im2.0互动营销上海: 奥利奥 放飞童真一起玩
2012/9/17 0:00:008834

Describe Mission
在中国有3亿多家庭,孩子们每天都把时间花在学习上,父母们则分分秒秒都在为孩子的将来打拼,巨大的生活压力,让父母和孩子的距离越来越远。奥利奥希望通过“扭一扭、舔一舔、泡一泡”的亲子方式,让父母与孩子做回孩子,让他们更亲近。

There are more than 300 million families in China. Children take most of time on study, and their parents work hard for their future. The pressures from life make them getting farther and farther.
Twist Lick Dunk! Oreo wants to get parents and children all back to children and get them closer again.

Describe Idea
放飞童真一起玩,为全国家庭创造了一场新鲜又好玩的长期网络活动,每月有4个有趣又过瘾的童真任务,让父母和孩子从线上到线下都参与其中,体会到做回孩子的乐趣。
这不仅仅是一些身体力行的活动,而是真正意义上的让父母和孩子互动起来。
Celebrating the kid inside, which is to create a fresh, fun, long-term network activity. Parents and children will experience the enjoyment of being back to kids by completing 4 interesting childlike missions every month. This is a real interactive between parents and children, but not only physical exercises.

Describe results
上线仅仅6周,这个活动就成功吸引了25684922个用户,领取了25166199个童真任务,上传了2171614篇日志,超过93581的用户通过这次活动购买了奥利奥产品。

Only 6 weeks, it attracted 25684922 users, received 25166199 childlike missions. 2171614 blogs are uploaded, and more than 93581 users bought Oreo products through the activity.  

Additional Point
活动还联合了中国最大的社交网络腾讯、微博,开发了许多社交应用。
更多中国家庭学会了用“扭一扭、舔一舔、泡一泡”来吃奥利奥,也学会了用“扭一扭、舔一舔、泡一泡”来表达亲子之间的爱。

Besides, it also developed many social applications with the biggest social media Tencent, Weibo in China.

More Chinese families learnt” Twist, Lick and Dunk” to eat Oreo; meanwhile they learnt how to express love between parents and children by “Twist Lick and Dunk”.

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Credits

Creative
Executive Creative Director
Allen Lee
Associate Creative Director
Abel Wang
Senior Copy
Avril Jin
Associate Art director
Cynthia Yao

Account
Group Account Director
Kevin Zhu
Account Director
Abner Wang
Account Manager
Winnie Wang
Account Executive
Stella Dong

Production
Production Director
Itsuki Wang
Project Manager
Lin Qinglin
Project Executive
Zhao Wei
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