25
2008
06

Uniqlock 让人耳目一新的传播

我在博客右边栏添加了显示时间,音乐和舞蹈的代码,来自UNIQLO(优衣库),一家日本的在线服装销售公司。

该CAMPAIGN刚刚获得嘎纳CANNES TITANIUM LIONS GRANDPRIX。钛狮只发给与众不同的传播活动,一定要是颠覆性的。

作品来自东京PROJECTOR公司。

UNIQLOCK是音乐,舞蹈,时钟的混合体,添加到博客后,它会7X24小时工作,告诉你时间,并伴随着穿着UNIQLO不同服装的舞蹈演员的表演。不同时间的舞蹈不一样,不同季节的服装也不一样,当然天黑了(看你设定的时区),漂亮的舞蹈演员也会趴在桌上睡觉。

代码可以添加在博客上,FACEBOOK上。

做法类似以前汉堡王的公鸡演员的玩法,都需要预先拍摄N多的影片。我查了IE临时文件夹,超多的5秒影片。

不同的是,因为现在有了FACEBOOK,BLOG,YOUTUBE,有更多的玩法,所以才能实现厂家在国际市场上打响名头的要求。

[IMG]upload/2008/6/uniqlock.jpg[/IMG]

[IMG]upload/2008/6/uniqlock1.jpg[/IMG]

 

Description:
UNIQLO was seeking an innovative way to build its brand awareness internationally, and promote its business expansion into the global market. We recognized the 70 million blogs worldwide as a powerful buzz-building media, and created a functional and entertaining blog widget for the bloggers to spread the brand globally. The campaign concept we developed was the fusion of a CLOCK which functions as a blog utility, time signaling MUSIC, and DANCE performance videos with UNIQLO clothing. We named it UNIQLOCK. As a 100% UNIQLO branded widget, this automatically became a tool to connect UNIQLO and the world's bloggers.

Launch And Execution:
As a teaser, we uploaded 16 audition videos onto Youtube. Then we launched the UNIQLOCK site to start distributing the blog widget. The numerous dance videos and the clock counter appearing seamlessly one after another makes the viewers eager to see more. Since the widget plays all-year round, 24/7, the dancers change their outfits according to the season. The bloggers were motivated by seeing the website's world map which visualized the expansion of all of the users. Screensavers and shop installations were also released to enhance the UNIQLOCK experience, from personal desktops to the UNIQLO stores.

Results:
Over 27000 widgets from 76 countries Over 68 million views from 209 countries (widgets + website) Over 500 thousand views on You Tube (the audition videos) Over 175 thousand downloads (screensavers) Over 619 thousand web pages (google) (To Date: 10th January, 2008 )


 

 

[URL=upload/2008/6/uniqlock.flv]uniqlock.flv[/URL]

« 上一篇下一篇 »

发表评论:

◎欢迎参与讨论,请在这里发表您的看法、交流您的观点。