The (Senior) Game Changers|海报/平面|广告营销案例【ADGuider广告指南】

(资深) 游戏改变者

案例简介：为什么这项工作与公关相关？我们看到了一个机会，可以直接进入游戏社区的中心，进入我们的竞选团队，将其作为我们竞选活动的跳板。它立即传播到世界各地，在铁杆游戏迷中，并在只有网站和一些社交媒体帖子的帮助下传播到普通公众中。背景情况: 游戏市场对于品牌来说是一个复杂的，竞争激烈的领域，目标受众对传统的商业信息高度怀疑。对于我们的客户联想来说，这是更具挑战性的，因为他们的预算远远低于我们的一些竞争对手。简介: 联想希望在社交媒体和游戏活动中营销他们的游戏硬件系列。我们的主要使命是从目标群体中创造与品牌的互动。由于游戏是一个非常困难和竞争激烈的行业，受众非常有选择性，我们被要求在有限的资源和预算的情况下，围绕联想游戏设备 “军团” 在我们的市场上创造意识和激活，真正的品牌价值观 “不同更好”。我们的主要市场是瑞典和芬兰，但这项运动已经成为全球的成功，各地都有新的市场。目的: 目标受众是18-30岁的年轻游戏玩家。描述创作想法 (20% 的选票) 当每个科技品牌都在寻求推动下一个AR或VR发明时，我们以另一种方式体现了Lenovos品牌标语 “不同的更好”。我们创建了一种以养老金领取者为游戏玩家的车辆，这与目标群体通常遇到的和向往的方向相反。我们的老兵战略随后又在两个市场推出: 芬兰和俄罗斯，我们在瑞典银狙击手和芬兰灰枪手之间制造了一场战斗。老年游戏玩家的团队在游戏界取得了成功，不是因为他们的技能，而是为了尝试和拉近人们的距离。一个数字超载的群体与 “数字底层” 联系在一起。祖母们开始玩孙子孙女。这些团队在主流媒体上获得了认可，因为银色狙击手、灰色枪手和钢铁军团证明了游戏是每个人的。描述公关策略 (三成选票) 洞察: 当看到电子竞技这一世界上增长最快的体育项目时，我们发现它作为一种文化吸引的主要是年轻男性 (2018年10比1)，无论是游戏还是跟随，不仅不包括女性，也包括老年人。但游戏真的不是关于体力，也不是关于你是谁或你来自哪里。任何人都应该能够参加。我们决定以这样一种方式来证明这一点，它将通过创建一系列仅由老年人组成的反恐精英团队来加强联想在电子竞技社区的品牌。这样，我们就可以通过实际参与来渗透到游戏社区。关键信息: 联想的品牌路线是 “不同的更好”，我们想表明，通过拥抱不同的游戏是每个人的。目标受众: 青少年游戏玩家18-30 资产: 数字频道和现场活动的一系列高级团队。描述公关执行力 (20% 选票) 实施/时间线: 我们看到了一个机会，可以直接进入游戏社区的中心，在瑞典今年最大的游戏活动之一，将其作为我们竞选活动的跳板。它立即传播到世界各地，在铁杆游戏迷中，并在只有网站和一些社交媒体帖子的帮助下传播到普通公众中。因此，我们在芬兰成立了另一个团队，在社交媒体上全天候工作，并在该市场上重复了成功，并产生了媒体。第三步是让两支球队通过Twitch争夺 “国家vs国家”，这只在少数社交媒体帖子的帮助下吸引了70.000次点击量。第四步是在瑞典的一场博彩赛事上的重赛，随后是世界巡回赛，参加了各种赛事。第五步，推出更多团队。列出结果 (得票率的30%) 必须至少包括以下两级: 当我们总结2018年时，我们可以自豪地回顾游戏社区的巨大参与。我们的高级竞选工具已经突破了封闭的以青年为导向的游戏社区，并为数字世界中的老年人开辟了更光明的未来。在我们有限的预算下，他们与职业儿童比赛，接受采访，与政客交谈，出售设备和商品，受到启发，被复制 (严重的)，成为艺术。数字: 10.1亿独特媒体印象 10 683 450美元的收入媒体 20分钟BBC纪录片

(资深) 游戏改变者

案例简介：Why is this work relevant for PR? We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at the center of one of the biggest gaming events of the year, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. Background Situation: The gaming market is a complex, highly competitive arena for brands where the target audience is highly sceptical to traditional commercial messages. For our client Lenovo it is even more challenging, as their budget is nowhere near some of our competitors. The Brief: Lenovo wants to market their gaming line of hardware in social media and at gaming events. Our main mission is to create engagement with the brand from the target group. As gaming is a very hard and competitive industry with an audience that is extremely selective we were asked to, with limited resources and budget, create awareness and activation online around Lenovo’s gaming equipment ‘Legion’ on our market, true to the brand values “Different is better”. Our main markets are Sweden and Finland, but the campaign has become a global success with new markets everywhere. Objective: The target audience is young gamers 18-30 yrs. Describe the creative idea (20% of vote) When every tech brand is looking to promote the next AR or VR invention we looked the other way and embodied Lenovos brand tagline “Different is better” in a new shape and form. We created a vehicle with pensioners as gamers that are the opposite of what the target group normally encounters and look up to. Our veteran strategy was then launched in two more markets; Finland and Russia and we created a battle between the Swedish Silver Snipers and the Finnish Grey Gunners. The teams of elderly gamers became a success in the gaming community, not because of their skills but for the sake of trying and bringing people closer together. A digitally overloaded group got connected with the "digital underclass". Grandmothers started playing with grandchildren. The teams got recognition in mainstream media as the Silver Snipers, Grey Gunners and Iron Legion proved that gaming is for everyone. Describe the PR strategy (30% of vote) Insight : When looking at e-sports, the fastest growing sport in the world, we found that it as a culture attracts mainly young men (10:1 ratio 2018), both playing and following, excluding not only women, but also older people. But gaming really isn’t about physical strength or about who you are or where you’re from. Anyone should be able to take part. And we decided to prove it in such a way that it would strengthen Lenovo’s brand in the e-sport community by creating a series of Counter Strike Teams only consisting of elderly people. This way, we could infiltrate the gaming community by actually taking part. Key message: Lenovo's brand line is "Different is better" and we wanted to show that by embracing different - gaming is for everyone. Target audience: Young gamers 18-30 Assets: A series of senior teams in digital channels and live events. Describe the PR execution (20% of vote) Implementation / timeline: We saw an opportunity to reach right into the heart of the gaming community by entering our campaign vehicle at one of the biggest gaming events of the year in Sweden, using it as a springboard for our campaign. Instantly it spread around the world, among the hardcore gaming fans and out into the general public only aided by a website and some social media posts. So we launched another team in Finland working around the clock in social media and repeated the success on that market and generating media. Step three was to have the two teams battle it out as a "nation vs nation" via Twitch which attracted 70.000 views only aided by a few social media posts. Step four was a re-match at a gaming event in Sweden followed by a world tour with various events. Step five, the launch of more teams. List the results (30% of vote) must include at least two of the following tiers: When we sum up 2018, we can proudly look back at huge engagement from the gaming community. Our senior campaign vehicles have breached the closed off youth oriented gaming community and opened up for a brighter future for elderly within a digital world. With our limited budget, they have played against pro kids, made interviews, spoken with politicians, sold equipment and merchandise, inspired, been copied (seriously great) and become art. Numbers: 1.01 billion unique media impressions 10 683 450 dollars worth of earned media 20 min BBC documentary