Gun Crazy|短视频|广告营销案例【ADGuider广告指南】

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枪疯狂

案例简介：概要美国有枪支问题。每年有 32 000 名美国人死于枪支暴力。尽管如此，我们生活在一种美化枪支的文化中。我们在电影中接触到相当多的枪支暴力。更重要的是，枪支通常被描绘成一种保护你安全的手段 -- 杀死坏人。结果，令人震惊的是，63% 的美国人认为拥有一把枪会让你更安全。但是，研究表明，更多的枪 = 更多的死亡。研究表明，拥有一把枪实际上会增加死亡和受伤的风险。美国防止枪支暴力组织 (SUPGV) 努力减少与枪支有关的死亡和伤害。SUPGV 致力于通过教育、宣传和立法让美国人更安全 & 让政治领导人、公众和媒体关注枪支暴力的影响。 supgv 的目标表明，社会需要对枪支暴力的可怕后果重新敏感。执行这场运动反映了一部真正的电影。为了激发动作电影爱好者，我们在放映前 6 周推出了一个网站，里面有预告片。与此同时，电影海报被放置在纽约市交通繁忙的地区 -- 例如时代广场地铁站台 -- 也推动了网站的交通。然后我们邀请自称动作片爱好者参加放映。放映在纽约电影院村举行，这是一家以放映挑衅性独立电影而闻名的剧院。剧院里摆满了电影海报，帐篷被改成了 “枪支疯狂”。当电影上映时，观众震惊地看到了枪支暴力的真实镜头。隐藏的摄像机拍摄了震惊的反应，放映后的采访揭示了这部电影对观众的影响。这段视频是在强力枪疯狂 PSA (GunCrazyPSA.com) 中拍摄的。结果媒体放大了我们的信息 -- “我的上帝。我敢说，太棒了。 “Trymaine Lee，国家记者 MSNBC -- 在发射后的两周内，《枪支疯狂》获得了 + 72 毫米的媒体和社交媒体印象, 实现我们的目标，即提高认识并引发双方的全国对话。 -赢得广告价值 ~这部 924,000 美元的电影加强了美国关于枪支暴力的持续对话。它是在总统竞选的背景下首映的，在总统竞选中，枪支暴力引发了一场分裂的辩论。最重要的是，在看到枪支疯狂后，94% 的观众说这部电影改变了他们看待枪支的方式。战略美国有枪支问题。每年有 32 000 名美国人死于枪支暴力。尽管如此，我们生活在一种美化枪支的文化中。电影中的枪支暴力自 1985年以来几乎翻了三倍。(美国有线电视新闻网) 利用电影作为一个论坛来揭露美国枪支暴力的可怕现实。自称动作电影爱好者被邀请参加《枪支疯狂》的放映，该片被宣传为最新一部充满枪支的好莱坞大片。膜卷起时，观众震惊地看到真正的枪支暴力的影片.CLEARWe CAMPAIGN'S 核心信息的需要来改变我们的枪。我们不这样做是疯了。首次亮相是出于文化相关性的战略计划。这部电影在总统竞选的背景下首映，枪支暴力引发了一场分裂的辩论。活动描述我们拍了一部电影叫《枪支疯狂》。一个网站、电影预告片和海报被开发出来，以激发粉丝，并将这部电影作为最新的充满枪支的好莱坞大片。然后我们邀请自称动作片爱好者参加首映式。电影上映时，观众震惊地看到了枪支暴力的真实镜头，包括无意的枪击、家庭暴力事件和杀人事件。隐藏的摄像机拍摄了震惊的反应，放映后的采访揭示了这部电影对观众的影响。这段视频是在强大的枪支疯狂 PSA 中拍摄的，它揭示了竞选活动的核心信息: 我们需要改变我们看待枪支的方式 -- 如果不这样做，我们会很疯狂。相关性每年有 32,000 美国人死于枪支，但美国仍然无法获得足够的最新好莱坞枪击案惊悚片。为了让人们意识到他们垂涎三尺的现实，我们做了不可思议的事情。我们拍了一部他们无法抗拒的电影。一部电影预告片和海报称它是十年来最暴力的电影。在首映式上，兴奋的影迷们准备好了一部有很多枪的电影。只是这次暴力和死亡是真实的。观众非常兴奋地看着持枪的人看了两个小时，却看不了 10 分钟的真实效果。

