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黑黑客
案例简介：战略 揭示使命召唤: 黑色行动 3, activision 想特别针对每天仍在玩 Black Ops 2 的数百万玩家，这种方式是游戏体验中独有的，会立即吸引他们的注意力。他们希望以一种创新的方式利用技术来推动广泛的猜测，并找到一个平台来戏弄游戏丰富故事的元素,比如精神控制和人类改造。 snapchat 的爆炸性增长与使命召唤的核心目标演示 18-34 岁及其短暂的性质，使其成为秘密取笑内容的理想平台，可以发挥神秘的性质黑色行动。 活动描述 随着数百万玩家仍然每天积极玩黑色行动 2，我们知道只有一种方法可以真正震惊和吸引他们的注意力: 在他们所在的地方打他们…… 通过入侵游戏本身。我们将通过在 Black Ops 2 在线多人游戏地图中创建一个 “黑客” 的外观来执行有史以来第一次与 Snapchat 的游戏集成。然后，我们将利用 Snapchat 发布内容，让粉丝在发布之前猜测 Black Ops 3。 结果 结果是爆炸性的。成千上万的粉丝关注着《使命召唤》的 Snapchat 账户，与取笑内容产生了 600万的互动。在 Youtube 上又有 5000万的浏览量，粉丝把所有的预告内容都拆开。在短短 5 天内，该活动产生了超过 13亿的印象和 700,000 的社交提及，使其成为有史以来最大的使命召唤。Black Ops 3 在第一个周末的销售额超过 50 亿美元，成为 2015年最大的娱乐产品。 概要 动视的《使命召唤》系列一直在娱乐领域推出一些最大的产品，最近的一期是《使命召唤》: 2014年，高级战争的销售额超过了所有其他电子游戏，超过 10亿美元。但是随着今年的分期付款，黑色行动子系列的延续，动视面临着一个独特的挑战: 数百万玩家仍然积极玩 2012 年的使命召唤: 黑色行动 2 每天在线。介绍黑色行动 3, 动视的任务是开发一种活动，以一种完全出乎意料的方式让这些玩家对续集产生特别的兴奋，这将震惊基础并回响大众。他们希望以一种创新的方式利用和整合移动和社交技术，这可能会引发广泛的猜测，并提供一个平台来梳理游戏故事的元素。 执行 Snapchat Snapcodes 伪装成标准游戏更新的一部分，被谨慎地嵌入到游戏中，隐藏在游戏地图的不同位置。发现 Snapcodes 并使用 Snapchat 应用程序扫描这些图像的玩家将直接被带到一个值班账户，那里关于黑色行动 3 的第一个线索正在等待解码。在部署的几个小时内，这些代码被发现，消息像野火一样传播。成千上万的粉丝开始抢购 Snapcode，并蜂拥到使命召唤的 Snapchat 账户，看看接下来会发生什么。没过多久，整个使命召唤社区就开始讨论这个发现以及它可能意味着什么。
黑黑客
案例简介：Strategy To reveal Call of Duty: Black Ops 3, Activision wanted to specifically target the millions of gamers still playing Black Ops 2 each day in a way that was native to the game experience and would immediately grab their attention. They wanted to leverage technology in an innovative way that could drive widespread speculation and find a platform to tease elements of the game’s rich story, such as mind control and human modification.Snapchat’s explosive growth with Call of Duty's core target demo of 18-34 year-olds and its ephemeral nature made it an ideal platform for clandestine tease content that could play off of the secretive nature of Black Ops. Campaign Description With millions of players still actively playing Black Ops 2 each day, we knew there was only one way to truly shock and grab their attention: hit them right where they were… by hacking into the game itself. We would execute the first ever in-game integration with Snapchat by creating the appearance of a “hack” into the Black Ops 2 online multiplayer maps. We would then leverage Snapchat to release content to get fans speculating about Black Ops 3 ahead of its announcement. Outcome The results were explosive. Hundreds of thousands of fans followed the Call of Duty Snapchat account, generating 6 million engagements with the tease content. An additional 50 million views took place on Youtube, driven by fans picking apart every frame of teaser content. In just 5 days, the campaign generated over 1.3 billion earned impressions and 700,000 social mentions, making it the biggest Call of Duty reveal ever. Black Ops 3 went on to become the biggest entertainment launch of 2015 with over half a billion dollars in sales in its opening weekend. Synopsis Activision’s Call of Duty series has consistently delivered some of the biggest launches in entertainment, with the most recent installment, Call of Duty: Advanced Warfare outselling all other video games in 2014 with over $1 billion in sales. But with this year's installment, a continuation of the Black Ops sub-franchise, Activision faced a unique challenge: millions of gamers still actively play 2012's Call of Duty: Black Ops 2 online each day. To introduce Black Ops 3, Activision tasked us with developing a campaign that would specifically excite these players with first hints about the sequel in a completely unexpected way that would shock the base and reverberate to the masses. They wanted to leverage and integrate mobile & social technologies in an innovative way that could drive widespread speculation and offer a platform to tease elements of the game’s story. Execution Disguised as part of a standard game update, Snapchat Snapcodes were discreetly embedded into the game, hidden in various locations in the game maps. Players who found the Snapcodes and scanned these images with the Snapchat app would be taken directly to a Call of Duty account where the first clues about Black Ops 3 were waiting to be decoded.Within hours of deployment, these codes were discovered and word spread like wildfire. Thousands of fans began snapping the Snapcode and flocking to Call of Duty’s Snapchat account to see what would happen next. It wasn't long before the entire Call of Duty community was buzzing about the discovery and what it could mean.
