时尚双语:口碑营销：一如MTV欧洲音乐节的VIP票
This contest made people really work for the big prize - but the chance to get VIP tickets to the MTV Europe Music Awards and to possibly announce the winner of a major category on stage during the show motivated more than 3,500 people to apply. Sony Ericsson picked 100 lucky winners (based on their personal submissions) who made the journey from London to Liverpool over a 9 day period for the first ever "Fan Walk." Sony Ericsson was a sponsor of the awards which made it possible to not only to get the tickets but to secure the opportunity for one big music fan to announce the winner of the "best video star" category while millions of people across the continent were watching.
This campaign works on multiple fronts. First of all, Sony Ericsson was able to secure a major incentive to get people excited and to enter - that being the chance to announce an award winner at the show. Next, there is a natural product tie-in for Sony Ericsson - having people listen to music via their Walkman phone as well as map their route via the phone, take photos, capture videos, text friends and more. All of this content is on the campaign website, provided a showcase of great stories by music fans who are now even more bonded with Sony Ericsson than before. The campaign also worked across multiple countries and brought together winners for all over Europe, so building even more local and regional buzz about the campaign.
This campaign is a great example of never letting a "we could never do that" comment in a brainstorm stop you from thinking. And it also shows the power or creating experiences for people to get to know and love your brand, who will in turn tell everyone about thier unique involvement and build a brands reputation through positive word-of-mouth. Well done on all fronts!
这个比赛真正使人们投入到了大奖的争夺中——为了得到MTV欧洲音乐节的VIP票以及可能在面对超过3500名的观众的舞台上宣布主要奖项获得者的机会。索爱从所有的申请者中挑选了100名幸运的赢家，他们将参与到为期9天的从伦敦到利物浦的第一次“歌迷大暴走”行程中。作为该奖赞助商的索爱不仅能得到门票，而且还能决定一位超级歌迷可以在成千上万的观众前宣布谁将获得“最佳影视歌星”奖。
这个比赛能够顺利执行有多方面的原因。首先，索爱能够抓住一个使人非常兴奋并被吸引参与其中的诱饵——在演出时为获奖歌手颁奖的机会。其次，该活动与索爱产品属性相契合——人们可以使用它的音乐手机来听音乐、搜索路线、拍照、拍摄视频、与朋友短信聊天等等。所有的内容都放在活动网站上，它还提供了一个展示平台供歌迷们记录不同寻常的故事，用户的使用黏度比之前更高了。这个活动也在其它多个国家进行，并集合欧洲各地的获奖者，所以该活动建立了更多具有地域性的信息。
这个比赛是一个很好的例子，永远不要让“我们不可能做到”那种一瞬间的想法使你停止思考。这也显示了创造体验来使人们了解并热爱你的品牌的能量，他们转而会告诉每个人他们独特的体验，从而使品牌美誉通过口碑传播来得以实现。
