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百事可樂釀造病毒式營銷奇跡

百事可樂釀造病毒式營銷奇跡

Alex Konrad 2012-06-20
百事可樂《德魯大叔》廣告從視頻網(wǎng)站YouTube的熱播縱身一躍,闖進(jìn)了NBA總決賽期間的電視黃金時(shí)段。低成本,高產(chǎn)出,百事可樂這次的廣告攻勢可謂四兩撥千斤。它是怎么做到的?

????《德魯大叔》采用的這種后向營銷模式,其病毒式在線營銷早于電視廣告播出的時(shí)間。因此,百事極的電視廣告近乎十拿九穩(wěn)。盡管如此,視頻的創(chuàng)作與開發(fā)項(xiàng)目負(fù)責(zé)人、百事極品牌營銷成員塞繆爾?杜博夫指出,《德魯大叔》必須滿足三項(xiàng)主要衡量指標(biāo),才能證明它適合登陸電視銀屏?!兜卖敶笫濉繁仨毐WC觀眾的持續(xù)關(guān)注,抵達(dá)該品牌的目標(biāo)人群,同時(shí)能夠通過口碑營銷形成傳播效應(yīng)。事實(shí)上,80%的觀眾看完了這段時(shí)長4分鐘的視頻,其中82.1%的男性觀眾(年齡在25至44歲之間)是品牌的核心受眾群體,總計(jì)500多萬觀眾通過YouTube嵌入播放器觀看了視頻,也就是說,觀眾通過媒體網(wǎng)站或Facebook觀看了視頻。因此,杜博夫和他的營銷團(tuán)隊(duì)滿足了全部三項(xiàng)指標(biāo)。

????30秒版本的廣告將登陸NBA決賽的前三場比賽;另外,百事極還將購買“ESPN接管”類廣告位。杜博夫指出,因?yàn)榘偈聵O當(dāng)時(shí)拍攝視頻時(shí)是用于在線廣告,因此,可以把項(xiàng)目預(yù)算的大部分份額用于后期的媒體購買。其他品牌的營銷團(tuán)隊(duì)必然會密切關(guān)注這種模式。鑒于百事與歐文的合同、歐文獲得的獎(jiǎng)項(xiàng),再加上決賽來得正是時(shí)候,百事極在打破營銷傳統(tǒng)時(shí)占據(jù)了若干僥幸因素。但是,百事可樂全力打造優(yōu)質(zhì)在線視頻,然后在后續(xù)投資中見機(jī)行事,這種模式的總體思路顯然適用于很多品牌。

????“美國橄欖球超級杯大賽式的大型商業(yè)廣告片方面永遠(yuǎn)有生存的空間,”杜博夫說?!暗牵辛嗽诰€營銷渠道,我們不妨用點(diǎn)巧勁?!笨梢灶A(yù)見,其他品牌也會爭相采用這種營銷模式。但問題的難點(diǎn)在于,如何找到能像德魯大叔那樣的廣告形象。

????譯者:喬樹靜/汪皓

????"Uncle Drew" will go about this backwards, with the push for viral online momentum predating the high-profile spot. Pepsi Max is sitting on what is close to a sure thing. Even then, Pepsi Max brand team member Sam Duboff, who led creation and development of the piece, says "Uncle Drew" had to satisfy three major metrics in order to justify its adaptation into a television segment. "Uncle Drew" had to keep viewers engaged, hit the brand's target demographic, and generate its own legs through word of mouth. With 80% of viewers watching through the 4-minute mark, a 82.1% male viewer group that skewed towards the brand's core 25-44 age group, and over 5 million views from embedded YouTube players suggesting the viewer watched over a media site or Facebook (FB), Duboff and his team hit all three.

????The 30-second version of the ad will appear in Games 1, 2, and 3 of the Finals, and Pepsi Max will also buy advertising space towards an "ESPN takeover." Because Pepsi Max filmed the piece for its online efforts, Duboff says it can funnel the lion's share of its project budget into these later media buys. It's a model that other brand marketers will be sure to watch carefully. With Irving under contract and his award and the Finals coming up at the right time, Pepsi Max had several lucky factors break its way. But its general model, to focus on a high-quality online video and then be opportunistic in its follow-up investment, can work for many brands.

????"There's always going to be room for the big, Super Bowl type commercial," Duboff says. "But with online distribution channels, there's room to be craftier." Expect other brands to scramble to add this trick to their strategic arsenal. The hard part will be finding the next character with moves like Uncle Drew's.

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