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    英格玛行动

    案例简介:为什么这项工作与媒体相关? 为了推出第二次世界大战射手战地五号,电子游戏需要重新吸引核心粉丝,首先激活行业,直接将社交热门归因于销售。 我们的解决方案: Enigma行动 -- 一款绝密的多平台替代现实游戏 (ARG),使用通用EA-ID在 30 个不同渠道中个性化体验,创造 40,000 个人体验。 为了与玩家交流,我们开发了一个人工智能驱动的 “秘密代理”,使用自然语言处理 (NLP) 来阅读玩家信息,用 7 种不同的语言创造真正的个人体验。 35% 参与任务的游戏玩家在发布前预定了战地V,投资回报率为 287%。 背景 EA游戏需要通过重新吸引核心战地粉丝来抵御PubG,Fortnite和其他免费射击游戏的攻击,以便在战地V推出之前建立邪教水平的兴趣。 通常,视频游戏发布成功取决于核心粉丝的影响力和声音。作为微影响者,他们的声音在更广泛的公众中产生共鸣和放大,是推动真正需求的原因。 我们需要更进一步,在 5 个月的发布前阶段展示战地V销售的直接归属。媒体预算为零。 描述创意/见解 (30% 的选票) 推出新的视频游戏很复杂。 像电影首映一样,成功往往是由核心粉丝的影响力和声音决定的。作为微影响者,他们的声音与公众驱动需求和长期玩家参与产生共鸣和放大。 要推出二战射手战地V,EA游戏需要重新点燃核心粉丝。在YouTube上,过去游戏中粉丝制作的战地复活节彩蛋视频的浏览量超过 10亿次 (比以前所有战地发射预告片的总和还要多),我们知道如何吸引这些铁杆玩家 -- 给他们一个诱人的秘密来解开。 这个秘密: 英格玛行动 -- 一款绝密的多平台替代现实游戏 (ARG),涉及 60 个独特的谜题,用 7 种语言隐藏在 30 个不同的频道中。 这场战役在《战地五号》推出前 5 个月就开始了,秘密和线索让我们痴迷的观众去寻找、跟随、理解和分享,为我们传播《战地五号》的信息。 描述策略 (20% 的选票) 归因对证明成功至关重要。 我们的策略特别复杂,因为我们在互联网上的 30 个不同的技术平台上隐藏了谜题、线索和挑战。5 个月来,玩家在YouTube上播放预告片,在Spotify的乐谱中发现了秘密信息,通过谷歌地图在二战历史目的地找到线索,并使用真实的spycraft技术,如隐写法,揭示隐藏在维基百科内的信息。 每一次互动都是为了产生可测量的结构化或非结构化数据,这些数据能够根据玩家的旅程进行个性化响应。我们开发了一种新的方法,通过一个通用的EA-ID来协调这一点,它允许我们通过 30 个渠道个性化 40,000 个人。通过这种方式,我们将未知的参与玩家变成了已知的,可操作的,单一客户记录。 描述执行情况 (20% 的选票) 为了支持个人通信,我们构建了两个AI驱动的通信引擎,通过电子邮件和信使聊天提供实时响应。我们用 7 种不同的语言制造了这些定制引擎。 这些人工智能驱动的 “秘密代理” 使用自然语言处理 (NLP) 来阅读和响应玩家信息,为世界各地的玩家提供真正的个人体验。我们采用结构化数据源,如总访问量、回访时间和停留时间,结合非结构化数据,以输入我们定制的NLP算法,实现实时功能和响应个性化。 在AWS数据环境中托管,AI支持的代理以编码指令进行响应,以 7 种不同语言与玩家交互以提供实时,基于玩家个人旅程的一对一互动。 列出结果 (30% 的选票) 我们的 40,000 微影响者在 5 个月内产生了超过 7.3 的印象、评论和分享。所有这些都是零媒体支出。 但是更好的是,因为我们收集、链接和跟踪每个参与者到一个唯一的EA-ID,所以我们能够关闭归因循环。这揭示了 35% 参与英格玛行动的玩家在发布前预定了战地V,提供了 287% 的投资回报率,这使得它成为特许经营历史上最有效的营销激活。

