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我们是银色狙击手
案例简介：概要 情况: 电子竞技是世界上发展最快的运动，全世界有 1.13亿粉丝/1.47亿观众 (2015)。想要给人留下印象的品牌之间的竞争是激烈的，玩家本身是一个众所周知的难以接触到观众的群体。简介/挑战: 联想希望向观众宣传他们的品牌和游戏电脑硬件系列。预算有限 (总共约 20 000 美元)，这立即取消了任何主要的制作和 ATL 媒体活动。这也挑战了我们在游戏行业影响者中使用更大的名字，这本可以帮助我们。另一个挑战是找到接触我们市场上游戏玩家的最佳方式，当他们中的大多数在全球范围内消费媒体时。 战略 目标受众: 我们市场上的年轻玩家和粉丝。公关规划和方法: 随着我们的观众在全球范围内而不是在本地消费与游戏相关的新闻，我们必须重新想象如何接触这些新闻的工具，变得有效, 站出来注意预算。我们选择在一个网站上启动我们的团队，并将一个实际生活的老人职业团队的 “不同” 形式输入一个世界正在观看的真实现场活动。数字、社交和真实现场活动的结合。 相关性 我们看到了一个机会，通过在今年最大的游戏活动之一进入我们的活动车辆，将其作为我们活动的跳板，直接进入游戏社区的中心。它立即在世界各地传播开来，在铁杆游戏爱好者中，只有在一个网站和一些社交媒体帖子的帮助下才会进入公众。 结果 -来自 157 个不同国家的人访问了 Silver Snipers 网站-在 Reddit 上 144 000 张选票-总覆盖范围 1.16亿-社交媒体参与目标: 100.000-社交媒体参与结果: 679.911-434 780 对 Imgur 的看法-来自 400 个网站的新闻报道 执行 2017年11月，我们在我们的网站上体现了一个前所未有的由 63 岁至 81 岁的老年男女组成的反恐团队的 “不同”。经过两周的训练 (在社交媒体上分享)，我们完成了今年最大的游戏活动之一 Dreamhack，并加入了我们的 “银色狙击手”，与国际职业球队较量。一个非常不同和可爱的团队进入了一个难以触及的场景的中心舞台，一个网站和一些社交帖子在 157 个国家引起了轰动, 出现在 400 多个新闻网站上，甚至进入中国国家电视台。 活动描述 当我们看电子竞技时，我们发现它作为一种文化主要吸引年轻男性 (10:1 的比例为 2018)，无论是游戏还是跟随，不仅不包括女性，也包括老年人。老年人也被视为数字下层阶级。我们从联想的 “不同更好” 的信念开始，发现做一些不同的事情可能真的是为了挑战实际参与者的规范。因为游戏真的不是关于身体状况，也不是关于你是谁或者你来自哪里。任何人都应该能够参加。因此，我们创建了世界上第一个高级 CS: GO 团队 -- 银色狙击手。
我们是银色狙击手
案例简介：Synopsis Situation: E-sport is the fastest growing sport in the world with 113 million fans worldwide / 147 million occasional viewers (2015). The competition between brands wanting to make an impression is fierce and the gamers themselves are a notoriously hard to reach audience. Brief / Challenge: Lenovo wanted to promote their brand and line of gaming computer hardware ‘Legion’ to this audience. The budget was limited (Approx $20, 000 in total), which immediately cancelled out any major production and ATL media campaign. It also challenged our use of bigger names within influencers among the gaming industry, which could have helped us. Another challenge was to find the best way of reaching the gamers on our market, when most of them consume media on a global scale. Strategy Target Audience: Young gamers and fans on our market. PR planning & approach: As our audience consume game-related news on a global scale rather than local, we had to re-imagine the tools on how to reach them, be effective, stand out and mind the budget. We chose to launch our team on a website and enter ´different´ in shape of an actual living pro-team of elderly into a real live event where the world is watching. A combination of digital, social and real live event. Relevancy We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at one of the biggest gaming events of the year, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. Outcome - People from 157 different countries visited the Silver Snipers website - 144 000 upvotes on Reddit - 116 million in total reach - Social Media Engagement target: 100.000 - Social Media Engagement result: 679.911 - 434 780 views on Imgur - News coverage from 400 websites Execution In November 2017 we embodied ´different´ in the shape of a never before seen Counter Strike team of elderly men and women, between 63 and 81 years of age on our website. After two weeks of training (shared on social media) we hi-jacked Dreamhack, one of gaming’s biggest events of the year and entered our ´Silver Snipers´ to take on the international pro-teams. A very different and lovable team entered at the center stage of a hard-to-reach scene, a website and a few social posts causing a stir in 157 countries, appearing on over 400 news sites, even reaching national TV in China. CampaignDescription When looking at e-sports, we found that it as a culture attracts mainly young men (10:1 ratio 2018), both playing and following, excluding not only women, but also older people. The elderly are also seen as the digital underclass. We started with Lenovo’s belief “Different is Better” and found that doing something different could really be about challenging the norms of the actual players taking part. Because gaming really isn’t about physical status or about who you are or where you’re from. Anyone should be able to take part. As a result, we created the world’s first senior CS:GO team – The Silver Snipers.
