注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

Make It Metal

基本信息
行业: 视听与电子产品
媒体:网络
投放:日本
风格: Minimalism
说明cnen
Synopsis
Sony Music asked us to launch a new album by CROSSFAITH, a heavy metal band from Osaka, Japan. But given there are hundreds of albums launched each year, how do you sell an album in an innovative way? We needed to engage the metal community with an authentic and personalised experience that no-one else could give them. Plus, to succeed the idea had to be authentic, memorable and digital native considering our target spends a considerable part of their online. The ultimate goal was to gain more fans across the world through the launch of the new album.
Strategy
To reach a young urban audience between 18 to 28 years old that are not just CROSSFAITH fans but are also interested in heavy metal, technology and new music trends, we’ve created a strategy based on the knowledge that our target responds better when they are driven to authentic unique experiences instead of traditional advertisement launches. The limit resources and the fact that our audience is constantly online made it clear that the solution had to come to life with a new digital format to conquer the attention of metal fans as well as the tech geeks.
Relevancy
Make it Metal is a brand-new direct experience that engaged thousands of metal fans around the world by activating their passion for headbanging. By inviting fans for a challenge that they are deeply passionate about and further rewarding them with the first single of Crossfaith’s new album, we not only connected with the fan base in authentic way but created an unique memorable moment forever related with the band from Osaka, Japan.
Outcome
Within the first few hours of the online launch of Make it Metal, more than 20 thousand fans engaged with the microsite across 114 countries, creating unprecedented media attention worldwide. This resulted in 80% increase in projected sales, and sold out shows across CROSSFAITH’s tour.
Execution
Make it Metal was launched in July before the worldwide album release in August, via a dedicated micro site. To execute the world’s first head-banging activated digital experience, we started by using an algorithm that captured the head-banging movements of fifty metal fans. The data was then fed into Optical Flow, a motion tracking program that reacts to color and brightness - a tool better than any current facial recognition technology. The promotion of the experience was initiated via CROSSFAITH’s digital and social channels and personally introduced to the fan base by the founding members of the band.
CampaignDescription
The creative idea behind Make it Metal was to leverage what metal fans love doing most, head-banging. So, we’ve decided to give away the album’s first single DIAVOLOS, but it needed to be earned. A microsite was created, the world’s first head-banging activated digital experience. Upon entering the microsite, fans were asked to activate their webcams. The 4 minute track would then stream as long as they sustained their head movements. But if they stopped, the track would too. Thousands of fans were further rewarded with a personalized artwork of their own individual head-banging motion from the image tracking algorithm. These were then shareable on social media and generated a priceless word of mouth worldwide around CROSSFAITH.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
入围 直效
Sectors > Media / Entertainment
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

最新更新
加载中...
赞助商