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Pinedo

基本信息
行业: 文化、娱乐与运动
媒体:网络
投放:阿根廷
风格: Minimalism
说明cnen
Outcome
•Tier 2: Knowledge/consideration: the campaign made his way through every big media, with apparitions in the newspapers, portals and news on TV with an earned media of USD 850 K.•Tier 3: Outputs/business: House of Cards Season 4 broke all the viewing records in Argentina.
Synopsis
• SituationArgentina has a very politicized society, so Netflix decided to do the launching of House of Cards S04 in our country.• BriefIdeation and execution of the social media campaign for House of Cards in Latin America. • ObjectivesExtend the show experience. Create pieces that will have impact. Relate House of Cards to our real world.
Campaign Description
Describe the creative idea (30% of vote). Federico Pinedo is a former president of Argentina. He was an interim president for 12 hours. Yes, just 12 hours. For that he became a meme phenomenon, so we had Frank send him a direct mention on Twitter, “mocking” him for his expedient presidency.
Client Brief Or Objective
• Overall budget: zero.• Media spend: zero.• Cost per piece: zero.
Relevancy
With zero budget, we generated massive buzz, made it through all the media and became a cultural moment in our country. All with one single direct mention.
Execution
We looked for Pinedo´s most retweeted tweet and we sent him a direct reply from the House of Cards official account, making it look like a natural conversation between two presidents.
Strategy
• Target audience:25 to 44 years old, users who Enjoy political/crime drama series, fans and friends of fans of House of Card• Relevance to platformDirect mentions between celebrities are very common and relevant on Twitter.• ApproachTo generate buzz let´s make Frank jump on a conversation that already generated Buzz: Pinedo´s short presidency.• PR PLANNINGWe looked for the most buzzed tweet of Pinedo´s timeline, and directly replied to it.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
美术指导:
客户主管:
其他职位:Chief Executive Officer: Bruno Lambertini
Manager Social Media Latam: Celeste Eberhardt
Head of Social Media: Aranzazu Muraca
Director Social Media Americas: Gabriel Rodriguez Nava
Director Marketing South America: Juan Bongiovanni
奖项
戛纳国际创意节 2016
入围 移动应用
Costs / Creative Performance PR Campaign
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