NEW YORK WRITES ITSELF|短视频|广告营销案例【ADGuider广告指南】

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纽约写自己

案例简介：描述活动/条目纽约写作本身是作为纽约市的人群采购和品牌内容创意而创建的，然后设计通过社交媒体和文化影响者共享。品牌内容不是使用传统的媒体方式，而是直接接触到我们的受众，让他们能够享受和分享内容。结果乡村之声是一个编辑频道，拥有捕捉纽约真实、未经审查的声音的传统。我们面临的挑战是证明这一品牌地位，同时重新确立乡村声音作为艺术和文化的源泉。目标是将乡村之声重新塑造成真正未经审查的纽约之声，以及一个与纽约人和城市文化背景保持联系的品牌。我们的策略是发起一场运动，不仅仅是宣传乡村之声，还会给纽约人一种新的方式来参与品牌文化内容的创造。因此，我们创建了 “纽约写作自我”，这是一个人群来源的内容平台，旨在让纽约人写下他们每天在纽约街头看到和听到的令人惊叹的东西, 看到它们变成编辑和创造性的内容。我们第一次执行这个项目是一个凸版艺术展览，在这个展览中，这个城市的主要凸版艺术家把在纽约街道上听到的真实话语变成了一个又一个的信。观众通过综合渠道吸引到纽约写作，包括:-newyorkwritesitself.com，消费者生成内容的中心，推动了这场运动-社交媒体，包括 Facebook 、 Twitter 、 Tumblr村庄之声报纸和 villagevoice.com-编辑内容，包括村庄之声和赢得媒体-主要文化影响者和博客作者，他们在创意社区-街头海报运动中针对相关的亚文化纽约《纽约写作自我》作为一篇品牌内容非常成功: 迄今为止有 2400 万媒体印象 -- 在纽约艺术总监俱乐部举行,这次展览获得了创纪录的出席人数 -- 对 NewYorkWritesItself.com 的 2 百万次独特访问 -- 52 篇在《乡村之声》之外的编辑频道获得的媒体文章，包括《纽约时报》和《哥伦比亚广播公司新闻》。-售出的艺术品产生了 15,000 美元的收入，100% 流向了相关艺术家-纽约写作本身产生了如此强烈的文化影响, 《乡村之声》已经使它成为其艺术和文化内容的永久部分 -- 一部非百老汇戏剧和喜剧系列目前正在制作中，作为新内容将于 2012年发布。

纽约写自己

案例简介：Describe the campaign/entry New York Writes Itself was created as a crowd sourcing and branded content idea in New York City, which was then designed to be shared through social media and cultural influencers. Rather than use a traditional approach to media, branded content reached our audience in a direct way where they could enjoy and share the content. Results Village Voice is an editorial channel that has heritage of capturing the real, uncensored voice of New York. Our challenge was prove this brand position, and at the same time, re-establish the Village Voice as the go-to source of arts and culture. The objective was to re-establish the Village Voice as the real uncensored voice of New York, and a brand that is in touch with New Yorkers and the cultural scene of the city. Our strategy was to create a campaign that would not just advertise the Village Voice, but would give New Yorkers a new way to get involved in the creation of cultural content with the brand. Therefore, we created ‘New York Writes Itself’, a crowd sourced content platform designed as a place for New Yorkers to write down the amazing things they see and hear on the streets of NY every day, and see them turned into editorial and creative content. Our first execution of the project was a letterpress art exhibition in which the city’s leading letterpress artists brought real words heard on the streets of New York to life letter by letter. The audience were drawn to New York Writes Itself through integrated channels including: - newyorkwritesitself.com, the hub of the consumer generated content which fuelled the campaign - Social media including Facebook, Twitter, Tumblr and Village Voice newspaper and villagevoice.com - Editorial content including Village Voice and earned media - Key cultural influencers and bloggers who targeted relevant sub-cultures in the creative community - Street poster campaign on the streets of NYC ‘New York Writes Itself’ was hugely successful as a piece of branded content: - 24m media impressions to date - Held at the Art Directors Club in New York, the exhibition achieved a record attendance - 2m unique visits to NewYorkWritesItself.com - 52 articles of earned media in editorial channels outside the Village Voice including New York Times and CBS News. - $15,000 revenue generated in sold artwork that goes 100% to the artists involved - New York Writes Itself has made such a strong cultural impact, Village Voice has made it a permanent piece of its arts and culture content - An Off-Broadway play and comedy series are currently in production as new content to come in 2012.