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后世界末日 LA 在虚拟现实驱动的书中栩栩如生
案例简介：后启示录的洛杉矶在虚拟现实和音频信号中出现，这是作者杰夫 · 汗为宣传小说《 Mayfly 》而发起的一场不同寻常的图书营销活动。 Mayfly Quest 探索了讲故事的新方法，旨在跨越 Mayfly 和续集《蝎子》之间的差距。从现在起，在一场名为《末日》的神秘瘟疫消灭了所有成年人并继续在他们 17 岁之前杀死他们很久之后，它解码了 LA (现在是艾尔耶)。 探索扩展了传统的在线寻宝与创新技术, 最值得注意的是，用 360 度虚拟现实的洛杉矶地标图像黑客谷歌地图，这些图像已经 “启示录”，并充满了最终原因的线索。这些线索现在每天都出现在 4月25日的推特 @ projectlonglife 和 Instagram @ jeffsweatbooks 上，可以在 mayflybook.com 兑换赃物和额外内容，如删除的场景和短篇小说。 这一运动对于图书出版来说是不寻常的，图书出版很少像营销人员为娱乐和品牌开展的那样。大多数图书营销倾向于将书籍交到不是粉丝的人手中。对于 Mayfly，我们想接触那些不知道自己应该成为粉丝的人。营销活动主要依靠杰夫自己的广告和公关专业知识，以及他在广告业务中的关系。 狩猎还包括无线电紧急广播信号，以悲惨的细节讲述结局。这些信号在 Facebook 上推广，视频完成率为 74% -- 几乎是目标的四倍! 这些信号吓坏了洛杉矶居民，他们不知道自己是图书营销活动的一部分，一位评论者回忆起奥森 · 威尔斯和其他人说，“这不是假的, “不管这是谁，都不要这么做，因为你想做广告，所以几乎没有心脏病发作。 ”然后,YouTube 禁止这些信号，@ jeffdwestbooks YouTube 解释了 “严重违反” 其社区指导方针。
后世界末日 LA 在虚拟现实驱动的书中栩栩如生
案例简介：A post-apocalyptic Los Angeles comes to life in VR and audio signals in Mayfly Quest, an unusual book-marketing campaign from author Jeff Sweat to promote the novel Mayfly. Mayfly Quest explores new ways of telling stories and is intended to span the gap between Mayfly and its sequel, Scorpion. It decodes LA (now Ell Aye) a hundred years from now, long after a mysterious plague called the End has wiped out all adults and continues to kill kids before they reach the age of 17. The Quest expands upon traditional online scavenger hunts with innovative technology, most notably by hacking Google Maps with 360-degree VR images of Los Angeles landmarks that have been “apocalypsized” and populated with clues to the cause of the End. The clues appear daily now through April 25 on Twitter @projectlonglife and on Instagram @jeffsweatbooks and can be redeemed at mayflybook.com for swag and bonus content like deleted scenes and short stories. The campaign is unusual for book publishing, which rarely mounts the kind of campaigns that marketers do for entertainment and brands. Most book marketing tends to focus on getting books into the hands of people who weren’t already fans. For Mayfly, we wanted to reach people who didn’t know they should be fans. The marketing campaign drew heavily on Jeff’s own advertising and PR expertise, as well as his connections in the ad business. The hunt also includes radio emergency broadcast signals that tell the story of The End in harrowing detail. The signals, which were promoted on Facebook, had a 74% video completion rate—almost four times the goal! The signals freaked out LA residents who weren’t aware they were part of a book marketing campaign, with one commenter evoking Orson Welles and other saying, “This isn’t fake,” and “Whoever this is don’t be doing this sh** no more almost had a heart attack cuz you wanna advertise.” Then, YouTube banned the signals and the @jeffsweatbooks YouTube account for “severe violations” of its community guidelines.
