宣传人必读的2019上半年全世界创意营销案例|案例盘点
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<h1 style="color: black; text-align: left; margin-bottom: 10px;">请多关注、点赞、转发!</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">时光飞逝,2019年<span style="color: black;">已然</span>过半。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回顾上半年的营销圈,有<span style="color: black;">那些</span>案例让你难以忘怀呢?话不多说,让<span style="color: black;">咱们</span>来看一看吧。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">猫爪杯营销</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b801fe374dd34350a48758d1f10a8507~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=%2FAqDaX9bfsv3EJdOzmxaX%2FgPxBw%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>星巴克春季新品,猫爪杯”一经上市<span style="color: black;">成为了</span>消费者心中最抢手的尖货,<span style="color: black;">诱发</span>了人群哄抢,不仅价格被一步步抬高,还<span style="color: black;">诱发</span>了一系列的哄抢斗殴事件,<span style="color: black;">因此呢</span><span style="color: black;">亦</span><span style="color: black;">叫作</span>这次事件为“圣杯战争”!</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">《Google Home Mini Loves Cats 篇》</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3945ed6674744408a10d62b0bb1791d4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=Fk3GEFUq3vaHNYyFo44wjQ6sg2I%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌日本为其旗下的智能语音助手 Google Home Mini 打造的这支超治愈“猫片”——《Google Home Mini Loves Cats 篇》,<span style="color: black;">经过</span>再现7个“猫奴”的<span style="color: black;">平常</span>宠猫瞬间,<span style="color: black;">移植</span><span style="color: black;">制品</span>的<span style="color: black;">各样</span>功能点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从星巴克的猫爪杯到谷歌的《猫片》,喵星人的可爱萌力任谁都难以抵抗,不少品牌抓住了这股浪潮,以猫咪为切入点进行营销。但<span style="color: black;">针对</span>大部分的品牌而言,喵力营销就仅仅是个噱头吗?这次谷歌就做出了很好的诠释。非场景的热点<span style="color: black;">移植</span>终不是有效<span style="color: black;">移植</span>,<span style="color: black;">仅有</span>将热点与<span style="color: black;">制品</span>卖点进行强<span style="color: black;">相关</span>,打造属于品牌自己的场景延伸,<span style="color: black;">才可</span>真正将热点流量转化为品牌口碑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">奔驰CEO<span style="color: black;">离休</span></strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/70878a60bda6417ab5db69777729e5a1~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=FitU6qn7%2FxdgTtOmsIvU0vieY80%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2019年5月,戴姆勒股份<span style="color: black;">机构</span>董事长兼首席执行官、梅赛德斯汽车集团总裁蔡澈宣布<span style="color: black;">离休</span>。当天宝马就发布了一条视频,<span style="color: black;">寓意</span>深长的说了句“<span style="color: black;">离休</span><span style="color: black;">便是</span>和过去说再见,去拥抱<span style="color: black;">将来</span>”。宝马和奔驰的互相“调戏”已<span style="color: black;">作为</span>业界知名且喜闻乐见的互怼商家。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">汉堡王烧<span style="color: black;">宣传</span>送汉堡</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c1639c7ac29949fd953fdfd1bf5dafbf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=8Ti3MLgqROXF0D%2FQAV2pgt0DBbs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">汉堡王鼓励消费者掏出手机扫描竞争对手的<span style="color: black;">宣传</span>,随即就会<span style="color: black;">显现</span>画面燃烧的效果,等竞争对手的<span style="color: black;">宣传</span>“燃烧”殆尽的时候,<span style="color: black;">显现</span>汉堡王的<span style="color: black;">宣传</span>将其取而代之,随后用户可领取一个皇堡的兑换券,<span style="color: black;">她们</span><span style="color: black;">能够</span>到<span style="color: black;">近期</span>的汉堡王门店兑换汉堡。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">论起<span style="color: black;">宣传</span>圈的CP就不得不<span style="color: black;">说到</span>汉堡王&麦当劳这对相爱相杀的好基友,<span style="color: black;">做为</span>营销圈的碰瓷王+段子手,汉堡王从来不会放过任何一个炒作自己的机会。而令人叫绝的是,每次汉堡王的碰瓷都不是为黑而黑,分寸感把握得极好。回顾这些年来让<span style="color: black;">大众</span>津津乐道的互怼案例,分寸感的把握<span style="color: black;">非常</span>重要,既要戳中对方痛点展现<span style="color: black;">自己</span>价值,又要幽默风趣不失绅士风度。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1476ba88a34449668d0ba5e9d49f4fcf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=86QgNhX8hI6IpWDdZx3O%2B1cdOsg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Kindle<span style="color: black;">能够</span>说是电子书阅读器的佼佼者,后来有人<span style="color: black;">发掘</span>Kindle用来盖泡面简直是神器,于是Kindle<span style="color: black;">得到</span>了“泡面盖子”的别<span style="color: black;">叫作</span>。谁都没想到,一个民间的玩笑,会被官方以<span style="color: black;">宣传</span>的形式进行投放,并<span style="color: black;">快速</span>登上<span style="color: black;">博客</span>热搜。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">优衣库&KAWS</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/549ecdeadfa748abbfbed179f111b775~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=f8a3UEM7VwVTvGkMw5RbRo0NJOQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">日本快时尚优衣库与美国当代艺术家KAWS合作的“KAWS:SUMMER”系列发售,<span style="color: black;">诱发</span>一众消费者早早排队等待开店抢购,最高售价仅99元人民币的系列<span style="color: black;">制品</span>在部分店铺3秒内就被<span style="color: black;">所有</span>抢光。