全病毒编辑本段回目录
These success stories are telling marketers that big numbers are within reach. But how do you go about creating a campaign capable of capturing a mass audience? Is it through deep data analysis, or could the secret be something less tangible?此二者的成功故事，向营销人员们说明：天文数字也可以伸手探取。但是，究竟怎样才能琢磨出吸引万千观者的广告方案呢？难道是深入的数据分析，还是说，有更加具体的秘诀在其中呢？
As the following case studies with Tipp-Ex and French Connection show, real-time data analysis during and after the process, combined with an unexpected and interactive narrative, are the foundations on which a campaign can be built.
接下来我们分析Tipp-Ex和French Connection两个案例，既有过程中与过程后的实时数据分析，也结合非传统、强互动的介绍，揭示出广告究竟建立与何种基础之上。
TIPP-EXTipp-EX
Shoot the Bear
“射熊”
Client : BIC
客户：BIC
Agency: Buzzman
广告制作：Buzzman
Search: ‘NSFW. A hunter shoots a bear!’
搜索关键字：NSFW. A hunter shoots a bear!
*按：互动视频，无法完整转载。欲完整观看，请自行访问该本不该存在的网站：
http://youtube.com/watch?v=4ba1BqJ4S2M
或采用某好玩的玩意观看：
http://v.laobubu.net//watch.php?id=4ba1BqJ4S2M
Shoot the Bear was Tipp-Ex’s web debut. The briefing given to Buzzman, the Paris-based creative agency behind the campaign, defined its goals as: ‘To raise short-term brand awareness and to be on top of customers’ shopping lists. To go Europe-wide and tell the story of how the product is used.’ Surprisingly, going digital wasn’t part of it, but after mining data on YouTube’s most popular videos, Buzzman came up with a viral ad titled NSFW. A hunter shoots a bear!
射熊视频是Tipp-Ex首次出现在网络上。广告幕后，位于巴黎的制作方Buzzman收到的简报中这样描述其目标：“提高短期品牌知名度，在消费者的购物单上排在头位。影响遍及欧洲，讲述产品如何使用的故事。”数字化反倒意外地没有写在其中。然而，Buzzman在挖掘了YouTube最高人气视频的数据之后，搞出了这个病毒视频，命名为《上班不宜。猎人打死熊！》(NFSW. A hunter shoots a bear!)
In the 30-second clip, a hunter in a forest is approached by a bear. Users are asked whether the hunter should shoot the bear, and their decision leads to a second video which sees the hunter reach out of the player to grab a Tipp-Ex Pocket Mouse from what appears to be a static ad and erase the word ‘shoots’ from the title. Viewers are then invited to write whatever they want in the blanked-out space and watch as the hunter does exactly what they’ve written.影片长30秒，拍的是森林中一位猎人被熊迫近的场面，然后询问用户猎人是否应该射杀这头熊，而用户选择后跳转到第二个视频，其中猎人的手伸出播放器，从一个静态广告上抓起Tipp-Ex修正带，擦掉了标题上“打死”字样，接着邀请用户在空出来的地方填入单词，猎人会按他们填入的指令，遵命行动。
“We produced 42 scenes,” reveals Thomas Granger, Managing Director at Buzzman, “with one search query for each scene. Based on a survey, we found that for each query – let’s say ‘plays with’ as an example – there were 40-60 words used by respondents to express the notion of ‘play’. So whenever somebody types in one of these expressions, the query leads them straight to the specific scene. Real-time data showed us which scenes were hot and which were not. That’s a great source for identifying what YouTube viewers want and telling us how to react.
“我们制作了42个短片，”Buzzman常务董事，Thomas Granger披露说，“每个场景都对应一个搜索查询(search query)。我们根据一个调查发现，每个查询——比方说‘玩’——会有40到60个用户提出的词，解释‘玩’的内涵。所以，如果有人输入这些表达，查询就会带他们跳到特定的短片。实时的数据告诉我们哪些视频人气旺，哪些不旺。想要找出YouTube观众喜欢什么，我们怎么回应，这是绝佳素材。”
“To maximise the chance of people clicking on the video and increase viewing numbers,” he continues, “we first had to analyse code and implement certain technical solutions within YouTube’s guidelines. This is where the ‘NSFW’ in the video title comes in – it stands for ‘Not Safe For Work’. We checked all the most viewed videos on YouTube. We analysed people’s behaviour, and when we examined all this data we were pretty sure that we didn’t want a branded video or our own Tipp-Ex video channel. It became pretty clear that a simple video on the main YouTube platform was the right thing to do. A video with the look and feel of a video shot on a mobile phone by you or me. The data taught us that we need to surprise the viewer – and that’s what we did at the end when the hunter starts freaking out. This is where interactivity kicks in. People love being involved – being part of the story.”
他接着说：“为了令大家点击视频的机会达到最大，也为了增加观看人数，我们首先必须分析代码，在YouTube的导引下实现技术。所以才有标题里的‘上班不宜’一说。我们又查看了YouTube全站人气最高的视频，分析了大家的行为，在仔细看这些数据的时候我们就很肯定，绝不要做写明了品牌的广告视频，也不要搞单独的Tipp-Ex频道。很明显，YouTube主要平台上的简单视频，感觉是随便哪个人拿手机拍的小视频，就是最佳方案。数据还告诉我们，必须要给观众惊喜——于是就在猎人开始抓狂的时候做了那个玩意，互动就来了。大家都喜欢互动——成为故事里的一分子。”
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