Adobe Make the Cut (Film Case)|短视频|广告营销案例【ADGuider广告指南】

Adobe Make the Cut (Film Case)

案例简介：SynopsisAdobe Premiere Pro 是世界上最先进的编辑和后期制作软件程序之一。尽管编辑和视频创作者的数量几乎每天都在增加，但免费编辑和基于摄像头的应用程序的数量也在增加。虽然 Premiere Pro 的免费试用似乎可以解决这个问题，但我们面临着另一个挑战: 许多有抱负的创意人员认为学习 pro-level 编辑工具不值得他们花时间, 因为他们中的大多数人从一开始就没有机会获得高质量的镜头。因此，我们需要发展一场自由审判运动，以不可抗拒的动机让审判值得努力。因此，在我们成立 25 周年之际，我们决定给创意社区一些前所未有的东西 -- 一些奖励我们的经验丰富的用户社区的东西, 以及吸引关键的下一代编辑。你的主要受众是年轻的创作者，特别是 18-24 岁的编辑和视频创作者。这与想象龙的粉丝基础的很大一部分重叠。这些年轻的创意人士渴望创作伟大的视频，但既缺乏工具，也缺乏经验丰富的专业人士喜欢的伟大镜头。我们知道，如果我们能给他们一些特别的东西来工作 -- 难以置信的镜头不可能通过正常的方式获得 -- 他们会被激励去尝试一种令人生畏的新工具。 ancyadobe 的成功为品牌/艺术家合作开辟了新天地，也是 Adobe 有史以来最有效的活动之一。虽然其他合作伙伴向观众发起了创建或共同创建的挑战，但从未有过真正开源的音乐视频。为乐队自己的音乐视频拍摄的所有原始镜头都提供给了创意社区。这项活动不仅提升了 Adobe 品牌，并导致了前所未有的产品下载，还帮助信徒成为今年最大的歌曲之一。每个人都赢了。 outcome80K 下载视频片段和 10k 全长粉丝切割来自 28 个不同国家的视频提交 677k 粉丝在 25 天的比赛期间访问了来自 160 个不同国家的 makethecut.adobe.com。一系列的音乐, 电影，娱乐,行业媒体活动也打破了 Adobe 的期望，即通过 13k 的 Premiere Pro 下载接触新的潜在用户，并证明与年轻的创作者有联系, 64% 的视频提交来自 18-25 岁的编辑，在 25 天内执行，Adobe,想象一下，龙和 Interscope Records 执行了一个多点触摸程序，通过我们的联合社交渠道 Adobe.com 、目标电子邮件、影响者外联、微型网站、客户支持和事件扩展。这些包括乐队的个性化信息、拍摄的幕后视频，甚至当地的编辑研讨会。挑战也被本地化为优先区域，并被翻译成 11 种不同的语言。Campaign DescriptionWe 与想象龙合作，创建了世界上第一个开源音乐视频。我们拍摄了龙的新音乐视频，信徒，并向公众提供了整个视频。不仅仅是完成的视频文件，而是整个视频拍摄。所有原始镜头。每一个镜头。每个角度。每一个音符。然后，我们挑战了世界各地的编辑、视频创作者和电影制作人，使用 Adobe Premiere Pro 的免费试用，让他们接受这一切，进行剪辑，并自己制作。

Adobe Make the Cut (Film Case)

案例简介：SynopsisAdobe Premiere Pro is one the most advanced editing and post-production software programs in the world. And while the number of editors and video creators increases almost daily, so do the number of free editing & camera based apps. And while free trials of Premiere Pro would seem to solve this problem, we faced another challenge: many aspiring creatives feel that learning a pro-level editing tool isn’t worth their time, since most of them don’t have access to quality footage in the first place. So we needed to develop a free trial campaign with an irresistible incentive to make a trial worth the effort. So, coinciding with our 25th anniversary, we decided to give the creative community something unprecedented – something that would reward our engaged community of seasoned users, as well as entice that critical next generation of editors.StrategyOur primary audience was young creators, specifically 18-24 year old editors and video creators. Which overlaps with a significant percentage of Imagine Dragons’ fan base. These young creatives aspire to create great videos, but lack both the tools and the access to great footage enjoyed by seasoned professionals. We knew that if we could give them something exceptional to work with – incredible footage impossible to get through normal means – they’d be incentivized the try an intimidating new tool.RelevancyAdobe Make The Cut broke new ground for brand/artist partnerships, and was one of the most effective campaigns ever for Adobe. While other partnerships have challenged an audience to create or co-create, there has never been a music video that was truly open source. All the raw footage shot for the band’s own music video was made available to the creative community. The campaign not only elevated the Adobe brand and resulted in unprecedented product downloads, but also helped Believer become one of the biggest songs of the year. Everybody won.Outcome80K downloads of the video footage and 10K full length fan cut video submissions from 28 different countries677k fans visited makethecut.adobe.com from 160 different countriesWithin the 25-day contest period we reached 1.5B fans globally through a targeted array of music, film, entertainment, and industry mediaThe campaign also blew away Adobe’s expectations of reaching new prospective users with 13K downloads of Premiere Pro, and proved engagement with young creators, with 64% of video submissions coming from 18-25 year old editorsExecutionOver a 25-day period, Adobe, Imagine Dragons and Interscope Records executed a multi-touch program that launched the Make The Cut challenge through our combined social channels, Adobe.com, targeted email, influencer outreach, a microsite, customer support, and event extensions. These included personalized messages from the band, a behind the scenes video from the shoot, and even local editing workshops. The challenge was also localized for priority regions and translated into 11 different languages.Campaign DescriptionWe partnered with Imagine Dragons to create the world’s first open source music video. We took the Dragons’ new music video, Believer, and made the entire thing available to the public. Not just the finished video file, but the whole video shoot. All the raw footage. Every shot. Every angle. Every note. We then challenged editors, video creators, and filmmakers all over the world to take it all, Make The Cut, and make it their own, using a free trial of Adobe Premiere Pro.