#Romanovs100: 4,000 photos. 4 social networks. 1 family.|海报/平面|广告营销案例【ADGuider广告指南】

# Romanovs100: 4,000 张照片。4 社交网络。1 个家庭。

案例简介：为什么这项工作与媒体相关？ # Romanovs100是一个在线纪录片项目，由视觉数据驱动，基于对20世纪初期俄罗斯最后一个王室拍摄的数千张照片的分析。为了使历史在社交媒体世界中栩栩如生，我们与俄罗斯国家档案馆合作，将曾经存储在私人罗曼诺夫家庭相册中的4,000多个模拟图像数字化。我们的品牌内容项目旨在使学习历史成为一个引人入胜的 “UX之旅”，将纪录片讲故事与3D图像，360 VR视频，AR体验，数字着色竞赛等交互式数字格式相结合。背景罗曼诺夫一家是摄影先驱-在20世纪初期，他们拥有世界上第一台便携式相机，几乎捕捉了他们生活中所有有意义的事件。 1918年7月17日，俄罗斯帝国的最后一位沙皇尼古拉斯·罗曼诺夫，他的妻子和五个孩子被布尔什维克处决。为了向这个家庭致敬，我们将大量的视觉数据与跨媒体讲故事相结合，以拼凑出 “迷失的俄罗斯” 的大局。罗曼诺夫 (Romanov) 的数千张图像在Facebook，YouTube，Twitter，Instagram上转换为特定于平台的社交媒体叙述，每个网络上的帐户都显示出独特的格式和内容。目标: -创造一种身临其境的教育体验，可以与 “新一代” 产生共鸣-完全适应社交媒体 -为交互式AR书转换内容，使学习成为历史的情感之旅 -引入可有效用于历史教育课程的新方法描述创意/见解 (投票30%) 罗曼诺夫档案馆也许是历史上第一个拥有如此细节和范围的私人照片编年史。我们想向最后一个统治家庭表示 “现场” 敬意，让这些照片 (曾经保存在家庭相册中) 成为社交网络中的第二种数字生活。数据收集包括多个阶段: 将数千百年前的模拟图片收集到在线档案中; 视觉数据的识别，标记和管理; 通过数十个来源进行研究和分析，以在其真实的历史背景下定位每张照片。与研究人员和历史学家合作，我们设法调查和验证了几乎所有的图像。为了将视觉数据与历史事实联系起来，并为社交媒体帖子创建叙述，我们使用了数十种不同的来源，从尼古拉斯二世本人的个人日记和信件，到他同时代人写的回忆录，以及俄罗斯和外国历史学家的大量工作。描述策略 (投票20%) 媒体规划是数据管理过程中最大的挑战之一-任务是使每个社交媒体帐户的叙述保持独特和原始。在每个特定网络及其受众的具体信息的指导下，团队选择并在YouTube，Facebook，Twitter和Instagram之间引导内容。这为创建全面的多媒体跨平台内容奠定了基础: Facebook的更多文字精巧的帖子，Instagram的快速视觉效果，Twitter上的第一人称故事讲述，YouTube上的信息视频。 2018年运行了100天，该项目的关键故事支柱包括: 100岁的镜头转化为3D和180度脸书体验; 纪录片风格的YouTube剪辑; 历史人物实时推特博客帖子; 罗曼诺夫狗的视点Instagram视角；由著名艺术家玛丽娜·阿玛拉尔 (Marina Amaral) 评判的数字着色比赛; 由俄罗斯著名音乐家彼得·纳里奇 (Peter Nalitch) 创作的原声带; 音乐视频将罗曼诺夫的照片集成到360度VR动画中; 印刷版将照片与AR tech混合。描述执行 (投票20%) 2018年运行了100天，该项目的关键故事支柱包括: 100岁的镜头转化为3D和180度脸书体验; 纪录片风格的YouTube剪辑; 历史人物实时推特博客帖子; 由著名艺术家玛丽娜·阿马拉尔 (Marina Amaral) 评判的数字色彩竞赛；由著名俄罗斯音乐家彼得·纳里奇创作的原声带; 音乐视频将罗曼诺夫的照片集成到360度虚拟现实动画中; 印刷版将照片与AR tech混合。 # Romanovs100最终形成了一张AR相册，增强了这种学习历史的体验。AR的目的是通过印刷和社交媒体所隐含的限制来扩展讲故事，并使读者成为正在展开的故事的积极共同创作者。该应用程序提供了沉浸式的历史之旅，触发了多种交互: 3D动画模型，可滑动的画廊，AR信息图，在照片中滚动的短视频纪录片。另一种身临其境的方法是360度冒险进入年轻的Tsarevich的梦想: VR动画列出结果 (投票30%) # Romanovs100受到教育工作者、历史学家和研究人员的广泛好评。这个项目是入选美国最大的创意节-奥斯汀SXSW 2019的官方教育计划，我们在那里首映了AR书。教育者和学生的反应是压倒性的: 书籍被寻找并交付给公共图书馆，德克萨斯州的大学，凤凰城，纽约，康奈尔大学和许多其他教育中学。总的来说，# Romanovs100在社交媒体上产生了显著的影响。该项目产生了2500万多个印象，并聚集了55,000的粉丝和追随者。社交媒体帖子产生了超过100万个参与。 # Romanovs100在全球Twitter上的romanovs逝世一百周年期间成为关键的标签，该项目的标签在博物馆，历史杂志，出版商，历史学家，学生和教育工作者的推文中出现。该项目获得了全球媒体的报道，并在《历史附加》杂志，BBC新闻小时，塔特勒，天空新闻，每日邮报中刊登。

