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雀巢《KIT KAT》互动营销案例

雀巢《KIT KAT》互动营销案例

In a first for Nestle, a new Kit Kat product variant is being launched entirely online. JWT and RMG Connect Sydney have created the digital launch for the new Kit Kat Cookies and Cream.

雀巢(Nestle)公司,新产品KitKat产品已经上市,JWT(智威汤逊)和RMG(互动公司)为雀巢的KitKat新产品所做的数字互动项目也已经上线!

The Australian reports "The company will spend about $1 million, more than 70 per cent of which will go to social media websites such as MySpace, to promote the face of Kit Kat Chunky: a character called Hans Fagerlund. Significantly, Nestle confectionary will not use any traditional media to promote the brand. "

之前来自澳大利亚媒体的报道:“雀巢公司讲花费一百万美元,而超过百分之70将用于社交网络(比如MySpace.com),通过这个来促销(推广)矮个子KitKat:一个非常有个性的人,名字叫Hans Fagerlund;很明星,雀巢公司将不在投入太多的钱再传统的媒体上面,来促销这个新品牌(产品)”



Hans Fagerlund 



Facebook.com插件页面 得有Facebook帐户才能用哦!


视频短片!



YouTbue上主页



MySpace.com上主页

 



Facebook上Hans Fagerlund 的个人主页 同样得用facebook帐户才成哦!


The JWT/RMG campaign has been created specifically for digital communication and the content has been created to engage, play and share predominantly via social networking media. The digital media mix includes social networking & video sharing sites, instant messaging, search, mobile and interactive video banner ads.

JWT/RMG公司创造了一个特别的数字新营销传播案例,在社交媒体内和网民进行互动传播。这个数字整合案例包括了社交网络、视频分享、即时信息、搜索、手机、互动视频广告等等传播方案。

In comments to The Australian, John Broome, Nestle's confectionery head of marketing said "that five years ago the money would have gone to television, radio and outdoor, but the internet and social media were now better for generating word-of-mouth among teens."

同样来着澳大利亚媒体的报道,John Broome,雀巢公司的(糖果食品)营销总监说,“在五年前,我们会把钱花在电视、广播、户外,但现在互联网和社交网络在青少年中是最好的口碑传播方式了”

 WebSite:http://www.chungachampionship.com.au/

 

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标签:食品饮料营销 雀巢广告 社会化营销 智威汤逊广告公司

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评论(2)
请勿刷评论,否则禁号!
排骨老五2018-04-28 09:52:28 回复
同意楼上,如果不看介绍,确实是不知道传达的是什么
rafael7152015-05-25 14:34:02 回复
看不明白
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