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现代家庭
案例简介：活动描述 品牌娱乐空间正经历着巨大的增长，总是在消费者和内在的，同时使用多种设备。随着移动点播文化的发展，设备变得更智能、更容易访问，消费者将继续推动对内容的需求，这使得品牌开发高质量娱乐变得至关重要。精明的消费者将越来越多地决定哪些内容值得观看，而技术和网络将塑造机会。尽管如此，随着内容毫不费力地在所有平台上迁移，品牌娱乐预计仍将保持显著增长。在我们的领域，这一类别已经蓬勃发展，变得极具竞争力，有一定程度的限制 (读作 “狂野西部”)。这个空间不会被定义为过去 60 年的传统广告。除了租赁观众，品牌现在还有能力自己组装观众，发布和分发与环境和文化相关的内容 (读作 “娱乐”)。品牌叙事没有被断章取义的信息打断，而是无缝地贯穿于跨媒体/跨渠道内容生态系统。由此产生的消费者能够与品牌联系起来，并以比以往任何时候都更引人注目和有趣的方式参与进来。 有效性 你不能选择你的家庭。然而，当谈到品牌娱乐时，你可以选择最好的组合来整合你的品牌。2009 年，丰田汽车销售公司将现代家庭确定为一个聪明的喜剧，讲述了一个神经质、可爱的亲戚与汽车观众的情感联系。合作六年后，丰田的西耶娜和普锐斯车型在家庭成员的喜剧冒险中扮演了英雄和箔的关键角色。在第六季，我们与该节目合作，向年轻人介绍丰田稳定的主食: 卡罗拉。我们与合作伙伴就集成目标和最新模型的关键功能进行了合作。很快，完美的故事情节出现在一个记录人物菲尔 · 邓菲决定为女儿海莉 21 岁生日买花冠的插曲中。该品牌毫不费力地与一个有趣的家庭事故交织在故事情节中，聚焦于一个不太完美的情况的完美工具: 当菲尔谈判达成一项精明的交易时, 岳父杰伊陪同他去经销商处，并试图与丰田友好的销售人员讨价还价，从而破坏了销售。 实施 卡罗拉非常适合海莉，他的性格与 Y 一代的创业精神非常吻合。插曲突出了车辆的活力, 年轻的属性以一种上下文相关的方式受益于 show 的故事情节，并以一种真正的方式描绘了丰田经销商的多元文化和性别平衡的团队 -- 一种远离职业的光年过时的阴暗刻板印象。观众喜欢它，因为品牌整合忠于故事讲述，没有让他们脱离观看体验。丰田还与美国广播公司合作，通过将卡罗拉品牌整合到社交媒体渠道 Facebook/Twitter，推动千禧一代观众的进一步互动。 结果 多年来，丰田通过与现代家庭的合作建立了股权，在最近的一个季节，驱动销售, 通过推出对 Y 世代友好的卡罗拉作为情景喜剧的最新演员来提高认识和大笑。介绍海莉红色骑行的 12/10/14 集吸引了近 1500万名观众 (来源: 尼尔森)，赢得了当晚的比赛，并在 Facebook 和 Twitter 上产生了 1,363,740 多个社交媒体印象。品牌整合也被记录在汽车新闻特写中。介绍海莉红色骑行的 12/10/14 集吸引了近 2100万名观众 (来源: 尼尔森)，赢得了当晚的比赛，并在 Facebook 和 Twitter 上产生了 230万多个社交媒体印象。品牌整合也被记录在汽车新闻特写中。自然，该节目的编剧有创意许可，可以通过一个有趣的故事来编织卡罗拉，而不是在付费的游戏销售宣传中接力, 这不会像现代家庭、其古怪的角色和该系列忠诚的全国粉丝群那样引起共鸣。相反，丰田能够通过经销商标牌向年轻人微妙地传达其渴望的 “让我们去地方” 口号，同时展示其有针对性的 “大学毕业生计划”。" 相关性 流行文化可以对社会观念产生强大的影响，并与电视观众深入联系，尤其是当讲故事的艺术充满了心和幽默时。这是丰田与广受欢迎、屡获殊荣的美国广播公司情景喜剧《现代家庭》的长期品牌内容合作战略。以文化和背景相关的方式巧妙地将品牌融入节目中，丰富了故事和观众的体验。每周，丰田普锐斯，锡耶纳最近，卡罗拉被视为角色，邓菲家族大家庭的真正成员。 机密信息 不适用
现代家庭
案例简介：Campaign Description The branded entertainment space is experiencing tremendous growth with the always on consumer and intrinsic, simultaneous use of multiple devices. As the mobile, on-demand culture evolves and devices are smarter and more accessible, consumers will continue to drive demand for content, making it critical for brands to develop quality entertainment. Increasingly, savvy consumers will determine what content is worthy of watching, while technology and the web will shape the opportunities. With that said, Branded Entertainment is anticipated to remain on a significant growth path as content migrates effortlessly across all platforms. In our realm, the category has flourished to become hyper-competitive, with a nominal degree of restrictions (read as “Wild West”). The space will not be defined as traditional advertising has been over the past 60 years. Beyond renting audiences, brands now have the ability to assemble audiences themselves, publishing and distributing content that is contextually and culturally relevant (read as “Entertaining”). Instead of interrupting with out-of-context messages, brand narratives flow seamlessly throughout a cross-media/cross-channel content ecosystem. Resulting with consumers that are able to connect with a brand and engage in more compelling and entertaining ways than ever before. Effectiveness You can’t choose your family. However, when it comes to branded entertainment, you can pick the best brood in which to integrate your brand. In 2009, Toyota Motor Sales identified Modern Family as an intelligent comedy about a neurotic, lovable kin that emotionally connects with automotive audiences. Six years into the partnership , Toyota’s Sienna and Prius models play key