ASSASSIN'S CREED IV - BLACK FLAG - DEFY HISTORY|短视频|广告营销案例【ADGuider广告指南】

刺客信条四-黑旗-藐视历史

案例简介：描述活动/条目: 有了刺客信条黑旗，我们不得不打破经典的视频游戏行业方法，该方法包括将视频游戏许可证延伸到流行文化中，以接触更广泛的观众。我们的挑战是解决行业内的前卫玩家和影响者，以提高品牌的可信度，巩固其作为有史以来最真实、最史诗般的历史游戏的声誉。为了将《刺客信条四: 黑旗》从 “只是” 一个视频游戏中提升，我们创建了一个数字艺术项目，让粉丝们成为 1700 世纪真正杰作的一部分, 巴黎美术学院的手绘作品。设置在一个创新的数字平台上，让观众完全沉浸在史诗般的艺术作品中，我们让粉丝们成为绘画中的演员。投票最多的粉丝的脸在后来在欧洲著名博物馆展出的艺术品中永垂不朽。由于没有媒体支出，我们实现了: 275 多名独特的访问者，平均在欧洲市场上只花 5 分钟。多亏了 Twitter 和 Facebook 等社交媒体平台上超过 6,000 的股票，49% 的新访问者来自社交媒体。但最重要的是，超过 200 名粉丝在未来 200 年有望实现的东西中永垂不朽。" 描述客户的简报: 游戏社区的影响者也经常受到极客通信的独家内容和来自该行业所有品牌大片的安慰。我们给他们提供了不同的东西: 真正的、真实的和持久的。主要目的是让他们了解刺客信条执照的真正区别: 像历史这样严肃的东西可以成为真正的游乐场。通过几次消费者探索研究会议 (定性研究)，我们承认了一个机会，在游戏体验和古典艺术领域之间的价值观和情感方面有很强的联系。结果: -超过 5 分钟是在数字平台上花费的平均时间。这次行动有助于庆祝品牌和粉丝之间的特殊联系，除此之外，还有行业的影响者。 -数字平台上近 300.000 访客，没有任何付费媒体。一半的流量是通过社交媒体和粉丝对话产生的。 -育碧投资组合中第一个持久的体验，满足粉丝对创新体验的需求: 一个真实的品牌计划，包括丰富的内容。执行: 这场运动是围绕三个步骤精心策划的: 1-粉丝招募，2013年6月开始。我们让铁杆粉丝和影响者拥有这幅画，并争夺它的一席之地。在不到 3 周的时间里，比赛结束了，让艺术家们有足够的时间来完成每一张脸的最终制作。 2-Winner publication & 绘画网站上的实时启示。育碧在网站上宣布根据收集的选票获奖者。与此同时，目的是通过每天的幻灯片展示这幅画是如何发展的，用户可以进入艺术家真正的工作室，发现正在进行的作品。 (从 7月到 8月底)。 3-在博物馆的网站和展览上展示最后一幅画。 8月底，最后一幅画以数字和真实的方式展示。它开始了在不同欧洲国家的电子游戏活动和博物馆展览 (意大利、德国、法国) 之旅，并以 “国家海洋博物馆” 结束。情况: 影响力和可信度不是你可以通过付费媒体在视频游戏行业获得的东西。品牌必须根据自己的 DNA 提供公关故事。刺客信条游戏一直是关于历史准确性的，通过围绕它创作一件真实的 17 世纪艺术作品, 我们把游戏中的虚构的 “现实” 变成了现实，我们邀请他们成为这个丰富世界中的真正演员，而不仅仅是旁观者,从而创造了与游戏本身及其环境的情感联系。战略: 刺客信条是育碧投资组合的主要品牌，它成功地与其粉丝建立了牢固的关系。但是，通常，沟通活动集中在纯粹的游戏方面。有了刺客信条 4 黑旗，我们面临着一个挑战: 没有主要的游戏或新功能，下一代平台 (索尼/微软) 的发布是一个非常有争议的竞争环境。我们如何让粉丝们，一个要求很高的观众，仍然强烈参与进来？我们的挑战是解决行业内的前卫玩家和影响者，以提高品牌的可信度，巩固其作为有史以来最真实、最史诗般的历史游戏的声誉。我们决定与粉丝们建立一个真正的合作创意倡议，作为对海盗价值观的情感致敬: 一幅由国家艺术公司制作的大型油画Ool。