    英格玛行动

    案例简介:Why is this work relevant for Media? To launch World War II shooter Battlefield V, EA Games needed to re-engage core fans with an industry-first activation that directly attributed social buzz to a sale. Our solution: Operation Enigma - a top-secret, multi-platform Alternate Reality Game (ARG) using a Universal EA-ID to personalize experiences across 30 different channels, creating 40,000 individual-level experiences. To communicate with players, we developed an AI-powered ‘secret agent’ using Natural Language Processing (NLP) to read player messages, creating genuinely personal experiences in 7 different languages. 35% of gamers who engaged with the mission pre-ordered Battlefield V ahead of launch, delivering an ROI of 287%. Background EA Games needed to defend against the onslaught of PubG, Fortnite and other free-to-play shooters by re-engaging core Battlefield fans to build cult level interest ahead of the launch of Battlefield V. Typically, video game launch success is determined by the impact and voice of the core fans. As micro-influencers, their voices resonating and amplifying with the broader public is what drives real demand. We needed to go one step further and demonstrate a direct attribution to Battlefield V sales from this engagement over a 5-month pre-launch period. With zero media budget. Describe the creative idea/insights (30% of vote) Launching a new video game is complex. Like movie premieres, success is often determined by the impact and voice of core fans. As micro-influencers, their voices resonating and amplifying with the public drives demand and long-term player engagement. To launch World War II shooter Battlefield V, EA Games needed to re-ignite core fans. With over 1 billion YouTube views of fan-created Battlefield Easter Egg videos from past games (more views than all previous Battlefield launch trailers combined), we knew how to engage these hardcore gamers – by giving them a tantalising secret to unravel. That secret: Operation Enigma - a top-secret, multi-platform Alternate Reality Game (ARG) involving 60 unique puzzles, hidden across 30 different channels in 7 languages. The campaign started 5 months before Battlefield V’s launch, with secrets and clues for our obsessive audiences to find, follow, figure out and share, spreading the message of Battlefield V for us. Describe the strategy (20% of vote) Attribution was mission-critical to proving success. Our strategy was especially complex given we hid puzzles, clues and challenges across 30 different technology platforms across the internet. For 5 months, players Shazamed trailers in YouTube, found secret messages inside sheet music within Spotify, found clues at historic WWII destinations through Google Maps and used real spycraft techniques like steganography to reveal messages hidden within Wikipedia. Every interaction was designed to produce measurable structured or unstructured data that enabled personalized responses based on where players were in their journey. We developed a new way to orchestrate this through a Universal EA-ID which allowed us to personalize 40,000 individuals across 30 channels. Through this we turned what would have been unknown engaged players into known, actionable, single customer records. Describe the execution (20% of vote) To power individual communications we built two AI-powered communication engines to deliver real-time responses across Email & Messenger Chat. We built these bespoke engines in 7 different languages. These AI-powered ‘secret agents’ used Natural Language Processing (NLP) to read and respond to player messages, enabling genuinely personal experiences for players around the world. We took structured data sources like total visits, time between return visits and dwell time, married with unstructured data, to feed into our custom-built NLP algorithm, enabling real-time capability and responsive personalisation. Hosted on an AWS data environment, the AI-powered agents responded with coded instructions, interacting with players in 7 different languages to deliver real-time, one-to-one interactions based on players’ individual journeys. List the results (30% of vote) Our 40,000 micro-influencers generated over 7.3m impressions, comments and shares over the 5-month period. All with zero media spend. But better yet, because we collected, linked and tracked every participant to a unique EA-ID we were able to close the loop in attribution. This revealed that 35% of gamers who engaged with the Operation Enigma pre-ordered Battlefield V ahead of launch, delivering an ROI of 287%, making this the most effective marketing activation in the franchise's history.

