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见见沃尔特
案例简介：概要 情况: 自从在最初的外星人电影中引入机器人以来，人工智能已经成为一种文化现实，并继续在我们的社会中发挥作用。那么，我们如何引入一种虚构的人工智能，这种人工智能会感觉足够真实，能够存在于当今不断发展的技术环境中？我们如何让这个角色在人类层面上吸引人？ 简介: 介绍沃尔特，一系列标志性合成机器人中的最新成员, 以一种吸引观众注意力的方式，让他们与本质上是智能机器的东西形成情感纽带。目标: 与一家现实世界的科技公司合作，通过产品发布视频将沃尔特定位为人工智能的最新突破，并创建一个平台，让观众了解沃尔特并与沃尔特互动他自己。 战略 对于《异形: 圣约》，《遇见沃尔特》视频和周边活动被精心构建，以融入围绕人工智能的文化对话。我们与现实世界的技术公司 AMD 合作，在新一代数字消费者面前拍摄这部电影，这些消费者与外星人的特许经营权没有现有关系。对 AMD 来说，这项努力旨在以一种全新的方式表达他们深奥的 CPU 和 GPU 产品，同时渗透更广泛的文化对话。 执行 我们推出了 Meet Walter 发布会，并在工作室和品牌频道上发布了一段怪异的 15 秒邀请视频。它邀请了粉丝、媒体和观众来保存大揭露的日期。我们随后发布了官方沃尔特产品海报，突出了 android 的关键细节。在这个重要的日子，我们在 SXSW 首次推出了 2 分钟的沃尔特产品视频发布会，并举办了一个特别的粉丝活动，包括雷德利 · 斯科特、迈克尔 · 法斯宾德和 AMD 首席执行官丽莎 · 苏。该视频随后在关键的数字和社交渠道上发布，由娱乐、科技、广告和电影领域的主要媒体进行协调报道。所有内容都将观众带到一个会见沃尔特的网站，在那里游客可以回顾沃尔特的特点，并保留他们自己的合成伴侣。我们与推特合作，通过自动响应活动扩展体验，向粉丝提供沃尔特本人的个性化视频信息。 结果 会见沃尔特运动取得了重大成功。该产品视频在数字平台上获得了 1000万多次视频观看，并被 140 多家新闻媒体报道。它实现了惊人的 72% 的 YouTube 保留率和 29% 的 Facebook 参与率 (相对于 25% 的电影预告片平均基准)。在视频和支持内容之间，沃尔特遇到了人们的谈话。这是 Reddit 电影的第二大热门话题，并提供了 400万多次社交活动。根据 ListenFirst 的数字收视率，《遇见沃尔特》是最受关注的戏剧发行，超过了洛根和《美女与野兽》。这也是 AMD 的一个明显的成功。沃尔特发射后的第二天，AMD 看到他们的股票上涨。投资者将此次合作视为该公司致力于人工智能创新的光辉典范。 活动描述 Walter 是一个模仿现实世界技术发布的产品发布视频。它介绍了沃尔特 (迈克尔 · 法斯宾德) 作为一个可定制的安卓系统，已经进行了调整，以提供最佳的服务体验。沃尔特不叛逆。在一个偏远的 Weyland-Yutani 研究实验室，一对匿名生物工程师产生了一个合成生物。视频显示了他的身体在一种基于蛋白质的液体中编译和培养。大会的高潮是将 AMD 大脑芯片放入头骨。怀孕后，最终产品被披露: 沃尔特。我们还建立了一种新的伙伴关系，可以引领电影制片厂和品牌之间未来的合作。传统上，伙伴关系是在电影完成后建立的。我们在生产开始时建立了一种关系，以创造一种对双方都有利的更自然、有机的结果，并在整个发展阶段为创意提供信息。
见见沃尔特
案例简介：Synopsis Situation: Since the introduction of androids in the original Alien film, artificial intelligence has become a cultural reality and continues to gain function in our society. So how do we introduce a fictional A.I. that will feel real enough to exist in today’s ever-evolving technological landscape? And how do we make that character appealing on a human level?Brief: Introduce Walter, the latest in a line of iconic synthetic androids, in a manner that will capture the audience’s attention and allow them to form an emotional bond to what is essentially a smart machine. Objective: Collaborate with a real-world tech company to position Walter as the latest breakthrough in artificial intelligence with a product launch video and create a platform that would allow the audience to get to know and interact with Walter himself. Strategy For Alien: Covenant, the Meet Walter video and surrounding campaign were carefully constructed to lean into a cultural conversation around artificial intelligence. We partnered with a real-world technology company, AMD, to get the film in front of a new generation of digital consumers that did not have an existing relationship with the Alien franchise. For AMD, the effort was designed to articulate their esoteric CPU and GPU products in an entirely new way, while penetrating a broader cultural dialogue. Execution We introduced the Meet Walter launch with an eerie 15-second invitation video posted across studio and brand channels. It invited fans, press and audiences to save the date of the big reveal. We followed with an official Walter product poster that highlighted key details about the android. On the big day, we debuted the 2-minute Walter product video launch at SXSW with a special fan event featuring Ridley Scott, Michael Fassbender and AMD CEO Lisa Su. The video then launched across key digital and social channels with coordinated coverage from major outlets across the worlds of entertainment, tech, advertising and film. All content drove audiences to a Meet Walter website where visitors could review Walter’s features and reserve their very own synthetic companion. We partnered with Twitter to extend the experience with an auto-response campaign that delivered fans personalized video messages from Walter himself. Outcome The Meet Walter campaign was a major success. The product video