Funeral for Kent - Sweden's Biggest Rock Band|短视频|广告营销案例【ADGuider广告指南】

肯特的葬礼 -- 瑞典最大的摇滚乐队

案例简介：相关性 -“肯特” 被认为是瑞典最大的摇滚乐队，拥有 26 年的职业生涯和 14 张专辑。 -肯特计划在发行最后一张专辑和最佳专辑后退休，但是摇滚乐队应该如何以真实和体面的方式退休？没有规则存在。-在一个混乱的音乐行业，音乐标签被测试以证明他们的理性。-索尼音乐娱乐瑞典通过建立内部创意部门/分析团队，并加强其核心服务，即营销/宣传工作，迎接这一挑战。 -传达肯特的退休对索尼音乐娱乐瑞典来说是一个里程碑式的挑战。活动描述 -一场 “全国性的长达一年的葬礼”，给肯特的粉丝们一个极好的机会与乐队一起回忆和 “告别” 肯特。 -主要的竞选标志: 一个画着骷髅脸的鼓手女孩，领导着告别游行。 -其他竞选元素反映了一些葬礼传统,灵感来自讣告和纪念碑等创意资产。-“葬礼” 经历了四个不同的阶段，在一年中展开。执行 1/SPRING/3 月 13 日至 14 日在线视频预告片 -- 宣布肯特的最后一张专辑/告别之旅。 -预告片以 “骷髅女孩” 为特色，与肯特专辑封面/单曲/视频中的角色/符号一起行进。 -通过肯特的社交媒体渠道发布。 -单曲 “利己主义” 的惊喜发布。 2/夏季/5 月 18-20 日 thalbum PRE-LISTENING 活动/数字倒计时-协作/专辑发布-独特的定制专辑预听事件在肯特的家乡/直播。 -通过肯特的社交媒体和瑞典各地的海报邀请粉丝/公众。 -Spotify 首次基于视频的 24 小时倒计时收购后发布的最终专辑。 -与肯特一起庆祝的新闻-专用播客/致敬杂志/广泛的新闻报道。3/秋季/9月16日-12 月 31stBEST-OF-ALBUM 发行/发行 “KENTIPEDIA”-最佳专辑，与互动合作创作网站 “kentipedia” kentipedia 一起发行了四首新歌: -粉丝们可以滚动查看肯特的整个历史/添加记忆。 -九名影响者在在线视频中分享肯特记忆。 -“kentipedia” 成为新年 Eve.4) 冬季/9月23日月 18 日告别之旅-26 场音乐会/19 个城市/4 个国家。斯德哥尔摩的三场最后的竞技场表演。-视频到 “Sista songen” (“最后一首歌”)，并发布了音乐会镜头。-粉丝发起的告别游行和教堂/健身房告别。结果媒体覆盖-153 媒体覆盖 + 553 篇文章 (瑞典人口 = 1000万)。-肯特职业生涯中报道最多/最积极。例如。瑞典最大的新闻媒体出版/出售肯特主题杂志。瑞典公共服务电台制作 16 部分以肯德基为主题的播客。参与-在肯特的数字频道的所有时间高活动。例如。在线视频预告片有机 reach = 3,608，84/浏览量 = 1,800,000/赞 = 21,000/分享 = 13,681/评论 = 858。收听前-事件直播-视图 = 250,000。 “kentipedia” = 24 小时内 24,000 次访问 + 1,540 粉丝记忆增加。 -大型活动/音乐会投票。例如。听前活动举行两次/售罄之旅。-独立活动: 粉丝安排的告别游行 + 演唱会前/后俱乐部派对。公司发起的肯特主题活动/广告/网站/拍卖。 -Spotify 创建了整个肯特主题的 “音乐年” 网站。影响/销售 -- 退休后 24 小时内 -- 宣布，每 8 个瑞典人都会在 Spotify 上收听肯特。 -最终专辑中的所有曲目都进入了 Spotify 的前 50 名排行榜。-最终专辑 + 最佳专辑进入 #1-全国专辑-图表。-最后一张专辑获得白金销售认证，是最畅销的瑞典专辑 2016。-单曲《利己主义》在 #7 进入 Spotify 图表。在国家电台排行榜上 + 5 个月。-肯特赢得了两次瑞典格莱美奖: 最佳摇滚 + 最佳专辑。-肯特现在正式命名为 “瑞典最大的摇滚乐队”。战略 -通过鼓励共同创作，将粉丝放在活动的中心。 -点燃回忆，让粉丝们反思并分享肯特对他们的意义。 -通过分为四个阶段的不同激活/创意资产，给粉丝和媒体全年告别的机会,导致高潮。 -通过主要文化媒体和影响者播报新闻，以达到广泛的主流，但在引领潮流者中保持较高的地位。 -使用肯特的数字频道和社交媒体，通过定制的材料在整个活动中发布新闻。随着活动的发生，通过快速反应进行实时沟通。-忠于肯特的语调: 黑暗、存在、浮夸。概要情况 -- 肯特，被广泛视为瑞典最大的摇滚乐队，决定发行他们的最后一张专辑，一张最佳专辑，并于 2016年退休。肯特的职业生涯跨越了 26 年。因此，肯特球迷是一个广泛的人口群体，与肯特有着不同的关系。 -肯特很少接受采访。 -肯特从默默无闻的小镇乐队上升为名人意味着仔细平衡主流/利基交流。简要介绍肯特的最后一张专辑《 dsom Nu f ö r Alltid 》，这是他们最好的专辑“最佳”，以及相关的单曲/音乐视频。 -全年，主要关注包括/吸引肯特的粉丝庆祝肯特。 -促进肯特的旅游与肯特的预订代理。目标 -- 在竞选活动中团结所有肯特时代/世代的粉丝。 -最大化音乐销售 (流媒体/下载/实体销售)。-两张专辑都进入了国家专辑排行榜的第一名。肯特在所有主要广播电台播放。-最大限度地提高对肯特音乐发行/肯特退休的认识 (地方/国家)。-保护肯特作为瑞典最大摇滚乐队的遗产。

