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        天启现场

        案例简介：相关性 互动在线游戏天启的活 RTL2 和福克斯已迈出了第一步到完全不为人知的互动的工具的 Facebook。不仅在 dramaturgical 和技术挑战，而且还直接社区管理。它是社会动态的单独的控制活动。 概要 行尸走肉-季节月、月的 mega 系列的推出在德国的下跌 2016。RTL2 和福克斯电视台想伸手去迷上社交网站-新旧。但球迷们宠坏了。此前预告宣传的行尸走肉已经非常棒。那么如何 RTL2 和狐狸哇球迷社区已经看到几乎所有的？ 执行 YouTube 上的星星突然发现自己的一块空地，在中间的僵尸启示。植物大战僵尸攻击他们在废弃的建筑和他们逃跑--但在哪里？Jarow 和 Kurono 播出他们自己和他们的生活状况在 Facebook 上。温家宝: 他们的命运是放到观众手中，加入 Facebook 的现场直播。在两片广播，观众使用 Facebook 的反应的按钮进行干预和控制比赛的实时性。例如，为主角的决定的 “心” 是指 “共同战斗”，而愤怒的笑脸 Kurono 表示 “牺牲”。用户决定下一步会发生什么。一个月会员组主任、摄影师、技师等变化情况取决于球迷投票，在几秒钟内平。主要人物要对 Facebook 的评论是实时的。 结果 Facebook 真人互动游戏的第一部分是如此巨大的成功，有些用户已经察觉到预先制作假。但是，第二部分的冒险，僵尸咬透料线--或者至少这是有趣的危机传播。第二部分已被推迟。球迷们都疯了: 怎么了？什么时候开始？结果: 更多的嗡嗡声。因为所谓的分解，达到增加十倍。第二部分从一天的延迟，这是什么使得它更大的成功.在线游戏超越期望: 超过 200万的生活意见。现场投入的 100,000。和一个总额达到约 10000万。但最重要的是--行尸走肉继续吸引听众的 RTL2 摔再次查看记录的狐狸，现在是最成功的系列。 活动描述 一个显着的想法是有必要的。一些独特的，从未做过的 wow 的风扇。所以 RTL2 和狐狸用一个全新的、未经检验的技术。这个想法: 启示活--全球首款 Facebook 真人互动游戏。两个 YouTube 明星、废弃的荒山荒地，僵尸包围。他们的命运是络绎不绝地活在 Facebook 上。和用户决定这两个应该做什么-实时使用 Facebook 的反应的按钮。该队在几秒钟内改变故事情节平就在路的用户，也根据 Facebook 的评论。 战略 在 Facebook 上德国仅有一个非常积极和热情风扇底座 150万风扇。他们已经有密切接触的美国系列者和行动者。因此，它需要大量的灵敏度达到这个要求的目标群体。在考虑了战略，使两个主要扇页在 Facebook 上，记者的游戏。向新迷上社交网站的在线游戏是 Facebook 和 YouTube 上发布像电视壮观。符合目标群体 RTL2 和福克斯魅力的星星的在线游戏。Jarow 和 Kurono 共同拥有超过 200万万用户他们带着他们，可以这么说。而且在调性和真实性，RTL2 和福克斯已经做出了正确的选择。

