英国皇室经典传播案例的启示

    戛纳电影节对于好莱坞的意义正如戛纳国际创意广告节一直以来对于纽约麦迪逊大道的意义——以及如今对于硅谷的意义。Facebbok、谷歌（Google）和雅虎（Yahoo）的高管们正在法国里维埃拉沐浴着阳光，与来自可口可乐（Coca-Cola）、IBM、以及许多其他手握巨资的财富500强企业的营销主管们谈笑风生。

    在海滩的讨论中，有一个问题已然迫近：当传输平台不断改变——而手机屏幕不适合观看广告时，营销人员如何实现那些伟大的创意呢？Facebook的两位高管——“创新型”老板马克•达西和工程总监安德鲁•博兹•博斯沃思，还有广告界的全明星——Droga5创意公司的大卫•德罗格，在周二与我相约主台，探讨“量化创意”。他们说，伟大的创意需要专注度（简约制胜）、参与性（交流决定规模）、可持续性——最优秀的营销活动能推动运作，形成粉丝团体。

    不过即便是科技达人，也需要从过去吸取商业教训。作为开场白，Facebook的达西讲了一个故事，说的是某营销人员在希望渺茫的情况下进行了一次豪赌，以接触大众。这个故事非常与众不同，极好地切合了主题，因此我问他能否与大家分享。以下便是Facebook全球创意产品总监马克•达西在戛纳对大家讲述的故事。

    今年是戛纳国际广告节60周年庆典。我问自己：过去60年中最伟大的创意是什么？哪位营销家进行了史无前例的造势豪赌？

    我的答案涉及到一家非常传统的全球化机构，他们即将面临史上最重大的一次发布会。公司年仅27岁的新任CEO想选用全新的信息传播平台，而许多专家认为这个想法过于繁琐，可行性未经证明，还是避免为好。

    猜猜这人是谁……

    这位年轻而勇敢的领袖是女王伊丽莎白二世。

    这家机构是英国皇室。

    而这次“发布会”是即将在威斯敏斯特教堂举行的神圣的千年加冕仪式。

    她想要使用的全新信息传播技术是什么？电视。具体说来，是现场直播。

    1953年6月2日，女王在威斯敏斯特教堂加冕。这个仪式对围坐在电视机前的数百万英国公民全程直播，之后传遍全球。这是技术和文化的一次革命。

    很难相信，我们不以为然的电视直播在60年前是一个革新的试验性想法。当时，英国广播公司（BBC）的技术人员和工程师不得不用上国内每一条电视电缆。史上第一次，更多的人通过电视、而不是收音机见证了一场典礼。

    What the Cannes Film Festival is to Hollywood, the Cannes Lions International Festival of Creativity has long been to Madison Avenue—and now to Silicon Valley too. Executives from Facebook (FB) and Google (GOOG) and Yahoo (YHOO) are here on the French Riviera, soaking up sun and connections with the marketing chiefs of Coca-Cola (KO), IBM (IBM), and lots of other Fortune 500 giants that have millions of dollars to spend.

    A question looming seaside: How does a marketer scale big ideas when delivery platforms are shifting constantly—and a mobile screen is a lousy way to view ads? Two executives at Facebook, "creative" boss Mark D'Arcy and director of engineering Andrew "Boz" Bosworth, and an ad-world all-star, David Droga of Droga5, joined me on the main stage Tuesday to talk about "Creativity at Scale." Big ideas, the panelists said, need to be focused (simplicity wins), participatory (connections drive scale) and sustainable--the best marketing campaigns build movements and communities of fans.

    But even tech folks derive business lessons from the past. To kick off our session, Facebook's D'Arcy told a story about an a very unlikely marketer who made a wild bet to reach the masses. The story is so odd and wonderfully relevant that I asked him if I could share it. So here's the story that Mark D'Arcy, Facebook's Head of Global Creative Solutions, told the crowd in Cannes:

    The Cannes Lions advertising Festival is celebrating its 60th anniversary this year. So I asked myself: What was the biggest idea of the last 60 years? Which marketer took the biggest bet to drive scale like never before?"

    My answer involves a very traditional global organization that arguably faced its biggest launch in history. It had a brand new CEO, 27 years old, who wanted to choose a new storytelling platform that many experts said was trivial, unproven and best avoided.

    Guess who it was…

    The brave, young leader was Queen Elizabeth the Second.

    The organization was the British Royal Family.

    And the "launch" was the sacred, 1000-year-old coronation ceremony to be held in Westminster Abbey.

    The radical storytelling technology she employed? Television. Or to be specific, live television.

    On June 2, 1953, as the Queen was crowned in Westminster Abbey, the coronation was shown on live television to millions of people huddled around screens across Great Britain, and then around the world. It was a technical and cultural revolution.

    It's hard to believe that something we all take for granted like live TV was, 60 years ago, a radical, experimental idea. BBC technicians and engineers had to use every single piece of TV cable that existed in the country. And for the first time ever, more people experienced an event through television than on radio.