FIFA 18 More than a Game|海报/平面|广告营销案例【ADGuider广告指南】

FIFA 18 不止一场比赛

案例简介：概要国际足联是世界上最受欢迎的电脑游戏之一。全球足球迷都知道，为了进一步扩大国际足联的影响力，我们需要吸引休闲游戏玩家 -- 那些只购买朋友、家人和偶像谈论的游戏的玩家。因此，说服这些人购买新的 FIFA18 游戏的唯一方法是让它成为我们观众的社交团体和新闻来源中最热门的话题。战略我们的目标是全世界的年轻人。他们都对足球和足球文化有着共同的热情，我们想利用这一点将他们带入 fifa18。他们选择的娱乐是基于想和朋友联系，所以他们会听、看和玩他们的朋友和名人英雄谈论最多的事情。因此，我们的目标是让国际足联成为足球和游戏文化中最大的话题。为了实现这一点，我们需要创造一种体验，这种体验可以改变真实足球的行为并引发辩论, FIFA18 和社交渠道为游戏创造了新的技能移动，这是实现这一目标的完美工具。它给了所有的足球迷自己 (和他们的英雄) 渴望的东西，但是很简单，可以穿越任何国家和任何平台，从电视到 GIFs 到 PlayStation。相关性 “不仅仅是一场游戏” 旨在吸引核心粉丝之外的新观众，这是一场 360 的参与活动, 客户之旅始于改变品牌的核心产品 -- 游戏机游戏本身。我们创造了一个新的虚拟技巧，叫做 “埃尔 · 托纳多”，把它藏在游戏中让世界发现，然后挑战世界上最好的足球运动员，让他们真正做到这一点。结果 50K + 技巧上传 304M + 电影视图 + 244% 赢得的媒体报道 + 250% 发布对话和社交提及 42M El Tornado GIFS 发布 + 20% 新招募的球员打破了所有国际足联特许经营记录。执行该活动在游戏发布前一周在全球多个平台上执行，围绕着控制台游戏本身隐藏的技巧。一部充满影响者的 TVC 和在线电影，从职业足球运动员到 Youtubers 、 skillers 、数字艺术家和音乐家，向我们的观众挑战，让他们找到隐藏的组合，体验自己的举动。把你的旋转放在上面会导致超过 50k + 的技巧上传。发布后，数百个用户生成的 Youtube 教程帮助新来者成功，每周的 El Tornado goal 集锦视频庆祝了那些成功的最佳视频。现实生活的尝试在 Instagram 上展示。当职业足球运动员在球迷的压力下要求 EA 允许他们的虚拟自我采取行动时，我们推出了 “el Tornado 认证”。足球运动员在社交节目中发布了他们的厄尔尼诺龙卷风能力的视频证据，他们收到了 FIFA18 的镜头，确认了他们升级后的游戏角色。活动描述与 EA Sports 合作，在游戏中创建和隐藏一个名为 “el tornao” 的爆炸性新技能移动。一个关于真正的罗纳尔多学习表演的 TVC 打破了，开始了对其秘密组合的疯狂搜索。一旦被发现，它就从游戏世界扩展到足球和社交媒体上更广泛的文化。新观众把他们自己的旋转放在上面，上传他们自己的技巧，创建操作视频、模因、混音和现实生活中的技巧尝试。EA 冠军 UFC 和 NBA 甚至创造了自己的版本，而音乐艺术家则发行并表演了一首埃尔龙卷风单曲，吸引了全球的音乐迷。为了完成这个循环，我们邀请职业足球运动员发布他们在训练中表演的视频证据，以便在比赛中获得 “厄尔龙卷风认证”。

FIFA 18 不止一场比赛

案例简介：Synopsis FIFA is one of the most popular computer games in the world. Already known to football fans across the globe, to expand FIFA’s reach further, we needed to attract casual gamers – those who only buy games their friends, family and idols talk about. Therefore, the only way to convince these people to buy the new FIFA18 game, was to make it the hottest topic in the social groups and newsfeeds of our audience. Strategy We were targeting young people across the world. They all shared a passion for football and football culture and we wanted to use that to bring them into FIFA18. The entertainment they chose was based on wanting to connect with friends, so they would listen to, watch and play the things that are most talked about by their friends and celebrity heroes. Our goal was therefore to make FIFA the biggest talking point in football and gaming culture. To achieve this, we needed to create an experience that could change behaviour and fuel debate across real football, FIFA18 and social channels Creating a new skill move for the game was the perfect tool to achieve this. It gave all football fans something for themselves (and their heroes) to aspire to, but was simple enough to travel across any country and any platform, from TV, to GIFs to PlayStation. Relevancy Designed to reach new audiences beyond the core fanbase, ‘More than a game’ was a full 360 engagement campaign, with a customer journey that began by changing the product at the heart of the brand – the console game itself. We created a new virtual trick called ‘El Tornado’, hid it in the game for the world to discover, then challenged the world’s best footballers to pull it off for real. Outcome 50K+ trick uploads 304M+ views of film +244% earned media coverage +250% launch conversation and social mentions 42M El Tornado GIFS posted +20% new players recruited Broke all FIFA franchise engagement records. Execution The campaign was executed globally across multiple platforms in the week before the game launch, centering around the trick hidden in the console game itself. A TVC and online film full of influencers ranging from pro footballers, to Youtubers, skillers, digital artists and musicians, challenged our audience to find the hidden combo and experience the move for themselves. PUT YOUR SPIN ON IT led to over 50k+ trick uploads. After launch, hundreds of user-generated Youtube tutorials helped newcomers to pull it off, weekly El Tornado goal highlights videos celebrated those that pulled it off best. Real life attempts were showcased on Instagram. When Pro-Footballers, pressured by fans, demanded that EA allow their virtual-selves to do the move, we launched ‘El Tornado Certified’. Footballers who posted video evidence of their El Tornado ability to their social feeds, received FIFA18 footage confirming their upgraded in-game character. CampaignDescription Working with EA Sports to create and hide an explosive new skill move called ‘El Tornado’ in the game. A TVC about real Ronaldo learning to do the trick broke, kicking off a frenzied search for its secret combo. Once discovered, it exploded out of the gaming world into football and wider culture in social media. New audiences put their own spin on it, uploading their own tricks, creating How-To videos, memes, remixes and real-life trick attempts. EA titles UFC and NBA even created their own versions, while music artists Run the Jewels released and performed an El Tornado single, reaching music fans around the globe. To complete the loop, we invited pro footballers to post video evidence of them doing the trick in training, in order to get ‘El Tornado Certified’ in the game.