Call of Duty - Moment of Truth Case|微电影|广告营销案例【ADGuider广告指南】

使命召唤-真相时刻案例

案例简介：Stendahls在动视最新发行的新竞选活动中寻找真相-《使命召唤: 黑色行动冷战》。本地激活将有影响力的营销推向了一个新的高度。全球游戏玩家一直在倒计时新的《使命召唤: 黑色行动冷战》发布的日子。在瑞典，动视决定发起一项针对那些喜欢玩视频游戏但不一定自称是铁杆游戏玩家的人的本地活动。游戏发生在冷战的最后几年。在这个时代，信息被认为是至关重要的资产，测谎仪测试是掌握信息的常用方法。瑞典广告公司Stendahls提出了使用著名艺术家和影响者的想法，并将他们置于大多数名人都熟悉的情况下-问答环节。但是最初是普通的名人采访，很快就变成了冷战的审讯。真相时刻是一系列电影，其中有影响力的人被带到一个秘密的地下审讯室，与测谎仪相连，并回答其追随者的问题-所有这些都是由俄罗斯特工提出的。 -不管喜欢与否，影响者必须被视为当今营销中的重要资产。Stendahls的撰稿人Mikael Andersson说，使用有影响力的人的问题是，您可能会失去对输出的控制，这通常会导致根本没有任何创意的 “合作”。艺术总监亚历山大·斯科格隆德 (Alexander Skoglund) 继续: -我们希望改变许多品牌与有影响力的人合作的方式，并表明您可以创建高质量的交流，这既有趣又与产品相关。该活动受到了好评，并在当地论坛和社交媒体上开始了热烈的对话，包括14,500评论，喜欢和分享。

使命召唤-真相时刻案例

案例简介：Stendahls goes in the search of truth in new campaign for Activision’s latest release – Call of Duty: Black Ops Cold War. Local activation takes influencer marketing to a new level. Gamers worldwide have been counting down the days to the release of the new Call of Duty: Black Ops Cold War. In Sweden, Activision decided to launch a local campaign aimed at those who enjoyed playing video games but didn’t necessarily identify themselves as hardcore gamers. The game play takes place during the final years of the Cold War. An era where information was considered a vital asset, and polygraph tests were a common way to get hold of it. The Swedish advertising agency Stendahls came up with the idea of using famous artists and influencers, and putting them in a situation that most celebrities are familiar with – Q&A sessions. But what started out as ordinary celebrity interviews, soon became Cold War interrogations. Moment of Truth is a series of films where influencers are brought to a secret underground interrogation room, connected to a lie detector and made to answer questions from their followers – all asked by a Russian agent. – Like it or not, influencers have to be considered a vital asset in marketing today. The problem with using influencers, however, is that you can lose control of the output, which often leads to ‘collaborations’ without any creative idea at all, says Mikael Andersson, Copywriter at Stendahls. Alexander Skoglund, Art Director, continues: – We wanted to change the way many brands work with influencers and show that you can create high quality communication which is entertaining for the audience but also relevant for the product. The campaign has been very well received and started a lively conversation in local forums and on social media, including +14,500 comments, likes and shares.