Ask About Revival|短视频|广告营销案例【ADGuider广告指南】

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案例简介：概要唱片公司 Interscope 签约唱片公司在寻找一个独特的推出的最重要的专辑。用阿姆是最畅销的 hip-hop 的艺术家，也从来没有饥饿的超级粉丝。作为一个艺术家，他毫不犹豫的名言来使用个人奋斗的创作内容。推出了备受关注的新专辑都需要予以概括而有趣的流行文化。阿姆长期以来一直反对成立，和他的政治观点，美国变得光滑的消息所欺骗是完美的基础将颠覆成假冒药品广告内容。怪异的可信，但与一捻。该简介: 创建内容，从表面上看，感觉药品广告，却躲在颠覆意义的广告文案，只有超级粉丝能破译。不同的是 4:44，Jay-Z 的隐秘的专辑推出，复兴的氛围是完全广场和美国中部。目标-简单: 创建的嗡嗡声所引发的超级粉丝。战略复兴运动的对象是阿姆最死忠的粉丝。阿姆的风扇基地包括各社会经济背景、种族和宗教。在共同为其基础是他们的想法，即系统不再为他们提供服务，因此，太棒了，我的创作理念的共鸣。模仿真正的大型制药企业活动，推出的时刻是高台上星期六晚上住在当地的市场。下一步是精心定时 Instagram 的位置后，用的哦，下点燃 Reddit 和 hip-hop 的博客，然后支付视频展示位置的数字来达到使更广泛的基础球迷的体验驾驶至一个月-800 电话号码与钢琴曲目由斯凯勒灰色,阿姆的长期的合作。相关性艺术家和标签的每张专辑推出了自己的挑战之一，越来越少的 “从未被完成之前的”。太棒了，我重新启动真正的想法来自艺术家和被处决的那些人。来自: 30 电视广告，看似不相关的网络共享后，用一块哦有意安排的背景。整个战役是爱的劳动、潇洒的药物活动。结果阿姆的记录出道第一和迷对此阿姆作为一个艺术家，还知道如何到 f 的媒体。执行媒体包括电视黄金时段，噢，国有媒体 (网站和月-800 号)，以及支付数字和社会。该 30-第二制药现货策划和执行一个月日，带网清仓是一个主要的障碍。幸运的是，许多当地市场并不理解的内容和它清除很快，即使制药产品完全是假的。该网站还在上个月推出后，支付媒介的周期是一个月天的窗口。活动描述推出了新专辑复兴，阿姆和唱片公司 Interscope 签约唱片公司腐败现象的理想高配置记录发射打打掉, 使用的大多数联合国-hip-hop 的营销方式的医药广告。

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案例简介：Synopsis Interscope Records was looking for a unique launch for one of their most important albums. With Eminem being the highest-selling hip-hop artist of all time, there is never a lack of hungry superfans. As an artist, he has famously never hesitated to use personal struggle as creative content. The launch of his much-anticipated new album needed to encapsulate both while intriguing the rest of pop culture. Eminem has long railed against establishment, and his political views about America becoming tricked by slick messages was the perfect foundation for putting subversive content into a fake pharmaceutical ad. Eerily convincing but with a twist. The brief: create content that, on the surface, felt like pharmaceutical advertising, yet hid subversive meaning into the advertising copy that only superfans could decipher. Unlike 4:44, Jay-Z’s cryptic album launch, the Revival vibe was completely square and middle American. The objective—simple: create buzz by stoking the superfans. Strategy The target audience for the Revival campaign was Eminem’s most die-hard fans. Eminem’s fan base includes people from all socioeconomic backgrounds, races and religions. The common thread for his base was their feeling that the system was no longer serving them and as a result, Eminem’s anti-establishment stance continues to resonate with them. To mimic a real pharma campaign, the launch moment was a high-profile spot on Saturday Night live in local markets. The next step was a carefully timed Instagram post which used an OOH placement as a backdrop which lit up Reddit and Hip-Hop blogs and then paid video placements across digital to get reach and bring a broader base of fans into the experience driving to a 1-800 phone number with a piano track played by Skylar Gray, a longtime collaborator of Eminem’s. Relevancy Artists and labels are challenged to one up themselves for each album launch, with fewer and fewer “never-been-done-before's”. Eminem’s Revival launch was a genuine idea that came from the artist and was executed flawlessly. From the :30 TV spot, to the seemingly unrelated Instagram post, with a piece of OOH strategically placed in the background. The entire campaign was a labor of love, wrapped in a cheesy pharmaceutical campaign. Outcome Eminem’s record debuted at number one and fans rallied behind Eminem as an artist the still knew how to f with the media. Execution Media channels included primetime TV, OOH, owned media (site and 1-800 number), as well as paid digital and social. The 30-second pharmaceutical spot was planned and executed in a 6-day window, with network clearance being a major hurdle. Thankfully, many local markets did not understand the content and it cleared quickly, even though the pharmaceutical product was completely fake. The site is still up months after launch while the paid media cycle was a 14-day window. CampaignDescription To launch his new album Revival, Eminem and Interscope Records subverted the very idea of a high-profile record launch by dropping it on the down-low, using the most un-hip-hop type of marketing there is – pharmaceutical advertising.