We Choose The Moon|短视频|广告营销案例【ADGuider广告指南】

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我们选择月亮

案例简介：描述活动/条目: 2009 标志着阿波罗 11 号登月 40 周年。我们的简报是为了纪念这一历史性成就，因为 JFK 实现了将人类送上月球的梦想，并将这一使命和他的遗产为一代又一代的新人和旧的人展示。我们决定回到月球，通过在线实时重新创建阿波罗 11 号任务，让世界与我们同在。2009年7月16日上午9:32，阿波罗 11 号再次在 wechoosethemoon.org 起飞，距离这项历史性任务已经过去了 40 年。使用三维动画描绘了 11 个最重要的阶段，伴随着视觉效果的是 102 小时不间断的任务音频。在整个行程中，可以查看美国宇航局档案和 JFK 图书馆的 450 多张照片和视频。650 最有趣的音频传输是在推特上重播的，整整 40 年后。给出一些关于这个活动/条目在客户和消费者方面有多成功的想法: 在为期四天的旅程中，超过 125万名独特的游客前往月球，30,000 的人在推特上跟踪了这次任务。媒体报道在全球产生了 1.6亿多次印象，包括美国有线电视新闻网的现场报道以及报纸、网站和博客上的无数故事。启动八个月后，该网站已经接待了来自 370万个国家的 217 次访问。2009年，JFK 总统图书馆的出席率比前几年增加了 10%，使 JFK 图书馆成为最受欢迎的总统图书馆之一。描述活动/条目是如何在每个渠道中按照实施顺序启动和执行的。随着对周年纪念的期待，我们推出了一个登陆页面，游客可以在那里了解任务, 观看肯尼迪总统的演讲，挑战一个国家将一个人送上月球，并通过社交网络分享该网站。然后，我们开始通过推特重播任务和宇航员对话的细节。这些将持续到宇航员返回地球。7月16日，阿波罗 11 号发射，就像 40 年前一样，102 小时的连续任务音频开始了。来自 30,000 名推特粉丝的推文和转发文增加了 100万人。四天后，7月20日，宇航员登上了月球。7月20日后，现场体验转化为自助游，游客可以按照自己的节奏与任务、音频、照片和视频互动。

我们选择月亮

案例简介：Describe the campaign/entry: 2009 marked the 40th anniversary of the Apollo 11 moon landing. Our brief was to honor that historic achievement as the realisation of JFK's dream to land a man on the moon, and bring that mission and his legacy to light for generations both new and old. We decided to return to the moon and bring the world with us by re-creating the Apollo 11 mission online in real-time. At precisely 9:32 AM on July 16, 2009, Apollo 11 took off again at wechoosethemoon.org, exactly 40 years after the historic mission. Eleven of the most important stages were portrayed using 3-D animation, and accompanying the visuals were 102 uninterrupted hours of mission audio. Over 450 photos and videos from the NASA Archive and JFK Library could be viewed throughout the trip. And 650 of the most interesting audio transmissions were rebroadcast via Twitter, exactly 40 years after they were said. Give some idea of how successful this campaign/entry was with both client and consumer: During the four-day journey, over 1.25 million unique visitors traveled to the moon, and 30,000 followed the mission on Twitter. Media coverage generated over 160 million impressions worldwide, including live coverage on CNN and countless stories in newspapers, websites and blogs. Eight months after launch, the site has received 3.7 million visits from 217 countries. Attendance at the JFK Presidential Library increased by 10% over previous years in 2009, keeping the JFK Library as one of the most popular of the presidential libraries. Describe how the campaign/entry was launched and executed across each channel in the order of implementation. As anticipation built around the anniversary, we launched a landing page where visitors could learn about the mission, watch President Kennedy's address that challenged a nation to land a man on the moon and share the site via social networks. We then began rebroadcasting the details of the mission and astronaut dialogue over Twitter. These would continue until the astronauts returned to Earth. On July 16, Apollo 11 launched just as it had 40 years ago, and 102 hours of continuous mission audio began. Tweets and retweets from the 30,000 Twitter followers reached 1 million additional people. After four days, on July 20, the astronauts landed on the moon. After July 20, the live experience converted to a self-guided tour where visitors could interact with the mission, audio, photos and videos at their own pace.