HBO's SXSWestworld|短视频|广告营销案例【ADGuider广告指南】

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HBO 的 SXSWestworld

案例简介：简要解释 Westworld 是一个豪华的主题公园，客人可以在那里实现他们最疯狂的幻想。因此，我们通过在西南偏南 (SXSW) 期间在一个秘密地点重建 Westworld 来复制这种经历。我们的宣传活动不是作为 HBO 的激活，而是作为一场身临其境的西部世界之旅。客人们在 DiscoverWestworld.com 预订了房间，并在参观公园之前完成了个性评估，以确定他们的性格原型。从奥斯汀市中心乘坐豪华巴士 30 分钟车程后，客人可以自由探索超过 90,000 平方英尺的空间，并与 60 多名演员扮演的人工智能主持人互动。一个 444 页的剧本推动了 SXSWestworld 的叙事，并让公园变得栩栩如生。没有两个客人有相同的经历。粉丝们在公园里搜寻隐藏的第二季线索，而客人们则在全球范围内提供社交媒体。

HBO 的 SXSWestworld

案例简介：BriefExplanation Westworld is a luxury theme park where guests go to live out their wildest fantasies. So, we replicated that experience by recreating Westworld at a secret location during South by Southwest (SXSW). Our promotional campaign promoted the event not as an HBO activation but as an immersive, real-life trip to Westworld. Guests booked reservations at DiscoverWestworld.com and completed a personality assessment to determine their character archetypes before visiting the park. After a thirty minute drive from downtown Austin on luxury buses, guests were free to explore over 90,000 square feet of space and interact with the artificially intelligent hosts played by over 60 actors. A 444-page script drove the narrative of SXSWestworld and brought the park to life. No two guests had identical experiences. Fans scoured the park for hidden season two clues, while guests provided social media reach at a global scale.