Universal Love|短视频|广告营销案例【ADGuider广告指南】

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普遍的爱

案例简介：概要拉斯维加斯是 “世界婚礼之都”，但对 LGTBTQ 夫妇来说并不一定如此。作为拉斯维加斯最大的酒店品牌，以及长期支持 LGBTQ 社区的酒店品牌，米高梅度假村的使命是传播包容的信息, 显示拉斯维加斯是真正欢迎任何性取向的人。纵观音乐史，情歌几乎只庆祝异性的爱。但是爱情和婚姻的定义正在改变。为了传播我们包容的信息，我们重新想象了经典的情歌，以庆祝爱是普遍的。战略策略很简单: 做一个强有力的声明，尽可能大的轰动。最近，米高梅度假村从一家 B2B 酒店控股公司重新定位为一家国际 B2C 娱乐机构，需要它的第一个面向消费者的重大项目，让品牌比拉斯维加斯更受关注, 同时传达其价值观，推动核心业务向前发展。许多公司支持 LGBTQ 社区，但谨慎地这样做，将他们作为利基市场。米高梅悠久而有据可查的包容性历史允许其做大。做大意味着这个项目必须值得在 LGBTQ 观众之外分享和谈论。我们将利用迪伦来获得传统媒体的报道，并获得其他艺术家的混合，从流行到独立，从他们的粉丝群中激起兴趣，并在世界各地的影响者圈子中开始讨论。相关性我们没有创建一个由传统广告组成的活动，而是制作并发布了一张专辑，人们可以收听、分享并融入自己的婚礼庆祝活动。随着音乐传播到社交、数字和零售平台，专辑中的歌曲成为了生态系统的核心。该活动包括在拉斯维加斯举行的婚礼，由凯莎主持，本杰明 · 吉伯德在深夜电视上的表演，在唱片店当天在唱片店的店内活动, 并在 LGBTQ 酒吧举办聆听派对。最终，这不是一场运动; 这是一场音乐体验，由 MGMR 带来。结果《环球爱情》是美国 iTunes 上的第九张流行专辑，暂时超越了碧昂斯的柠檬水。前三周，它在 59 个国家获得了 2.35B 的媒体印象，对社交媒体的印象超过 188 毫米不到 1% 的评论是负面的)。艺术家们带来 3.9 毫米视频的意见的渠道。世界各地的许多新闻媒体、播客和广播节目都播放了关于该项目的部分。熟悉环球爱情的人: 93% 认为米高梅是 “值得关注的品牌” (比不熟悉这个项目的人高出 16%) 94% 的人更有可能在下次去拉斯维加斯时考虑米高梅度假村 (+ 12%)。最重要的是，80% 熟悉环球爱情的 LGBTQ 受访者认为米高梅支持社区 (比不支持社区的人高出 40%)。执行这张专辑被录制下来，然后在每个主要的流媒体平台 (Spotify 、 iTunes 、苹果音乐、潘多拉) 同时发布，在当地、国家和国际新闻中引起轰动。我们用我们的艺术家在尽可能多的接触点传播信息。他们都 (除了不使用社交媒体的迪伦) 在发布时在他们的社交渠道上发布了它。第二周，凯莎发布了一段音乐视频，她在拉斯维加斯的米高梅酒店与一对女同性恋夫妇结婚。这既是她歌曲的宣传，也是公关活动本身。在第三周，我们打了深夜，本杰明 · 吉伯德在柯南表演 “我爱他”。在第四周，全国各地的商店销售了 10,000 张黑胶唱片，作为唱片商店的一天。最后，她和他创作了第一首受该项目启发的原创歌曲，并以两个版本发行，以庆祝环球爱情。活动描述我们创作了一张专辑，重新想象了经典的婚礼歌曲，用代词颠覆了规范，挑战了传统的情歌概念，这些情歌传统上是从异性恋的角度写的。利用音乐家来创作内容，我们招募了像鲍勃·迪伦这样站在文革前沿的贡献者。这些标志性的艺术家 (迪伦、凯莎、本杰明 · 吉伯德、圣文森特、凯莱 · 奥克雷克和瓦莱丽 6月) 跨越了流派、世代和性取向, 我们录制了经典情歌的新版本。新的配乐形成了一场跨越数字、社交和零售的运动的中心，为人们体验项目和品牌创造了多个接触点。

