Wasteland with a V|短视频|广告营销案例【ADGuider广告指南】

带 V 的荒地

案例简介：简介: V 能量饮料销量下降和澳大利亚青年之间的相关性。Connext 所进行的研究发现，“这将增进你一点” 是一种有效的法令》的消息-24's，达不到他们的; OMD 发现大部分 V 青年演示转移他们的注意力从电视的游戏平台，如抽搐。游戏的现在比好莱坞的一个通道，大量的指标与澳大利亚青年我们想谈谈。; 当 TKT 受命帮助 V 能量进入这个空间，我们就知道我们是不同的。大多数品牌的广告赞助的游戏，都叫的电子竞技联赛。而进入这个拥挤的空间，我们的战略是建立可播放的内容。与游戏开发人员越来越多地提供新鲜的内容后的游戏版本，我们知道 V '将在需求; 战略; V 能量饮料的品牌平台的最后一个月年 "大打,这提高了你.一个 bit'-喝饮料不会让你超人，但它会让你更好的东西。。我们知道我们想要影响月一位更好，但我们也希望，所采用的方式，使返回的社区。我们要以奖励他们的参与和与我们的品牌。要做到这一点，首先我们问他们他们想要的东西加以改进。; 我们从更深的影响项目在 2017年11月的 Reddit 发帖子问 "如果你能提高辐射月只是一点点，你会怎么做？ "。我们收到了数以百计的答复和本通知的 mod 的特点，水平，武器和特征 (见执行 ”); 相关性; 当公司进入游戏世界，它们支持的电子竞技或广告牌为其产品在 “世界” 的游戏。我们走的更远。我们创造了一个 V 品牌模式，使整个月一位更好的视频游戏的影响; 我们让玩家娱乐多月时间的新游戏。当他们发现我们的自动售货机的比赛他们解锁满军一整个世界的新特点，新水平，装甲，武器, 100 年代的新行的对话和故事情节都是在游戏电台; 结果，成千上万的玩家看月流的 V-品牌内容时有效地重新融入我们的观众。是的我们已超过 2,000,000 人，但他们也是人，倾斜的大量的法令》-24 s 和服务具有影响力的人士中他们注意。; 广告客户会告诉你在 Facebook 死有机广告，但它还是活蹦乱跳的,如果你找到合适的社区外的 Facebook，放大你的品牌的故事。对我们来说，这是游戏网站连结 Mods，分 Reddits，成立俱乐部和游戏本身; 其他功能饮料有玩的游戏，但始终作为法人实体购买冠名权。我们的品牌内容不提供了视频的人，它可以是一种方式，使一个品牌的社会; 在一个月内有超过 30,000 的下载和 100,000 多个小时的游戏加。它被译成法文; 执行; 国防部开始加 V 能量饮料的游戏为消费对象。国防部的规模超越了这三个多小时的新内容和几十种功能; 组建了国防部使用辐射美国第四创作套装满两个月。我们再开始对这个社会的 Nexus 的属性。在那里，我们曾与社区的反馈来压制错误和调整它。我们推出的 Xbox，流与收缩的影响力超过 600,000 观众的参与。我们覆盖的各大游戏博客和杂志。我们是在数月趋势模式，运动，甚至变成不辞而别。; 作为一个品牌，其唯一的目的是改善我们喝一点，我们使这一主张，对生活的改善不仅在游戏人物,但整个游戏中的世界; 活动说明; V 品牌的视频游戏 mod 月的影响，使得整个游戏好一点.; 我们要进入游戏世界，但我们不想按照公约和赞助商的拥挤的电子竞技市场; 相反，我们针对社区月余波的玩家来说，最大的是有史以来之一。我们偷偷去 Reddit 和问他们，他们会更好的游戏 "有点"; 然后，我们用这些后果要求建立更好: 一模，包含三个小时的新的故事内容、新动力护甲套装，新的武器和几十个功能; 我们还增加了一个 V 能量进入游戏。当玩家喝着饮料，所有数据都好一点儿了。这是在世界各地的自动售货机标 "属性的无耻的植入式广告公司" 不断繁衍下去，即使完成了三个小时的内容。

