m5k1umn 发表于 2024-8-6 17:28:52

雪碧这支宣传，真的要「凉凉」了.......

<span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3vgz3FcaFc4ThSwBLMDEntAUVRBIEWjNiaZHKXkibaChjOsKEic1xO8qiaw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">作者：杨阳（已授权发布）</span><span style="color: black;"><span style="color: black;">源自</span>：<span style="color: black;">宣传</span>创意（ID：idea1408），转载已<span style="color: black;">得到</span>授权</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期</span>天气<span style="color: black;">能够</span>用热҈热҈热҈热҈热҈热҈来形容，不久前一张「全国热哭预警地图」就在网上<span style="color: black;">揭发</span>，<span style="color: black;">日前</span>全国是热到发紫的节奏。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了拯救全国「热到融化」的<span style="color: black;">危险</span>，做汽水的雪碧，居然不务正业成立了一个「凉凉科技」<span style="color: black;">机构</span>，卖起夏日避暑黑科技<span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这到底是怎么回事？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">&nbsp;▼</span></p>
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      <div style="color: black; text-align: left; margin-bottom: 10px;"> <a style="color: black;"> 视频详情 </a> </div>
    </div> <span style="color: black;">&nbsp;1</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;">&nbsp;雪碧<span style="color: black;">宣传</span>要「凉凉」？</strong></strong></strong></strong></strong></strong></strong></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">首要</span>出场的是「凉凉科技」的CEO，他有一个很接地气的名字——「冷冰冰」，emmm听上去<span style="color: black;">便是</span>超解暑又解渴的样子！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3ad9MKrdF4ubRAx1KRcGkzeeoAbL75a0Ca799EhYkqZ3Xb1VYgBNiaDA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">「凉凉科技」有一个伟大而沙雕的<span style="color: black;">目的</span>，那<span style="color: black;">便是</span>不求热度，而是「彻底凉凉」，重新定义夏天！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3y8RxTg4ysqHwrge9sa7qJ7f5h3Khj93o7x94Bv3bul9xbS5ajK2fJA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了更好将夏天事业凉凉到底，<span style="color: black;">处理</span>夏日炎热难耐的痛点，「凉凉科技」<span style="color: black;">开发</span>了一系列<span style="color: black;">无</span>温度的黑科技<span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">比方说AI全自动北京比基尼，高温自动卷起，让你真正体验一把「纯爷们，不动手」！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3DoQFbTibvBQnx8vPGXqZppqnyAZTe07wibRnbaZ9jq22VFa6dw1KfJbQ/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">炎炎夏日，自然少不了一把伞。而这款「自动跟随智能遮阳伞」，跟踪你的脚步自动为你撑住，<span style="color: black;">所说</span>的「如影随行」正是如此！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">分分钟让你看不到今天的太阳，怎么瞬间感觉有点「吓人」啊！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3dqiaoX16nDOBdAnBuSpzpheuYKFsuHt2JbmeGmQdWf8VdCtcbNvsRQw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宁愿在冰箱里笑，<span style="color: black;">亦</span>不要在太阳下哭？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不碍事</span>，雪碧还有这款乘坐式速冻出行箱，为你打造头层人造皮革座椅，坐上来自己冻，做自己行走的冰箱。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3kQZRZrvSxFO4pqdFiarAhClel8F7Y98c6HNJgVbFVb9iarGKS5dSENaw/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正<span style="color: black;">处在</span>38度高温天气下洗澡的你，看到这儿，想要随时随地被凉快一边去？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还很想入手三件套，凉快一夏？这一整套凉凉科技，首<span style="color: black;">发掘</span>货价只要19999元！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3CriczbLAp5FgGNPQlf43yDBC0hcrv9gpMYFOF2GCjEjsWxDO5QnMNxQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你<span style="color: black;">已然</span>看到这儿，并且产生剁手的欲望了！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>恭喜你喜提「年度最容易被愚弄奖」！<span style="color: black;">由于</span>这其实是雪碧一则沙雕愚人<span style="color: black;">宣传</span>！