枪疯狂

案例简介：Synopsis AMERICA HAS A GUN PROBLEM.32,000 Americans die from gun violence each year.DESPITE THIS, WE LIVE IN A CULTURE THAT GLORIFIES GUNS.We are exposed to considerable gun violence in films. More than that, guns are often depicted as a means to keep you safe – killing the bad guys. As a result, a shocking 63% of Americans think owning a gun will actually make you safer. BUT, STUDIES SHOW THAT MORE GUNS = MORE DEATH.Research shows that owning a gun actually increases the risk of death & injury. STATES UNITED TO PREVENT GUN VIOLENCE (SUPGV) STRIVES TO REDUCE GUN-RELATED DEATH AND INJURY. SUPGV works to make Americans safer through education, advocacy, and legislation & bringing the impact of gun violence to the attention of political leaders, the public and media.SUPGV’S GOALShowcase the need for society to re-sensitive themselves to the gruesome consequences of gun violence. Execution The campaign mirrored a true movie launch. To excite action movie lovers we launched a website housing the trailer 6 weeks prior to the screening. Simultaneously, movie posters were placed in high traffic areas throughout New York City – e.g. Times Square subway platforms – also driving traffic to the website. We then invited self-professed action movie lovers to the screening. The screening was held at Cinema Village in NYC, a theater known for showing provocative independent films. The theater was dressed with movie posters, and the marquee was changed to read “Gun Crazy.” When the film rolled, the audience was shocked to see real footage of gun violence. Hidden cameras filmed the stunned reactions and post-screening interviews revealed the impact the film had on viewers. The footage was captured in the powerful Gun Crazy PSA (GunCrazyPSA.com). Outcome MEDIA MAGNIFIED OUR MESSAGE -“My god. Gut wrenching and dare I say, brilliant.” Trymaine Lee, National Reporter MSNBC-In the two weeks post-launch, Gun Crazy attained +72MM earned media and social media impressions through public relations outreach, achieving our objective of driving awareness and igniting a national dialogue on both sides.-Earned advertising value of ~$924,000MADE THE ISSUE TOP OF MIND The film strengthened an ongoing conversation about gun violence in America. It premiered against the backdrop of a presidential race in which gun violence has fueled a divisive debate. MOST IMPORTANTLY, CHANGED VIEWS After seeing Gun Crazy, 94% of viewers said this film changed the way they look at guns. Strategy AMERICA HAS A GUN PROBLEM.32,000 Americans die from gun violence each year.DESPITE THIS, WE LIVE IN A CULTURE THAT GLORIFIES GUNS.Gun violence in films has nearly tripled since 1985. (CNN)USED FILM AS A FORUM TO EXPOSE THE HORRIFIC REALITY OF GUN VIOLENCE IN AMERICA. Self-professed action movie lovers were invited to a screening of Gun Crazy, billed as the latest gun-filled Hollywood blockbuster. When the film rolled, the audience was shocked to see real footage of gun violence.THE CAMPAIGN’S CORE MESSAGE WAS CLEARWe need to change the way we look at guns. We would be crazy not to. DEBUT WAS STRATEGICALLY PLANNED FOR CULTURAL RELEVANCE. The film premiered against the backdrop of a presidential race in which gun violence has fueled a divisive debate. Campaign Description We made a movie called Gun Crazy. A website, movie trailer and posters were developed to excite fans and seed this film as the latest gun-filled Hollywood blockbuster. We then invited self-professed action movie lovers to the premiere. When the film rolled, the audience was shocked to see real footage of gun violence, including unintentional shootings, incidents of domestic violence and homicides. Hidden cameras filmed the stunned reactions and post-screening interviews revealed the impact the film had on viewers. The footage was captured in the powerful Gun Crazy PSA which brings to light the campaign’s core message: We need to change the way we look at guns – we would be crazy not to. Relevancy 32,000 Americans die from guns each year, but America still can’t get enough of the latest Hollywood shoot-‘em-up thriller. To make people realize the reality of what they’re salivating over, we did the unthinkable. We made a movie they couldn’t resist. A movie trailer and posters billed it as the most violent film of the decade. At the premiere, excited fans were ready for a movie with a lot of guns. Only this time, the violence and death were real. The audience, so excited to watch people with guns for two hours, couldn’t watch the real effects for 10 minutes.