Stevenage Challenge
品牌常常支付数百万美元，让最炙手可热的足球明星为他们代言。但汉堡王意识到，他们不需要这样做。一年前，他们找到了 Stevenage（斯蒂文尼奇足球俱乐部）—— 一支英格兰足球最名不见经传的球队，成为他们的赞助商。汉堡王成功将品牌的 logo 印在了 Stevenage 的球衣上，并且让这支球队在 FIFA 2020 游戏中的角色也都穿上了“汉堡王球衣”。
除了联手创意公司 DAVID 迈阿密和 DAVID 马德里，汉堡王还发起了 Stevenage Challenge (斯蒂文尼奇挑战赛)。他们邀请游戏玩家将最好的球员签到 Stevenage，和球队其他成员一起进球。为了吸引用户，凡是参与游戏的玩家均有机会赢得汉堡王的免费食物。一时间，数以万计的用户在媒体平台投稿游戏视频，就连“姆巴佩”、“罗纳尔多”、“梅西”和“内马尔”等知名球星都身着汉堡王的标志的球服，参与到游戏中来。最终这支现实中的小球队变成了网上最红的强队。
凭借这一次反套路操作，Stevenage Challenge 在 2020 One Show 国际创意奖中又有斩获。除了受到评审和大量球迷的一致好评，斯蒂文尼奇足球俱乐部首席执行官 Alex Tunbridge 也表示："我们很高兴能与汉堡王合作举办 Stevenage Challenge 斯蒂文尼奇挑战赛，这是一个创新的概念，旨在通过视频游戏和社交媒体的力量将俱乐部变成最大的在线团队。"
项目信息
品牌/广告主
BURGER KING 汉堡王
营销机构
Creative Agency 创意代理商
DAVID 迈阿密+马德里
参与者
奖项荣誉
2021
Cannes Lions
Brand Experience & Activation | Sponsorship & Brand Partnership
Grand Prix
2021
Cannes Lions
Titanium | Titanium
Titanium
2021
Cannes Lions
Entrertainment For Sport | Gaming
Silver
2021
Cannes Lions
Direct | Market Disruption
Silver
2021
Cannes Lions
Direct | Gaming
Grand Prix
2021
Cannes Lions
Direct | Co-creation & User Generated Content
Gold
2021
Cannes Lions
Social and Influencer | Sponsorship & Brand Partnership
Grand Prix
2021
Cannes Lions
Entertainment | Brand Integration for Games
Silver
2021
Cannes Lions
Social and Influencer | Innovative Use of Community
Silver
2021
Cannes Lions
Brand Experience & Activation | Retail
Bronze
2021
Cannes Lions
Brand Experience & Activation | Retail Promotions & Competitions
Bronze
2021
LIA
Social Media & Influencers | Zeitgeist
Silver
2021
LIA
Integration | Media Promotion
Gold
2021
LIA
Social Media & Influencers | Gaming & Technology
Gold
2021
LIA
Non-Traditional | Experiential
Gold
2021
LIA
Non-Traditional | Direct Marketing
Gold
2021
LIA
Digital | Gaming
Gold
2021
LIA
Non-Traditional
Grand LIA
2021
LIA
Integration
Grand LIA
2021
LIA
Evolution | Media Innovation
Gold
2021
LIA
Non-Traditional | Retail
Gold
2021
LIA
Digital | Retail
Gold
2021
LIA
Social Media & Influencers | Innovative Use of Social
Gold
2021
LIA
Branded Entertainment | Games
Silver
2021
LIA
Evolution | Social Media
Finalist
2020
D&AD Awards
Digital | In-Game Advertising
Yellow Pencil
2020
D&AD Awards
Experiential | Gamification
Yellow Pencil
2020
D&AD Awards
Direct | Direct Response/Digital
Yellow Pencil
2020
The One Show
Branded Entertainment | User-Generated Content
Gold Pencil
2020
The One Show
Branded Entertainment | Innovation in Branded Entertainment
Gold Pencil
2020
The One Show
Direct Marketing | Non-traditional & Guerrilla Marketing
Bronze Pencil
2020
The One Show
Direct Marketing | Integrated Campaign
Merit
2020
The One Show
Interactive & Online | Gaming | Branded Games
Gold Pencil
2020
The One Show
Interactive & Online | Innovation in Interactive
Silver Pencil
2020
The One Show
Integrated | Innovation in Integrated Branding
Merit
2020
The One Show
Social Media | Stunts & Activations
Best of Discipline
2020
The One Show
Social Media | Active Engagement
Gold Pencil
2020
The One Show
Social Media | User-Generated Content
Bronze Pencil
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