Adobe Make The Cut|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：概要 Adobe Premiere Pro 是世界上最先进的编辑和后期制作软件程序之一。尽管编辑和视频创作者的数量几乎每天都在增加，但免费编辑和基于摄像头的应用程序的数量也在增加。虽然 Premiere Pro 的免费试用似乎可以解决这个问题，但我们面临着另一个挑战: 许多有抱负的创意人员认为学习 pro-level 编辑工具不值得他们花时间, 因为他们中的大多数人从一开始就没有机会获得高质量的镜头。因此，我们需要发展一场自由审判运动，以不可抗拒的动机让审判值得努力。因此，在我们成立 25 周年之际，我们决定给创意社区一些前所未有的东西 -- 一些奖励我们的经验丰富的用户社区的东西, 以及吸引关键的下一代编辑。战略我们的主要观众是年轻的创作者，特别是 18-24 岁的编辑和视频创作者。这与想象龙的粉丝基础的很大一部分重叠。这些年轻的创意人士渴望创作伟大的视频，但既缺乏工具，也缺乏经验丰富的专业人士喜欢的伟大镜头。我们知道，如果我们能给他们一些特别的东西来工作 -- 难以置信的镜头不可能通过正常的方式获得 -- 他们会被激励去尝试一种令人生畏的新工具。相关性 Adobe Make The Cut 是 Adobe 有史以来最成功的品牌激活之一。也是最具开创性的。Adobe & Imagine Dragons 之间的合作产生了第一个真正的开源音乐视频 (视频拍摄的所有原始镜头都向公众开放) 这激活了 Adobe 的关键观众。创建的 80k 注册和 10k 全长视频是我们的目标 5 倍，并导致了 13k 的 Adobe Premiere Pro 新下载。仅在 25 天内，该活动就为一个高度专业化的软件项目产生了前所未有的参与和收购数量。结果 80k 下载视频片段和 10k 全长粉丝从 28 个不同国家切割视频提交 677 名粉丝在 25 天的比赛期间访问了来自 160 个不同国家的 makethecut.adobe.com 通过一系列有针对性的音乐, 电影，娱乐,和行业媒体，这场运动也打破了 Adobe 对以 13k 下载 Premiere Pro 来接触新的潜在用户的期望，并证明了与年轻创作者的接触, 64% 的视频来自 18-25 岁的编辑执行在 25 天的时间里，Adobe 、 Imagine Dragons 和 Interscope Records 执行了一个多点触控程序，通过我们的联合社交渠道 Adobe.com 、目标电子邮件，发起了 “切割挑战”, 影响者外联、微型网站、客户支持和事件扩展。这些包括乐队的个性化信息、拍摄的幕后视频，甚至当地的编辑研讨会。这项挑战还在优先区域本地化，并翻译成 11 种不同的语言。活动描述我们与想象龙合作，创建了世界上第一个开源音乐视频。我们拍摄了龙的新音乐视频，信徒，并向公众提供了整个视频。不仅仅是完成的视频文件，而是整个视频拍摄。所有原始镜头。每一个镜头。每个角度。每一个音符。然后，我们挑战了世界各地的编辑、视频创作者和电影制作人，使用 Adobe Premiere Pro 的免费试用，让他们接受这一切，进行剪辑，并自己制作。

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案例简介：Synopsis Adobe Premiere Pro is one the most advanced editing and post-production software programs in the world. And while the number of editors and video creators increases almost daily, so do the number of free editing & camera based apps. And while free trials of Premiere Pro would seem to solve this problem, we faced another challenge: many aspiring creatives feel that learning a pro-level editing tool isn’t worth their time, since most of them don’t have access to quality footage in the first place. So we needed to develop a free trial campaign with an irresistible incentive to make a trial worth the effort. So, coinciding with our 25th anniversary, we decided to give the creative community something unprecedented – something that would reward our engaged community of seasoned users, as well as entice that critical next generation of editors. Strategy Our primary audience was young creators, specifically 18-24 year old editors and video creators. Which overlaps with a significant percentage of Imagine Dragons’ fan base. These young creatives aspire to create great videos, but lack both the tools and the access to great footage enjoyed by seasoned professionals. We knew that if we could give them something exceptional to work with – incredible footage impossible to get through normal means – they’d be incentivized the try an intimidating new tool. Relevancy Adobe Make The Cut was one of the most successful brand activations ever for Adobe. And one of the most groundbreaking. The partnership between Adobe & Imagine Dragons resulted in the first ever true open source music video (ALL the raw footage from the video shoot was made available to the public) that activated a critical audience for Adobe. The 80K signups and 10K full length videos created were 5x our target, and resulted in 13K new downloads of Adobe Premiere Pro. In just 25 days the campaign generated unprecedented engagement and acquisition numbers for a highly specialized software program. Outcome 80K downloads of the video footage and 10K full length fan cut video submissions from 28 different countries 677k fans visited makethecut.adobe.com from 160 different countries Within the 25-day contest period we reached 1.5B fans globally through a targeted array of music, film, entertainment, and industry media The campaign also blew away Adobe’s expectations of reaching new prospective users with 13K downloads of Premiere Pro, and proved engagement with young creators, with 64% of video submissions coming from 18-25 year old editors Execution Over a 25-day period, Adobe, Imagine Dragons and Interscope Records executed a multi-touch program that launched the Make The Cut challenge through our combined social channels, Adobe.com, targeted email, influencer outreach, a microsite, customer support, and event extensions. These included personalized messages from the band, a behind the scenes video from the shoot, and even local editing workshops. The challenge was also localized for priority regions and translated into 11 different languages. CampaignDescription We partnered with Imagine Dragons to create the world’s first open source music video. We took the Dragons’ new music video, Believer, and made the entire thing available to the public. Not just the finished video file, but the whole video shoot. All the raw footage. Every shot. Every angle. Every note. We then challenged editors, video creators, and filmmakers all over the world to take it all, Make The Cut, and make it their own, using a free trial of Adobe Premiere Pro.