Ask About Revival|海报/平面|广告营销案例【ADGuider广告指南】

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案例简介：概要 Interscope Records 正在为他们最重要的专辑之一寻找独特的发行机会。随着阿姆成为有史以来最畅销的嘻哈艺术家，永远不会缺少饥饿的超级粉丝。作为一名艺术家，他从不犹豫地将个人斗争作为创作内容。他备受期待的新专辑的推出需要概括这两张专辑，同时吸引其他流行文化。阿姆长期以来一直反对当权派，他对美国被光滑的信息欺骗的政治观点是将颠覆性内容放入虚假制药广告的完美基础。令人难以置信的令人信服，但有一个转折。简介: 创造表面上感觉像制药广告的内容，但却把颠覆性的含义隐藏在只有超级粉丝才能解读的广告副本中。与 4:44 不同，杰伊-Z 神秘的专辑发行，复兴的氛围完全是广场和美国中产阶级。目标很简单: 通过激发超级粉丝来创造嗡嗡声。战略复兴运动的目标观众是阿姆最铁杆的粉丝。阿姆的粉丝群包括来自所有社会经济背景、种族和宗教的人。他的基地的共同点是他们觉得系统不再为他们服务，因此，阿姆的反体制立场继续引起他们的共鸣。为了模仿真正的制药运动，发布时刻是周六晚上在当地市场直播的一个引人注目的地点。下一步是一篇精心安排时间的 Instagram 帖子，它使用 OOH 放置作为背景，照亮了 Reddit 和嘻哈博客，然后通过数字付费视频放置，以获得覆盖范围并带来更广泛的基础粉丝们驾驶着斯凯拉 · 格雷演奏的钢琴曲目，来到一个 1-800 的电话号码,阿姆的长期合作者。相关性艺术家和唱片公司面临的挑战是，每张专辑都要推出一张自己的专辑，“以前从未做过的” 越来越少。阿姆的复兴发射是一个真正的想法，来自艺术家，并被完美地执行。从: 30 电视现场，到看似不相关的 Instagram 帖子，背景中战略性地放置了一片户外。整个运动是爱的劳动，包裹在一个俗气的制药运动中。结果阿姆的唱片在第一场首映，粉丝们在阿姆身后团结起来，作为一名艺术家，他仍然知道如何与媒体合作。执行媒体频道包括黄金时段电视、户外、自有媒体 (网站和 1-800 号码)，以及付费数字和社交。30 秒的制药点是在 6 天的时间内计划和执行的，网络通关是一个主要障碍。谢天谢地，许多当地市场不理解内容，并且很快就清除了，尽管药品完全是假的。该网站在推出几个月后仍在运行，而付费媒体周期是一个 14 天的窗口。活动描述为了推出他的新专辑《复兴》，阿姆和 Interscope Records 颠覆了高调唱片发行的想法，把它放在了低谷, 使用最不嘻哈的营销方式 -- 制药广告。

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案例简介：Synopsis Interscope Records was looking for a unique launch for one of their most important albums. With Eminem being the highest-selling hip-hop artist of all time, there is never a lack of hungry superfans. As an artist, he has famously never hesitated to use personal struggle as creative content. The launch of his much-anticipated new album needed to encapsulate both while intriguing the rest of pop culture. Eminem has long railed against establishment, and his political views about America becoming tricked by slick messages was the perfect foundation for putting subversive content into a fake pharmaceutical ad. Eerily convincing but with a twist. The brief: create content that, on the surface, felt like pharmaceutical advertising, yet hid subversive meaning into the advertising copy that only superfans could decipher. Unlike 4:44, Jay-Z’s cryptic album launch, the Revival vibe was completely square and middle American. The objective—simple: create buzz by stoking the superfans. Strategy The target audience for the Revival campaign was Eminem’s most die-hard fans. Eminem’s fan base includes people from all socioeconomic backgrounds, races and religions. The common thread for his base was their feeling that the system was no longer serving them and as a result, Eminem’s anti-establishment stance continues to resonate with them. To mimic a real pharma campaign, the launch moment was a high-profile spot on Saturday Night live in local markets. The next step was a carefully timed Instagram post which used an OOH placement as a backdrop which lit up Reddit and Hip-Hop blogs and then paid video placements across digital to get reach and bring a broader base of fans into the experience driving to a 1-800 phone number with a piano track played by Skylar Gray, a longtime collaborator of Eminem’s. Relevancy Artists and labels are challenged to one up themselves for each album launch, with fewer and fewer “never-been-done-before's”. Eminem’s Revival launch was a genuine idea that came from the artist and was executed flawlessly. From the :30 TV spot, to the seemingly unrelated Instagram post, with a piece of OOH strategically placed in the background. The entire campaign was a labor of love, wrapped in a cheesy pharmaceutical campaign. Outcome Eminem’s record debuted at number one and fans rallied behind Eminem as an artist the still knew how to f with the media. Execution Media channels included primetime TV, OOH, owned media (site and 1-800 number), as well as paid digital and social. The 30-second pharmaceutical spot was planned and executed in a 6-day window, with network clearance being a major hurdle. Thankfully, many local markets did not understand the content and it cleared quickly, even though the pharmaceutical product was completely fake. The site is still up months after launch while the paid media cycle was a 14-day window. CampaignDescription To launch his new album Revival, Eminem and Interscope Records subverted the very idea of a high-profile record launch by dropping it on the down-low, using the most un-hip-hop type of marketing there is – pharmaceutical advertising.