東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件

1、東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件提報(bào)客戶：提報(bào)單位：提報(bào)時(shí)間：東風(fēng)雪鐵龍活力車手選拔賽策劃方案 Vitality on me-Dongfeng Citron 2008 Vital Driver Contest 東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件2目錄目錄Contents東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件3活動(dòng)基本信息活動(dòng)基本信息Basic Info中國汽車運(yùn)動(dòng)聯(lián)合會(huì)中國汽車運(yùn)動(dòng)聯(lián)合會(huì)Federation of Automobile Sports of The Peoples Republic of China(FASC)東風(fēng)雪鐵龍東風(fēng)雪鐵龍 Dongfeng Citron 新浪網(wǎng)新浪網(wǎng)

2、S以東風(fēng)雪鐵龍世嘉為比賽使用車，進(jìn)行賽車選手和賽車寶貝的選拔活動(dòng)。以東風(fēng)雪鐵龍世嘉為比賽使用車，進(jìn)行賽車選手和賽車寶貝的選拔活動(dòng)。C-Quatre is designated as service car for racing and racing girl selection. 活動(dòng)主題活動(dòng)主題 Theme主辦方主辦方 Sponsors活動(dòng)官網(wǎng)合作活動(dòng)官網(wǎng)合作 Official Partner活動(dòng)內(nèi)容簡介活動(dòng)內(nèi)容簡介Briefing東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件4活動(dòng)目標(biāo)活動(dòng)目標(biāo)品品牌牌產(chǎn)產(chǎn)品品銷銷售售品牌：品牌：圍繞“創(chuàng)享生活”全年推廣主題，向受眾傳遞品牌“時(shí)尚”、“活力”的核心價(jià)值

3、。產(chǎn)品：產(chǎn)品：將世嘉作為賽事用車，提高東風(fēng)雪鐵龍08年戰(zhàn)略車型世嘉的曝光度，傳遞世嘉和諧大氣、動(dòng)感靈性、品質(zhì)卓越的高科技都市用車的定位。銷售：銷售：通過一系列圍繞終端的互動(dòng)活動(dòng)，提升品牌接觸度及潛在用戶到店率，提升銷售線索量。東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件5PurposeBrandProductSalesBrand: Promote “trendy and dynamic” core value of Dongfeng Citron brand under communication theme of the year that is “innovation, enjoyment of

4、life”. Product: Put C-Quatre into racing car use, exposing it more to the public and communicating its excellent nature, high-tech applications, and market orientation of urban travelling. Sales: Centering on terminal interaction, trying to attract more perspective customers to show rooms and get th

5、em more involved with Dongfeng Citron products. 東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件6活動(dòng)效果預(yù)估活動(dòng)效果預(yù)估東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件7Effect Evaluation東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件合作方合作方Partner調(diào)性契合分析調(diào)性契合分析Shared common ground*電視為挑戰(zhàn)類欄目，內(nèi)容時(shí)尚，充滿活力，與賽事調(diào)性一致。投入投入Input1100萬RMB 110m8期黃金時(shí)段+配合宣傳+明星資源+拍攝eight editions released in prime period+promotion+cel

6、ebrity+shooting產(chǎn)出產(chǎn)出Output5482.44萬RMB54.8244m收視率提升8ROI投入產(chǎn)出比分析投入產(chǎn)出比分析Analysis整體整體ROI匡算匡算ROI CalculateRMBRMB 84672000RMB 272000Ad valueNews valueProgram inputTotal inputTotal revenue東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件9活動(dòng)整體規(guī)劃活動(dòng)整體規(guī)劃賽事行程賽事行程公關(guān)傳播公關(guān)傳播廣告配合廣告配合賽事信息告知7月9月10月11月 啟動(dòng)儀式啟動(dòng)儀式勒勒布布中中國國行行終端活動(dòng)終端活動(dòng)報(bào)名階段報(bào)名階段選拔階段選拔階段后續(xù)推廣階段后

7、續(xù)推廣階段配合線下報(bào)名8月7.2810.188.1712月總總決決賽賽50進(jìn)進(jìn)3030進(jìn)進(jìn)1010進(jìn)進(jìn)3活力寶貝評選活力寶貝評選賽事花絮報(bào)道參賽選手證言傳播明星及選手傳聞公關(guān)傳播世嘉產(chǎn)品優(yōu)勢傳播品牌特性傳播賽事成績傳播參賽選手證言傳播勒布中國行傳播世嘉產(chǎn)品優(yōu)勢傳播品牌特性傳播競品對標(biāo)及市場盤點(diǎn)傳播產(chǎn)品展示、收集線索量、促銷成果展示、促銷賽事信息告知網(wǎng)絡(luò)報(bào)名入口連接區(qū)域總決賽及全國總決賽信息告知網(wǎng)絡(luò)入口連接電視專題欄目錄制電視專題欄目錄制及播出及播出東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件10General PlanningCContest schedulePR CommunicationAd su

