Streamovacia slu\u017eba Netflix sa v pr\u00edpade 3. s\u00e9rie popul\u00e1rneho sci-fi seri\u00e1lu Stranger Things naozaj nedr\u017eala s PR na uzde. Nedo\u010dkavos\u0165 fan\u00fa\u0161ikov na tento nostalgick\u00fd skvost zasaden\u00fd do 80. rokov vyu\u017eilo hne\u010f viacero ve\u013ek\u00fdch zna\u010diek a tak vznikli ve\u013emi podaren\u00e9 reklamn\u00e9 kampane.<\/strong><\/p><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t Skvel\u00fd pr\u00edklad, ako sa d\u00e1 s dobr\u00fdm n\u00e1padom\u00a0vytvori\u0165 unik\u00e1tne reklamn\u00e9 kampane aj s t\u00fdm, \u010do u\u017e d\u00e1vno pon\u00fakate.<\/strong>\u00a0Upside Down Whopper<\/strong>\u00a0je v podstate klasick\u00fd burger, ktor\u00fd\u00a0patr\u00ed medzi najv\u00e4\u010d\u0161ie klasiky Burger Kingu.<\/strong>\u00a0Tento kr\u00e1t v\u00e1m ho v\u0161ak\u00a0naserv\u00edruj\u00fa \u201cupside-down\u201d, teda dole hlavou<\/strong>\u00a0a v exkluz\u00edvnom tematickom balen\u00ed. Ak ste n\u00e1hodou Stranger Things e\u0161te st\u00e1le nevideli, Upside Down je paraleln\u00e1 dimenzia, ktor\u00e1 je ak\u00fdmsi temn\u00fdm zrkadlen\u00edm norm\u00e1lneho sveta v ktorom sa seri\u00e1l odohr\u00e1va.<\/p> Ako n\u00e1poj v tomto \u0161peci\u00e1lnom menu nem\u00f4\u017ee ch\u00fdba\u0165\u00a0New Coke \u2013 nepodaren\u00fd pokus o zmenu recept\u00fary klasickej Coca-Coly<\/strong>\u00a0z roku 1985, ku ktorej sa tie\u017e dostaneme v \u010fal\u0161om bode.<\/p> Tak\u00fdmto sp\u00f4sobom vznikla\u00a0unik\u00e1tna spolupr\u00e1ca troch gigantov<\/strong>, ktor\u00e1 v marketingovom svete\u00a0nie je ve\u013emi be\u017en\u00e1.<\/strong><\/p> Burger King predstavil t\u00fato marketingov\u00fa kampa\u0148 tak\u00fdmto estetick\u00fdm videom, ktor\u00e9 si m\u00f4\u017eete pozrie\u0165 ni\u017e\u0161ie.<\/p> Ak v\u00e1s zauj\u00edma video produkcia a pre\u010do ju tie najlep\u0161ie spolo\u010dnosti vyu\u017e\u00edvaj\u00fa \u010doraz viac, pre\u010d\u00edtajte si n\u00e1\u0161 \u010dl\u00e1nok \u2013\u00a0\u010co zah\u0155\u0148a video produkcia a pre\u010do ju vyu\u017e\u00edva\u0165.<\/a><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t T\u00e1to ponuka bola dostupn\u00e1 symbolicky v 11-tich americk\u00fdch re\u0161taur\u00e1ci\u00e1ch pod\u013ea jednej z hlavn\u00fdch post\u00e1v Eleven.<\/strong><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div><\/div>\r\n\t\t<\/section>\r\n\t\t\t\t Tento pr\u00edbeh je zauj\u00edmavej\u0161\u00ed a preto mu venujem trochu viac riadkov.<\/strong><\/p> Je rok 1985. V kin\u00e1ch m\u00e1 premi\u00e9ru prv\u00fd Back to the Future (N\u00e1vrat do bud\u00facnosti), Microsoft vyd\u00e1va prv\u00fa verziu najzn\u00e1mej\u0161ieho opera\u010dn\u00e9ho syst\u00e9mu \u2013 Windows 1.0\u00a0 a\u00a0Coca-Cola takmer na 3 mesiace stratila priaze\u0148 svojich vern\u00fdch z\u00e1kazn\u00edkov.<\/strong><\/p> Ako? V roku 1985 toti\u017e\u00a0Coca-Cola pri\u0161la s n\u00e1padom zmeni\u0165 svoju recept\u00faru.<\/strong>\u00a0Na svedom\u00ed to mal legend\u00e1rny\u00a0Pepsi Challenge<\/strong>, reklamn\u00e1 kampa\u0148, ktor\u00e1 bola zalo\u017een\u00e1 na\u00a0testoch chuti naslepo<\/strong>\u00a0a v ktorej samozrejme\u00a0vyhr\u00e1val ich modr\u00fd konkurent.<\/strong>\u00a0Coca-Cola sa rozhodla\u00a0rovnak\u00fd test spravi\u0165 interne<\/strong>\u00a0a \u010duduj sa svete, vy\u0161iel s\u00a0rovnak\u00fdm v\u00fdsledkom.<\/strong>\u00a0Po takomto fiasku sa\u00a0vedenie rozhodlo,<\/strong>\u00a0\u017ee svoju dovtedy iba mierne upravovan\u00fa\u00a099-ro\u010dn\u00fa recept\u00faru nahrad\u00ed novou \u2013 New Coke.<\/strong>\u00a0Prezentovali ju ako\u00a0\u201cjemnej\u0161iu ale z\u00e1rove\u0148 pln\u0161iu, v\u00fdraznej\u0161iu a harmonickej\u0161iu chu\u0165\u201d.