????《德魯大叔》采用的這種后向營銷模式，其病毒式在線營銷早于電視廣告播出的時間。因此，百事極的電視廣告近乎十拿九穩。盡管如此，視頻的創作與開發項目負責人、百事極品牌營銷成員塞繆爾?杜博夫指出，《德魯大叔》必須滿足三項主要衡量指標，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關注，抵達該品牌的目標人群，同時能夠通過口碑營銷形成傳播效應。事實上，80%的觀眾看完了這段時長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500多萬觀眾通過YouTube嵌入播放器觀看了視頻，也就是說，觀眾通過媒體網站或Facebook觀看了視頻。因此，杜博夫和他的營銷團隊滿足了全部三項指標。

????30秒版本的廣告將登陸NBA決賽的前三場比賽；另外，百事極還將購買“ESPN接管”類廣告位。杜博夫指出，因為百事極當時拍攝視頻時是用于在線廣告，因此，可以把項目預算的大部分份額用于后期的媒體購買。其他品牌的營銷團隊必然會密切關注這種模式。鑒于百事與歐文的合同、歐文獲得的獎項，再加上決賽來得正是時候，百事極在打破營銷傳統時占據了若干僥幸因素。但是，百事可樂全力打造優質在線視頻，然后在后續投資中見機行事，這種模式的總體思路顯然適用于很多品牌。

????“美國橄欖球超級杯大賽式的大型商業廣告片方面永遠有生存的空間，”杜博夫說。“但是，有了在線營銷渠道，我們不妨用點巧勁。”可以預見，其他品牌也會爭相采用這種營銷模式。但問題的難點在于，如何找到能像德魯大叔那樣的廣告形象。

????譯者：喬樹靜/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.