презентация кейс Lbl+риа ои сочи 2014
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Документ описывает кейс национального хост-агентства зимних игр 2014, который включает совместный проект с коммуникационной группой LBL для продвижения олимпийских и паралимпийских ценностей. Основная задача состояла в максимальном охвате целевых групп через различные медиаформаты, включая онлайн и офлайн, с использованием технологий для создания информативных продуктов и рекламной кампании. Результаты включают широкий медийный охват, взаимодействие с более чем 10 миллионами читателей и 6 миллионами подписчиков в социальных сетях.
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презентация кейс Lbl+риа ои сочи 2014
- 1. Вдохновляем побеждать: кейс национального хост- агентства Зимних игр 2014 Совместный проект с коммуникационной группой LBL
- 2. Предоставление статуса хост-агентства Олимпиады и Паралимпиады 2014 от МОК >Задача: максимальное распространения материалов об ОИ и Паралимпиаде среди ключевых целевых групп: • b2b (проф.сообщество, СМИ, подписчики) • b2c (широкая аудитория) >Решение: • создание продуктов для b2b и b2c, • максимальное размывание границ в медиапотреблении: онлайн+офлайн, использование
- 3. Медийный охват проектов РИА Новости по освещению Сочи 2014 > 1 000 СМИ > 10 млн онлайн > 75 млн на улицах России > 6 млн в социальных сетях > 1 млн посетителей на выставках
- 4. Продукты для бизнеса > Новости Олимпийских игр > R-Sport News Service > Фотопакет Зимних Игр 2014 > Мультимедийный Пакет Зимних Игр 2014
- 5. Фотобанк РИА Новости Дальневосточный федеральный округ 8% Приволжский федеральный округ 15% Северо- Западный федеральный округ 10% Северо- Кавказский федеральный округ 1% Сибирский федеральный округ 22% Уральский федеральный округ 11% Центральный федеральный округ 23% Южный федеральный округ 10% • 500+ подписчиков • Бесплатные олимпийские фотографии • «Очищенные» права на период Олимпиады
- 6. Интернет-проекты > 10 млн читателей 6 языков 9 проектов
- 8. Мобильные приложения для фанатов «Зимние Игры 2014»: оперативная информация и статистика Расписания всех соревнований
- 9. «Второй экран» с Первым каналом Дополнительная информация во время трансляций Возможность задать вопрос
- 11. Страницы и проекты в социальных сетях > 6 млн подписчиков 8 языков 4 проекта
- 12. Фото в социальных сетях РИА Фото в Twitter Обратный отсчет с Instagram
- 14. «Вдохновляем побеждать» > Легенда в коммуникации РИА Новости в статусе национального хост-агентства и национального фотопула Зимних игр 2014 года в Сочи вдохновляет нацию побеждать вместе с российской олимпийской и паралимпийской сборной.
- 15. «Вдохновляем побеждать» >Задача: • приобщение к олимпийским и паралимпийским ценностям широкой аудитории • убрать границы в медиапотреблении: связать оперативность онлайн с возможностями воздействия и охвата, который дает digital в офлайн >Решение: • разделение рекламной кампании на три флайта: до Игр (100 и 50 дней), между Играми и во время • использование digital технологии для большего охвата (оперативное получение информациии размещение)
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- 17. Размещение на медиафасадах LBL Коммуникационная группа LBL поддержала проект, обеспечивая размещение лучших фотомоментов Олимпиады на собственных медиафасадах.
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- 19. Суммарная аудитория 33,5 млн. OTS Медиафасады LBL находятся на Ленинградском, Можайском и Волоколамском шоссе. Медиафасад «Гидропроект» (Волоколамское шоссе,2) является самым большим в России и Европе. Его площадь – 3 840 кв.м.