Uncle Drew Feature Film|微电影,短视频,户外|广告营销案例【ADGuider广告指南】

叔叔画了故事片

案例简介：为什么这项工作与娱乐相关？德鲁叔叔的故事片代表了整个营销和娱乐行业品牌娱乐的激动人心的新篇章。 2018年，百事可乐内容工作室与Temple Hill Productions和Lionsgate的Summit Entertainment合作发行了《德鲁叔叔》体育喜剧故事片，将百事可乐自己的IP货币化。德鲁叔叔在国内票房收入超过4400万美元，在烂番茄上获得 “认证新鲜” 评级，并获得 “a” CinemaScore。背景情况: 百事可乐以创造重大文化时刻而闻名。2018年，该品牌首次推出娱乐专营权，证明了其对文化的承诺和影响。百事可乐内容工作室与Lionsgate的Summit Entertainment和Temple Hill Productions合作，制作了《德鲁叔叔》的故事片。简介: 根据品牌内容系列制作有史以来第一部故事片。目标: 将叔叔从数字网络系列绘制成故事片，帮助百事可乐创造了一个文化时刻。描述创意在百事可乐最初构思的粉丝最喜欢的数字系列成功五年后，德鲁叔叔在6月29日上映。百事可乐与坦普尔·希尔 (Temple Hill) 和狮门影业 (Lionsgate) 携手合作，为主流电影观众开发了一种将数字系列的魔力转化为大屏幕的方法。这部电影是在顽固的篮球迷达克斯 (Lil Rel Howery) 的带领下进行的，他遭受了一系列不幸的挫折，包括将他的球队输给了他的长期竞争对手 (尼克·克罗尔)。渴望赢得著名的Rucker锦标赛，Dax偶然发现了这个人，神话，传奇人物Drew叔叔 (nba全明星Kyrie Irving)，并说服他再次回到球场。两人进行了一次公路旅行，以围捕Drew的旧篮球队 (Shaquille O'Neal，Chris Webber，Reggie Miller，Nate Robinson和Lisa Leslie)，并证明一群前辈仍然可以赢得大赛。描述策略巩固数字系列的成功，成为第一个基于品牌内容系列制作故事片的品牌。百事可乐的关键是专注于潜在的品牌DNA，即 “青年精神”，而不是将电影变成商业广告。有一些有机的产品展示位置，例如在Rucker锦标赛期间在球场上，但除此之外，这部电影确实是一部有趣的体育喜剧。在电影上映前的几周内，百事可乐通过屡获殊荣的电视节目宣传了这部电影，该节目展示了德鲁叔叔自20世纪70年代以来一直在喝百事可乐的方式。描述执行情况 103分钟全长体育喜剧故事片在2800影院上映附加分布: 流媒体、DVD、蓝光和航空公司描述结果这部电影取得了商业上的成功，并享有广泛的吸引力 (在国内票房收入超过4400万美元，在烂番茄上获得 “认证新鲜” 评级，并获得 “a” CinemaScore)。此外，它还提供了出色的ROI (超过50亿个获得的媒体印象)，并通过创建自己的文化时刻来真正建立百事可乐的权益。随着2019年1月在中国的发行，这一世界性时刻继续存在。这也是其他有兴趣开展类似活动的大型广告商多次询问的主题。在它的成功之后，《纽约时报》的头条新闻写道: “'德鲁叔叔': 品牌汽车还是故事片？是的。“华盛顿邮报” 宣称: “'德鲁叔叔' 表明观众将付费观看品牌内容。” 最后，《洛杉矶时报》的头条新闻写道: “德鲁叔叔是夏天的惊喜喜剧。”

叔叔画了故事片

案例简介：Why is this work relevant for Entertainment? The Uncle Drew feature film represents an exciting new chapter in branded entertainment for the entire marketing and entertainment industries. In 2018, The PepsiCo Content Studio monetized PepsiCo’s own IP with the release of the Uncle Drew sports comedy feature film in partnership with Temple Hill Productions and Lionsgate’s Summit Entertainment. Uncle Drew went on to gross over $44 million at the Domestic box office, enjoys a “certified fresh” rating on Rotten Tomatoes and an “A” CinemaScore. Background Situation: Pepsi is known for creating big cultural moments. In 2018, the brand proved its commitment to and impact on culture with the first entertainment franchise launch. The PepsiCo Content Studio partnered with Lionsgate's Summit Entertainment and Temple Hill Productions to create the Uncle Drew feature film. Brief: Create the first ever feature film based on a branded content series. Objectives: Elevate Uncle Drew from a digital web series to a feature film, helping Pepsi create a cultural moment. Describe the creative idea After a successful five years as a fan-favorite digital series, originally conceived by Pepsi, Uncle Drew hit theaters on June 29th. Working hand-in-hand with Temple Hill and Lionsgate, Pepsi helped develop a way to translate the magic of the digital series to the big screen for mainstream moviegoing audience. The film follows Dax (Lil Rel Howery), a diehard basketball fan who is dealt a series of unfortunate setbacks, including losing his team to his longtime rival (Nick Kroll). Desperate to win the famed Rucker Tournament, Dax stumbles upon the man, the myth, the legend Uncle Drew (NBA All-Star Kyrie Irving) and convinces him to return to the court one more time. The two embark on a road trip to round up Drew's old basketball squad (Shaquille O'Neal, Chris Webber, Reggie Miller, Nate Robinson, and Lisa Leslie) and prove that a group of seniors can still win the big one. Describe the strategy Build off success of digital series to become the first brand to make a feature film based on a branded content series. The key for Pepsi was to focus on the underlying brand DNA, the “spirit of youth,” and not make the film into a commercial. There was some organic product placement, like on-court during the Rucker Tournament, but otherwise the film really stands on its own as an entertaining sports comedy. In the weeks leading up to the film’s release, Pepsi promoted the movie with an award-winning TV spot showing how Uncle Drew had been drinking Pepsi since he was a young man in the 1970s. Describe the execution 103 minute full length sports comedy feature film Released in 2800 theaters Additional distribution: Streaming, DVD, Blu-ray & Airline Describe the outcome The movie was a commercial success and enjoyed widespread appeal (taking in over $44 million at the domestic box office, receiving a "certified fresh" rating on Rotten Tomatoes and an “A” CinemaScore). In addition, it delivered exceptional ROI (over 5 billion earned media impressions), as well as authentically building Pepsi's equity by creating an ownable cultural moment. And this worldwide moment continued with the release in China in January, 2019. It was also the subject of multiple inquiries from other large advertisers interested in developing similar campaigns. In the wake of its success, a New York Times headline read: “‘Uncle Drew’: Branding Vehicle or Feature Film? Yes.” And the Washington Post declared: “‘Uncle Drew’ shows that audiences will pay to watch branded content.” Finally, The Los Angeles Times headline read: "Uncle Drew Is The Surprise Comedy of The Summer."