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案例简介：活动描述 当你可以玩预赛的时候，为什么还要看预赛呢？这些预滚动点试图通过将预滚动变成游戏来吸引观众，观众可以使用唯一可用的输入: 暂停按钮来 “玩”。在整个两个点的某些间隔，一个士力架条穿过屏幕的底部。观众被挑战通过完美的定时按下暂停按钮来 “捕捉” 士力架。只要有一点运气和时间，标题人物就可以变回原来的自我。 执行 我们的电影被设计成在 YouTube 上播放预播广告，并在目标观众选择的视频之前自动播放。人们还被引导到窃笑者社交媒体页面上的视频。 概要 随着定制士力架酒吧的推出，这些酒吧以 “愤怒” 、 “叛逆” 和 “间隔” 等个人特征为特色, 火星希望通过 YouTube 上的预播广告吸引人们对他们新系列的关注。挑战通常情况下，预卷广告会尽快跳过，以便观众可以观看他们选择的视频。目标: 我们的挑战是说服观众在视频的持续时间里留下来。 结果 Reach: 在发布的第一周，总浏览量超过 200万次。前所未有的 92% 的观众保留率，比行业标准高出 78%。这意味着绝大多数观众选择观看的地方到最后。资料来源: YouTube，Facebook analytics，2017年2月 战略 士力架的目标市场涵盖在电子游戏时代长大的千禧一代。因此，他们本能地理解游戏化，并抓住任何机会玩。使用经典 8 位游戏中的设计和声音元素，我们的视频让我们的观众从一开始就进入游戏模式，并说服他们坚持视频到最后。
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案例简介：CampaignDescription Why watch a pre-roll when you can play one? These pre-rolls spots sought to engage audiences by turning the pre-roll into a game viewers could “play” using the only input available: The Pause button. At certain intervals throughout the two spots, a Snickers bar crosses the bottom of the screen. The viewer is challenged to “catch” the Snickers by way of a perfectly timed press of the pause button. With a little luck and timing, the title characters could be transformed back into their original selves. Execution Our films were designed to be played as pre-roll ads on YouTube, and automatically played before our target audience’s selected videos. People were also directed to the videos from the Snickers’ social media pages. Synopsis With the launch of custom Snickers bars that featured individual traits such as “Anger”, “Rebelliousness” and “Spaced”, Mars wanted to draw attention to their new range with a pre-roll commercial on YouTube. Challenge More often than not, pre-roll commercials are skipped as soon as possible so that the viewer can watch their selected video. Objectives: Our challenge was to convince the viewer to stick around for the duration of the video. Outcome Reach:Over 2 million total views in first week of launch. An unprecedented 92% audience retention rate, 78% higher than the industry standard. That means that the vast majority of viewers chose to watch the spots to the very end. Source: YouTube, Facebook analytics, February 2017 Strategy Snickers target market covers millennials who have grown up in an era of videogames. As such, they instinctively understand gamification and seize upon any opportunity to play. Using design and sound elements from classic 8-bit gaming, our videos primed our audience into game mode from the get go and convinced them to stick with the video to the end.
Stop the Hunger
案例简介：活动描述 当你可以玩预赛的时候，为什么还要看预赛呢？这些预滚动点试图通过将预滚动变成游戏来吸引观众，观众可以使用唯一可用的输入: 暂停按钮来 “玩”。在整个两个点的某些间隔，一个士力架条穿过屏幕的底部。观众被挑战通过完美的定时按下暂停按钮来 “捕捉” 士力架。只要有一点运气和时间，标题人物就可以变回原来的自我。 执行 我们的电影被设计成在 YouTube 上播放预播广告，并在目标观众选择的视频之前自动播放。人们还被引导到窃笑者社交媒体页面上的视频。 概要 随着定制士力架酒吧的推出，这些酒吧以 “愤怒” 、 “叛逆” 和 “间隔” 等个人特征为特色, 火星希望通过 YouTube 上的预播广告吸引人们对他们新系列的关注。挑战通常情况下，预卷广告会尽快跳过，以便观众可以观看他们选择的视频。目标: 我们的挑战是说服观众在视频的持续时间里留下来。 结果 Reach: 在发布的第一周，总浏览量超过 200万次。前所未有的 92% 的观众保留率，比行业标准高出 78%。这意味着绝大多数观众选择观看的地方到最后。资料来源: YouTube，Facebook analytics，2017年2月 战略 士力架的目标市场涵盖在电子游戏时代长大的千禧一代。因此，他们本能地理解游戏化，并抓住任何机会玩。使用经典 8 位游戏中的设计和声音元素，我们的视频让我们的观众从一开始就进入游戏模式，并说服他们坚持视频到最后。
Stop the Hunger
案例简介：CampaignDescription Why watch a pre-roll when you can play one? These pre-rolls spots sought to engage audiences by turning the pre-roll into a game viewers could “play” using the only input available: The Pause button. At certain intervals throughout the two spots, a Snickers bar crosses the bottom of the screen. The viewer is challenged to “catch” the Snickers by way of a perfectly timed press of the pause button. With a little luck and timing, the title characters could be transformed back into their original selves. Execution Our films were designed to be played as pre-roll ads on YouTube, and automatically played before our target audience’s selected videos. People were also directed to the videos from the Snickers’ social media pages. Synopsis With the launch of custom Snickers bars that featured individual traits such as “Anger”, “Rebelliousness” and “Spaced”, Mars wanted to draw attention to their new range with a pre-roll commercial on YouTube. Challenge More often than not, pre-roll commercials are skipped as soon as possible so that the viewer can watch their selected video. Objectives: Our challenge was to convince the viewer to stick around for the duration of the video. Outcome Reach:Over 2 million total views in first week of launch. An unprecedented 92% audience retention rate, 78% higher than the industry standard. That means that the vast majority of viewers chose to watch the spots to the very end. Source: YouTube, Facebook analytics, February 2017 Strategy Snickers target market covers millennials who have grown up in an era of videogames. As such, they instinctively understand gamification and seize upon any opportunity to play. Using design and sound elements from classic 8-bit gaming, our videos primed our audience into game mode from the get go and convinced them to stick with the video to the end.
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Stop the Hunger
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