8、pportContest update7月Jul.9月Sep.10月Oct.11月Nov. Launch ceremonyLeobs China tourTerminal activityRegistrationSelectionFollow-up promotionSupport off-line registration8月Aug.7.2810.188.1712月Dec.Final30/5010/303/10Racing girls selectionContest highlightsContestant testimonyNews about celebrities and playe

9、rs C-Quatres advantagesBrand characteristicsContest resultsContestant testimonyLeobs China tourC-Quatres advantagesBrand characteristicsComparison with rival products and market analysisProduct display, collect useful info, promotionShowcase achievements, promotionContest updateOnline registration l

10、inkRegional and national finals update Internet link東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件11目錄目錄Contents東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件12賽程整體規(guī)劃賽程整體規(guī)劃銷售大區(qū)銷售大區(qū)北京大區(qū)北京大區(qū)華東大區(qū)華東大區(qū) 華南大區(qū)華南大區(qū)華中大區(qū)華中大區(qū)拓展大區(qū)拓展大區(qū)華北大區(qū)華北大區(qū) 比賽城市北京上海廣州 武漢昆明青島世嘉投放時(shí)間9月2日9月2日9月20日9月20日9月20日10月1日l根據(jù)東風(fēng)雪鐵龍大區(qū)劃分將全國劃為6大賽區(qū)，每個(gè)賽區(qū)的賽事舉辦地為一個(gè)指定的重點(diǎn)銷售城市。月份月份 7月8月9月10月日期日期2823910 16 1

11、7 23 24 30 316713 14 20 21 27 284511 12 18 19 25 26周周一六日六日六日六日六日六日六日六日六日六日六日六日六日賽區(qū)賽區(qū)事事 件件北京北京報(bào)名，第一輪選拔上海上海報(bào)名，第一輪選拔武漢武漢報(bào)名，第一輪選拔廣州廣州 報(bào)名，第一輪選拔昆明昆明 報(bào)名，第一輪選拔青島青島 報(bào)名，第一輪選拔上海上海 報(bào)名同時(shí)完成網(wǎng)上答題宣布進(jìn)50人員名單30進(jìn)10賽50進(jìn)30賽10進(jìn)3賽全國總決賽勒布來中國東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件13Race ScheduleRegionsBeijingEast ChinaSouth ChinaCentral ChinaExte

12、nsionNorth ChinaHost cityBeijingShanghaiGuangzhouWuhanKunmingQingdaoLaunch time of C-QuatreSep. 2Sep. 2Sep. 20Sep. 2Sep. 2Oct. 1lSix divisions are drawn according to Dongfeng Citron;s sales regions, competition sites in each division represents a key sales city. MonthJul.Aug.Sep.Oct.Date282391016172

13、32430316713142021272845111218192526WeekMon. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun. Sat. Sun.DivisionEventsBeijingRegister and first qualificationShanghaiRegister and first qualificationWuhanRegister and first qualificat

14、ionGuangzhou Register and first qualificationKunmingRegister and first qualificationQingdaoRegister and first qualificationShanghai Register and completed the test onlinePublish the final 50 people list 10/3030/503/10National finalLeobs China tour東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件1、活動(dòng)主題：、活動(dòng)主題：2008 活力由我東風(fēng)雪鐵龍活力車手選拔賽啟

15、動(dòng)儀式2、活動(dòng)時(shí)間：、活動(dòng)時(shí)間：7月28日3、活動(dòng)地點(diǎn)：、活動(dòng)地點(diǎn)：媒體試乘試駕城市4、參與人群：、參與人群：中汽聯(lián)領(lǐng)導(dǎo)、東風(fēng)雪鐵龍領(lǐng)導(dǎo)、各大區(qū)經(jīng)銷商、媒體5、活動(dòng)內(nèi)容：、活動(dòng)內(nèi)容：借助世嘉新車媒體和經(jīng)銷商試乘試駕的時(shí)機(jī)，宣布啟動(dòng)活力車手選拔賽活動(dòng)。賽事行程賽事行程啟動(dòng)儀式啟動(dòng)儀式Race Schedule-Launch Ceremony14啟動(dòng)儀式啟動(dòng)儀式1. Theme: 2008 Vitality On Me-Dongfeng Citron Vital Driver Contest Launch Ceremony2. Time: Jul.283. Venue: cities holdin

