注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Broadway the Rainbow

Broadway the Rainbow | 玛氏 | Mars | 恒美 | DDB
下载原始文件 下载原始文件 JPG | 3358x2238px
基本信息
行业: 糖果与零食
媒体:推广与活动
风格: Minimalism
说明cnen
Why is this work relevant for Brand Experience & Activation?

The Super Bowl is marketing’s biggest stage for TV advertising. We decided to skip the 30 second ad and instead made a 30-minute Broadway musical. Performed on a real Broadway stage with original lyrics and music, we released a music video, teaser content and a cast recording album on Spotify. Instead of just creating TV content, we created an experience that brought together the worlds of advertising, live performance, music and Broadway to create a brand experience never before seen during the Super Bowl.

Background

The Super Bowl is the year’s biggest and most competitive marketing moment. Where $5 million buys you a 30 second TV ad and the 100 million viewers that come with it. And every year it’s the same - brands trying to outspend and outdo each other with ever-more elaborate, celebrity-studded, or purpose-driven TV spots to win the battle for attention on this massive marketing stage. Skittles’ brief was simple - get Super-Bowl-sized attention, without spending a penny on the Super Bowl broadcast.

Describe the creative idea (20% of vote)

For this year’s Super Bowl we skipped the 30 second TV commercial and instead made a 30 minute Broadway musical.

Describe the strategy (20% of vote)

Strategically, the Skittles brand is all about disrupting the predictable. And what’s become more predictable than the Super Bowl itself? Year after year, the marketing playbook is the same. From the TV ad tropes to the celebrity studded films and macho sport conventions, it’s pretty much the same year after year. Without the budget or the broadcast slot to compete on this traditional stage, we knew the only way Skittles would get noticed was by creating an entirely different stage, altogether. To get attention for the brand, we were going to have to steal it, by subverting the Super Bowl entirely.

Describe the execution (30% of vote)

For the Super Bowl, Skittles skipped the 30 second TV ad, and made a 30-minute Broadway Musical.

We announced our show like any Broadway Musical would - Times Square billboards and branded busses.

And we actually sold tickets. People spent real-Broadway show prices of over $200 to see an ad, and the show sold out in 72 hours!

As buzz built, we announced our show would feature celebrity Michael C Hall.

Then, while every other brand was celebrating advertising, we released a music video of our title track ‘Advertising Ruins Everything.’

And for the millions not lucky enough to score tickets, we released the original cast recording album on Spotify.

On Super Bowl Sunday we debuted our show to 1,500 people and invited press and influencers. We sold authentic souvenirs– T-shirts, posters, vinyl records. And like any genuine Broadway Show, we even created and sold bootleg shirts outside the theater.

List the results (30% of vote)

Without spending a penny on the Super Bowl broadcast we ended up with over 2.5 billion earned impressions - over 25 X the viewership a TV ad receives on the big game. The campaign was covered in over 1000 publications and news broadcasts. But was the show actually any good? It even got glowing reviews from the New York Times and Washington Post theater critics. And, most importantly, it resulted in a 5.6% rise in Skittles consumption.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
金奖 户外
Live Advertising and Events
戛纳国际创意节 2019
金奖 户外
Immersive Experiences
戛纳国际创意节 2019
银奖 品牌体验与激活
Live Brand Experience or Activation
戛纳国际创意节 2019
银奖 娱乐
Talent: Live Experience
戛纳国际创意节 2019
银奖 娱乐
Innovation in Branded Content
戛纳国际创意节 2019
银奖 户外
Special Build
戛纳国际创意节 2019
铜奖 品牌体验与激活
Brand-owned Experiences
戛纳国际创意节 2019
入围 品牌体验与激活
Food & Drink
戛纳国际创意节 2019
入围 品牌体验与激活
Guerilla Marketing & Stunts
戛纳国际创意节 2019
入围 直效
Food & Drink
戛纳国际创意节 2019
入围 直效
Experience Design
戛纳国际创意节 2019
入围 直效
Social Behaviour & Cultural Insight
戛纳国际创意节 2019
入围 娱乐
Excellence in Audience Engagement or Distribution Strategy for Branded Content
戛纳国际创意节 2019
入围 娱乐
Talent: Film, Series & Audio
戛纳国际创意节 2019
入围 户外
Interactive Experiences
最新更新
加载中...
赞助商