肯特的葬礼 -- 瑞典最大的摇滚乐队

案例简介：Relevancy -“kent” is regarded as Sweden’s biggest rock band, with a 26-year long career and 14 albums behind them.-kent planned to retire after releasing their final album and best-of-album, but how should a rock band retire in an authentic and honourable way? No rules exist.-In a disrupted music industry, music labels are tested to prove their reason-to-be. -Sony Music Entertainment Sweden meets this challenge by building an in-house creative department/analytics team, and strengthening their core offer, i.e. marketing/publicity work.-Communicating kent’s retirement was a milestone challenge for Sony Music Entertainment Sweden. CampaignDescription -A “NATIONWIDE YEAR LONG FUNERAL”, giving kent fans an organised chance to reminisce and “say goodbye” to kent with dignity – together with the band.-The main campaign symbol: A drummer girl with a skeleton-painted face, leading a farewell march.-Other campaign elements reflected a number of funeral traditions, with creative assets inspired by e.g. obituaries and memorial sites.-The “funeral” went through four distinct phases spread out over the year. Execution 1/SPRING/March 13th-14thONLINE VIDEO TRAILER-Announces kent’s final album/farewell tour.-Trailer features “skull girl” marching with characters/symbols from kent album covers/singles/videos.-Released via kent’s social media channels.-Surprise release of single “Egoist”.2/SUMMER/May 18th-20thALBUM PRE-LISTENING EVENT/DIGITAL COUNTDOWN-COLLABORATION/ALBUM RELEASE-Unique tailored album pre-listening event in kent’s hometown/livestreamed.-Fans/public invited via kent’s social media and posters around Sweden.-Final album released following Spotify’s first video-based-24-hour-countdown takeover.-Press celebrated with kent-dedicated podcasts/tribute magazine/extensive press coverage. 3/FALL/September 16th-December 31stBEST-OF-ALBUM RELEASE/RELEASE “KENTIPEDIA"-Best-of-album with four new tracks released alongside interactive co-creation website “kentipedia”kentipedia:-Fans can scroll through kent’s entire history/add memories.-Nine influencers share kent-memories in online videos.-“kentipedia" becomes a permanent memorial site on New Year’s Eve.4)WINTER/September 23rd-December 18thFAREWELL TOUR-26 concerts/19 cities/4 countries. Three final arena shows in Stockholm.-Video to “Sista sången” (“The Last Song”) with concert footage released.- Fan-initiated farewell marches and church/gym say farewell. Outcome MEDIA REACH-153 million media reach +553 articles (Swedish population=10 million).-Coverage biggest/most positive throughout kent’s career. E.g. Sweden’s largest news outlet published/sold kent-themed magazine. Swedish public service-radio produce 16-part-kent-themed podcast. ENGAGEMENT-All-time-high-activity in kent’s digital channels. E.g. Online-video trailer organic reach=3,608,84/views=1,800,000/likes=21,000/shares=13,681/comments=3,858.Pre-listening-event livestream-views=250,000. “kentipedia"=24,000 visits within 24h+1,540 fan-memories added.-Massive event/concert turnouts. E.g. Pre-listening-event held twice/sold out tour. -Independent initiatives: Fan-arranged farewell marches+pre/post-concert club-parties. Company-launched kent-themed campaigns/events/ads/websites/auctions.-Spotify creates whole kent-themed “Year in Music”-website.IMPACT/SALES-Within 24h of retirement-announcement, every 8th Swede listens to kent on Spotify.-All tracks from final album entered Spotify’s top-50 chart. -Final album+best-of-album entered #1-national-album-chart. -Final album certified platinum in sales and was the best selling Swedish album 2016.-Single “Egoist” entered Spotify-chart at #7. On national radio chart +5 months.-kent won two Swedish Grammy’s: Best Rock+Best Album.-kent now officially entitled “Sweden’s biggest rock band”. Strategy -Put fans at the very centre of the campaign by e.g. encouraging co-creation.-Spark memories to get fans to reflect on and share what kent has meant to them.-Give fans and the media many opportunities to say farewell throughout the year, via distinct activations/creative assets divided into four phases, leading to a crescendo.-Seed news via key culture media and influencers to reach the broad mainstream, but remain high status with trendsetters.-Use kent’s digital channels and social media to break news throughout the campaign with tailored material. Communicate in real time through rapid response as activities take place.-Stay true to kent’s tone-of-voice: Dark, existential, grandiose. Synopsis SITUATION-kent, widely seen as Sweden's biggest rock band, decided to release their final album, a best-of-album, and retire in 2016.-kent’s career spans over 26 years. Therefore kent fans are a broad demographic group with different relationships to kent.-kent seldom give interviews.-kent’s rise from obscure small town band to celebrity means carefully balancing mainstream/niche communication.BRIEF-Promote kent’s final album “Då Som Nu För Alltid”, their best-of-album “Best of”, and related singles/music videos.-During the whole year, mainly focus on including/engaging kent’s fans in celebrating kent.-Promote kent’s tour with kent’s booking agent.OBJECTIVES-Unite fans from all kent eras/generations in campaign activities.-Maximise music sales (streaming/downloads/physical sales). -Both albums entering #1 on national album chart. -kent played on all major radio stations. -Maximise awareness (local/national) about kent’s music releases/kent’s retirement.-Secure kent’s legacy as Sweden’s biggest rock band.