16、g media test drive4. Participants: FASC, Dongfeng Citron leaders, regional dealers, media,5. Content: take advantage of C-Quatre test drive to kick off the contest of vital driverLaunch Ceremony東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件1、報(bào)名途徑、報(bào)名途徑：全國六大賽區(qū)報(bào)名活動(dòng)同時(shí)展開，可通過網(wǎng)絡(luò)報(bào)名（新浪官網(wǎng)）或到當(dāng)?shù)馗?S店報(bào)名參加此次活動(dòng)，到4S店報(bào)名可獲得精美禮品；2、報(bào)名條件、報(bào)名條件：18-40

17、歲擁有中華人民共和國駕照的公民均可參加（持專業(yè)賽車執(zhí)照者除外）； 3、初選方式：、初選方式：報(bào)名者完成網(wǎng)絡(luò)答卷，答卷計(jì)算分?jǐn)?shù)；線上設(shè)置“活力車手”游戲，報(bào)名者參與游戲過關(guān)，答卷成績與游戲成績綜合決定晉級資格，最終各城市選擇50人參與區(qū)域初賽。n 網(wǎng)絡(luò)專區(qū)設(shè)置網(wǎng)絡(luò)專區(qū)設(shè)置線上線上“活力車手活力車手”游戲游戲，以游戲的形式更加吸引人員參與。以游戲的形式更加吸引人員參與。亮點(diǎn)亮點(diǎn)賽事行程賽事行程報(bào)名階段報(bào)名階段Race Schedule-Registration15全國報(bào)名全國報(bào)名1. How to register: S or see your local 4S stores2. Registra

18、tion qualification: 18-40 year-old, must have Chinese drivers license (people with racing car license excluded)3. Approach: qualification is decided by both online test and game results. 50 will be selected from each city.n Vital driver online game is attractive and appealing to peopleHighlightNatio

19、nal registration東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件活力車手選拔原則：活力車手選拔原則：A：初賽階段進(jìn)行常規(guī)駕駛技能考核，要求選手具備良好駕駛技能，B：現(xiàn)場安排5輛世嘉，50名選手分為5組進(jìn)行比賽，通過單邊橋、曲線行駛、繞樁初級比賽進(jìn)行考核；C：對選手的整體素質(zhì)考核，選手的駕駛成績與整體素質(zhì)的綜合成績作為晉級標(biāo)準(zhǔn)，50名選手晉級30名。賽事行程賽事行程區(qū)域初賽區(qū)域初賽Race Schedule- Regional First Round16區(qū)域初賽區(qū)域初賽50進(jìn)進(jìn)30Vital driver selection criteria:A: Basic driving skills

20、will be tested in qualificationB: 50 players group in 5, they are going to pass the first round test by driving C-QuatreC: Give overall ability test to players, combine this result and driving performance, 30 out of 50 players are selectedFirst round 30/50東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件1、選拔原則：、選拔原則：A：復(fù)賽要求選手駕駛技巧，

21、環(huán)節(jié)設(shè)置較初賽更體現(xiàn)水準(zhǔn)；B：現(xiàn)場安排5輛世嘉，30名選手分為5組進(jìn)行技能測試（跟趾減檔動(dòng)作，左腳剎車動(dòng)作等），高速過彎，甩尾停車；C：選手展示個(gè)人才藝，充分體現(xiàn)其“活力”的特點(diǎn)；D：選手的駕駛成績與才藝展示綜合成績作為晉級的標(biāo)準(zhǔn)，30名選手晉級10名；2、亮點(diǎn)設(shè)置：、亮點(diǎn)設(shè)置：每個(gè)城市的選拔賽現(xiàn)場邀請3位明星作為評委，評委對選手的個(gè)人才藝打分。亮點(diǎn)亮點(diǎn)n3位明星構(gòu)成：位明星構(gòu)成：2名娛樂明星名娛樂明星+1名東風(fēng)雪鐵龍名東風(fēng)雪鐵龍車隊(duì)車手；車隊(duì)車手；n邀請具有活力、運(yùn)動(dòng)感的娛樂明星到場，吸邀請具有活力、運(yùn)動(dòng)感的娛樂明星到場，吸引大眾關(guān)注同時(shí)利于媒體傳播；東風(fēng)雪鐵龍車引大眾關(guān)注同時(shí)利于媒體傳播；

