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Travel Oregon: The Game

基本信息
行业: 旅游与运输
媒体:网络
投放:美国
风格: Minimalism
说明cnen
Synopsis
Situation Travel Oregon is charged with inspiring international and US travelers to come visit the splendor of our beautiful state. In the summertime, the mountains of Oregon are lush and green. The beach is cool and has a dramatic beauty. And the high desert offers amazing sites and beautiful sunsets. There’s a lot to tempt travelers. But in the winter, the job is much tougher. Weather can be treacherous and roads can be dodgy. Rather than focusing on outsiders, Travel Oregon focuses on getting Oregonians to travel within the state. Objective Inspire Oregonians to explore other parts of Oregon this winter.
Strategy
Most Oregonians live in Oregon because they love the outdoors and all the adventures you can find all around the state. But even the most rugged, adventurous Oregonians tend to hunker down in the winter months. It’s cold and often icy. The weather plays a big role in Oregon culture and conversations. And a lot of the time in winter, the conversation is about avoiding it or escaping it. Oregonians’ sense of adventure can go dormant in the winter. So, we had to think creatively about a new way to inspire travel. It couldn’t be a typical travel campaign. It had to be more creative and give Oregonians new inspiration to learn about and visit other parts of the state. The strategy was to stoke Oregonians’ natural sense of adventure by inspiring them with all the fun they could experience around Oregon.
Relevancy
This game is super fun. It brings Oregon travel to life in classic 8-bit glory and strikes a nostalgic chord. What makes it loved is the combination of the classic gameplay with hilarious, contemporary references. Over half a million players have played, many for an hour at a time. Some even broadcast their gameplay on Twitch and YouTube. Many shared their funny tombstones on social. Despite being targeted within Oregon, the earned media was impressive. Vice, Mashable, Thrillist, Men’s Journal, People.com, and many other outlets covered it. Not bad for a little campaign made just for Oregonians.
Outcome
Between all our social platforms we achieved well over 2 million impressions and over 1 million views. (Not bad considering the whole state of Oregon has just over 4 million residents.)
Execution
This campaign launched in mid-October and ran through mid-December. We prioritized media partners known for curating entertaining premium content, and we layered on niche targeting because we wanted to connect with Oregonians who were more likely to engage with the game. Some of the biggest partners included Hulu, Discovery, Pandora, Reddit, Undertone, Zefr, and BuzzFeed. We also worked with Atlas Obscura, Expedia, and TripAdvisor to engage Oregonians who were actively seeking out travel content.
CampaignDescription
We needed a way to send Oregonians around the state during the slow tourist season, so we created a video game that would do just that. It was an homage to the classic computer game, The Oregon Trail, but updated with over 20 mini-games designed to showcase the many winter activities and vacation spots around Oregon. We knew the 8-bit aesthetic was familiar to our audience, which allowed us to create something that was nostalgic, easy to play, and full of self-aware humor that felt true and unique to Oregon. For example, games included everything from downhill skiing and snowshoeing to pretending to be a sommelier and checking IDs at a bar. Perils on the journey included Oregon-centric jokes, such as overdosing on kombucha or dying from caffeine withdrawal.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
银奖 娱乐
Digital & Mobile Games
The One Show 2018
优秀奖 品牌娱乐
Gaming
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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