舉報(bào)
2018-11
Super Wendy's World
Fortnite是一款全球知名的第三人稱射擊游戲，它在去年推出了全新的游戲模式：The Food Fight。這種模式把玩家分為兩個(gè)陣營(yíng)：分別是Team Burger與Team Pizza。Wendy's作為全球僅次于漢堡王和麥當(dāng)勞的第三大快餐連鎖品牌，于是它推出了Keeping Fortnite Fresh活動(dòng)，希望通過Fortnite中這種新游戲模式來進(jìn)行品牌宣傳。
它在游戲中創(chuàng)建了一個(gè)名叫Wendy的披著紅頭巾的女孩，進(jìn)入游戲之后發(fā)現(xiàn)場(chǎng)景設(shè)計(jì)者把牛肉放進(jìn)了冰柜冷藏，這是Wendy's快餐的禁忌，冷藏代表著不新鮮，所以游戲角色Wendy不去殺死其他玩家，她的目標(biāo)是消滅所有的冷藏牛肉的冰柜。
這一滑稽的行為通過直播之后，在社交媒體上受到廣泛關(guān)注，游戲主播和其他玩家紛紛效仿。以至于最后游戲制作方不得不將場(chǎng)景設(shè)計(jì)中的冰柜換成制作漢堡的烤架。
Idea Creation：VMLY&R Kansas City, USA
PR：KETCHUM New York, USA
Media Placement：SPARK FOUNDRY New York, USA
項(xiàng)目信息
品牌/廣告主
Wendy's
營(yíng)銷機(jī)構(gòu)
Creative Agency 創(chuàng)意代理商
VMLY&R 堪薩斯 美國(guó)
參與者
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2021
D&AD Awards
Advertising | Experiential | Community
Wood Pencil
2021
D&AD Awards
Culture | Gaming | Brand Integration
Wood Pencil
2021
LIA
Branded Entertainment | Games
Silver
2021
LIA
Social Media & Influencers | Gaming & Technology
Bronze
2021
ADC Awards
Advertising/Innovation / Branded Content / Entertainment
Bronze Cube
2019
Cannes Lions
Entertainment | Live Broadcast / Live Streaming
Silver
2019
Cannes Lions
Entertainment for Sport | Fan Engagement
Silver
2019
Cannes Lions
Entertainment for Sport | Gaming
Silver
2019
Cannes Lions
Social & Influencer | Innovative Use of Community
Grand Prix
2019
Cannes Lions
Branded Experience & Activation | Branded Games
Silver
2019
Cannes Lions
Entertainment | Excellence in Brand Integration for Games
Gold
2019
Cannes Lions
Media | Use of Social Platforms
Gold
2019
Cannes Lions
Social & Influencer | Audience Tagerting / Engagement Strategies
Silver
2019
LIA
Branded Entertainment | Games
Gold
2019
LIA
Digital | Use of Social Media
Bronze
2019
LIA
Digital | Retail
Gold
2019
LIA
Digital | Innovative Use of Digital
Silver
2019
LIA
Digital
Grand LIA
2019
CLIO Awards
Direct | Digital/Mobile
Silver
2019
CLIO Awards
Branded Entertainment | Games
Gold
2019
CLIO Awards
Direct | Social Media
Gold
2019
CLIO Awards
Branded Entertainment | Digital/Mobile
Silver
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