Uncle Drew Feature Film|微电影,短视频,户外|广告营销案例【ADGuider广告指南】

德鲁叔叔故事片

案例简介：为什么这项工作与娱乐相关？德鲁叔叔故事片代表了整个营销和娱乐行业品牌娱乐的激动人心的新篇章。在 2018，百事公司内容工作室通过与 Temple Hill Productions 和 Lionsgate 的 Summit Entertainment 合作发行的叔叔德鲁体育喜剧故事片，将百事公司自己的知识产权货币化。德鲁叔叔继续在国内票房收入超过 4400万美元，享受烂番茄的 “认证新鲜” 评级和 “a” 影院。背景情况: 百事可乐以创造重大文化时刻而闻名。2018，该品牌首次推出娱乐特许经营，证明了其对文化的承诺和影响。百事公司的内容工作室与狮门娱乐公司的顶峰娱乐公司和坦普尔山制作公司合作制作了《画叔叔》故事片。简介: 根据品牌内容系列制作第一部故事片。目标: 将叔叔从数字网络系列提升到故事片，帮助百事可乐创造一个文化时刻。描述创意作为一个粉丝最喜欢的数字系列，最初由百事可乐构思，在成功的五年后，德鲁叔叔于 6月29日上映。百事可乐与坦普尔山和狮门娱乐携手合作，帮助开发了一种将数字系列的魔力转化为主流电影观众的大屏幕的方法。这部电影讲述了达克斯 (Lil Rel Howery)，一个顽固的篮球迷，他遭遇了一系列不幸的挫折，包括把他的球队输给了他的长期对手 (尼克 · 克罗尔)。为了赢得著名的洛克锦标赛，达克斯偶然发现了《男人》、《神话》、《传奇叔叔德鲁》 (nba全明星凯里 · 欧文) 说服他再次回到法庭。两人开始了围捕德鲁老篮球队的公路旅行 (沙奎尔 · 奥尼尔、克里斯 · 韦伯、雷吉 · 米勒、内特 · 罗宾逊和丽莎 · 莱斯利) 证明一群高年级学生仍然可以赢得大奖。描述策略建立数字系列的成功，成为第一个基于品牌内容系列制作故事片的品牌。百事可乐的关键是关注潜在的品牌基因，即 “青春精神”，而不是把电影变成商业广告。有一些有机的产品投放，比如在洛克锦标赛期间的球场上，但除此之外，这部电影确实是一部娱乐性的体育喜剧。在电影发行前的几周，百事可乐在一个获奖的电视节目中宣传了这部电影，展示了德鲁叔叔从 20世纪70年代中期年轻时就开始喝百事可乐的情况。描述执行 103 分钟全长体育喜剧故事片在 2800 家影院上映附加分配: 流媒体、 DVD 、蓝光和航空公司描述结果这部电影取得了商业上的成功，并获得了广泛的吸引力 (在国内票房收入超过 4400万美元，在烂番茄上获得了 “认证新鲜” 评级，并获得了 “a” 影院评分)。此外，它提供了非凡的投资回报率 (超过 50亿的媒体印象)，以及通过创造一个自己的文化时刻来真正建立百事可乐的股权。随着 2019年1月在中国的发行，这个世界性的时刻还在继续。这也是其他有兴趣开展类似活动的大型广告商多次询问的主题。成功后，《纽约时报》的标题是: “'德鲁叔叔': 品牌汽车还是故事片？是的。”《华盛顿邮报》宣称:“ 《德鲁叔叔》节目观众将付费观看品牌内容。”最后，《洛杉矶时报》的标题是:“ 德鲁叔叔是夏天的惊喜喜剧。"

德鲁叔叔故事片

案例简介：Why is this work relevant for Entertainment? The Uncle Drew feature film represents an exciting new chapter in branded entertainment for the entire marketing and entertainment industries. In 2018, The PepsiCo Content Studio monetized PepsiCo’s own IP with the release of the Uncle Drew sports comedy feature film in partnership with Temple Hill Productions and Lionsgate’s Summit Entertainment. Uncle Drew went on to gross over $44 million at the Domestic box office, enjoys a “certified fresh” rating on Rotten Tomatoes and an “A” CinemaScore. Background Situation: Pepsi is known for creating big cultural moments. In 2018, the brand proved its commitment to and impact on culture with the first entertainment franchise launch. The PepsiCo Content Studio partnered with Lionsgate's Summit Entertainment and Temple Hill Productions to create the Uncle Drew feature film. Brief: Create the first ever feature film based on a branded content series. Objectives: Elevate Uncle Drew from a digital web series to a feature film, helping Pepsi create a cultural moment. Describe the creative idea After a successful five years as a fan-favorite digital series, originally conceived by Pepsi, Uncle Drew hit theaters on June 29th. Working hand-in-hand with Temple Hill and Lionsgate, Pepsi helped develop a way to translate the magic of the digital series to the big screen for mainstream moviegoing audience. The film follows Dax (Lil Rel Howery), a diehard basketball fan who is dealt a series of unfortunate setbacks, including losing his team to his longtime rival (Nick Kroll). Desperate to win the famed Rucker Tournament, Dax stumbles upon the man, the myth, the legend Uncle Drew (NBA All-Star Kyrie Irving) and convinces him to return to the court one more time. The two embark on a road trip to round up Drew's old basketball squad (Shaquille O'Neal, Chris Webber, Reggie Miller, Nate Robinson, and Lisa Leslie) and prove that a group of seniors can still win the big one. Describe the strategy Build off success of digital series to become the first brand to make a feature film based on a branded content series. The key for Pepsi was to focus on the underlying brand DNA, the “spirit of youth,” and not make the film into a commercial. There was some organic product placement, like on-court during the Rucker Tournament, but otherwise the film really stands on its own as an entertaining sports comedy. In the weeks leading up to the film’s release, Pepsi promoted the movie with an award-winning TV spot showing how Uncle Drew had been drinking Pepsi since he was a young man in the 1970s. Describe the execution 103 minute full length sports comedy feature film Released in 2800 theaters Additional distribution: Streaming, DVD, Blu-ray & Airline Describe the outcome The movie was a commercial success and enjoyed widespread appeal (taking in over $44 million at the domestic box office, receiving a "certified fresh" rating on Rotten Tomatoes and an “A” CinemaScore). In addition, it delivered exceptional ROI (over 5 billion earned media impressions), as well as authentically building Pepsi's equity by creating an ownable cultural moment. And this worldwide moment continued with the release in China in January, 2019. It was also the subject of multiple inquiries from other large advertisers interested in developing similar campaigns. In the wake of its success, a New York Times headline read: “‘Uncle Drew’: Branding Vehicle or Feature Film? Yes.” And the Washington Post declared: “‘Uncle Drew’ shows that audiences will pay to watch branded content.” Finally, The Los Angeles Times headline read: "Uncle Drew Is The Surprise Comedy of The Summer."