Dad Dancing At Thorpe Park Island Beats|短视频|广告营销案例【ADGuider广告指南】

爸爸在索普公园岛跳舞

案例简介：战略我们的策略是确定一个问题，然后提供一个解决方案; 确保这两个阶段都有新闻价值。我们知道，多达 3分之2 的参加节日的孩子将由父母陪同 -- 这是家庭紧张的潜在来源。我们的活动包括三个阶段: 1。找出问题。我们委托进行了一项调查，通过心理学家对父母为什么如此尴尬的见解，找出青少年认为父母最尴尬的事情。结果给了我们一个品牌新闻故事，命名为 “爸爸跳舞” 是最尴尬的行为。2. 一旦我们有了调查结果, 我们制作了一段病毒视频内容，专门针对我们的目标人群 -- 青少年和青少年，突出了 “爸爸跳舞” 的问题，然后我们创造了一个世界第一的解决方案; 定制 “爸爸跳舞的 pens” 远离孩子们的安全距离。客户简报或目标总体预算: 20 英镑, 000Dad 跳舞视频-包括铸造运输和编舞 1000 视频 2-品牌视频指南爸爸跳舞 1000 笔和标牌-750 研究故事调查-1500 代理费: 15,000 媒体支出 = 每件 0 成本-50 英镑(不包括视频视图) 该结果被内部营销团队描述为 “索普公园有史以来最好的低预算活动”。结果第一级，吸血鬼乐队的主唱在推特上向他们的 300万多名青少年粉丝发布了《爸爸跳舞》视频。流行歌星布兰妮 · 斯皮尔斯在她的个人 Facebook 页面上分享了这段视频。英国广播媒体 ITV 今天早上发起了一项全国性的男子狩猎活动，寻找我们世界著名的爸爸舞者。进一步的广播报道也出现在深夜第四频道的喜剧节目中，这是美国广播频道 ESPN 、福克斯、美国广播公司和哥伦比亚广播公司的最后一次 LegTier 2 报道。超过 1000万次观看我们爸爸的舞蹈视频，来自 YouTube 、 Facebook 和社论媒体播放器 300 多条对我们尴尬的父母综合症研究的完全信用报道，以及 “爸爸跳舞” 的病毒式视频 3300% 对岛上网站流量的提升。系列售罄演出执行我们委托进行了一项调查，以确定青少年对父母最尴尬的事情。结果给了我们一个品牌新闻故事，命名为 “爸爸跳舞” 是父母的行为，造成了最尴尬的孩子。我们制作了病毒视频内容，强调了 “爸爸跳舞” 的问题。这段视频匿名发布在 YouTube 上，在英国最大的在线网站登陆报道的同时，设置社交媒体时间表。随着剪辑的浏览量飙升至 500万以上，我们的 “跳舞的爸爸” 成为了一个全球流行的新闻故事。然后，我们利用媒体的关注来宣传我们对这个问题的解决方案 -- 在客户的场地安装专用的 “围栏关闭” 爸爸跳舞区。在 Little Mix 的一次表演中，我们通过将我们的 “爸爸舞蹈演员” 带回客户的节日来强调这一世界第一的倡议，并制作了他的五大爸爸舞蹈动作的教学视频。活动描述我们设计并执行了一个建立在一个单一的、引人入胜的新闻故事上的策略，这将引起父母和孩子的共鸣。这个故事将触及父母，推动 ABC1 观众的消费者意识，并给我们一个可共享的内容青少年和青少年观众。我们的创意是通过了解到，多达 3分之2 的参加岛屿节拍的孩子将由他们的父母陪同 -- 这是一个潜在的家庭来源紧张。相关性针对青少年观众和他们的父母的夏季音乐节宣传活动创造了一个全球趋势的新闻故事，作为创造性多平台执行的一部分。综合战略被调整以最大限度地覆盖传统, 通过创建低成本定制内容的数字和社交媒体，公关活动粉碎了目标;生成 1000万 + 有机视频视图 + 提供超过 300 篇完全可信的编辑报道。我们的策略使网站流量增加了两倍，为电影节赢得了全世界的声誉，并帮助举办了一系列售罄的音乐会。概要客户向我们简要介绍了如何创建一个活动，让他们的主要目标受众青少年和他们的父母参与进来, 为了推动节日的名声和门票销售 -- 一系列夏季音乐会，包括《小混音》和《吸血鬼》。主要挑战: 1。人才支持:这是主题公园第一次举办电影节，媒体采访的艺术家数量有限 -- 我们被告知要设计一个不依赖人才采访的创意。2. 预算: 这项活动的预算很小，分配给该活动的 20,000 英镑，包括代理费以及我们创意和所有资产的制作。夏季节日的目的是吸引青少年前观众和青少年观众。然而，我们也知道父母会支付门票费用，在大多数情况下，他们会在音乐会上陪同孩子。