roles on the show as heroes and foils during family members’ comedic adventures.For season 6, we worked with the show to introduce young adults to a Toyota-stable staple: The Corolla. We collaborated with partners on the integration objective and the latest model’s key features. Soon, the perfect storyline emerged in an episode chronicling character Phil Dunphy’s decision to buy his daughter Haley a Corolla for her 21st birthday. The Brand was effortlessly interlaced into the storyline with a funny family mishap that spotlights the perfect vehicle for a not-so-perfect situation: While Phil negotiated a savvy deal, father-in-law Jay accompanies him to dealerships and louses up the sale by attempting to haggle with Toyota’s friendly salespeople. Implementation Corolla is a perfect fit for Haley, whose character aligns well w/Gen Y’s entrepreneurial spirit. Episode highlighted the vehicle’s vibrant, youthful attributes in a contextually relevant way that benefit show’s storyline and portrayed the Toyota dealership’s multi-cultural and gender-balanced team in a genuine light—one that’s light years away from profession’s outdated shady stereotype. Audiences loved it because the branded integration stayed true to the storytelling and did not take them out of the viewing experience. Toyota also worked w/ABC to drive further viewer engagement among Millennials in the audience by extending Corolla branded integration to social media channels Facebook/Twitter. Outcome Over the years, Toyota has built equity through its partnership with Modern Family, and in the latest season, driven sales, awareness and laughs by rolling out the Gen-Y-friendly Corolla as the sitcom’s newest cast member. The 12/10/14 episode that introduced Haley’s red ride drew nearly 15 million viewers (source: Nielsen), won the night, and generated more than 1,363,740 social media impressions on Facebook and Twitter. The brand integration was also chronicled in an Automotive News feature. The 12/10/14 episode that introduced Haley’s red ride drew nearly 21 million viewers (source: Nielsen), won the night, and generated more than 2.3 million social media impressions on Facebook and Twitter. The brand integration was also chronicled in an Automotive News feature. Naturally, the show’s writers had creative license to weave the Corolla through an entertaining story rather than relay on a paid-for play sales pitch, which would not have resonated as authentic or true to Modern Family, its quirky characters and the series’ loyal national fan base. Conversely, Toyota was able to communicate its aspirational "Let's Go Places" slogan subtly to young adults through dealership signage while showcasing its targeted "College Grad Initiative." Relevancy Pop culture can have a powerful impact on social perceptions and connect deeply with television audiences, especially when the art of storytelling is infused with heart and humor. This is Toyota’s strategy for its long-running branded content partnership with the popular, award-winning ABC situation comedy Modern Family. Cleverly integrate the brand into the show in culturally and contextually relevant ways that both enrich the story and the viewers’ experiences. Each week, Toyota Prius, Sienna and most recently, Corolla are embraced as characters, true members of the Dunphy clan’s extended family. Confidential Information not applicable
Modern Family
