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抢单成功!汉堡王×谷歌地图广告直接偷家

源泉 2025-03-21
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梁玟玟 自由撰稿人 关注
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案例评分: 8.0 分 / 共4人评分

把自家广告打到竞争对手门口是什么样的操作?


最近巴西汉堡王的一项营销活动真的做到了。


3.15开始,巴西最重要的消费周到来,为了刺激消费,汉堡王与谷歌地图合作,直接将自家优惠券投放到了所有竞争对手的地图搜索界面。


是的,全巴西24个州,1000多家竞争对手的餐厅地图详情页上都被打上了汉堡王的优惠券广告。


Burger-King.4mC8WSTF.png



这一洞察源自一个简单的事实:竞争对手往往在 Google 搜索中处于领先地位。但这一次,在消费者日,搜索竞争对手的人最终找到了选择汉堡王® 的理由。


每当消费者在 Google 上搜索竞争对手的餐厅时,他们都会在 Google 地图上这些地点的照片部分看到嵌入的独家汉堡王折扣券——Google 地图是决定在哪里吃饭的最常用工具之一。


Zamp 营销副总裁 Igor Puga 表示:“这个想法很简单:如果你不是谷歌上搜索次数最多的品牌,那就努力成为购买次数最多的品牌。”


该策略完全是有机的,利用 Google 本身来激发参与和对话——使用一项面向所有用户的免费功能:本地向导。该计划巩固了汉堡王的声誉,即大胆的宣传活动,其成本低于竞争对手,但创造了巨大的轰动效应和媒体影响力。


此次活动由该公司与负责该活动的机构 Almap 联合开展,并被艾菲指数评为全球最有效的活动。


在消费者周期间,信息很明确:消费者可能会开始寻找竞争对手,但最终他们会找到选择汉堡王的理由。

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ALMAP BBDO 巴西

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2025-03-21

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