Home Alone Again with the Google Assistant|海报/平面|广告营销案例【ADGuider广告指南】

再次独自在家与谷歌助手

案例简介：为什么这项工作与娱乐相关？就在假期前，谷歌给了世界一份意想不到的礼物。我们带回了麦考利 · 卡尔金，他在家里独自扮演凯文 · 麦卡利斯特 -- 这次是在他的谷歌助手的帮助下。这部电影风靡一时，在最初的 24 小时内获得了超过 3600万的浏览量，成为 YouTube 上排名第一的热门视频。它甚至在谷歌搜索上出现了趋势。到活动结束时，该视频的浏览量超过 3.59亿次，被 3,000 多家不同的媒体覆盖，并迅速成为谷歌历史上最受欢迎的视频。背景在 2017，我们注意到在 2017 假期期间购买和赠送的支持 Google Assistant 的设备数量与实际激活的设备数量之间存在差距。考虑到 2018 的假日季节，我们这次活动的目标是通过有天赋的设备推动激活和参与，并以令人难忘的假日作品继续我们的 Make Google Do It 活动的势头。描述创意 2018 被证明是 90 年代怀旧的一年。着眼于假日季节，我们通过重新想象 90 年代的顶级假日电影之一: 独自在家，给了世界一份属于我们自己的礼物。我们与最了解这部标志性电影的人麦考利 · 卡尔金合作重新制作了这部电影。现年 38 岁的他重新扮演了凯文 · 麦卡利斯特的经典角色 -- 这一次，他完全有能力用他的谷歌助手和一系列谷歌设备来挫败湿婆。为了向原版电影致敬，我们重现了经典场景,密切关注每一个场景细节，使用相同的镜头和摄像技术，确保新镜头与原始电影中的场景无缝混合。近 30 年后，我们与麦考利密切合作，精心制作最能体现他的角色凯文和经典家居的演变的线条。描述策略近年来，智能家居设备是节日期间最有天赋的物品，我们的活动旨在让人们兴奋地激活和使用他们的新谷歌助手礼物。我们将一系列 Google 设备 (Google Home Mini 、 Google Home Hub 和 Pixel 3 XL) 无缝集成到经典的 Home Alone 电影场景中,授权凯文 · 麦卡利斯特充分利用他的一天，保护他的家免受湿强盗的袭击 -- 所有这些都不用动一根手指。描述执行就在圣诞节假期前，麦考利 · 卡尔金在推特上向全世界宣布了这项工作，随后是《今日秀》、 Buzzfeed 和 CNET 的独家报道。在这部电影在有机数字发布的头几天迅速流行之后，我们的付费媒体计划开始保持势头。该节目在 2018 年剩余时间里在电影院、广播、数字和社交频道播出，并在圣诞节篮球比赛和橄榄球碗比赛期间播出。为了取悦现有的谷歌助手用户，我们对家庭单独相关命令发布了有限时间的复活节彩蛋响应。例如，用户可以问 “嘿，谷歌，我忘了什么吗？” 助手会回放原始电影中的史诗 “kevinnnnnnnnnnnnn” 尖叫。描述结果这场运动像病毒一样传播开来。在发布的前 24 小时内，它获得了超过 3600万的浏览量和 382,000 次提及，迅速飙升至 YouTube 上排名第一的热门视频 -- 所有这些都是有机的。它甚至在谷歌搜索上出现了趋势。人们在搜索广告。截至活动结束时，该作品被观看超过 3.59亿次，视频完成率为 88%。3,000 多家不同的媒体报道了全球的这项工作。这段视频很快成为谷歌历史上最受欢迎的视频，并在整个 2018 年产生了最大的正面谷歌提及。最后，该活动真正违背了简报，在激活新用户方面提高了 5 倍的效率 (迄今为止，美国助理品牌活动的每次收购成本最低)。

再次独自在家与谷歌助手

案例简介：Why is this work relevant for Entertainment? Google gave the world an unexpected gift right before the holidays. We brought back Macaulay Culkin in his beloved role as Kevin McCallister in Home Alone—this time, with help from his Google Assistant. The film went viral, racking up over 36 million views and becoming the #1 trending video on YouTube within the first 24 hours. It even trended on Google Search. By the end of the campaign, the video reached over 359 million views, was covered by over 3,000 different media outlets, and quickly became the most liked video in Google’s history. Background In 2017, we noticed a gap between the number of Google Assistant-enabled devices that were purchased and gifted during the 2017 holiday season and the number of devices actually activated. With the 2018 holiday season in mind, our goal for this campaign was to drive activation and engagement across devices gifted and continue the momentum of our Make Google Do It campaign with a memorable holiday piece. Describe the creative idea 2018 proved to be a year of 90's nostalgia. With an eye toward the holiday season, we gave the world a gift of our own by reimagining one of the top holiday movies from the 90's: Home Alone. We recreated the iconic film in partnership with the person who knows it best, Macaulay Culkin. Now 38, he reprised his classic role as Kevin McCallister—this time, well equipped to thwart the Wet Bandits with his Google Assistant and an array of Made by Google devices. In homage to the original film, we recreated classic scenes, paying close attention to every set detail and using the same lenses and camera techniques to ensure that the new footage mixed seamlessly with scenes from the original film. We partnered closely with Macaulay to craft lines that best embodied the evolution of his character Kevin and classic Home Alone moments almost 30 years later. Describe the strategy In recent years, smart home devices are some of the most gifted items around the holidays, and our campaign was designed to get people excited to activate and use their new Google Assistant gifts. We seamlessly integrated a range of Made by Google devices (Google Home Mini, Google Home Hub, and Pixel 3 XL) into classic scenes of the iconic Home Alone film, empowering Kevin McCallister to make the most of his day and defend his home from the Wet Bandits—all without lifting a finger. Describe the execution Launching right before the Christmas holiday, Macaulay Culkin announced the work to the world on Twitter, quickly followed by exclusive coverage on the Today Show, Buzzfeed and CNET. After the film went viral in the first few days of the organic digital launch, our paid media plan kicked in to sustain momentum. The spot ran in cinema, on broadcast, digital and social channels for the remainder of 2018, with additional coverage on air during Christmas day basketball games and football bowl games. To delight existing Google Assistant users, we launched limited time Easter Egg responses to Home Alone related commands. For example, users could ask “Hey Google, did I forget something?” to which the Assistant would play back the epic “KEVINNNNNNNNNN” scream from the original movie. Describe the outcome The campaign went viral. Within the first 24 hours of launch, it racked up over 36 million views and 382,000 mentions, quickly skyrocketing to the #1 trending video on YouTube—all organically. It even trended on Google Search. People were searching for an ad. By the end of the campaign, the work was viewed over 359 million times with a video completion rate of 88%. Over 3,000 different media outlets covered the work worldwide. This video quickly became the most liked in Google’s history and generated the largest spike in positive Google mentions in all of 2018. Lastly, the campaign truly delivered against the brief, driving 5x more efficiency in activating new users (at the lowest cost per acquisition in US Assistant brand campaigns to date).