        天启现场

        案例简介：Relevancy With the interactive live game APOCALYPSE LIVE RTL2 and FOX have taken a step into completely unknown territory using the interaction tools of Facebook. Not only in terms of the dramaturgical and technical challenges but also with regard to direct community management. It was the community dynamic alone that controlled the event. Synopsis THE WALKING DEAD – the seasons 6 and 7 of this mega series launches in Germany in fall 2016. The TV stations RTL2 and FOX want to reach out to fans on the social web – both old and new. But these fans are spoiled. Previous teaser campaigns for THE WALKING DEAD have already been incredibly awesome. So how do RTL2 and FOX wow a fan community that has already seen virtually everything? Execution The two YouTube stars suddenly find themselves in a barren wasteland in the middle of a zombie apocalypse. The zombies attack them in a ruined building and they have to escape – but where to? Jarow and Kurono broadcast themselves and their situation live on Facebook. The premier: their destiny is put into the hands of the audience that joins the Facebook live broadcast. During the two-piece broadcast, the viewers use the Facebook reaction buttons to intervene and control the game in real time. For example, for one of the protagonists decisions the “heart” stands for “fight together”, while the angry smiley stands for “sacrifice Kurono”. The users decide what happens next. A 50-member team of director, camera people, technicians, etc., change the scenario depending on how the fans vote, in seconds flat. The main characters also respond to Facebook comments in real time. Outcome The first part of the interactive Facebook live game is such a success that some users already suspect a pre-produced fake. But then, right before the second part of the adventure, a zombie bites through the feed cable – or at least that’s what the entertaining crisis communication says.The second part has to be postponed. The fans are going crazy: What’s happened? When’s it starting again? The result: even more buzz. Because of the supposed breakdown, reach increases tenfold. The second part starts with one-day delay and that is exactly what makes it an even bigger success.The live game exceeded all expectations: More than two million live views. A live engagement of 100,000. And a total reach of about 100 million. But best of all – THE WALKING DEAD continued to captivate audiences on RTL2 and broke viewing records again for FOX, now being the most successful series. CampaignDescription A remarkable idea was needed. Something unique, that had never been done before to wow the fan community. So RTL2 and FOX used a totally new, untested technology. The Idea: APOCALYPSE LIVE – the world’s first interactive Facebook live game. Two YouTube stars, abandoned in a barren wasteland, surrounded by zombies. Their fate is streamed live on Facebook. And the users decide what the two should do – in real time using the Facebook reaction buttons. The team changes the plot in seconds flat – in just the way the users want, also on the basis of the Facebook comments. Strategy On Facebook Germany alone there is an extremely active and passionate fan-base of 1.5 million fans. They are already in close contact with the American serial-makers and actors. So it needs a great amount of sensitivity to reach this demanding target group. The considerations resulted in the strategy, to make the two leading fan pages on Facebook to live reporters of the game. To reach out to new fans on the social web the live game is announced on Facebook and YouTube like a TV spectacular.Consistent with the target group RTL2 and FOX allure YouTube stars for their live game. Jarow and Kurono together have over two million subscribers whom they bring along with them, so to speak. But also in terms of tonality and authenticity, RTL2 and FOX have made the right choice.

        Apocalypse Live

        案例简介：相关性 互动在线游戏天启的活 RTL2 和福克斯已迈出了第一步到完全不为人知的互动的工具的 Facebook。不仅在 dramaturgical 和技术挑战，而且还直接社区管理。它是社会动态的单独的控制活动。 概要 行尸走肉-季节月、月的 mega 系列的推出在德国的下跌 2016。RTL2 和福克斯电视台想伸手去迷上社交网站-新旧。但球迷们宠坏了。此前预告宣传的行尸走肉已经非常棒。那么如何 RTL2 和狐狸哇球迷社区已经看到几乎所有的？ 执行 YouTube 上的星星突然发现自己的一块空地，在中间的僵尸启示。植物大战僵尸攻击他们在废弃的建筑和他们逃跑--但在哪里？Jarow 和 Kurono 播出他们自己和他们的生活状况在 Facebook 上。温家宝: 他们的命运是放到观众手中，加入 Facebook 的现场直播。在两片广播，观众使用 Facebook 的反应的按钮进行干预和控制比赛的实时性。例如，为主角的决定的 “心” 是指 “共同战斗”，而愤怒的笑脸 Kurono 表示 “牺牲”。用户决定下一步会发生什么。一个月会员组主任、摄影师、技师等变化情况取决于球迷投票，在几秒钟内平。主要人物要对 Facebook 的评论是实时的。 结果 Facebook 真人互动游戏的第一部分是如此巨大的成功，有些用户已经察觉到预先制作假。但是，第二部分的冒险，僵尸咬透料线--或者至少这是有趣的危机传播。第二部分已被推迟。球迷们都疯了: 怎么了？什么时候开始？结果: 更多的嗡嗡声。因为所谓的分解，达到增加十倍。第二部分从一天的延迟，这是什么使得它更大的成功.在线游戏超越期望: 超过 200万的生活意见。现场投入的 100,000。和一个总额达到约 10000万。但最重要的是--行尸走肉继续吸引听众的 RTL2 摔再次查看记录的狐狸，现在是最成功的系列。 活动描述 一个显着的想法是有必要的。一些独特的，从未做过的 wow 的风扇。所以 RTL2 和狐狸用一个全新的、未经检验的技术。这个想法: 启示活--全球首款 Facebook 真人互动游戏。两个 YouTube 明星、废弃的荒山荒地，僵尸包围。他们的命运是络绎不绝地活在 Facebook 上。和用户决定这两个应该做什么-实时使用 Facebook 的反应的按钮。该队在几秒钟内改变故事情节平就在路的用户，也根据 Facebook 的评论。 战略 在 Facebook 上德国仅有一个非常积极和热情风扇底座 150万风扇。他们已经有密切接触的美国系列者和行动者。因此，它需要大量的灵敏度达到这个要求的目标群体。在考虑了战略，使两个主要扇页在 Facebook 上，记者的游戏。向新迷上社交网站的在线游戏是 Facebook 和 YouTube 上发布像电视壮观。符合目标群体 RTL2 和福克斯魅力的星星的在线游戏。Jarow 和 Kurono 共同拥有超过 200万万用户他们带着他们，可以这么说。而且在调性和真实性，RTL2 和福克斯已经做出了正确的选择。

