《2015 奥迪Q7上市微信H5互动营销》由会员分享，可在线阅读，更多相关《2015 奥迪Q7上市微信H5互动营销（55页珍藏版）》请在金锄头文库上搜索。
1、,全新Q7上市互动营销 平台搭建及执行规划 All new Q7 launch interactive marketing platform building and execution plan,2,Interactive Marketing Dept.,全新Q7上市互动营销策略 strategy,目标,阶段 主题,互动 创意 亮点,预售-上市期 Q7：产品的伟大,扩大体验期 Customer：体验伟大,预热期 Audi：伟大的精神,通过伟大的平凡人与伟大的事诠 释伟大的源头来自于哪里，什么 是伟大?, 玩转微信、H5创意，解读品牌伟 大精神，,内容 口碑,平台, 网络预售、广泛告知上市信息
2、、直 播、微信feed流, 区域：虚拟互动体验营销,搭建PC，移动Minisite，承载信息，沟通目标用户,结合创意亮点，利用微博、微信大号及自身SNS平台炒作传播,产品USP详解，收集用户信息为预 售开启传播，并为上市预热做足期 待,结合六大区试驾活动使用户形 成体验，集客并收集线索，口 碑二次传播,进一步提升奥迪品牌整体尊贵形象，加强对Q7的价值认同，制造高声量,Audi Q7 传播主张：伟大 ，不止,3,Interactive Marketing Dept.,All new A7 launch interactive marketing strategy,Objective,Theme,
3、Highlights,Presale-launch period Q7：Great product,Expanded experience period,Customer：Experience greatness,Warm-up Audi：Spirit of greatness,Explain where greatness derive from and what is greatness by looking into greatness of ordinary people and great story,Combine WeChat and H5 creative to interpr
4、et brand spirit of greatness,Content WOM,Platform,online, presale, widely inform launch info, live broadcast and WeChat feeds,Region: virtual interactive experience marketing,Build up Minisite on and mobile end where loaded with info to communicate target user,Combine creative highlights, user Weibo
5、 and WeChat and self-owned SNS platform to make social buzz,Detailed product USP, collect user info to unlock the communication and make user expect the launch,Capitalize on six regions activity to form wide experience to collect leads and make secondary communication,Further improve prestige image
6、of Audi, strengthen value acknowledgement on Q7,create peak SOV,Audi Q7 Proposition: Greatness starts when you dont stop,4,Interactive Marketing Dept.,Q7互动平台用户体验流程,产品的伟大 兴趣,体验伟大 参与,11.12 Feeds,天猫,媒介 口碑,feeds,12.3,广州车展,11.20,16.1.31,11.9,TVC、平面,伟大精神 认知,6大区域,12月中旬释放信息,feeds&H5,Feeds&H5,VR制作,minisite,1
7、1.12 Feeds H5,12.3 Feeds H5,5,Interactive Marketing Dept.,Flow chart of user experience on Q7 interactive platform,Greatness of product Interest,Experience greatness Engagement,Media,Nov.12nd Feeds Tmall,feeds,Dec.3rd,Nov.20th Guangzhou autos,how,Jan. 31st,2016,Nov.9th,WOM,TVC, print ad,Spirit of gr
