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COCA-COLA POLAR BOWL

基本信息
行业: 非酒精饮料
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Describe the brief from the client
Coca-Cola recently adopted a re-prioritisation of their marketing and communications efforts away from the more traditional focus on maximising impressions and toward a new focus on sparking consumer expressions. This shift from impressions to expressions deeply influenced our brief around Super Bowl, which tasked us with delivering an idea that would put Coca-Cola back in the cultural conversation.

Creative Execution
Polar Bears have been a symbol for the refreshment of Coca-Cola since they first appeared in an ad for the brand in 1922. In terms of this specific execution, research indicated that more than 60% of Super Bowl viewers in the United States would watch the game along with a second screen, be it a laptop, tablet or smartphone. We developed an idea that used the massive scale of Coca-Cola's Super Bowl broadcast media as an entry point to a second-screen experience while tapping into the equity of a popular brand icon.

Describe the creative solution to the brief/objective.
We sparked consumer expressions through a digital-first integrated campaign that had Coke's Polar Bears reacting to the game in real time. Broadcast and display media directed viewers to CokePolarBowl.com, where they could watch the Polar Pear live stream and interact directly with our bears. We set a goal of getting 2,500 people to RSVP for our live stream prior to the game. By the time we went live, over 32,000 people had RSVP’d. Our goal for live stream viewership was set at 300,000. By the end of the game, our live stream had captured over 9m views.

Describe the results in as much detail as possible.
The Coca-Cola Polar Bowl spots were seen by a record-breaking 132m people during the Super Bowl. Meanwhile, the second-screen experience was viewed by over 9m users who engaged with the live stream for an average of 28 minutes on CokePolarBowl.com. On Twitter, Coca-Cola led all other advertisers with over 66,000 mentions during the game, peaking at 5,000 tweets per minute during the 'Catch' spot. Overall, brand buzz volume for Coke grew by a remarkable 2,067% versus last year's game.  
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
客户企划:
制片:
导演:
其他职位:Developer: Ryan Bowers/James Steele
Community Management: Josie Goldberg/Josh Millrod
Senior Communcations Planner: Seth Coffrin
Digital Strategy: Ernest Kim
Research And Development Art Director: Jolyon Webb
Executive Interactive Producer: Kate Leo
Account Team: Gene Willis/Courtney Trull/Kevin Sypal/Laurie Holtz
Measurement Strategy: Eugen Krasnopolsky
Senior Broadcast Producer: Lindsay Reed
Interactive Production: John Eagan/Andrew Abraham
奖项
戛纳国际创意节 2012
金奖 直效
Fast Moving Consumer Goods
戛纳国际创意节 2012
银奖 媒介应用
Best Use of Screens
戛纳国际创意节 2012
铜奖 内容与娱乐营销
Best use or integration of digital media
戛纳国际创意节 2012
铜奖 直效
Social Media & Viral Marketing
戛纳国际创意节 2012
铜奖 影视
Interactive Film
International ANDY Awards 2012
银奖 整合营销
Beverage: Non-Alcohol
Meribel Ad Festival - Central Europe Cristal Awards 2012
Cristal Brand Entertainment & Contents
Best Use or Integration of Digital Media

顶尖热评

超级碗(Super Bowl)是全球商业开发程度最高的赛事,更因精彩迭出的广告而被称为美国广告界的“奥斯卡”。要在这样一场群雄逐鹿中胜出,并非易事。可口可乐可算是超级碗的常客,2012年,它用两只北极熊战胜了群雄。

北极熊的形象早在1922年的品牌广告中就已出现过。这次,他们分别系上了红白和蓝白色的围脖,红白代表纽约巨人队,蓝白代表新英格兰爱国者队。而在社交媒体的天下,这次的推广也顺应潮流将“互动”放在了首要的位置。在专为超级碗搭建的网站www.cokepolarbowl.com及Facebook上,观众能实时看到北极熊们的反映——球队暂时落后,支持它的北极熊就会沮丧地走出洞穴;电视中播出克莱斯勒题为“美国中场时间”的广告时,北极熊将爪子举到胸前以示爱国;一旦播出比较性感的广告,北极熊妈妈就会捂住熊宝宝的眼睛;播出可口可乐老对手百事可乐的广告时,北极熊干脆走出洞穴拒绝观看;即使是百事旗下品牌Doritos的广告,北极熊也以打瞌睡来表示不屑。可口可乐原本以为粉丝们只会在观看比赛的间隙上网看一下北极熊,没想到很多人都拿出了笔记本、PAD、手机等“第二屏幕”关注它的动态,同时在网上发表评论。

这次全新的品牌推广尝试效果明显,比赛还未开始,可口可乐的Twitter粉丝量已经有了12.5%的增长,传播人群也达到了破纪录的1.32亿人。

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