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电阻收音机
案例简介：结果 在发布后的几周内，阻力电台获得了超过 70亿的媒体关注和公关印象，包括来自《华盛顿邮报》、《今日美国》、《新闻周刊》、 Buzzfeed 、赫芬顿邮报、 NPR 、 Mashable 、《财富》的提及, 和人们。国家广播电台进行了采访，一个 # resistanceradio 推广的标签引发了一场风暴，因为政治派别的双方都在发起一个反法西斯广播电台, 加强该运动与当代美国的相关性。在前三周，我们向 2,000,000 多名听众提供了超过 250,000 分钟的品牌音频，平均收听时间超过 10 分钟 (Alexa 26 分钟)。听众的定性反应普遍是积极的。抵抗电台从营销活动转向流行文化现象，几乎完全由赚来的媒体驱动，从专辑销售创造了持续的收入来源, 现在已经被写进了电视节目，作为故事情节的一部分。 相关性 阻力电台拥有超过 4 小时的戏剧性的音频故事和 18 个新的音乐曲目，由危险鼠标制作，以顶级录音艺术家为特色。一个丰富的多渠道内容体验，旨在在亚马逊的《高堡中的男人》的各个季节之间创造流行文化的对话和嗡嗡声。在发布后的一周内，该节目引发了社交媒体和主流媒体的广泛讨论，让美国参与了一场关于当代美国自由和威权主义含义的广泛辩论, 同时广播来自纳粹赢得二战的世界的希望和抵抗信息。 概要 《高堡里的男人》是亚马逊最精彩的原创系列，亚马逊 Prime Video 上有两个季节。基于菲利普 · K · 迪克的小说，复杂的叙事想象了 1962 个美国，盟军在二战中失败了，纳粹和日本帝国分裂了对美国的控制。尽管有着固有的压迫性基调，但我们的使命是将该系列变成一个具有持续促销的全球特许经营。此外，我们想让新观众 -- 尤其是女性和年轻男性 -- 能够接触到这个系列。我们想发展一个概念，1) 与当前粉丝持续接触，并在新观众中产生兴趣; 2) 在所有赚来的、拥有的和付费的媒体上建立了一座叙事桥梁; 3) 利用每种媒体作为讲故事的设备，4) 具有全球吸引力，以最大限度地放大。 战略 在继续吸引尽可能多的观众 (A18-54) 的同时，我们认识到有机会更好地与 18-24 岁的男性和更多的女性联系。这些观众更喜欢充满希望的故事情节和角色驱动的戏剧，而不是长期粉丝喜欢的深刻神话和投机小说。对于这些观众，我们引入了新的、相关的角色和充满希望的故事情节，利用即将到来的有大量社交追随者的艺术家的熟悉歌曲。我们还与当代美国进行了比较，以使该节目更加贴近现实。对于现有和过时的粉丝来说，我们确定了更深入地了解故事世界和神话是主要的吸引力。在我们的音乐和叙述中，我们编织了神话内容的 “复活节彩蛋”，比如隐藏在无线电频率之间的谜题，以及尚未在屏幕上探索的历史背景。 活动描述 《高堡人》中的希望之声由抵抗组织代表，一群地下自由战士反击法西斯压迫者，以保持美国梦的活力。所以我们为这个团体创建了一个喉舌: 抵抗电台，海盗 dj 以现场广播的形式提供了一种戏剧性的、可听的讲故事的体验, 在播放暴发户反叛音乐家的 “非法” 音乐的同时，向被压迫的美国发送他们希望和抵抗的故事。通过与顶级人才合作，创造一个完整的独立体验 (结合音乐、广播叙事和电视剧的最佳体验)，我们旨在改变娱乐营销。我们的活动成功地模糊了内容和推广之间的界限，利用多渠道体验提高了季节之间的节目和不受线性广播限制的网络的形象。 执行 我们创作了超过四个小时的原创音频叙事，并为节目录制了脚本，其中有三个 DJ 角色。我们还录制了 18 首由危险老鼠和萨姆 · 科恩制作的著名 60s 歌曲的重新想象的封面版本，并由包括贝克、诺拉·琼斯在内的各种顶级另类艺术家表演, 小腿，莎伦 · 范 · 埃滕等等。无线电广播通过 custom 的定制无线电播放器从该节目的替代世界发出，具有不同的桌面和移动体验。该流还可通过 iHeartRadio 、 Rollingstone.com 和支持 Alexa 的设备获得。促销元素与我们的活动启动相吻合，包括 Face预订音频直播片段，推广推特，发送给影响者的限量版 7 ”乙烯基单曲，音乐视频，SXSW 的安装和音乐会，以及抵抗电台的发布: 所有主要音乐商店的高堡专辑中的男人。
电阻收音机
案例简介：Outcome Within weeks of launch, Resistance Radio garnered major press attention and over seven billion PR impressions, including mentions from The Washington Post, USA Today, Newsweek, Buzzfeed, Huffington Post, NPR, Mashable, Fortune, and People. Interviews ran on national radio stations, and a #resistanceradio promoted hashtag ignited a firestorm as both sides of the political spectrum jumped on the launch of an anti-fascist radio station, reinforcing the campaign’s relevance to contemporary America. We delivered over 2,000,000 minutes of branded audio in the first three weeks to over 250,000 listeners, with an average listening time of over 10 minutes (26 minutes on Alexa). And a qualitative response from listeners was universally positive. Resistance Radio moved from marketing initiative to pop culture phenomenon driven almost-exclusively by earned media, created an ongoing revenue stream from album sales, and has now been written into the TV show as part of the storyline. Relevancy Resistance Radio features over 4 hours of dramatic audio storytelling and 18 new music tracks, produced by Danger Mouse, featuring top recording artists. A rich, multichannel content experience, launched to create conversation and buzz across all sectors of pop culture between seasons of Amazon’s The Man in The High Castle. Within one week of launch, the show sparked wide-scale discussion across social media and mainstream press, engaging the country in a wide debate about the meaning of freedom and authoritarianism in contemporary America, all while broadcasting messages of hope and resistance from a world where the Nazis won WWII. Synopsis The Man In The High Castle is the most streamed