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突破 2
案例简介：概要 《 Breaking2 》是一部 55 分钟的纪录片，由国家地理工作室与肮脏的强盗合作，并与耐克合作制作。这部电影讲述了三名世界级选手试图在不到两小时内跑马拉松的旅程。这部电影将人性和个人的声音带入了这个巨大的月球时刻和令人难以置信的运动追求，强调了跑步者的选择，理想马拉松条件的识别, 以及创造一只跑步鞋，让这一切成为可能 -- 同时引导主要角色作为个人灵感的来源。我们的目标是通过我们标志性的讲故事能力，以一种捕捉全球观众心灵的方式来表达 “Breaking2” 项目，并创作一部鼓舞人心的全访问纪录片让世界各地的消费者思考他们自己的潜力。 战略 利用协作、创造性的讲故事方法，我们通过 2 小时马拉松障碍的镜头捕捉到了人类潜力的力量。通过前往跑步者的祖国，会见他们的家人，参加他们的训练跑步，我们创造了一个如此纯粹的故事情节，不可能不关心接下来会发生什么。这个故事让观众深入到美国各地的体育创新中心，以更好地理解应对这一非凡壮举所需的科学见解和技术。然后它搬到了东非的土路上 -- 暴露了科学家和运动教练之间的紧张关系，以及发展世界顶尖选手的简陋设施。发行策略旨在满足消费者随时随地的需求 -- 在美国和欧洲播放广播，在 VOD/EST 和 YouTube 上以 34 种语言进行数字访问。 相关性 你如何阻止世界去追求打破 2 小时马拉松 -- 跑步中最重要的时刻之一？《 Breaking2 》做到了这一点，我们的体育电影纪录片讲述了这一挑战的非凡旅程。有了《 Breaking2 》，我们能够创作一部生活在体育和科学交叉路口的体育电影。跑步爱好者和非跑步爱好者都发现自己与三个杰出英雄的独特和赋予权力的故事密切相关，因为他们在 Autodromo Nazionale Monza complex 上测试了人类潜力的极限固定 2.4 公里环路。 结果 “Breaking2” 是一个巨大的成功。这部纪录片在所有平台上都达到了 231 +，并获得了 4 毫米 + 混合媒体纪录片的观看。Breaking2 在 67 个国家以 34 种语言在 YouTube 上播放，并在 10 个 VOD/EST 平台以及 Twitter 和 Facebook 上与消费者见面。这部电影以 34 次无商业首映，并获得了广泛的社会推广，这推动了观众和推广获得了 875 的印象。社会情绪非常积极，首播期间超过一半的推文表达了这部纪录片的 “爱”。这项运动在体育页面之外创造了嗡嗡声和势头，包括《综艺》、《彭博》和《 NPR 》 (等等) 在内的 43 个媒体报道，总共吸引了 963 多名在线读者, 并获得 761 的估计意见和 8.52 的社会股份。 执行 将 2017年5月的 Breaking2 比赛与 9月的纪录片首映式相提并论，我们通过简短的社会批评来激发人们的意识 -- 挑逗运动员, 科学和创新带来了整个生命旅程。9月20日，这部电影在美国东部时间下午8点在我们的有线网络上首映。这部电影第二天在 10 个视频点播平台上上映，包括在 YouTube 上以 34 种语言播放。它在我们的网络和 fs1 上广播了 33 次。为了提高人们对马拉松比赛和首映式的认识，我们在《 Breaking2 》首映式之前，对娱乐、消费者和体育媒体进行了强有力的调整，以建立势头。通过消费者优先和混合媒体分发方法，我们利用传统的线性频道、数字和视频点播频道，优化了各地观众的参与。我们仍然在 YouTube 上每周获得 40K 以上的浏览量，没有积极的营销。 活动描述 前往埃塞俄比亚、厄立特里亚和肯尼亚，《 Breaking2 》记录了三名精英跑步者不知疲倦地训练，以打破人类耐力的最大障碍之一 -- 2 小时马拉松。通过 Breaking2 努力的镜头，我们不仅对这一尝试背后的创新深度有所了解, 但也给生活带来了不那么可量化的成分 -- 心和思想的力量。凭借以充满文化色彩的乐谱为后盾的惊险摄影，观众很快发现自己为每个跑步者加油，因为他们独特的故事和个性栩栩如生。尽管这个故事令人心碎的结果是几乎没有错过 2 小时的分数，“Breaking2” 显然是一个鼓舞人心的、辛酸的和迷人的胜利。它表明，胜利和荣耀不仅仅是胜利; 这是关于到达那里所需的旅程 -- 一个超越体育世界的普遍信息。
突破 2
案例简介：Synopsis “Breaking2” is a 55-minute documentary produced by National Geographic Studios in association with Dirty Robber and in partnership with Nike. The film tells the journey of three world-class runners as they attempt to run a marathon in under two hours. Bringing humanity and personal voice to the enormity of this moonshot moment and incredible athletic pursuit, the film highlights the selection of runners, the identification of ideal marathon conditions, and the creation of a running shoe that can make it all possible — all while channeling the main characters as a source of personal inspiration. Our objectives were to articulate the “Breaking2” project in a way that captured the hearts and minds of a global audience through the lens of our hallmark storytelling prowess and to create an inspiring all-access documentary that engaged consumers around the world to think about their very own potential. Strategy Leveraging a collaborative, creative storytelling approach, we captured the power of human potential through the lens of the 2-hour marathon barrier. By traveling to the runners’ home countries, meeting their families and participating in their training runs, we created a storyline so pure, it was impossible not to care about what came next. The story took viewers deep into athletic innovation centers across the U.S. to grant a better understanding of the scientific insights and technology needed to tackle this extraordinary feat. It then moved onto the dirt roads of eastern Africa — exposing the tensions between scientists and athletic trainers and the humble facilities that develop the top runners of the world. The distribution strategy was designed to meet the consumer whenever and