Dwyane Wade’s Last Swap|微电影|广告营销案例【ADGuider广告指南】

德怀恩·韦德的最后一次交换

案例简介：为什么这项工作与娱乐狮子运动相关？作为美国职业篮球联赛的官方赞助商，百威开始创作一部情感内容来庆祝联盟最伟大的退役球员之一德怀恩·韦德的遗产。我们的电影植根于篮球，但讲述了韦德在球场外的影响力，给了世界一种新的方式来谈论一个已经在聚光灯下呆了 16 年的明星。你不需要成为篮球迷来欣赏我们的电影。你只需要一颗心。我们创造了一条超越广告成为新闻的内容。描述创意我们让德怀恩·韦德大吃一惊，他在场外影响最大的五个人交换了球衣。虽然不是每个人都有一件真正的球衣可以和韦德交换，但他们都带来了一些象征他如何帮助他们的东西。韦德帮助一名妇女克服了她哥哥在美国最严重的校园枪击事件中丧生后的创伤。她给韦德带来了她哥哥上一场比赛穿的球衣。韦德甚至在自己的母亲出狱后给她买了一座教堂，给了她新的生命和领导社区的能力。她给了韦德她作为牧师第一次服务时穿的长袍。我们展示了一个篮球传奇是如何拥有比篮球更大的遗产的，并创造了一段观众可以在真实的情感层面上联系的内容。描述策略百威改变了品牌赞助和合作伙伴关系的存在方式。我们是NBA的官方啤酒，这意味着我们可以获得我们想要的任何亮点。所以当到了庆祝韦德的时候，他是有史以来最伟大的NBA球员之一，在他退休后，我们制作了一个充满职业生涯亮点的致敬视频，对吗？错了。我们走了完全相反的方向，因为他的故事比这大得多。我们庆祝韦德的退休，但从未让他打篮球。它让每个人都可以和我们的电影联系起来，不管你是一个体育迷还是以前从未听说过迈阿密热火队。描述执行在一部强有力的四分钟电影中，他在场外影响最大的人的球衣交换让德怀恩·韦德大吃一惊。4 月 9 日，我们在脸书、推特、Instagram和YouTube上首次推出了这部电影《韦德最后一场主场比赛的早晨》。那天晚些时候，这部电影在迈阿密热火队售罄的体育场内上映，在韦德最后一次踏上主场前几分钟，他第一次有机会看到它。对于那些在家看电视的人，我们在电视上播放了福克斯体育太阳报的电影，这是一个覆盖佛罗里达州迈阿密热火队的电视网。描述结果这部电影不仅被新闻报道，它还是新闻。任何谈论韦德退休的人都在用我们的电影来说话。美国国家广播公司称这部电影为 “令人难以置信的情感致敬”。美国有线电视新闻网甚至在黄金时段的新闻广播中播出了这部电影的全部内容。韦德本人在接受《早安美国》采访时称赞了这部电影，在韦德的最后一场比赛之前，他的妻子加布里埃尔 · 联合，说我们的电影是她看到的对她丈夫最有影响力的致敬。在电影发行的几个小时内，这三个不同的标签在推特上同时出现，最后，百威啤酒历史上的任何活动都获得了最多的社会提及，获得媒体 600万美元，5000万次浏览，19亿的印象和一周的IRI数据报告了 3% 的全国销售额提升。

德怀恩·韦德的最后一次交换

案例简介：Why is this work relevant for Entertainment Lions for Sport? As the official sponsor of the NBA, Budweiser set out to create an emotional piece of content to celebrate the legacy of one of the league’s greatest retiring players: Dwyane Wade. Our film was rooted in basketball but spoke to Wade’s impact off the court, giving the world a new way to talk about a star who had been in the spotlight for 16 years. You didn’t need to be a basketball fan to appreciate our film. All you needed was a heart. We created a piece of content that transcended advertising to become a piece of news. Describe the creative idea We surprised Dwyane Wade with jersey swaps from five people he’d impacted the most off the court. While not everyone had an actual jersey to swap with Wade, they all brought something that was emblematic of how he had helped them. Wade helped one woman overcome trauma after her brother was killed in one of America’s worst school shootings. She brought Wade the jersey her brother wore in his last game. Wade even bought his own mother a church after she was released from prison, giving her a new lease on life and the ability to lead a community. She gave Wade the robe she wore in her first service as a pastor. We showed how a basketball legend had a legacy bigger than basketball and created a piece of content that audiences could connect with on a real, emotional level. Describe the strategy Budweiser transformed the way brand sponsorships and partnerships can exist. We are the official beer of the NBA, which means that we have access to any highlight we want. So when it came time to celebrate Wade, one of the greatest NBA players ever, upon his retirement, we made a tribute video packed full of career highlights, right? Wrong. We went the complete opposite direction because his story was much larger than that. We celebrated Wade’s retirement but never showed him playing basketball. It allowed everyone to relate to our film, whether you were a sports junkie or had never even heard of the Miami Heat before. Describe the execution We surprised Dwyane Wade with jersey swaps from the people he’s impacted the most off the court in a powerful, four-minute film. We debuted the film the morning of Wade’s last home game in Miami on April 9th across Facebook, Twitter, Instagram, and YouTube. Later that day, the film played inside the Miami Heat’s sold-out stadium, giving Wade the chance to see it for the first time minutes before he stepped on his home court for the final time. For those watching at home, we ran the film on TV on Fox Sports Sun, the TV network that covers the Miami Heat in Florida. Describe the outcome The film wasn’t just covered by the news, it became the news. Anyone who was talking about Wade’s retirement was using our film to do the talking. NBC called the film, “An incredible, emotional tribute.”CNN went so far as to air the film in its entirety during a primetime news broadcast. Wade himself lauded the film during an interview on Good Morning America, and before Wade’s final game, his wife, Gabrielle Union, said our film was the single most impactful tribute to her husband that she saw. Within hours of its launch, the film caused three different hashtags to trend simultaneously on Twitter, and, in the end, garnered the most social mentions for any campaign in the history of Budweiser, $6 million in earned media, 50 million views, 1.9 billion impressions and week over week IRI data reported a 3% national sales lift.