海归网首页   海归宣言   导航   博客   广告位价格  
海归论坛首页 会员列表 
收 藏 夹 
论坛帮助 
登录 | 登录并检查站内短信 | 个人设置 论坛首页 |  排行榜  |  在线私聊 |  专题 | 版规 | 搜索  | RSS  | 注册 | 活动日历
主题: 海补班作业:【广告】Burger King的线上互动广告和病毒营销
回复主题   printer-friendly view    海归论坛首页 -> 海归商务           焦点讨论 | 精华区 | 嘉宾沙龙 | 白领丽人沙龙
  阅读上一个主题 :: 阅读下一个主题
作者 海补班作业:【广告】Burger King的线上互动广告和病毒营销   
牛仔




头衔: 海归中校

头衔: 海归中校
声望: 学员

加入时间: 2004/02/20
文章: 302

海归分: 39055





文章标题: 海补班作业:【广告】Burger King的线上互动广告和病毒营销 (4030 reads)      时间: 2004-4-17 周六, 09:20   

作者:牛仔海归商务 发贴, 来自【海归网】 http://www.haiguinet.com

Burger King的线上互动广告和病毒营销

原文梗概: Burger King 快餐连锁因去年的营销业绩下滑,被行业排名老三的Wendy‘s 迅速逼近并大有赶超之势。在麦迪逊大街以“反复无常” 著称的Burger King 认为品牌推广出现了严重失误,于年初撤换掉了广告代理商--著名的扬. 罗必凯公司, 并出人意料的把价值高达3.6亿美元的广告代理合同转给了名不见经传的迈阿密小公司—Crispin. 期望他们能摆脱俗套, 制作出独领风骚的创意来.

经过几个月的努力, Crispin的创作人员终於于4月7号推出了首创的互动式线上广告 --听话的小鸡篇, 来推广Burger King新的鸡块快餐。和其它商家通过电视广告来专门预告线上广告不同,Crispin只是让20多位参与创作的人员把广告网址通知各自的朋友圈,并在当下播放的电视广告中打上广告网址。接下来令人意想不到的奇迹发生了。广告网址启动后一周内达到了1500-2000万次点击,平均每次访问逗留时间长达6分钟。

和Burger King策略类似,运通卡最近投放的线上广告剧集也收到网民们的喜爱。这些广告剧集由喜剧明星宋飞(Jerry Seinfeld) 和动画超人主演,每集长达4分钟。

康州的媒体咨询公司Jaffe在评价这一现象时说:“运用这些新创意和新技术的广告主在投放广告前往往需要承担新的风险,那就是消费者不会按传统广告中设定的逻辑来理解这些广告,你难以预测消费者在互动中的反应到底会怎样。制作这种广告,一分靠科学,三分靠艺术。

读后感:

Burger King的小鸡广告是当下颇为流行的所谓 “病毒营销” (VIRAL MARKETING)的具体范例。病毒营销一词虽然听起来和电脑病毒一样可怕,却是一种新型的靠口碑传播价值信息的营销方式,特别在互联网营销上有重点应用。其一般特点包括:

1. 免费的产品、服务、利益点
2. 可轻松快捷地传递给朋友
3. 受众规模可无限大
4. 利用受众的关系渠道作为传播媒介

早期互联网病毒营销的成功范例有HOTMAIL,ICQ等。在线上广告越来越重要的今天,广告主们在开始考虑把广告预算从传统媒体如电视、杂志等转向互联网的时候,面对作用越来越小的POP-UP、BANNER广告,不得不考虑何种线上广告方式更有效。和技术型的软件公司提供免费软件试用等利益点相比,消费品广告主是难以在线上提供和产品使用价值直接相关的利益点的,因此,提供新奇娱乐性的内容就成了这类广告主的主流选择。除了原文中Burger King、AMERICAN EXPRESS的例子,青少年偶像新星WILLIAM HUNG 和FRIENDSTER联谊网站也是成功应用病毒营销的例子。WILLIAM HUNG本是美国电视才艺大赛的落选者,但也正由于其笨拙的舞姿、走调的嗓子、天真的自信和一幅非主流的亚裔脸孔给观众留下了印象。在硅谷一位亚裔玩主为其设计了网站后,通过朋友圈的传播,一个月内点击数超过了3百万,从此这位香港来的小哥踏上扬名致富的康庄小道,红遍全美并渗透到大中华地区,现在周星星都要请他出演《少林足球》续集了。

FRIENDSTER的创始人则开始只是想用设计一种新奇的方式使从未见面的人通过一起做户外游戏来体会参与乐趣并交朋友。结果这个主意通过私人的网络传播到世界各地,记得去年年底有一次到公园围圈的游戏竟有十几个国家的爱好者在各自不同地点同时参与,引起轰动。现在,这个网站已被硅谷VC看中,接受了首期1300万刀的投资,招募了40多位员工开始膨胀了。

其实这个所谓的病毒营销是咱老祖宗的“好事不出门,坏事传千里”理论的洋名字而已。实质就是制造出独特的利益点,通过口碑传播以迅速达到极高的知名度。国内似乎从负面用得多些,象去年SARS期间的抢购白醋、食盐风波,网上著名的南宁小胖子贴图事件,陕西话RAP“练死小日本”等。不过也有积极的,象著名的“东北人都是活雷锋”,和去年李春波5万元悬赏征集FLASH设计来推广新歌等。希望国内的广告主运用病毒营销给老百姓带来更多的乐趣。


Burger King Seeks Some Web Heat Interactive Site Is Created
To Promote Chicken Items,To Young-Adult Market

