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100 lb. Coupon

基本信息
行业: 文化、娱乐与运动
媒体:互动
风格: Minimalism
说明cnen
Synopsis
Second Skin, the newest maker of athletic wear, needed to get extreme endurance athletes’ attention. This niche group is tribal and demands authenticity from brands. To introduce the Second Skin to our target in a memorable way, increase brand awareness, build social following and drive product trial, we needed an activation that both fit their lifestyle and optimized platforms they dominate, like Instagram.
Strategy
The 100LB Coupon targeted endurance athletes who participate in CrossFit, Spartan Races and Ironman Triathlons. These athletes flip tractor tires, run 30 miles, crawl in the mud under barbed wire and jump through fire for fun. Their approach to self-improvement is borderline masochistic, and they let the world know it via their favorite social platform: Instagram. Knowing they’re extreme endurance athletes who live for an extreme challenge, we gave them one.
Relevancy
We took an often-ignored direct mail piece, the coupon, and transformed it into a 100-pound steel-forged brand activation for our endurance athlete target. Utilizing Facebook and Instagram Stories, we had brand influencers push clues and GPS coordinates during major athletic events like Spartan Races, Ironman Triathlons, and CrossFit competitions, alerting athletes of the coupon locations. It was essentially a digital scavenger hunt. Each of the 100LB Coupons was fully redeemable in the store, so whoever found one had to take it to a DICK’S Sporting Goods store to cash it in.
Outcome
25 percent increase in Instagram followers 4.5 million impressions More than 2 million video views
Execution
We first activated the coupons in El Segundo, California, on Aug. 26, 2017, and concluded at CrossFit’s Wodapalooza in Miami on Jan. 14, 2018. Before each event, we promoted the activation on Facebook for mass reach. During each competition, we had major brand influencers and brand ambassadors push clues like GPS coordinates on their Instagram Stories, alerting athletes in real time where they could get their own 100LB Coupon. Every few minutes after launching a new coupon, we’d post more clues to help athletes claim one. After finding them, athletes were then instructed to cash them in at a DICK’S Sporting Goods because the coupons were fully redeemable. In total, we deployed 20 coupons across five events. All were redeemed.
CampaignDescription
We made athletes sweat for their rewards by creating the 100LB Coupon. Forged from steel, weighing 100 pounds (45 kilograms) and deployed through Instagram Stories, these fully redeemable coupons got anyone brave enough to haul it to a DICK’S Sporting Goods store 100 percent off (up to $500) Second Skin gear.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
入围 直效
Channels > Use of Ambient Media: Small Scale
戛纳国际创意节 2018
入围 媒介应用
Channels > Use of Ambient Media: Small Scale
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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