Ap breaking bad
Transcript of Ap breaking bad
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Um case que deixou todo mundo viciado.
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reaking Bad é uma das séries mais famosas de todos os tempos.
• 10 Primetime emmy awards• 8 satellite awards• 2 gloBos de ouro• livro guinness dos recordes
como o seriado de maior audiência de todos os temPos.
B
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com essa série surgiram 2 grandes desafios:
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/desafio 1
omo anunciar para o público final a estreia da série mais premiada de todos os tempos na rictV record?
C
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omo despertar no público trade a sensação de oportunidade em anunciar no horário da série?
C
/desafio 2
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evando um pouquinho da série até os públicos, é claro.
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/solução desafio 1
ara despertar a atenção do público final, recriamos uma das cenas mais caracterÍsticas do seriado em pontos de grande moVimento,no pr e em sc.
P
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ada passou batido, desde a roupa especÍfica dos personagens principais a uma réplica fiel do motorhome onde a “metanfetamina” era produzida.
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s pessoas tinham a oportunidade de interagir com o cenário, tirar fotos e quem participaVa do quiz especial sobre a rictV ganhaVa uma camiseta exclusiVa.
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té a caracterÍstica fumaça do preparo da metanfetamina foi simulada.
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m emkt também foienViado para ostelespectadorescadastrados,com um link para baixar e montar um papertoy exclusiVo e falando sobre estagrande estreia.
U
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/resultado desafio 1
• 100% dos brindes foram entregues nos dois primeiros dias da ação. •no terceiro dia foi necessário
uma segunda remessa de brindes, que foi totalmente distribuÍda.
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/resultado desafio 1
• interação do publico final com a marca.• aumento de empatia.• só o post da ação na página da beats
contou com 57 compartilhamentos e mais de 10.000 Visualizações.
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ação rePercutiu em vários Blogs, sites, redes sociais…
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e até na televisão:
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s 2 promotores Vestidos como os personagens da série também atacaram as agências de publicidade.
O
/solução desafio 2
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lém de chamarem a atenção e posarem para fotos, distribuiram o plano comercial e “metanfetaminas” para o pessoal.
(na Verdade eram pirulitos azuis triturados no liquidificador para ficarem com a aparência da droga fabricada na série)
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s balas eram entregues pelos promotores com um speech que a rictV leVaVa “the good stuff”.
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m emkt também foienViado para quetodos ficassemsabendo um poucomais sobre a série ebaixassem um papertoy exclusiVo da série para montar.
U
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ação rePercutiu em:Blogs, sites, redes sociais...
/resultado desafio 2
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• 95% das principais agências do pr e sc foram atingidas.• 127 agências do pr e sc receberam a Visita dos promotores.•aumento de 103% em Venda de mÍdia.•pessoas Viciadas na série e equipe da agência craque em preparar “metanfetaminas.