22、東風(fēng)雪鐵龍車隊(duì)車手到場展示車技，為活動(dòng)擴(kuò)大宣傳。隊(duì)車手到場展示車技，為活動(dòng)擴(kuò)大宣傳。賽事行程賽事行程區(qū)域復(fù)賽區(qū)域復(fù)賽Race ScheduleRegional Second Round17區(qū)域復(fù)賽區(qū)域復(fù)賽30進(jìn)進(jìn)101. Selection criteria:A: Regional second round contest requires driving techniquesB: 30 players are divided into 5 groups to test including gear down, left-foot braking, high-speed turning, dr

23、ift stop and ground racing C: Players show their special talents;D: Driving performance and special talents show together as standard, 10 out of 30 will be qualified for next run2. Highlight: 3 stars are invited to play judge role during contest.Highlightn3 stars: 2 famous entertainers and 1 Dongfen

24、g Citron team playernInvite vigorous stars to catch public eyes, Dongfeng Citron players will show their driving skills and enlarge communication voiceSecond Round 10/30東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件賽事行程賽事行程區(qū)域復(fù)賽區(qū)域復(fù)賽Race Schedule-Regional Final18賽車寶貝選拔：賽車寶貝選拔：Racing girl qualification區(qū)域復(fù)賽區(qū)域復(fù)賽30進(jìn)進(jìn)10期間進(jìn)行期間進(jìn)行 Durin

25、g 10/30 at regional final period賽車寶貝選拔：賽車寶貝選拔：Racing girl qualification1）區(qū)域復(fù)賽階段，線上展開賽車寶貝選拔； Online evaluation on racing girl during regional second round2）每名活力車手設(shè)置“xx寶貝專欄”，賽車寶貝將照片上傳至支持車手的寶貝專欄，發(fā)表寶貝宣言，接受大眾的投票； Each vital driver has specific area open online for uploading racing girl photos and accepti

26、ng public votes3）全國前6名強(qiáng)支持寶貝中選出票數(shù)最高的2名，12名賽車寶貝簽約成為東風(fēng)雪鐵龍的專屬模特； 12 racing girls, under the name of national top 6, who are voted highest scores will be signed as exclusive models of Dongfeng Citron4）有機(jī)會(huì)參與湖南衛(wèi)視勇往直前特別節(jié)目拍攝與勒布親密接觸。 Prize winning racing girls may participate Hunan TV program and have chance

27、to meet Loeb in person東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件賽事行程賽事行程區(qū)域決賽區(qū)域決賽Race Schedule-Regional Final19區(qū)域決賽區(qū)域決賽 Regional Final10進(jìn)進(jìn)3 3/101、選拔原則：、選拔原則： Selection criteriaA：決賽階段考核選手在實(shí)際賽道駕車水平； Final focuses on testing rally technique and performanceB：安排2輛改裝后的C-Quatre，在實(shí)際賽車道進(jìn)行賽道選拔賽，根據(jù)時(shí)間決定勝負(fù)； Two remodeled C-Quatre are em

28、ployed as designated car for contest, the outcome will be decided by timingC：賽車寶貝到場為支持選手助威，活力車手與賽車寶貝互動(dòng)； Racing girls will be organized into cheering team to motivate players in racingD：10名選手通過比賽晉級區(qū)域3強(qiáng)，全國通過比賽產(chǎn)生18名晉級選手； 3 players are qualified after regional final, 18 players go to national final in t

29、otal亮點(diǎn)亮點(diǎn)Highlightn賽車寶貝賽車寶貝出現(xiàn)使現(xiàn)場吸引人氣，賽車寶貝與活力車手現(xiàn)場互動(dòng)；出現(xiàn)使現(xiàn)場吸引人氣，賽車寶貝與活力車手現(xiàn)場互動(dòng)； Racing girls drive on-site enthusiasm and making the contest more appealing 東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件n 通過通過賽車訓(xùn)練營賽車訓(xùn)練營培訓(xùn)培訓(xùn)18名選手，獲得名選手，獲得D本駕照，使得活動(dòng)更具有誘惑力。本駕照，使得活動(dòng)更具有誘惑力。18 players training at racing camp stand a chance to get D driver

