♠ Posted by Unknown in web design & optimization at 09:40
The reason for all this ruckus: Tonight - tonight more precisely - our advertising will air during the Super Bowl. As you can guess, the first for home makes everything a little feverish world appear as the big TV during the sporting event most coveted US / spectacular / publicized of the year is a new challenge and avouons- on, a little creepy.For confession, the rules of football are our (French Wix) about as clear as those of quantum mechanics school in Copenhagen. However, the marketing operations are clear to us and it proved absolutely fascinating. We studied every angle marketing strategy deployed for the occasion and thought it might interest many of you.
But above all, the long version of the pub tonight for you, exclusively:
A prestigious but very human cast:
Imagine: Eric Cantona, Thierry Henry and Jean-Pierre Papin who play their personality (even turning slightly derisively) to the whole of France. Each of the characters involved in advertising is a legend of football - except, of course, Rex Lee, famous for having played the Lloyd fantastic in Entourage. What makes the "scenario" exciting and original, is that they open all companies whose activities are closely related to their public images. For example, Terrel Owens, exceptional player known for his oversized ego launches into the kitchen he called Humble Pies pies. In English, "eat humble pie" means, among other "swallow his pride." One also thinks of the event company founded by Franco Harris named Immaculate receptions (Immaculate Receptions), referring to a miracle play that earned a standing ovation from the star unprecedented fans. 42 years after his famous reception, this reference expression is still connected to our legend in the minds of all football lovers. Thus, all the details have been worked for word with humor to speak directly to the heart of the audience.
To illustrate the idea, just imagine if after his career, Ribery opened a website to promote his linguist activity and broadcast it in a pub in the middle of the World Cup - this being done voluntarily with humor and subtlety. This is of course in any case, to mock or make fun of celebrities, just to present them in a more human way, with the qualities and defects that characterize them. This "desecration" of stars, also to identify with them more easily. Humor, identification and People, are the first three things to remember in this strategy.
Transmedia operation:
As in most campaigns Super Bowl television advertising is only the highlight of the show. The buzz usually creates upstream on social networks, especially Facebook and Twitter. In our case, we opened each player a Facebook page and a Wix site for its fictitious company. One of our main goals was to create a tone in keeping with their personality and put us in their cleats as much as possible to produce "natural" interactions. For several weeks, we have regularly published on various online platforms clips (YouTube), images of their sites and have launched challenges to the public. Players have also used their personal accounts during games between their teams and on different occasions determined according to a specific agenda. For example, we made clips where each player tastes and comments on the famous Humble Pie Terrel Owens so that they relay these videos on their personal accounts.
The content published on social networks, YouTube videos and of course, the websites of the protagonists have fueled the curiosity of Internet users across the United States (and beyond). From the start, Wix has claimed involvement in various publications while taking care to stick to different styles and voices. The long version of advertising Wix (director's cut) was posted on the Web only days before the Great Match. Transmedia campaign to generate buzz, that is the key to a powerful impact. Follow all the adventure on our page (in English):
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