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AR滴
案例简介：为什么这项工作与媒体相关？ 苹果的空投是一种通常用于与附近的人分享照片和视频的技术。阿迪达斯以完全创新的方式使用这项技术，为其创造定制的AR体验，并将其转化为意想不到的广告媒体形式。 背景 阿迪达斯即将发布其最伟大的跑鞋-Ultraboost19，他们希望让运动鞋在美国各地兴奋地购买鞋子。唯一的问题是-我们所拥有的只是这张鞋子的照片。所以我们的简报是让运动鞋爱好者谈论一只甚至还没有发布的鞋子，让他们去adidas.com报名进入候补名单。 描述创意/见解 (30% 的选票) 我们决定让人们对这只鞋感到兴奋，我们必须让他们试穿。但是我们需要一种媒介来为一只甚至还没有发布的鞋子创造一个数字试穿。然后我们需要一种介质将其交付给新运动鞋市场上的运动鞋头。 描述策略 (20% 的选票) 我们意识到，我们的人口统计，运动鞋头，在三个地方考虑运动鞋-他们购买运动鞋的商店，他们去炫耀他们的运动鞋的活动，snapchat -- 他们在那里发布他们最新的运动鞋。 所以我们想劫持纽约、洛杉矶、休斯顿、芝加哥的每一家大型运动鞋商店和时尚精品店，让人们在市场上购买新运动鞋，试试我们的运动鞋。 然后，我们在篮球比赛、嘻哈音乐会以及最重要的 -- Snapchat上把这种体验放到人们的手机上，让运动鞋文化中的每个人都深入谈论它。 描述执行情况 (20% 的选票) 超极本19发布的那一周，在耐克商店购物的人通过苹果的空投收到通知: “超极本19来了，第一个试穿”。当他们点击这个数字传单时，它打开了第一次增强现实体验，让他们只需将手机指向脚下就可以尝试新的adidas运动鞋。 因此，使用不太可能的空投媒介，我们让人们在耐克商店 (和其他地方) 试穿阿迪达斯的鞋子。 列出结果 (30% 的选票) 6000万鞋试穿 2.4访问adidas.com注册发布更新 品牌好评率提升12% 不到一小时，鞋子就卖完了 随后的版本在10分钟内售罄
AR滴
案例简介：Why is this work relevant for Media? Apple’s AirDrop is a technology typically used for sharing photos and videos with people closeby. Adidas used this technology in a completely innovative way by creating a bespoke AR experience for it and turning it into an unexpected form of advertising media. Background Adidas was about to release its greatest running shoe—The Ultraboost19, and they wanted to get sneakerheads across America excited to buy the shoes. The only catch was— all we had was a picture of what this shoe looked like. So our brief was to get sneaker enthusiasts talking about a shoe that hadn’t even been released, and have them visit adidas.com to sign up to get on the waitlist. Describe the creative idea/insights (30% of vote) We decided that to get people excited about this shoe, we had to get them to try it on. But we needed a medium to create a digital try-on for a shoe that hadn't even been released. Then we needed a medium to deliver it to sneakerheads in the market for new sneakers. Describe the strategy (20% of vote) We realized that our demographic, sneakerheads, thinks about sneakers in three places— stores where they buy sneakers, events where they go to show-off their sneakers, and Snapchat— where they post about their newest sneakers. So we wanted to hijack every single major sneaker store and fashion boutique in New York, LA, Houston, Chicago and have people who are in the market for new sneakers, try-on OUR sneakers instead. Then we dropped the experience onto people’s phones at basketball games, hip-hop concerts and most importantly— Snapchat to get everyone deep in the sneaker culture talking about it. Describe the execution (20% of vote) The week of the Ultraboost19 launch, people shopping in Nike stores got a notification via Apple’s AirDrop: “Ultraboost19 is here, be the first to try it on”. When they clicked this digital flyer, it opened up a first-of-its-kind augmented reality experience that let them try on the new adidas sneaker, just by pointing their phone at their feet. So with the use of the unlikely medium of AirDrops, we had people trying on adidas shoes— in Nike stores (and everywhere else). List the results (30% of vote) 60 Million shoe try-ons 2.4 Million visits to adidas.com to sign up for release updates 12% increase in brand favorability Shoe sold out in under an hour Subsequent release sold out in 10 minutes
AR Drops
