PHARRELL WILLIAMS - 24 HOURS OF HAPPY|短视频,APP|广告营销案例【ADGuider广告指南】

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法瑞尔 · 威廉姆斯-24 小时快乐

案例简介：创意执行: 超过 15 天的拍摄和 2 个月的日夜后期制作、设计和开发。使用的主要技术: HTML5 、 Youtube HTML 5 播放器、 php 我们必须解决的主要问题是根据 Youtube 上托管的 24 小时电影制作流畅的用户体验。我们最终使用了一个包含 3 个 8h 视频的播放列表，并花了很多时间在窃听的 html 5 youtube 播放器上! 该项目与 iPad 兼容。对我们来说非常重要的一点是，无论你在 24 小时内走到哪里，音乐都不会停止。这次行动取得了巨大成功: -在体验推出后，单曲的销量激增了 14,000% -在线体验是有史以来最大的热门之一，访问量接近 1000万 -世界各地的人们都觉得和法瑞尔有联系，并做了大量的重拍 -联合国下令从现在起 3月20日将是幸福日，法瑞尔将是赞助商。但最重要的是，整个世界都更快乐一点。法瑞尔 · 威廉姆斯以与《蠢朋克》和《罗宾 · 西克》的合作而闻名，但是他为电影《卑鄙的我》创作的独唱《快乐》的销售并没有达到预期。目标是倍数: -推动单曲的销售 -通过创造一种数字体验与粉丝联系 -让世界更快乐我们的洞察力很简单: 每个人都没有幸福的权利; 让我们给他们表达自己所需的一点推动。我们想创造一个内容，让观众能够立即与 300 的日常生活联系起来 -- 人们到处都有这些简单而快乐的舞蹈。

法瑞尔 · 威廉姆斯-24 小时快乐

案例简介：Creative Execution: More than 15 days of shoot and 2 month of day and night postproduction,design and development. Main technologies used: HTML5, Youtube HTML 5 player, php The main issue we had to solve was to make a fluid user experience based on a 24 hours movie hosted on Youtube. We finally used a playlist of 3 8h videos and spent a lot of time working on the bugged html 5 youtube player! The project is iPad compatible. Something that was really important for us as well was that wherever you go into the 24 hours, the music would never stop. The operation was a huge success: - The sales of the single exploded by 14,000% after the experience was launch - The online experience is one of the biggest hit of all time with close to 10 million visits - People all around the world felt connected to Pharrell and did a massive amount of remakes - The UN decreed that March 20th will from now on be the Happiness day, and that Pharrell will be the sponsor. But most of all, the whole world was a little bit happier. Pharrell Williams was well known for his collaboration with the Daft Punk and Robin Thicke, but the sales of his solo single HAPPY composed for the film Despicable Me 2 did not reach the expectations. The objectives were multiples: - Push the sells of the single - Connect with the fans by creating a one of kind digital experience - Make the world a happier place Our insight was simple: everybody is untitled to happiness; let's give them the little push they need to express themselves. We wanted to create a content that would allow the audience to immediately relate to the 300 everyday-people having these simple and happy dances everywhere.