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Surviving the Badlands

基本信息
行业: 视听与电子产品
媒体:网络
风格: Minimalism
说明cnen
Synopsis
AMC Network’s post-apocalyptic martial arts hit, Into the Badlands, returned for its third Season in April 2018. In the lead-up to the season premiere, AMC wanted a unique way to get the show’s most passionate fans—self-proclaimed “Badlanders”—excited for the new season. Badlanders are fiercely loyal to the show, and each has characters and factions they love—and love to hate. But between seasons, even the most loyal super fans get distracted by the hundreds of new shows, both on TV and streaming services, that are pumped out every day. Our challenge was to focus their attention back to the world of the Badlands.
Strategy
“Surviving the Badlands” was designed with the show’s most loyal fans in mind. We built our core target by leveraging AMC Network’s first party data to find fans who had watched earlier seasons. We then layered on martial arts and sci-fi interests to capture potential new viewers who had large overlapping interest with the show. While we needed these fans to tune in to the TV series, the battle for their attention pre-season was on social. So we developed a custom content experience–built off the pre-existing “tapping” behavior on Instagram Stories–to deliver an exclusive cinematic experience where they’d never expect one.
Outcome
Instagram Stories only remain live for 24 hours. Over the aggregated 72 hours “Surviving the Badlands” was live, we saw 264,619 individual sessions take place. 74% of users, on average, followed the tapping instructions as we displayed them, proving that our execution, rooted in existing platform behavior, was the best way to engage fans. 3.6% of users also tapped backwards–uninstructed by us–just to replay it with the choices they didn’t make initially. Even several cast members got in on the action (without being asked), including Executive Producer and star of the show Daniel Wu, who touted the experience to fans from his personal Instagram handle. When played end to end, the episodes added up to nearly 15 minutes of content. Yet we released it all on a platform built for 15 second videos, and still saw an incredibly high average completion rate of 36%.
Execution
On April 15th, 19th, and 21st, we released a new episode of “Surviving the Badlands” on Instagram Stories. Each episode was also “teased” on @IntotheBadlandsAMC, so that fans who had missed an episode could go back and play them chronologically. The three episodes ranged from 16 to 21 clips of 15 seconds each, and gave fans multiple chances to control the storylines through on-screen calls to action like “Tap 1X to Fight”, and “Tap 3X to Kill. In this way, fans chose which characters got to live, die, and make or break alliances. Fans found out about the new episodes through promoted posts across Facebook and Instagram, and could tap straight into the new episode in app. Before each episode began, we reminded fans to tune in to the upcoming Season 3 premiere.
CampaignDescription
In anticipation of Season 3, we wanted to reignite fans’ fierce passion for the show by pulling them back into the “kill or be killed” world of the Badlands and getting them reinvested in the characters’ plights. We used Instagram Stories to launch a truly immersive experience—one where they could experience the thrill, danger, and tension of the show firsthand. By leveraging exclusive footage from the show to string together stories that played out coherently over 15-20 15-second frames, we created a first of its kind interactive 3-part miniseries. When drawn into the “Surviving the Badlands” miniseries, fans were thrown into adrenaline-inducing scenes, and could made life or death decisions that decided the fates of their favorite characters.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 社交与影响力
Brand Storytelling
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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