带 V 的荒地

案例简介：Synopsis;V Energy Drink was experiencing declines in sales and relevance amongst young Australians. Research undertaken by Connext found that while “The Massive Hit That Improves You a Bit” is an effective message for 18- 24’s, it’s not reaching them.;OMD found large segments of V Energy’s youth demo moved their attention from TV to gaming platforms like Twitch. Gaming’s now bigger than Hollywood and as a channel it massively over-indexes with the Australian youth we want to talk to.;When TKT was tasked to help V Energy enter this space, we knew we had to be different. Most brands who advertise in gaming do so with named sponsorships in eSports leagues. Instead of entering this over- crowded space, our strategy was to create playable content for them. With game developers increasingly being expected to provide fresh content long after a games release, we knew V’s would be in demand.;Strategy;V Energy Drink’s brand platform for the last 5 years has been ‘The massive hit, that improves you… a bit’ - drinking our drink won’t make you superhuman but it will make you a bit better at stuff.;We knew we wanted to make Fallout 4 a bit better but we also wanted to do it in a way that gave back to the gaming community. We wanted to reward them for engaging and interacting with our brand. To do this, we started by asking them what they wanted to be improved.;We started the Bit Better Fallout project in November 2017 with a post on Reddit asking "if you could improve Fallout 4 just a bit, what would you do?". We received hundreds of responses and this informed the development of the mod as well as the features, levels, weapons and characters (see execution for more detail).;Relevancy;When companies enter the video game world, they sponsor eSports or include a billboard for their product in “the world” of the game. We went WAY further than this. We created a V branded mod that made the whole video game of Fallout 4 a bit better.;We kept gamers entertained with over 3 hours of new gameplay. When they found our vending machine in the game they unlocked an entire world with over 7 new characters, new levels, armour, weapons, 100s of new lines of dialogue and story lines even an in game radio station.;Outcome;Literally thousands of gamers watched the 4 hour stream of V-branded content effectively reconnecting us with our audience. Yes we reached over 2,000,000 people, but they were also the right people, skewed heavily to 18-24s and served by influential personalities in a medium where they paid attention.;Advertisers will tell you that Facebook killed organic advertising, but it’s still alive and well, if you find the right communities outside of Facebook to amplify your brand story. For us, it was gaming sites like Nexus Mods, Sub- Reddits, Creation Club and in the game itself.;Other Energy Drinks have played in gaming, but always as corporate entities buying naming rights. Our branded content wasn’t a long-form video that nobody watches, it can be a way to involve a brand with a community.;In one month there were over 30,000 downloads and 100,000+ hours of gameplay plus. It was translated into French.;Execution;The mod all started by adding V Energy Drink into the game as a consumable object. The scale of the mod went way beyond this with over three hours of new content and dozens of features.;We created the mod using Fallout 4's Creation Kit over two months. We then soft-launched to the PC community on Nexus Mods. There, we worked with the community's feedback to squash bugs and tweak it.;We launched on Xbox,and streamed with Twitch Influencers to over 600,000 engaged viewers. We got coverage in all the major gaming blogs and mags. We were the number 1 trending mod over the campaign and it was even translated into frence.;As a brand whose sole purpose is to improve our drinkers a bit, we brought that proposition to life by improving not only their in game character, but their entire in-game world.;Campaign Description;A V branded video game mod for Fallout 4 that made the entire game a bit better.;We wanted to enter the world of gaming, but we didn't want to follow convention and sponsor the crowded eSports market.;Instead, we targeted the community of Fallout 4 gamers, one of the biggest games in history. We covertly went on Reddit and asked them how they would improve the game "a bit".;We then used those requests to create Bit Better Fallout: A mod that incorporated three hours of new story content, new Power Armor suits, new weapons and dozens more features.;We also added V Energy into the game. When players drank the drink, all of their stats were improved a bit. These were placed around the world in vending machines labeled "Property of Shameless Product Placement Inc" continually spawning indefinitely even after the three hours of content was completed.