    Operation Enigma

    案例简介:为什么这项工作与媒体相关? 为了推出第二次世界大战射手战地五号,电子游戏需要重新吸引核心粉丝,首先激活行业,直接将社交热门归因于销售。 我们的解决方案: Enigma行动 -- 一款绝密的多平台替代现实游戏 (ARG),使用通用EA-ID在 30 个不同渠道中个性化体验,创造 40,000 个人体验。 为了与玩家交流,我们开发了一个人工智能驱动的 “秘密代理”,使用自然语言处理 (NLP) 来阅读玩家信息,用 7 种不同的语言创造真正的个人体验。 35% 参与任务的游戏玩家在发布前预定了战地V,投资回报率为 287%。 背景 EA游戏需要通过重新吸引核心战地粉丝来抵御PubG,Fortnite和其他免费射击游戏的攻击,以便在战地V推出之前建立邪教水平的兴趣。 通常,视频游戏发布成功取决于核心粉丝的影响力和声音。作为微影响者,他们的声音在更广泛的公众中产生共鸣和放大,是推动真正需求的原因。 我们需要更进一步,在 5 个月的发布前阶段展示战地V销售的直接归属。媒体预算为零。 描述创意/见解 (30% 的选票) 推出新的视频游戏很复杂。 像电影首映一样,成功往往是由核心粉丝的影响力和声音决定的。作为微影响者,他们的声音与公众驱动需求和长期玩家参与产生共鸣和放大。 要推出二战射手战地V,EA游戏需要重新点燃核心粉丝。在YouTube上,过去游戏中粉丝制作的战地复活节彩蛋视频的浏览量超过 10亿次 (比以前所有战地发射预告片的总和还要多),我们知道如何吸引这些铁杆玩家 -- 给他们一个诱人的秘密来解开。 这个秘密: 英格玛行动 -- 一款绝密的多平台替代现实游戏 (ARG),涉及 60 个独特的谜题,用 7 种语言隐藏在 30 个不同的频道中。 这场战役在《战地五号》推出前 5 个月就开始了,秘密和线索让我们痴迷的观众去寻找、跟随、理解和分享,为我们传播《战地五号》的信息。 描述策略 (20% 的选票) 归因对证明成功至关重要。 我们的策略特别复杂,因为我们在互联网上的 30 个不同的技术平台上隐藏了谜题、线索和挑战。5 个月来,玩家在YouTube上播放预告片,在Spotify的乐谱中发现了秘密信息,通过谷歌地图在二战历史目的地找到线索,并使用真实的spycraft技术,如隐写法,揭示隐藏在维基百科内的信息。 每一次互动都是为了产生可测量的结构化或非结构化数据,这些数据能够根据玩家的旅程进行个性化响应。我们开发了一种新的方法,通过一个通用的EA-ID来协调这一点,它允许我们通过 30 个渠道个性化 40,000 个人。通过这种方式,我们将未知的参与玩家变成了已知的,可操作的,单一客户记录。 描述执行情况 (20% 的选票) 为了支持个人通信,我们构建了两个AI驱动的通信引擎,通过电子邮件和信使聊天提供实时响应。我们用 7 种不同的语言制造了这些定制引擎。 这些人工智能驱动的 “秘密代理” 使用自然语言处理 (NLP) 来阅读和响应玩家信息,为世界各地的玩家提供真正的个人体验。我们采用结构化数据源,如总访问量、回访时间和停留时间,结合非结构化数据,以输入我们定制的NLP算法,实现实时功能和响应个性化。 在AWS数据环境中托管,AI支持的代理以编码指令进行响应,以 7 种不同语言与玩家交互以提供实时,基于玩家个人旅程的一对一互动。 列出结果 (30% 的选票) 我们的 40,000 微影响者在 5 个月内产生了超过 7.3 的印象、评论和分享。所有这些都是零媒体支出。 但是更好的是,因为我们收集、链接和跟踪每个参与者到一个唯一的EA-ID,所以我们能够关闭归因循环。这揭示了 35% 参与英格玛行动的玩家在发布前预定了战地V,提供了 287% 的投资回报率,这使得它成为特许经营历史上最有效的营销激活。