案例简介：活动描述 品牌娱乐空间正经历着巨大的增长，总是在消费者和内在的，同时使用多种设备。随着移动点播文化的发展，设备变得更智能、更容易访问，消费者将继续推动对内容的需求，这使得品牌开发高质量娱乐变得至关重要。精明的消费者将越来越多地决定哪些内容值得观看，而技术和网络将塑造机会。尽管如此，随着内容毫不费力地在所有平台上迁移，品牌娱乐预计仍将保持显著增长。在我们的领域，这一类别已经蓬勃发展，变得极具竞争力，有一定程度的限制 (读作 “狂野西部”)。这个空间不会被定义为过去 60 年的传统广告。除了租赁观众，品牌现在还有能力自己组装观众，发布和分发与环境和文化相关的内容 (读作 “娱乐”)。品牌叙事没有被断章取义的信息打断，而是无缝地贯穿于跨媒体/跨渠道内容生态系统。由此产生的消费者能够与品牌联系起来，并以比以往任何时候都更引人注目和有趣的方式参与进来。 有效性 你不能选择你的家庭。然而，当谈到品牌娱乐时，你可以选择最好的组合来整合你的品牌。2009 年，丰田汽车销售公司将现代家庭确定为一个聪明的喜剧，讲述了一个神经质、可爱的亲戚与汽车观众的情感联系。合作六年后，丰田的西耶娜和普锐斯车型在家庭成员的喜剧冒险中扮演了英雄和箔的关键角色。在第六季，我们与该节目合作，向年轻人介绍丰田稳定的主食: 卡罗拉。我们与合作伙伴就集成目标和最新模型的关键功能进行了合作。很快，完美的故事情节出现在一个记录人物菲尔 · 邓菲决定为女儿海莉 21 岁生日买花冠的插曲中。该品牌毫不费力地与一个有趣的家庭事故交织在故事情节中，聚焦于一个不太完美的情况的完美工具: 当菲尔谈判达成一项精明的交易时, 岳父杰伊陪同他去经销商处，并试图与丰田友好的销售人员讨价还价，从而破坏了销售。 实施 卡罗拉非常适合海莉，他的性格与 Y 一代的创业精神非常吻合。插曲突出了车辆的活力, 年轻的属性以一种上下文相关的方式受益于 show 的故事情节，并以一种真正的方式描绘了丰田经销商的多元文化和性别平衡的团队 -- 一种远离职业的光年过时的阴暗刻板印象。观众喜欢它，因为品牌整合忠于故事讲述，没有让他们脱离观看体验。丰田还与美国广播公司合作，通过将卡罗拉品牌整合到社交媒体渠道 Facebook/Twitter，推动千禧一代观众的进一步互动。 结果 多年来，丰田通过与现代家庭的合作建立了股权，在最近的一个季节，驱动销售, 通过推出对 Y 世代友好的卡罗拉作为情景喜剧的最新演员来提高认识和大笑。介绍海莉红色骑行的 12/10/14 集吸引了近 1500万名观众 (来源: 尼尔森)，赢得了当晚的比赛，并在 Facebook 和 Twitter 上产生了 1,363,740 多个社交媒体印象。品牌整合也被记录在汽车新闻特写中。介绍海莉红色骑行的 12/10/14 集吸引了近 2100万名观众 (来源: 尼尔森)，赢得了当晚的比赛，并在 Facebook 和 Twitter 上产生了 230万多个社交媒体印象。品牌整合也被记录在汽车新闻特写中。自然，该节目的编剧有创意许可，可以通过一个有趣的故事来编织卡罗拉，而不是在付费的游戏销售宣传中接力, 这不会像现代家庭、其古怪的角色和该系列忠诚的全国粉丝群那样引起共鸣。相反，丰田能够通过经销商标牌向年轻人微妙地传达其渴望的 “让我们去地方” 口号，同时展示其有针对性的 “大学毕业生计划”。" 相关性 流行文化可以对社会观念产生强大的影响，并与电视观众深入联系，尤其是当讲故事的艺术充满了心和幽默时。这是丰田与广受欢迎、屡获殊荣的美国广播公司情景喜剧《现代家庭》的长期品牌内容合作战略。以文化和背景相关的方式巧妙地将品牌融入节目中，丰富了故事和观众的体验。每周，丰田普锐斯，锡耶纳最近，卡罗拉被视为角色，邓菲家族大家庭的真正成员。 机密信息 不适用
Modern Family
案例简介：Campaign Description The branded entertainment space is experiencing tremendous growth with the always on consumer and intrinsic, simultaneous use of multiple devices. As the mobile, on-demand culture evolves and devices are smarter and more accessible, consumers will continue to drive demand for content, making it critical for brands to develop quality entertainment. Increasingly, savvy consumers will determine what content is worthy of watching, while technology and the web will shape the opportunities. With that said, Branded Entertainment is anticipated to remain on a significant growth path as content migrates effortlessly across all platforms. In our realm, the category has flourished to become hyper-competitive, with a nominal degree of restrictions (read as “Wild West”). The space will not be defined as traditional advertising has been over the past 60 years. Beyond renting audiences, brands now have the ability to assemble audiences themselves, publishing and distributing content that is contextually and culturally relevant (read as “Entertaining”). Instead of interrupting with out-of-context messages, brand narratives flow seamlessly throughout a cross-media/cross-channel content ecosystem. Resulting with consumers that are able to connect with a brand and engage in more compelling and entertaining ways than ever before. Effectiveness You can’t choose your family. However, when it comes to branded entertainment, you can pick the best brood in which to integrate your brand. In 2009, Toyota Motor Sales identified Modern Family as an intelligent comedy about a neurotic, lovable kin that emotionally connects with automotive audiences. Six years into the partnership , Toyota’s Sienna and Prius models play key roles on the show as heroes and foils during