NIKE+ KINECT TRAINING|短视频|广告营销案例【ADGuider广告指南】

耐克 + KINECT 培训

案例简介：描述客户的简报耐克拥有先进的设施、对培训的独特见解和世界级的教练。目的是让每个人都能获得这种独家体验，并从中创造一种新产品。我们的策略是将耐克在动机和运动科学方面的专业知识与 Kinect 传感技术相结合，创建一个民主化的服务，每个人都可以接受与精英运动员相同的顶级训练。这个标题吸引了 Xbox install base 的用户，并启发了现有的耐克 + 会员，为他们提供了实现健身目标的新方法。创意执行我们的使命是创造一个真正真实的培训体验，最接近在耐克和他们的主培训师一起工作的地方。这个标题充满了创新，如与朋友的现场视频培训和 90 天奖励计划，这些都是基于从教练那里收集的关于如何激励和指导运动员的见解。这是通过一次让耐克栩栩如生的体验来实现的。我们将环境设计成草叶和地板来感受真实，并模仿培训师的动作，使用他们真实的声音和鼓励的话。对简短/目标的创造性解决方案。 Nike + Kinect 培训旨在提供世界上最好的私人教练，在你家里，费用低于一次私人培训的费用。耐克 + Kinect 训练成为假日 2012 的头号销售 Kinect 冠军，巩固了它作为世界上最成功的控制台上的巅峰健身冠军。结果耐克 + Kinect 培训成为假日 2012 的头号销售 Kinect 头衔。在亚马逊，它保持着 4 颗星的评级。消费者评论包括诸如 “我买了这个游戏，取消了我的健身房会员资格。” “比任何其他健身游戏都更身临其境。” ESPN “耐克 + Kinect 培训和真正的教练一样好，费用不到 1hr。"克里斯 · 安德森，《连线》杂志前主编 “保持健康从来没有这么酷或上瘾。” 男性健康 “迄今为止最好的运动游戏。” 快速公司

耐克 + KINECT 培训

案例简介：Describe the brief from the client Nike has access to cutting-edge facilities, unique insights into training and world-class trainers. The aim was to give everyone access to this exclusive experience, and create a new product from it. Our strategy was to combine Nike’s expertise in motivation and sports science with the Kinect sensing technology to create a democratised service where everyone can receive the same top-tier training as elite athletes. The title drew users from the Xbox install base and inspired existing Nike+ members, giving them new ways to reach their fitness goals. Creative Execution Our mission was to create a truly authentic training experience, the closest thing possible to working out at Nike with their master trainers. The title is packed with innovations such as live video training with friends and the 90 day reward schedule, which are based on insights gleaned from trainers in how to motivate and guide athletes. This was then delivered through an experience that brings Nike to life. We crafted the environments down to the blades of grass and floorboards to feel authentic, and modelled the trainers’ movements and used their real voices and words of encouragement. Creative Solution to the Brief/Objective. Nike+ Kinect Training is designed to provide the world’s best personal trainer, in your home, for less than the cost of a single personal training session. Nike+ Kinect Training became the #1 selling Kinect title of holiday 2012, cementing it as the pinnacle fitness title on the world’s most successful console. Results Nike+ Kinect Training became the #1 selling Kinect title of holiday 2012. On Amazon it maintains a rating of 4½ stars. Consumer reviews included quotes such as “I bought this game and cancelled my gym membership.” “More immersive than any other fitness game.” ESPN "Nike+ Kinect Training is as good as a real trainer and costs less than 1hr's lesson." Chris Anderson, Former Editor-in-chief of Wired Magazine “Keeping fit has never been this cool or addictive.” Men’s Health “The best exercise game yet.” Fast Company