im2.0互动营销上海: 百威 皇者之力
2012/9/20 0:00:007193

HIGH LIGHTS
新浪微博,人人网,以及手机或SNS站点多平台登录互动,实现多平台数据打通。
电脑与手机app双屏联机的全新互动方式,让玩家的体验酷炫升级。
在媒体合作(土豆网)的微电影植入互动点,与整个digital传播完美整合。

Sina micro blog, Renren, mobile APP and SNS platforms, through those platforms we realize data-exchange on the multi-platform. 
We connect the computer with mobile phone APP to make the players have more cool experience
We plant the interactive point in the micro movie (cooperate with Tudou.com), and integrated this into the entire digital campaign.

MISSION
百威希望通过与高端赛车赛事的赞助关系,在消费者心中加深“皇者风范”的品牌形象,如何让这个品牌信息落地便成为我们的首要挑战!

Budweiser hopes to impress consumers with the brand image of King’s style through sponsoring the high-level racing. Our primary challenge is to let the consumers know the brand information.

IDEA
我们为百威打造的“皇者之力”新潮酷炫广告战役,结合了线上线下互动,玩家通过在线或连接手机app互动,将你的皇者之力注入百威车队来操控赛车。在传递品牌讯息的同时,能让网友真正玩起来。凭借打通线下卡雷拉赛事,在酷玩互动的同时,更有机会亲临卡雷拉赛场,真真实实体验“皇者风范”这种生活形态。

Combined the online and offline interaction, we build a fashionable advertising campaign called “King’s Power”. Players can play it online or download Bud APP, then inject his/her King’s power into Porsche to drive the car. Conveying the brand information to Bud’s consumers at the same time, we make the players have real fun in this game. Meanwhile, players will have the opportunity to watch the PCCA in person, experiencing the life of King’s style. 

RESULT
项目为期90天,吸引了1,476,408,293次网络关注;1,478,694次app下载;1,786,856次摇动手机互动,126,105,051次微电影点播。
In 90 campaign days, we achieved 1,476,408,293 impressions, 1,478,694 app downloads, 1,786,856 mobile engagement (shaking), 126,105,051 micro movie views.
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Credits

Creative
Executive Creative Director
Allen Lee
Associate Creative Director
Kevin Huang
Senior Copy
Orange Wang
Art Director
Leo Jia
Seed Chen

Account
Group Account Director
Kevin Zhu
Elaine Lei
Senior Account Executive
Shirley Shi

Production 
Production Director
Itsuki Wang
Associate Project Director
Jessica Yuan
Project Executive
Sharon Wang

Video Editor
Bright Yu

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