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">Swatch猪猪作画</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a7c76bda53da4449bca5305cf8da6336~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=HBWJY%2BsYqEQBVLzRwl2%2B8%2B6PWNU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为了庆祝猪年,Swatch <span style="color: black;">选取</span>与世界上<span style="color: black;">独一</span>一只会画画、<span style="color: black;">乃至</span>连名字都在致敬毕加索的母猪合作,推出了 Flying Pig by Ms. Pigcasso 的艺术联名腕表,限量发售2019枚。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">IP时代,不少品牌都懂得“1+1>2”的道理。但联名IP这么多,能出彩的案例却很少,<span style="color: black;">哪些</span>成功的联名案例有<span style="color: black;">那些</span>独到之处呢?其一,IP最好跨界次数较少,<span style="color: black;">这般</span><span style="color: black;">能够</span><span style="color: black;">保准</span>IP的专注度和号召力。其二,无论是粉丝重合互补,<span style="color: black;">也</span><span style="color: black;">或</span>是理念<span style="color: black;">关联</span>,联名的品牌最好有共通之处。其三,联名是深度的内容合作不是简单的logo露出,真正的跨界营销是<span style="color: black;">制品</span>层面上的合作,<span style="color: black;">乃至</span>是深入到供应链、技术框架层面上的定制,真正形成品牌价值的合力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">啥是佩奇</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/16946d55b7a44349b83a9c4e925fc41a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=N6wcL2vfShB1VDAC3YwzZsSaAp0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">年前的一部电影宣传短片《啥是佩奇》,刷爆<span style="color: black;">伴侣</span>圈,魔性走红。片中讲述了老人李玉宝为了给孙子准备礼物,寻找并制作佩奇的感人故事,被<span style="color: black;">叫作</span>为年度催泪大片。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">马来西亚屈臣氏《过靓年,大过天》</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/bedd0e4ef56949ab9aa2c5b7cfb0fa85~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=vZ4aXD7sIw2hFkS8fc8pdYyJwb0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/760e74ca5e08431ca7616ad0389a464a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=%2BLvHfIF3AOEK%2F7ILAaF6cE2Rz5I%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">马来西亚屈臣氏发布了一支<span style="color: black;">鲜嫩</span>出炉的复古风年味<span style="color: black;">宣传</span>片《过靓年,大过天》一波接一波的家庭成员间“争奇斗艳”,最后都在母亲的“过靓年,大过天”的吆喝下,马上又变成一片和气,堪<span style="color: black;">叫作</span>春节“最佳歌舞<span style="color: black;">宣传</span>片”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">春节<span style="color: black;">做为</span>亚洲最重要的节日之一,“团聚过年”的传统习惯影响着每一代人,针对这个“团聚”<span style="color: black;">区别</span>的品牌<span style="color: black;">亦</span><span style="color: black;">按照</span>自己的<span style="color: black;">制品</span>特性进行延伸,<span style="color: black;">移植</span><span style="color: black;">区别</span>的场景打动受众。小猪佩奇大电影抓住<span style="color: black;">区别</span>代际的代沟问题,以爷爷寻找答案的视角阐述了长辈对孙辈默默无声的爱,而马来西亚的《过靓年,大过天》则从一家人的团圆饭入手,嬉笑怒骂间展示<span style="color: black;">制品</span>,把过年时的烟火气进行了恰到好处的诠释。与其说是节点营销,不如说是文化营销,<span style="color: black;">仅有</span>深度<span style="color: black;">认识</span>节点内容,将节点内容与<span style="color: black;">制品</span>特性进行<span style="color: black;">相关</span>,<span style="color: black;">才可</span>加深品牌记忆。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">华为《悟空》</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a49354ee52d142b5b7231840b248f5c3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=HebsW0MXheryMUkVdCE3qgAQyLg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5月23日,“华为终端官方<span style="color: black;">博客</span>”上线了一部竖屏微电影《悟空》。影片由导演蔡成杰执导,用华为 P30 Pro裸机拍摄而成,讲述了一个<span style="color: black;">孩儿</span>和悟空的故事。正值“六一”前夕,华为这部微电影情怀满满,让网友的口碑爆棚,<span style="color: black;">大众</span>都说,看懂了影片<span style="color: black;">背面</span>的故事。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">轩尼诗《七重世界》</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/21535fbdaa3b49518ea84e7d20e87704~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725976732&x-signature=GFrrtJHNOrkRyxWO0jgutoZ15ZQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">知名导演Ridley Scott<span style="color: black;">近期</span>联手轩尼诗,拍摄了一支极具<span style="color: black;">将来</span>感的<span style="color: black;">宣传</span>大片。导演将七重体验品鉴幻化为独立而又契合的七个超现实感官世界,精妙诠释了每一种味觉体验。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在视频制作越来越方便快捷的今天,有<span style="color: black;">非常多</span>品牌<span style="color: black;">起始</span>回归初心,用精工细做的内容对<span style="color: black;">制品</span>进行呈现,无论是华为对<span style="color: black;">制品</span>拍摄功能的<span style="color: black;">表现</span>,还是轩尼诗对酒中世界的呈现,都是表现<span style="color: black;">制品</span>特性的绝妙<span style="color: black;">途径</span>。电影用中光怪陆离的世界不仅<span style="color: black;">能够</span>将品牌强调的内容具象化,方便消费者认知,更<span style="color: black;">能够</span><span style="color: black;">经过</span>电影的内容、电影的思想深度拉近品牌和消费者的距离,<span style="color: black;">促进</span>消费者从心底认可品牌想要传递的内容。</p>
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