????《德魯大叔》采用的這種后向營(yíng)銷模式，其病毒式在線營(yíng)銷早于電視廣告播出的時(shí)間,。因此,，百事極的電視廣告近乎十拿九穩(wěn)。盡管如此,，視頻的創(chuàng)作與開發(fā)項(xiàng)目負(fù)責(zé)人,、百事極品牌營(yíng)銷成員塞繆爾?杜博夫指出，《德魯大叔》必須滿足三項(xiàng)主要衡量指標(biāo),，才能證明它適合登陸電視銀屏,。《德魯大叔》必須保證觀眾的持續(xù)關(guān)注,，抵達(dá)該品牌的目標(biāo)人群,，同時(shí)能夠通過(guò)口碑營(yíng)銷形成傳播效應(yīng),。事實(shí)上,，80%的觀眾看完了這段時(shí)長(zhǎng)4分鐘的視頻，其中82.1%的男性觀眾（年齡在25至44歲之間）是品牌的核心受眾群體,，總計(jì)500多萬(wàn)觀眾通過(guò)YouTube嵌入播放器觀看了視頻，也就是說(shuō),，觀眾通過(guò)媒體網(wǎng)站或Facebook觀看了視頻,。因此,，杜博夫和他的營(yíng)銷團(tuán)隊(duì)滿足了全部三項(xiàng)指標(biāo)。

????30秒版本的廣告將登陸NBA決賽的前三場(chǎng)比賽,；另外,，百事極還將購(gòu)買“ESPN接管”類廣告位。杜博夫指出,，因?yàn)榘偈聵O當(dāng)時(shí)拍攝視頻時(shí)是用于在線廣告,，因此，可以把項(xiàng)目預(yù)算的大部分份額用于后期的媒體購(gòu)買,。其他品牌的營(yíng)銷團(tuán)隊(duì)必然會(huì)密切關(guān)注這種模式,。鑒于百事與歐文的合同、歐文獲得的獎(jiǎng)項(xiàng),，再加上決賽來(lái)得正是時(shí)候,，百事極在打破營(yíng)銷傳統(tǒng)時(shí)占據(jù)了若干僥幸因素。但是,，百事可樂(lè)全力打造優(yōu)質(zhì)在線視頻,，然后在后續(xù)投資中見機(jī)行事，這種模式的總體思路顯然適用于很多品牌,。

????“美國(guó)橄欖球超級(jí)杯大賽式的大型商業(yè)廣告片方面永遠(yuǎn)有生存的空間,，”杜博夫說(shuō)?！暗?，有了在線營(yíng)銷渠道，我們不妨用點(diǎn)巧勁,?！笨梢灶A(yù)見，其他品牌也會(huì)爭(zhēng)相采用這種營(yíng)銷模式,。但問(wèn)題的難點(diǎn)在于,，如何找到能像德魯大叔那樣的廣告形象。

????譯者：?jiǎn)虡潇o/汪皓

????"Uncle Drew" will go about this backwards, with the push for viral online momentum predating the high-profile spot. Pepsi Max is sitting on what is close to a sure thing. Even then, Pepsi Max brand team member Sam Duboff, who led creation and development of the piece, says "Uncle Drew" had to satisfy three major metrics in order to justify its adaptation into a television segment. "Uncle Drew" had to keep viewers engaged, hit the brand's target demographic, and generate its own legs through word of mouth. With 80% of viewers watching through the 4-minute mark, a 82.1% male viewer group that skewed towards the brand's core 25-44 age group, and over 5 million views from embedded YouTube players suggesting the viewer watched over a media site or Facebook (FB), Duboff and his team hit all three.

????The 30-second version of the ad will appear in Games 1, 2, and 3 of the Finals, and Pepsi Max will also buy advertising space towards an "ESPN takeover." Because Pepsi Max filmed the piece for its online efforts, Duboff says it can funnel the lion's share of its project budget into these later media buys. It's a model that other brand marketers will be sure to watch carefully. With Irving under contract and his award and the Finals coming up at the right time, Pepsi Max had several lucky factors break its way. But its general model, to focus on a high-quality online video and then be opportunistic in its follow-up investment, can work for many brands.

????"There's always going to be room for the big, Super Bowl type commercial," Duboff says. "But with online distribution channels, there's room to be craftier." Expect other brands to scramble to add this trick to their strategic arsenal. The hard part will be finding the next character with moves like Uncle Drew's.