主要新闻媒体中引起国家和国际认可的病毒传播。截至今天，“滞后生活” 实验在 5.7 million 个国家 (包括朝鲜!) 产生了 230 多次观看 7800万印象，333,000 + 社会行动。它在主要的科技、游戏和新闻网站上出现，获得了 420万美元的媒体价值，比数字媒体投资高出 21000%。生活在滞后中是瑞典有史以来最流行的广告之一。有关完整的经验，请参见 www.livingwithlag.com 相关性 Ume.net 是位于瑞典北部的一个叫 umei 的小镇上的本地互联网服务提供商。但是他们的产品只是一个地方问题。他们的产品是互联网，他们的目标受众以互联网为生。在数字时代，原创内容变得越来越频繁，目标受众对娱乐有很高的要求，我们必须创造一些独特的东西他们可以联系和参与。由于几乎没有媒体预算，为了实现病毒传播，对参与的需求比以往任何时候都更大。 执行 四名志愿者配备了一台定制的 lag 机器，具有一个 (当时，趋势) Oculus Rift，可以调整视频分辨率并模拟实时缓冲和延迟。该实验展示了日常任务在实时滞后的情况下是如何变得异常困难的，并提供了切换视图的独特选择，让志愿者有可能通过眼睛体验实验。但是由于几乎没有媒体预算，我们必须找到一种方法进入他们的社交来源。因此，为了最大限度地扩大影响，实验是在精心挑选的论坛上启动的，我们的观众在论坛上分享并发现新内容，滞后是一个反复出现的话题。 结果 滞后生活超过了所有设定的目标。品牌知名度增长 14%，偏好增长 32%，销售额增长 54%。在 24 小时内，这个实验有超过 100万的浏览量，并在世界各地的所有主要技术和游戏网站上展出。截至今天，“滞后生活” 实验已经在 5.7 million 个国家产生了 230 多个观点，7800万个印象，333,000 多个社会行动，并获得了 420万美元的媒体价值, 数字媒体投资超过 21000%。 战略 在一个由国家电信巨头主导的市场上，当地的光纤宽带提供商 ume.net 希望提高他们的知名度。但由于其规模和预算适中，他们需要做一些能引起广泛关注的事情。在这个世界上，许多人已经接受了延迟、缓冲和其他缓慢连接的症状 (a. k。作为他们在线生活的一部分，我们选择关注 ume.net 的产品优势 -- 世界上最快的互联网连接之一。我们的目标是受互联网干扰影响最大的受众; 科技和游戏的早期采用者 -- 互联网上的一个权威团体，总是第一个分享新的相关内容。为了引起他们的注意，我们必须创造一些独特和相关的东西。因此，我们将他们在线生活中经常出现的问题与最先进的技术相结合，以展示互联网连接缓慢的现实情况。
Living With Lag
案例简介：Campaign Description In Sweden, Branded Entertainment and Content is an approach that has become increasingly popular amongst brands that questions the effectiveness of traditional media and see an unexplored possibility in the world of original content developed to engage consumers in more relevant platforms. Today, many major media outlets in Sweden have developed web tv shows and external sites dedicated to share, comment and recommend new, interesting, entertaining and viral content. Many of the videos are branded. Just like in the rest of the world, branded content have become a trending approach in Sweden to market a product or brand, rather than spending budgets on 30 seconds ads on TV.But there is some skepticism and criticism that exists in Sweden as a result of campaigns that have used a pr driven dramaturgy where the client or brand haven't been transparent in the beginning, only to be revealed when enough buzz have been created. In Sweden there are also regulations in the marketing legislation concerning the obligation for advertisers to be clear about who or what that is delivering the message of the ad or campaign. Effectiveness On a market that is dominated by national telecom giants, ume.net, a local fiber broadband provider in Umea°, Sweden wanted to increase their awareness. But due to its modest size and small budget they needed to do something that would generated widespread attention. In a world where many have accepted delays, never-ending buffering and other symptoms of slow connection (also called lag) as an inevitable part of their online life, we chose to focus on ume.net’s product benefit - one of the world’s fastest internet connections.While the Goliat’s of the market are buying 30 seconds of fame on primetime TV, we turned to the world of ones and zeros and talked about what ume.net knew the best in a place were they do the most - the internet. And we targeted our campaign towards an audience that suffers the most from disturbances on the internet; the early adopters of tech and gaming - an authoritative and active group on internet forums and in social media, that are always the first to share new and relevant content. To get their attention, we combined a recurrent problem in their online life with state-of-the- art technology to illustrate how reality would look like with slow internet connection. Four volunteers were equipped with a custom-built lag machine that could adjust video resolution and simulate real-time buffering and delay. The experiment demonstrated how everyday tasks became extraordinary hard with real-time lag.But with virtually no media budget, we had to find a way into the social feeds of our target audience. So when the experiment premiered on YouTube, we gave it a push by posting it on carefully selected sites where they spend a lot of time, and lag is a recurrent topic. Just hours later, Living with Lag was trending all over the world. Implementation Our target audience are active internet users that can be found on various gaming and tech sites. To get their attention we had to create something unique and relatable. Since