Introduction: The most creative marketing cases of Advertising were recently publicly selected and a total of eight creative marketing cases were selected. Han Han, who was selected for the Ice Bucket Challenge and the Crystal Stone World Cup, was awarded the title of Godfather of Marketing.
Jingshiling’s most beautiful World Cup was selected as the most creative marketing case
Advertising Gate is the leading online media and industry interactive information service platform in China and global brand communication and advertising creative industries. It is also the most respected and most respected in China. One of the most potential, authoritative and industry-influential advertising and communication professional platforms. Every year, Advertising Door will select based on the advertising communication cases of the year to encourage the best cases and share them within the industry. Advertising Gate released the top eight selected cases of the most creative marketing cases on the day of the year.
Jingshiling’s Most Beautiful World Cup was selected as the most creative marketing case
, Ice Bucket Challenge is a public welfare virus sweeping the world
The rules of the game are very simple. Participants only need to pour a bucket of ice water down from their heads. Or make a dollar donation to the American Association. Those who successfully complete the challenge can publicly nominate individuals to participate in the challenge. Those named can either participate within the hour or donate US dollars to the American Association to continue the relay.
Within two weeks, the Ice Bucket Challenge became popular in the United States and became a hot topic on social media. Founder Mark Zuckerberg, billionaire Bill Gates, Microsoft Nadella, Apple Tim Cook, basketball stars, socialites and other celebrities from all walks of life Participated one after another. quickly entered the American public consciousness.
After China’s Lei Jun accepted the challenge, he announced through his official Weibo that he had donated US dollars to the American Association and donated 10,000 yuan to the China Porcelain Doll Rare Disease Care Fund project. Lei Jun's RMB 10,000 is likely to be one of the largest single donations the China Doll Rare Disease Care Center has received in years. In the day and a half since the Ice Bucket Challenge entered China, Porcelain Doll has received a total of more than 10,000 yuan in donations.
Ice Bucket, Han Han, and the Most Beautiful World Cup were selected as the most creative marketing cases
[Comments] The success of the Ice Bucket Challenge does not need to be elaborated. There are too many summaries of the event. Three of the creative core summaries of the event are quite inspiring: one should be simple enough to minimize participation costs, two should be interesting to increase interest in participation, and three should show off. In addition to giving participants a stage to show off, they should also set up ways to guide them to show off.
, Jingshiling is the most beautiful and the most fashionable virus in the World Cup
The day of the month is the hot moment when the World Cup enters the fight against each other. A group of French ladies’ beauties, including French actors, international supermodels, etc., collectively launched a collective initiative in Paris. The most beautiful World Cup performance art calls for reflection on the social issues caused by the World Cup, asking men to look up from the World Cup and pay attention to their partners! The most beautiful World Cup, a top-notch colored gemstone worth nearly 10 million euros, created by the leading brand of colored gemstones Crystal Spirit in partnership with the French Ladies Association, was unveiled at the same time.
Ice Bucket, Han Han, and the Most Beautiful World Cup were selected as the most creative marketing cases
The high-profile actions swept Paris Fashion Week on January 1, and even Chinese superstars such as Carina Lau also expressed support for the call. The world's major authoritative media such as European Times and Yahoo have reported on it with headlines, focus, and special tracking, and it has quickly caused a sensation around the world.
On March 1, Xinhua News Agency published an article about French beauties launching the Most Beautiful World Cup, calling on men to pay attention to their partners. Domestic media have reprinted and reported that official data from Sina Weibo shows that the topic #most美WC# quickly entered the top three of the hot topic list. In just two days, the number of followers exceeded 10,000 and became one of the hottest topics of the month.
Bing Bucket, Han Han, and the Most Beautiful World Cup were selected as the most creative marketing cases
On October 1, beauties from Beijing, Shanghai, Guangzhou, Qingdao and other cities collectively appeared on the streets to respond to the Most Beautiful World Cup. So far, Jingshi Ling's most beautiful World Cup has successfully attracted social attention to the most beautiful World Cup. The topic of the most beautiful World Cup has continued to ferment. The most beautiful World Cup cup worth tens of millions has also attracted widespread attention.
Ice Bucket, Han Han, and the Most Beautiful World Cup were selected as the most creative marketing cases
After that, Crystal Spirit once again released the news that Carina Lau will bring the Most Beautiful World Cup to China for the first time at the Crystal Spirit Colorful Fashion Ceremony on October 1. The public's attention to the most beautiful World Cup suddenly turned into attention to the Crystal Spirit brand and the Crystal Spirit annual event. The marketing torch ignited by global public relations, unexpected creativity, and excellent control of three key points made the most beautiful World Cup one of the most eye-catching cases.
