Metallica - The Gloves|短视频|广告营销案例【ADGuider广告指南】

金属手套

案例简介：概要我们如何将最新 Metallica 专辑的发行变成法国的一个事件，这个国家的音乐排行榜多年来一直由青少年歌手主导。我们的挑战: 抓住 18-35 岁的人的注意力，而不疏远历史悠久的 35 对 65 + 金属爱好者？结果脸谱网视频在 5 天内达到了 500万的浏览量，没有任何媒体花费和 200 000 股。除此之外，在竞选之后，Metallica 新专辑直接成为专辑排行榜上的第一名。相关性这场运动是对摇滚和金属音乐的庆祝。我们为 Metallica 发起了一场值得关注的运动 -- 这是这种音乐类型的最大象征之一 -- 在更大程度上也为音乐发起了一场运动。多亏了创意和创新的概念，新专辑的发行取得了巨大成功。执行我们首先创建了一个没有媒体购买的 Facebook 视频。很快，我们的视频在法国电视上被广泛播放。然后，轮到德国和美国电视播放了。我们的活动是基于这个视频，我们最初的想法是创造特定的三指手套，代表金属音乐的缩影。然后，我们将它们广泛发送给有影响力的人、记者和博客作者。活动描述我们的想法: 由于一个未被怀疑的金属头奶奶的故事和她的特殊礼物，制作了一部电影，让每个人都想起了 Metallica 的世代相传的力量，有点怪癖和很多心为她的孙子准备… 战略为了让尽可能多的人知道 Metallica 新专辑的发行，我们决定发起一场有创意和创新的活动。我们想做一种不同于通常在这种类型的产品上做的沟通。我们在一个简单的观察基础上建立了我们的策略: 金属风扇变老了，但不会改变!他们对摇滚的爱保持不变。事实上，当我们喜欢某样东西时，我们想把我们的激情传递给人们。因此，我们决定将金属音乐的终极象征 -- 双指手势 -- 放在我们运动的中心，以表明金属音乐永远不会变老。

金属手套

案例简介：Synopsis How do we turn the release of the latest Metallica album into an event in France, a country where Music charts have been dominated by teenage singers for years. Our challenge: catch the attention of the 18-35 year olds, without alienating the historic 35 to 65+ Metallica fans? Outcome The Facebook video reached 5 million views in 5 days without any media spent and 200 000 shares. On top of this, after the campaign Metallica new album became directly #1 on the album charts. Relevancy This campaign is a celebration of rock and metal music. We created a campaign worthy of interest for Metallica--one of the biggest symbol of this musical genre--and also for music, to a greater extent.Thanks to a creative and innovative concept, the new album release was a huge success. Execution We first created a Facebook video without media buying. Very quickly, our video was widely broadcasted on French TV. Then, it was the turn for the German and the American TVs to broadcast it. Our campaign was based on this video and the original idea we had was to create specific three-finger gloves which stand for the epitome of metal music. We then send them widely to influencers, journalists and bloggers. CampaignDescription Our idea : create a film that would remind everyone of the transgenerational power of Metallica with a bit of quirk and a lot of heart thanks to the story of an unsuspected metal-head grandma and the special gift she’s prepared for her grandson… Strategy In order to inform as many people as we could about the release of Metallica’s new album, we decided to launch a creative and innovative campaign. We wanted to do a different type of communication than what is usually done on this type of product.We built our strategy on a simple observation : Metal fans get old but don’t change ! Their love for rock remains unchanged. In fact, when we’re fan of something , we want to pass down our passion to people.We therefore decided to put at the center of our campaign the ultimate symbol of metal music, the two-finger gesture, in order to show that metal music never gets old.