普遍的爱

案例简介：Synopsis Las Vegas is the “wedding capital of the world,” but not necessarily for LGTBTQ couples. As the largest hotel brand in Vegas, and one with a long history of support for the LGBTQ community, MGM Resorts was on a mission to spread a message of inclusion, showing that Vegas was truly welcoming to people of any sexual orientation. Throughout the history of music, love songs have almost solely celebrated heterosexual love. But definitions of love and marriage are changing. To spread our message of inclusion we reimagined classic love songs in order to celebrate that love is universal. Strategy The strategy was simple: make a strong statement and make as big a splash as possible. Having recently repositioned itself from a B2B hospitality holding company to an international B2C entertainment authority, MGM Resorts needed its first major consumer-facing project to be something that got the brand noticed as more than Vegas, while communicating its values and moving the core business forward. Many corporations support the LGBTQ community but do so discreetly, targeting them as a niche. MGM’s long and well-documented history of inclusion gave permission to go big. Going big meant the project had to be worthy of sharing and talking about outside the LGBTQ audience. We would leverage Dylan to garner traditional media coverage and get a mix of other artists, from pop to indie to pique interest within their fan-bases and start discussions in influencer circles around the world. Relevancy Instead of creating a campaign consisting of traditional ads, we produced and launched an album that people could listen to, share, and integrate into their own wedding celebrations. The songs on the album became the centerpiece of an ecosystem, as the music spread to social, digital and retail platforms. The campaign included a wedding ceremony in Las Vegas, officiated by Kesha, a performance on late night television by Benjamin Gibbard, in-store events at record stores on Record Store Day, and listening parties at LGBTQ bars. Ultimately, this wasn’t a campaign; it was a musical experience, brought to life by MGMR. Outcome Universal Love was the #9 pop album in the US on iTunes, momentarily rising above Beyonce’s Lemonade. It gained 2.35B earned media impressions in 59 countries in the first three weeks, with over 188MM impressions on social (under 1% of comments being negative). The artists generated 3.9MM video views across their channels. Numerous news outlets, podcasts, and radio shows around the world aired segments about the project. Of those who were familiar with Universal Love: 93% saw MGM as “a brand worth paying attention to” (16% higher than those unfamiliar with the project) and 94% were more likely to consider an MGM resort on their next trip to Vegas (+12%). Most importantly, 80% of LGBTQ respondents who were familiar with Universal Love saw MGM as supporting the community (40% higher than those who were not). Execution The album was recorded and then launched simultaneously on every major streaming platform (Spotify, iTunes, Apple Music, Pandora), generating buzz in local, national and international news. We used our artists to spread the message in as many touchpoints as possible. They all (minus Dylan, who doesn’t use social media) posted it on their social channels at launch. Week 2 saw the release of a music video by Kesha, where she marries a lesbian couple at an MGM hotel in Vegas. It served as promotion for her song, but also a PR event in itself. In Week 3 we hit late-night, with Benjamin Gibbard performing “And I Love Him” on Conan. In Week 4, 10,000 vinyl records were sold in stores across the country for Record Store Day. Lastly, She and Him wrote the first original song inspired by the project and released it in two versions to celebrate universal love. CampaignDescription We created an album that reimagined classic wedding songs, flipping the pronouns to upend norms and challenge conventional notions of love songs, which have traditionally been written from a heterosexual point of view. Using musicians to create content, we enlisted contributors who have been at the forefront of cultural revolution, like Bob Dylan. With these iconic artists (Dylan, Kesha, Benjamin Gibbard, St. Vincent, Kele Okereke, and Valerie June), who spanned genres, generations and sexual orientations, we recorded new versions of classic love songs. The new soundtrack formed the center of a campaign that lived across digital, social and retail to create multiple touchpoints for people to experience the project and brand.