本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
保持好玩
案例简介：为什么这项工作与品牌体验和激活相关？ 限量版Wiz Khalifa OREO音乐盒通过展示OREO的商标趣味性来帮助建立OREO品牌，从在线嘲笑该项目的第一个耳语到Wiz和其他嘻哈影响者的帖子，与格莱美奖的深度融合-包括与Billboard和TVC的合作-直到音乐盒落入幸运的粉丝之手的那一刻，他们赢得了梦寐以求的盒子之一。 背景 奥利奥 (OREO) 希望将其使命带给音乐界有趣的联系，并在此过程中产生更大的品牌嗡嗡声和品牌热爱。 描述创意 (投票20%) 世界上第一首歌曲通过cookie掉落。一位主要艺术家-Wiz Khalifa (以《速度与激情》中的 “黑色与黄色” 和 “再见” 等热门歌曲而闻名)-发行了无法流式传输或下载的独家曲目。您只能通过OREO cookie体验它，这要归功于从头开始设计的Oreo音乐盒，该音乐盒的工作原理类似于电唱机，但它不播放黑胶唱片。它播放饼干和奶油 描述策略 (投票20%) 通过研究，我们知道乐迷喜欢排他性。我们也知道新歌的发行方式有很多社交能量。而且我们知道只有一个活动将所有音乐爱好者聚集在一起: 格莱美奖。因此，我们与音乐界最顽皮的明星之一 -- 说唱歌手维兹·哈利法 (Wiz Khalifa) -- 合作举办了格莱美颁奖典礼，旨在激发音乐爱好者的顽皮精神，让他们在社交网站上谈论奥利奥，并激励他们履行我们的使命，“保持好玩”。 描述执行 (投票30%) 首先，我们制作了这首歌: 与Wiz Khalifa共同创作的全长说唱国歌。然后，我们将其加载到从头开始设计和建造的奥利奥音乐盒中。只要在播放器上放一个奥利奥饼干，它就会解锁轨道。将奶油面放在播放器上，它会解锁卡拉ok版本，以便您可以说唱。我们让Wiz在social上戏弄了音乐盒; 副本也发送给了其他嘻哈影响者，并将其发布在他们的供稿上。在格莱美颁奖晚会上，与Billboard的整合使音乐盒在预演中处于中心位置，在广播本身中，我们运行了由Wiz和他的儿子主演的TVC，其中包含歌曲的样本; TVC吸引了在线观众，他们可以进入那里赢得自己的音乐盒。 列出结果 (投票30%) 限量版Wiz Khalifa Oreo音乐盒的大量新闻报道，包括NME，BET，第六页，广告牌等。YouTube上播放该歌曲的TVC观看次数超过1500万。通过Wiz的社交提要获得了数百万次观看。来自P的罕见喊叫。迪迪 (Diddy) 正确地进行了营销-他的1400万追随者看到了这一点。为了表示嘻哈界的尊重，歌词甚至出现在说唱天才身上。所有这些都有助于进一步巩固奥利奥作为世界第一的饼干/饼干品牌。
保持好玩
案例简介：Why is this work relevant for Brand Experience & Activation? The Limited Edition Wiz Khalifa OREO Music Box helped build the OREO brand by demonstrating OREO’s trademark playfulness at every step, from the first whispers of the project teased online, to posts from Wiz and other hip-hop influencers, to a deep integration on the Grammy Awards—including a partnership with Billboard and a TVC—to the moment the Music Box landed in the hands of the lucky fans who won one of the coveted boxes. Background OREO wanted to bring its mission of sparking playful connections to the music community, and generate larger brand buzz and brand love in the process. Describe the creative idea (20% of vote) The world’s first song drop via cookie. A major artist—Wiz Khalifa (known for hits like “Black and Yellow” and “See You Again” from The Fast and the Furious)—released an exclusive track that couldn’t be streamed or downloaded. You could only experience it via OREO cookie, thanks to a designed-from-scratch Oreo Music Box that works like a record player, except it doesn’t play vinyl. It plays cookie and creme Describe the strategy (20% of vote) Through research, we knew music fans loved exclusivity. We also knew there was a lot of social energy around how new songs were released. And we knew there was only one event that brought all music lovers together: the Grammy Awards. So we partnered with one of music’s most playful stars—rapper Wiz Khalifa—for a Grammy Awards activation guaranteed to spark music lovers’ playful spirit, get them to talk about OREO on their social feeds, and inspire them to live our mission and “Stay Playful.” Describe the execution (30% of vote) First we made the song: a full length rap anthem co-created with Wiz Khalifa. Then, we loaded it into the Oreo Music Box that was designed and built from scratch. Just put an OREO cookie on the player and it unlocks the track. Put the creme side on the player and it unlocks a karaoke version so you can rap. We had Wiz tease the Music Box on social; copies were sent to other hip-hop influencers posted it on their feeds as well. On Grammy Awards night, an integration with Billboard put the Music Box front and center during the pre-show, and during the broadcast itself we ran a TVC starring Wiz and his son featuring a sample of the song; the TVC drove viewers online where they could enter to win their own Music Box. List the results (30% of vote) Massive press coverage of the Limited Edition Wiz Khalifa Oreo Music Box, including NME, BET, Page Six, Billboard, and more. 15+ million views of the TVC featuring the song on YouTube. Millions of views via Wiz’s social feeds. A rare shout-out from P. Diddy for doing marketing right—seen by his 14+ million followers. And in a show of respect from the hip hop community, the lyrics even went up on Rap Genius. All helping to further solidify OREO as the #1 cookie / biscuit brand in the world.