Post-Apocalyptic LA Comes to Life in VR-Driven Book
案例简介：后启示录的洛杉矶在虚拟现实和音频信号中出现，这是作者杰夫 · 汗为宣传小说《 Mayfly 》而发起的一场不同寻常的图书营销活动。 Mayfly Quest 探索了讲故事的新方法，旨在跨越 Mayfly 和续集《蝎子》之间的差距。从现在起，在一场名为《末日》的神秘瘟疫消灭了所有成年人并继续在他们 17 岁之前杀死他们很久之后，它解码了 LA (现在是艾尔耶)。 探索扩展了传统的在线寻宝与创新技术, 最值得注意的是，用 360 度虚拟现实的洛杉矶地标图像黑客谷歌地图，这些图像已经 “启示录”，并充满了最终原因的线索。这些线索现在每天都出现在 4月25日的推特 @ projectlonglife 和 Instagram @ jeffsweatbooks 上，可以在 mayflybook.com 兑换赃物和额外内容，如删除的场景和短篇小说。 这一运动对于图书出版来说是不寻常的，图书出版很少像营销人员为娱乐和品牌开展的那样。大多数图书营销倾向于将书籍交到不是粉丝的人手中。对于 Mayfly，我们想接触那些不知道自己应该成为粉丝的人。营销活动主要依靠杰夫自己的广告和公关专业知识，以及他在广告业务中的关系。 狩猎还包括无线电紧急广播信号，以悲惨的细节讲述结局。这些信号在 Facebook 上推广，视频完成率为 74% -- 几乎是目标的四倍! 这些信号吓坏了洛杉矶居民，他们不知道自己是图书营销活动的一部分，一位评论者回忆起奥森 · 威尔斯和其他人说，“这不是假的, “不管这是谁，都不要这么做，因为你想做广告，所以几乎没有心脏病发作。 ”然后,YouTube 禁止这些信号，@ jeffdwestbooks YouTube 解释了 “严重违反” 其社区指导方针。
Post-Apocalyptic LA Comes to Life in VR-Driven Book
案例简介：A post-apocalyptic Los Angeles comes to life in VR and audio signals in Mayfly Quest, an unusual book-marketing campaign from author Jeff Sweat to promote the novel Mayfly. Mayfly Quest explores new ways of telling stories and is intended to span the gap between Mayfly and its sequel, Scorpion. It decodes LA (now Ell Aye) a hundred years from now, long after a mysterious plague called the End has wiped out all adults and continues to kill kids before they reach the age of 17. The Quest expands upon traditional online scavenger hunts with innovative technology, most notably by hacking Google Maps with 360-degree VR images of Los Angeles landmarks that have been “apocalypsized” and populated with clues to the cause of the End. The clues appear daily now through April 25 on Twitter @projectlonglife and on Instagram @jeffsweatbooks and can be redeemed at mayflybook.com for swag and bonus content like deleted scenes and short stories. The campaign is unusual for book publishing, which rarely mounts the kind of campaigns that marketers do for entertainment and brands. Most book marketing tends to focus on getting books into the hands of people who weren’t already fans. For Mayfly, we wanted to reach people who didn’t know they should be fans. The marketing campaign drew heavily on Jeff’s own advertising and PR expertise, as well as his connections in the ad business. The hunt also includes radio emergency broadcast signals that tell the story of The End in harrowing detail. The signals, which were promoted on Facebook, had a 74% video completion rate—almost four times the goal! The signals freaked out LA residents who weren’t aware they were part of a book marketing campaign, with one commenter evoking Orson Welles and other saying, “This isn’t fake,” and “Whoever this is don’t be doing this sh** no more almost had a heart attack cuz you wanna advertise.” Then, YouTube banned the signals and the @jeffsweatbooks YouTube account for “severe violations” of its community guidelines.
后世界末日 LA 在虚拟现实驱动的书中栩栩如生
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Post-Apocalyptic LA Comes to Life in VR-Driven Book
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