英國皇室經典傳播案例的啟示

????戛納電影節對于好萊塢的意義正如戛納國際創意廣告節一直以來對于紐約麥迪遜大道的意義——以及如今對于硅谷的意義。Facebbok、谷歌（Google）和雅虎（Yahoo）的高管們正在法國里維埃拉沐浴著陽光，與來自可口可樂（Coca-Cola）、IBM、以及許多其他手握巨資的財富500強企業的營銷主管們談笑風生。

????在海灘的討論中，有一個問題已然迫近：當傳輸平臺不斷改變——而手機屏幕不適合觀看廣告時，營銷人員如何實現那些偉大的創意呢？Facebook的兩位高管——“創新型”老板馬克?達西和工程總監安德魯?博茲?博斯沃思，還有廣告界的全明星——Droga5創意公司的大衛?德羅格，在周二與我相約主臺，探討“量化創意”。他們說，偉大的創意需要專注度（簡約制勝）、參與性（交流決定規模）、可持續性——最優秀的營銷活動能推動運作，形成粉絲團體。

????不過即便是科技達人，也需要從過去吸取商業教訓。作為開場白，Facebook的達西講了一個故事，說的是某營銷人員在希望渺茫的情況下進行了一次豪賭，以接觸大眾。這個故事非常與眾不同，極好地切合了主題，因此我問他能否與大家分享。以下便是Facebook全球創意產品總監馬克?達西在戛納對大家講述的故事。

????今年是戛納國際廣告節60周年慶典。我問自己：過去60年中最偉大的創意是什么？哪位營銷家進行了史無前例的造勢豪賭？

????我的答案涉及到一家非常傳統的全球化機構，他們即將面臨史上最重大的一次發布會。公司年僅27歲的新任CEO想選用全新的信息傳播平臺，而許多專家認為這個想法過于繁瑣，可行性未經證明，還是避免為好。

????猜猜這人是誰……

????這位年輕而勇敢的領袖是女王伊麗莎白二世。

????這家機構是英國皇室。

????而這次“發布會”是即將在威斯敏斯特教堂舉行的神圣的千年加冕儀式。

????她想要使用的全新信息傳播技術是什么？電視。具體說來，是現場直播。

????1953年6月2日，女王在威斯敏斯特教堂加冕。這個儀式對圍坐在電視機前的數百萬英國公民全程直播，之后傳遍全球。這是技術和文化的一次革命。

????很難相信，我們不以為然的電視直播在60年前是一個革新的試驗性想法。當時，英國廣播公司（BBC）的技術人員和工程師不得不用上國內每一條電視電纜。史上第一次，更多的人通過電視、而不是收音機見證了一場典禮。

????What the Cannes Film Festival is to Hollywood, the Cannes Lions International Festival of Creativity has long been to Madison Avenue—and now to Silicon Valley too. Executives from Facebook (FB) and Google (GOOG) and Yahoo (YHOO) are here on the French Riviera, soaking up sun and connections with the marketing chiefs of Coca-Cola (KO), IBM (IBM), and lots of other Fortune 500 giants that have millions of dollars to spend.

????A question looming seaside: How does a marketer scale big ideas when delivery platforms are shifting constantly—and a mobile screen is a lousy way to view ads? Two executives at Facebook, "creative" boss Mark D'Arcy and director of engineering Andrew "Boz" Bosworth, and an ad-world all-star, David Droga of Droga5, joined me on the main stage Tuesday to talk about "Creativity at Scale." Big ideas, the panelists said, need to be focused (simplicity wins), participatory (connections drive scale) and sustainable--the best marketing campaigns build movements and communities of fans.

????But even tech folks derive business lessons from the past. To kick off our session, Facebook's D'Arcy told a story about an a very unlikely marketer who made a wild bet to reach the masses. The story is so odd and wonderfully relevant that I asked him if I could share it. So here's the story that Mark D'Arcy, Facebook's Head of Global Creative Solutions, told the crowd in Cannes:

????The Cannes Lions advertising Festival is celebrating its 60th anniversary this year. So I asked myself: What was the biggest idea of the last 60 years? Which marketer took the biggest bet to drive scale like never before?"

????My answer involves a very traditional global organization that arguably faced its biggest launch in history. It had a brand new CEO, 27 years old, who wanted to choose a new storytelling platform that many experts said was trivial, unproven and best avoided.

????Guess who it was…

????The brave, young leader was Queen Elizabeth the Second.

????The organization was the British Royal Family.

????And the "launch" was the sacred, 1000-year-old coronation ceremony to be held in Westminster Abbey.

????The radical storytelling technology she employed? Television. Or to be specific, live television.

????On June 2, 1953, as the Queen was crowned in Westminster Abbey, the coronation was shown on live television to millions of people huddled around screens across Great Britain, and then around the world. It was a technical and cultural revolution.

????It's hard to believe that something we all take for granted like live TV was, 60 years ago, a radical, experimental idea. BBC technicians and engineers had to use every single piece of TV cable that existed in the country. And for the first time ever, more people experienced an event through television than on radio.