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        Madden Nfl 15短视频广告营销案例

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        Madden Nfl 15

        案例简介：执行 这是 Madden 季 -- 一个以玩家最喜欢的名人、运动员和流行文化为特色的音乐视频。由凯文·哈特和戴夫 · 弗兰科主演的《终极劲爆对决》。在佛朗哥的房子被烧毁的派对上，两人交换了垃圾谈话和恶作剧，然后坐下来玩 Madden。？Madden GIFERATOR -- 在每一场 NFL 比赛中，Madden GIFERATOR 将 NFL 的实时数据与 Madden 15 的游戏镜头融合在一起，生成一个实时的 GIFS 流，根据粉丝最喜欢的球队个性化。粉丝们也能够创作和发送他们自己的竞争主题 gif。 结果 在最初的几周内，马登赛季活动大大超出了所有的预期 + EA 的最疯狂的梦想:-马登赛季获得了 36 毫米的浏览量 (迄今为止) 在 Facebook 和 YouTube 上，Giferator 是谷歌上搜索最多的第四名就在《冰雪奇缘》 618,880 动画 gif 由粉丝创作之后，销量上升了 14%，而类别销量下降了 13%，Madden 15 经历了特许经营历史上最好的销售年份, 成为 2014年的第二畅销游戏 战略 Madden NFL 是电子游戏历史上最成功的 (美国) 足球特许经营。但是 25 年后，Madden 已经失去了与年轻玩家的联系 (12-24)。Madden 的核心消费者是喜欢竞争的人。对他们来说，电子游戏归结为一件事: 满足获胜的需要。每一次胜利都是一个机会，可以在社交媒体上吹嘘他们史诗般的胜利。和朋友一起玩 Madden 将竞争变成了竞争，这些竞争增加了每场比赛的赌注。这种洞察力启发了我们的战略: 竞争提升了一切。我们通过创建 Madden 季 (一个以凯文 · 哈特和戴夫 · 佛朗哥之间的史诗般的竞争为特色的超顶级音乐视频)，将竞争扩展到我们目标的兴趣线上和整个 NFL 赛季一个交互式 GIF 创建者，我们的观众可以用它在互联网上传播垃圾对话。 简要解释 2013 年，Madden 经历了我们品牌历史上最严重的销售下降。在诊断问题时，我们发现 Madden 的买家老化了，比其他最畅销的电子游戏大 4 岁。如果我们不迅速增加我们的青少年观众，我们将迎来又一个灾难性的一年，并有可能变得默默无闻。为了阻止这种自由落体，我们开始重塑我们营销游戏的方式: 使用顶级音乐视频、 Vine 和 YouTube 影响者,还有一个动画 GIF 引擎，反映了青少年的内部语言，并成为自己的互联网迷因。最终，我们超越了足球，将 Madden 深深地融入了文化 -- 反映了我们观众的兴趣 & 成为他们语言的一部分。如此之多，以至于他们为我们传播了我们的信息，帮助我们恢复了最畅销游戏的地位, 在 Madden 25 年历史上，这是我们最赚钱的一年 -- 所有这一切都让新一代游戏玩家进入 Madden 疯狂。

        Madden Nfl 15

        案例简介：Execution It’s Madden Season – A music video featuring gamers’ favorite celebrities, athletes and pop culture references. It starred Kevin Hart and Dave Franco engaging in the ultimate Madden rivalry. The two traded trash talk and pranks, before sitting down to play Madden during a party in which Franco’s house burns down. ?Madden GIFERATOR – During every NFL game, the Madden GIFERATOR fused live NFL data with Madden 15 game footage to generate a live stream of GIFS that were personalized to fans based on their favorite teams. Fans were also able to create and send their own rivalry-themed GIFs. Outcome Within the first few weeks, the Madden Season campaign greatly exceeded all expectations + EA’s wildest dreams:- Madden Season earned 36MM views (to-date) on Facebook and YouTube- Giferator was the #4 most searched-for GIF on Google, just after Frozen- 618,880 animated GIFs were created by fans- Sales went up 14% while category sales declined 13%- Madden 15 experienced its best sales year in franchise history, becoming the #2 selling game of 2014 Strategy Madden NFL is the most successful (American) football franchise in video game history. But after 25 years, Madden had lost relevance among a prominent group of younger gamers (12-24).Madden’s core consumers are guys who love to compete. For them, video games come down to one thing: feeding the need to win. And every win is an opportunity to take to social media to brag about their epic victories. Playing Madden with friends turns a competition into a rivalry, and these rivalries increase the stakes of every match. This insight inspired our strategy: Rivalry Elevates Everything.We extended rivalry across our target’s interests online and throughout the entire NFL season by creating Madden Season—an over-the-top music video featuring an epic rivalry between Kevin Hart and Dave Franco—and an interactive GIF creator that our audience could use to spread trash talk across the Internet. Brief Explanation In 2013, Madden experienced the worst sales decline in our brand’s history.In diagnosing the problem, we discovered that Madden’s buyer was aging out, and was 4 years older than the other top-selling video games. If we didn’t grow our teen audience, and fast, wewould record another disastrous year and risk fading into obscurity.To stop the free-fall, we set out to reinvent how we marketed our game: using an over-the-top music video, Vine and YouTube Influencers, and an animated GIF engine that mirrored insider language of teens and became its own Internet meme.In the end, we moved beyond football to embed Madden deeply into culture—mirroring our audience's interests & becoming a part of their language. So much so, that they spread our message for us, helping to restore our place as a top-selling game, leading to our most profitable year in Madden’s 25-year history—all while ushering in a new generation of gamers into the Madden madness.

