Ea Sports Madden Giferator: An Art, Copy & Code Project With Google|短视频,动图|广告营销案例【ADGuider广告指南】

Ea Sports Madden Giferator: 谷歌的艺术、复制和代码项目

案例简介：执行 GIFERATOR 生成了由电视上展开的动作触发的动画 gif 的实时流。实时广告是为 32 支 NFL 球队的球迷量身定制的，在第二屏幕设备上，观众已经在寻找他们最喜欢的球队和现场游戏的内容。粉丝们也可以控制 GIFERATOR，并在任何设备上创建自己的 GIFs。凭借其史诗般的规模和有针对性的覆盖范围，GIFERATOR 为实时营销设定了一个新标准，让 Madden 在整个赛季保持相关性。结果 GIFERATOR 迅速渗透到网络文化的每个角落，被粉丝、 NFL 球队和球员，甚至其他品牌大量采用。我们自动实时生成了 2,100 多个 gif，粉丝们用他们自己的 400,000 多个 gif 接管了他们，在网上大量分享 (和重新分享) 它们。超过 160 家媒体涌入，为迅速发展成为年度最大迷因之一的事件火上浇油。Adweek 称该活动为 “2014年最具创新性的数字广告产品之一”，Tumblr 将该活动列为年度最受关注的模因之一。战略尽管 NFL 的收视率比以往任何时候都高，但玩 Madden 的人却比以前少了。为了推出 Madden NFL 15，EA Sports 需要流行的特许经营权来恢复其文化相关性，并与新一代足球球迷联系起来 -- 他们分享了对 NFL 竞争对手的热爱。这些竞争在整个 NFL 赛季都在网上大规模展开，尤其是在 gif 和模因中，这是互联网最喜欢的语言。我们创建了 Madden GIFERATOR，这是一个实时的 NFL GIF 引擎，让球迷们在整个赛季庆祝胜利时刻并激励他们的对手。随着每一场值得吹嘘的 NFL 比赛，GIFERATOR 动态地结合了相关的 Madden 游戏镜头、刺痛的头条新闻和动态统计数据，在对话的高度立即提供值得分享的内容。

Ea Sports Madden Giferator: 谷歌的艺术、复制和代码项目

案例简介：Execution GIFERATOR generated a live stream of animated GIFs triggered by the action unfolding on TV. Real-time ads, tailored to fans of each of the 32 NFL teams, reached audiences on second screen devices where they were already looking for content about their favorite teams and live games. Fans could also take control of the GIFERATOR and create their own GIFs on any device. With its epic scale and targeted reach, GIFERATOR set a new standard for real-time marketing, keeping Madden relevant all season long. Outcome GIFERATOR exploded into every corner of online culture with massive adoption by fans, NFL teams and players, and even other brands. We automatically generated more than 2,100 GIFs in real-time, and fans took over with more than 400,000 GIFs of their own, sharing (and resharing) them massively online. More than 160 media outlets piled in, fanning the flames for what quickly grew to become one of the year’s top memes. Adweek called the campaign “One of the most innovative digital ad products of 2014”, and Tumblr listed the campaign as one of its most reblogged memes of the year. Strategy Fewer people are playing Madden than they once did, despite the fact that NFL ratings are higher than ever. To launch Madden NFL 15, EA Sports needed the popular franchise to regain its cultural relevance and connect with a new generation of football fans—an audience who shares in the love of the NFL’s rivalries. Those rivalries unfold massively online throughout the NFL season, especially in GIFs and memes, a favorite language of the internet.We created Madden GIFERATOR, a real-time NFL GIF engine that let fans celebrate winning moments and zing their rivals throughout the season. With each brag-worthy NFL play, GIFERATOR dynamically combined relevant Madden game footage, stinging headlines, and dynamic stats to instantly deliver share-worthy content at the height of the conversation.