8、eatness Recognition,6 regions,Release info in middle of Dec,feeds&H5,Feeds&H5,VR creation,minisite,11.12 Feeds H5,12.3 Feeds H5,6,Interactive Marketing Dept.,11月12日 微信 Feeds&H5 Nov.12nd WeChat Feeds&H5,7 Interactive Marketing Dept.,Feeds 首页,文案： 伟大是什么？,8 Interactive Marketing Dept.,Feeds homepage,Tex
9、t: What is greatness?,4嗒实 习 .)t.被人事仰 J!ali亚舷但我,仰“1:习，.)t. 顶. J!:I!匾.咽E四1.,何实.巧= 血麟隔雪景 J!a事事磁棍“,4嗒实 习 .)t.被人事仰 J!ali亚舷但我,仰“1:习，.)t. 顶. J!:I!匾.咽E四1.,何实.巧= 血麟隔雪景 J!a事事磁棍“,4韦芳:43告;司配,幢幢踵“且证帽夫. ，,w e“,.-i“,4韦芳:43告;司配,幢幢踵“且证帽夫. ，,w e“,.-i“,13 Interactive Marketing Dept.,VO：伟大，不止被人尊仰,VO：伟大不止问鼎巅峰,VO：伟大，不止突破
10、极限,VO：真正的伟大是什么？,VO：全新奥迪Q7即将问世，答案敬请期待,VO：伟大，不止,Feeds HOOK 视频,14 Interactive Marketing Dept.,VO：Greatness is far more than adoration,VO: Greatness is not merely arriving at mountain peak,VO: Greatness means more than break limit,VO：What is greatness?,VO：All new Q7 is coming, wait to see the answer giv
11、en by it,VO：Great starts when you dont stop,Feeds HOOK video,15,Interactive Marketing Dept.,12月3日 微信Feeds&H5,Dec 3rd,WeChat Feeds&H5, 镰寞,n,虫草血,舍“I“.QI t fI 1 “捕。,.。胁 “_00 . 盼,帽虫草血,Ik.巾.,I iHI们 1 1%:1,.0.+.二:_.,臭.J t1IA. a. 事“.t,-.-鑫,.嚼.- _.，.，,n,.，.，0, .圈阅. .,“,撞 :. 1, 镰寞,n,虫草血,舍“I“.QI t fI 1 “捕。,.。
12、胁 “_00 . 盼,帽虫草血,Ik.巾.,I iHI们 1 1%:1,.0.+.二:_.,臭.J t1IA. a. 事“.t,-.-鑫,.嚼.- _.，.，,n,.，.，0, .圈阅. .,“,撞 :. 1,曹也帽虫，,(Q,g ,钟也A1I虫，,(Q,g ,1i “一,军圃虫 .,1Vf哩章壳Jt帽嗣,墨，.川 悔“q.,Z国:.0 .蝇“WJ,忡也矗虫,咱畸,1i “一,军圃虫 .,1Vf哩章壳Jt帽嗣,墨，.川 悔“q.,Z国:.0 .蝇“WJ,忡也矗虫,咱畸,lllU9帽虫 .l罐罐罐,匾 .“嗣制幢 .,“.“. “.“.tw:、.,.-,lllU9帽虫 .l罐罐罐,匾 .“嗣制幢
13、 .,“.“. “.“.tw:、.,.-,付也.“，候，,.)1嗣帽“.,. 蛐茸圄嗣.IT筐“,付也.“，候，,-帽，民 .,. 蛐茸圄嗣.IT“,26 Interactive Marketing Dept.,文案： 你能开启你的伟大历程吗,“见证伟大”按钮 引导用户进入手机端微网站浏览 详细的产品及上市活动信息。,留资页,27 Interactive Marketing Dept.,Text: Can you unlock the great journey?,“witness great”button Channel user to minisite on mobile end to b
14、rowse detailed product info and launch info,Registration page,28,Interactive Marketing Dept.,全新Q7 手机端&PC Minisite All new Q7 mobile &PC Minisite,29,Interactive Marketing Dept.,第二阶段,移动 Minisite,伟大的产品,伟大的精神,360度看车,三亚上市直播,留资页,全新奥迪Q7 TVC,伟大始于不断前行 态度稿,留资页,详细产品USP展示,30,Interactive Marketing Dept.,Second s
15、tage mobile Minisite,Great product,Spirit of greatness,360 degree view,Launch broadcast,Registration page,All new Q7 TVC,Great starts when you dont stop article,Registration page,USP display,31 Interactive Marketing Dept.,首页,手机端微网站 两大块内容： 伟大产品 伟大精神 用户点击后会 进入相应的模块.,32 Interactive Marketing Dept.,Homepage,Mobile minisite 2 sections： Great product Spirit of greatn