30、license, which will make the contest even more appealing.賽事行程賽事行程全國決賽全國決賽Race Schedule-National Final亮點(diǎn)亮點(diǎn)Highlight20全國決賽全國決賽National final1、車手訓(xùn)練營：、車手訓(xùn)練營：18名選手全部進(jìn)入賽車手訓(xùn)練營完成3天訓(xùn)練，通過考核者獲得D本賽車駕照； Driver training camp: all 18 drivers will accept 3-day training, after exam they receive D-type driving licens

31、e2、選拔原則：、選拔原則： Selection criteriaA：通過車手訓(xùn)練營的培訓(xùn)，18名選手進(jìn)行賽道駕駛，最終以時(shí)間決勝出最終的全國冠亞季軍； 18 players compete in rally, top 3 will be decided by timingB：全國6強(qiáng)：冠軍1名、亞軍2名、季軍3名； National top 6: 1 champion, 2 runner-ups and 3 third places4、明星助威：、明星助威：全國總決賽現(xiàn)場邀請3位明星到場，明星為選手助威打氣；選手與明星互動(dòng)，教明星駕駛賽車。 Celebrity in support: 3 w

32、ell-known stars are invited to national final site and interact with winning players東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件借助勒布WRC總冠軍的光環(huán)，策劃系列互動(dòng)環(huán)節(jié)，吸引受眾參與到活動(dòng)環(huán)節(jié)中來；并且通過娛樂化的包裝手法，在電視媒體上重點(diǎn)爆破。Take advantage of the glory of Loeb champion to attract large public involvement and gain heavy exposure in TV through creative approach一

33、場見面會(huì)一場見面會(huì)+車技秀車技秀亮點(diǎn)活動(dòng)亮點(diǎn)活動(dòng)勒布中國行勒布中國行Highlight-Loeb China Tour勒布中國行勒布中國行Loeb China Tour21東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件l節(jié)目概述：節(jié)目概述：圍繞汽車運(yùn)動(dòng)由明星、車手和車模為主要參與嘉賓的大型競技挑戰(zhàn)類節(jié)目。融競技挑戰(zhàn)，游戲趣味于一體，嘉賓將在鏡頭前用行動(dòng)展示東風(fēng)雪鐵龍品牌和世嘉的特性。l節(jié)目形態(tài)：節(jié)目形態(tài)：節(jié)目采用內(nèi)外場相結(jié)合的方式，包含兩個(gè)部分：1、外場：挑戰(zhàn)全記錄+選手備戰(zhàn)檔案；2、內(nèi)場：現(xiàn)場競猜+選手拉票+內(nèi)場挑戰(zhàn)。l播出時(shí)間：播出時(shí)間：每期節(jié)目時(shí)長為30分鐘；每周六日晚播出；8期節(jié)目，歷時(shí)2個(gè)月。

34、l宣傳配合：宣傳配合：1、節(jié)目冠名；2、節(jié)目唯一用車（世嘉）；3、品牌及產(chǎn)品植入（明星或主持人穿著有東風(fēng)雪鐵龍LOGO的賽車服；麥克風(fēng)專用貼；臺(tái)詞品牌提及； 15秒的節(jié)目宣傳片，每天不少于4次）；4、廣告（帶東風(fēng)雪鐵龍的活動(dòng)角標(biāo)；節(jié)目前后的世嘉15秒廣告；鳴謝“東風(fēng)雪鐵龍”的獨(dú)立字幕畫面）；5、明星參與；6、后續(xù)配合（活動(dòng)特別報(bào)道及“勒布中國行”專題節(jié)目）。22東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件23目錄目錄 Contents東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件24平面?zhèn)鞑ヒ?guī)劃平面?zhèn)鞑ヒ?guī)劃Print Media Communication Plan1、每個(gè)賽區(qū)選擇一家核心大眾媒體汽車版進(jìn)行賽事

35、持續(xù)報(bào)道； A core general media will be selected from each contest holding region for report2、娛樂媒體、體育媒體、汽車類媒體多種形式組合進(jìn)行宣傳； Embedded diversified media like entertainment, sports and auto for communication3、利用湖南衛(wèi)視平臺(tái)資源，全面對娛樂媒體進(jìn)行滲透。 Take advantage of Hunan TV as key communication platform to penetrate contest

36、info on entertainment media階段階段 Phase傳播內(nèi)容傳播內(nèi)容 Content標(biāo)題示例標(biāo)題示例 Article Example報(bào)名階段報(bào)名階段Sign up通過活動(dòng)新聞稿通發(fā)，提升活動(dòng)的知曉度，吸引受眾參與和期待Raise awareness toward contest to attract target group and draw expectation打造賽車“超級男生”！ 東風(fēng)雪鐵龍活力車手選拔賽啟動(dòng)“Super boy” in racing! Dongfeng Citron Vital Driver Contest kicks off與 WRC接軌 世嘉