        Apocalypse Live

        案例简介：Relevancy With the interactive live game APOCALYPSE LIVE RTL2 and FOX have taken a step into completely unknown territory using the interaction tools of Facebook. Not only in terms of the dramaturgical and technical challenges but also with regard to direct community management. It was the community dynamic alone that controlled the event. Synopsis THE WALKING DEAD – the seasons 6 and 7 of this mega series launches in Germany in fall 2016. The TV stations RTL2 and FOX want to reach out to fans on the social web – both old and new. But these fans are spoiled. Previous teaser campaigns for THE WALKING DEAD have already been incredibly awesome. So how do RTL2 and FOX wow a fan community that has already seen virtually everything? Execution The two YouTube stars suddenly find themselves in a barren wasteland in the middle of a zombie apocalypse. The zombies attack them in a ruined building and they have to escape – but where to? Jarow and Kurono broadcast themselves and their situation live on Facebook. The premier: their destiny is put into the hands of the audience that joins the Facebook live broadcast. During the two-piece broadcast, the viewers use the Facebook reaction buttons to intervene and control the game in real time. For example, for one of the protagonists decisions the “heart” stands for “fight together”, while the angry smiley stands for “sacrifice Kurono”. The users decide what happens next. A 50-member team of director, camera people, technicians, etc., change the scenario depending on how the fans vote, in seconds flat. The main characters also respond to Facebook comments in real time. Outcome The first part of the interactive Facebook live game is such a success that some users already suspect a pre-produced fake. But then, right before the second part of the adventure, a zombie bites through the feed cable – or at least that’s what the entertaining crisis communication says.The second part has to be postponed. The fans are going crazy: What’s happened? When’s it starting again? The result: even more buzz. Because of the supposed breakdown, reach increases tenfold. The second part starts with one-day delay and that is exactly what makes it an even bigger success.The live game exceeded all expectations: More than two million live views. A live engagement of 100,000. And a total reach of about 100 million. But best of all – THE WALKING DEAD continued to captivate audiences on RTL2 and broke viewing records again for FOX, now being the most successful series. CampaignDescription A remarkable idea was needed. Something unique, that had never been done before to wow the fan community. So RTL2 and FOX used a totally new, untested technology. The Idea: APOCALYPSE LIVE – the world’s first interactive Facebook live game. Two YouTube stars, abandoned in a barren wasteland, surrounded by zombies. Their fate is streamed live on Facebook. And the users decide what the two should do – in real time using the Facebook reaction buttons. The team changes the plot in seconds flat – in just the way the users want, also on the basis of the Facebook comments. Strategy On Facebook Germany alone there is an extremely active and passionate fan-base of 1.5 million fans. They are already in close contact with the American serial-makers and actors. So it needs a great amount of sensitivity to reach this demanding target group. The considerations resulted in the strategy, to make the two leading fan pages on Facebook to live reporters of the game. To reach out to new fans on the social web the live game is announced on Facebook and YouTube like a TV spectacular.Consistent with the target group RTL2 and FOX allure YouTube stars for their live game. Jarow and Kurono together have over two million subscribers whom they bring along with them, so to speak. But also in terms of tonality and authenticity, RTL2 and FOX have made the right choice.

        天启现场

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        Apocalypse Live

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