爸爸在索普公园岛跳舞

案例简介：Strategy Our strategy was to identify a problem and then provide a solution; ensuring that both stages are newsworthy. We knew that up to two thirds of the children attending the festival would be chaperoned by their parents - a potential source of family tension. Our campaign consisted of three stages:1.Identify the problem. We commissioned a survey to identify things teens find most embarrassing about their parents with insights from a psychologist on why parents are so embarrassing. The results gave us a branded news story which named ‘dad dancing’ as the behaviour causing the most embarrassment. 2.Once we had our survey results back, we produced a piece of viral video content aimed specifically at our target demographic of pre-teens and teenagers that highlighted the problem with ‘dad dancing’ 3.We then created a world's first solution; bespoke ‘dad dancing pens’ a safe distance away from the children. Client Brief Or Objective Overall Budget: £20,000Dad dancing video – including casting transport and choreography £1000Video 2 – Branded video guide to dad dancing £1000Pens and signage - £750Research story survey - £1500Agency fee: £15,000Media spend = £0Cost per piece – £50 (excludes video views)The results were described as ‘the best low budget campaign ever devised for Thorpe Park’ by the in house marketing team. Outcome Tier 1The lead singer of The Vamps band tweeted the dad dancing video to their 3 million + teen followers.Pop star Britney Spears shared the video on her personal Facebook page.British broadcast media outlet ITV This Morning launched a nationwide man hunt to find our world famous dad dancer. Further broadcast coverage also appeared on late night Channel 4 comedy show The Last LegTier 2Coverage on US broadcast channels ESPN, FOX, ABC and CBS.Over 10 Million views for our Dad Dancing videos combined, from sources including YouTube, Facebook and editorial media players 300 + pieces of fully credited coverage for our Embarrassing Parents Syndrome study and the ‘dad dancing’ viral videoTier 3300% uplift in website traffic to the Island Beats ticket sales web page The PR campaign led to a series of sell out gigs Execution We commissioned a survey to identify the things teens find most embarrassing about their parents. The results gave us a branded news story, naming ‘dad dancing’ as the parental behaviour that caused the most embarrassment kids. We produced viral video content highlighting the problem with ‘dad dancing’ The footage was released anonymously on YouTube setting social media timelines alight alongside landing coverage across the UK’s biggest online websites. As views of the clip soared to over 5 million, our ‘dancing dad’ became a global trending news story.We then used the media attention to promote our solution to the issue - the installation of dedicated ‘fenced off’ dad dancing areas at the client’s venue. We highlighted this world-first initiative by bringing our ‘dad dancer’ back to the client’s festival during a performance by Little Mix and created an instructional video of his top five dad dancing moves. Campaign Description We devised and executed a strategy built upon a single, engaging news story, which would resonate with both parents and children alike. The story would reach parents and drive consumer awareness amongst an ABC1 audience as well as giving us a shareable piece of content which would land on the social media feeds of a pre-teen and teenage audience.Our creative was informed by the knowledge that up to two thirds of the children attending Island Beats would be chaperoned by their parents - a potential source of family tension. Relevancy The campaign to promote summer-long music festival aimed at a teenage audience and their parents created a globally trending news story as part of a creative multi-platform executionThe integrated strategy was calibrated to maximise coverage across traditional, digital and social media via the creation of low cost bespoke content The PR activity smashed targets; generating 10 million+ organic video views + delivering over 300 pieces of fully credited editorial coverage. Our strategy tripled website traffic, generated worldwide fame for the festival and helped to deliver a sell-out series of concerts. Synopsis The client briefed us to create a campaign which would engage their key target audience of pre-teens/teenagers and their parents, to drive fame and ticket sales for the festival – a series of summer concerts featuring acts including Little Mix and The Vamps.Key challenges: 1.Talent support: This was the first time the theme park had launched a festival and artist availability for media interviews was limited - we were briefed to devise a creative idea that did not rely on talent interviews. 2.Budget: The budget for this campaign was small with £20,000 assigned to the campaign to include agency fees as well as production of our creative and all assets.The summer festival was aimed squarely at attracting a pre-teen and teenage audience. However we also knew that parents would be paying for the tickets and, in the majority of cases chaperoning their children at the concerts.