        Madden Nfl 15

        案例简介：执行 这是 Madden 季 -- 一个以玩家最喜欢的名人、运动员和流行文化为特色的音乐视频。由凯文·哈特和戴夫 · 弗兰科主演的《终极劲爆对决》。在佛朗哥的房子被烧毁的派对上，两人交换了垃圾谈话和恶作剧，然后坐下来玩 Madden。？Madden GIFERATOR -- 在每一场 NFL 比赛中，Madden GIFERATOR 将 NFL 的实时数据与 Madden 15 的游戏镜头融合在一起，生成一个实时的 GIFS 流，根据粉丝最喜欢的球队个性化。粉丝们也能够创作和发送他们自己的竞争主题 gif。 结果 在最初的几周内，马登赛季活动大大超出了所有的预期 + EA 的最疯狂的梦想:-马登赛季获得了 36 毫米的浏览量 (迄今为止) 在 Facebook 和 YouTube 上，Giferator 是谷歌上搜索最多的第四名就在《冰雪奇缘》 618,880 动画 gif 由粉丝创作之后，销量上升了 14%，而类别销量下降了 13%，Madden 15 经历了特许经营历史上最好的销售年份, 成为 2014年的第二畅销游戏 战略 Madden NFL 是电子游戏历史上最成功的 (美国) 足球特许经营。但是 25 年后，Madden 已经失去了与年轻玩家的联系 (12-24)。Madden 的核心消费者是喜欢竞争的人。对他们来说，电子游戏归结为一件事: 满足获胜的需要。每一次胜利都是一个机会，可以在社交媒体上吹嘘他们史诗般的胜利。和朋友一起玩 Madden 将竞争变成了竞争，这些竞争增加了每场比赛的赌注。这种洞察力启发了我们的战略: 竞争提升了一切。我们通过创建 Madden 季 (一个以凯文 · 哈特和戴夫 · 佛朗哥之间的史诗般的竞争为特色的超顶级音乐视频)，将竞争扩展到我们目标的兴趣线上和整个 NFL 赛季一个交互式 GIF 创建者，我们的观众可以用它在互联网上传播垃圾对话。 简要解释 2013 年，Madden 经历了我们品牌历史上最严重的销售下降。在诊断问题时，我们发现 Madden 的买家老化了，比其他最畅销的电子游戏大 4 岁。如果我们不迅速增加我们的青少年观众，我们将迎来又一个灾难性的一年，并有可能变得默默无闻。为了阻止这种自由落体，我们开始重塑我们营销游戏的方式: 使用顶级音乐视频、 Vine 和 YouTube 影响者,还有一个动画 GIF 引擎，反映了青少年的内部语言，并成为自己的互联网迷因。最终，我们超越了足球，将 Madden 深深地融入了文化 -- 反映了我们观众的兴趣 & 成为他们语言的一部分。如此之多，以至于他们为我们传播了我们的信息，帮助我们恢复了最畅销游戏的地位, 在 Madden 25 年历史上，这是我们最赚钱的一年 -- 所有这一切都让新一代游戏玩家进入 Madden 疯狂。

        Madden Nfl 15

        案例简介：Execution It’s Madden Season – A music video featuring gamers’ favorite celebrities, athletes and pop culture references. It starred Kevin Hart and Dave Franco engaging in the ultimate Madden rivalry. The two traded trash talk and pranks, before sitting down to play Madden during a party in which Franco’s house burns down. ?Madden GIFERATOR – During every NFL game, the Madden GIFERATOR fused live NFL data with Madden 15 game footage to generate a live stream of GIFS that were personalized to fans based on their favorite teams. Fans were also able to create and send their own rivalry-themed GIFs. Outcome Within the first few weeks, the Madden Season campaign greatly exceeded all expectations + EA’s wildest dreams:- Madden Season earned 36MM views (to-date) on Facebook and YouTube- Giferator was the #4 most searched-for GIF on Google, just after Frozen- 618,880 animated GIFs were created by fans- Sales went up 14% while category sales declined 13%- Madden 15 experienced its best sales year in franchise history, becoming the #2 selling game of 2014 Strategy Madden NFL is the most successful (American) football franchise in video game history. But after 25 years, Madden had lost relevance among a prominent group of younger gamers (12-24).Madden’s core consumers are guys who love to compete. For them, video games come down to one thing: feeding the need to win. And every win is an opportunity to take to social media to brag about their epic victories. Playing Madden with friends turns a competition into a rivalry, and these rivalries increase the stakes of every match. This insight inspired our strategy: Rivalry Elevates Everything.We extended rivalry across our target’s interests online and throughout the entire NFL season by creating Madden Season—an over-the-top music video featuring an epic rivalry between Kevin Hart and Dave Franco—and an interactive GIF creator that our audience could use to spread trash talk across the Internet. Brief Explanation In 2013, Madden experienced the worst sales decline in our brand’s history.In diagnosing the problem, we discovered that Madden’s buyer was aging out, and was 4 years older than the other top-selling video games. If we didn’t grow our teen audience, and fast, wewould record another disastrous year and risk fading into obscurity.To stop the free-fall, we set out to reinvent how we marketed our game: using an over-the-top music video, Vine and YouTube Influencers, and an animated GIF engine that mirrored insider language of teens and became its own Internet meme.In the end, we moved beyond football to embed Madden deeply into culture—mirroring our audience's interests & becoming a part of their language. So much so, that they spread our message for us, helping to restore our place as a top-selling game, leading to our most profitable year in Madden’s 25-year history—all while ushering in a new generation of gamers into the Madden madness.

        Madden Nfl 15

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        Madden Nfl 15

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