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        天启现场

        案例简介：相关性 随着互动直播游戏《天启》的推出，live RTL2 和 FOX 已经使用 Facebook 的互动工具进入了完全未知的领域。不仅在戏剧和技术挑战方面，而且在直接社区管理方面。控制事件的是社区动力。 概要 《行尸走肉》 -- 这个大型系列的第六季和第七季于 2016 秋季在德国发布。电视台 RTL2 和福克斯想在社交网络上接触粉丝 -- 无论是旧的还是新的。但是这些粉丝被宠坏了。之前的行尸走肉预告活动已经非常棒了。那么，RTL2 和 FOX wow 是如何成为一个已经看到了几乎所有东西的粉丝社区的呢？ 执行 这两位 YouTube 明星突然发现自己身处僵尸启示录中间的贫瘠荒地。僵尸在一栋被毁的建筑里攻击他们，他们必须逃跑 -- 但是去哪里呢？Jarow 和 Kurono 在 Facebook 上直播了自己和他们的情况。总理: 他们的命运掌握在加入 Facebook 直播的观众手中。在两片广播中，观众使用 Facebook 反应按钮实时干预和控制游戏。例如，对于其中一个主角的决定，“心” 代表 “一起战斗”，而愤怒的笑脸代表 “牺牲库罗诺”。用户决定接下来会发生什么。由导演、摄像人员、技术人员等组成的 50 人团队。，根据粉丝的投票方式来改变场景，以秒为单位。主角也会实时回复 Facebook 的评论。 结果 互动 Facebook live 游戏的第一部分非常成功，以至于一些用户已经怀疑是预制作的假游戏。但是，就在冒险的第二部分之前，一只僵尸咬穿了馈线 -- 或者至少这是娱乐危机沟通所说的。第二部分必须推迟。粉丝们都疯了: 发生了什么事？什么时候又开始了？结果是: 更多的嗡嗡声。由于所谓的故障，reach 增加了十倍。第二部分从一天的延迟开始，这正是它取得更大成功的原因。直播游戏超出了所有预期: 超过 200万次现场观看。现场订婚 100,000。和一个总额达到约 10000万。但最棒的是 -- 《行尸走肉》继续在 RTL2 上吸引观众，并再次打破福克斯的观看记录，现在是最成功的系列。 活动描述 需要一个非凡的想法。一些独特的东西，这是以前从未做过的，让粉丝社区惊叹。所以 RTL2 和 FOX 使用了一种全新的未经测试的技术。想法: 天启直播 -- 世界上第一个互动的 Facebook 直播游戏。两个 YouTube 明星，被僵尸包围，被遗弃在贫瘠的荒地。他们的命运在脸谱网上直播。用户可以使用 Facebook 的反应按钮实时决定这两个人应该做什么。该团队以秒为单位改变了情节 -- 这正是用户想要的，也是基于 Facebook 的评论。 战略 仅在德国的 Facebook 上就有非常活跃和热情的 150万粉丝。他们已经与美国连续剧制作者和演员保持密切联系。因此，要达到这个要求很高的目标群体，需要大量的敏感性。这些考虑导致了这个策略，让 Facebook 上的两个主要粉丝页面成为游戏的现场记者。为了在社交网络上接触到新的粉丝，直播游戏在 Facebook 和 YouTube 上发布，就像电视上的壮观一样。与目标群体 RTL2 和 FOX 一致，他们的直播游戏吸引了 YouTube 明星。可以这么说，Jarow 和 Kurono 一起带来了超过 200万名用户。但在调性和真实性方面，RTL2 和 FOX 也做出了正确的选择。

        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 随着互动直播游戏《天启》的推出，live RTL2 和 FOX 已经使用 Facebook 的互动工具进入了完全未知的领域。不仅在戏剧和技术挑战方面，而且在直接社区管理方面。控制事件的是社区动力。 概要 《行尸走肉》 -- 这个大型系列的第六季和第七季于 2016 秋季在德国发布。电视台 RTL2 和福克斯想在社交网络上接触粉丝 -- 无论是旧的还是新的。但是这些粉丝被宠坏了。之前的行尸走肉预告活动已经非常棒了。那么，RTL2 和 FOX wow 是如何成为一个已经看到了几乎所有东西的粉丝社区的呢？ 执行 这两位 YouTube 明星突然发现自己身处僵尸启示录中间的贫瘠荒地。僵尸在一栋被毁的建筑里攻击他们，他们必须逃跑 -- 但是去哪里呢？Jarow 和 Kurono 在 Facebook 上直播了自己和他们的情况。总理: 他们的命运掌握在加入 Facebook 直播的观众手中。在两片广播中，观众使用 Facebook 反应按钮实时干预和控制游戏。例如，对于其中一个主角的决定，“心” 代表 “一起战斗”，而愤怒的笑脸代表 “牺牲库罗诺”。用户决定接下来会发生什么。由导演、摄像人员、技术人员等组成的 50 人团队。，根据粉丝的投票方式来改变场景，以秒为单位。主角也会实时回复 Facebook 的评论。 结果 互动 Facebook live 游戏的第一部分非常成功，以至于一些用户已经怀疑是预制作的假游戏。但是，就在冒险的第二部分之前，一只僵尸咬穿了馈线 -- 或者至少这是娱乐危机沟通所说的。第二部分必须推迟。粉丝们都疯了: 发生了什么事？什么时候又开始了？结果是: 更多的嗡嗡声。由于所谓的故障，reach 增加了十倍。第二部分从一天的延迟开始，这正是它取得更大成功的原因。直播游戏超出了所有预期: 超过 200万次现场观看。现场订婚 100,000。和一个总额达到约 10000万。但最棒的是 -- 《行尸走肉》继续在 RTL2 上吸引观众，并再次打破福克斯的观看记录，现在是最成功的系列。 活动描述 需要一个非凡的想法。一些独特的东西，这是以前从未做过的，让粉丝社区惊叹。所以 RTL2 和 FOX 使用了一种全新的未经测试的技术。想法: 天启直播 -- 世界上第一个互动的 Facebook 直播游戏。两个 YouTube 明星，被僵尸包围，被遗弃在贫瘠的荒地。他们的命运在脸谱网上直播。用户可以使用 Facebook 的反应按钮实时决定这两个人应该做什么。该团队以秒为单位改变了情节 -- 这正是用户想要的，也是基于 Facebook 的评论。 战略 仅在德国的 Facebook 上就有非常活跃和热情的 150万粉丝。他们已经与美国连续剧制作者和演员保持密切联系。因此，要达到这个要求很高的目标群体，需要大量的敏感性。这些考虑导致了这个策略，让 Facebook 上的两个主要粉丝页面成为游戏的现场记者。为了在社交网络上接触到新的粉丝，直播游戏在 Facebook 和 YouTube 上发布，就像电视上的壮观一样。与目标群体 RTL2 和 FOX 一致，他们的直播游戏吸引了 YouTube 明星。可以这么说，Jarow 和 Kurono 一起带来了超过 200万名用户。但在调性和真实性方面，RTL2 和 FOX 也做出了正确的选择。

        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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