清揚(yáng)“頭屑末日,終結(jié)之戰(zhàn)” QQ游戲

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舉報(bào) 2011-06

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Unilever’s ‘Clear’ game launch draws over four million downloads
聯(lián)合利華”清揚(yáng)”游戲發(fā)布, 超400萬(wàn)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(tái)推出了一款在線應(yīng)用游戲”終結(jié)之戰(zhàn)”，作為新清揚(yáng)上市活動(dòng)的重要部分。添加這款游戲的QQ用戶在兩個(gè)星期內(nèi)就達(dá)到了驚人的四百萬(wàn)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(dòng)游戲完全由AKQA上海創(chuàng)意并開(kāi)發(fā)，以傳播聯(lián)合利華新清揚(yáng)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(wèn)題。這些頭皮問(wèn)題在游戲中都會(huì)化身為虛擬的敵人角色，而用戶利用全新清揚(yáng)的三重滋養(yǎng)功效能夠無(wú)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(dòng)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(qǐng)朋友參與團(tuán)隊(duì)和對(duì)決模式，并在游戲中收集虛擬獎(jiǎng)品，這些虛擬獎(jiǎng)品可以兌換到現(xiàn)實(shí)中的iPhone和iPad等豐厚獎(jiǎng)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(yáng)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(shí)也是解決頭皮問(wèn)題的專家傳遞給其目標(biāo)消費(fèi)者。