The most beautiful World Cup worth over 10 million euros was exhibited for the first time at the Crystal Lingcai Bao Fashion Ceremony
The most beautiful World Cup worth over 10 million euros was first exhibited at the Crystal Lingcai Bao Fashion Ceremony
Carina Lau helped the most beautiful World Cup come to China First exhibition appearance
Carina Lau made her first exhibition appearance in China to support the most beautiful World Cup
[Comment] The most commendable aspect of this marketing campaign is the breakthrough of conventional public relations techniques and the global operation and clever use of the World Cup. Originally, in the world's most watched sports event, countless brands invested huge sums of money to compete for stadiums, stars, and sponsorships. This was a fierce marketing battlefield that was almost a flesh-and-blood competition. However, Jing Shi Ling opened up a World Cup for women. It should belong to the world of men, the world of passion, and the world of sports to stand out and successfully focus on social attention. The formula of Crystal Fashion Week + supermodels + superstars + sky-high price jewelry + World Cup + love + controversy settled on the unique perspective of reflecting on the social events of the World Cup. The huge response is understandable.
, "There Will Be No Time" The national father-in-law teaches you how to do marketing
"We Will Never Have Time" had a box office of 10,000 at the premiere venue at zero o'clock.
Creating a big incident
On the day of the month, Han Han posted a photo of Ono on Weibo. A netizen called Han Han his father-in-law in his reply. Han Han forwarded the reply to Weibo, which is known as the national father-in-law. It has since become an instant hit. Celebrities such as Ashin and Feng Shaofeng also competed to call Han Han his father-in-law on Weibo. Some even opened a Weibo topic about Han Han, the national father-in-law. The topic has more than 10,000 discussions and 10,000 reads.
Relying on high popularity
Among the film branches, "The Ordinary Road" was the most successful. Its release also announced Pu Shu's comeback. Pu Shu and Han Han teamed up to resurrect the memories of youth thousands of years later. These two young leaders became an Internet incident that sparked heated discussions. The number of retweets eventually exceeded 10,000, and the song also topped the music charts of Xiami and Tencent that day.
Han Han
[Comment] The slogan "I have heard many truths and still can't live this life well" is not only a summary of the theme of the film, but also a continuation of Han Han's written works. The film market is in a turbulent situation. "We Will See You Again" may be defeated, but as long as the brand is in Han Han's hands, it can make a comeback at any time. Han Han, the national father-in-law, can even be called the godfather of marketing.
, Coca-Cola World Cup Marketing's Integrated Creativity
As early as March 2019, the 2018 World Cup Global Tour event jointly organized by The Coca-Cola Company and FIFA was launched in Rio de Janeiro, Brazil. Next, four major actions were taken to complete an integrated creative marketing and the largest Hercules Cup tour in history.
Released the Coca-Cola World Cup theme song at the same time
At the same time as the World Cup global tour event began, Coca-Cola released its own 2018 World Cup theme song " ". Local musicians in each region can add their own rendition to the song to create a duet featuring lyrics in their local language. China's version of "" is "We Dominate" performed by Mayday.
World Cup commemorative packaging
In this month, Coca-Cola released a World Cup commemorative packaging.
World Cup Advertising Series
Earlier this month, Coca-Cola released two ads to kick off its World Cup global advertising campaign.
The Happy Flag
In front of the opening of the World Cup on 2019, the Happy Flag made by Coca-Cola and composed of portraits of fans from many countries appeared on the lawn of the Sao Paulo Stadium and was displayed in front of more than 100 million viewers around the world.
A digital version of the flag will be synchronized online and consumers can view an aerial shot of the flag and hover over the puzzle to see the photo. Fans who have uploaded a photo will receive a link telling them exactly where they are on the flag and field. Fans can also share their photos on social media using the hashtag #.
Carina Lau helps the most beautiful World Cup debut in China
[Comments] A work of great platform, great resources, great creativity and great integration. A masterpiece with such an investment could definitely be ranked first, but it is ranked fourth here because it requires a large investment and is not as big as the World Cup. At the same time, the output of its huge investment is more used to inform people and participate in it. , The effect on the mind is not yet very profound.
Similar competing products of BMW and Mercedes-Benz exchanged glances
BMW and Mercedes-Benz, both high-end German car brands, posted cheers for the German World Cup team on their official Weibo during the World Cup. Jointly launched # # such a theme spirit of turning enemies into friends in order to support the country is touching. The two major brands also carried out various tributes in the name of the country. Mercedes-Benz mainly paid tribute to the stars of the German national football team, while BMW paid tribute to a Tribute to the eliminated team.
