Google Sheep View|短视频|广告营销案例【ADGuider广告指南】

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谷歌绵羊视图

案例简介：结果法罗群岛的 “羊观” 视频促进了旅游业!在《卫报》播出仅 20 分钟后，英国广播公司、美国有线电视新闻网、半岛电视台、《每日邮报》、《华盛顿邮报》、天空新闻等紧随其后。 “羊观” 活动的总预算只有 280,000 美元，产生了 20亿个媒体印象，估计公关价值为 5000万美元。这场运动引起了世界各地媒体的兴趣，突然间谷歌变得更加顺从了。他们决定用他们的设备支持我们，在谷歌街景团队和许多志愿者的帮助下，我们现在已经通过羊视图创建了街景。绵羊的结果查看活动: Reach: + 2.000.00000news story: + 7.000 网站 story: 谷歌对 “法罗群岛” 的搜索增加了 42.200900%，21.3% 的暴露群体表示他们 “非常有可能” 访问法罗群岛，而 0.6% 则相反概要客户: 法罗群岛最强的资产: 令人惊叹的自然主要目标群体: DK 、英国、通用电气、 USMedia 预算: 0 简介: 获得谷歌对法罗群岛的街景。背景法罗群岛是世界上最小的国家之一。这个国家多年来一直被谷歌街景忽略。所以直到最近，法罗群岛还没有街景。谷歌只是对这个小国不感兴趣。只有 50,000 居民的法罗群岛在这个大世界上销售小岛的机会有限。战略我们是如何获得正确的品牌的？法罗群岛的主要吸引力是大自然，羊背上的相机给了我们机会以羊的视角展示美丽的风景街景和社交媒体上的 360 度。没有媒体预算，我们是如何接触到观众的？我们相信这个想法足够强大，媒体可以理解这个故事，并且可以继续下去病毒。我们首先关注最受尊敬的媒体 (《卫报》、《华盛顿邮报》等)。)，以赋予故事可信度。执行我们雇了一个年轻的法罗群岛女人来扮演这个故事。一个女孩和她的羊对抗世界上最大的公司。大卫对歌利亚。我们执行这个想法时非常注重真实性。基本上只是一个女人在执行任务。我们只是使用网络摄像头，没有衣领分级，而不是高生产价值。我们创建了一个简单的博客，而不是一个花哨的网站。我们发布了关于进步和挑战的小电影。随着项目的推进，我们上传了 360 部电影和羊的照片。我们利用博客通过请愿增加了对谷歌的压力。成千上万的人报名了。我们借给游客和法罗群岛人 360 台摄像机，这样他们就可以参与进来。活动描述因此，有必要产生发明。如果连谷歌街景都不会来到法罗群岛，我们必须以不同的方式让法罗群岛对世界其他地方可见。我们决定让街景成为我们自己，法罗群岛有很多东西:羊!我们在一些羊的背上安装了 360 度的摄像头，上面有太阳能面板和手机。这些羊四处游荡，通过谷歌的开放 API 通过手机上传图像。羊观诞生了。

谷歌绵羊视图

案例简介：Outcome Faroe Islands' 'Sheep View' videos boosted tourism! Only 20 minutes after launch the story was on The Guardian, closely followed by BBC, CNN, Al Jazeera, Daily Mail, Washington Post, Sky News etc. With a total budget of just $280,000, the 'Sheep View' campaign generated 2 billion media impressions and an estimated PR value of $50 million. The campaign caught the media's interest all over the in the world and suddenly Google was a little more amenable. They decided to support us with their equipment, and with the Google Street View team and at lot of volunteer help, we have now created Street View via Sheep View. Results of Sheep View the campaign:Reach: +2.000.000.000News stories: +7.000Website stories: 42.200900 % increase for Google searches for "Faroe Islands"21.3% of the exposed group indicated that they were "Very Likely" to visit The Faroe Islands versus 0.6% otherwise Synopsis Client: The Faroe IslandsStrongest asset: The stunning naturePrimary target group: DK, UK, GE, USMedia budget: 0Brief: Get Google Street View to the Faroe Islands. BackgroundThe Faroe Islands is one of the smallest countries in the world. The country have for many years been neglected by Google Street View. So until recently there was no Street View in the Faroe Islands. Google was simply not interested in the tiny country. And with only 50,000 inhabitants the Faroe Islands had limited opportunities to market the small islands in the big world. Strategy How did we get correct branding?The main attraction in the Faroe Islands is the nature and the camera on the back of the sheep gave us the opportunity to show the beautiful scenery in sheep perspective and 360 degrees on Street View and social media.How did we reach the audience without a media budget?We believed that the idea was strong enough for the media to pick up the story, and for it go viral. We began by focusing on the most respected media (the guardian, Washington post etc.), to give the story credibility. Execution We hired a young Faroese woman to personify the story. A girl and her sheep against the worlds largest corporation. David against Goliath.We executed the idea with a strong focus on authenticity. Basically it was just a woman on a mission. Instead of high production value, we just used a webcam and no collar grading . Instead of a fancy website, we created a simple blog. We posted small films about the progress and challenges. We uploaded 360 film and photos from the sheep as the project moved forward.We used the blog to increase the pressure on Google with a petition. Thousands of people signed up. And we lent out 360 cameras to tourists and the Faroese people, so they could participate. CampaignDescription Thus, necessity begat invention. If even Google Street View wouldn't come to the Faroe Islands, we had to make the Faroe Islands visible to the rest of the world in a different way.We decided to make street view our self with the one thing that the Faroe Islands have plenty of: Sheep!We mounted 360-degree cameras on the backs of some sheep with solar pannels and a cell phone. The sheep wandered around and uploaded images via the phone through Google's open API. Sheep View was born.