Amazon Original Series, with two seasons available on Amazon Prime Video. Based on the novel by Phillip K Dick, the complex narrative imagines 1962 America where the Allies lost WWII, and the Nazis and Imperial Japan have split control of the US. Despite the inherently oppressive tone, our mission was to turn the series into a global franchise with an always-on promotion. Additionally, we wanted to make the series accessible to new viewers — particularly women and younger men. We wanted to develop a concept that 1) sustained engagement with current fans and created interest among new viewers; 2) created a narrative bridge across all earned, owned and paid media; 3) leveraged each medium as a storytelling device and 4) had global appeal to maximize amplification. Strategy While continuing to attract the largest possible audience (A18-54), we recognized an opportunity to better connect with men 18-24, and more women. These audiences are more attracted to hopeful storylines, and character- driven drama rather than the deep mythology and speculative fiction loved by longtime fans. For these audiences, we introduced new, relatable characters and hopeful storylines, utilizing familiar songs by upcoming artists with large social followings. We also drew parallels to contemporary America to make the show more relatable and immediate.For existing and lapsed fans, we identified a deeper dive into the story’s world and mythology as the main draw. Within our music and narratives, we wove “easter eggs” of mythology content such as puzzles hidden between radio frequencies, and historical background not yet explored onscreen. CampaignDescription The voice of hope in The Man In The High Castle is represented by the Resistance, a band of underground freedom fighters striking back against their fascist oppressors to keep the American dream alive. So we created a mouthpiece for that group: Resistance Radio, a dramatic, audible storytelling experience in the format of live radio broadcasts by pirate DJs, sending out their stories of hope and resistance to oppressed America, while playing “illegal” music from upstart rebel musicians. By collaborating with top-name talent to create an integrated, standalone experience (combining the best in music, radio narrative, and television drama), we aimed to transform entertainment marketing. Our campaign succeeded in Blurring the line between content and promotion, using a multichannel experience to raise the profile of both a show between seasons and a network that is not beholden to linear broadcast constraints. Execution We created over four hours of an original audio narrative were scripted and recorded for the show, featuring three DJ characters. We also recorded 18 reimagined cover versions of well-known 60s songs, produced by Danger Mouse & Sam Cohen, and performed by a variety of top alternative artists including Beck, Norah Jones, The Shins, Sharon Van Etten, and more. The radio broadcasts emanate from the show’s alternate world via a custom radio player at Resistanceradio.com, with different experiences for desktop and mobile. The stream was also available via iHeartRadio, Rollingstone.com and on Alexa-enabled devices. Promotional elements coinciding with our campaign launch included Facebook Audio Live segments, promoted tweets, a limited edition 7” vinyl single sent to influencers, a music video, an installation & concert at SXSW, and the release of Resistance Radio: The Man In The High Castle album on all major music outlets.