Of course, while paying tribute, they also cleverly highlight the performance characteristics of their own cars. All of them show that this is a World Cup marketing carefully planned by two powerful brands.
Carina Lau helps out in the most beautiful World Cup debut in China
[Comment] This is how the brand height is raised in order to turn enemies into friends for the country! Audi, BMW and Mercedes-Benz, the top three German brands that have long dominated China's high-end car market, cheered for the homeland team in their own way. Faced with this unprecedented move, netizens exclaimed whether it was passion or just love. Interactive marketing between similar competing products. It is rare that I have to praise the marketing ideas of BMW and Mercedes-Benz!
, The mobile game "Magic" wants to reshape the mobile game industry
I don't know when the "Magic" video will appear in front of you. In the video, characters such as the fat girl, the poor loser, and the three fat girls take turns to appear. A magical phenomenon is that as long as the combination of numbers encountered in any character's scene will be magical, the girlfriend will transform into a slim beauty and the poor loser. After getting into a luxury sports car, Jin Sanpang also changed his life. The entire video is embedded with interesting scenes and uses exaggerated techniques to make people laugh and cry.
This video is actually a bomb thrown by Tencent to create a mobile game festival. Nowadays, marketing is increasingly focusing on emotional dialogue, but this is only the first step to achieve the purpose of chain communication and detonate mobile games. key to the festival. The video technique of this mobile game festival is similar to the viral video style of the previous Tiantianai Elimination. The steady grasp and interpretation of this creative style can almost be regarded as a classic paradigm for the spread of mobile game viral videos.
Ice Bucket, Han Han, and the Most Beautiful World Cup were selected as the most creative marketing cases
[Comment] It is too early to draw a conclusion whether mobile games that were not formed in a day can successfully shape a double game in the mobile gaming industry. However, as the tipping point of the mobile game festival, a successful viral video marketing only completed the process of gathering attention and accumulating water. The process itself is successful.
, Google please give my dad a day off, return to content, return to people
Google’s promotional campaign this year only contained two short communications. Compared with the large-scale publicity actions of other brands, this can only be regarded as a small crayon, but the publicity effect is not inferior to the large-scale ones at all. The story can be summarized as the little girl Katie wrote a letter to Google with a crayon to ask for leave for her father, and her father's boss wrote back and agreed. Such a simple story has been widely reported around the world, and has been reposted in large numbers on social networks, with more than 10,000 relevant records searched.
Win
Dear Google Worker, can you give my dad a day off while he is at work? For example, let him have a day off on Wednesday. Because my dad can only have one day off every week on Saturday. Katie. P.S. It’s my dad’s birthday. By the way, this is summer (summer vacation).
Dear Katie Thank you for your letter and your request. Your father worked hard and designed beautiful and delightful things for Google and millions of people around the world. Since his birthday was coming up and we realized the importance of taking a Wednesday off in the summer we decided to give him a week off in the first week of the month. good luck! Daniel Shiplankoff.
[Comments] This fairy tale-like story is full of positive energy and can easily capture the soft part of people's hearts. Perhaps it is precisely because most people do not think it is an advertisement that both media editors and ordinary netizens are actively forwarding it. And what is said in the story should be true. As for how those two letters got into the hands of the media, people will only kindly believe that it was purely accidental. It has left an impression on many people's memories in a silent way.
, Snickers Hungry Boxing lets square dance brainwash young people
Mr. Bean traveled through time and space to the Tang Dynasty in China and climbed up the walls with his companions to enter the home of the martial arts leader and steal the secrets of the Central Plains martial arts. The clumsy and funny Mr. Bean often encounters situations. Of course, in the end, there are near misses and the story ends smoothly.
This film is produced by the team of "Gravity" starring Mr. Bean Rowan Atkinson. It tells the story of Mr. Bean who travels to the Tang Dynasty of China and accidentally gets involved in a struggle between rivers and lakes, causing various oolong incidents. In the end, he unexpectedly mission accomplished. Mr. Bean, who often makes mistakes, relies on Snickers to save the day.
It was previously reported on the Internet that Mr. Bean would come back to film the martial arts film " ", and a trailer for the Mr. Bean martial arts film was also exposed. Now, Snickers has officially released this second-second micro-movie. After filling in the blurred parts of the film, the audience realized that it turned out to be a Snickers brand promotion micro-movie.
[Comment] This is by no means just one. The marketing theme still continues the appeal of once you are hungry, you will no longer be yours, but what is different from the pure creativity in the past is that it has been spread around. It has become a source of viral communication.
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