family members’ comedic adventures.For season 6, we worked with the show to introduce young adults to a Toyota-stable staple: The Corolla. We collaborated with partners on the integration objective and the latest model’s key features. Soon, the perfect storyline emerged in an episode chronicling character Phil Dunphy’s decision to buy his daughter Haley a Corolla for her 21st birthday. The Brand was effortlessly interlaced into the storyline with a funny family mishap that spotlights the perfect vehicle for a not-so-perfect situation: While Phil negotiated a savvy deal, father-in-law Jay accompanies him to dealerships and louses up the sale by attempting to haggle with Toyota’s friendly salespeople. Implementation Corolla is a perfect fit for Haley, whose character aligns well w/Gen Y’s entrepreneurial spirit. Episode highlighted the vehicle’s vibrant, youthful attributes in a contextually relevant way that benefit show’s storyline and portrayed the Toyota dealership’s multi-cultural and gender-balanced team in a genuine light—one that’s light years away from profession’s outdated shady stereotype. Audiences loved it because the branded integration stayed true to the storytelling and did not take them out of the viewing experience. Toyota also worked w/ABC to drive further viewer engagement among Millennials in the audience by extending Corolla branded integration to social media channels Facebook/Twitter. Outcome Over the years, Toyota has built equity through its partnership with Modern Family, and in the latest season, driven sales, awareness and laughs by rolling out the Gen-Y-friendly Corolla as the sitcom’s newest cast member. The 12/10/14 episode that introduced Haley’s red ride drew nearly 15 million viewers (source: Nielsen), won the night, and generated more than 1,363,740 social media impressions on Facebook and Twitter. The brand integration was also chronicled in an Automotive News feature. The 12/10/14 episode that introduced Haley’s red ride drew nearly 21 million viewers (source: Nielsen), won the night, and generated more than 2.3 million social media impressions on Facebook and Twitter. The brand integration was also chronicled in an Automotive News feature. Naturally, the show’s writers had creative license to weave the Corolla through an entertaining story rather than relay on a paid-for play sales pitch, which would not have resonated as authentic or true to Modern Family, its quirky characters and the series’ loyal national fan base. Conversely, Toyota was able to communicate its aspirational "Let's Go Places" slogan subtly to young adults through dealership signage while showcasing its targeted "College Grad Initiative." Relevancy Pop culture can have a powerful impact on social perceptions and connect deeply with television audiences, especially when the art of storytelling is infused with heart and humor. This is Toyota’s strategy for its long-running branded content partnership with the popular, award-winning ABC situation comedy Modern Family. Cleverly integrate the brand into the show in culturally and contextually relevant ways that both enrich the story and the viewers’ experiences. Each week, Toyota Prius, Sienna and most recently, Corolla are embraced as characters, true members of the Dunphy clan’s extended family. Confidential Information not applicable
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