garnered more than 10 million video views across digital platforms and was covered by more than 140 press outlets. It achieved a stunning 72% YouTube retention rate as well as a 29% Facebook engagement rate (vs. a 25% movie trailer average benchmark). Between the video and supporting content, Meet Walter had people talking. It was the #2 trending topic on Reddit movies and delivered more than 4 million social engagements. According to ListenFirst’s Digital Audience Ratings, Meet Walter was the #1 most talked-about theatrical release—outpacing Logan and Beauty and the Beast. It was also a clear success for AMD. The day after the Walter launch, AMD saw their stock climb. Investors saw the partnership as a shining example of the company’s dedication to innovation in artificial intelligence. CampaignDescription Meet Walter is a product launch video modeled after real-world tech launches. It introduces Walter (Michael Fassbender) as a customizable android that’s been tweaked to deliver the optimal service experience. Walter doesn’t rebel. Set in a remote Weyland-Yutani research lab, a pair of anonymous bioengineers incept a synthetic being. The video shows his physical body compiled and cultured in a protein-based liquid. The assembly culminates with the placement of an AMD brain chip into the skull. After gestating, the final product is revealed: Walter. We also established a new kind of partnership that could lead the way for future collaborations between film studios and brands. Traditionally, partnerships are created after the film is complete. We forged a relationship at the start of production to create a more natural, organic outcome that was mutually beneficial for both sides—and to have that inform the creative throughout all stages of development.
Meet Walter
案例简介：概要 情况: 自从在最初的外星人电影中引入机器人以来，人工智能已经成为一种文化现实，并继续在我们的社会中发挥作用。那么，我们如何引入一种虚构的人工智能，这种人工智能会感觉足够真实，能够存在于当今不断发展的技术环境中？我们如何让这个角色在人类层面上吸引人？ 简介: 介绍沃尔特，一系列标志性合成机器人中的最新成员, 以一种吸引观众注意力的方式，让他们与本质上是智能机器的东西形成情感纽带。目标: 与一家现实世界的科技公司合作，通过产品发布视频将沃尔特定位为人工智能的最新突破，并创建一个平台，让观众了解沃尔特并与沃尔特互动他自己。 战略 对于《异形: 圣约》，《遇见沃尔特》视频和周边活动被精心构建，以融入围绕人工智能的文化对话。我们与现实世界的技术公司 AMD 合作，在新一代数字消费者面前拍摄这部电影，这些消费者与外星人的特许经营权没有现有关系。对 AMD 来说，这项努力旨在以一种全新的方式表达他们深奥的 CPU 和 GPU 产品，同时渗透更广泛的文化对话。 执行 我们推出了 Meet Walter 发布会，并在工作室和品牌频道上发布了一段怪异的 15 秒邀请视频。它邀请了粉丝、媒体和观众来保存大揭露的日期。我们随后发布了官方沃尔特产品海报，突出了 android 的关键细节。在这个重要的日子，我们在 SXSW 首次推出了 2 分钟的沃尔特产品视频发布会，并举办了一个特别的粉丝活动，包括雷德利 · 斯科特、迈克尔 · 法斯宾德和 AMD 首席执行官丽莎 · 苏。该视频随后在关键的数字和社交渠道上发布，由娱乐、科技、广告和电影领域的主要媒体进行协调报道。所有内容都将观众带到一个会见沃尔特的网站，在那里游客可以回顾沃尔特的特点，并保留他们自己的合成伴侣。我们与推特合作，通过自动响应活动扩展体验，向粉丝提供沃尔特本人的个性化视频信息。 结果 会见沃尔特运动取得了重大成功。该产品视频在数字平台上获得了 1000万多次视频观看，并被 140 多家新闻媒体报道。它实现了惊人的 72% 的 YouTube 保留率和 29% 的 Facebook 参与率 (相对于 25% 的电影预告片平均基准)。在视频和支持内容之间，沃尔特遇到了人们的谈话。这是 Reddit 电影的第二大热门话题，并提供了 400万多次社交活动。根据 ListenFirst 的数字收视率，《遇见沃尔特》是最受关注的戏剧发行，超过了洛根和《美女与野兽》。这也是 AMD 的一个明显的成功。沃尔特发射后的第二天，AMD 看到他们的股票上涨。投资者将此次合作视为该公司致力于人工智能创新的光辉典范。 活动描述 Walter 是一个模仿现实世界技术发布的产品发布视频。它介绍了沃尔特 (迈克尔 · 法斯宾德) 作为一个可定制的安卓系统，已经进行了调整，以提供最佳的服务体验。沃尔特不叛逆。在一个偏远的 Weyland-Yutani 研究实验室，一对匿名生物工程师产生了一个合成生物。视频显示了他的身体在一种基于蛋白质的液体中编译和培养。大会的高潮是将 AMD 大脑芯片放入头骨。怀孕后，最终产品被披露: 沃尔特。我们还建立了一种新的伙伴关系，可以引领电影制片厂和品牌之间未来的合作。传统上，伙伴关系是在电影完成后建立的。我们在生产开始时建立了一种关系，以创造一种对双方都有利的更自然、有机的结果，并在整个发展阶段为创意提供信息。
Meet Walter
案例简介：Synopsis Situation: Since the introduction of androids in the original Alien film, artificial intelligence has become a cultural reality and continues to gain function in our society. So how do we introduce a fictional A.I. that will feel real enough to exist in today’s ever-evolving technological landscape? And how do we make that character appealing on a human level?Brief: Introduce Walter, the latest in a line of iconic synthetic androids, in a manner that will capture the audience’s attention and allow them to form an emotional bond to what is essentially a smart machine. Objective: Collaborate with a real-world