Autodance|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

Autodance

案例简介：描述活动/条目由于 Autodance 是一个全球发行版，没有具体的国家情况适用。结果 Just Dance 是一款有趣的舞蹈游戏系列，任何人都可以选择和玩。然而，到目前为止，十几岁的女孩占据了观众的主导地位。在欧洲和澳大利亚推出 Just Dance 3，我们的简报是将观众扩大到那些通常不会玩舞蹈游戏的人。为了做到这一点，我们想释放每个人的舞者，并证明任何人都可以跳舞。我们的答案是 Autodance，让任何人跳舞的应用程序。只需录制 4 个朋友移动的短片，Autodance 就会将他们的动作同步到游戏中选择的轨道上，以创建一个品牌舞蹈视频。然后，视频可以直接分享到 Facebook 或 Autodance YouTube 频道。Autodance 不仅仅是一个有趣的应用程序。这是一个有趣的工具，让人们为我们制作和分享我们的广告。每个用户生成的视频都充当了 Just Dance 3 的广告，并以我们的标语 “任何人都可以跳舞” 以及游戏的结束卡为特色。该应用程序的播种是通过 Just Dance Facebook 粉丝页面开始的。然后，我们让生态系统 (应用商店顶级列表、 YouTube 频道和 Facebook 帖子) 完成其余的工作。没有媒体支出，Autodance 向数百万新观众展示了舞蹈。在圣诞节 2011，Just Dance 3 成为欧洲最畅销的视频游戏。自 2011年10月 Autodance 发布以来的结果: 应用程序下载了 4.2 用户生成的视频: 19 万视频浏览量 (电话): 56 万视频总份额 (Facebook 和 YouTube): 1.6 Facebook “喜欢”: 2.5 Facebook 评论: 1.6 向 YouTube 频道提交视频: 450,000 (110,000 公开) 应用商店:15 个国家的第一音乐应用 10 个国家的前 10 名 (总体) 应用程序应用商店评论: 2647 平均分: 4/5

Autodance

案例简介：Describe the campaign/entry As Autodance was a global release, no specific country situation applies. Results Just Dance is the fun, dance game series that anyone can pick up and play. However, until now, teenage girls have dominated the audience. For the launch of Just Dance 3, in Europe and Australia, our brief was to expand the audience to those who wouldn’t usually play dance games. To do this, we wanted unleash the dancer in everyone, and prove that anyone can Just Dance. Our answer was Autodance, the app that makes anyone dance. Simply record 4 short clips of a friend moving, and Autodance will sync their movements to a choice of tracks from the game to create a branded dance video. The video can then be shared directly to Facebook or the Autodance YouTube channel. Autodance is more than a fun app. It’s a fun tool to get people to make and share our ads for us. Each user-generated video acts as an advert for Just Dance 3, and features our tagline ‘Anyone can Just Dance’, along with an end card for the game. Seeding of the app was kicked off via the Just Dance Facebook fan page. We then let the ecosystem (App Store top lists, YouTube channel, and Facebook posts) do the rest. With no media spend, Autodance exposed Just Dance 3 to a new audience of millions. And over Christmas 2011, Just Dance 3 became the best-selling video game in Europe. Results since the release of Autodance, Oct 2011: App downloads 4.2m User-generated videos: 19m Video views (in phone): 56m Total video shares (Facebook and YouTube): 1.6m Facebook ‘Likes’: 2.5m Facebook comments: 1.6m Submitted videos to YouTube Channel: 450,000 (110,000 made public) App Store: No.1 music app in 15 countries Top 10 (overall) app in 10 countries App store reviews: 2647 Average score: 4/5