FIFA 18 More than a Game|海报/平面|广告营销案例【ADGuider广告指南】

FIFA 18 不止一场比赛

案例简介：概要国际足联是世界上最受欢迎的电脑游戏之一。全球足球迷都知道，为了进一步扩大国际足联的影响力，我们需要吸引休闲游戏玩家 -- 那些只购买朋友、家人和偶像谈论的游戏的玩家。因此，说服这些人购买新的 FIFA18 游戏的唯一方法是让它成为我们观众的社交团体和新闻来源中最热门的话题。战略我们的目标是非常多样化的全球年轻观众，但他们都对足球和足球文化有着共同的热情，我们想利用这一点将他们带入 fifa18。他们选择娱乐是基于想和朋友联系，所以他们会听、看和玩他们的朋友和名人英雄谈论得最多的东西。因此，我们的目标是让国际足联成为足球和游戏文化中最大的话题。为了实现这一目标，我们需要创造一种社会现象，通过隐藏 FIFA 18 的新动向和使用职业足球运动员，改变真实足球、 FIFA18 和社会渠道的行为并引发辩论, 名人和其他玩家挑战足球迷 “把你的旋转”，我们创造了一个简单的,从 GIFs 到 PlayStation 上传和训练场地 Instagram 电影，全球机械师都在尝试 # ElTornado。结果 50K + 技巧上传 304M + 电影视图 + 244% 赢得的媒体报道 + 250% 发布对话和社交提及 42M El Tornado GIFS 发布 + 20% 新招募的球员打破了所有国际足联特许经营记录。执行该活动在游戏发布前一周在全球多个平台上执行，围绕着控制台游戏本身隐藏的技巧。一部 TVC 和在线电影充斥着从职业足球运动员到 Youtubers 、 skillers 、数字艺术家和音乐家的影响者, 挑战我们的观众找到隐藏的组合，并把你的旋转。# ElTornado 尝试开始涌入。发布后，Youtube 教程 (品牌和有机) 帮助新来者成功，每周 El Tornado goal 集锦视频庆祝了那些成功的最佳视频。现实生活的尝试在 Instagram 上展示。当职业足球运动员在球迷的压力下要求 EA 允许他们的虚拟自我采取行动时，我们推出了 “el Tornado 认证”。足球运动员在社交节目中发布了他们的厄尔尼诺龙卷风能力的视频证据，他们收到了 FIFA18 的镜头，确认了他们升级后的游戏角色。活动描述为了推出 FIFA 18，并找到更多的观众，我们想证明虚拟游戏有能力影响现实足球和文化。所以我们在游戏中创造并隐藏了一个名为 “el tornao” 的新技能动作，然后挑战玩家去找到它 -- 并把你的旋转放在上面。职业足球运动员、国际足联最大的 Youtube 影响者、足球技术人员、数字艺术家、说唱歌手经营珠宝，与阿迪达斯和可口可乐的合作启动了对多个社交渠道秘密组合的疯狂搜索。一旦被发现，一个全新的观众开始上传他们自己版本的把戏，然后创建操作视频、模因、混音和成千上万的现实生活把戏尝试。亲足球运动员，迫于球迷的压力，要求 EA 允许他们的虚拟自我来做这一举动，我们推出了 “el Tornado 认证”。发布了埃尔龙卷风能力视频证据的足球运动员收到了 FIFA18 的镜头，确认了他们升级后的游戏角色。

FIFA 18 不止一场比赛

案例简介：Synopsis FIFA is one of the most popular computer games in the world. Already known to football fans across the globe, to expand FIFA’s reach further, we needed to attract casual gamers – those who only buy games their friends, family and idols talk about. Therefore, the only way to convince these people to buy the new FIFA18 game was to make it the hottest topic in the social groups and newsfeeds of our audience. Strategy We were targeting a hugely diverse young, global audience, but they all shared a passion for football and football culture and we wanted to use that to bring them into FIFA18. They chose entertainment based on wanting to connect with friends, so they would listen to, watch and play the things that their friends and celebrity heroes talked about most. Our goal was, therefore, to make FIFA the biggest talking point in football and gaming culture. To achieve this, we needed to create a social phenomenon that could change behaviour and fuel debate across real football, FIFA18 and social channels By hiding a new move in FIFA 18 and using pro footballers, celebrities, and other gamers to challenge football fans to ‘Put your spin on it’, we created a simple, global mechanic to drive attempts at #ElTornado across everything from GIFs, to PlayStation uploads and training ground Instagram films. Outcome 50K+ trick uploads 304M+ views of film +244% earned media coverage +250% launch conversation and social mentions 42M El Tornado GIFS posted +20% new players recruited Broke all FIFA franchise engagement records. Execution The campaign was executed globally across multiple platforms in the week before the game launch, centering around the trick hidden in the console game itself. A TVC and online film bursting at the seams with influencers ranging from pro footballers, to Youtubers, skillers, digital artists and musicians, challenged our audience to find the hidden combo and PUT YOUR SPIN ON IT. #ElTornado attempts began flooding in. After launch, Youtube tutorials (both branded and organic) helped newcomers to pull it off, weekly El Tornado goal highlights videos celebrated those pulled it off best. Real life attempts were showcased on Instagram. When Pro-Footballers, pressured by fans, demanded that EA allow their virtual-selves to do the move, we launched ‘El Tornado Certified’. Footballers who posted video evidence of their El Tornado ability to their social feeds, received FIFA18 footage confirming their upgraded in-game character. CampaignDescription To launch FIFA 18, and find a wider audience, we wanted to prove the virtual game had the power to influence real football and culture beyond. So we created and hid a new skill move called ‘El Tornado’ in the game, then challenged gamers to find it – and PUT YOUR SPIN ON IT. Pro footballers, FIFA’s biggest Youtube influencers, football skillers, digital artists, rappers Run the Jewels and partnerships with Adidas and Coke kicked off a frenzied search for the secret combo across multiple social channels. Once discovered, a whole new audience began uploading their own versions of the trick, then creating how-to videos, memes, remixes and real-life trick attempts by the thousands. Pro-Footballers, pressured by fans, demanded EA allow their virtual-selves to do the move, we launched ‘El Tornado Certified’. Footballers who posted video evidence of their El Tornado ability received FIFA18 footage confirming their upgraded in-game character.