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建造者
案例简介：概要 随着《部落冲突》 (Clash of Clans) 临近5岁生日，开发人员Supercell提出了一个存在的问题: 这么多年后，您如何保持火花的活力？Supercell承受着不断的压力，要求玩家参与竞争激烈，快速发展的市场。(每天有超过500款新的手机游戏提交到iOS商店。)五年后，球迷们抱怨这场比赛感觉很陈旧。为了重新激发玩家对Clash的热情，Supercell需要做的不仅仅是一段生动的回顾视频。他们需要一个能让游戏重新焕发新意的故事。用游戏的主要开发者的话来说，“我们永远不会希望人们认为游戏的最佳日子已经过去了。” 战略 如果我们可以改变玩家对建造者的感觉，我们可以改变他们对游戏的感觉。冲突围绕着庆祝破坏而不是建筑。为了将玩家的注意力转移到建造者身上，我们需要一起从游戏中删除。如果建筑商找到了一个最终可以成为英雄的地方怎么办？如果建造者离开冲突一个月加入我们的世界怎么办？他的创作可以是真实的，需要的和欣赏的，而社交媒体可以将他与玩家联系起来？与游戏团队并肩工作，我们设计了一个长达一个月的故事，其中包括帐篷时刻，以提高大众意识，并为过度参与的粉丝提供持续的每日节拍。我们将在两个关键渠道之间同步讲故事: 游戏中实时展开的活动以及围绕建造者冒险的交互式游戏外内容。为了最大程度地减少对付费媒体的需求，我们会在游戏中向粉丝发送游戏外的内容，反之亦然。 相关性 我们从来没有一个英雄离开他们的虚拟世界，真正生活在我们中间。部落冲突认识到我们终于有了技术和媒体来实现这一目标。Instagram、YouTube、LinkedIn、AR和Reddit等平台正在挑战活着、真实和最需要的意味着什么。我们利用这种媒体洞察力重新点燃了一场比赛。 结果 讲故事是伟大游戏最基本的魔力。它将游戏代码转化为感觉，使胜利更加甜蜜，损失更加惨重。建造者的旅程使用了不可思议的魔力: 5600万登录参加。游戏事件的参与度高于平均水平 (80% 对48%)。粉丝们甚至可以为他们的村庄购买一座永久的建筑雕像…。350,000玩家为此高兴地涌现。游戏外，在YouTube上没有付费媒体的情况下，我们捕获了1.87亿的观看次数。@ ClashofClans Instagram追随者增长了600万 (+ 15%)，帖子吸引了600万人喜欢。几乎有30,000打电话给建筑商热线或在LinkedIn上与他结为朋友。作为Facebook有史以来第一个AR合作伙伴之一，我们通过创建400万AR视频或照片来淘汰基准。体验式网站吸引了500,000多名游客，40个媒体提及获得了7200万的印象。而且建筑商的故事还没有结束-新的篇章已经在创作中。 执行 在游戏中，玩家发现建造者的小屋被遗弃，一个标志将他们带到我们在YouTube上的视频。粉丝们传播这个词，使它成为热门视频的第一名。然后，建筑商在游戏内外分享了他的旅程。其他角色介入了建造者的工作，为玩家提供了很多有趣的复活节彩蛋。游戏外，建造者接管了 @ ClashofClans Instagram，因此玩家可以跟踪他的冒险经历: 每天发布，接受粉丝的旅行建议，揭示了将游戏世界元素与现实世界目的融合在一起的令人惊讶的结构 (特斯拉塔可以为手机充电，在海滩上清爽的水上大炮，在世界各地的城市街道上清风车。他还在LinkedIn和Craigslist上提供服务，满足要求并完成一些零工。然后，他进入了Facebook的AR平台，使粉丝有机会接受采访，成为建造者。 运动描述 与Supercell的数据科学家合作，我们了解到，在5年中，玩家集体摧毁了1000亿市政厅，4330亿弓箭手塔和4万亿墙。我们意识到，在所有破坏的背后，是一个从未讲述过的故事。一个关于重建一切的不太可能的英雄: 谦虚，勤奋的建造者。玩家让建筑商24/7在他们的村庄工作，但他是一个被忽视和被低估的角色。在超过5年的建筑、破坏、重建和再破坏中，建筑商没有得到任何荣耀，也没有得到所有的水泡。建筑商不仅是我们讲故事的新面孔，他还代表了我们球员在村庄中投入的所有时间，精力和精力。使他成为帮助玩家重新发现对冲突的热情的完美象征。
建造者
案例简介：Synopsis As Clash of Clans approached its 5th birthday, developer Supercell wrestled with an existential question: How do you keep the spark alive after so many years? Supercell is under constant pressure to keep players engaged in a fiercely competitive, fast-moving market. (Over 500 new mobile games are submitted to the iOS store everyday.) And after five years, fans were complaining that the game felt stale. To renew players passion for Clash, Supercell needed to do more than a sappy retrospective video. They needed a story that would make the game feel new again. In the words of the game’s lead developer, “We’d never want people to think the game’s best days were behind it.” Strategy If we could change how players felt about the Builder, we could change how they felt about the game. Clash revolved around celebrating destruction, not building. To bring players’ attention to the Builder, we would need to remove from the game all together. What if the Builder found a place where he could finally be the hero? What if for one month the Builder left Clash to join our world? Where his creations could be real, needed and appreciated, and social media could connect him to players? Working side-by-side with the game team, we designed a month-long story with tentpole moments for mass awareness and sustained daily beats for hyper-involved fans. We’d synchronize our storytelling between two key channels: activities unfolding live in-game, and interactive out-of-game