Reinventing the Athlete Tour|短视频|广告营销案例【ADGuider广告指南】

重塑运动员之旅

案例简介：战略通过加入虚拟元素，我们确保这不仅仅是少数人和 KD 在一起，而是一个大规模的事件。数百万球迷可以在任何地方观看这场虚拟战斗，就像他们一样，我们与世界上最大的篮球视频游戏合作,NBA2K 在线。并在中国排名第一的篮球广播公司腾讯 NBA 和最大的社交网络微信上直播，拥有超过 800 百万中国人的用户群。 KD 发出了他的挑战: 他将在比赛中和球场上与中国顶级 NBA2K 在线球员比赛，创造世界上最大的篮球锦标赛。相关性 NBA 超级巨星凯文 · 杜兰特将在中国推出他最新的 KD9 鞋，这个市场被名人支持的市场推出所饱和。一个典型的运动员之旅，包括新闻发布会和派对后的影响有限。利用中国最大的篮球 2k 视频游戏的巨大流行，凯文在游戏中的不可思议的技巧和他厚颜无耻的个性, 我们为耐克创造了最大的篮球锦标赛，与 KD 争夺一对一的机会。概要 NBA 巨星凯文 · 杜兰特即将来到中国推出他的新耐克鞋 kd9。然而，尽管凯文 · 杜兰特在中国很受欢迎，但市场上已经饱和了名人支持的产品发布。耐克的巡回赛野心很大，他们为我们设定了两个关键目标:-成倍增加标准运动员巡回赛的范围和参与度-制作凯文的新鞋 KD9, 耐克中国历史上卖得最快的鞋所以典型的运动员来访，在几百人参加新闻发布会和派对后,是不够的。此外，尽管运动员之旅对耐克来说具有战略重要性，但大部分预算通常用于公关，而不是媒体。我们没有奢侈地购买每个主要网站的头版，我们必须创造一个全新的运动员巡回赛形式才能成功。执行 463,000 名玩家回答了挑战，他们都在虚拟锦标赛中争夺与 KD 正面对决的机会。最终获胜者高阳代表中国参加了与 KD 的直播比赛。首先,他们在虚拟街头游戏中进行了一对一的比赛 -- KD 以 18 比 15 险胜高阳。第二场比赛是标准的五对五格式 -- 持续两次满员，直到 KD 以蜂鸣器击败的最后扣篮获胜。最后，KD 把高阳带出演播室，来到他们一起演奏的球场KD 崛起学院的一部分。整个活动在中国最大的在线体育频道腾讯 NBA 上直播，并在数字户外直播。 KD 在线与耐克成员互动，回答问题，分享他的训练方法的见解，甚至在游戏中引入了一双虚拟的 kd9，他的全新鞋子。活动描述整个活动集中在两个关键的见解上。首先，凯文 · 杜兰特 (他的粉丝称之为 KD) 非常擅长 NBA2K 在线。像可笑的好。他甚至在国家电视台上吹嘘这一点。对于一个伟大的球场玩家来说，成为一个伟大的视频游戏玩家并不总是不可避免的。其次，NBA2K 在线游戏提供了一个绝佳的平台来接触全国的每一个篮球爱好者。你真的不能高估 NBA2K 在线在中国的受欢迎程度 (500万月活跃用户，来源: 腾讯) -- 玩家非常热情，甚至在球场上再现了他们的游戏动作。因此，“扮演 KD 秀” 诞生了 -- 对于一个粉丝来说，这是一生中唯一一次在 one-on-one.Virtually 和现实世界中扮演 KD 的机会。结果有机会在他们最喜欢的平台上与像凯文 · 杜兰特这样的 NBA 巨星直接接触，在中国篮球迷中引发了前所未有的兴奋，并彻底重塑了运动员之旅: 463,000 名球迷争夺与凯文 · 杜兰特正面对决的机会 180万名球迷通过腾讯 NBA 和 NBA2K 在线直播观看了两小时的演出,产生 38,000 的评论和 7000万的产品印象。该节目还使它成为腾讯 NBA 整整两周的头号节目，总共吸引了 3300万次观看。(来源: 腾讯) 306,000 的虚拟 kd9 在游戏中被下载并付费，转化了令人惊讶的 3分之2 的锦标赛竞争对手在现实世界中，凯文 · 杜兰特的新鞋, 该 KD9 成了他最畅销鞋还为耐克。 (来源: 耐克)

