哪吒汽車ip整合營銷案例分享魔童的誕

魔童的誕生哪吒汽車IP整合營銷案例分享Movie<TheBirthofNezha>NezhaAutoIPIntegratedMarketingCaseSharingCompany1990-19992012-2014超級平臺移動互聯(lián)網(wǎng)媒體時代Mobileinternet1990-19992012-2014超級平臺移動互聯(lián)網(wǎng)媒體時代MobileinternetmediaeraAPP互聯(lián)網(wǎng)媒體時代Internetmediaera傳統(tǒng)媒體時代Traditionalmediaera社交/新聞類APP引領(lǐng)潮流Social/newsappsleadtheway移動廣告爆發(fā)式增長Mobileadvertisingexplosivegrowth電視&報紙為主導(dǎo)MainlywithTV&Newspaper媒體資源匱乏cesPortalbecomestheleader博客/論壇繁榮視頻崛起logForumVideoRiseContemporary:BigData+BigContentBecomingTrend認識Knowing認知Recognition認同Identification 傳播1.0Spread1.0傳播2.0Spread2.0傳播3.0Spread3.0產(chǎn)品大眾產(chǎn)品大眾2000-2011消費者Socialgroups2015-至今碎片化時代碎片化時代Fragmentationera心新技術(shù)強化體驗eexperience粗粗放的廣而告之廣告/CPC/CPM信息流/DSP跨界/IP/內(nèi)容營銷大媒體占位投放效比ROI傳播環(huán)境匹配以社群價值認同ExtensiveandwidelyadvertisedAd/CPC/CPMInformationflow/DSPCrossCooperation/IP/ContentOccupyLargeMediaROICommunicationEnvironmentMatchMarketingIdentifywithcommunityvalue3.0傳播品牌宣傳的難題與解決之道3.0SpreadTheProblemandSolutiontoBrandCommunication本來就是一場“注意力搶奪戰(zhàn)”誰先占據(jù)誰就搶奪先機如何利用碎片化時間讓消費者記住你InternetEraIt'sa"attentiongrabbingwar“WhoevertakesthefirstplacewillseizethefirstopportunityHowtousefragmentationtimeLetconsumersrememberyou Summary合眾成立于2014年公Summary合眾成立于2014年公司總部位于上海,是唯一一家擁有”雙資質(zhì)、雙工廠”的新勢力造車企業(yè)Hozonwasestablishedin2014HeadquarteredinShanghai,thecompanyistheonlyNEVwith“double-qualifiedanddouble-factory”.Withtheproductlaunchandrelease,salesattheforefront,andcombinedwithbigIP,whichhascreatedagoodbrandawareness.企業(yè)使命以智能電動車為載體,讓綠色出行新生活走進千家萬戶企業(yè)愿景讓高品價比的智能電動車觸手可及EnterprisemissionSmartElectricVehiclesasacarrier,toletgreentravelnewlifeintohouseholdsCorporatevisionMakehigh-qualitySmartElectricVehiclesatyourfingertipsthousandsof2018.4桐鄉(xiāng)智慧工廠竣工硅谷智能駕駛研發(fā)中心美國掛2018.4桐鄉(xiāng)智慧工廠竣工硅谷智能駕駛研發(fā)中心美國掛牌2015.2與清華長三角研究院共建研發(fā)中心JointconstructionofR&DcenterwithTsinghuaYangtzeRiverDeltaResearchInstitute2017.4獲得發(fā)改委整車生產(chǎn)資質(zhì)ObtainvehicleproductionqualificationofnationaldevelopmentandReformCommission2018.11首款產(chǎn)品哪吒N01上市獲宜春金合投資入股ThefirstproductNezhaN01onthemarket2019.4合眾U亮相上海車展HozonUappearsonShanghaiAutoshow哪吒之魔童降世>Cross哪吒之魔童降世>CrosscooperationwithNationalfilm<ThebirthofNezha>ontheshowTongxiangsmartfactorycompletedGetYichunJinheinvestmentCenterListedonSiliconGetYichunJinheinvestmentCenterListedonaq2018.52019.6宜春工廠開工儀2019.6宜春工廠開工儀式OpeningceremonyofYichun2017.11參2017.11參加第四屆烏鎮(zhèn)互聯(lián)網(wǎng)大會Attendthe4thWuzhenInternetConference2019.3北京設(shè)計中心成立BeijingDesignCenterestablished第一款整車試制下線The第一款整車試制下線ThefirstvehicleTrialproductionoffline2014.10公司注冊成立HozonofficiallyannouncementbyMinistryfactoryofindustryfactoryinformationtechnologyu什么是哪吒？—重塑哪吒形象Whatisu什么是哪吒？—重塑哪吒形象WhatisNezha?-Reinventingtheimageu哪吒和我們有什么關(guān)系？—建立“哪吒汽車”與消費者的關(guān)聯(lián)Theconnectionwithus?