我好奇故我在

最近感覺到美國的電視廣告跟網路廣告，內容有不同的走向區隔。前者是很官方、很品牌、很正式；後者就是很個別風味、可以突破品牌規範限制、很輕鬆。

美國漢堡連鎖店Carl's Jr.，除了在TVC投資外，以下是TVC內容：


另外在網路上也分別投資了：

• youtube 成立Carl's Jr.頻道，廣告的創意延續之前Paris Hilton Eating A Burger，邀請九個youtube明星講他們怎樣吃漢堡的故事，youtube的影片渲染力甚至超過電視的TVC。http://www.youtube.com/user/CarlsJr
• facebook 成立粉絲團，愛好者集中地。http://www.facebook.com/carlsjr?ref=mf
• twitter也有露出，但很不幸變成客訴中心。http://www.twitter.com/carlsjr
• Carl's Jr.官網則是走高質感路線，只有放電視TVC內容：http://www.carlsjr.com/

在網路的廣告內容呈現上，有幾個策略點(source: http://thefutureofads.com/carls-jr-uses-youtube-stars-for-online-video-success)

1. Create original content – Instead of trying to push existing assets online with banner ads and video buys, a smart company will reach out to prominent users and elicit their help with creating original content that will appeal to that user’s existing fanbase.
   利用youtube頻道的名人既有fans的基礎，藉由名人所拍的影片推銷給fans，加速傳播。
2. Involve the viewer – If online content is good, viewers will often want to emulate the campaign with creative of their own, so smart companies will encourage that response and find ways of compensating users that go above and beyond to engage with the brand by creating videos of their own. In this case, each sponsored video ended with a call out by the star to the viewers to encourage them to make their own ‘How do you eat yours?’ video. As a result, while most pure UGC campaigns require a huge prize or some other promise of fame and fortune to get a response, this campaign is fueled by viewers’ desire to relate to the personality behind the video, and the compensation is the fact that the star might actually see the video response. A UGC video response campaign also doesn’t have to cost a lot when using YouTube, since the site’s built-in video response feature and viral sharing tools mean the backend is already in place for a campaign with little to no effort required from the sponsor company.
   讓觀賞者參與，由於網路名人個性容易引起模仿，加上輔以影片ending問所有觀眾「how do you eat yours?」期望引起迴響。有別於一般名利誘因，此campaign花小錢就可以擁有消費者自製的內容(user generated content)。這些消費者自製的影片內容，被列入youtube Carl's Jr.頻道中的「我的最愛」，目前看到有20支。
3. Give creative freedom – Too often, companies get online stars involved in their campaigns and then limit what they can say and do, or try too hard to keep them on brand...By giving the content creators more creative control, the videos will be more original and more unique, the views will be higher, and the costs associated with trying to control the message will be much, much lower.
   給予創意的自由，影片的內容會更原汁、更獨特，也就有更多人看。

第一支Youtube廣告，自從6月3日上線，至今天7月3日，已經有二百六十萬閱覽次數。下面片子的主角是一個兩人團體叫Nigahiga，定位喜劇演員，是目前youtube第二大的訂閱頻道。講話速度超快！至於後續的廣告又打回香豔美女牌。


PS: 此漢堡的產品線有一個叫「xxx Six Dollar Burger」，譬如「Jalapeno Six Dollar Burger」墨西哥綠辣椒六元漢堡，但是不一定賣六元。