We Are The Silver Snipers
案例简介：概要 情况: 电子竞技是世界上发展最快的运动，全世界有 1.13亿粉丝/1.47亿观众 (2015)。想要给人留下印象的品牌之间的竞争是激烈的，玩家本身是一个众所周知的难以接触到观众的群体。简介/挑战: 联想希望向观众宣传他们的品牌和游戏电脑硬件系列。预算有限 (总共约 20 000 美元)，这立即取消了任何主要的制作和 ATL 媒体活动。这也挑战了我们在游戏行业影响者中使用更大的名字，这本可以帮助我们。另一个挑战是找到接触我们市场上游戏玩家的最佳方式，当他们中的大多数在全球范围内消费媒体时。 战略 目标受众: 我们市场上的年轻玩家和粉丝。公关规划和方法: 随着我们的观众在全球范围内而不是在本地消费与游戏相关的新闻，我们必须重新想象如何接触这些新闻的工具，变得有效, 站出来注意预算。我们选择在一个网站上启动我们的团队，并将一个实际生活的老人职业团队的 “不同” 形式输入一个世界正在观看的真实现场活动。数字、社交和真实现场活动的结合。 相关性 我们看到了一个机会，通过在今年最大的游戏活动之一进入我们的活动车辆，将其作为我们活动的跳板，直接进入游戏社区的中心。它立即在世界各地传播开来，在铁杆游戏爱好者中，只有在一个网站和一些社交媒体帖子的帮助下才会进入公众。 结果 -来自 157 个不同国家的人访问了 Silver Snipers 网站-在 Reddit 上 144 000 张选票-总覆盖范围 1.16亿-社交媒体参与目标: 100.000-社交媒体参与结果: 679.911-434 780 对 Imgur 的看法-来自 400 个网站的新闻报道 执行 2017年11月，我们在我们的网站上体现了一个前所未有的由 63 岁至 81 岁的老年男女组成的反恐团队的 “不同”。经过两周的训练 (在社交媒体上分享)，我们完成了今年最大的游戏活动之一 Dreamhack，并加入了我们的 “银色狙击手”，与国际职业球队较量。一个非常不同和可爱的团队进入了一个难以触及的场景的中心舞台，一个网站和一些社交帖子在 157 个国家引起了轰动, 出现在 400 多个新闻网站上，甚至进入中国国家电视台。 活动描述 当我们看电子竞技时，我们发现它作为一种文化主要吸引年轻男性 (10:1 的比例为 2018)，无论是游戏还是跟随，不仅不包括女性，也包括老年人。老年人也被视为数字下层阶级。我们从联想的 “不同更好” 的信念开始，发现做一些不同的事情可能真的是为了挑战实际参与者的规范。因为游戏真的不是关于身体状况，也不是关于你是谁或者你来自哪里。任何人都应该能够参加。因此，我们创建了世界上第一个高级 CS: GO 团队 -- 银色狙击手。
We Are The Silver Snipers
案例简介：Synopsis Situation: E-sport is the fastest growing sport in the world with 113 million fans worldwide / 147 million occasional viewers (2015). The competition between brands wanting to make an impression is fierce and the gamers themselves are a notoriously hard to reach audience. Brief / Challenge: Lenovo wanted to promote their brand and line of gaming computer hardware ‘Legion’ to this audience. The budget was limited (Approx $20, 000 in total), which immediately cancelled out any major production and ATL media campaign. It also challenged our use of bigger names within influencers among the gaming industry, which could have helped us. Another challenge was to find the best way of reaching the gamers on our market, when most of them consume media on a global scale. Strategy Target Audience: Young gamers and fans on our market. PR planning & approach: As our audience consume game-related news on a global scale rather than local, we had to re-imagine the tools on how to reach them, be effective, stand out and mind the budget. We chose to launch our team on a website and enter ´different´ in shape of an actual living pro-team of elderly into a real live event where the world is watching. A combination of digital, social and real live event. Relevancy We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at one of the biggest gaming events of the year, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. Outcome - People from 157 different countries visited the Silver Snipers website - 144 000 upvotes on Reddit - 116 million in total reach - Social Media Engagement target: 100.000 - Social Media Engagement result: 679.911 - 434 780 views on Imgur - News coverage from 400 websites Execution In November 2017 we embodied ´different´ in the shape of a never before seen Counter Strike team of elderly men and women, between 63 and 81 years of age on our website. After two weeks of training (shared on social media) we hi-jacked Dreamhack, one of gaming’s biggest events of the year and entered our ´Silver Snipers´ to take on the international pro-teams. A very different and lovable team entered at the center stage of a hard-to-reach scene, a website and a few social posts causing a stir in 157 countries, appearing on over 400 news sites, even reaching national TV in China. CampaignDescription When looking at e-sports, we found that it as a culture attracts mainly young men (10:1 ratio 2018), both playing and following, excluding not only women, but also older people. The elderly are also seen as the digital underclass. We started with Lenovo’s belief “Different is Better” and found that doing something different could really be about challenging the norms of the actual players taking part. Because gaming really isn’t about physical status or about who you are or where you’re from. Anyone should be able to take part. As a result, we created the world’s first senior CS:GO team – The Silver Snipers.
我们是银色狙击手
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We Are The Silver Snipers
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