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赛车太阳
案例简介：执行 “与太阳赛跑” 是通过一种多阶段的多媒体方法实现的。在日食前阶段，大日子到来前的几周对于获得意识和兴趣以最终推动直播流量至关重要。沃尔沃推出了配备倒计时和日历提醒功能的 racingthesun.com 登陆页面。CRM 电子邮件的杠杆作用引起了忠诚者和潜在消费者的轰动。通过媒体合作伙伴关系，CNN.com 的一个定制 eclipse 登录页面包含了所有联合品牌的内容和精选的 eclipse 主题内容。自定义屏幕无关的数字和社交生成的跨平台覆盖范围。在大日子里，定制的 4K 360 ° 摄像机和钻机安装在四个 XC60s 上，这些 XC60s 位于 totality 的 eclipse 路径上的四个美国位置。每辆车都配备了内外摄像头，允许所有镜头无缝拼接在一起。4K VR livestream 通过卫星连接到 CNN 网络，Facebook 和 Oculus，并以不到 1 秒的延迟在全球范围内传输。四名专家报道了日食，包括一名宇航员、一名世界探险家、一名畅销书科幻作家和一名古代文化专家。有了四个独立的直播流，观众可以在日食穿越这个国家的时候观看四次独立的直播。即使这个精心策划的活动非常复杂，团队仍然确保所有基地都被覆盖。沃尔沃、代理商和媒体合作伙伴聚集在一个会议室，利用实时营销工具，成为与我们的观众进行社交对话的一部分。凭借快速评估、实时创意和媒体决策，沃尔沃能够在社会上放大已经很大规模的活动。借助高影响力数字收购、定制电视广告牌、社交媒体和 CNN 应用推送通知，超过 660万观众收看了直播流。 活动描述 XC60 的推出象征着沃尔沃的急剧转变，因此我们将品牌定位在史诗文化时刻的前沿和中心。8月21日，一场日食挡住了太阳的光线，给美国投下了完全的阴影。一个如此强大的事件，我们除了观察和被宇宙的力量所折服之外，什么也做不了。很少有人会目睹如此大规模的天体事件。但我们不是简单见证的人。我们是与太阳赛跑的人。这就是为什么沃尔沃发送了四个 XC60 来追逐日食。凭借强大的发动机，令人难以置信的精密控制和全景天窗，XC60 是追逐阴影的完美精密仪器。在方向盘后面，四位专家主持人跟着渐暗的灯光。配备了 4K 360 ° 相机装备，我们这一代的宇宙事件与全世界实时共享。
赛车太阳
案例简介：Execution “Racing the Sun” was brought to life via a multi-phased, multimedia approach. During the pre-eclipse phase, the weeks leading up to the big day were crucial to garner awareness and interest to ultimately drive traffic to the livestream. Volvo launched the racingthesun.com landing page equipped with a countdown and a calendar reminder function. CRM email leveraged created buzz with loyalists and potential consumers. Via the media partnership, a custom eclipse landing page on CNN.com housed all co-branded content and curated eclipse-themed content. Custom screen-agnostic digital and social generated reach across platforms. On the big day, custom 4K 360º cameras and rigs were installed on four XC60s positioned in four U.S. locations along the eclipse path of totality. Each vehicle was equipped with cameras inside and out, allowing all shots to be stitched together seamlessly. The 4K VR livestream linked via satellite to the CNN network, Facebook and Oculus, and streamed globally with less than 1 second delay. Four experts covered the eclipse, including an astronaut, a world explorer, a bestselling science fiction author, and an expert on ancient cultures. With four separate livestreams, viewers could watch the eclipse four separate times as it crossed the country. Even with the complexity of this carefully orchestrated event, the teams still ensured all bases were covered. Volvo, agencies, and media partners gathered in a warroom to utilizing reat-time marketing tools be a part of the social conversations with our audiences. With quick assessments and real-time creative and media decision-making, Volvo was able to amplify the already massive event socially. With the help of high impact digital takeovers, custom TV billboards, social media, and CNN app push notifications, over 6.6 million viewers tuned in to the livestream. CampaignDescription The XC60 launch symbolized a steep transformation for Volvo, so we positioned the brand front and center of an epic cultural moment. On August 21st, a solar eclipse blocked the sun’s light and cast a complete shadow across the US. An event of such power, we can do little but watch and be humbled by the forces of the universe. Few people will ever witness a celestial event of this magnitude. But we’re not the ones who simply witness. We are the ones who race the sun. That’s why Volvo sent four XC60’s to chase the eclipse. With a powerful engine, incredible precision control, and panoramic moonroof, the XC60 is the perfect precision instrument to chase the shadow. Behind the wheel, four expert hosts followed the fading light. Armed with a 4K 360º camera rig, this cosmic event of our generation was shared in real time with the entire world.
