The Last Shot|短视频|广告营销案例【ADGuider广告指南】

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最后一枪

案例简介：执行《最后一记》将 4 个巨大的数字屏幕变成了一个完全反应和身临其境的篮球半场 -- 这让玩家进入虚拟时间机器，重现永远改变这项运动的时刻。体验完成了 1000万个发光二极管，7.1 环绕声，球场防守队员和队友，现场播音员和倒计时时钟。虚拟人群、球场图形和标牌中的 8000 名粉丝被精心设计成三个独立的时代。每个玩家都被发送了一部个性化的精彩电影来分享他们的体验，以及一个购买他们试用的鞋子的链接。结果 “最后一枪” 体验是技术创新和品牌讲故事的前所未有的结合。通过体验，球迷们体验了迈克尔·乔丹最伟大时刻的重要性。那些踩在球场上的人被这种经历吹走了，并对这个品牌建立了更深的尊重。 * 请查看机密信息以获得完整结果。 * “#1 全明星周末体验”-ESPN “世界上最酷的篮球场”-连线 “乔丹品牌继续寻找进入下一代的方法”-体育画报 “必看体验”-今日美国战略在乔丹品牌的核心受众中，对乔丹品牌的看法已经发生了变化。曾经被认为是球场表演鞋的领导者，今天它更被称为时尚/街头服饰品牌。乔丹复古鞋 (重新发布的复古款) 远远超过目前的性能产品。挑战是在品牌和性能根源之间重新建立有意义的联系，并激励消费者穿上约旦最新的性能鞋。为了宣传该品牌的 30 周年纪念日，该团队在乔丹品牌的 nba全明星周末庆祝活动的核心创造了 “最后一击”，这是一种完全沉浸式的消费者体验。响应性的半场领先体验让消费者有机会重现迈克尔·乔丹的两个冠军时刻，或者创造他们自己的一个时刻。消费者穿上了来自约旦的最新性能鞋，并在高强度的游戏环境中面对现实生活中的防守者。机密信息现场直播了 3.5 天，吸引了 18,000 多名粉丝。这个故事在全球范围内流传，产生了 6500万的媒体印象。它还产生了 250万的社会参与，并使约旦渠道追随者增长了 190,000。1450 多名球员参加了 “最后一枪”。17% 成功了 (进一步展示了迈克尔非凡的技能)。这位经验丰富的人让 5,000 人试用约旦品牌的 “珍珠包装” -- 它的 30 周年性能鞋。活动结束时，四鞋 “珍珠包装” 系列在零售和在线销售一空。活动描述许多人不知道，迈克尔 · 乔丹在他的大学和专业游戏中的大部分档案镜头都受到了专利保护。通过与 NBA 和 NCAA 的许可合同，乔丹品牌能够获得使用他的两款最具标志性游戏内容的权利，让《最后一枪》栩栩如生。因此，“最后一枪” 体验必须是免费的，内容不能通过互联网或电视以完整的形式传输。有效性对乔丹品牌的看法已经转变为核心受众。曾经被认为是球场表演鞋的领导者，今天它被认为是一个时尚/街头服装品牌。乔丹复古鞋 (重新发布的复古款) 远远超过目前的性能产品。要求是在品牌与其性能根源之间重新建立有意义的联系，并激励消费者尝试乔丹最新的性能鞋。在 NBA 全明星周末的 30 周年纪念活动中，该团队将纽约宾夕法尼亚馆变成了一个互动博物馆，专门展示迈克尔·乔丹和品牌的历史。未来的历史时刻庆祝活动帮助约旦传奇与该品牌目前的产品形成了强大的一致性。“最后一枪” 是一个完全沉浸式的数字装置，半场体验就像一个虚拟时间机器。这个变革性的法庭由 1000万个发光二极管组成，允许游客及时后退一步，重现迈克尔·乔丹标志性的 1982 和 1998 镜头，或者自由式 2015 镜头。每个踏上球场的球员都穿着该品牌最新的表演鞋，处于高强度的游戏中。一旦他们拍摄了照片，他们就会在网上分享 15 秒的精彩体验。历史性的庆祝活动提升了迈克尔·乔丹职业生涯中的决定性时刻，提醒消费者该品牌的性能根源，并允许他们穿最新的科技鞋。实施整个 “最后一枪” 体验旨在让消费者完全沉浸在当下的生活中，并在之后分享一段令人惊叹的内容。数字安装感觉像 t你站在体育场的中心。它把消费者带到了迈克尔·乔丹创造历史的确切时刻 -- 每一个细节都完美地再现了; 从人群的衣柜和造型，到体育场内的标牌, 和球场上的图形。球场上的防守队员和队友，一步一步的指导，以及现场播音员都增加了身临其境的体验。结果 “最后一枪” 体验是技术创新和品牌讲故事的前所未有的结合。通过利用最新技术的体验，粉丝们体验了迈克尔·乔丹最伟大的时刻。消费者感受到了成为有史以来最伟大的玩家之一的真正含义的压力; 只有 17% 的 “最后一击” 者成功了。那些踩在球场上的人被这种经历吹走了，并对这个品牌建立了更深的尊重。 * 请查看机密信息以获得完整结果。 * “#1 全明星周末体验”-ESPN “世界上最酷的篮球场”-连线 “乔丹品牌继续寻找进入下一代的方法”-体育画报 “必看体验”-今日美国相关性乔丹品牌的大部分核心观众 (18 岁到 24 岁) 还没有看到迈克尔·乔丹打篮球。他们对他的了解仅限于二手故事和过时的 YouTube 片段。为了庆祝该品牌成立 30 周年，该团队创造了前所未有的品牌体验，让消费者走进迈克尔·乔丹的鞋子，重现他最著名的镜头。“最后一枪”，一个 LED 半场模拟器，随着时代的特定人群、球场图形和标牌而改变。当你试图在 1982年或 1998 拍摄迈克尔的职业生涯时，现场球员加入了你的行列。该团队与 NBA 和 NCAA 密切合作，研究档案镜头，以确保真实的品牌、球员和拍摄体验。迈克尔的励志名言鼓励粉丝们一路上，每个玩家都收到了一部品牌个性化电影，在网上分享。机密信息这次体验现场直播了 3.5 天，吸引了 18,000 多名粉丝 -- 年轻人和老年人。这个故事在全球范围内流传，产生了 6500万的媒体印象。它还产生了 250万的社会参与，并使约旦渠道追随者增长了 190,000。1450 多名球员参加了 “最后一枪”。17% 成功了 (进一步展示了迈克尔非凡的技能)。这位经验丰富的人让 5,000 人试用约旦品牌的 “珍珠包装” -- 它的 30 周年性能鞋。活动结束时，四鞋 “珍珠包装” 系列在零售和在线销售一空。

最后一枪

案例简介：Execution ‘The Last Shot’ turned 4 huge digital screens into a fully-reactive and immersive basketball half court – that let players step into a virtual time machine to recreate the moments that changed the sport forever. The experience was complete with 10 million LEDs, 7.1 surround sound, on-court defenders and teammates, a live announcer, and a countdown clock. The 8000 fans in the virtual crowd, court graphics, and signage were meticulously styled to the three separate eras. Each player was sent a personalized highlight film of their experience to share online, and a link to purchase the shoes they’d trialled. Outcome ‘The Last Shot’ experience was an unprecedented combination of technical innovation and brand storytelling. Through the experience fans experienced the magnitude of Michael Jordan’s greatest moments. Those who stepped on the court were blown away by the experience, and built a deeper respect for the brand.