{"id":3508,"date":"2022-09-15T10:00:00","date_gmt":"2022-09-15T08:00:00","guid":{"rendered":"https:\/\/www.socialsharks.cz\/blog\/2022\/09\/15\/jak-se-poklidny-cajovy-dychanek-zmenil-v-napinavou-hru\/"},"modified":"2025-12-19T18:22:26","modified_gmt":"2025-12-19T17:22:26","slug":"jak-se-poklidny-cajovy-dychanek-zmenil-v-napinavou-hru","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2022\/09\/15\/jak-se-poklidny-cajovy-dychanek-zmenil-v-napinavou-hru\/","title":{"rendered":"Jak se poklidn\u00fd \u010dajov\u00fd d\u00fdch\u00e1nek zm\u011bnil v nap\u00ednavou hru"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Ve spot\u0159ebitelsk\u00e9 kampani Cesta za pokladem<\/strong> pro zna\u010dku \u010daj\u016f Loyd jsme si usrkli po\u0159\u00e1dn\u00fd dou\u0161ek.<\/p>\n\n\n\n

T\u0159i sout\u011b\u017en\u00ed kola se to\u010dila kolem pokladu v \u010dajov\u00fdch krabi\u010dk\u00e1ch i v messengeru. Propojen\u00edm offline a online sv\u011bta jsme dostali do hry t\u00e9m\u011b\u0159 50 tis\u00edc lid\u00ed.<\/strong><\/p>\n\n\n\n

Nav\u00e1zali jsme na \u00fasp\u011b\u0161nou kampa\u0148, kterou jsme pro zna\u010dku p\u0159ipravovali v roce 2019. Krom sout\u011b\u017en\u00edch k\u00f3d\u016f v produktech z\u016fstalo stejn\u00e9 i hlavn\u00ed zad\u00e1n\u00ed, a to podpo\u0159it prodeje \u010daj\u016f Loyd. Tentokr\u00e1t jsme v\u0161ak m\u00edsto \u0159e\u0161en\u00ed z\u00e1hady ve starobyl\u00e9m s\u00eddle vyrazili za dobrodru\u017estv\u00edm ven na proslul\u00e1 m\u00edsta star\u00e9 Anglie. P\u0159itom jsme v\u0161ak nep\u0159ekro\u010dili pomysln\u00fd pr\u00e1h chatbota.<\/p>\n\n\n\n

3 je v\u00edce ne\u017e 2<\/h3>\n\n\n\n

<\/p>\n\n\n\n

Jak jsme na to \u0161li? K\u00f3dy ukryt\u00e9 pod v\u00ed\u010dky \u010dajov\u00fdch krabi\u010dek sout\u011b\u017e\u00edc\u00ed pos\u00edlali do messengeru str\u00e1nky Loyd. Tam jejich validitu ov\u011b\u0159oval bot, kter\u00fd ka\u017ed\u00fd platn\u00fd k\u00f3d odm\u011b\u0148oval 10% slevou na n\u00e1kup v e-shopu Knihy Dobrovsk\u00fd.<\/p>\n\n\n\n

Vlo\u017een\u00edm k\u00f3du se spot\u0159ebitel\u00e9 nav\u00edc dostali do slosov\u00e1n\u00ed o dal\u0161\u00ed v\u011bcn\u00e9 ceny. \u010c\u00edm v\u00edc k\u00f3d\u016f n\u00e1m poslali, t\u00edm v\u011bt\u0161\u00ed \u0161anci m\u011bli vyhr\u00e1t plech\u00e1\u010dky Loyd, pouk\u00e1zky na n\u00e1kup knih a e-book \u010dte\u010dky.<\/strong> Ve dvou kolech bylo vylosov\u00e1no celkem 680 v\u00fdherc\u016f.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Na z\u00e1klad\u011b poznatk\u016f z p\u0159ede\u0161l\u00e9 kampan\u011b jsme po\u010d\u00edtali s t\u00edm, \u017ee se lid\u00e9 budou do na\u0161eho chatbotu r\u00e1di vracet i po jej\u00edm skon\u010den\u00ed.\u00a0Sout\u011b\u017e jsme proto roz\u0161\u00ed\u0159ili o t\u0159et\u00ed bonusov\u00e9 kolo<\/strong>,\u00a0kter\u00fdm jsme nav\u00edc motivovali u\u017eivatele dohr\u00e1t p\u0159\u00edb\u011bh v messenger botu.\u00a0<\/strong>V\u00edt\u011bze jsme toti\u017e losovali ze v\u0161ech \u00fasp\u011b\u0161n\u00fdch \u0159e\u0161itel\u016f cel\u00e9 z\u00e1hady. Tento p\u0159\u00edstup maximalizoval \u010das str\u00e1ven\u00fd s brandem a z\u00e1rove\u0148 d\u00e1val na\u0161im fanou\u0161k\u016fm \u0161anci na posledn\u00ed v\u00fdhru.<\/p>\n\n\n\n

