清揚“頭屑末日,終結(jié)之戰(zhàn)” QQ游戲
Unilever’s ‘Clear’ game launch draws over four million downloads
聯(lián)合利華”清揚”游戲發(fā)布, 超400萬下載
SHANGHAI – AKQA designed a new online app game as part of its product launch for Clear anti-dandruff shampoo. The game, on Chinese social networking site QQ.com has already been downloaded four million times since going online two weeks ago
AKQA上海目前在QQ平臺推出了一款在線應(yīng)用游戲”終結(jié)之戰(zhàn)”，作為新清揚上市活動的重要部分。添加這款游戲的QQ用戶在兩個星期內(nèi)就達(dá)到了驚人的四百萬之多。
The game, titled ‘doomsday on dandruff on QQ.com’ was fully created by AKQA,. It launched just as the Unilever brand was reintroducing the men and women’s shampoo product line with new and improved packaging.
這款名為“頭屑末日,終結(jié)之戰(zhàn)”的互動游戲完全由AKQA上海創(chuàng)意并開發(fā)，以傳播聯(lián)合利華新清揚產(chǎn)品上市信息為目的。
The two male and female game characters aim to virtually remove dandruff and other scalp problems like scalp itchiness, grease for males and dryness for females – these three scalp problems, which are represented by animated game characters, can be remedied through Clear’s deep scalp nourishment.
用戶可以操作酷炫的男女主角在虛擬的世界中致力于消滅頭屑以及男性的頭癢、油膩，女性的干燥等頭皮問題。這些頭皮問題在游戲中都會化身為虛擬的敵人角色，而用戶利用全新清揚的三重滋養(yǎng)功效能夠無情的消滅他們。
Various game mechanics allow innovative user interaction including jumping, crashing, slicing and smashing.
多樣的游戲操控方式能夠讓用戶操作主角進(jìn)行奔跑、跳躍、降落、撞擊等動作。
Users are able to challenge their friends to a face-off in the hopes of accumulating virtual “jewels” which are exchangeable for real world prizes like iPhone and iPad.
用戶還可以邀請朋友參與團(tuán)隊和對決模式，并在游戲中收集虛擬獎品，這些虛擬獎品可以兌換到現(xiàn)實中的iPhone和iPad等豐厚獎品。
This is the first unconventional marketing campaign in which Clear messages its brand as not only one of hair care expertise, but also a specialist at treating other scalp problems.
這是清揚首次使用非傳統(tǒng)的傳播方式，將其不僅是頭發(fā)護(hù)理專家，同時也是解決頭皮問題的專家傳遞給其目標(biāo)消費者。
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