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僵尸圣诞节: 现实世界的预告片
案例简介：简要解释 为了在繁忙的圣诞节期间推出圣诞主题游戏，Xbox 没有像所有竞争对手一样在电视上播放预告片。相反，他们用一系列圣诞灯建造了一辆拖车，并安装在伦敦市中心的一个购物广场，人们在那里购物。起初，它是关闭的。这个按钮是通过社交网站提供给游戏世界的。500000 的玩家打开了它。人们没有跳过这个预告片。他们走过它，看到一个新的故事和游戏的新细节 -- 与游戏开发者共同编写 -- 完全通过灯光媒介讲述。预告片以超时形式列出，数千人亲自访问，还有数百万人通过 360 手机访问。通过创建一个只存在于户外的游戏预告片，以圣诞灯的形式，Xbox 创造了超越广告的东西。这是一个节日的目的地。 EntrySummary 在圣诞节的英国，广告不仅仅是相互竞争。他们还必须与圣诞市场和圣诞灯等节日娱乐竞争。圣诞灯是英国深受喜爱的圣诞传统，人们经常从几英里外出发观看灯的打开。但它们从未被品牌用于户外交流。通过制作一个只作为灯光存在的预告片，Xbox 能够利用这种季节性兴趣，这也与《死亡崛起 4 》的圣诞节主题高度相关。
僵尸圣诞节: 现实世界的预告片
案例简介：BriefExplanation To launch a Christmas-themed game during a busy Christmas time, Xbox didn’t put their trailer on TV, like all their competitors.Instead, they built a trailer from a series of Christmas lights, and installed it at a central London shopping plaza, where people were doing their Christmas shopping.At first, it was off. The on-button was given to the gaming world via social. 500000 gamers switched it on.People didn’t skip this trailer. They walked through it to see a new story and new details about the game – co-written with the game developers – be told exclusively through the medium of lights. The trailer was listed in TimeOut, and thousands visited it in person, along with millions via 360 mobile .By creating a game trailer that only existed outdoors, in the form of Christmas lights, Xbox created something that went beyond advertising. It was a festive destination. EntrySummary In the UK at Christmas, ads don’t just have to compete with each other. They also have to compete with festive entertainment like Christmas markets and Christmas lights.Christmas lights are a much-loved UK Christmas tradition, with people often travelling from miles away to watch the switching on of the lights. But they’ve never been used by brands to communicate outdoors.By creating a trailer that only existed as lights, Xbox was able to capitalise on that seasonal interest, which was also highly relevant to the Christmas theme of Dead Rising 4.
Zombie Christmas: The Real-World Trailer
案例简介：简要解释 为了在繁忙的圣诞节期间推出圣诞主题游戏，Xbox 没有像所有竞争对手一样在电视上播放预告片。相反，他们用一系列圣诞灯建造了一辆拖车，并安装在伦敦市中心的一个购物广场，人们在那里购物。起初，它是关闭的。这个按钮是通过社交网站提供给游戏世界的。500000 的玩家打开了它。人们没有跳过这个预告片。他们走过它，看到一个新的故事和游戏的新细节 -- 与游戏开发者共同编写 -- 完全通过灯光媒介讲述。预告片以超时形式列出，数千人亲自访问，还有数百万人通过 360 手机访问。通过创建一个只存在于户外的游戏预告片，以圣诞灯的形式，Xbox 创造了超越广告的东西。这是一个节日的目的地。 EntrySummary 在圣诞节的英国，广告不仅仅是相互竞争。他们还必须与圣诞市场和圣诞灯等节日娱乐竞争。圣诞灯是英国深受喜爱的圣诞传统，人们经常从几英里外出发观看灯的打开。但它们从未被品牌用于户外交流。通过制作一个只作为灯光存在的预告片，Xbox 能够利用这种季节性兴趣，这也与《死亡崛起 4 》的圣诞节主题高度相关。
Zombie Christmas: The Real-World Trailer
案例简介：BriefExplanation To launch a Christmas-themed game during a busy Christmas time, Xbox didn’t put their trailer on TV, like all their competitors.Instead, they built a trailer from a series of Christmas lights, and installed it at a central London shopping plaza, where people were doing their Christmas shopping.At first, it was off. The on-button was given to the gaming world via social. 500000 gamers switched it on.People didn’t skip this trailer. They walked through it to see a new story and new details about the game – co-written with the game developers – be told exclusively through the medium of lights. The trailer was listed in TimeOut, and thousands visited it in person, along with millions via 360 mobile .By creating a game trailer that only existed outdoors, in the form of Christmas lights, Xbox created something that went beyond advertising. It was a festive destination. EntrySummary In the UK at Christmas, ads don’t just have to compete with each other. They also have to compete with festive entertainment like Christmas markets and Christmas lights.Christmas lights are a much-loved UK Christmas tradition, with people often travelling from miles away to watch the switching on of the lights. But they’ve never been used by brands to communicate outdoors.By creating a trailer that only existed as lights, Xbox was able to capitalise on that seasonal interest, which was also highly relevant to the Christmas theme of Dead Rising 4.
僵尸圣诞节: 现实世界的预告片
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Zombie Christmas: The Real-World Trailer
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