Los Santos Pride|短视频|广告营销案例【ADGuider广告指南】

本案例默认翻译为中文，点击可切换回原语言

已切换成原语言，点击可翻译成中文

洛斯桑托斯骄傲

案例简介：活动描述为了跟随斯德哥尔摩骄傲传播爱和平等的使命 -- 我们在世界上最暴力的游戏之一 -- 侠盗猎车手 5 (GTA 5) 中创建了一个数字骄傲游行。洛斯桑托斯骄傲游行 -- 以游戏中的虚构城市命名 -- 是免费下载的，所以每个玩家都可以在游戏中拥有自己的数字骄傲游行。这个修改 (一个修改游戏的插件) 是与世界各地的真正的侠盗猎车手 5 粉丝一起创建的，并在 Youtube 和 Facebook 上发布了一个预告片。为了纪念奥兰多 Pulse 夜总会大规模枪击事件的受害者，整个游行被摧毁。为什么？因为爱将永远战胜仇恨。概要斯德哥尔摩骄傲仍然是斯堪的纳维亚自 1998年以来最大的骄傲节。该组织努力提高对 LGBT + 问题的认识，并为 LGBT + 人和 LGBT + 社区内的性别表达创造一个安全区。简而言之，斯德哥尔摩骄傲为一个爱与平等无处不在的世界而战。与此同时，游戏社区内部的问题最近被提出 -- 福布斯用他们的文章 “游戏文化反同性恋吗？” 总结了这一问题。"。我们的想法是利用这一点，将斯德哥尔摩骄傲的爱与平等的使命传播到一个新的地方 -- GTA 5 中的虚构城市洛斯桑托斯。结果洛斯桑托斯的骄傲立即在 Youtube 和 Facebook 的评论部分引发了一场辩论，成千上万的玩家聚集在一起讨论平等和代表性。许多评论揭示了社区中已经存在的同性恋恐惧症，以及这样的倡议的必要性。发射几小时后，国际媒体开始报道洛斯桑托斯的骄傲。从 Kotaku 、 Polygon 和 PC Gamer 等受人尊敬的游戏媒体到 BBC 、 Metro 和 NBC 等新闻媒体。该活动在推特和 Facebook 上有很大的传播，超过 35,000 的社交媒体份额。许多多产的公司和名人表达了他们对洛斯桑托斯骄傲的支持，比如通过他们的推特的 YouTube，英国广播公司的技术节目主持人凯特 · 拉塞尔和 GTA Rockstar 娱乐的创作者。 + 在 Youtube 和 Facebook 上的 600万次浏览 + 7000 次 mod 下载 + 来自 133 个国家的 35 000 次社交媒体访问执行为了创造洛斯桑托斯的骄傲，我们在粉丝论坛上搜索了人们加入我们的骄傲游行 mod 的创建。与一些最有才华的 GTA 5 业余代码脚本和纹理设计师合作，我们开始创造洛斯桑托斯的骄傲。我们创造了新车、定制服装、彩虹旗、面部油漆和写着 “爱来自各种颜色” 的标志。我们还在游行中加入了 GTA 5 的主要角色特雷弗、迈克尔和富兰克林。脚本编写过程快结束时，奥兰多发生的可怕枪击事件造成 49 人死亡，53 多人受伤。因此，我们决定让游行变得坚不可摧 -- 不是为了对游戏暴力说教，而是为了表明爱总是战胜仇恨。该 mod 是通过 Youtube 和 Facebook 上的视频预告片发布的，其中包括传奇的 BBC1 声音皮特 · 唐和瑞典制作人阿莱索的音乐。战略我们的策略是与粉丝社区一起创建 mod。这不仅可以确保更大的覆盖面，还可以确保信誉和质量。我们在 GTA 5 粉丝论坛上创建了线程，请求帮助为斯德哥尔摩骄傲制作一个骄傲游行模型。不久之后，我们收到了许多志愿者，包括 JulioNiB 和 8 位被认可的业余代码脚本师和 GTA 5 (所谓的 “机器”) 视频编辑。游行以不同种族和性别的活跃人群为特色，庆祝这座虚构城市的历史性一天。这是故意强调游戏缺乏多样性，但也为未来的游戏开发者和游戏开发者提供了更包容的思考方式。该游戏推出了官方预告片，播放了传奇 BBC1 主持人皮特 · 唐的声音，以及瑞典电子制作人阿莱索的音乐。他们的参与是为了最大限度地发挥公关潜力。