***Please see confidential information for full results.*** “#1 All-Star Weekend Experience” - ESPN“The World’s Coolest Basketball Court” – WIRED“The Jordan Brand continues to find ways to tap into the next generation” - SPORTS ILLUSTRATED“A must-see experience” – USA TODAY Strategy Among Jordan Brand’s core audience, perception of the Jordan brand has shifted. Once considered a leader in on-court performance shoes, today it’s known more as a fashion/streetwear brand. Jordan retro shoes (re-released vintage models) far outsell current performance products. The challenge was to re-establish a meaningful connection between the brand and its performance roots, and to inspire consumers to take flight in Jordan’s latest performance shoes. To promote the brand’s 30th Anniversary, this team created ‘The Last Shot,’ a fully immersive consumer experience at the heart of the Jordan Brand’s NBA All-Star Weekend celebration.The responsive half-court LED experience gave consumers a chance to recreate two of Michael Jordan’s championship-winning moments, or create one of their own. Consumers laced up the latest performance shoes from Jordan, and faced real-life defenders in a high-intensity, in-game situation. Confidential Information The experience was live for 3.5 days and attracted more than 18,000 fans. The story was picked up globally, generating 65 million earned media impressions. It also generated 2.5 million social engagements, and increased Jordan channel follower growth by 190,000. More than 1450 players took the ‘The Last Shot’. 17% made it (further demonstrating Michael’s extraordinary skills). The experienced allowed 5,000 people to trial the Jordan Brand’s ‘Pearl Pack’ – its 30th anniversary performance shoes. By the end of the event, the four-shoe ‘Pearl Pack’ collection was SOLD OUT in retail and online. Campaign Description Unknown to many, much of the archival footage of Michael Jordan from his collegiate and professional games is very patent protected. Through licensing contracts with the NBA and NCAA, the Jordan Brand was able to secure rights to use the content from two of his most iconic games to bring to life ‘The Last Shot’. Therefore, access to ‘The Last Shot’ experience had to be free and the content could not be streamed in its full form via the internet or TV. Effectiveness Perception of the Jordan brand has shifted amongst its core audience. Once considered a leader in on-court performance shoes, today it is known more as a fashion/streetwear brand. Jordan retro shoes (re-released vintage models) far outsell current performance products. The ask was to re-establish a meaningful connection between the brand and its performance roots and to inspire consumers to try Jordan’s latest performance shoes. For the brand’s 30th anniversary at NBA All-Star Weekend, the team turned New York’s Penn Pavilion into an interactive museum, dedicated to the history of Michael Jordan and the brand. The futuristic celebration of historic moments helped create a strong alignment of the legend of Jordan with the brand’s current offering. ‘The Last Shot’ was a fully immersive digital installation, the half-court experience acted as a virtual time machine. The transformative court was made from 10 million LEDs, and allowed visitors to step back in time to recreate Michael Jordan’s iconic 