Resistance Radio
案例简介：结果 在发布后的几周内，阻力电台获得了超过 70亿的媒体关注和公关印象，包括来自《华盛顿邮报》、《今日美国》、《新闻周刊》、 Buzzfeed 、赫芬顿邮报、 NPR 、 Mashable 、《财富》的提及, 和人们。国家广播电台进行了采访，一个 # resistanceradio 推广的标签引发了一场风暴，因为政治派别的双方都在发起一个反法西斯广播电台, 加强该运动与当代美国的相关性。在前三周，我们向 2,000,000 多名听众提供了超过 250,000 分钟的品牌音频，平均收听时间超过 10 分钟 (Alexa 26 分钟)。听众的定性反应普遍是积极的。抵抗电台从营销活动转向流行文化现象，几乎完全由赚来的媒体驱动，从专辑销售创造了持续的收入来源, 现在已经被写进了电视节目，作为故事情节的一部分。 相关性 阻力电台拥有超过 4 小时的戏剧性的音频故事和 18 个新的音乐曲目，由危险鼠标制作，以顶级录音艺术家为特色。一个丰富的多渠道内容体验，旨在在亚马逊的《高堡中的男人》的各个季节之间创造流行文化的对话和嗡嗡声。在发布后的一周内，该节目引发了社交媒体和主流媒体的广泛讨论，让美国参与了一场关于当代美国自由和威权主义含义的广泛辩论, 同时广播来自纳粹赢得二战的世界的希望和抵抗信息。 概要 《高堡里的男人》是亚马逊最精彩的原创系列，亚马逊 Prime Video 上有两个季节。基于菲利普 · K · 迪克的小说，复杂的叙事想象了 1962 个美国，盟军在二战中失败了，纳粹和日本帝国分裂了对美国的控制。尽管有着固有的压迫性基调，但我们的使命是将该系列变成一个具有持续促销的全球特许经营。此外，我们想让新观众 -- 尤其是女性和年轻男性 -- 能够接触到这个系列。我们想发展一个概念，1) 与当前粉丝持续接触，并在新观众中产生兴趣; 2) 在所有赚来的、拥有的和付费的媒体上建立了一座叙事桥梁; 3) 利用每种媒体作为讲故事的设备，4) 具有全球吸引力，以最大限度地放大。 战略 在继续吸引尽可能多的观众 (A18-54) 的同时，我们认识到有机会更好地与 18-24 岁的男性和更多的女性联系。这些观众更喜欢充满希望的故事情节和角色驱动的戏剧，而不是长期粉丝喜欢的深刻神话和投机小说。对于这些观众，我们引入了新的、相关的角色和充满希望的故事情节，利用即将到来的有大量社交追随者的艺术家的熟悉歌曲。我们还与当代美国进行了比较，以使该节目更加贴近现实。对于现有和过时的粉丝来说，我们确定了更深入地了解故事世界和神话是主要的吸引力。在我们的音乐和叙述中，我们编织了神话内容的 “复活节彩蛋”，比如隐藏在无线电频率之间的谜题，以及尚未在屏幕上探索的历史背景。 活动描述 《高堡人》中的希望之声由抵抗组织代表，一群地下自由战士反击法西斯压迫者，以保持美国梦的活力。所以我们为这个团体创建了一个喉舌: 抵抗电台，海盗 dj 以现场广播的形式提供了一种戏剧性的、可听的讲故事的体验, 在播放暴发户反叛音乐家的 “非法” 音乐的同时，向被压迫的美国发送他们希望和抵抗的故事。通过与顶级人才合作，创造一个完整的独立体验 (结合音乐、广播叙事和电视剧的最佳体验)，我们旨在改变娱乐营销。我们的活动成功地模糊了内容和推广之间的界限，利用多渠道体验提高了季节之间的节目和不受线性广播限制的网络的形象。 执行 我们创作了超过四个小时的原创音频叙事，并为节目录制了脚本，其中有三个 DJ 角色。我们还录制了 18 首由危险老鼠和萨姆 · 科恩制作的著名 60s 歌曲的重新想象的封面版本，并由包括贝克、诺拉·琼斯在内的各种顶级另类艺术家表演, 小腿，莎伦 · 范 · 埃滕等等。无线电广播通过 custom 的定制无线电播放器从该节目的替代世界发出，具有不同的桌面和移动体验。该流还可通过 iHeartRadio 、 Rollingstone.com 和支持 Alexa 的设备获得。促销元素与我们的活动启动相吻合，包括 Face预订音频直播片段，推广推特，发送给影响者的限量版 7 ”乙烯基单曲，音乐视频，SXSW 的安装和音乐会，以及抵抗电台的发布: 所有主要音乐商店的高堡专辑中的男人。
Resistance Radio
案例简介：Outcome Within weeks of launch, Resistance Radio garnered major press attention and over seven billion PR impressions, including mentions from The Washington Post, USA Today, Newsweek, Buzzfeed, Huffington Post, NPR, Mashable, Fortune, and People. Interviews ran on national radio stations, and a #resistanceradio promoted hashtag ignited a firestorm as both sides of the political spectrum jumped on the launch of an anti-fascist radio station, reinforcing the campaign’s relevance to contemporary America. We delivered over 2,000,000 minutes of branded audio in the first three weeks to over 250,000 listeners, with an average listening time of over 10 minutes (26 minutes on Alexa). And a qualitative response from listeners was universally positive. Resistance Radio moved from marketing initiative to pop culture phenomenon driven almost-exclusively by earned media, created an ongoing revenue stream from album sales, and has now been written into the TV show as part of the storyline. Relevancy Resistance Radio features over 4 hours of dramatic audio storytelling and 18 new music tracks, produced by Danger Mouse, featuring top recording artists. A rich, multichannel content experience, launched to create conversation and buzz across all sectors of pop culture between seasons of Amazon’s The Man in The High Castle. Within one week of launch, the show sparked wide-scale discussion across social media and mainstream press, engaging the country in a wide debate about the meaning of freedom and authoritarianism in contemporary America, all while broadcasting messages of hope and resistance from a world where the Nazis won WWII. Synopsis The Man In The High Castle is the most streamed Amazon Original Series, with two seasons