By BRIAN STEINBERG and SUZANNE VRANICA

Staff Reporters of THE WALL STREET JOURNAL
April 15, 2004; Page B3





MIAMI -- Burger King has come up with a feather-brained Internet scheme to get young adults talking about its chicken offerings -- and in the process, it's showing how big-name advertisers are latching on to underground marketing methods to get the job done.
Web surfers who have a yen to make a human being in a chicken suit dance, jump, watch TV or do pushups now have their chance, thanks to a Burger King Web site, www.subservientchicken.com. In a scenario that some may feel is disturbing, the bird appeals to voyeuristic tendencies and appears to interact with Web surfers through what seems to be a Web-cam window.
Surfers can also try to take advantage of the Internet's anonymity and command the chicken to perform obscene gestures, although with little effect. The chicken responds to lewd orders with a wagging wing, as if to say, "No, no, no."
After hailing its fare as "fire grilled" in recent months, Burger King has revived one of its most famous slogans: "Have It Your Way." A chicken that responds to hundreds of commands fits in quite well with Burger King's new approach.
The move signals the extreme creative lengths to which marketers will go to reach fickle audiences who are spending less time in front of the television and more time browsing the Web and playing videogames. American Express's attention-getting "Webisode" -- a four-minute online commercial featuring comedian Jerry Seinfeld and an animated Superman -- has sparked much buzz.




The enigmatic Subservient Chicken is an interactive Web promotion for Burger King's chicken menu and its "Have It Your Way" slogan.
Marketers engaging in these sorts of techniques may have to give up the one thing they can always exert -- control. "You don't know what is going to stick, and what's not going to stick. The smart companies are able to hit a home run more often than they strike out," says Joseph Jaffe, founder and president of Jaffe LLC, a Westport, Conn., new-media consultancy. "For the most part, it is three parts art, and one part science."
The Web effort comes amid a series of new marketing moves designed by Crispin Porter + Bogusky, a hot Miami ad agency known for embracing maverick promotional methods that tend to avoid traditional ad vehicles. Burger King represents a challenge, as it is known as one of Madison Avenue's most fickle clients. The company shifted the creative duties on its $358.6 million account to Crispin from WPP Group's Young & Rubicam in January.
Designed by Crispin, the Web promotion represents a classic example of viral marketing -- promotions that catch on via word-of-mouth rather than a flashy ad campaign on a more established medium such as TV, radio or a magazine.
"The intent here is to speak specifically to young adults in their 20s and 30s. These are people that are very Internet savvy," says Blake Lewis, a spokesman for Burger King, which is controlled by Texas Pacific Group. "They are very active. They may not mirror a lot of the traditional TV, newspaper or radio consumption patterns that older adults have come to adopt."
The subservientchicken.com Web site launched the evening of April 7, Mr. Lewis says, and only 20 people were told about it -- all friends of people who worked at the ad agency. Some TV ads have flashed the Web address. Burger King says the site has received 15 million to 20 million hits. According to the agency, Web surfers have spent an average of six minutes exploring the fowl game.
Any excitement for Burger King couldn't come soon enough. The burger baron is under pressure to turn around a sales slump. In 2003, U.S. sales dropped to $7.9 billion from $8.3 billion a year earlier, according to estimates provided by Technomic, a Chicago food-service consulting firm.
Meanwhile, McDonald's increased its sales in 2003 to $22.1 billion from $20.3 billion while Wendy's Internationalsaw its sales jump to $7.4 billion in 2003 from $6.8 billion, according to Technomic. "Wendy's is quickly catching up to Burger King," says Dennis Lombardi, a Technomic executive vice president. "If BK doesn't turn the trend around, they will be No. 3 in terms of sales."


作者:牛仔海归商务 发贴, 来自【海归网】 http://www.haiguinet.com









相关主题
海补班作业:【企管】超越ODM&OEM,一个中国服装厂的冒险之路 海归论坛 2004-4-01 周四, 06:21
海补班作业系列【营销】雀巢奶粉在美国是如何运用”农村包围城市”策略的 海归论坛 2004-3-05 周五, 00:13
海补班作业系列:  海外中国城与物业经营管理 海归论坛 2004-5-02 周日, 00:22
海补班作业系列: 照明革命 --- LED及其应用 创业论坛 2004-4-23 周五, 22:50
海补班作业系列:[投资]2004投资什么最好? 海归论坛 2004-3-25 周四, 04:11
海补班作业系列: 奢侈品零售业在中国的处境 海归论坛 2004-3-18 周四, 12:34
第一次做作业,请指正. 海补班作业系列: 墨西哥制造业如何应对"... 海归论坛 2004-3-09 周二, 07:50
各位GGJJ们,第一次做作业,请指正. 海补班作业系列: 墨西哥制造业如何... 海归论坛 2004-3-08 周一, 11:43

返回顶端
阅读会员资料 牛仔离线  发送站内短信
显示文章:     
回复主题   printer-friendly view    海归论坛首页 -> 海归商务           焦点讨论 | 精华区 | 嘉宾沙龙 | 白领丽人沙龙 所有的时间均为 北京时间


 
论坛转跳:   
不能在本论坛发表新主题, 不能回复主题, 不能编辑自己的文章, 不能删除自己的文章, 不能发表投票, 您 不可以 发表活动帖子在本论坛, 不能添加附件不能下载文件, 
   热门标签 更多...
   论坛精华荟萃 更多...
   博客热门文章 更多...


海归网二次开发,based on phpbb
Copyright © 2005-2024 Haiguinet.com. All rights reserved.