目的
完成M3 25周年限量珍藏版上市宣傳, 為即將啟動(dòng)的BMW M傳奇體驗(yàn)日造勢(shì)。并借此提升BMW M品牌在中國(guó)市場(chǎng)上的品牌認(rèn)知度。
創(chuàng)意闡述
根據(jù)BMW M品牌“終極駕駛機(jī)器”的產(chǎn)品性格, 確定“猛獸”的推廣調(diào)性, 力圖將新品的野性一面釋放出來, 增強(qiáng)與消費(fèi)者在情感層面的溝通。而活動(dòng)本身打破了傳統(tǒng)的營(yíng)銷策略, 通過系列懸念視頻的發(fā)布及媒體資源的全方位互動(dòng), 充分調(diào)動(dòng)大眾的好奇心, 完成全民傳播目的。根據(jù)創(chuàng)意需要, 活動(dòng)共分4個(gè)推廣階段:
階段一 德國(guó)紐伯格林驚先神秘猛獸
階段二 神秘猛獸集裝箱運(yùn)往中國(guó)
階段三 集裝箱空降北京王府井, 神秘猛獸深夜出逃
階段四 解密“集裝箱猛獸”真實(shí)身份, BMW M3 25周年限量珍藏版上市
前三階段, 活動(dòng)官方網(wǎng)站內(nèi)容以懸念視頻和真相倒計(jì)時(shí)牌構(gòu)成, 網(wǎng)站及媒體宣傳不提及任何有關(guān)BMW的品牌信息, 官方網(wǎng)站作為視頻的第一發(fā)布平臺(tái), 連結(jié)所有媒體內(nèi)容與互動(dòng)。直到第四階段, 新車型的相關(guān)信息才與解密視頻同步上線。而隨著BMW M3 25周年限量珍藏版的發(fā)布, 歷時(shí)半個(gè)月的懸念“大片”終于塵埃落定, 為整個(gè)活動(dòng)畫上圓滿句號(hào)。
回顧整個(gè)活動(dòng), “集裝箱猛獸”推廣在受眾層面, 極大程度的喚醒大眾的獵奇心理, 環(huán)環(huán)相扣的懸念、接連推出的視頻, 為活動(dòng)的展開提供了保障, 賺足眼球；在媒介層面, 通過網(wǎng)絡(luò)媒體的使用及大眾媒體的聯(lián)動(dòng), 完成實(shí)時(shí)傳播和大范圍的輿論效應(yīng)。作為我們對(duì)廣告?zhèn)鞑サ囊淮翁剿髋c嘗試, 該項(xiàng)目的成功, 對(duì)于所有參與者來講, 都是一種激勵(lì)與思考。
Objective
To complete M3 tiger limited edition launch. Prepare for the upcoming launch of the BMW M legend Experience Day. And to enhance the brand in the Chinese market, and the BMW M’s brand recognition.
Overall Concept:
According to BMW M brand under the “ultimate driving machine” product character, Determine the “beast” to promote coherence,
Trying to explore the wild-side of the new product, Enhance the emotional level with consumers in the communication, The event itself has broken the traditional marketing strategy , because the release of the videos are through a series of suspense and the full range of interactive media resources , Fully mobilize the curiosity of the public and Completion of the purpose of the National Communication.
According to creative needs, activities to promote divided into four stages:
First stage: A mysterious beast appears in Nürburgring Germany.
Second stage: Mysterious cargo box been shipped to china.
Third stage: Cargo box landed in Wangfujing Beijing, beast escaped during the night.
Fourth Stage: Decrypt true identity of the beast, M3 tiger edition launch
For the first three stages, Official Website used the countdown clock to discover the true secrete of video and composition, Website and media campaign does not mention any information about the brand BMW, official BMW site is the first platform to publish related videos and connect with all the media materials and interaction. Till the forth stage, the product information and decrypetion videos published on line together. With the press conference of M3 Tiger editon show, the campaign finally settled.
The whole campaign, “ beast in the cargo box” made a psychological wake-up public curiosity, the chain of suspense and videos, provided indemnity for the activities, and the success for the people involved, is a great encouragement and inspiration.
Pre-launch phase.Building-up curiosity. 上市前造勢(shì)- 引發(fā)公眾興趣。
Episode 1: a mystery container from Nurburgring.
Online banner + BBS + Video Sharing + SNS + Microblog
960,000 viewing at Youku within one week.
階段1: 紐博格林發(fā)現(xiàn)神秘猛獸
傳播渠道: 線上Banner / 論壇 / 視頻分享 / 短信 / 微博
效果: 優(yōu)酷視頻一周960,000瀏覽量
Pre-launch phase.Create the buzz.
上市前造勢(shì)-造就話題性, 引發(fā)關(guān)注效應(yīng)
Episode 2: the arrvial.
階段2: 神秘集裝箱運(yùn)抵中國(guó)
The buzz in the online world, even celebrities tweetes the arrvial of the container. 通過網(wǎng)絡(luò)造就事件話題性, 擴(kuò)大“集裝箱”的“知名度”。
Container display in downtown Beijing. 線下線上聯(lián)動(dòng)-集裝箱展出王府井
Publicity in both the traditional and online media. 傳統(tǒng)媒體及新媒體聯(lián)動(dòng), 為“集裝箱猛獸”造勢(shì)。
Pre-launch phase. Continue the hype.
上市前造勢(shì)-維持公眾關(guān)注
Episode 3: the beast unleashed.
階段3: 集裝箱猛獸深夜出逃。
Launch phase. Amplify the voice.
上市- 強(qiáng)勢(shì)推進(jìn)新品上市
Episode 4: the unveil.
階段四: 解密“集裝箱猛獸”事件, 新品發(fā)布
Online communication. 線上互動(dòng)
Product launch event. 公關(guān)活動(dòng)配合
Advertising – creative media buy. 媒體購(gòu)買, 傳統(tǒng)廣告出街
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