HOT WHEELS FOR REAL|短视频|广告营销案例【ADGuider广告指南】

真正的风火轮

案例简介：描述客户的简报美国平均 8 岁的男孩拥有 45 辆风火轮汽车。为了发展业务，风火轮必须从玩具发展到更注重娱乐的品牌。这场运动是围绕 “真正的风火轮” 的想法发起的。为了打断这场运动，并使玩具长大的年长观众眼中的风火轮合法化, 一个真人大小的玩具版本被制作出来，其他媒体在活动中被激活，然后通过社交媒体在线推广，为这个品牌赢得了大量新观众,未来通信的目标。描述促销如何从概念发展到实施一场广泛的在线媒体活动展示了一项基于现实版本的风火轮玩具的世界纪录跳跃秘密司机培训的预告内容。住在印第安纳波利斯 500，风火轮和 “黄色司机” 打破了车辆在 300,000 人面前跳跃的世界纪录。然后，跳跃被实时编辑，并被放入美国一个主要电视网络的 30 分钟电视节目中，在节目结束时, 当司机被揭露时，观众被推到 Facebook，在那里他的身份被揭露。描述客户和消费者的成功促销，包括一些可量化的结果: 这次促销活动持续了两个多月，并于 2011年5月29日在印地 500 达到顶峰，获得了超过 17 亿媒体的印象, 吸引了超过 40 万人观看内容，并带来了 200,000 多名新的 Facebook 粉丝 (其中大部分来自已经脱离风火轮的人群)。这项活动创造了世界纪录，创造了一个真正的特技司机团队，吸引了新的授权品牌合作伙伴, 激发了一系列新的风火轮产品，并在吸引世界领先的电影制片厂之一签约好莱坞大片方面发挥了重要作用。解释为什么促销方法与产品或服务最相关通过围绕现场活动发起活动，并激活围绕该活动的多种媒体渠道，真正的活动风火轮能够成功地瞄准一个新的目标并与之交流, 该品牌以前拥有的更广泛的受众。它帮助风火轮被视为，不是一个儿童玩具品牌，而是一个适合所有年龄男孩的品牌。

真正的风火轮

案例简介：Describe the brief from the client The average 8 year-old boy in the US owns 45 Hot Wheels cars. To grow the business, Hot Wheels had to evolve from toys to a more entertainment-focused brand. The campaign was created around the idea of 'Hot Wheels For Real'. To punctuate the campaign, and legitimise Hot Wheels in the eyes of an older audience that had grown out of toys, a life-sized version of a toy was built and other media was activated around the event then pushed online through social media to garner a massive new audience for the brand, from which future communication could be targeted. Describe how the promotion developed from concept to implementation An extensive online media campaign showed teaser content of a secret driver training for a world record jump, based on a real-life version of a Hot Wheels toy. Live at the Indianapolis 500, Hot Wheels and the 'Yellow Driver' broke the world record for a vehicle jump in front of 300,000 people. The jump was then edited in real-time and dropped into a 30 minute TV show on one of USA's major TV networks and at the end of the show, as the driver was to be revealed, the audience was pushed to Facebook, where his identity was revealed. Describe the success of the promotion with both client and consumer including some quantifiable results: The promotion, which played out over 2 months and peaked on May 29, 2011 around the Indy 500, garnered over 1.7bn media impressions, attracted over 40m viewings of the content and brought in over 200,000 new Facebook fans (most of which were from a demographic that had grown out of Hot Wheels). The campaign earned a world record, created a real team of stunt drivers, attracted new licensed brand partnerships, inspired a new range of Hot Wheels products and was instrumental in attracting one of the world's leading film studios to sign up for a blockbuster Hollywood movie. Explain why the method of promotion was most relevant to the product or service By launching the campaign around a live event and activating multiple avenues of media around it the Hot Wheels For Real campaign was able to successfully target and communicate with a new, far broader audience that the brand had before. It helped Hot Wheels be seen as, not a kid’s toy brand, but a brand for boys of ALL ages.