content revolving around the Builder’s adventure. To minimize our need for paid media, we would send fans in-game to content out-of-game and vice versa. Relevancy We’ve never had a hero leave their virtual world and really live amongst us. Clash of Clans recognized that we finally have the technology and media to make this happen. Platforms like Instagram, YouTube, LinkedIn, AR, and Reddit are challenging what it means to be alive, real, and most of all needed. We used this media insight to reignite a game. Outcome Storytelling is the most essential magic of a great game. It transforms game code into feeling, making the wins sweeter and the losses more devastating. The Builder’s journey used that magic to incredible ends: 56 million logged in to participate. Game events saw above average participation (80% versus 48%). Fans could even purchase a permanent Builder statue for their village…. 350,000 players happily sprung for it. Out-of-game, with no paid media on YouTube we captured 187 million views. The @ClashofClans Instagram following grew by 600k (+15%) and posts drew over 6 millions likes. Nearly 30,000 called the Builder’s hotline or friended him on LinkedIn. As one of Facebook’s first-ever AR partners, we blew-out the benchmarks with 4 million AR videos or photos created. Experiential sites attracted 500,000+ visitors, and 40 media mentions garnered 72 million impressions. And the Builder’s story isn’t over—a new chapter’s already in the works. Execution In the game, players discovered the Builder’s hut was abandoned and a sign led them to our video on YouTube. Fans spread the word making the it the #1 trending video. The Builder then shared his journey both inside and outside the game. Other characters stepped in to do the builder's job, giving players lots of funny Easter eggs to encounter. Out-of-game, the Builder took over the @ClashofClans Instagram, so players could track his adventures as he: posted daily, taking travel suggestions from fans, revealed surprise structures that blended game world elements with real world purpose (Tesla Towers that could charge phones, refreshing water canons on beaches, windsweepers to cool off in city streets) around the world. He also offered services on LinkedIn and Craigslist, fielding requests and fulfilling a few odd jobs. Then he traveled into Facebook’s AR platform, giving fans an opportunity to interview to be the Builder. CampaignDescription Working with Supercell’s data scientist, we learned that in 5 years, players had collectively destroyed 100 billion town halls, 433 billion archer towers and 4 trillion walls. We realized that behind all that destruction, was a story never told before. One about an unlikely hero who rebuilt it all: the humble, hard working Builder. Players kept the Builder working away on their villages 24/7, but he was an overlooked and underappreciated character. In over 5 years of building, destroying, rebuilding and re-destroying, the Builder had received none of the glory, and all of the blisters. The Builder wasn’t just a fresh face to our storytelling, he represented all of the time, effort and care our players had invested in their villages. Making him the perfect symbol to help players’ rediscover their passion for Clash.