1982 and 1998 shots, or a freestyle 2015 shot their own. Each player that stepped onto the court laced up in the brand’s latest performance shoes in a high-intensity, in-game situation. And once they had taken the shot, they were delivered a 15 second highlight reel of their experience to share online. The historic celebration elevated defining moments in Michael Jordan’s career, reminding consumers of the performance roots of the brand, and allowed them to wear the latest technology shoes. Implementation The entire ‘The Last Shot’ experience was designed for consumers to be fully immersed in the moment live and have a stunning piece of content to share afterwards. The digital installation felt as though you were standing in the center of a stadium. It transported consumers to the exact moments in time when Michael Jordan made history – with every detail recreated perfectly; from the crowd’s wardrobe and styling, to the in-stadium signage, and the on-court court graphics. On-court defenders and teammates, step-by-step directions, and a live announcer all added to the immersive experience. Outcome ‘The Last Shot’ experience was an unprecedented combination of technical innovation and brand storytelling. Through an experience leveraging the latest technology, fans experienced the magnitude of Michael Jordan’s greatest moments. Consumers felt the pressure of what it truly meant to be a one of the greatest players of all time; only 17 percent of those who took ‘The Last Shot’ made it. Those who stepped on the court were blown away by the experience, and built a deeper respect for the brand.***Please see confidential information for full results.*** “#1 All-Star Weekend Experience” - ESPN“The World’s Coolest Basketball Court” – WIRED“The Jordan Brand continues to find ways to tap into the next generation” - SPORTS ILLUSTRATED“A must-see experience” – USA TODAY Relevancy Much of the Jordan Brand’s core audience (18 to 24) are not old enough to have seen Michael Jordan play basketball. And their knowledge of him is limited to second-hand stories and dated YouTube clips. To celebrate the brand’s 30th Anniversary, the team created an unprecedented brand experience that let consumers step into Michael Jordan’s shoes and recreate his most famous shots. ‘The Last Shot’, an LED half-court simulator, transformed with era specific crowds, court graphics, and signage. Live players joined you on the court as you attempted to take one of Michael’s career defining shots in 1982 or 1998. The team worked closely with the NBA and NCAA, and studied archival footage to ensure an authentic brand, player and shot experience.Motivational quotes from Michael encouraged fans along the way and each player received a branded personalized film to share online. Confidential Information The experience was live for 3.5 days and attracted more than 18,000 fans – young and old. The story was picked up globally, generating 65 million earned media impressions. It also generated 2.5 million social engagements, and increased Jordan channel follower growth by 190,000. More than 1450 players took the ‘The Last Shot’. 17% made it (further demonstrating Michael’s extraordinary skills). The experienced allowed 5,000 people to trial the Jordan Brand’s ‘Pearl Pack’ – its 30th anniversary performance shoes. By the end of the event, the four-shoe ‘Pearl Pack’ collection was SOLD OUT in retail and online.