24 HOURS OF REALITY|短视频|广告营销案例【ADGuider广告指南】

24 小时的现实

案例简介：描述活动/条目美国目前没有任何关于网络品牌娱乐的规定。此外，因为我们创建了自己的数字广播，我们可以自由地按照自己的意愿安排 24 小时的活动。结果 2011 年，数百万人的生活被气候变化的现实所颠覆。仅在美国，我们在 2011年就经历了创纪录的 120亿美元天气相关灾难。气候现实项目旨在改变媒体描绘的关于气候危机的对话，从怀疑和否认转变为承认现实。在过去的几年里，气候危机的规模和范围在公众的眼中被一场由大石油、大煤炭及其意识形态盟友资助的宣传活动所缩小。他们使用打击烟草监管的相同策略，在媒体对气候变化的报道中制造了疑问。尽管有一个压倒性的科学共识，即气候变化是人为的 -- 他们通过一遍又一遍地重复科学没有解决，创造了一场没有解决的辩论。我们决定创建我们自己的媒体活动，称为 24 小时现实 -- 一个全球性的直播活动，从每个时区播放。该事件将极端天气和气候变化联系在一起，并揭露了大石油和大煤炭公司正在使用的策略。在活动开始前，我们再次将气候变化作为文化对话的一部分，播放了两个视频，宣布质疑和否认的时间已经结束。我们要求我们在世界各地的支持者将他们的社会流捐赠给现实。这使得我们能够通过他们的 Facebook 和 Twitter 账户每小时发送信息，在活动期间达到数百万人。通过现场演示、与专家的讨论以及打包的内容和纪录片，我们在世界各地引发了一场关于气候危机影响的对话, 还有大石油和大煤炭在欺骗公众。 -创建了 2 个点来产生导致事件的嗡嗡声。一个在线新闻团队通过全球新闻和博客为他们播下种子，他们被放置在付费媒体中。-创建了 “捐赠你的社交媒体” 机制。人们让我们可以每小时在 Facebook 和/或 Twitter 上向他们的朋友推送一条关于事件的信息。在利用我们的创意资产开展了一次重要的新闻和社交媒体推广活动后，67,465 人在 Facebook 上回复了活动。9月13日，我们开始从墨西哥城现场直播，当阿尔 · 戈尔结束我们在纽约的工作室的 24 场演讲时，全世界已经有 5,896,125 人收看了, 花了惊人的平均 58 分钟观看。这条小溪被访问了 6.8 多次。超过 300 个故事已经在网上、印刷和电视上报道了这一事件。# 现实和 @ climtereality 在推特上被提及 57,873 次。@ AlGore 在推特上被发了 16,436 次。活动期间，每 3.25 秒就会添加一条新评论。最终，24 小时的现实积累了 638 的全球媒体印象。最重要的是，我们已经看到媒体将气候危机描述为现实的方式产生了持久的影响 -- 不是辩论，而是现实。包括美国全国广播公司、美国广播公司和美国有线电视新闻网在内的主要网络和有线电视新闻机构都认真报道了气候变化和极端天气之间的联系。

24 小时的现实

案例简介：Describe the campaign/entry There currently aren't any regulations around Branded Entertainment on the web in the United States. Additionally, because we created our own digital broadcast, we had the freedom to programme the 24-hour event as we desired. Results In 2011, millions of people’s lives were upended by the reality of climate change. In the US alone, we experienced a record-breaking $12 billion weather-related disasters in 2011. The Climate Reality Project set out to change the conversation the media was portraying about the climate crisis, from one of Doubt and Denial, to an acknowledgement of Reality. For the last few years, the scale and scope of the climate crisis has been diminished in the public’s eye by a propaganda campaign funded by Big Oil, Big Coal and their ideological allies. Using the same tactics used in the fight against tobacco regulation, they have seeded Doubt into the media’s coverage of climate change. Despite an overwhelming scientific consensus that climate change is man-made - they have created the appearance of a debate where there is none, by repeating over and over that the science isn’t settled. We decided to create our own media event, called 24 Hours of Reality - a global, live-streamed event, broadcast from every time zone. The event connected the dots between extreme weather and climate change, and exposed the tactics being used by Big Oil and Big Coal. Leading up to the event, we made climate change part of the cultural conversation again with 2 videos declaring that the time for Doubt and Denial was over. We asked our supporters around the world to donate their social streams to Reality. This allowed us to reach millions during the event by sending hourly messages through their Facebook and Twitter accounts. Through a combination of live presentations, discussions with experts and packaged content and documentaries, we provoked a conversation around the world about the impact of the climate crisis, and how Big Oil and Big Coal were duping the public. - 2 spots were created to generate buzz leading up to the event. An online press team seeded them with global press and blogs, and they were placed in paid media. - A ‘Donate Your Social Media’ mechanism was created. People gave us access to push a message every hour to their friends on Facebook and/or Twitter about the event. After a major press and social media outreach campaign utilising our creative assets, 67,465 people RSVP’d on Facebook to the event. On September 13th, we began broadcasting live from Mexico City, and by the time Al Gore closed the 24th presentation from our studio in New York, 5,896,125 people had tuned in around the world, and spent an astounding average of 58 minutes watching. The stream was accessed over 6.8m times. Over 300 stories had run online, in print and on TV about the event. #Reality and @ClimateReality were mentioned 57,873 times on twitter. @AlGore was tweeted at 16,436 times. During the event, a new comment was added every 3.25 seconds. In the end, 24 Hours of Reality racked up 638m global media impressions. Most importantly, we have seen a lasting impact in the way the media is portraying the climate crisis - not as a debate, but as Reality. Major network and cable news outlets have run serious pieces about the connection between climate change and extreme weather, including NBC, ABC and CNN.