FLASH DRIVING GAME|短视频|广告营销案例【ADGuider广告指南】

闪光驾驶游戏

案例简介：结果这场运动已经从一个安全信息 (目标不感兴趣) 变成了目标特别寻求的通信。 17,144 播放了 3 分钟以上 • 8,942 喜欢 418,928 故事流像 “结束” 这样的评论让我毛骨悚然。鸡皮疙瘩 ”。与之前成功的数字活动相比，闪存获得了 37% 的直接参与。与 17,000 多名超速行驶的年轻人接触过，如果我们只救了 1 人的命，那么这场运动是值得的。在过去的 5 年里，闪存造成了新西兰平均速度的最大下降，超过限速的车辆下降了 6%。创意执行我们在游戏中创造了个人死亡体验，以改变年轻人看待超速的方式。我们向他们展示了真正的后果，而不是 200 kmp/h 正面碰撞导致的 “3 秒的单圈时间”。我们推出了一个在线赛车游戏 “闪光”。玩家通过看到他们的生活在他们的眼前闪烁，当他们超速行驶的车祸时，体验他们自己的死亡。在玩之前，他们授权 Facebook 访问。然后，当汽车不可避免地在他们周围滚动和破碎时，他们会看到他们个人 Facebook 画廊的照片 -- 他们朋友和家人的照片。令人难以置信的技术使用使信息令人惊讶，个人和强大。 FLASH 的推出需要具备游戏类别的特征，而不是道路安全。因此，FLASH 通过游戏网站推广，植入游戏博客，在青年电视上播放视频预告片，并在游戏配乐作曲家 “模块” 的现场配音现场演出。新西兰所有与速度相关的撞车事故中，年轻人占了一半以上。虚张声势敢于让他们开得更快，他们相信自己是无敌的 -- 道路死亡永远不会发生在他们身上。他们喜欢快速驾驶，因此很难改变这种行为。新西兰运输机构努力向这些不感兴趣和不接受的观众加强安全驾驶信息。但是每年他们都不听。挑战是找到一种新的方式来传递明智的驾驶信息 -- 让他们停下来思考不可想象的事情。目标是狂热的玩家。在游戏的世界里，他们加速，崩溃，死亡，重新开始。死亡是由最新的 “大 turismo” 和 “战争之神” 分类的。我们的策略是把我们的目标放在虚拟驾驶座位上，让他们体验自己因超速而死亡的情绪。

闪光驾驶游戏

案例简介：Results The campaign has gone from a safety message (of no interest to the target) into communications that the target specifically seeks out. • 17,144 played for 3+ minutes • 8,942 Likes • 418,928 story streams • Comments such as "The 'ending' creeped me out. Goosebumps". FLASH achieved 37% more direct engagement compared to a previous successful digital campaign. Having engaged with over 17,000 speeding youths if we have saved the life of just 1 then this campaign is worthwhile. FLASH contributed the largest reduction in NZ average speed in the last 5 years, and vehicles exceeding the speed limit decreasing by 6%. Creative Execution We have created a personal death experience in-game to change the way that young men think about speeding. Instead of a 200 kmp/h head-on collision resulting in just '3-seconds off lap time' we show them the real consequences. We launched an online racing game 'FLASH'. Players experience their own death by seeing their life flash before their eyes when their speeding car crashes. Before playing, they authorise Facebook access. Then, as the car inevitably rolls and shatters around them, they see photos from their personal Facebook gallery - images of their friends and family. Incredible use of technology makes the message surprising, personal and powerful. The launch of FLASH needed to take on the characteristics of the gaming category, not road safety. So FLASH was promoted via gaming sites, seeded into gaming blogs, video trailers aired on Youth TV and at live Dub-Step gigs of the game soundtrack composer 'Module'. Young men account for over half of all speed related crashes in New Zealand (NZ). Bravado dares them to drive faster and they believe themselves invincible - road death will never happen to them. They enjoy driving fast, thus making it a difficult behaviour to change. The NZ Transport Agency endeavour to reinforce a safe driving message to this uninterested and unreceptive audience. But every year they don't listen. The challenge was to find a new way to deliver a sensible driving message - to make them stop and think the unthinkable. The target are avid gamers. In the world of gaming, they speed, they crash, they die and they start all over again. Death is commoditised by the latest 'Gran Turismo' and 'Gods of War'. Our strategy was to put our target in the virtual driving seat and have them experience the emotion of their own death as a result of their speeding.