    Operation Enigma

    案例简介:Why is this work relevant for Media? To launch World War II shooter Battlefield V, EA Games needed to re-engage core fans with an industry-first activation that directly attributed social buzz to a sale. Our solution: Operation Enigma - a top-secret, multi-platform Alternate Reality Game (ARG) using a Universal EA-ID to personalize experiences across 30 different channels, creating 40,000 individual-level experiences. To communicate with players, we developed an AI-powered ‘secret agent’ using Natural Language Processing (NLP) to read player messages, creating genuinely personal experiences in 7 different languages. 35% of gamers who engaged with the mission pre-ordered Battlefield V ahead of launch, delivering an ROI of 287%. Background EA Games needed to defend against the onslaught of PubG, Fortnite and other free-to-play shooters by re-engaging core Battlefield fans to build cult level interest ahead of the launch of Battlefield V. Typically, video game launch success is determined by the impact and voice of the core fans. As micro-influencers, their voices resonating and amplifying with the broader public is what drives real demand. We needed to go one step further and demonstrate a direct attribution to Battlefield V sales from this engagement over a 5-month pre-launch period. With zero media budget. Describe the creative idea/insights (30% of vote) Launching a new video game is complex. Like movie premieres, success is often determined by the impact and voice of core fans. As micro-influencers, their voices resonating and amplifying with the public drives demand and long-term player engagement. To launch World War II shooter Battlefield V, EA Games needed to re-ignite core fans. With over 1 billion YouTube views of fan-created Battlefield Easter Egg videos from past games (more views than all previous Battlefield launch trailers combined), we knew how to engage these hardcore gamers – by giving them a tantalising secret to unravel. That secret: Operation Enigma - a top-secret, multi-platform Alternate Reality Game (ARG) involving 60 unique puzzles, hidden across 30 different channels in 7 languages. The campaign started 5 months before Battlefield V’s launch, with secrets and clues for our obsessive audiences to find, follow, figure out and share, spreading the message of Battlefield V for us. Describe the strategy (20% of vote) Attribution was mission-critical to proving success. Our strategy was especially complex given we hid puzzles, clues and challenges across 30 different technology platforms across the internet. For 5 months, players Shazamed trailers in YouTube, found secret messages inside sheet music within Spotify, found clues at historic WWII destinations through Google Maps and used real spycraft techniques like steganography to reveal messages hidden within Wikipedia. Every interaction was designed to produce measurable structured or unstructured data that enabled personalized responses based on where players were in their journey. We developed a new way to orchestrate this through a Universal EA-ID which allowed us to personalize 40,000 individuals across 30 channels. Through this we turned what would have been unknown engaged players into known, actionable, single customer records. Describe the execution (20% of vote) To power individual communications we built two AI-powered communication engines to deliver real-time responses across Email & Messenger Chat. We built these bespoke engines in 7 different languages. These AI-powered ‘secret agents’ used Natural Language Processing (NLP) to read and respond to player messages, enabling genuinely personal experiences for players around the world. We took structured data sources like total visits, time between return visits and dwell time, married with unstructured data, to feed into our custom-built NLP algorithm, enabling real-time capability and responsive personalisation. Hosted on an AWS data environment, the AI-powered agents responded with coded instructions, interacting with players in 7 different languages to deliver real-time, one-to-one interactions based on players’ individual journeys. List the results (30% of vote) Our 40,000 micro-influencers generated over 7.3m impressions, comments and shares over the 5-month period. All with zero media spend. But better yet, because we collected, linked and tracked every participant to a unique EA-ID we were able to close the loop in attribution. This revealed that 35% of gamers who engaged with the Operation Enigma pre-ordered Battlefield V ahead of launch, delivering an ROI of 287%, making this the most effective marketing activation in the franchise's history.

    英格玛行动

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