Racing the Sun
案例简介：执行 “与太阳赛跑” 是通过一种多阶段的多媒体方法实现的。在日食前阶段，大日子到来前的几周对于获得意识和兴趣以最终推动直播流量至关重要。沃尔沃推出了配备倒计时和日历提醒功能的 racingthesun.com 登陆页面。CRM 电子邮件的杠杆作用引起了忠诚者和潜在消费者的轰动。通过媒体合作伙伴关系，CNN.com 的一个定制 eclipse 登录页面包含了所有联合品牌的内容和精选的 eclipse 主题内容。自定义屏幕无关的数字和社交生成的跨平台覆盖范围。在大日子里，定制的 4K 360 ° 摄像机和钻机安装在四个 XC60s 上，这些 XC60s 位于 totality 的 eclipse 路径上的四个美国位置。每辆车都配备了内外摄像头，允许所有镜头无缝拼接在一起。4K VR livestream 通过卫星连接到 CNN 网络，Facebook 和 Oculus，并以不到 1 秒的延迟在全球范围内传输。四名专家报道了日食，包括一名宇航员、一名世界探险家、一名畅销书科幻作家和一名古代文化专家。有了四个独立的直播流，观众可以在日食穿越这个国家的时候观看四次独立的直播。即使这个精心策划的活动非常复杂，团队仍然确保所有基地都被覆盖。沃尔沃、代理商和媒体合作伙伴聚集在一个会议室，利用实时营销工具，成为与我们的观众进行社交对话的一部分。凭借快速评估、实时创意和媒体决策，沃尔沃能够在社会上放大已经很大规模的活动。借助高影响力数字收购、定制电视广告牌、社交媒体和 CNN 应用推送通知，超过 660万观众收看了直播流。 活动描述 XC60 的推出象征着沃尔沃的急剧转变，因此我们将品牌定位在史诗文化时刻的前沿和中心。8月21日，一场日食挡住了太阳的光线，给美国投下了完全的阴影。一个如此强大的事件，我们除了观察和被宇宙的力量所折服之外，什么也做不了。很少有人会目睹如此大规模的天体事件。但我们不是简单见证的人。我们是与太阳赛跑的人。这就是为什么沃尔沃发送了四个 XC60 来追逐日食。凭借强大的发动机，令人难以置信的精密控制和全景天窗，XC60 是追逐阴影的完美精密仪器。在方向盘后面，四位专家主持人跟着渐暗的灯光。配备了 4K 360 ° 相机装备，我们这一代的宇宙事件与全世界实时共享。
Racing the Sun
案例简介：Execution “Racing the Sun” was brought to life via a multi-phased, multimedia approach. During the pre-eclipse phase, the weeks leading up to the big day were crucial to garner awareness and interest to ultimately drive traffic to the livestream. Volvo launched the racingthesun.com landing page equipped with a countdown and a calendar reminder function. CRM email leveraged created buzz with loyalists and potential consumers. Via the media partnership, a custom eclipse landing page on CNN.com housed all co-branded content and curated eclipse-themed content. Custom screen-agnostic digital and social generated reach across platforms. On the big day, custom 4K 360º cameras and rigs were installed on four XC60s positioned in four U.S. locations along the eclipse path of totality. Each vehicle was equipped with cameras inside and out, allowing all shots to be stitched together seamlessly. The 4K VR livestream linked via satellite to the CNN network, Facebook and Oculus, and streamed globally with less than 1 second delay. Four experts covered the eclipse, including an astronaut, a world explorer, a bestselling science fiction author, and an expert on ancient cultures. With four separate livestreams, viewers could watch the eclipse four separate times as it crossed the country. Even with the complexity of this carefully orchestrated event, the teams still ensured all bases were covered. Volvo, agencies, and media partners gathered in a warroom to utilizing reat-time marketing tools be a part of the social conversations with our audiences. With quick assessments and real-time creative and media decision-making, Volvo was able to amplify the already massive event socially. With the help of high impact digital takeovers, custom TV billboards, social media, and CNN app push notifications, over 6.6 million viewers tuned in to the livestream. CampaignDescription The XC60 launch symbolized a steep transformation for Volvo, so we positioned the brand front and center of an epic cultural moment. On August 21st, a solar eclipse blocked the sun’s light and cast a complete shadow across the US. An event of such power, we can do little but watch and be humbled by the forces of the universe. Few people will ever witness a celestial event of this magnitude. But we’re not the ones who simply witness. We are the ones who race the sun. That’s why Volvo sent four XC60’s to chase the eclipse. With a powerful engine, incredible precision control, and panoramic moonroof, the XC60 is the perfect precision instrument to chase the shadow. Behind the wheel, four expert hosts followed the fading light. Armed with a 4K 360º camera rig, this cosmic event of our generation was shared in real time with the entire world.
赛车太阳
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Racing the Sun
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