The Builder
案例简介：概要 随着《部落冲突》 (Clash of Clans) 临近5岁生日，开发人员Supercell提出了一个存在的问题: 这么多年后，您如何保持火花的活力？Supercell承受着不断的压力，要求玩家参与竞争激烈，快速发展的市场。(每天有超过500款新的手机游戏提交到iOS商店。)五年后，球迷们抱怨这场比赛感觉很陈旧。为了重新激发玩家对Clash的热情，Supercell需要做的不仅仅是一段生动的回顾视频。他们需要一个能让游戏重新焕发新意的故事。用游戏的主要开发者的话来说，“我们永远不会希望人们认为游戏的最佳日子已经过去了。” 战略 如果我们可以改变玩家对建造者的感觉，我们可以改变他们对游戏的感觉。冲突围绕着庆祝破坏而不是建筑。为了将玩家的注意力转移到建造者身上，我们需要一起从游戏中删除。如果建筑商找到了一个最终可以成为英雄的地方怎么办？如果建造者离开冲突一个月加入我们的世界怎么办？他的创作可以是真实的，需要的和欣赏的，而社交媒体可以将他与玩家联系起来？与游戏团队并肩工作，我们设计了一个长达一个月的故事，其中包括帐篷时刻，以提高大众意识，并为过度参与的粉丝提供持续的每日节拍。我们将在两个关键渠道之间同步讲故事: 游戏中实时展开的活动以及围绕建造者冒险的交互式游戏外内容。为了最大程度地减少对付费媒体的需求，我们会在游戏中向粉丝发送游戏外的内容，反之亦然。 相关性 我们从来没有一个英雄离开他们的虚拟世界，真正生活在我们中间。部落冲突认识到我们终于有了技术和媒体来实现这一目标。Instagram、YouTube、LinkedIn、AR和Reddit等平台正在挑战活着、真实和最需要的意味着什么。我们利用这种媒体洞察力重新点燃了一场比赛。 结果 讲故事是伟大游戏最基本的魔力。它将游戏代码转化为感觉，使胜利更加甜蜜，损失更加惨重。建造者的旅程使用了不可思议的魔力: 5600万登录参加。游戏事件的参与度高于平均水平 (80% 对48%)。粉丝们甚至可以为他们的村庄购买一座永久的建筑雕像…。350,000玩家为此高兴地涌现。游戏外，在YouTube上没有付费媒体的情况下，我们捕获了1.87亿的观看次数。@ ClashofClans Instagram追随者增长了600万 (+ 15%)，帖子吸引了600万人喜欢。几乎有30,000打电话给建筑商热线或在LinkedIn上与他结为朋友。作为Facebook有史以来第一个AR合作伙伴之一，我们通过创建400万AR视频或照片来淘汰基准。体验式网站吸引了500,000多名游客，40个媒体提及获得了7200万的印象。而且建筑商的故事还没有结束-新的篇章已经在创作中。 执行 在游戏中，玩家发现建造者的小屋被遗弃，一个标志将他们带到我们在YouTube上的视频。粉丝们传播这个词，使它成为热门视频的第一名。然后，建筑商在游戏内外分享了他的旅程。其他角色介入了建造者的工作，为玩家提供了很多有趣的复活节彩蛋。游戏外，建造者接管了 @ ClashofClans Instagram，因此玩家可以跟踪他的冒险经历: 每天发布，接受粉丝的旅行建议，揭示了将游戏世界元素与现实世界目的融合在一起的令人惊讶的结构 (特斯拉塔可以为手机充电，在海滩上清爽的水上大炮，在世界各地的城市街道上清风车。他还在LinkedIn和Craigslist上提供服务，满足要求并完成一些零工。然后，他进入了Facebook的AR平台，使粉丝有机会接受采访，成为建造者。 运动描述 与Supercell的数据科学家合作，我们了解到，在5年中，玩家集体摧毁了1000亿市政厅，4330亿弓箭手塔和4万亿墙。我们意识到，在所有破坏的背后，是一个从未讲述过的故事。一个关于重建一切的不太可能的英雄: 谦虚，勤奋的建造者。玩家让建筑商24/7在他们的村庄工作，但他是一个被忽视和被低估的角色。在超过5年的建筑、破坏、重建和再破坏中，建筑商没有得到任何荣耀，也没有得到所有的水泡。建筑商不仅是我们讲故事的新面孔，他还代表了我们球员在村庄中投入的所有时间，精力和精力。使他成为帮助玩家重新发现对冲突的热情的完美象征。
The Builder
案例简介：Synopsis As Clash of Clans approached its 5th birthday, developer Supercell wrestled with an existential question: How do you keep the spark alive after so many years? Supercell is under constant pressure to keep players engaged in a fiercely competitive, fast-moving market. (Over 500 new mobile games are submitted to the iOS store everyday.) And after five years, fans were complaining that the game felt stale. To renew players passion for Clash, Supercell needed to do more than a sappy retrospective video. They needed a story that would make the game feel new again. In the words of the game’s lead developer, “We’d never want people to think the game’s best days were behind it.” Strategy If we could change how players felt about the Builder, we could change how they felt about the game. Clash revolved around celebrating destruction, not building. To bring players’ attention to the Builder, we would need to remove from the game all together. What if the Builder found a place where he could finally be the hero? What if for one month the Builder left Clash to join our world? Where his creations could be real, needed and appreciated, and social media could connect him to players? Working side-by-side with the game team, we designed a month-long story with tentpole moments for mass awareness and sustained daily beats for hyper-involved fans. We’d synchronize our storytelling between two key channels: activities unfolding live in-game, and interactive out-of-game content revolving around the Builder’s adventure. To minimize our need for paid media, we would send fans in-game to content out-of-game and vice versa. Relevancy We’ve