tech company to position Walter as the latest breakthrough in artificial intelligence with a product launch video and create a platform that would allow the audience to get to know and interact with Walter himself. Strategy For Alien: Covenant, the Meet Walter video and surrounding campaign were carefully constructed to lean into a cultural conversation around artificial intelligence. We partnered with a real-world technology company, AMD, to get the film in front of a new generation of digital consumers that did not have an existing relationship with the Alien franchise. For AMD, the effort was designed to articulate their esoteric CPU and GPU products in an entirely new way, while penetrating a broader cultural dialogue. Execution We introduced the Meet Walter launch with an eerie 15-second invitation video posted across studio and brand channels. It invited fans, press and audiences to save the date of the big reveal. We followed with an official Walter product poster that highlighted key details about the android. On the big day, we debuted the 2-minute Walter product video launch at SXSW with a special fan event featuring Ridley Scott, Michael Fassbender and AMD CEO Lisa Su. The video then launched across key digital and social channels with coordinated coverage from major outlets across the worlds of entertainment, tech, advertising and film. All content drove audiences to a Meet Walter website where visitors could review Walter’s features and reserve their very own synthetic companion. We partnered with Twitter to extend the experience with an auto-response campaign that delivered fans personalized video messages from Walter himself. Outcome The Meet Walter campaign was a major success. The product video garnered more than 10 million video views across digital platforms and was covered by more than 140 press outlets. It achieved a stunning 72% YouTube retention rate as well as a 29% Facebook engagement rate (vs. a 25% movie trailer average benchmark). Between the video and supporting content, Meet Walter had people talking. It was the #2 trending topic on Reddit movies and delivered more than 4 million social engagements. According to ListenFirst’s Digital Audience Ratings, Meet Walter was the #1 most talked-about theatrical release—outpacing Logan and Beauty and the Beast. It was also a clear success for AMD. The day after the Walter launch, AMD saw their stock climb. Investors saw the partnership as a shining example of the company’s dedication to innovation in artificial intelligence. CampaignDescription Meet Walter is a product launch video modeled after real-world tech launches. It introduces Walter (Michael Fassbender) as a customizable android that’s been tweaked to deliver the optimal service experience. Walter doesn’t rebel. Set in a remote Weyland-Yutani research lab, a pair of anonymous bioengineers incept a synthetic being. The video shows his physical body compiled and cultured in a protein-based liquid. The assembly culminates with the placement of an AMD brain chip into the skull. After gestating, the final product is revealed: Walter. We also established a new kind of partnership that could lead the way for future collaborations between film studios and brands. Traditionally, partnerships are created after the film is complete. We forged a relationship at the start of production to create a more natural, organic outcome that was mutually beneficial for both sides—and to have that inform the creative throughout all stages of development.
见见沃尔特
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Meet Walter
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基本信息
- 广告战役： #20世纪福克斯-网络-5d72#
- 广告品牌： 20世纪福克斯
- 发布日期： 2000
- 行业领域： 影音娱乐 , 商务服务
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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