Mr. Robot Season 2 Digital Easter Eggs|图文|广告营销案例【ADGuider广告指南】

机器人先生第二季数字复活节彩蛋

案例简介：活动描述为了加强和扩大《机器人先生》第二季的粉丝参与度，我们构建了一个雄心勃勃的互动数字活动，将直播剧集与多平台目的地和内容体验联系起来。从第一个官方的机器人先生第二季预告片开始，并持续了整个赛季，粉丝们发现在直播中看到的元素，如网址、 ip地址和二维码, 充当 “复活节彩蛋” -- 或者，巧妙隐藏的信息和故事扩展 -- 引导它们到达数字领域的各种目的地和体验,允许机器人先生的叙述在多个平台和接触点上展开。许多这些复活节彩蛋展示了神秘的、无法解释的谜题，这些谜题需要表演的知识才能解开。一些让粉丝能够发现新内容，而另一些则让粉丝获得独家奖品。所有的复活节彩蛋都是语音和虚构的，以意想不到但令人非常满意的方式加深了粉丝们与机器人先生的联系。概要在第一季，开创性的戏剧《机器人先生》爆炸了，直接触及人们对我们一天中一些最大问题的情感，激发了即时和热情的粉丝。这不仅是今年的突破性节目，也激发了前所未有的观众联系和参与度，粉丝们分析每一个细节，在留言板上无休止地辩论节目。部分原因是该系列注入了 “复活节彩蛋” -- 为目光敏锐的观众巧妙地隐藏了参考和眨眼 -- 该系列挑战观众提出大问题，并奖励他们深入挖掘密切关注。对于第二季，我们决定让这些复活节彩蛋进入数字领域, 在节目中向观众展示隐藏的信息，引导粉丝走向多平台目的地，并体验到令人心烦意乱的内容。执行随着官方的机器人先生第二季预告片的发布，这项倡议开始了。虽然没有以任何方式突出显示或呼出，但目光敏锐的粉丝们注意到，在预告片中途的一瞬间，屏幕上可以看到一个电话号码。拨打电话号码开启了一场通往多平台内容体验、神秘谜题和独家奖品的旅程。在整个赛季的剩余时间里，任何时候任何网址、电子邮件地址、 ip地址或 QR 码都可以在节目的一集中看到或引用, 粉丝们发现它也在数字世界的某个地方领先。粉丝们试图参与的越深，他们通过抽奖或独家内容进行调查获得的回报就越多。在这个赛季中，超过 40 个 “复活节彩蛋” -- 巧妙隐藏的信息和故事扩展 -- 与直播剧集一起放置，引导粉丝在多个平台上到达不同的目的地。战略这项活动的战略设计是为了在机器人先生第二季之前、期间和之后激励粉丝。为了做到这一点，我们决定在机器人先生第二季预告片中放置第一个复活节彩蛋，甚至在该季首播之前。然后，为了促进持续的参与，我们继续在直播节目中放置 40 多个复活节彩蛋，带领粉丝前往多平台目的地和体验。一些复活节彩蛋很快被发现，而另一些彩蛋花了整整一个赛季才被发现。截至今天，最后一个复活节彩蛋仍未解决，在机器人先生第二季最后一集播出七个月后，粉丝们继续努力解决它。这最后一个复活节彩蛋，当被破解时，将会推出一个最后的，巨大的拼图系列，需要来自每个当季复活节彩蛋的知识来解决。获胜者将获得最终的粉丝奖，并在完成后宣布。结果 -自定义网站相关的多平台的经验赢得了超过 1.3 毫米的页面浏览量。之后，球迷们谈到了第一个复活节彩蛋,他们蜂拥到 Reddit，在那里他们作为一个社区一起工作了 10 个小时，试图解决复活节彩蛋提出的复杂谜题。 -社交媒体被点亮，互联网上的留言板聚集在一起，分享商业秘密和线索。-- 即使在机器人先生第二季最后一集播出七个月后，粉丝们仍然在努力破解最后一个未解的复活节彩蛋。 -这种多平台体验违背了每个人的期望; 它将节目的神秘程度提升到了另一个高度，积极将粉丝置于故事的中心,让他们进入该系列的世界，以一种非常有回报的方式吸引他们，并将对该节目的热情推向前所未有的高度。