刺客信条四-黑旗-藐视历史

案例简介：Describe the campaign/entry: With assassin's creed black flag, we had to disrupt the classic video game industry approach which consists of stretching a video game licence into pop culture to reach a broader audience. Our challenge was to address edgy gamers, influencers within the industry to raise the credibility of the brand and cement it's reputation as the most authentic and epic history-based game ever made. To raise up Assassin's Creed IV: Black Flag from being ”just” a video-game, we created a digital art project that enabled fans to become part of an authentic 1700-century masterpiece, hand-painted by the Ecole des Beaux Arts in Paris. Set on an innovative digital platform that fully immersed the viewers into the epic work of art, we let the fans become actors in the painting. The most voted fans had their faces immortalized in the artwork that was later exhibited in prominent museums across Europe. With no media spending we achieved: 275 000+ unique visitors with an average of 5 minutes spent on the site exclusively on the European market. Much thanks to over 6,000 shares on social media platforms like Twitter and Facebook, 49% of new visitors came from social media. But most importantly, over 200 fans were immortalized in something that will hopefully be around for the next 200 years.” Describe the brief from the client: Saturated with exclusive contents & sollicitations from all brand blockbusters of the industry, the influencers of gaming community are also too often treated with geeky communications. We offered them something different : genuine, real & long-lasting. The main objective was to make them understand the real difference of assassin's creed licence: something as serious as history can become a true playground. Through several consumer exploring research sessions (qualitative research), we acknowledged an opportunity, a strong connexion in terms of values & emotions between the gaming experience & the field of classical art. Results: - More than 5 minutes is the average time spent on the digital platform. This operation contributed to celebrate the special bond between the brand and its fans & beyond that with influencers of the industry. - Nearly 300.000 visitors on the digital platform, without any paid media. Half of the traffic generated through social media & fans conversation. - The first long lasting experience in Ubisoft portfolio to feed fan's appetite for innovative experiences : an authentic brand program, including rich content. Execution: The campaign was orchestrated around 3 steps : 1- fans recruitment, starting in mid-June 2013. We let the hardcore fans & influencers take possession of the painting & compete for a spot in it. In less than 3 weeks, the contest was over, to let time to the artists to spend enough time in the finalization of each of the faces. 2- Winner publication & painting real-time revelation on the website. Ubisoft announced in the website the winners according to the votes collected. Meanwhile, the intention was to show through a daily slideshow how the painting is progressing, the users could enter in the artists real workshop a discover the work ongoing. (from mid-July to end of August). 3- Reveal of the final painting on the website & exhibition in museums. End of August, the final painting was revealed digitally & in real. It started a tour in different european countries both for video games event & museum exhibitions (Italy, Germany, France) & ended in "musée national de la marine". The Situation: Influence & credibility is not something that you can gain in the video game industry through paid media. brands have to offer PR-able stories based on their DNA. The Assassin's Creed games have always been about historical accuracy, and by creating an authentic 17th century work of art around it, we took the fictional ”reality” of the games and made them real and we invited them to become real actors in this rich universe, not just bystanders, thereby creating an emotional link to the game itself and its setting. The Strategy: Assassin’s Creed is the main brand of Ubisoft’s portfolio, and it succeeded in building a strong relationship with its fans. But, usually, communication campaigns are focused on pure gameplay aspects. With Assassin’s Creed 4 black flag we faced a challenge: no major gameplay or new features, a very disputed competitive environment with launch of next generation platform (Sony/Microsoft). How could we keep the fans, a very demanding audience, still strongly involved ? Our challenge was to address edgy gamers, influencers within the industry to raise the credibility of the brand and cement it's reputation as the most authentic and epic history-based game ever made. We decided to build a true co-creative initiative with the fans, conceived as an emotional tribute to pirate’s values : a massive oil painting crafted by a national art school.