洛斯桑托斯骄傲

案例简介：CampaignDescription To follow Stockholm Pride’s mission to spread love and equality – we created a digital pride parade inside one of the most violent games in the world – Grand Theft Auto 5 (GTA 5). The Los Santos Pride parade – named after the fictional city within the game – was free to download, so every player could have their own digital pride parade inside the game. The modification (a plugin that modifies the game) was created together with real Grand Theft Auto 5 fans across the world and was launched with a trailer on Youtube and Facebook. To honour the victims of the mass shooting at Pulse nightclub in Orlando, the whole parade was made indestructible. Why? Because love will always triumph over hate. Synopsis Stockholm Pride remains the largest Pride Festival in Scandinavia since 1998. The organization strives to raise awareness for LGBT+ issues, and create a safe zone for LGBT+ people and the gender expressions within the LGBT+ community. In short, Stockholm Pride fights for a world where love and equality exists everywhere. At the same time, questions within the gaming community has lately been raised – Forbes summarizing it with their article “Is Gamer Culture Anti-Gay?”. Our idea was to tap into this and spread Stockholm Pride’s mission of love and equality to a new place – the fictional city of Los Santos inside GTA 5. Outcome Los Santos Pride instantly sparked a debate in the comment sections on Youtube and Facebook, where thousands of gamers gathered to discuss equality and representation. Many of the comments revealing the already existing homophobia within the community, and the need for initiatives like this. Hours after the launch international media started reporting on Los Santos Pride. From respected gaming media such as Kotaku, Polygon and PC Gamer to news outlets such as BBC, Metro and NBC. The campaign has had a significant spread on Twitter and Facebook, ticking up to over 35,000 social media shares. Many prolific companies and personalities have expressed their support for Los Santos Pride, such as YouTube via their Twitter, BBC tech show presenter Kate Russell and creators of GTA Rockstar Entertainment.+6 million views on Youtube and Facebook combined+7000 downloads of the mod+35 000 shares in social mediaVisits from 133 countries Execution In order to create Los Santos Pride, we searched in fan forums for people to join us in the creation of the pride parade mod. In collaboration with some of the most talented GTA 5 amateur code scripters and texture designers we started creating Los Santos Pride. We created new cars, custom made clothes, rainbow flags, face paint and signs saying “Love comes in all colors”. We also included GTA 5’s main characters Trevor, Michael and Franklin in the parade. Towards the end of the scripting process, the horrific shooting in Orlando left 49 people dead and over 53 others injured. Therefore we decided to make the parade indestructible – not to moralize over gaming violence but to rather show that love always triumph hate. The mod was released via a video trailer on Youtube and Facebook, featuring legendary BBC1 voice Pete Tong and the music from Swedish producer Alesso. Strategy Our strategy was to create the mod together with the fan community. This would not only ensure a bigger reach, but also credibility and quality. We created threads on GTA 5 fan forums asking for help in making a pride parade mod for Stockholm Pride. Shortly after we received lots of volunteers, including JulioNiB and 8-Bit Bastard – recognized amateur code scripters and video editors in GTA 5 (so called ‘machinima’). The parade features a lively crowd of different races and genders celebrating the historic day in the fictional city. This was made deliberately to highlight the lack of diversity in gaming, but also pave way for future modders and game developers to think more inclusive. The game was launched with an official trailer, featuring the voice of legendary BBC1 host Pete Tong. and music from Swedish electronic producer Alesso. Their participation was included to maximize the PR potential.