Hack In Black
案例简介：战略 揭示使命召唤: 黑色行动 3, activision 想特别针对每天仍在玩 Black Ops 2 的数百万玩家，这种方式是游戏体验中独有的，会立即吸引他们的注意力。他们希望以一种创新的方式利用技术来推动广泛的猜测，并找到一个平台来戏弄游戏丰富故事的元素,比如精神控制和人类改造。 snapchat 的爆炸性增长与使命召唤的核心目标演示 18-34 岁及其短暂的性质，使其成为秘密取笑内容的理想平台，可以发挥神秘的性质黑色行动。 活动描述 随着数百万玩家仍然每天积极玩黑色行动 2，我们知道只有一种方法可以真正震惊和吸引他们的注意力: 在他们所在的地方打他们…… 通过入侵游戏本身。我们将通过在 Black Ops 2 在线多人游戏地图中创建一个 “黑客” 的外观来执行有史以来第一次与 Snapchat 的游戏集成。然后，我们将利用 Snapchat 发布内容，让粉丝在发布之前猜测 Black Ops 3。 结果 结果是爆炸性的。成千上万的粉丝关注着《使命召唤》的 Snapchat 账户，与取笑内容产生了 600万的互动。在 Youtube 上又有 5000万的浏览量，粉丝把所有的预告内容都拆开。在短短 5 天内，该活动产生了超过 13亿的印象和 700,000 的社交提及，使其成为有史以来最大的使命召唤。Black Ops 3 在第一个周末的销售额超过 50 亿美元，成为 2015年最大的娱乐产品。 概要 动视的《使命召唤》系列一直在娱乐领域推出一些最大的产品，最近的一期是《使命召唤》: 2014年，高级战争的销售额超过了所有其他电子游戏，超过 10亿美元。但是随着今年的分期付款，黑色行动子系列的延续，动视面临着一个独特的挑战: 数百万玩家仍然积极玩 2012 年的使命召唤: 黑色行动 2 每天在线。介绍黑色行动 3, 动视的任务是开发一种活动，以一种完全出乎意料的方式让这些玩家对续集产生特别的兴奋，这将震惊基础并回响大众。他们希望以一种创新的方式利用和整合移动和社交技术，这可能会引发广泛的猜测，并提供一个平台来梳理游戏故事的元素。 执行 Snapchat Snapcodes 伪装成标准游戏更新的一部分，被谨慎地嵌入到游戏中，隐藏在游戏地图的不同位置。发现 Snapcodes 并使用 Snapchat 应用程序扫描这些图像的玩家将直接被带到一个值班账户，那里关于黑色行动 3 的第一个线索正在等待解码。在部署的几个小时内，这些代码被发现，消息像野火一样传播。成千上万的粉丝开始抢购 Snapcode，并蜂拥到使命召唤的 Snapchat 账户，看看接下来会发生什么。没过多久，整个使命召唤社区就开始讨论这个发现以及它可能意味着什么。
Hack In Black
案例简介：Strategy To reveal Call of Duty: Black Ops 3, Activision wanted to specifically target the millions of gamers still playing Black Ops 2 each day in a way that was native to the game experience and would immediately grab their attention. They wanted to leverage technology in an innovative way that could drive widespread speculation and find a platform to tease elements of the game’s rich story, such as mind control and human modification.Snapchat’s explosive growth with Call of Duty's core target demo of 18-34 year-olds and its ephemeral nature made it an ideal platform for clandestine tease content that could play off of the secretive nature of Black Ops. Campaign Description With millions of players still actively playing Black Ops 2 each day, we knew there was only one way to truly shock and grab their attention: hit them right where they were… by hacking into the game itself. We would execute the first ever in-game integration with Snapchat by creating the appearance of a “hack” into the Black Ops 2 online multiplayer maps. We would then leverage Snapchat to release content to get fans speculating about Black Ops 3 ahead of its announcement. Outcome The results were explosive. Hundreds of thousands of fans followed the Call of Duty Snapchat account, generating 6 million engagements with the tease content. An additional 50 million views took place on Youtube, driven by fans picking apart every frame of teaser content. In just 5 days, the campaign generated over 1.3 billion earned impressions and 700,000 social mentions, making it the biggest Call of Duty reveal ever. Black Ops 3 went on to become the biggest entertainment launch of 2015 with over half a billion dollars in sales in its opening weekend. Synopsis Activision’s Call of Duty series has consistently delivered some of the biggest launches in entertainment, with the most recent installment, Call of Duty: Advanced Warfare outselling all other video games in 2014 with over $1 billion in sales. But with this year's installment, a continuation of the Black Ops sub-franchise, Activision faced a unique challenge: millions of gamers still actively play 2012's Call of Duty: Black Ops 2 online each day. To introduce Black Ops 3, Activision tasked us with developing a campaign that would specifically excite these players with first hints about the sequel in a completely unexpected way that would shock the base and reverberate to the masses. They wanted to leverage and integrate mobile & social technologies in an innovative way that could drive widespread speculation and offer a platform to tease elements of the game’s story. Execution Disguised as part of a standard game update, Snapchat Snapcodes were discreetly embedded into the game, hidden in various locations in the game maps. Players who found the Snapcodes and scanned these images with the Snapchat app would be taken directly to a Call of Duty account where the first clues about Black Ops 3 were waiting to be decoded.Within hours of deployment, these codes were discovered and word spread like wildfire. Thousands of fans began snapping the Snapcode and flocking to Call of Duty’s Snapchat account to see what would happen next. It wasn't long before the entire Call of Duty community was buzzing about the discovery and what it could mean.
黑黑客
暂无简介
Hack In Black
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基本信息
- 广告战役： #Activision-网络-6642#
- 广告品牌： Activision
- 发布日期： 2000
- 行业领域： 互联网服务 , 游戏
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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