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。"
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