<\/strong><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t Tla\u010d sa v\u0161ak zhodla na tom \u017ee nov\u00e1 cola je\u00a0jednoducho slad\u0161ia a viac podobn\u00e1 Pepsi.<\/strong>\u00a0T\u00fdmto krokom si Coca-Cola vysl\u00fa\u017eila viac ako 400 000 telefon\u00e1tov a\u00a0nespo\u010det listov od nespokojn\u00fdch oddan\u00fdch z\u00e1kazn\u00edkov.<\/strong>\u00a0Pod n\u00e1tlakom verejnosti sa ob\u013e\u00faben\u00e1\u00a0Coca-Cola s klasickou recept\u00farou vr\u00e1tila do predajn\u00ed a New Coke bol rebrandovan\u00fd na \u201cCoke II\u201d<\/strong>\u00a0a\u017e k\u00fdm kv\u00f4li malej ob\u013eube postupne nezmizol z povrchu zemsk\u00e9ho.<\/p> Paradoxom je, \u017ee\u00a0v tajn\u00fdch testoch chuti \u201cnov\u00e1 cola\u201d porazila ako svojho predchodcu tak aj Pepsi.<\/strong>\u00a0To dokazuje,\u00a0ak\u00fdm siln\u00fdm n\u00e1strojom je brand<\/strong>\u00a0a ak\u00fa ve\u013ek\u00fa rolu zohr\u00e1va v tomto pr\u00edpade na\u0161a myse\u013e.\u00a0Pokia\u013e sa nie\u010do na \u010do sme boli zvyknut\u00ed stane \u0165a\u017eko dostupn\u00fdm, budeme to chcie\u0165 o to viac.<\/strong>\u00a0Aj t\u00e1to skuto\u010dnos\u0165\u00a0pomohla Coca-Cole dosta\u0165 sa po kauze sp\u00e4\u0165 na vrchol<\/strong>\u00a0a zauja\u0165 miesto naozajstn\u00e9ho kr\u00e1\u013ea ob\u013e\u00faben\u00fdch hned\u00fdch limon\u00e1d.<\/p><\/div><\/div> Je rok 2019 a v\u010faka Stranger Things sa New Coke vracia! Tentokr\u00e1t na poz\u00edcii limitovanej ed\u00edcie a \u201czahr\u00e1\u201d si aj v nieko\u013ek\u00fdch epiz\u00f3dach.<\/strong>\u00a0Cel\u00fa marketingov\u00fa kampa\u0148 dotv\u00e1rala aj\u00a0retro podstr\u00e1nka\u00a0venovan\u00e1 New Coke<\/strong>\u00a0a merchu Stranger Things.<\/p><\/div><\/div>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t Nike sa rozhodol \u00eds\u0165 tajomnej\u0161ou cestou a\u00a0cel\u00e1 marketingov\u00e1 kampa\u0148 sa odha\u013euje postupne pomocou z\u00e1hadn\u00fdch odkazov.<\/strong>\u00a0V\u0161etko za\u010dalo druh\u00fd j\u00fanov\u00fd v\u00edkend, kedy sa\u00a0za\u010dali po New Yorku a Los Angeles objavova\u0165 podivn\u00e9 billboardy,<\/strong>\u00a0ktor\u00e9 obsahovali ve\u013ek\u00fd n\u00e1pis\u00a0\u201cSTRATEN\u00c1 Z\u00c1SIELKA\u201d, telef\u00f3nne \u010d\u00edslo v pr\u00edpade n\u00e1lezu,<\/strong>\u00a0logo Nike a p\u00e1r \u010fal\u0161\u00edch detailov. Pri vyto\u010den\u00ed \u010d\u00edsla sa prehr\u00e1\u00a0kr\u00e1tky klip, ktor\u00fd oznamuje GPS s\u00faradnice a d\u00e1tum 12. j\u00fana.<\/strong>\u00a0GPS s\u00faradnice odkazuj\u00fa na\u00a0parkovisko bl\u00edzko centra Los Angeles.<\/strong><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t Nike sa rozhodol \u00eds\u0165 tajomnej\u0161ou cestou a\u00a0cel\u00e1 marketingov\u00e1 kampa\u0148 sa odha\u013euje postupne pomocou z\u00e1hadn\u00fdch odkazov.<\/strong>\u00a0V\u0161etko za\u010dalo druh\u00fd j\u00fanov\u00fd v\u00edkend, kedy sa\u00a0za\u010dali po New Yorku a Los Angeles objavova\u0165 podivn\u00e9 billboardy,<\/strong>\u00a0ktor\u00e9 obsahovali ve\u013ek\u00fd n\u00e1pis\u00a0\u201cSTRATEN\u00c1 Z\u00c1SIELKA\u201d, telef\u00f3nne \u010d\u00edslo v pr\u00edpade n\u00e1lezu,<\/strong>\u00a0logo Nike a p\u00e1r \u010fal\u0161\u00edch detailov. Pri vyto\u010den\u00ed \u010d\u00edsla sa prehr\u00e1\u00a0kr\u00e1tky klip, ktor\u00fd oznamuje GPS s\u00faradnice a d\u00e1tum 12. j\u00fana.<\/strong>\u00a0GPS s\u00faradnice odkazuj\u00fa na\u00a0parkovisko bl\u00edzko centra Los Angeles.<\/strong><\/p>\t\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t We acknowledge that several shipments from 1985 have gone missing. Please call 1.800.561.1985(\ud83c\uddfa\ud83c\uddf8) with any info. pic.twitter.com\/Lm5LYr5wio<\/a><\/p>— Nike.com (@nikestore) June 10, 2019<\/a><\/blockquote> \t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t