The New York Times Virtual Reality Launch Campaign (nyt Vr)|短视频,活动|广告营销案例【ADGuider广告指南】

纽约时报虚拟现实发布活动 (nyt Vr)

案例简介：结果自发布以来，NYT VR应用程序已下载了超过500万次，这是《纽约时报》历史上最快采用的应用程序，拥有超过1.5万个视频流。自发布以来，已在Google Cardboard模式下查看了5% 的总视图。在发布后的五天内，超过3,700人使用 # NYTVR标签发送了推文，我们在发布时从65个新闻媒体中产生了新闻。战略为了将虚拟现实带给大众-从《纽约时报》送货上门的订户开始-我们想展示这项技术的身临其境，以及它如何使故事不受观看电影屏幕或手机的限制。此外，由于我们的品牌原则和高质量的新闻报道，没有人能更好地通过虚拟现实向消费者传达对另一个世界的沉浸式认识。我们摘下眼罩。执行我们能够将虚拟现实的身临其境带入生活，并通过利用印刷的多渠道综合运动来吸引人们参与体验，包括《纽约时报》有史以来最大的照片，数字和社交利用不同的设计工艺，包括插图和摄影。概要 2015年11月，《纽约时报》 (New York Times Magazine) 发行了第一部虚拟现实电影《流离失所者》，讲述了三名难民儿童被战争赶出家园的故事。不仅是革命性的主题，而且是革命性的形式: 虚拟现实。我们的任务是促进《泰晤士报》进入虚拟现实，但也通过将100万的Google Cardboard设备放到全国100万纽约时报送货上门的用户的家门口，将虚拟现实带给大众。我们的订户在一个星期天早上醒来，在他们家门口找到了通往世界的窗户。每天，我们把世界带给我们的读者，但是那个星期天，我们把我们的读者带给了世界。活动描述虚拟现实被认为是花哨的，一种新颖的东西，专门用于幻想和游戏世界; 当然不是新闻的格式。为了挑战这些信念，我们想向读者展示虚拟现实如何让您体验到纸张或屏幕上文字以外的东西。我们发现插图是实现这一目标的有效媒介; 我们采取了一种轻松，有趣和直接的方法，通过在空间中展示角色，在辩论的后台以及在其他只有虚拟现实才能吸引您的读者尝试体验的地方向读者介绍虚拟现实。另外，为了宣传 “流离失所者” 电影，我们着重拍摄了三个难民儿童在曾经是他们家园的残骸中或在他们最终流离失所的地方的有力而令人敬畏的照片。

纽约时报虚拟现实发布活动 (nyt Vr)

案例简介：Outcome Since launch, there have been over 500K downloads of the NYT VR app — the quickest adoption of an app in New York Times history — with over 1.5M video streams. Seventy-five percent of the total views since launch have been viewed in Google Cardboard mode. Within five days of launch, over 3,700 people sent tweets using the #NYTVR hashtag and we generated press from over 65 news outlets at launch. Strategy To bring virtual reality to the masses — starting with New York Times home delivery subscribers — we wanted to showcase the immersiveness of the technology and how it enables stories without the limitations you would get from looking at a movie screen or your mobile phone. Additionally, because of our brand principles and our high-quality journalism, no one is better equipped to deliver an immersive awareness of another world to consumers through virtual reality. We take the blinders off. Execution We were able to bring the immersiveness of virtual reality to life and entice people to engage with the experience using a multichannel, integrated campaign that leveraged print, including the largest photo ever printed in The New York Times, digital and social utilizing different design crafts including illustration and photography. Synopsis In November 2015, The New York Times Magazine released its first virtual reality film, “The Displaced” — a story of three refugee children driven from their homes by war. Not only was this revolutionary subject matter, but also in a revolutionary format: virtual reality. We were tasked with promoting the entry of The Times into virtual reality, but also with bringing virtual reality to the masses by dropping one million Google Cardboard devices onto the doorsteps of one million New York Times home delivery subscribers across the country. Our subscribers woke up one Sunday morning to find a window onto the world on their doorstep. Every day, we bring the world to our readers, but that Sunday, we brought our readers to the world. Campaign Description Virtual reality was seen as gimmicky, a novelty, something used exclusively in the fantasy and gaming worlds; certainly not as a format for the news. To challenge those beliefs, we wanted to show our readers how virtual reality allows you to experience something beyond the words on the paper or screen before you. We found illustration to be an effective medium to achieve that; we took a lighthearted, fun and straightforward approach to introduce our readers to virtual reality by showcasing a character in space, backstage at a debate and in other places that only virtual reality can take you to entice our readers to try the experience. Alternatively, to promote “The Displaced” film, we focused on the powerful and awe-inspiring photographs of three refugee children in the wreckage of what used to be their homes, or in the locations where they were ultimately displaced.