37、成“活力車手”座駕“Return from WRC, C-Quatre becomes appointed car for vital driver”活動(dòng)選拔活動(dòng)選拔Competition借助娛樂明星參與車手選拔、勒布中國行等等活動(dòng)和事件，對活動(dòng)與產(chǎn)品進(jìn)行適時(shí)傳播Generate proper communication through entertainment star, vital driver contest, Loeb China tour活力車手火爆登場，首日報(bào)名達(dá)數(shù)千“Thousands sign up for vital driver contest”XXX明星突襲活力車手現(xiàn)場

38、“XXX (star) appearing at vital driver contest”將活力進(jìn)行到底東風(fēng)雪鐵龍海選“中國勒布” “Dongfeng Citron is seeking Chinese Loeb”勒布君臨活力車手 WRC王者面臨“挑戰(zhàn)”“Loeb facing challenge from vital driver”后續(xù)深化后續(xù)深化Follow up借助車手證言、活動(dòng)的持續(xù)影響力及在中國車市上的創(chuàng)新營銷，突出世嘉的產(chǎn)品優(yōu)勢及東風(fēng)雪鐵龍活力的品牌內(nèi)涵。Highlight C-Quatre advantage and Dongfeng Citron brand insight

39、through driver testimony and so on.中國兩廂車王者對決：活力之王PK動(dòng)力之王“Two-box competition: Vital king PK dynamic king”東風(fēng)雪鐵龍2008：扛起中國車市“活力”大旗“Dongfeng Citron impresses Chinese auto market with vitality ”傳播策略傳播策略Communication strategy東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件25Banner導(dǎo)航欄焦點(diǎn)圖（車手選拔）主新聞賽程規(guī)則及協(xié)議關(guān)鍵詞新聞（以焦點(diǎn)人物或經(jīng)典語為關(guān)鍵詞）車手報(bào)名區(qū)賽車寶貝報(bào)名區(qū)焦點(diǎn)

40、圖（賽車寶貝選拔）六大賽區(qū)選拔賽程及名次公示（分為六區(qū)）六大賽區(qū)賽車寶貝名次公示（分為六區(qū)）視頻專區(qū)焦點(diǎn)視頻（官方拍攝）視頻點(diǎn)播區(qū)車手、比賽花絮賽車寶貝評選及生活花絮網(wǎng)友上傳視頻視頻博客&播客專區(qū)車手博客排行博客熱文網(wǎng)友開博區(qū)賽車寶貝博客排行車手/寶貝播客圖片區(qū)其他報(bào)道主辦方等鏈接相關(guān)專題鏈接網(wǎng)絡(luò)傳播規(guī)劃網(wǎng)絡(luò)傳播規(guī)劃l 于新浪設(shè)立“2008活力由我 東風(fēng)雪鐵龍活力車手選拔賽”網(wǎng)絡(luò)專題，除了介紹基本信息外，根據(jù)活動(dòng)不同階段設(shè)置不同專題模板內(nèi)容，適時(shí)更新。與新浪播客、土豆網(wǎng)合作，傳播：l活力車手選拔賽花絮；l 結(jié)合明星參與，通過明星“試駕”、現(xiàn)場趣事和“險(xiǎn)情”，突出世嘉的時(shí)尚、舒適和安全；l 勒布

41、表演秀。網(wǎng)絡(luò)專題示意網(wǎng)絡(luò)專題示意在百度貼吧等論壇傳播娛樂明星參與活動(dòng)信息，通過八卦等傳聞公關(guān)手段提升對品牌和產(chǎn)品的曝光度。網(wǎng)絡(luò)專題網(wǎng)絡(luò)專題視頻傳播視頻傳播論壇傳播論壇傳播東風(fēng)雪鐵龍活力車手選拔賽策劃方案課件26BannerNavigationFocal pic（Driver）Main newsRules and agreementNews key words（Key word like focal figure or punchline）Vital driver sing upRacing girl sign upFocal pic（Racing girl）Contest ranking（6 regions）Ranking of racing girl（6 regions）Video areaVideo（Official video）Video order programEpisodes about driver and contestRacing girl evaluationUpload video by netizenBlog and Vblog areaDriver blog rankPopular blogNetizen blo