机器人先生第二季数字复活节彩蛋

案例简介：CampaignDescription To strengthen and amplify the Mr. Robot fan engagement for season 2, we constructed an ambitious interactive digital campaign that connected on-air episodes to multi-platform destinations and content experiences. Beginning with the first official Mr. Robot season 2 trailer and continued throughout the entire season, fans discovered that elements seen on-air, such as URLs, IP addresses and QR codes, served as “Easter eggs”—or, cleverly hidden messages and story extensions—that led them to various destinations and experiences in the digital realm, allowing the Mr. Robot narrative to unfold across multiple platforms and touch points. Many of these Easter eggs presented mysterious, unexplained puzzles that required knowledge from the show to unlock. Some enabled fans to uncover new content, while others led fans to exclusive prizes. All of the Easter eggs were in-voice and in-fiction, deepening fans’ connection with Mr. Robot in unexpected but deeply satisfying ways. Synopsis In its first season, the groundbreaking drama Mr. Robot exploded onto the scene, tapping directly into people’s emotions around some of the biggest issues of our day and inspiring immediate and passionate fandom. Not only was it the breakout show of the year, but it also inspired an unprecedented level of audience connection and engagement, with fans analyzing every detail and debating the show endlessly on message boards. Due in part to the series’ infusion of “Easter eggs”—cleverly hidden references and winks for the eagle-eyed viewer—the series challenges viewers to ask big questions and rewards them for digging deeper and paying close attention. For season 2, we decided to have these Easter eggs cross-over into the digital realm, presenting viewers with hidden messages on-air that led fans to multi-platform destinations and down a rabbit-hole of mind-bending content experiences. Execution The initiative kicked-off with the release of the official Mr. Robot season 2 trailer. While not highlighted or called out in any way, sharp-eyed fans noticed that, for a split-second about halfway though the trailer, a phone number was visible on-screen. Calling the phone number kicked off a journey leading to multi-platform content experiences, mysterious puzzles and exclusives prizes. Throughout the remainder of the season, any time any URL, email address, IP address, or QR code was visible or referenced in an episode of the show, fans found that it lead somewhere in the digital world as well. The deeper fans tried to engage, the more they were rewarded for investigating either through sweepstakes prizes or with exclusive content. Over the course of the season, over 40 “Easter eggs”—cleverly hidden messages and story extensions—were placed in conjunction with on-air episodes, leading fans to various destinations across multiple platforms. Strategy This campaign was strategically designed to energize fans before, during and after Mr. Robot’s second season. In order to do this, we decided to place the first Easter egg in the Mr. Robot season 2 trailer, before the season even premiered on-air. Then, to foster sustained engagement, we continued to place over 40 Easter eggs in conjunction with on-air episodes, leading fans to multi-platform destinations and experiences. Some Easter eggs were uncovered quickly while others took fans an entire season to crack. As of today, one final Easter egg remains unsolved and still, seven month after the Mr. Robot season 2 finale on-air, fans continue to engage in trying to solve it. This final Easter egg, when cracked, will launch a final, massive puzzle series that will require knowledge from every in-season Easter egg to solve. The winner will be rewarded with the ultimate fan-prize, to be announced upon completion. Outcome -The custom websites involved in this multi-platform experience have earned over 1.3MM page views.-After the fans picked up on the first Easter egg, they swarmed to Reddit where they worked together as a community for 10-straight hours trying to solve the complex puzzles the Easter egg presented.-Social media lit up and message boards all across the Internet came together to trade secrets and share clues. -Even seven months after the Mr. Robot season 2 finale on-air, fans are still engaging and trying to crack the last unsolved Easter egg.-This multi-platform experience defied everyone’s expectations; it took the show’s mystery to a whole other level, actively putting fans at the center of the narrative, letting them enter the world of the series, engaging them in a deeply rewarding ways, and driving passion for the show to a new, unprecedented high.