Anglick\u00fd \u0161lechtic v hlavn\u00ed roli<\/h3>\n\n\n\n

<\/p>\n\n\n\n

Po dvou letech od posledn\u00ed kampan\u011b o sob\u011b dal op\u011bt v\u011bd\u011bt Lord Loyd<\/strong>. Velk\u00fd milovn\u00edk \u010daje a knih doprov\u00e1zel na\u0161e fanou\u0161ky po cel\u00fdch p\u011bt m\u011bs\u00edc\u016f kampan\u011b.<\/strong> Objevil se na sout\u011b\u017en\u00edch krabi\u010dk\u00e1ch v obchodn\u00edch \u0159et\u011bzc\u00edch po cel\u00e9 \u010cesk\u00e9 republice a vydal se tak\u00e9 na nap\u00ednavou cestu za pokladem v messengeru str\u00e1nky Loyd.<\/p>\n\n\n\n

Hr\u00e1\u010de jsme provedli n\u011bkolika lokalitami<\/strong>\u00a0Velk\u00e9 Brit\u00e1nie<\/strong>, od Edinburghu p\u0159es Lochnesk\u00e9 jezero a\u017e po ostrov Skye. P\u0159i putov\u00e1n\u00ed potk\u00e1vali dal\u0161\u00ed postavy p\u0159\u00edb\u011bhu a \u0159e\u0161ili spoustu z\u00e1hadn\u00fdch \u0161ifer a logick\u00fdch r\u00e9bus\u016f.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Probudili jsme detektivn\u00ed du\u0161e<\/h3>\n\n\n\n

<\/p>\n\n\n\n

V messenger botu jsme naprogramovali t\u0159\u00edd\u00edlnou<\/strong> interaktivn\u00ed hru<\/strong>, kterou mohli u\u017eivatel\u00e9 sv\u00fdmi rozhodnut\u00edmi sami ovliv\u0148ovat<\/strong>. P\u0159\u00edb\u011bh vydal na v\u00edce ne\u017e 60 normostran textu dopln\u011bn\u00e9ho o stovku origin\u00e1ln\u00edch ilustrac\u00ed z na\u0161\u00ed d\u00edlny.<\/p>\n\n\n\n

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\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

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Dlouhodob\u011b\u00a0propojujeme zna\u010dku Loyd s<\/strong>\u00a0kni\u017en\u00ed kulturou<\/strong>. Poutav\u00e1 pov\u00eddka a odm\u011bna na konci p\u0159it\u00e1hly pozornost (nejen) ost\u0159\u00edlen\u00fdch detektiv\u016f. Aby se u\u017eivatel\u00e9 dostali a\u017e k n\u00ed, museli p\u0159ij\u00edt na kloub v\u0161em zapeklit\u00fdm h\u00e1dank\u00e1m.<\/p>\n\n\n\n

Komunikace na s\u00edt\u00edch<\/h3>\n\n\n\n

Po dobu kampan\u011b jsme na soci\u00e1ln\u00edch s\u00edt\u00edch motivovali k zapojen\u00ed do sout\u011b\u017ee, a to skrz origin\u00e1ln\u00ed posty se sout\u011b\u017en\u00edmi \u010dajov\u00fdmi krabi\u010dkami \u010di grafikou, kter\u00e1 nechala fanou\u0161ky nahl\u00e9dnout do p\u0159\u00edb\u011bhu odehr\u00e1vaj\u00edc\u00edm se v chatbotu<\/strong>. A nechyb\u011bla ani ilustrovan\u00e1 teasingov\u00e1 videa k za\u010d\u00e1tku ka\u017ed\u00e9 \u010d\u00e1sti kampan\u011b.<\/p>\n\n\n\n

