Dumb Ways To Die: The Games|短视频|广告营销案例【ADGuider广告指南】

愚蠢的死亡方式: 游戏

案例简介：活动描述随着品牌意识到自己的力量并寻求利用这种方法与消费者接触，品牌内容在澳大利亚变得越来越普遍。有效性迄今为止，在《哑巴之路》活动取得了巨大成功后，我们面临着挑战和/或机会，继续推动品牌参与，并在世界各地扩大影响力。游戏将是实现这一目标的最佳方式，因为它不仅是一种吸引注意力的媒介，也是一种持续互动的媒介。这个游戏被设计成一系列的竞技场，以允许随着时间的推移增长并确保寿命。实施我们在全球各地都有热情的粉丝，我们依靠的是激发点对点的交流，让我们的观众为我们说话。为了让他们说话，我们有一个三阶段的发布策略。我们播种了一个新的想法，把网页涂黑，播放神秘的印刷广告来引发对话。接下来是在线预告视频、向玩家推送通知和数字横幅。当游戏推出时，一切都被揭露了出来，在几小时内就在关键市场排名第一，在 iTunes 商店获得了一个功能。结果 1。这款游戏在 iPad 上成为 85 个国家的头号应用，在 iphone 上成为 53 个国家的头号应用。2.有 9300万人承诺在火车和超过 57亿场迷你游戏中保持安全。3。玩家还可以购买游戏的无广告版本，以及其他应用内购买，使游戏自筹资金。相关性为了成功地与我们的目标市场接触，我们需要确保我们的安全信息易于访问，并使其成为他们自然接触的内容的一部分。很明显，在我们的目标群体中，移动/平板电脑应用程序将实现这一目标。这场运动以游戏为中心，游戏有 28 个迷你游戏，包括铁路安全等级，必须完成才能在愚蠢的 “世界” 中旅行。通过在内容中嵌入我们的铁路安全信息，我们能够成功地到达目标市场。

愚蠢的死亡方式: 游戏

案例简介：Campaign Description Branded content is becoming increasingly common in Australia, as brands realise its power and seek to utilise the approach to engage with consumers. Effectiveness After the overwhelming success of the Dumb Ways to Die campaign to date, we had the challenge and/or opportunity to continue to drive brand engagement and increase reach around the world. A game was going to be the best way to achieve this, as it’s a medium that doesn’t just attract attention but also on-going interaction.The game was structured as a series of arenas, to allow for growth over time and ensure longevity. Implementation With a passionate fan base around the globe, we relied on sparking peer-to-peer communication and letting our audience do the talking for us. To get them talking, we had a three-phase launch strategy.We seeded the idea that something new was coming, blacking out the webpage and running cryptic print ads to spark conversations. This was followed by an online teaser video, push notifications to gamers and digital banners. Everything was revealed when the game launched, shooting to number one in key markets within hours, on the back of gaining a feature in the iTunes store. Outcome 1.The game became the No. 1 app in 85 countries on iPad and No.1 in 53 on iPhone.2.There were 93 million pledges to be safe around trains and over 5.7 billion mini-game plays. 3.Players can also purchase ad-free versions of the game, as well as other in-app purchases, making the game self-funding. Relevancy In order to successfully engage with our target market, we needed to ensure our safety message was easily accessible and make it a part of content they would naturally engage with. It was clear a mobile/tablet application would achieve this, within our target cohort. The campaign centers around the game, which features 28 mini-games, including rail safety levels, which must be completed to travel around the dumb ‘world’. By embedding our rail safety messaging in the content, we were able to successfully reach our target market.