available on Amazon Prime Video. Based on the novel by Phillip K Dick, the complex narrative imagines 1962 America where the Allies lost WWII, and the Nazis and Imperial Japan have split control of the US. Despite the inherently oppressive tone, our mission was to turn the series into a global franchise with an always-on promotion. Additionally, we wanted to make the series accessible to new viewers — particularly women and younger men. We wanted to develop a concept that 1) sustained engagement with current fans and created interest among new viewers; 2) created a narrative bridge across all earned, owned and paid media; 3) leveraged each medium as a storytelling device and 4) had global appeal to maximize amplification. Strategy While continuing to attract the largest possible audience (A18-54), we recognized an opportunity to better connect with men 18-24, and more women. These audiences are more attracted to hopeful storylines, and character- driven drama rather than the deep mythology and speculative fiction loved by longtime fans. For these audiences, we introduced new, relatable characters and hopeful storylines, utilizing familiar songs by upcoming artists with large social followings. We also drew parallels to contemporary America to make the show more relatable and immediate.For existing and lapsed fans, we identified a deeper dive into the story’s world and mythology as the main draw. Within our music and narratives, we wove “easter eggs” of mythology content such as puzzles hidden between radio frequencies, and historical background not yet explored onscreen. CampaignDescription The voice of hope in The Man In The High Castle is represented by the Resistance, a band of underground freedom fighters striking back against their fascist oppressors to keep the American dream alive. So we created a mouthpiece for that group: Resistance Radio, a dramatic, audible storytelling experience in the format of live radio broadcasts by pirate DJs, sending out their stories of hope and resistance to oppressed America, while playing “illegal” music from upstart rebel musicians. By collaborating with top-name talent to create an integrated, standalone experience (combining the best in music, radio narrative, and television drama), we aimed to transform entertainment marketing. Our campaign succeeded in Blurring the line between content and promotion, using a multichannel experience to raise the profile of both a show between seasons and a network that is not beholden to linear broadcast constraints. Execution We created over four hours of an original audio narrative were scripted and recorded for the show, featuring three DJ characters. We also recorded 18 reimagined cover versions of well-known 60s songs, produced by Danger Mouse & Sam Cohen, and performed by a variety of top alternative artists including Beck, Norah Jones, The Shins, Sharon Van Etten, and more. The radio broadcasts emanate from the show’s alternate world via a custom radio player at Resistanceradio.com, with different experiences for desktop and mobile. The stream was also available via iHeartRadio, Rollingstone.com and on Alexa-enabled devices. Promotional elements coinciding with our campaign launch included Facebook Audio Live segments, promoted tweets, a limited edition 7” vinyl single sent to influencers, a music video, an installation & concert at SXSW, and the release of Resistance Radio: The Man In The High Castle album on all major music outlets.
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