目的
完成M3 25周年限量珍藏版上市宣傳, 為即將啟動的BMW M傳奇體驗日造勢。并借此提升BMW M品牌在中國市場上的品牌認知度。
創意闡述
根據BMW M品牌“終極駕駛機器”的產品性格, 確定“猛獸”的推廣調性, 力圖將新品的野性一面釋放出來, 增強與消費者在情感層面的溝通。而活動本身打破了傳統的營銷策略, 通過系列懸念視頻的發布及媒體資源的全方位互動, 充分調動大眾的好奇心, 完成全民傳播目的。根據創意需要, 活動共分4個推廣階段:
階段一 德國紐伯格林驚先神秘猛獸
階段二 神秘猛獸集裝箱運往中國
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”真實身份, BMW M3 25周年限量珍藏版上市
前三階段, 活動官方網站內容以懸念視頻和真相倒計時牌構成, 網站及媒體宣傳不提及任何有關BMW的品牌信息, 官方網站作為視頻的第一發布平臺, 連結所有媒體內容與互動。直到第四階段, 新車型的相關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布, 歷時半個月的懸念“大片”終于塵埃落定, 為整個活動畫上圓滿句號。
回顧整個活動, “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, 環環相扣的懸念、接連推出的視頻, 為活動的展開提供了保障, 賺足眼球；在媒介層面, 通過網絡媒體的使用及大眾媒體的聯動, 完成實時傳播和大范圍的輿論效應。作為我們對廣告傳播的一次探索與嘗試, 該項目的成功, 對于所有參與者來講, 都是一種激勵與思考。
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- 引發公眾興趣。
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: 紐博格林發現神秘猛獸
傳播渠道: 線上Banner / 論壇 / 視頻分享 / 短信 / 微博
效果: 優酷視頻一周960,000瀏覽量
Pre-launch phase.Create the buzz.
上市前造勢-造就話題性, 引發關注效應
Episode 2: the arrvial.
階段2: 神秘集裝箱運抵中國
The buzz in the online world, even celebrities tweetes the arrvial of the container. 通過網絡造就事件話題性, 擴大“集裝箱”的“知名度”。
Container display in downtown Beijing. 線下線上聯動-集裝箱展出王府井
Publicity in both the traditional and online media. 傳統媒體及新媒體聯動, 為“集裝箱猛獸”造勢。
Pre-launch phase. Continue the hype.
上市前造勢-維持公眾關注
Episode 3: the beast unleashed.
階段3: 集裝箱猛獸深夜出逃。
Launch phase. Amplify the voice.
上市- 強勢推進新品上市
Episode 4: the unveil.
階段四: 解密“集裝箱猛獸”事件, 新品發布
Online communication. 線上互動
Product launch event. 公關活動配合
Advertising – creative media buy. 媒體購買, 傳統廣告出街
項目信息
專業評分
專業評分已截止
評論
評論
推薦評論
暫無評論哦，快來評論一下吧！
全部評論（0條）