國外廣告公司簡介(專業(yè)清晰視覺沖擊)ppt103頁-wenkub
2023-03-27 19:22:24 本頁面
【正文】 the month the game was launched – monthly single visits on the new beetle cabrio mini site today. – players have already registered their address ! Campaign Appreciation – Low cost promotion ! – Email sent to the registered users – Bannering on the home page – Bannering on Play the Game site – Emailing via Play the Game list – Word of mouth did the rest! What a buzz! New Buzz Campaign in May 2023 – Volkswagen launch new Polo Fox – 2 month activation (interactive video) on Volkswagen website – Tony Sheraton – Chain mail Message: Hi Fred, You told me once that I could count on you if I needed some help Well, I think I getting where I want。t Zal wel weer een of andere reclame zijn maar toch goed gedaan… – Insertions of certain material were followedup by insertions of other material. This allowed us to be present at many fronts with a variety of material 2. Teasing phase: viral effort – Insertion activation: funny sites 2. Teasing phase: viral effort – Emails to webmasters – Mails were sent to various webmasters to convince them to pick up leads. Webmasters are always on the lookout for new original material and catchy headlines – We assisted them in this by suggesting headlines and matching captions – Close to a hundred webmasters were contacted like that 2. Teasing phase: viral effort – See also appendix 1: mention/review of the teasing phase on (e)marketing sites/blogs – 2. Teasing phase: viral effort Even after the launch… – 2. Teasing phase: viral effort Even after the launch… – – 2. Teasing phase Creative concept Campaign map – – – Creatives Viral effort Results – – – – – – 2. Teasing phase: results – Quick facts: Total traffic: Before product launch: Highest day peak: Language ratio: Number of video views: Peak on number of links: 216,574 unique visitors 102,212 unique visitors 22,025 (Sunday, July 31) NL 57% FR 43% +/ 275,000 (all videos) +/ 250 2. Teasing phase: results – Comparison webvertising vs. viral: (*: see next slide) – Overall figures: ? Paid bannering: ? Viral traffic: – Before product launch: ? Paid bannering: ? Viral traffic: – Within identified top5 referrers: ? MSNBannering: ? Skybannering: ? Main posts stimuli: 73,144 visits (33%)* 143,430 visits (66%) 73,144 visits (60%)* 47,843 visits (40%) 25% of referred traffic 10% 65% of referred traffic 2. Teasing phase: results – Note on accuracy: – Reported unique visitors/visits numbers are guaranteed minimums ? In reality, one can add 1020% to pensate for proxy caching effects (. large corporations frequently surf from a single IP address and all employees count as 1 visitor) – Missing referrer data ? We can not independently confirm (via our referencing counter) the numbers as reported by MSN/Sky but we accept them ? Normally we can confirm these numbers with an error range of about 10% but here it seems to be more like 75% can be result of counting scheme at media reps 2. Teasing phase: results – Cost efficiency report: – Classical bannering will always be necessary to support a campaign but it does not make or break a campaign – Here, the quality of the viral campaign had a far more important effect than bannering – Some figures for costs per click ? Bannering: 20K ! / 73K clicks ! / click ? Viral promotion: ! / 143K clicks ! / click ? Efficiency of viral vs. bannering: x5!! 3. Reveal phase, by Emakina – – 3. Reveal phase Creative concept Campaign map – – Creatives Results – – – 3. Reveal phase: creative concept – Message focusing on: Quality/reliability – – Simplicity Fair price In t
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