Guilty Party: A Multi-Platform Mystery Series That Redefines The Narrative Model|微电影|广告营销案例【ADGuider广告指南】

有罪派对: 重新定义叙事模式的多平台神秘系列

案例简介：大纲见见阿什利。作为Z一代的一员，她在互联网上长大，自称是社交媒体迷。尽管阿什利和她的许多同龄人一样关系密切，但她大部分空闲时间都是独自度过的。今天的青少年外出更少，约会更少，并且报告感觉比前几代人更加孤立。事实上，青少年自杀率和抑郁症的发生率飙升得如此之快，以至于心理学家担心Z世代正开始精神卫生的流行。我们的目标是创建一个交互式数字系列，为阿什利和她的朋友提供一个安全的空间，同时巩固AT&T在建设娱乐未来中的作用。通过为阿什利提供一个以一种新的娱乐特许经营为中心的社区，我们希望她在处理对她来说很重要的问题时不会感到如此孤独，比如网络欺凌，性，收入不平等，精神卫生倡导。策略我们的策略是建立有罪的派对，这样我们就可以像朋友一样和观众说话，而不是像传统系列一样。通过研究，我们确定了阿什利和她的朋友们体验现实生活戏剧的方式的关键模式，并将其反映在新的叙事模式中，粉丝们通过他们最喜欢的平台参与了故事，包括YouTube，instagram、Twitter、Tumblr、GIPHY和Facebook。我们通过传统剧集和社交媒体档案将我们的角色带入生活，模糊了友谊和娱乐之间的界限。每天，他们制作视频日记来捍卫自己的清白，在评论区互相争斗，并直接实时回复观众。通过让我们的角色直接与粉丝交谈，就像他们是同一个学生团体的成员一样，我们让我们的Z一代观众沉浸在故事情节中，而不必训练他们如何参与。结果世界上的Ashleys为我们的内容疯狂 -- 在短短十周内，有罪党积累了6500万的浏览量、3.51亿的印象和3900万的参与。我们的YouTube有机参与度是行业标准的5.7倍，粉丝们不仅仅喜欢我们的内容: 他们为误判角色写了一段段道歉，分享了他们自己脆弱的经历，并成立了支持小组。粉丝们说，我们不同的影响者，包括黑人、西班牙裔和男女同性恋、双性恋和变性者演员，让他们最终在屏幕上看到自己。我们终曲的评论部分充满了歌迷庆祝罪恶派对身临其境的方式，并明确感谢AT&T创造了 “电视的未来” 我们很乐意分享每一条评论，但宁静S.他们总结得很好: “上帝，我太喜欢这个了。一个互动系列，你在故事中发生，你和角色交谈!有罪的派对是一次令人惊奇的经历.太棒了。" 执行在十周的时间里，犯罪派对邀请粉丝们扮演侦探，并在九集YouTube上拼凑这个谜，61个视频，在超过38个社交频道上，拥有超过1,600条定制内容。我们成立了私人数据挖掘小组，为我们的超级侦探提供秘密线索，并创建了一个功能正常的博客，粉丝们可以在那里提交自己的理论。整个赛季，我们都认真倾听观众的心声，并就贴近他们内心的话题进行真正的对话。为了向他们展示我们在倾听，我们将他们自己的一些评论融入了节目最关键的时刻。为了结束这个赛季，我们举办了一个现场活动，粉丝们在我们的节目中扮演学生，在社交媒体上寻找最终线索，然后聚在一起参加一个世界，包容性返校节庆祝活动。活动描述很舒适。关心。明白。已连接。当你经历专门为你做的事情时，这些都是你的感受。Z一代越来越多地寻求娱乐体验，让他们沉浸在故事中，并与自己的激情保持一致。但是，尽管年轻的男性消费者有大量旨在满足这种冲动的叙事视频游戏，但女性一代已经明显落后了。尽管像阿什利这样的女孩试图通过他们最喜欢的节目的游戏和社交媒体扩展把这些点自己联系起来，但有一个为年轻人量身定制的互动叙事的巨大空白，多样化的女性观众。我们的想法是通过设计一个开创性的原创系列来填补这个空白，邀请年轻的女性观众实时播放这个故事。进入有罪派对，这是社交媒体一代的一个互动之谜，粉丝是侦探。