online lag is one of their biggest problems, we created the experiment "Living with Lag" using the disturbance as our insight. But with virtually no media budget, we had to find a way into their social feeds. So in order to maximize the impact, the experiment was launched in carefully selected forums such as Reddit where our audience shares and finds new content, and lag is a recurrent topic. Outcome Living with Lag exceeded all set goals. The brand awareness increased by 14%, preference by 32% and sales by 54%. But most importantly, we built tremendous pride and awareness in the small town of Umea°, while at the same time putting Umea° on the map for the entire world to see. Just 24 hours after launch, Living with Lag had over 1 million views, was featured on all major technology, gaming and video sites around the world and soon became the most viewed video on Youtube in both Sweden and the US. A viral spread that generated both national and international recognition in all major news outlets.As of today, the Living with Lag Experiment have generated over 5.7 millions views in 230 countries (including North Korea!), 78 million impressions, 333,000+ social actions. It’s been featured on major tech, gaming and news sites resulting in an earned media value of $4.2 million, exceeding the digital media investment by 21000%. Living with Lag is now one of the most viral ads in Sweden of all time. For full experience, see www.livingwithlag.com Relevancy ume.net is a local ISP in a small town called Umeå located far up north in Sweden. But their product is everything but a local matter. Their product is the internet, and their target audience lives and feeds on it. In a digital age where original content have become more frequent and with a target audience that have high demands on entertainment we had to create something unique that they could relate to and engage in. And with virtually no media budget, the need for engagement was greater than ever in order to enable viral spread. Execution Four volunteers were equipped with a custom-built lag machine featuring an (at the time, trending) Oculus Rift, that could adjust video resolution and simulate real-time buffering and delay. The experiment demonstrated how everyday tasks became extraordinary hard with real-time lag, and featured the unique option to switch views, giving the possibility to experience the experiment through the eyes of the volunteers. But with virtually no media budget, we had to find a way into their social feeds. So in order to maximize the impact, the experiment was launched in carefully selected forums where our audience shares and finds new content, and lag is a recurrent topic. Outcome Living with Lag exceeded all set goals. The brand awareness increased by 14%, preference by 32% and sales by 54%. Within 24 hours, the experiment had over 1 million views and was featured on all major technology and gaming sites around the world. As of today, the Living with Lag Experiment have generated over 5.7 millions views in 230 countries, 78 million impressions, 333,000+ social actions, and an earned media value of $4.2 million, exceeding the digital media investment by 21000%. Strategy On a market that is dominated by national telecom giants, the local fiber broadband provider ume.net wanted to increase their awareness. But due to its modest size and budget they needed to do something that would generated widespread attention. In a world where many have accepted delays, buffering and other symptoms of slow connection (a.k.a lag) as part of their online life, we chose to focus on ume.net’s product benefit - one of the world’s fastest internet connections. We targeted an audience that suffers the most from internet disturbances; the early adopters of tech and gaming - an authoritative group on the internet that are always the first to share new and relevant content. To get their attention we had to create something unique and relatable. So we combined a recurrent problem in their online life with state-of-the-art technology to demonstrate how reality would look like with slow internet connection.
生活在滞后
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Living With Lag
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