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新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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(Digicase新媒体案例)咖啡杯上的早新闻 二维码里的发行量  

2012-05-16 11:11:29|  分类: 默认分类 |  标签: |举报 |字号 订阅

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(Digicase新媒体案例)咖啡杯上的早新闻 二维码里的发行量 - liblog - Liblog 第九传媒
 
新媒体不能让报纸重获新生,但是可以暂缓流星般的颓势。让读者重新拿起报纸最关键的是要找到你的读者在哪里。Gulf News 是阿联酋的一份报纸,最近,他们和一家咖啡连锁店合作,把每个小时的新闻标题印在咖啡杯的手托上,在品尝咖啡的时候,很多人都会流览下上面的新闻,甚至会手贱通过短链接和二维码去访问报纸的Twitter账户和网站。2.8%的报纸订阅增长源于这样的简单和直接。


案例分析:

Brief: Gulf News, the UAE’s leading English daily newspaper, wanted to reach even more readers and convert them into subscribers. Our target was to gain 1.5% more subscribers, help promote their twitter channel and increase traffic to the Gulf News website by at least 25%.

Strategy: Consumption habit suggests that people read newspapers while having their morning cup of coffee. Tim Hortons is one of our clients in the UAE and they serve 35-50,000 coffees per month, per outlet. Realising its untapped potential, we decided to create a campaign around them to meet our target.

Idea: Since fresh news goes well with fresh coffee, we adapted the coffee cup sleeve of Tim Hortons, a global coffee chain, into an advertising medium and we created The ‘Headline News’ Cup Sleeve. Every cup. Every hour. Every day. When Tim Hortons customers received a cup of coffee, they also received the headline news of the hour, printed using a special printer that pulled out tweets from the Gulf News Twitter account. The short URL and QR code on the sleeve then directed them to the Gulf News website where they could read the full story.

Relevance: Timing is everything. So we interacted with our readers when they normally read the newspaper — when they enjoy their freshly brewed coffee. The ‘Headline News’ Cup Sleeve allowed us to be the
first throughout the day to deliver breaking news to potential subscribers and make a meaningful connection with them.

Results:
? Until now, over 1,440 headline tweets have been printed on more than 840,000 coffee cups.
? More than 2,900 new Gulf News Twitter followers in the first two weeks of the campaign launch.
? The traffic on the Gulf News website grew by 41%.
? Subscription’s up by 2.8% so far.
? We’re rolling out this project in Tim Hortons outlets across the UAE and in 14 new outlets soon to be opened.

Advertising Agency: Y&R, Dubai, UAE
Chief Creative Officer: Shahir Zag
Creative Director / Copywriter: Shahir Zag
Creative Director / Art Director: Joseph Bihag
Copywriter: William Mathovani
Head of Production: Amin Soltani
Agency Producer: Leng Panganiban
Business Director: Zaakesh Mulla
Account Director: Kandarp Baxi
Technical Developer: Pixel Plus Media
Photographers: Mojtaba KomeiliArturo D. Smith
Editor: Subash Mishra

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