Astronaut Reality|海报/平面|广告营销案例【ADGuider广告指南】

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宇航员现实

案例简介：大纲去年春天，《国家地理》首映了《奇怪的岩石》，这是达伦 · 阿罗诺夫斯基和《坚果》的系列活动。这个节目讲述了地球的故事，讲述了唯一离开过它的人: 宇航员。但是实际上只有 536 个勇敢的灵魂去过太空。它需要多年的培训和教育、数百万美元和最先进的技术。所以为了推广这个节目，我们想: 我们如何在不要求观众离开地球的情况下重现这种体验？策略我们希望达到《国家地理》的核心目标 -- 一个已经看到了一切，已经处于技术和小工具发布前沿的观众。他们是日常探险家。推动者和摇摆人。他们的目标不是名声或荣耀，而是拥有新的视角或通过新的眼睛体验熟悉的刺激。众所周知，他们有时对答案不满意，但那是因为他们有巨大的想象力，对人们掩盖话题的频率不满意。没有什么是表面价值，通过挑战现状和深入挖掘，他们发现了新的意义。这是他们与 NG 的探险者社区的共同之处。有了宇航员现实头盔，我们想用他们从未体验过的技术给他们一个惊喜。相关性在这场运动中，我们通过创造一种新的新闻活动，在它的头上翻转了一个普通的筛选。我们没有传统的新闻发布会，而是给了记者一个完全独特的体验，只有一个奇怪的摇滚节目才能提供。在创造新闻事件的下一个演变过程中，我们发明了一种新型的虚拟现实。宇航员现实头盔。整个经历激活了记者们以不同于传统首映式评论的方式来写这部剧。结果 * 季节到目前为止，一个奇怪的岩石平均 0.42/361 L + 4 集的 3 P25-54 评级，与季度平均水平相比上升了 + 91%。*从 L + SD 到 L + 3 的 DVR 升力继续强劲，为 + 50%，远高于 2018 财年 NGC 的非小说系列平均水平 31%。*Reach 比 NGC 的非虚构平均值高 + 13%: OSR vs 的平均值为 0.76%。0.67% 对于非小说平均 * 平均观看时间也高 4 分钟: 31 分钟为 OSR vs。非小说平均 27 分钟执行我们以一种独特的方式推出了头盔: 邀请主要记者参加他们认为是放映的活动，但当他们到达时，我们为他们配备了安全带,揭示这些镜头不是在传统的屏幕上，而是在头盔放在他们头上的内部。从那里，我们带着 25 个头盔上路，作为科学大使，前往全国各地的天文馆、学校和科学中心; 包括纽约科学馆,林肯中心的爱丽丝 · 塔利大厅和芝加哥的阿德勒天文馆。在节目播出期间，头盔是可用的。活动描述宇航员现实头盔是一种可穿戴的沉浸式体验，安装在复制品太空头盔中。在这种体验中播放的内容已经被扭曲，以适应内部屏幕的曲率，提供了非常宽的视野。与市场上的虚拟现实耳机不同，用户可以在圆顶内自由移动他们的头，环顾整个视野，就像宇航员在太空中的头盔一样。它包含了节目中的空间内容，并通过宇航员现实头盔讲述了整个 OSR 系列的故事。受 One Strange Rock 创新故事的启发，我们创造了宇航员现实头盔，使这个独特的宇航员有利位置更接近地球上的宇航员。投影技术采用复制空间头盔，通过激光投影，定制鱼眼光学和内置音频的独特组合，创造身临其境的观看体验。

宇航员现实

案例简介：Synopsis This past spring National Geographic premiered One Strange Rock, an event series from Darren Aronofsky and Nutopia. The show tells the story of Earth, told from the only people who have ever left it: astronauts. But only 536 brave souls have actually been to space. It requires years of training and education, millions of dollars and state-of-the-art technology. So to promote the show we thought: how can we recreate that experience without requiring viewers to leave the planet? Strategy We wanted to reach our core target for National Geographic — an audience that’s seen everything already, that’s already on the cutting edge of technology and gadget releases. They are the Everyday Explorers. The movers and shakers. They don’t aim for fame or glory, but rather the thrill of having a new perspective or experiencing the familiar through new eyes. They are sometimes known to be discontent with answers, but that’s because they have huge imaginations and a dissatisfaction with how often people gloss over topics. Nothing is a face value, and by challenging the status quo and digging deeper, they uncover new meaning. This is something they share in common with NG’s community of explorers. With the Astronaut Reality Helmet we wanted to surprise them with a technology they’ve never experienced before. Relevancy In this campaign we flipped a run-of-the-mill screening on it’s head by creating a new kind of press event. Instead of a traditional press conference we gave journalists a totally unique experience that only the show One Strange Rock could deliver. And in the process of creating the next evolution of a press event, we invented a new type of virtual reality. The astronaut reality helmet. The whole experience activated the journalists to write about the show in a way different than the traditional premiere review. Outcome * Season to date, One Strange Rock averaged 0.42/361 L+3 P25-54 rating for four episodes, up +91% versus quarter average. * DVR Lift from L+SD to L+3 continued to be strong, at +50%, much higher than the non-fiction series average for NGC in fiscal 2018 of 31%. * Reach was +13% higher than NGC’s non-fiction average: 0.76% for OSR vs. 0.67% for non-fiction average * Average time spent viewing was also higher by 4 minutes: 31 minutes for OSR vs. 27 minutes for non-fiction average Execution We launched the helmet in a unique way: inviting leading journalists to what they thought was a screening, but when they arrived we outfitted them with harnesses, revealing the footage wouldn’t be on a traditional screen but inside the helmets being placed on their heads. From there, we took twenty-five helmets on the road as an ambassador for science, traveling to planetariums, schools and science centers across the country; including the New York Hall of Science, Alice Tully Hall at Lincoln Center, and the Adler Planetarium in Chicago. The helmets were available during the time the show aired. CampaignDescription The Astronaut Reality Helmet is a wearable immersive experience housed within a replica space helmet. The content played within this experience has been distorted to fit the curvature of the interior screen providing an exceptionally wide field of view. Unlike in-market VR headsets, users can freely move their head inside of the dome to look around the entire field of vision, just as an astronaut would within their helmet in space. It contains space content from the show and and through the astronaut reality helmets tells the story of the OSR series as a whole. Inspired by the innovative storytelling in One Strange Rock, we created the Astronaut Reality Helmet to bring this unique astronaut vantage-point even closer to those on Earth. Housed in a replica space helmet, the projection technology creates an immersive viewing experience through a unique combination of laser projection, custom fish-eye optics and in-built audio.