Serena Williams' Match Point | Gatorade|短视频|广告营销案例【ADGuider广告指南】

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瑟琳娜 · 威廉姆斯的比赛点 | 佳得乐

案例简介：活动描述我们创建了一个嵌入在标准 Snapchat 广告单元中的 22 级视频游戏。这款游戏带领用户走过了瑟琳娜整个职业生涯的旅程，并挑战他们一路上赢得她的 22 个大满贯中的每一个。我们将每个专业都提炼到一个特定的水平，甚至将瑟琳娜的精确服装和发型复制到一个像素，以确保游戏尽可能在历史上准确。随着每个级别的播放，游戏变得越来越难击败。让用户意识到瑟琳娜 · 威廉姆斯的职业生涯是多么令人印象深刻。结果这个游戏很受欢迎，获得了超过 3.95亿个印象，每三个人中就有一人分享。数百家媒体报道了它的特色，从体育到游戏到技术。通过挑战平台的叙述，我们能够在 Snapchat 上做一些从未做过的事情 -- 我们让用户停下来。花在我们游戏上的时间超过三分钟，是 Snapchat 平均时间的 65 倍。证明不管媒体是什么，每个人都有时间写一个伟大的故事。执行该游戏被放在 Snapchat 上的 ESPN Discover 页面中，并在美国公开赛期间运行。因为他们的故事是为锦标赛定制的，所以这是接触我们的目标观众并利用我们的游戏向他们传授更多关于锦标赛最受欢迎的瑟琳娜 · 威廉姆斯的完美场所。概要瑟琳娜 · 威廉姆斯可以说是世界上最伟大的女运动员。她已经统治网球运动超过 20 年，创造了许多记录，并在此过程中获得了 22 个主要冠军。当她进入去年的美国公开赛时，佳得乐想庆祝这位多产运动员的职业生涯，同时试图把她的成就放在正确的角度。然而，我们有一个问题。我们试图接触的青少年观众没有时间上历史课。他们忙于应用程序，比如 Snapchat，一眨眼就在浏览盲目的内容。我们必须找到一种方式来讲述我们的故事，但以他们的方式。战略 Snapchat 是我们青少年观众最常用的社交媒体平台。随着超过 10000万活跃用户每天观看 100亿个视频，这个数字令人愤慨。但是由于内容数量过多，Snapchat 帖子的平均点击率不到三秒钟。这意味着平台是接触我们观众的最有效方式，但不是让他们参与的最有效方式。我们需要弄清楚如何让他们在不到三秒钟的时间内吸收 20 年的体育历史。我们决定最好的方法是给他们一些他们从未见过的东西，但也给他们一些适合这个平台的东西。经典讲故事和现代社会参与的完美结合。

瑟琳娜 · 威廉姆斯的比赛点 | 佳得乐

案例简介：CampaignDescription We created a 22-level video game embedded within a standard Snapchat ad unit. The game took users through the journey of Serena’s entire career and challenged them to win each of her 22 Grand Slams along the way. We distilled every Major into a specific level and even duplicated Serena’s exact outfits and hairstyles down to a pixel to make sure the game was as historically accurate as possible. And with each level played, the game became harder and harder to beat. Making users aware of just how impressive Serena Williams’ career really is. Outcome The game was a hit, garnering over 395 million impressions and shared by one in every three people who came across it. It was featured by hundreds of media outlets, ranging in topics from sports to gaming to technology. By challenging the narrative of the platform, we were able to do something on Snapchat that had never been done - we got users to stop. Spending over three minutes on our game, 65 times longer than the Snapchat average. Proving that no matter the medium, everyone has time for a great story. Execution The game was placed within the ESPN Discover page on Snapchat and ran for the duration of the US Open. Since their story was customized for the tournament, it was the perfect place to reach our target audience and use our game to teach them even more about the tournament’s heavy favorite - Serena Williams. Synopsis Serena Williams is arguably the greatest female athlete the world has ever seen. She has reigned over the sport of tennis for over 20 years, setting numerous records, and capturing 22 Major Championships along the way. As she headed into last year’s US Open, Gatorade wanted to celebrate the career of this prolific athlete, while attempting to put her accomplishments into perspective. However, we had a problem. The teen audience we were trying to reach had no time for our history lesson. They’re busy on apps, like Snapchat, flipping through mindless content at the blink of an eye. We had to find a way to tell our story, but on their terms. Strategy Snapchat is our teen audience's most-used social media platform. With over 100 million active users watching 10 billion videos a day, the numbers are outrageous. But because of this inordinate amount of content, the average click-through rate of a Snapchat post is less than three seconds. Which means the platform was the most effective way to reach our audience, but not the most effective way to get them to engage. We needed to figure out how to get them to absorb 20 years of sports history in less than three seconds. We decided the best way to do this was to give them something they've never seen, but also something that fit the platform. The perfect mix of classic storytelling and modern social engagement.