重塑运动员之旅

案例简介：Strategy By incorporating the virtual element we made sure that this was not just going to be about a handful of people hanging out with KD but a scale event. Millions of fans could watch the virtual battle anywhere as someone just like them took on a top NBA superstar.We partnered with the biggest basketball video game in the world, NBA2K Online.And broadcasted live across China on the number one basketball broadcaster Tencent NBA and the largest social network WeChat boasting a subscriber base of over 800 Mn Chinese people.KD issued his challenge: He would play China's top NBA2K Online player in the game and on the court, creating the world's largest basketball tournament. Relevancy NBA superstar Kevin Durant was to launch his newest KD9 shoes in China, a market that's saturated by celebrity-supported market launches.A typical athlete tour with a press conference and afterparty has limited impact. Leveraging the massive popularity of the biggest basketball video game NBA 2K in China, Kevin's incredible skill in the game and his cheeky personality, we created the biggest basketball tournament for Nike to compete for a one-on-one chance with KD. Synopsis NBA superstar Kevin Durant was coming to China for the launch of his new Nike shoe, the KD9.However, while Kevin Durant is massively popular in China, the market was already saturated with celebrity supported product launches. Nike’s ambition for the tour was huge, they set two critical goals for us:-Exponentially increase the reach and engagement of a standard athlete tour-Make Kevin’s new shoe, the KD9, Nike China’s fastest selling shoe in historySo the typical athlete visit, with a press conference and after party experience for a few hundred people, wasn’t going to be enough. And also, although athlete tours are strategically important for Nike, the majority of the budget often goes to PR, not media. We didn’t have the luxury of buying front pages of every major site.We would have to create an entirely new athlete tour format to succeed. Execution 463,000 players answered the challenge, all competing in the virtual tournament for a chance to play KD head on.Gao Yang, the final winner, represented China in a live broadcast match up against KD.• First, they went one-on-one in virtual street game – with KD narrowly beating Gao Yang 18 to 15.• The second game was the standard five-on-five format – going to two full overtimes until KD won with a buzzer-beating final slam dunk.• Finally, KD took Gao Yang out of the studio and onto the courts where they played together as part of KD’s Rise Academy.The entire event was live streamed on China’s largest online sports channel, Tencent NBA, and broadcast to digital out-of-home locations.KD interacted with Nike members online, answering questions, sharing insights on his training methods, and even introduced a virtual pair of KD9’s, his brand new shoes, into the game. CampaignDescription The entire activation was centred on two critical insights.First, Kevin Durant (or KD as his fans call him) is crazy good at NBA2K Online. Like ridiculously good. He’s even gone on national television to boast about it. And it's not always inevitable for a great on-court player to be a great video game player of the same sport.Second, the NBA2K online game offered a brilliant platform to tap into every single basketball fan across the country. You really can’t overestimate NBA2K Online’s popularity in China (5 million monthly active users, source: Tencent) – players are incredibly passionate, even recreating their in-game moves on the court.Thus was born the ‘Play KD Show’ – a once in a lifetime chance for a fan to play KD one-on-one.Virtually and in the real world. Outcome The opportunity to directly engage with NBA superstar like Kevin Durant on their favourite platform drove unprecedented excitement among Chinese basketball fans and completely reinvented the athlete tour:• 463,000 fans competed for a chance to play Kevin Durant head on• 1.8 million fans tuned in live to watch the two-hour show via Tencent NBA and NBA2K Online, generating 38 thousand comments and 70 million product impressions. The show also made it be the #1 program on Tencent NBA for TWO ENTIRE WEEKS, driving 33 million views in total. (Source: Tencent)• 306,000 virtual KD9’s were downloaded and paid for in the game, converting an astonishing two-thirds of the tournament’s competitors• In the real world, Kevin Durant’s new shoe, the KD9, became his fastest selling shoe yet for NIKE.(Source: Nike)