Stay Playful
案例简介：为什么这项工作与品牌体验和激活相关？ 限量版Wiz Khalifa OREO音乐盒通过展示OREO的商标趣味性来帮助建立OREO品牌，从在线嘲笑该项目的第一个耳语到Wiz和其他嘻哈影响者的帖子，与格莱美奖的深度融合-包括与Billboard和TVC的合作-直到音乐盒落入幸运的粉丝之手的那一刻，他们赢得了梦寐以求的盒子之一。 背景 奥利奥 (OREO) 希望将其使命带给音乐界有趣的联系，并在此过程中产生更大的品牌嗡嗡声和品牌热爱。 描述创意 (投票20%) 世界上第一首歌曲通过cookie掉落。一位主要艺术家-Wiz Khalifa (以《速度与激情》中的 “黑色与黄色” 和 “再见” 等热门歌曲而闻名)-发行了无法流式传输或下载的独家曲目。您只能通过OREO cookie体验它，这要归功于从头开始设计的Oreo音乐盒，该音乐盒的工作原理类似于电唱机，但它不播放黑胶唱片。它播放饼干和奶油 描述策略 (投票20%) 通过研究，我们知道乐迷喜欢排他性。我们也知道新歌的发行方式有很多社交能量。而且我们知道只有一个活动将所有音乐爱好者聚集在一起: 格莱美奖。因此，我们与音乐界最顽皮的明星之一 -- 说唱歌手维兹·哈利法 (Wiz Khalifa) -- 合作举办了格莱美颁奖典礼，旨在激发音乐爱好者的顽皮精神，让他们在社交网站上谈论奥利奥，并激励他们履行我们的使命，“保持好玩”。 描述执行 (投票30%) 首先，我们制作了这首歌: 与Wiz Khalifa共同创作的全长说唱国歌。然后，我们将其加载到从头开始设计和建造的奥利奥音乐盒中。只要在播放器上放一个奥利奥饼干，它就会解锁轨道。将奶油面放在播放器上，它会解锁卡拉ok版本，以便您可以说唱。我们让Wiz在social上戏弄了音乐盒; 副本也发送给了其他嘻哈影响者，并将其发布在他们的供稿上。在格莱美颁奖晚会上，与Billboard的整合使音乐盒在预演中处于中心位置，在广播本身中，我们运行了由Wiz和他的儿子主演的TVC，其中包含歌曲的样本; TVC吸引了在线观众，他们可以进入那里赢得自己的音乐盒。 列出结果 (投票30%) 限量版Wiz Khalifa Oreo音乐盒的大量新闻报道，包括NME，BET，第六页，广告牌等。YouTube上播放该歌曲的TVC观看次数超过1500万。通过Wiz的社交提要获得了数百万次观看。来自P的罕见喊叫。迪迪 (Diddy) 正确地进行了营销-他的1400万追随者看到了这一点。为了表示嘻哈界的尊重，歌词甚至出现在说唱天才身上。所有这些都有助于进一步巩固奥利奥作为世界第一的饼干/饼干品牌。
Stay Playful
案例简介：Why is this work relevant for Brand Experience & Activation? The Limited Edition Wiz Khalifa OREO Music Box helped build the OREO brand by demonstrating OREO’s trademark playfulness at every step, from the first whispers of the project teased online, to posts from Wiz and other hip-hop influencers, to a deep integration on the Grammy Awards—including a partnership with Billboard and a TVC—to the moment the Music Box landed in the hands of the lucky fans who won one of the coveted boxes. Background OREO wanted to bring its mission of sparking playful connections to the music community, and generate larger brand buzz and brand love in the process. Describe the creative idea (20% of vote) The world’s first song drop via cookie. A major artist—Wiz Khalifa (known for hits like “Black and Yellow” and “See You Again” from The Fast and the Furious)—released an exclusive track that couldn’t be streamed or downloaded. You could only experience it via OREO cookie, thanks to a designed-from-scratch Oreo Music Box that works like a record player, except it doesn’t play vinyl. It plays cookie and creme Describe the strategy (20% of vote) Through research, we knew music fans loved exclusivity. We also knew there was a lot of social energy around how new songs were released. And we knew there was only one event that brought all music lovers together: the Grammy Awards. So we partnered with one of music’s most playful stars—rapper Wiz Khalifa—for a Grammy Awards activation guaranteed to spark music lovers’ playful spirit, get them to talk about OREO on their social feeds, and inspire them to live our mission and “Stay Playful.” Describe the execution (30% of vote) First we made the song: a full length rap anthem co-created with Wiz Khalifa. Then, we loaded it into the Oreo Music Box that was designed and built from scratch. Just put an OREO cookie on the player and it unlocks the track. Put the creme side on the player and it unlocks a karaoke version so you can rap. We had Wiz tease the Music Box on social; copies were sent to other hip-hop influencers posted it on their feeds as well. On Grammy Awards night, an integration with Billboard put the Music Box front and center during the pre-show, and during the broadcast itself we ran a TVC starring Wiz and his son featuring a sample of the song; the TVC drove viewers online where they could enter to win their own Music Box. List the results (30% of vote) Massive press coverage of the Limited Edition Wiz Khalifa Oreo Music Box, including NME, BET, Page Six, Billboard, and more. 15+ million views of the TVC featuring the song on YouTube. Millions of views via Wiz’s social feeds. A rare shout-out from P. Diddy for doing marketing right—seen by his 14+ million followers. And in a show of respect from the hip hop community, the lyrics even went up on Rap Genius. All helping to further solidify OREO as the #1 cookie / biscuit brand in the world.
保持好玩
暂无简介
Stay Playful
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
