分享经典 地球上十年十大在线广告
星期一, 一月 25th, 2010【from阿蚊】
本文主题是关于2000—2009年十年十大online ads。阿蚊的英文蹩脚，简单描述一下吧。
这个榜单是由一批包括AKQA创始人、inskin的首席执行官、GoViral董事会主席在内的数字和网络广告领域的顶级大佬选出。
在刚刚过去的2009年，也有一支病毒广告入选十年十佳阵容。那就是《世界上最好的工作》。是澳大利亚大堡礁的病毒广告。奥巴马的通过网络营销最终获得竞选的campaign也获得第六的好成绩。
而十年最佳由“曼妥思和健怡可乐的实验”获得。。
这个campaign没有经过计划，推出者既不是曼妥思，也不是可口可乐。而是在2006年由Eepybird推出。据不完全统计有60万的人看过这个视频短片。当然这是官方的统计，或许只是代表欧洲的数据。据我所知，在咱中国，看过这个视频的人，绝对不止这个数。
这个实验相信无数网民都有所耳闻。那就是把若干个曼妥思丢到健怡可乐瓶里面，会产生爆炸。想起来了吧？没错，就是它。
这个病毒广告让曼妥思和健怡可乐的知名度迅速飙升。时至今日，这个事件仍被不断传递。
不多说，上榜单。
London, 21 December 2009: GoViral, Europe’s leading distributor of online branded content, announced today that ‘Mentos experiments with Diet Coke’ by Eepybird has topped a poll of 1,099 people to find the most significant online marketing campaign of the decade.
Closely following Eepybird’s experiments was Dove’s ‘Evolution’ campaign in second with ‘Will it Blend’ by Blendtec coming in third (top ten below).
40 campaigns were shortlisted by a panel of digital and online advertising experts including Ajaz Ahmed, founder AKQA, Martin Bailie, head of planning at Glue, Jason Goodman, founder of Albion, Hugo Drayton, CEO at Inskin Media, journalist Gareth Jones and GoViral Chairman Jimmy Maymann. The campaigns were then put to a vote through a global online panel.
Maymann said, “Mentos experiments with Diet Coke by Eepybird was incredibly popular. But what made it a game changer was that initially Mentos and Diet Coke didn’t know about it. It proved conclusively that in the internet age, when it’s so easy for people to create content and broadcast it, brands no longer have full control over their marketing. It also proved that brands who embrace what’s happening around them in social media can go on to achieve incredible results.”
TOP 10 CAMPAIGNS 2000 – 2009
1. 2006: Eepybird.com – Mentos + Diet Coke experiments
(Nominated by: Jimmy Maymann)
This campaign was never planned, neither by The Coca Cola Company nor Mentos. It started out as an experiment by Eepybird. A qualified guess would be that more than 60 million people have seen the clips that made Eepybird, Coke and Mentos internet stars.
2. 2006: Dove – Evolution
(Nominated by Gareth Jones)
A great example of a corporate brand using the web to gain the trust of consumers. Taking internet users behind the scenes of the fashion industry allowed Dove to occupy the moral high ground, no mean feat I think you’ll agree!
3. 2006: Blendtec – Will it blend
(Nominated by: Jimmy Maymann)
Some people and marketing campaigns succeed in life against all odds. Tom Dickson and Blendtec are two great examples. 90 videos and 100 million views later he, Blendtec and “will it blend” are forever part of internet history.
4. 2007: Diesel – Heidis 15mb of fame
(Nominated by: Jimmy Maymann)
Heidis was all the reason Diesel usually succeeds. Doing something the others wouldn’t dare and doing it in a way that is highly surprising – and very sexy.
5. 2004: Burger King – Subserviant Chicken
(Nominated by: Jason Goodman)
A man in a chicken suit willing to do whatever you tell him: what’s not to like? This is undoubtedly one of the most memorable campaigns of all time.
6. 2008:Obama’s online campaign
(Nominated by Martin Bailie, Gareth Jones)
Barack Obama’s digital campaign was truly game changing. A great use of online advertising, social media and mobile allowed Obama to connect with millions of young, influential voters in a way that will act as a blueprint for all future political campaigns.
7. 2000: John West – Bear
(Nominated by Gareth Jones & Jimmy Maymann)
One of the most forwarded videos ever, Leo Burnett’s ad featuring a kickboxing Kodiac bear arguably marked the birth of viral marketing.
8. 2009: Tourism Queensland – Best Job in the World
(Nominated by Gareth Jones)
This campaign extended far beyond the web to effectively become the world’s greatest PR stunt – generating more than £50m of equivalent paid-for ad space. Anyone still need convincing of the power of social media? No, I didn’t think so.
9. 2008: Burger King – Whopper sacrifice
(Nominated by: Jason Goodman)
Delete ten friends and get a free whopper. Eventually removed by Facebook itself. Genius because it tapped into an existing truth – everyone has friends on Facebook you care so little about, you’d swap them for a whopper.
10. 2008: Cadbury’s – Gorilla
(Nominated by Hugo Drayton)
This was a game-changer in its humour, broad appeal and in showcasing that digital advertising can reach a wider (non-web-centric) audience.