wherever they wanted — with broadcast airings in the U.S. and Europe and digital access across VOD/EST and on YouTube in 34 languages. Relevancy How do you stop the world to engage in the pursuit of breaking the 2-hour marathon — one of the biggest moments in running? “Breaking2” did just that, and our sports film documentary told the remarkable journey of that challenge. With “Breaking2,” we were able to create a sports film that lived at the intersection of sport and science. Both running fans and non-running fans alike found themselves personally connected and drawn to the unique and empowering stories of three remarkable heroes as they tested the limits of human potential on the Autodromo Nazionale Monza complex’s fixed 2.4-km loop. Outcome “Breaking2” was a resounding success. The documentary reached of 231MM+ across all platforms, and garnered 4MM+ mixed-media documentary views. Broadcast in 67 countries and in 34 languages available with closed captioning on YouTube, Breaking2 met consumers where they were with access on 10 VOD/EST platforms and on Twitter and Facebook. The film premiered commercial-free with 34 encores, and received extensive social promotion which — driving viewership and promotion garnering 875K impressions. Social sentiment was overwhelmly positive, with more than half the tweets during the premiere broadcast expressing “love” of the documentary. The campaign created buzz and momentum outside of the sports pages with 43 pieces of coverage in outlets including Variety, Bloomberg and NPR (among others) — reaching a total of 963M+ online readers, and securing 761K estimated views and 8.52K social shares. Execution Bridging the Breaking2 race in May 2017 to the documentary premiere in September, we drove awareness through short-form social strytelling — teasing out the athletes, the science and the innovation that brought the entire journey to life. On September 20, the film premiered commercial-free on our cable network at 8pm EST. The film was made available the next day on 10 VOD platforms, including on YouTube in 34 languages. It was broadcast an additional 33 times across our network, and on FS1. To drive awareness between the time of the marathon and the premiere, we conducted a robust tune-in campaign — priming entertainment, consumer and sports media to build momentum before “Breaking2” premiered. With a consumer-first and mixed media distribution approach, we optimized engagement among audiences everywhere by leveraging traditional linear channels, digital, and VOD channel. We are still garnering 40K+ views a week on YouTube with no active marketing. CampaignDescription Traveling to Ethiopia, Eritrea and Kenya, “Breaking2” chronicles three elite runners who are training tirelessly to shatter one of the biggest barriers in human endurance — the 2-hour marathon. Through the lens of the Breaking2 endeavor, we not only created an understanding of the depth of innovation behind this attempt, but also brought to life less quantifiable components — the power of the heart and the mind. With breathtaking cinematography backed by a culturally charged musical score, viewers quickly found themselves rooting for each runner as their unique stories and personalities came to life. Despite the story’s heartbreaking outcome of barely missing the 2-hour mark, “Breaking2” was nonetheless a win — inspiring, poignant and captivating. It illustrated that there’s more to triumph and glory than just winning; it’s about the journey it takes to get there — a universal message that reaches far beyond the world of sports.