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3icicibOPTpEVKMwKgXBiaNFgYmV3zRduUJaFAh0FbetNRM58iaDsQAACFLA/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3WZicnXoEichvTlvTt3Ah6Z8RyApZyUPGDeFjxupNZ6H8PjqIVx3ANg6g/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3N3ClRd2DgmpiaJaJq0hUF3Gr5hPyoJnicC3yLEDtdHMBsOlic9oLUlXJQ/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实雪碧<span style="color: black;">便是</span>想告诉<span style="color: black;">大众</span>，夏天想凉快点儿，<span style="color: black;">不消</span>整<span style="color: black;">那样</span>多套装！喝口雪碧——酷爽<span style="color: black;">便是</span>这么简单！这猝不及防的<span style="color: black;">宣传</span>彩蛋，实在是玩的6！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下这个视频，其实才揭露雪碧<span style="color: black;">宣传</span>的幕后真相，视频结尾有彩蛋！</span></p><span style="color: black;">不</span><span style="color: black;">不少人看完这个视频，有的人从问号脸到笑出鹅叫；</span><span style="color: black;">而有的人<span style="color: black;">第1</span>感觉<span style="color: black;">便是</span>虚虚实实，真假难辨。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其实这个视频只是雪碧动作的一部分，为了将这出大戏演好，雪碧下了不少功夫，演绎了什么叫做整蛊人指南！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">招数</span>一，取个假正经名字。雪碧在前期就造足了势，雪碧先是注册了一个「凉凉科技」的<span style="color: black;">博客</span>，打出了一个「凉凉」的概念。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">要是有人<span style="color: black;">忽然</span><span style="color: black;">可疑</span>调查起来，起码<span style="color: black;">亦</span>有个壳摆在那。「凉凉科技」本身融入了「凉凉」的网络梗，内容自带传播属性， 很容易吸引眼球。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3u6Fqico7Wp5BXGdfwXCuuicdCOWAGRjg6BucsRmYNy449ZKY8kNLicC0w/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><span style="color: black;">招数</span>二，假<span style="color: black;">制品</span>上线。雪碧接着煞有其事发布系列脑洞大开的黑科技<span style="color: black;">制品</span>。</span></h3>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><span style="color: black;">例如</span>为你的专属头型定制的冰冻头盔，边走边手摇刨冰<span style="color: black;">而后</span>人工降雪的降雪机等，还为这些奇葩爆款拍摄了一组<span style="color: black;">制品</span>海报。</span></h3>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3NvcFRpIHEzhUBslhp1qtcxGvelpqt4OYRDZiaFAXHJbaIDicgaaSb75g/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3QMROdpJVUdvLu9EsH8INSzjKUxkWhpWes95Kn9AONejjV0pTCcAk6g/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3OP9MxRg4raxqpMicDhoHgCFPOicJpegHmkliaBKx8KXOjkzqKFglgem9w/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Cdl3NvHh7j1icoia26dAm1MUkOpNibPOuo3DgVZ60GjGXibOb4TYSdMZnMl6QEb2v0k0ia2auRvuKlGwd1w0s2NZjIQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;">海报运用了「自动」、「AI」、「智能」的高科技专业术语，把<span style="color: black;">制品</span>价格、<span style="color: black;">制品</span>功能、<span style="color: black;">制品</span>详情页都一一展示清楚。</h3>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">与此<span style="color: black;">同期</span>，还让<span style="color: black;">所说</span>的CEO出镜TVC，科普不为人知的<span style="color: black;">制品</span>技术。为了更真实包装假<span style="color: black;">制品</span>，在TVC里<span style="color: black;">更加是</span>描述得<span style="color: black;">非常</span>高深，强化了愚人的效果。</span></h3>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">简直把<span style="color: black;">各样</span>出街物料都一一安排上了，将逼格装到底，让人看得<span style="color: black;">满脸</span>懵逼。</span></h3>
