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Prom King

基本信息
行业: 食品
媒体:影视
风格: Minimalism
说明cnen
Synopsis
The month of May in the United States is the season for high school proms. A time when teenagers, who can muster up the courage, ask one another to the big dance. As a modern brand, Burger King’s ongoing mandate is to cleverly insert itself into timely and relevant events to better connect with its target audience. It also serves as an engaging and constant reminder of the brand to that same audience. With that in mind, the opportunity presented itself to tie into the prom season while connecting in a completely unexpected way to one of our main rivals.
Strategy
The strategy was simple: Be brief. Be direct. Be surprising and get lots of timely attention for the Burger King brand. Using that as our north star, we used the marquee sign outside of a Burger King to communicate with the Wendy’s next door and the wildly popular Wendy’s social media account. In this way, we were able to get the attention of the local target audience of teenagers outside Boston, but also on a national stage by attracting the eye of a social media giant. Sticking with the goal of being brief and direct, we used a one-word question as our call to action.
Outcome
• Burger King received over 98,000 social media mentions which led to a 338% increase in brand conversations. • The desired response rate was a positive answer from Wendy’s. It was received and so, the response rate was 100%! • We received $3,006,277 in earned advertising value. A very high number for an idea that essentially cost us nothing, except for the corsage that cost was about twenty bucks. • The change in behavior was immediate. Wendy’s was no longer hostile toward Burger King, suddenly turning into a friendly ally for the first time ever in the two brands’ Twitter history.
Execution
The marquee outside the selected Burger King in Lynn, MA was updated to read, “@WENDYS PROM?” Within a few days the sign was spotted by passersby and began to garner attention on social. Burger King then decided to post a photo of the sign to its own social media accounts (Twitter, Facebook). Soon thereafter, Wendy’s accepted our promposal on social, and the conversation captured the hearts of the internet. Burger King responded almost immediately on social with an image of its marquee sign yet again, but this time with a message that read, “SHE SAID YES!” with a corsage being held out in the King’s hand.
CampaignDescription
We decided to put ourselves in the shoes of every teenager in America getting ready for the high school prom. Next, we knew we had to look for the perfect date. Someone who was smart, attractive, and basically unattainable. You know, the girl next door. In the end, we knew it had to be Wendy’s. Yes, that Wendy’s. One of our top adversaries in the world of hamburgers and an absolutely savage troll on social media. We then found a location just outside Boston where a Burger King and Wendy’s sat side by side. It was the perfect place for one restaurant (teenager) to ask another restaurant (teenager) to the biggest social event of the year with nothing more than a simple street sign.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 社交与影响力
Low Budget / High Impact Campaign
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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