百事可乐酿造病毒式营销奇迹

    《德鲁大叔》采用的这种后向营销模式，其病毒式在线营销早于电视广告播出的时间。因此，百事极的电视广告近乎十拿九稳。尽管如此，视频的创作与开发项目负责人、百事极品牌营销成员塞缪尔•杜博夫指出，《德鲁大叔》必须满足三项主要衡量指标，才能证明它适合登陆电视银屏。《德鲁大叔》必须保证观众的持续关注，抵达该品牌的目标人群，同时能够通过口碑营销形成传播效应。事实上，80%的观众看完了这段时长4分钟的视频，其中82.1%的男性观众（年龄在25至44岁之间）是品牌的核心受众群体，总计500多万观众通过YouTube嵌入播放器观看了视频，也就是说，观众通过媒体网站或Facebook观看了视频。因此，杜博夫和他的营销团队满足了全部三项指标。

    30秒版本的广告将登陆NBA决赛的前三场比赛；另外，百事极还将购买“ESPN接管”类广告位。杜博夫指出，因为百事极当时拍摄视频时是用于在线广告，因此，可以把项目预算的大部分份额用于后期的媒体购买。其他品牌的营销团队必然会密切关注这种模式。鉴于百事与欧文的合同、欧文获得的奖项，再加上决赛来得正是时候，百事极在打破营销传统时占据了若干侥幸因素。但是，百事可乐全力打造优质在线视频，然后在后续投资中见机行事，这种模式的总体思路显然适用于很多品牌。

    “美国橄榄球超级杯大赛式的大型商业广告片方面永远有生存的空间，”杜博夫说。“但是，有了在线营销渠道，我们不妨用点巧劲。”可以预见，其他品牌也会争相采用这种营销模式。但问题的难点在于，如何找到能像德鲁大叔那样的广告形象。

    译者：乔树静/汪皓

    "Uncle Drew" will go about this backwards, with the push for viral online momentum predating the high-profile spot. Pepsi Max is sitting on what is close to a sure thing. Even then, Pepsi Max brand team member Sam Duboff, who led creation and development of the piece, says "Uncle Drew" had to satisfy three major metrics in order to justify its adaptation into a television segment. "Uncle Drew" had to keep viewers engaged, hit the brand's target demographic, and generate its own legs through word of mouth. With 80% of viewers watching through the 4-minute mark, a 82.1% male viewer group that skewed towards the brand's core 25-44 age group, and over 5 million views from embedded YouTube players suggesting the viewer watched over a media site or Facebook (FB), Duboff and his team hit all three.

    The 30-second version of the ad will appear in Games 1, 2, and 3 of the Finals, and Pepsi Max will also buy advertising space towards an "ESPN takeover." Because Pepsi Max filmed the piece for its online efforts, Duboff says it can funnel the lion's share of its project budget into these later media buys. It's a model that other brand marketers will be sure to watch carefully. With Irving under contract and his award and the Finals coming up at the right time, Pepsi Max had several lucky factors break its way. But its general model, to focus on a high-quality online video and then be opportunistic in its follow-up investment, can work for many brands.

    "There's always going to be room for the big, Super Bowl type commercial," Duboff says. "But with online distribution channels, there's room to be craftier." Expect other brands to scramble to add this trick to their strategic arsenal. The hard part will be finding the next character with moves like Uncle Drew's.