    <h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><span style="color: black;">招数</span>三，严肃发声，推广<span style="color: black;">制品</span>。把假<span style="color: black;">制品</span>当做真正的新品上市推广，雪碧将TVC同步在<span style="color: black;">博客</span><span style="color: black;">微X</span>进行传播，一本正经地把物料和<span style="color: black;">宣传</span>宣传到位。</span></h3>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">洞察<span style="color: black;">公众</span>夏日酷热痛点，发掘一个有<span style="color: black;">专题</span>性的「凉凉」概念，再加上一本正经的胡说八道，把物料<span style="color: black;">宣传</span><span style="color: black;">所有</span>做到位。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一次雪碧将愚人营销玩到极致，看完雪碧的这波操作，是不是明年的愚人节的<span style="color: black;">招数</span>摸清了？</span></p><span style="color: black;">&nbsp;2</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;">戳中用户酷热痛点</strong></strong></strong></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;">以「凉凉」概念强化雪碧卖点</strong></strong></strong></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">你<span style="color: black;">发掘</span>没，虽然雪碧只是在开一个无关痛痒的玩笑。<span style="color: black;">然则</span>却成功用沙雕的故事方式，打造降暑爆款，为消费者创造清爽体验，强化了<span style="color: black;">制品</span>「酷爽」的卖点。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">酷热的夏天、烫脚的柏油路，人人饱受洗礼酷热的严刑。「出门5分钟，流汗2小时」，用来形容这个7月、8月的夏天最适合<span style="color: black;">不外</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论是<span style="color: black;">捉捕</span><span style="color: black;">公众</span>避暑大招，充分渲染炎热场景；还是推出雪碧的黑科技<span style="color: black;">制品</span>，为一个假<span style="color: black;">机构</span>取名「凉凉科技」......</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧都将这个酷暑当头、高温预警的痛点生动表达出来，<span style="color: black;">大众</span>都<span style="color: black;">巴望</span>用一份清凉抵挡酷热，这显然很能<span style="color: black;">导致</span>解暑的共鸣。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">雪碧<span style="color: black;">经过</span>设计个戏中戏的故事结构，在<span style="color: black;">宣传</span>中融入了沙雕、恶搞的元素，到戏中戏的故事转折，设置雪碧彩蛋的情节。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让「酷爽」、「凉凉」的<span style="color: black;">制品</span>卖点得以<span style="color: black;">恰当</span>的<span style="color: black;">显现</span>，用娱乐化沟通方式告诉<span style="color: black;">大众</span>一个道理——</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">酷爽没<span style="color: black;">那样</span>贵，<span style="color: black;">亦</span>没<span style="color: black;">那样</span>难，一支雪碧就够了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">全部</span><span style="color: black;">宣传</span>片看似无厘头、实则有嚼头！这种让用户喜闻乐见的沟通方式，<span style="color: black;">增多</span>了<span style="color: black;">宣传</span>的故事性和戏剧性，成功赋予雪碧解暑的内涵。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">能够</span>说，让观者<span style="color: black;">针对</span>夏日喝雪碧的体验更有感，形成过目不忘的认知度。</span></p><span style="color: black;">&nbsp;3</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;">&nbsp;跟用户「凉」到<span style="color: black;">一起</span>互动&nbsp;</strong></strong></strong></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"> 塑造会玩的品牌形象&nbsp;</strong></strong></strong></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">制品</span>和营销日益同质化的语境下 ， 品牌想要在喧嚣的营销中脱颖而出，那就<span style="color: black;">必须</span>琢磨<span style="color: black;">怎样</span>进行营销创新，哪怕只是简单拍摄一支<span style="color: black;">制品</span><span style="color: black;">宣传</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">毕竟娱乐至上时代，<span style="color: black;">无</span>消费者愿意听你安利<span style="color: black;">各样</span>枯燥乏味的卖点，这只会让用户左耳进右耳出。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而雪碧这一次，则是<span style="color: black;">选取</span>了一本正经胡说八道沟通方式，显然成功圈粉无数。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整体营销过程中，构建沙雕的营销语境，凭借脑回路清奇的剧情，带动用户参与观看黑科技大片；而设计出乎意料的结果，<span style="color: black;">亦</span>做到娱乐了<span style="color: black;">公众</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">带着用户<span style="color: black;">一块</span>玩，而不是自嗨，用户自然会为<span style="color: black;">宣传</span>买单。