Breaking2
案例简介：概要 《 Breaking2 》是一部 55 分钟的纪录片，由国家地理工作室与肮脏的强盗合作，并与耐克合作制作。这部电影讲述了三名世界级选手试图在不到两小时内跑马拉松的旅程。这部电影将人性和个人的声音带入了这个巨大的月球时刻和令人难以置信的运动追求，强调了跑步者的选择，理想马拉松条件的识别, 以及创造一只跑步鞋，让这一切成为可能 -- 同时引导主要角色作为个人灵感的来源。我们的目标是通过我们标志性的讲故事能力，以一种捕捉全球观众心灵的方式来表达 “Breaking2” 项目，并创作一部鼓舞人心的全访问纪录片让世界各地的消费者思考他们自己的潜力。 战略 利用协作、创造性的讲故事方法，我们通过 2 小时马拉松障碍的镜头捕捉到了人类潜力的力量。通过前往跑步者的祖国，会见他们的家人，参加他们的训练跑步，我们创造了一个如此纯粹的故事情节，不可能不关心接下来会发生什么。这个故事让观众深入到美国各地的体育创新中心，以更好地理解应对这一非凡壮举所需的科学见解和技术。然后它搬到了东非的土路上 -- 暴露了科学家和运动教练之间的紧张关系，以及发展世界顶尖选手的简陋设施。发行策略旨在满足消费者随时随地的需求 -- 在美国和欧洲播放广播，在 VOD/EST 和 YouTube 上以 34 种语言进行数字访问。 相关性 你如何阻止世界去追求打破 2 小时马拉松 -- 跑步中最重要的时刻之一？《 Breaking2 》做到了这一点，我们的体育电影纪录片讲述了这一挑战的非凡旅程。有了《 Breaking2 》，我们能够创作一部生活在体育和科学交叉路口的体育电影。跑步爱好者和非跑步爱好者都发现自己与三个杰出英雄的独特和赋予权力的故事密切相关，因为他们在 Autodromo Nazionale Monza complex 上测试了人类潜力的极限固定 2.4 公里环路。 结果 “Breaking2” 是一个巨大的成功。这部纪录片在所有平台上都达到了 231 +，并获得了 4 毫米 + 混合媒体纪录片的观看。Breaking2 在 67 个国家以 34 种语言在 YouTube 上播放，并在 10 个 VOD/EST 平台以及 Twitter 和 Facebook 上与消费者见面。这部电影以 34 次无商业首映，并获得了广泛的社会推广，这推动了观众和推广获得了 875 的印象。社会情绪非常积极，首播期间超过一半的推文表达了这部纪录片的 “爱”。这项运动在体育页面之外创造了嗡嗡声和势头，包括《综艺》、《彭博》和《 NPR 》 (等等) 在内的 43 个媒体报道，总共吸引了 963 多名在线读者, 并获得 761 的估计意见和 8.52 的社会股份。 执行 将 2017年5月的 Breaking2 比赛与 9月的纪录片首映式相提并论，我们通过简短的社会批评来激发人们的意识 -- 挑逗运动员, 科学和创新带来了整个生命旅程。9月20日，这部电影在美国东部时间下午8点在我们的有线网络上首映。这部电影第二天在 10 个视频点播平台上上映，包括在 YouTube 上以 34 种语言播放。它在我们的网络和 fs1 上广播了 33 次。为了提高人们对马拉松比赛和首映式的认识，我们在《 Breaking2 》首映式之前，对娱乐、消费者和体育媒体进行了强有力的调整，以建立势头。通过消费者优先和混合媒体分发方法，我们利用传统的线性频道、数字和视频点播频道，优化了各地观众的参与。我们仍然在 YouTube 上每周获得 40K 以上的浏览量，没有积极的营销。 活动描述 前往埃塞俄比亚、厄立特里亚和肯尼亚，《 Breaking2 》记录了三名精英跑步者不知疲倦地训练，以打破人类耐力的最大障碍之一 -- 2 小时马拉松。通过 Breaking2 努力的镜头，我们不仅对这一尝试背后的创新深度有所了解, 但也给生活带来了不那么可量化的成分 -- 心和思想的力量。凭借以充满文化色彩的乐谱为后盾的惊险摄影，观众很快发现自己为每个跑步者加油，因为他们独特的故事和个性栩栩如生。尽管这个故事令人心碎的结果是几乎没有错过 2 小时的分数，“Breaking2” 显然是一个鼓舞人心的、辛酸的和迷人的胜利。它表明，胜利和荣耀不仅仅是胜利; 这是关于到达那里所需的旅程 -- 一个超越体育世界的普遍信息。
Breaking2
案例简介：Synopsis “Breaking2” is a 55-minute documentary produced by National Geographic Studios in association with Dirty Robber and in partnership with Nike. The film tells the journey of three world-class runners as they attempt to run a marathon in under two hours. Bringing humanity and personal voice to the enormity of this moonshot moment and incredible athletic pursuit, the film highlights the selection of runners, the identification of ideal marathon conditions, and the creation of a running shoe that can make it all possible — all while channeling the main characters as a source of personal inspiration. Our objectives were to articulate the “Breaking2” project in a way that captured the hearts and minds of a global audience through the lens of our hallmark storytelling prowess and to create an inspiring all-access documentary that engaged consumers around the world to think about their very own potential. Strategy Leveraging a collaborative, creative storytelling approach, we captured the power of human potential through the lens of the 2-hour marathon barrier. By traveling to the runners’ home countries, meeting their families and participating in their training runs, we created a storyline so pure, it was impossible not to care about what came next. The story took viewers deep into athletic innovation centers across the U.S. to grant a better understanding of the scientific insights and technology needed to tackle this extraordinary feat. It then moved onto the dirt roads of eastern Africa — exposing the tensions between scientists and athletic trainers and the humble facilities that develop the top runners of the world. The distribution strategy was designed to meet the consumer whenever and wherever they wanted — with broadcast airings in the