案例简介：为什么这项工作与媒体相关？ 苹果的空投是一种通常用于与附近的人分享照片和视频的技术。阿迪达斯以完全创新的方式使用这项技术，为其创造定制的AR体验，并将其转化为意想不到的广告媒体形式。 背景 阿迪达斯即将发布其最伟大的跑鞋-Ultraboost19，他们希望让运动鞋在美国各地兴奋地购买鞋子。唯一的问题是-我们所拥有的只是这张鞋子的照片。所以我们的简报是让运动鞋爱好者谈论一只甚至还没有发布的鞋子，让他们去adidas.com报名进入候补名单。 描述创意/见解 (30% 的选票) 我们决定让人们对这只鞋感到兴奋，我们必须让他们试穿。但是我们需要一种媒介来为一只甚至还没有发布的鞋子创造一个数字试穿。然后我们需要一种介质将其交付给新运动鞋市场上的运动鞋头。 描述策略 (20% 的选票) 我们意识到，我们的人口统计，运动鞋头，在三个地方考虑运动鞋-他们购买运动鞋的商店，他们去炫耀他们的运动鞋的活动，snapchat -- 他们在那里发布他们最新的运动鞋。 所以我们想劫持纽约、洛杉矶、休斯顿、芝加哥的每一家大型运动鞋商店和时尚精品店，让人们在市场上购买新运动鞋，试试我们的运动鞋。 然后，我们在篮球比赛、嘻哈音乐会以及最重要的 -- Snapchat上把这种体验放到人们的手机上，让运动鞋文化中的每个人都深入谈论它。 描述执行情况 (20% 的选票) 超极本19发布的那一周，在耐克商店购物的人通过苹果的空投收到通知: “超极本19来了，第一个试穿”。当他们点击这个数字传单时，它打开了第一次增强现实体验，让他们只需将手机指向脚下就可以尝试新的adidas运动鞋。 因此，使用不太可能的空投媒介，我们让人们在耐克商店 (和其他地方) 试穿阿迪达斯的鞋子。 列出结果 (30% 的选票) 6000万鞋试穿 2.4访问adidas.com注册发布更新 品牌好评率提升12% 不到一小时，鞋子就卖完了 随后的版本在10分钟内售罄
AR Drops
案例简介：Why is this work relevant for Media? Apple’s AirDrop is a technology typically used for sharing photos and videos with people closeby. Adidas used this technology in a completely innovative way by creating a bespoke AR experience for it and turning it into an unexpected form of advertising media. Background Adidas was about to release its greatest running shoe—The Ultraboost19, and they wanted to get sneakerheads across America excited to buy the shoes. The only catch was— all we had was a picture of what this shoe looked like. So our brief was to get sneaker enthusiasts talking about a shoe that hadn’t even been released, and have them visit adidas.com to sign up to get on the waitlist. Describe the creative idea/insights (30% of vote) We decided that to get people excited about this shoe, we had to get them to try it on. But we needed a medium to create a digital try-on for a shoe that hadn't even been released. Then we needed a medium to deliver it to sneakerheads in the market for new sneakers. Describe the strategy (20% of vote) We realized that our demographic, sneakerheads, thinks about sneakers in three places— stores where they buy sneakers, events where they go to show-off their sneakers, and Snapchat— where they post about their newest sneakers. So we wanted to hijack every single major sneaker store and fashion boutique in New York, LA, Houston, Chicago and have people who are in the market for new sneakers, try-on OUR sneakers instead. Then we dropped the experience onto people’s phones at basketball games, hip-hop concerts and most importantly— Snapchat to get everyone deep in the sneaker culture talking about it. Describe the execution (20% of vote) The week of the Ultraboost19 launch, people shopping in Nike stores got a notification via Apple’s AirDrop: “Ultraboost19 is here, be the first to try it on”. When they clicked this digital flyer, it opened up a first-of-its-kind augmented reality experience that let them try on the new adidas sneaker, just by pointing their phone at their feet. So with the use of the unlikely medium of AirDrops, we had people trying on adidas shoes— in Nike stores (and everywhere else). List the results (30% of vote) 60 Million shoe try-ons 2.4 Million visits to adidas.com to sign up for release updates 12% increase in brand favorability Shoe sold out in under an hour Subsequent release sold out in 10 minutes
AR滴
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AR Drops
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