# Romanovs100: 4,000 张照片。4 社交网络。1 个家庭。

案例简介：Why is this work relevant for Media? #Romanovs100 is an online documentary project driven by visual data and built on the analysis of thousands of photos taken by Russia’s last Royal family in the early 20th century. To bring history to life in the world of social media, we partnered with the Russian State Archive to digitize over 4,000 analogue images once stored in private Romanov family albums. Our branded content project aims to make learning history an engaging "UX journey" merging documentary storytelling with interactive digital formats like 3D images, 360 VR video, AR experiences, a digital colorization contest and more. Background The Romanovs were photography pioneers — in the early 20th century they owned the world's first portable cameras capturing almost every meaningful event in their lives. On July 17, 1918, Nicholas Romanov, last Tsar of the Russian Empire, his wife and five children were executed by the Bolsheviks. To pay tribute to the family, we merged a large set of visual data with transmedia storytelling to piece out the big picture of a "lost Russia". Thousands of the Romanov’s images were converted into platform-specific social media narratives on Facebook, YouTube, Twitter, Instagram with accounts on each network showcasing unique format and content. Objectives: - create an immersive educational experience that can resonate with “new generations” fully-adapted to social media - transform content for an interactive AR book which makes learning an emotional journey into history - introduce new approaches which can be effectively used in history education courses Describe the creative idea/insights (30% of vote) The Romanov archive is perhaps the first private photo chronicle in history to boast such detail and scope. We wanted to pay a "live" tribute to the last ruling family, giving these photographs - once kept in family albums - a second, digital life in social networks. Data gathering comprised multiple stages: collecting thousands of century-old analogue pictures into an online archive; identification, tagging & curation of visual data; research & analysis through dozens of sources to locate every photo in its factual historical context. Collaborating with researchers & historians we managed to investigate and verify almost all of the images. To link visual data to historical facts and create narratives for social media posts, we used dozens of different sources, ranging from personal diaries and letters by Nicholas II himself, to memoirs written by his contemporaries and extensive work by Russian and foreign historians. Describe the strategy (20% of vote) Media planning was among the biggest challenges during data curation process - the task was to keep the narrative unique and original for every social media account. Guided by the specifics of every particular network and their audiences, the team selected and channeled the content between YouTube, Facebook, Twitter and Instagram. This laid the ground for creating comprehensive multimedia cross-platform content: more text-sophisticated posts for Facebook, snappy visuals for Instagram, first-person storytelling on Twitter, informational videos on YouTube. Running for 100 days in 2018, the project's key storytelling pillars comprised: 100-year-old shots transformed into 3D & 180-degree Facebook experiences; documentary-style YouTube cuts; real-time Twitter blog-posts by historical characters; POV Instagram perspective by the Romanov's dog; Digital colorization contest judged by renowned artist Marina Amaral; Original soundtrack composed by renowned Russian musician Peter Nalitch; Music video integrating Romanov's photos into 360-degree VR Animation; Print edition mixing photos with AR tech. Describe the execution (20% of vote) Running for 100 days in 2018, the project's key storytelling pillars comprised: 100-year-old shots transformed into 3D & 180-degree Facebook experiences; documentary-style YouTube cuts; real-time Twitter blog-posts by historical characters; Digital colorization contest judged by renowned artist Marina Amaral; Original soundtrack composed by renowned Russian musician Peter Nalitch; Music video integrating Romanov's photos into 360-degree VR Animation; Print edition mixing photos with AR tech. #Romanovs100 culminated in an AR photo album which enhances this experience of learning history. The purpose of AR is to extend the storytelling through limitations implied by print & social media, and to allow readers become active co-creators of the unfolding story. The app offers an immersive journey into history triggering multiple interactions: 3D animation-models, swipeable galleries, AR infographic, short video documentaries rolling inside photos. Another immersive approach is a 360-degree adventure into a dream of young Tsarevich: VR animation List the results (30% of vote) #Romanovs100 is widely acclaimed by educators, historians and researchers. The project was selected for the official educational program at America's biggest creative festival - SXSW 2019 in Austin where we premiered the AR book. The response from educators and students was overwhelming: books were sought and delivered to public libraries, universities in Texas, Phoenix, New York, Cornell and many other educational secondary institutions. In general, #Romanovs100 had a remarkable impact across social media. The project generated over 25 million impressions & gathered around 55,000 fans & followers. Social media posts generated over 1 million engagements. #Romanovs100 became the key hashtag during the centenary of the Romanovs' death on Twitter worldwide with the project's tag featured in tweets by museums, history magazines, publishers, historians, students and educators. The project received global media coverage, featuring in The History Extra magazine, BBC News Hour, Tatler, Sky News, Daily Mail.