U.S. and Europe and digital access across VOD/EST and on YouTube in 34 languages. Relevancy How do you stop the world to engage in the pursuit of breaking the 2-hour marathon — one of the biggest moments in running? “Breaking2” did just that, and our sports film documentary told the remarkable journey of that challenge. With “Breaking2,” we were able to create a sports film that lived at the intersection of sport and science. Both running fans and non-running fans alike found themselves personally connected and drawn to the unique and empowering stories of three remarkable heroes as they tested the limits of human potential on the Autodromo Nazionale Monza complex’s fixed 2.4-km loop. Outcome “Breaking2” was a resounding success. The documentary reached of 231MM+ across all platforms, and garnered 4MM+ mixed-media documentary views. Broadcast in 67 countries and in 34 languages available with closed captioning on YouTube, Breaking2 met consumers where they were with access on 10 VOD/EST platforms and on Twitter and Facebook. The film premiered commercial-free with 34 encores, and received extensive social promotion which — driving viewership and promotion garnering 875K impressions. Social sentiment was overwhelmly positive, with more than half the tweets during the premiere broadcast expressing “love” of the documentary. The campaign created buzz and momentum outside of the sports pages with 43 pieces of coverage in outlets including Variety, Bloomberg and NPR (among others) — reaching a total of 963M+ online readers, and securing 761K estimated views and 8.52K social shares. Execution Bridging the Breaking2 race in May 2017 to the documentary premiere in September, we drove awareness through short-form social strytelling — teasing out the athletes, the science and the innovation that brought the entire journey to life. On September 20, the film premiered commercial-free on our cable network at 8pm EST. The film was made available the next day on 10 VOD platforms, including on YouTube in 34 languages. It was broadcast an additional 33 times across our network, and on FS1. To drive awareness between the time of the marathon and the premiere, we conducted a robust tune-in campaign — priming entertainment, consumer and sports media to build momentum before “Breaking2” premiered. With a consumer-first and mixed media distribution approach, we optimized engagement among audiences everywhere by leveraging traditional linear channels, digital, and VOD channel. We are still garnering 40K+ views a week on YouTube with no active marketing. CampaignDescription Traveling to Ethiopia, Eritrea and Kenya, “Breaking2” chronicles three elite runners who are training tirelessly to shatter one of the biggest barriers in human endurance — the 2-hour marathon. Through the lens of the Breaking2 endeavor, we not only created an understanding of the depth of innovation behind this attempt, but also brought to life less quantifiable components — the power of the heart and the mind. With breathtaking cinematography backed by a culturally charged musical score, viewers quickly found themselves rooting for each runner as their unique stories and personalities came to life. Despite the story’s heartbreaking outcome of barely missing the 2-hour mark, “Breaking2” was nonetheless a win — inspiring, poignant and captivating. It illustrated that there’s more to triumph and glory than just winning; it’s about the journey it takes to get there — a universal message that reaches far beyond the world of sports.
突破 2
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