#那些年，我们可能错过的戛纳案例# Stevenage Challenge
摄影里有一个词叫“阅片量”，可以说是每个摄影人的基本功。其实对于各种类型的内容创作而言都是同理。比如，俗话早就说过：“读书破万卷，下笔如有神”么。
而戛纳广告节，一直以来都是全球创意广告人心中的“奥斯卡”，每年都会涌现出一批优秀案例，能够为我们带来无数灵感。
很久以前在公众号和网站上搞过一个专题：#那些年，我们可能错过的戛纳案例#。接下来打算恢复更新，不定期转载一些个人觉得“眼前一亮”的精彩案例，自己学习的同时，也和有同好的师友们共赏。
案例：Stevenage Challenge
奖项：2021年戛纳直效狮、社交与影响力狮、品牌体验&激活狮三项全场大奖
品牌：汉堡王 Burger King
创意代理商：DAVID Madrid
一句话学习感悟：
体育赞助，未必要找大球队。找“现实”中的小球队，通过“虚拟”游戏中的创意，同样可以玩出彩。
案例解读（翻译自官方网站）：
#斯蒂文尼奇挑战#：一个不大的英国足球俱乐部是如何变成线上最大球队的
2018年，汉堡王宣布成为一支不太知名的足球俱乐部Stevenage（斯蒂文尼奇足球俱乐部）的官方赞助商。
通过赞助斯蒂文尼奇足球俱乐部，汉堡王的品牌将会在FIFA20电子游戏中露出。品牌发起了#斯蒂文尼奇挑战#：邀请游戏玩家使用斯蒂文尼奇球队参赛，并完成一系列的游戏内任务。挑战多种多样，从简单射门得分，到各种花式进球，而全程都穿着汉堡王赞助的球衣。
全球成千上万的游戏玩家把这支小球队变成了线上最大的球队。他们所做的是把游戏内最好的球员签到斯蒂文尼奇俱乐部，线上分享他们完成的目标，并获得奖励。在几个小时内，社交媒体上就充满了各种身穿汉堡王logo球衣的足球巨星的图片。
#斯蒂文尼奇挑战# 在2019年10月上线，并仅持续了两周多。在这么短的时间内，超过2万5千个游戏内目标被使用斯蒂文尼奇球队的游戏玩家完成。作为营销战役的结果之一，斯蒂文尼奇俱乐部的球衣甚至在俱乐部的历史上第一次售出。
官方案例解读原文（来源：WPP官网）：
DAVID Madrid: Stevenage Challenge
How a small English football club became the biggest team online
In 2018, Burger King was announced as the official sponsor of a relatively unknown club at the bottom of football’s fourth division: Stevenage.
By sponsoring Stevenage, Burger King’s branded kit would feature in the FIFA 20 video game. The brand then launched the Stevenage Challenge, which invited players to compete as Stevenage FC and complete a series of in-game tasks. The challenges varied, ranging from simply scoring a goal to scoring direct from a corner and scoring from a free-kick, all while wearing one of the two Burger King sponsored Stevenage FC shirts.
Thousands of gamers around the world helped to turn this small club into the biggest team online. All they had to do was hire the best players in the game, share their goals online and receive rewards. Within a few hours, social media was teeming with images of the biggest names in football wearing the Burger King logo.
The Stevenage Challenge was launched in October 2019 and lasted just over two weeks. In this short period, more than 25,000 goals were scored by people playing as Stevenage FC. As a result of the campaign, the Stevenage FC sold out their home shirt for the first time in the club’s history.
引用地址: http://digimarketing.cn/?p=2910