Nav\u00edc jsme vytvo\u0159ili i microsite s pravidly a dv\u011bma zp\u016fsoby, jak se zapojit do sout\u011b\u017ee. Odkaz na ni \u0161lo naj\u00edt nap\u0159\u00edklad p\u0159\u00edmo na \u010dajov\u00fdch krabi\u010dk\u00e1ch.<\/p>\n\n\n\n

Mezi na\u0161imi fanou\u0161ky jsme sklidili velk\u00fd \u00fasp\u011bch. V koment\u00e1\u0159\u00edch se radili o \u0159e\u0161en\u00ed obt\u00ed\u017en\u011bj\u0161\u00edch \u00fakol\u016f a do\u017eadovali se pokra\u010dov\u00e1n\u00ed p\u0159\u00edb\u011bhu.<\/strong> Na kampa\u0148 jsme alokovali speci\u00e1ln\u00ed customer care <\/strong>t\u00fdm, kter\u00fd se publiku mohl neust\u00e1le v\u011bnovat jak v koment\u00e1\u0159\u00edch, tak v soukrom\u00fdch zpr\u00e1v\u00e1ch.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Podtr\u017eeno, se\u010dteno<\/h3>\n\n\n\n

<\/p>\n\n\n\n

Spot\u0159ebitelsk\u00e1 kampa\u0148 Cesta za pokladem naplnila a v mnoh\u00e9m p\u0159ekonala na\u0161e o\u010dek\u00e1v\u00e1n\u00ed a c\u00edle.<\/p>\n\n\n\n

\u00b7 D\u00edky messenger botu jsme mohli b\u00fdt v kontaktu s des\u00edtkami tis\u00edc sout\u011b\u017e\u00edc\u00edch najednou.<\/strong><\/p>\n\n\n\n

\u00b7 Fanou\u0161ci se zna\u010dkou Loyd tr\u00e1vili spoustu \u010dasu, b\u011bhem kter\u00e9ho si odpo\u010dali u z\u00e1bavn\u00e9 hry<\/strong>. Rekordmani a\u017e 7 hodin celkem.<\/p>\n\n\n\n

\u00b7 Podpo\u0159ili jsme pozitivn\u00ed vztah se zna\u010dkou<\/strong> d\u00edky origin\u00e1ln\u00ed neot\u0159el\u00e9 komunikaci.<\/p>\n\n\n\n

\u00b7 V koment\u00e1\u0159\u00edch pod p\u0159\u00edsp\u011bvky jsme se p\u0159esv\u011bd\u010dili, \u017ee p\u0159\u00edb\u011bh na\u0161i komunitu bavil<\/strong>. A i po n\u011bkolika m\u011bs\u00edc\u00edch si fanou\u0161ci na Lorda Loyda vzpomn\u011bli.<\/p>\n\n\n\n

\u00b7 Propojili jsme zna\u010dku Loyd s kni\u017en\u00ed kulturou<\/strong> seps\u00e1n\u00edm vlastn\u00edho \u0161edes\u00e1tistr\u00e1nkov\u00e9ho p\u0159\u00edb\u011bhu.<\/p>\n\n\n\n

\u00b7 A p\u0159edev\u0161\u00edm jsme<\/strong> podpo\u0159ili prodeje<\/strong> \u010daj\u016f Loyd.<\/strong><\/p>\n\n\n\n

Petra Matul\u00edkov\u00e1<\/strong> Social Media Manager<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Ve spot\u0159ebitelsk\u00e9 kampani Cesta za pokladem pro zna\u010dku \u010daj\u016f Loyd jsme si usrkli po\u0159\u00e1dn\u00fd dou\u0161ek. T\u0159i sout\u011b\u017en\u00ed kola se to\u010dila kolem pokladu v \u010dajov\u00fdch krabi\u010dk\u00e1ch i v messengeru. Propojen\u00edm offline a online sv\u011bta jsme dostali do hry t\u00e9m\u011b\u0159 50 tis\u00edc lid\u00ed. Nav\u00e1zali jsme na \u00fasp\u011b\u0161nou kampa\u0148, kterou jsme pro zna\u010dku p\u0159ipravovali v roce 2019. Krom sout\u011b\u017en\u00edch k\u00f3d\u016f […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-3508","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3508","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=3508"}],"version-history":[{"count":1,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3508\/revisions"}],"predecessor-version":[{"id":3642,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3508\/revisions\/3642"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=3508"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=3508"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=3508"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}