有罪派对: 重新定义叙事模式的多平台神秘系列

案例简介：Synopsis Meet Ashley. As part of Generation Z, she grew up on the Internet and is a self-proclaimed social-media junkie. Even as hyper-connected as Ashley is, like many of her peers, she spends most of her free time alone. Today’s teens go out less, date less, and report feeling more isolated than previous generations. In fact, rates of teen suicide and depression have skyrocketed so much that psychologists worry Gen Z is at the onset of a mental health epidemic. Our goal was to create an interactive digital series that would act as a safe space for Ashley and her friends, while also cementing AT&T’s role in building the future of entertainment. By providing Ashley with a community centered around a new kind of entertainment franchise, we hoped she might not feel so alone when dealing with issues that matter to her like cyber-bullying, sexuality, income inequality, and mental health advocacy. Strategy Our strategy was to build Guilty Party so that we could speak to our audience more like a friend, and less like a traditional series. Through research, we identified key patterns in the way Ashley and her friends experienced real-life drama and mirrored them in a new narrative model where fans participated in the story across their favorite platforms including YouTube, Instagram, Twitter, Tumblr, GIPHY, and Facebook. We blurred the lines between friendship and entertainment by bringing our characters to life in traditional episodes and through social media profiles. Every day, they made video diaries to defend their innocence, fought each other in comment sections, and directly responded to audience members in real time. By having our characters talk directly with fans like they were members of the same student body, we immersed our Gen Z audience into a storyline without having to train them how to participate. Outcome The Ashleys of the world went crazy for our content—in just ten weeks, Guilty Party accumulated 65 million views, 351 million impressions, and 39 million engagements. With our organic YouTube engagement rate 5.7 times the industry standard, fans more than simply liked our content: they wrote paragraph-long apologies to characters for misjudging them, shared their own vulnerable experiences, and formed support groups. Fans said our diverse cast of influencers, including black, Hispanic, and LGBTQ actors, allowed them to finally see themselves on screen. Our finale’s comment section overflowed with fans celebrating Guilty Party’s immersive approach, and explicitly thanking AT&T for creating “the future of tv.” We’d love to share every comment, but Serenity S. summed them up pretty well: “God I love this so much. An interactive series where you take place in the story and you talk to the characters! Guilty Party has been an amazing experience...Bravo.” Execution Over the course of ten weeks, Guilty Party invited fans to play detective and piece together the mystery across nine YouTube episodes, 61 videos, and on over 38 social channels with more than 1,600 pieces of custom content. We formed private DM groups where we dropped secret clues for our super-sleuths and created a functioning blog where fans could submit their own theories. All season, we carefully listened to our audience and had real conversations about topics that were close to their hearts. And, to show them that we were listening, we incorporated some of their own comments into the show’s most pivotal moments. To close out the season, we hosted a live event where fans cosplayed as students in our show, scavenger-hunting for final clues on social media and then coming together for an in-world, inclusive homecoming celebration. CampaignDescription Cozy. Cared for. Understood. Connected. These are all things you feel when you experience something that was made specifically for you. Generation Z increasingly seeks entertainment experiences that let them immerse themselves in the story and align with their passions. But while young male consumers have plenty of narrative video games designed to satisfy this urge, female Gen Zers have been noticeably left behind. Even though girls like Ashley were attempting to connect the dots themselves through gaming and social media extensions of their favorite shows, there was a massive white space for interactive narratives tailored to a young, diverse female audience. Our idea was to fill this white space by designing a groundbreaking original series where young female viewers were invited to play along with the story in real time. Enter Guilty Party, an interactive YA mystery for the social media generation where the fans are the detectives.