Itcg.for.propeller.digital.2012
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Проект Samsung «Кино дома» направлен на продвижение домашних кинотеатров и плееров с технологией Blu-ray через создание уникального контента и тематических подборок фильмов. Он включает в себя брендированный сайт с кинообзорами, конкурсами и образовательными статьями, а также активную поддержку в социальных сетях. Успех проекта выражается в значительном увеличении посещаемости сайта и числа подписчиков в социальных сетях.
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Itcg.for.propeller.digital.2012
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- 2. Комплексный проект Samsung «Кино Дома»
- 3. Комплексный проект Samsung «Кино Дома» Задачи Громко запустить новую линейку Домашних кинотеатров и плееров с технологией Blu-ray Создать и закрепить знание, что качественное видео и звук – это Домашние кинотеатры Samsung с технологией Blu-ray ПОСТРОИТЬ И ЗАКРЕПИТЬ АССОЦИАЦИЮ «КИНО ДОМА = SAMSUNG»
- 4. Комплексный проект Samsung «Кино Дома» Вызов Для домашних кинотеатров платформа «Кино» очень подходящая, но как сделать «заезженную тему»* интересной для пользователей? *на запрос «кино» в Google выпадает 339 000 000 ссылок
- 5. Комплексный проект Samsung «Кино Дома» Инсайт Не знаю, что Каталоги фильмов очень посмотреть обширны – нет времени дома сегодня изучать вечером? Фильмов снято столько, что найти интересное – сложно Что показать ребенку 10-ти лет сегодня вечером? Стыдно не знать классику кинематографа, но…
- 6. Комплексный проект Samsung «Кино Дома» Решение Samsung не просто предлагает качественные домашние кинотеатры, а помогает выбрать фильм для домашнего просмотра Мы предложили пользователям не просто информацию о технике, а и востребованный контент, который соответствует интересам пользователей на все случаи жизни, для любого зрителя
- 7. Комплексный проект Samsung «Кино Дома» Инструменты Был создан уникальный брендированный Сайт Создание уникального контента о кино, которое стоит посмотреть дома на диване Тематические подборки фильмов для различных ЦА (3-4 в неделю): • Лучшие комедии • Самые страшные ужастики • Семейные комедии и т.п. Более 100 тем, более 1500 рецензий на фильмы Дополнительно: образовываем посетителей о том, что такое Blu-ray и в чем его прелесть www.samsung-kino.com.ua
- 9. Комплексный проект Samsung «Кино Дома» Сайт. Тематические кинообзоры
- 10. Комплексный проект Samsung «Кино Дома» Сайт. Образовательные статьи
- 11. Комплексный проект Samsung «Кино Дома» Сайт. Страницы о продуктах
- 12. Комплексный проект Samsung «Кино Дома» Инструменты Конкурс на сайте «Твой Кино-IQ» Идея: • пользователь может определить уровень своих кинознаний Структура теста: • 4 варианта ответов • 3 уровня сложности • 30 секунд на один вопрос • 15 вопросов Период: 2 месяца Пользователи с наилучшими результатами по месячным рейтингам получали подарки В конце активации среди всех участников, которые прошли третий уровень разыгрывался кинотеатр путем случайного выбора
- 13. Комплексный проект Samsung «Кино Дома» Инструменты поддержки Виджеты и брендирование с анонсами кинообзоров Пользователь мог на тематических ресурсах просматривать кинообзоры, представленные на нашем сайте
- 14. Комплексный проект Samsung «Кино Дома» Инструменты поддержки PR поддержка Размещение части кино-обзора на релевантных ресурсах с линком на полную версию на Samsung kino Поддержка в соц сетях Анонсы кинообзоров Анонсы промежуточных результатов конкурса Интересные факты о кино Анонсы образовательных статей о продукте Конкурсы
- 15. Комплексный проект Samsung «Кино Дома» Результаты (Сайт) за 2,5 месяца уникальных посетителей участников конкурса просмотренных страниц (в 3 раза превышен план) на сайте (в 10 раз на каждого посетителя превышен план) Без какой-либо off-line поддержки
- 16. Комплексный проект Samsung «Кино Дома» Результаты (Медиа результаты) за 2,5 месяца охват кампании контактов За счет специальных проектов и нестандартного планирования
- 17. Комплексный проект Samsung «Кино Дома» Результаты (Соц сети) за 2,5 месяца •Facebook - в 5 раз увеличено кол-во фанов •Вконтакте – в 2 раза увеличено кол-во фанов •Одноклассники – создан профиль, достигнуто 2,5 тыс. фанов
- 18. Почему проект был успешен? Актуальный контент!!! сайт конкурс Нестандартная поддержка! виджеты брендирование Работа в соц сетях PR
- 19. REALLY INTERNET ADVERTISING AGENCY www.itcg.ua +380 44 498 23 91