Hostile Takeover|短视频|广告营销案例【ADGuider广告指南】

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案例简介：执行第一天: 一艘来自无限战争的神秘敌舰出现在 Black Ops III 最受欢迎的多人地图 NUK3TOWN 上。粉丝们立即开始猜测。第二天: 更多的敌人宣传出现了 -- 接管了地图以及我们所有的社交渠道 (包括 Facebook 、 Twitter 和 Twitch)。随着粉丝们剖析他们发现的每一个新元素，猜测达到了狂热的程度。第三天: 在 Facebook Messenger 和游戏的首次整合中，无限战争的英雄雷耶斯中尉突破了敌人的防御，并要求粉丝们在 Messenger 上与他见面。与雷耶斯 (以及 Reddit 、 Twitter 和 Facebook 上的其他粉丝) 合作，玩家在游戏和网络上搜索一个 12 位数的代码来摧毁敌人。他们的奖励？首先看一下全球展示预告片，以及展示他们成功的新标题的独家游戏内容。活动描述在 Facebook Messenger 和游戏的首次整合中，《使命召唤》的最新标题《无限战争》入侵了《使命召唤》的前标题《黑色行动 III 》。在为期三天的数字、社交和游戏活动中，新游戏的敌人接管了 Black Ops III 最受欢迎的多人地图,还有《使命召唤》的所有社交渠道 [在 Facebook 上有 2400 万粉丝，在 Instagram 上有 500 万粉丝]。粉丝们随后被发送到 Facebook Messenger，在那里他们直接与新游戏的英雄接触，收到如何反击的指示。利用尖端的人工智能，粉丝们与《无限战争》的主角形成了直接的关系，正确的问题揭示了新游戏的叙事和一些流行文化复活节彩蛋的暗示。通过与 Reddit 、推特和脸谱网的其他粉丝合作，数百万人在游戏和网络上搜索 12 位数的代码。他们的奖励？第一次看世界展示预告片。结果一旦游戏中发现了第一个变化，粉丝们就会疯狂地搜索游戏、网络和社交平台，寻找复活节彩蛋和代码。他们一起工作，能够破解解锁无限战争全球展示预告片的 12 位数代码。在信使机器人上线的头 24 小时内，交换了 600万多条信息。为期三天的预告活动被玩家媒体 (如 Kotaku 和 Polygon) 以及更多的大众网站 (如 Mashable 、 VentureBeat 和 Entertainment Weekly) 选中。通过媒体、付费影响者和我们的粉丝传播消息，我们获得了 2.66亿的总印象，277万的总参与。利用 Facebook 上 24m + 的粉丝，我们能够为我们的粉丝打开一个新的、更直接的互动渠道。这个项目也标志着一个长期的使命召唤信使战略的开始，该品牌将全年回归。战略洞察: 最活跃的使命召唤社交网络不是 Facebook 、 Twitter 或 Snapchat。这是游戏本身 -- 每天有数百万人玩，每天玩几个小时。在这种情况下，我们追踪了数百万仍在玩《使命召唤》的前一个标题《黑色行动三》的玩家。与此同时，Facebook Messenger 正在成为一个占主导地位的社交平台。《使命召唤》还没有开放他们自己的信使平台，所以我们看到了一个机会，可以利用 24m 以上的 Facebook 粉丝，让他们形成一个直接的、个人的、 1:1 与新游戏的关系。概要使命召唤正准备宣布他们最新的分期付款和新的子特许经营权，无限战争。我们的工作有两个方面: 1) 让粉丝们对公告感到兴奋，让他们猜测新游戏会是什么，2) 因为这个游戏叙事是在全球范围内回归经典的善与恶,我们需要为我们数百万粉丝打开故事的叙事，并团结他们对抗共同的敌人。

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案例简介：Execution Day One: A mysterious enemy warship from Infinite Warfare appeared over Black Ops III's most popular multiplayer map, NUK3TOWN. Fans immediately began speculating.Day Two: More enemy propaganda appeared – taking over the map as well as all of our social channels (including Facebook, Twitter, and Twitch). Speculation reaches a fever pitch as fans dissect every new element they find.Day Three: In the first-ever integration between Facebook Messenger and a game, the hero of Infinite Warfare, Lt. Reyes, broke through the enemy's defenses and asked fans to meet him on Messenger. Working with Reyes (and with other fans across Reddit, Twitter, and Facebook), players scoured the game and web for a 12-digit code that would destroy the enemy. Their reward? A first look at the worldwide reveal trailer, as well as exclusive in-game content for the new title that showed off their success. CampaignDescription In the first-ever integration of Facebook Messenger and a game, Call of Duty's newest title, Infinite Warfare, invaded Call of Duty's previous title, Black Ops III. Across a three-day digital, social, and in-game event, the enemies of the new game took over Black Ops III's most popular multiplayer map, and all of Call of Duty's social channels [24M+ fans on Facebook, 5M+ followers on Instagram]. Fans were then sent to Facebook Messenger where they engaged directly with the new game's hero, receiving instructions on how to fight back. Utilizing cutting-edge AI, fans formed a direct relationship with Infinite Warfare's main character, with the right question unveiling hints about the new game's narrative and some pop culture Easter eggs. Working with other fans across Reddit, Twitter, and Facebook, millions scoured the game and the web for a 12-digit code. Their reward? A first look at the worldwide reveal trailer. Outcome Once the first changes were discovered in-game, fans went rabid searching the game, web, and social platforms for Easter eggs and codes. Working together, they were able to crack the 12-digit code that unlocked Infinite Warfare's Worldwide Reveal Trailer. Within the first 24 hours of the Messenger bot being live, over 6 million messages were exchanged. The three-day teaser event was picked up by gamer press such as Kotaku and Polygon, and through more mass sites such as Mashable, VentureBeat, and Entertainment Weekly. Through press, paid influencers, and our fans spreading the word, we achieved 266 million total impressions, with 2.77 million total engagements. Tapping into the 24M+ followers on Facebook, we were able to open a new, more direct engagement channel to our fans. This program also signaled the start of a longer-term Messenger strategy for Call of Duty which the brand would return to throughout the year. Strategy Insight: the most engaged Call of Duty social network isn't Facebook, Twitter, or Snapchat. It's the game itself – played by millions each day, for hours each day. In this case, we went after the millions of players still playing Call of Duty's previous title, Black Ops III. Meanwhile, Facebook Messenger was emerging as a dominant social platform. Call of Duty had not yet opened up their own Messenger platform, and so we saw an opportunity to tap into the 24M+ Facebook fans and let them form a direct, personal, 1:1 relationship with the new game. Synopsis Call of Duty was gearing up to announce their latest installment and new sub-franchise, Infinite Warfare. Our job was two-fold: 1) get fans excited about the announcement, and get them speculating as to what the new game could be about, and 2) as this game narrative was a return to classic good versus evil on a global scale, we needed to unpack the story narrative for our millions of fans and unite them against a common enemy.