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双循环敢
案例简介：描述活动/条目 这场运动被推向了真正的全球受众，被翻译成多种语言，必须在许多不同的文化中有意义。 通过品牌娱乐驱动的简单、动作驱动的情节意味着我们可以驾驭不同的文化弱点，而品牌世界纪录的大型特技也通过公关渠道推动了娱乐故事。 结果 真正战略的风火轮是从风火轮生活在现实世界之间的洞察力中诞生的 (每辆压铸汽车被设计为真正汽车的 1: 64 配给) 和想象力 (孩子们适用于小汽车的无限模式)。 添加团队风火轮的角色和风火轮测试设施的故事情节，你有一个支持娱乐特许经营模式的品牌框架，而不仅仅是广告和与更大的 (和老年人) 观众。 这个项目的目标是使用丰富的娱乐内容，而不是传统的广告，向更多的观众传播热轮的全球品牌信息，而不仅仅是核心小男孩, 使其与所有年龄的男孩相关。 Hot Wheels 发布了一个针对小孩子的故事，在这个故事中，Hot Wheels 测试设施的负责人向团队 Hot Wheels 挑战一系列不可能的测试。这些特技，是一个丰富的，幻想的故事情节的一部分，是真实的，但上演和增强视觉特效。 但在某些剧集中，X Games 等全球电视分销渠道的真正特技被编织进了故事情节。 一个巨大的全球老年观众随后通过这些文化活动被引导到内容。 -11 集全球品牌娱乐内容通过电视、在线、社交媒体和现场活动展开。 -两项世界纪录。 -向 204 个国家分发。 -超过 67 米的有机景观。 -超过 30 亿媒体印象。 -YouTube 为 2012 推出的顶级有机病毒广告之一。 -一个巨大的品牌故事。 -没有传统广告。
双循环敢
案例简介：Describe the campaign/entry This campaign was pushed to a truly global audience, translated into multiple languages and had to make sense in many different cultures. A simple, action-driven plot driven through Branded Entertainment meant that we could navigate different cultural foibles and the big, branded World Record stunts also drove the entertainment story through PR channels. Results The Hot Wheels For Real strategy is born from the insight that Hot Wheels lives between the worlds of reality (each die-cast car is designed as a 1:64 ration to a real car) and imagination (the limitless patterns that kids apply to the little cars). Add the characters of Team Hot Wheels and the storyline of the Hot Wheels Test Facility and you have a brand framework that supports an entertainment franchise model rather than just advertising and talks to a far larger (and older) audience. The objective of this project was to use rich entertainment content rather than traditional advertising to spread Hot Wheels' global brand messaging to a bigger audience than just the core young boy, making it relevant to boys of ALL ages. Hot Wheels released an Episodic story aimed at young kids in which the Head of the Hot Wheels Test Facility challenges Team Hot Wheels to a whole series of impossible tests. These stunts, being part of a rich, fantastical storyline, were real but staged and augmented with VFX. But in certain episodes, real stunts attached to globally televised distribution channels such as X Games were woven into the storyline. A huge, global older audience was then led to the content through these cultural activations. - 11 episodes of global branded entertainment content unfolding via TV, online, social media and live events. - Two world records. - Distributed to 204 countries. - Over 67m organic views. - Over 3bn media impressions. - One of YouTube's top organic viral campaigns for 2012. - One huge brand story. - No traditional advertising.
DOUBLE LOOP DARE
案例简介：描述活动/条目 这场运动被推向了真正的全球受众，被翻译成多种语言，必须在许多不同的文化中有意义。 通过品牌娱乐驱动的简单、动作驱动的情节意味着我们可以驾驭不同的文化弱点，而品牌世界纪录的大型特技也通过公关渠道推动了娱乐故事。 结果 真正战略的风火轮是从风火轮生活在现实世界之间的洞察力中诞生的 (每辆压铸汽车被设计为真正汽车的 1: 64 配给) 和想象力 (孩子们适用于小汽车的无限模式)。 添加团队风火轮的角色和风火轮测试设施的故事情节，你有一个支持娱乐特许经营模式的品牌框架，而不仅仅是广告和与更大的 (和老年人) 观众。 这个项目的目标是使用丰富的娱乐内容，而不是传统的广告，向更多的观众传播热轮的全球品牌信息，而不仅仅是核心小男孩, 使其与所有年龄的男孩相关。 Hot Wheels 发布了一个针对小孩子的故事，在这个故事中，Hot Wheels 测试设施的负责人向团队 Hot Wheels 挑战一系列不可能的测试。这些特技，是一个丰富的，幻想的故事情节的一部分，是真实的，但上演和增强视觉特效。 但在某些剧集中，X Games 等全球电视分销渠道的真正特技被编织进了故事情节。 一个巨大的全球老年观众随后通过这些文化活动被引导到内容。 -11 集全球品牌娱乐内容通过电视、在线、社交媒体和现场活动展开。 -两项世界纪录。 -向 204 个国家分发。 -超过 67 米的有机景观。 -超过 30 亿媒体印象。 -YouTube 为 2012 推出的顶级有机病毒广告之一。 -一个巨大的品牌故事。 -没有传统广告。
DOUBLE LOOP DARE
案例简介：Describe the campaign/entry This campaign was pushed to a truly global audience, translated into multiple languages and had to make sense in many different cultures. A simple, action-driven plot driven through Branded Entertainment meant that we could navigate different cultural foibles and the big, branded World Record stunts also drove the entertainment story through PR channels. Results The Hot Wheels For Real strategy is born from the insight that Hot Wheels lives between the worlds of reality (each die-cast car is designed as a 1:64 ration to a real car) and imagination (the limitless patterns that kids apply to the little cars). Add the characters of Team Hot Wheels and the storyline of the Hot Wheels Test Facility and you have a brand framework that supports an entertainment franchise model rather than just advertising and talks to a far larger (and older) audience. The objective of this project was to use rich entertainment content rather than traditional advertising to spread Hot Wheels' global brand messaging to a bigger audience than just the core young boy, making it relevant to boys of ALL ages. Hot Wheels released an Episodic story aimed at young kids in which the Head of the Hot Wheels Test Facility challenges Team Hot Wheels to a whole series of impossible tests. These stunts, being part of a rich, fantastical storyline, were real but staged and augmented with VFX. But in certain episodes, real stunts attached to globally televised distribution channels such as X Games were woven into the storyline. A huge, global older audience was then led to the content through these cultural activations. - 11 episodes of global branded entertainment content unfolding via TV, online, social media and live events. - Two world records. - Distributed to 204 countries. - Over 67m organic views. - Over 3bn media impressions. - One of YouTube's top organic viral campaigns for 2012. - One huge brand story. - No traditional advertising.
双循环敢
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DOUBLE LOOP DARE
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