2008年cannelions戛纳广告节互动广告类铜狮 ZIKKYO GENERATOR
Zikkyo Generator
for SONY FOOTBALL PROJECT
What is "Zikkyo Generator"?
This site was created as a Branded utility tool for SONY to become an official supporter for the Japanese football
team, and to build up their brand power through one of the most major sports worldwide.
Zikkyo Generator is a hybrid between Branded Entertainment and Branded application.
This system will enable the users of SONYs Video Cam to upload their childrens football match online, and even
add a real play-by-play commentary byone of the most famous commentators in Japan.
A monotonous private film will be transformed into high-level entertainment contents through the Branded
Application.
The goal for this project is to increase the source for new BUZZ by supporting the existing users to create more
interesting video contents(that can call in new sources for BUZZ).
As an application, the site was designed for users to access the
contents easily and intuitively. In addition to a function in which users can change the timeline and write in their
comments, we managed to allot comments for each number key. With this function, the users will be able to attach
their live commentaries while playing the video files. In means of visual designs, we featured two of the most well-
known sports commentators, both with strong personalities. The collaboration with these two commentators will
give an unequivocal assurance for this sites entertainment aspects.
Expected effects
Within a month after we took the website to public, the website was introduced in more than 200 blogs and
almost equivalent amount of live-video files.
The release of this content increased the number of users for SONYs soccer branding website, project Blue, by
three times.
Notes
Most of the supporting videos of Project Blue Clock will be submitted by the users.
However, when the Japanese Football Team is out in the ground, the match will be video-taped from the specially
set-up booth.
The sample video file of <live-generator> has some comments installed in advance. Replacing of those comments
will be easy and fun as well.
When demonstrating the files uploaded to live-generator, click the thumbnail under <watch a live-commentary>,
then choose <list of live-commentaries> at the image-reproduction display. Then, refer to the number of the
submitted video file,
PB000001
PB000038
(*Then, refer to the number of the submitted video file: PB000001 or PB000038.)
Are you ready to "Zikkyo"? OK,
*Watch the "Zikkyo Generator"
Please watch and play.
WebSite:http://www.projectblue.sony.jp/jikkyo/index.html
来自日本的创意，讲的是sony公司成为了日本足球队的官方赞助商，为了建立他们的品牌度，特别建立了这个站。在这个站上，用户可以上传他们孩子的足球视频，通过Branded Application（应该是两个日本著名的解说员解说），一场单调的比赛将变成一场高水平的比赛！（翻译仅供参考..）
具体看这里：http://gtinc.jp/award2008/zikkyo/
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