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这般</span>既可成功塑造雪碧「会玩敢玩」的品牌形象，改变过去受众对其营销保守的印象，为用户创造全新的观看体验，<span style="color: black;">提高</span>雪碧在消费者心中的好感度。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有利于<span style="color: black;">加强</span>品牌与<span style="color: black;">目的</span>受众之间的深度互动，从<span style="color: black;">增多</span>雪碧的品牌谈资<span style="color: black;">来讲</span>，达到流量转化的目的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，<span style="color: black;">针对</span>其它品牌<span style="color: black;">来讲</span>，雪碧的营销自然存在值得借鉴的<span style="color: black;">地区</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让你的品牌好玩起来，刺激<span style="color: black;">她们</span>的娱乐神经，<span style="color: black;">仅有</span>让人眼前一亮的营销动作，<span style="color: black;">才可</span>有机会<span style="color: black;">第1</span>时间拦截受众的<span style="color: black;">重视</span>力。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但归根结底，无论是荒诞还是恶搞，做任何的营销都要把握尺度，千万不要玩过火。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">否则的话，最后只会陷入愚人不成反被愚的境地。<span style="color: black;">这般</span>子看来，在进行这次「凉凉」<span style="color: black;">专题</span>营销之前，想必雪碧<span style="color: black;">亦</span>做好了预警。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">整理编辑：</span><span style="color: black;">Foodaily每日食品网（ID：</span><span style="color: black;">foodaily）</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">欢迎无<span style="color: black;">要求</span>转发至<span style="color: black;">伴侣</span>圈。</span><span style="color: black;">如需转载本文，请直接联系原作者授权。</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">关联</span>阅读<span style="color: black;">举荐</span></strong></span>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><a style="color: black;"><span style="color: black;">58年来首次！</span></a><a style="color: black;"><span style="color: black;">雪碧放弃绿色瓶到底<span style="color: black;">为何</span>？</span></a></h2>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><a style="color: black;"><span style="color: black;">雪碧出了喷雾罐，美国青年在街头玩疯了！</span></a></h2>
    <h2 style="color: black; text-align: left; margin-bottom: 10px;"><a style="color: black;"><span style="color: black;">品牌<span style="color: black;">怎样</span><span style="color: black;">经过</span>跨界营销“榨干”了你的钱包？</span></a></h2><span style="color: black;"><strong style="color: blue;">
            <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于<span style="color: black;">咱们</span>&nbsp;</p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">专注于食品&amp;饮料行业的“<span style="color: black;">制品</span>&amp;创新”</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">打造并分享有深度、有温度的内容</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">商务合作：</span></strong><span style="color: black;">Zoey（<span style="color: black;">微X</span>：m694387875）</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">转载或加入社群：</span></strong><span style="color: black;">Cherry（<span style="color: black;">微X</span>：18261804307）</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">茫茫人海<span style="color: black;">再也不</span>走失，</span><span style="color: black;">加个星标再走吧<img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>




wrjc1hod 发表于 2024-10-6 04:25:49

祝福你、祝你幸福、早日实现等。

m5k1umn 发表于 2024-10-15 13:34:18

“BS”（鄙视的缩写）‌

7wu1wm0 发表于 2024-11-14 03:53:55

你说得对，我们一起加油，未来可期。

nykek5i 发表于 昨天 06:43

我完全同意你的观点，说得太对了。
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查看完整版本: 雪碧这支宣传，真的要「凉凉」了.......