never had a hero leave their virtual world and really live amongst us. Clash of Clans recognized that we finally have the technology and media to make this happen. Platforms like Instagram, YouTube, LinkedIn, AR, and Reddit are challenging what it means to be alive, real, and most of all needed. We used this media insight to reignite a game. Outcome Storytelling is the most essential magic of a great game. It transforms game code into feeling, making the wins sweeter and the losses more devastating. The Builder’s journey used that magic to incredible ends: 56 million logged in to participate. Game events saw above average participation (80% versus 48%). Fans could even purchase a permanent Builder statue for their village…. 350,000 players happily sprung for it. Out-of-game, with no paid media on YouTube we captured 187 million views. The @ClashofClans Instagram following grew by 600k (+15%) and posts drew over 6 millions likes. Nearly 30,000 called the Builder’s hotline or friended him on LinkedIn. As one of Facebook’s first-ever AR partners, we blew-out the benchmarks with 4 million AR videos or photos created. Experiential sites attracted 500,000+ visitors, and 40 media mentions garnered 72 million impressions. And the Builder’s story isn’t over—a new chapter’s already in the works. Execution In the game, players discovered the Builder’s hut was abandoned and a sign led them to our video on YouTube. Fans spread the word making the it the #1 trending video. The Builder then shared his journey both inside and outside the game. Other characters stepped in to do the builder's job, giving players lots of funny Easter eggs to encounter. Out-of-game, the Builder took over the @ClashofClans Instagram, so players could track his adventures as he: posted daily, taking travel suggestions from fans, revealed surprise structures that blended game world elements with real world purpose (Tesla Towers that could charge phones, refreshing water canons on beaches, windsweepers to cool off in city streets) around the world. He also offered services on LinkedIn and Craigslist, fielding requests and fulfilling a few odd jobs. Then he traveled into Facebook’s AR platform, giving fans an opportunity to interview to be the Builder. CampaignDescription Working with Supercell’s data scientist, we learned that in 5 years, players had collectively destroyed 100 billion town halls, 433 billion archer towers and 4 trillion walls. We realized that behind all that destruction, was a story never told before. One about an unlikely hero who rebuilt it all: the humble, hard working Builder. Players kept the Builder working away on their villages 24/7, but he was an overlooked and underappreciated character. In over 5 years of building, destroying, rebuilding and re-destroying, the Builder had received none of the glory, and all of the blisters. The Builder wasn’t just a fresh face to our storytelling, he represented all of the time, effort and care our players had invested in their villages. Making him the perfect symbol to help players’ rediscover their passion for Clash.
建造者
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The Builder
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基本信息
- 广告战役： #Supercell-网络-4a02#
- 广告品牌： 超级细胞
- 发布日期： 2000
- 行业领域： 玩具 , 玩具/乐器 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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