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Snapchat Music Video

基本信息
行业: 酒精饮料
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Synopsis
In 2017, Bacardi signed a partnership deal with electronic music trio Major Lazer. To announce this partnership in a way that would really stand out to Bacardi’s music-loving millennial audience, we used Snapchat to launch Major Lazer’s new single in an entirely new way.
Strategy
The format for music videos has remained the same for over 40 years. Most videos are still designed for TV. They are passive viewing experiences where the artist performs and the fan watches. To make an impact with Bacardi’s millennial audience, we needed a different approach. This is the selfie generation – who wants to be part of the experience, not watching from the sidelines. So, we reinvented the music video on mobile to make the viewer the star – in an AR Snapchat lens. Working closely with Snapchat, we pushed the normal length of a lens from 10 seconds to 60 – for the first time on the platform. Being in their own music video gave our audience instant bragging rights, creating a highly shareable experience on their favorite social platform.
Outcome
The lens had over 42 million plays, 29 years’ worth of playing time and 50 million earned media impressions. Most impressively, it had a 510% increase on average engagement time.
Execution
Using low-poly 3D graphics, we squeezed an entire music video worth of animation into the 4MB file limit, creating a fun narrative around the user’s face. Their face was mapped and magically came apart to reveal a portal to the tropical world of Bacardi and Major Lazer. Animation put the user on the stage with the band, flew them down a psychedelic tunnel and turned their head into a mass of speakers, all in time to the beat. Every visual element was mapped to the user’s face, making every video unique to the user.
CampaignDescription
We created a unique mobile music experience – the first music video in a Snapchat lens – a video that put fans in the starring role using augmented reality. This was the official music video for the band’s summer hit “Front of the Line,” and for 24 hours, it was the only place to hear the song. Using low-poly 3D graphics, we squeezed an entire music video’s worth of animation into the lens, taking users on a narrative journey unlike any Snapchat lens before.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
铜奖 移动应用
Technology > AR
戛纳国际创意节 2018
入围 娱乐
Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content
戛纳国际创意节 2018
入围 娱乐
Talent: Digital & Social
戛纳国际创意节 2018
入围 娱乐
Fan Engagement / Community Building
戛纳国际创意节 2018
入围 娱乐
Use of Music Technology or Innovation
戛纳国际创意节 2018
入围 媒介应用
Use of Branded Content created for Digital or Social
戛纳国际创意节 2018
入围 移动应用
Social > Content for User Engagement
戛纳国际创意节 2018
入围 社交与影响力
Content Marketing > Partnerships
戛纳国际创意节 2018
入围 社交与影响力
Co-creation & User Generated Content
戛纳国际创意节 2018
入围 社交与影响力
Sponsorship & Brand Partnership
The One Show 2018
优秀奖 互动
Interactive Video
The One Show 2018
优秀奖 移动应用
Use of Technology / Augmented Reality (AR)
The One Show 2018
优秀奖 移动应用
Mobile Advertising
The One Show 2018
优秀奖 移动应用
Innovation in Mobile
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。

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