—EstablishtheassociationwiththeconsumersFromNezhatoNezhaAutoTheChallengefortheNezhaAutoBrand,whichisbornintheendof2017傳統(tǒng)形象束傳統(tǒng)形象束縛TraditionalimagebondageConstrainedbythetraditionalimage,theuser’stheimpressionofpiongunandthehotwheelseasilycalize以以哪吒為名帶來的輿論TheparadoxbroughtbythenameantagesanddisadvantagesinezhaItbringstopicsandtraffichilewiththedoubtItissaidthatthenameistooentertainingandlacksrigorousattitude.NezhaAutobrandProposition嘗試在更廣闊的世界里見識精彩DaretotryBewonderfulinthewiderworldWakeupThespiritof“Nezha"inyourheart用三頭六臂活出真正的自己FacingthechallengeLiveyourtrueselfwiththreeheadsandsixarms大聲地喊出新一代哪吒精神ShoutoutthenewNezhaspirit每個人心中都藏著個哪吒Nezhalivingineveryone’sheart每個年代都有哪吒精神NezhaSpiritlivingindifferentyearage每個人都會與命運抗?fàn)嶦veryoneneedtofightagainstfate去你個鳥命！成功案例：哪吒汽車X成功案例：哪吒汽車X哪吒魔童大電影哪吒魔童降世&哪吒汽車可遇不可求的可遇不可求的一次完美邂逅PerfectEncounter哪吒汽車與哪吒魔童精神內(nèi)核的共鳴TheresonancebetweenNezhaAutoandNezhachild'sspiritualcore充分借助《哪吒之魔童降世》大IP和哪吒命名本身的關(guān)注提升哪吒汽車的知名度與美譽度MakefulluseofthebigIPandtheattentionofthenameitselfPlaythebrandspiritof“Brave,YouaretheNezha”EnhancethepopularityandreputationoftheNezhaAutoNezhamovieIPNationalLevelPhenomenon---brokearecords,People'sDailyCCTVgivea“thumbs-up”numberof流量變現(xiàn)提升線索Traffic流量變現(xiàn)提升線索Trafficintoflow,improveleadsIP360——正向助推環(huán)ForwardBoostIP360借勢曝光話題引導(dǎo)UseExposureEarned：報道(娛樂生活+汽車)Report(entertainmentlife+vehicle)OwnedOwned：雙微+抖音+朋友圈Weibo&Wechat+Douyin+FriendsCirclePaidPaid：映前貼片+高鐵Adspre-releaseFilm+high-speedrailAds熱度引流搜索攔截GuidetrafficSearchinterceptionapp：留資IPthemeofficialwebsite/e-commerce/App:Leaveleads承承接落地促進轉(zhuǎn)化takePromoteconversion新車上市EP11CRM+終端NewVehiclelaunchEP11CRM+RegionalIP主題：發(fā)車+觀影+事件IPtheme:Launch+Film+event激發(fā)話題持續(xù)擴散Stimulatetopiccontinuetospread用戶口碑P形成良性熱度循環(huán)Formgoodcircle合眾哪吒魔童態(tài)度海報HozonNezhaAttitudePoster合眾哪吒魔童海報HozonNezhaImagePoster合眾哪吒魔童---精益制造篇HozonNezha---LeanManufacturing線下營銷：目標(biāo)陳塘關(guān)——哪吒前世探尋之旅BTL:TargetChenTangGuan——ToExplorethepastlifeofNezhah活動地點：桐鄉(xiāng)新工廠Location:TongxiangNewFactory活動內(nèi)容：200臺魔童哪吒2020款集結(jié)發(fā)車(N01車陣)Content:200unitsof2020Nezhamodelassembled(N01VehicleQueue)目標(biāo)陳塘關(guān)，演繹哪吒傳奇TargetChenTangguangPerformNezhaLegend廣州車展魔童形象亮相哪吒魔童IP上線后營銷相關(guān)指數(shù)表現(xiàn)優(yōu)異MarketIndexPerformsExcellentafterNezhaIPonline哪吒汽車NezhaAutoBaidusearchindex：MoMincrease157.55％Baiduinformationindex：MoMincrease84.94％Numberofselfmediafans:538413,anincreaseof144947,asignificantincreaseSelfmediareadingnumber:MoMincrease2379.79％Selfmediaforwardinglikesnumber:MoMincrease1485.94％ (Monthafter數(shù)據(jù)截止至8月6日，環(huán)比執(zhí)行前7月20日)普通電腦公司Generalcomputercompany哪吒品牌的未來：引爆從國潮IP進階到國際IP之路ThefutureofNezhabrand:theroadfromNationalTrendIPtoInternationalIPNezhaN012020transformersSpecialEdition??NEDC≥500km?0—100m/s加速≤4.9s0-100m/sacceleration≤4.9s?超長軸距=2770mmExtralongwheelbase=2770mm?L2+級自動駕駛輔助L2+levelautomaticdrivingassistance?OTA整車在線升級OTAvehicleonlineupgrade?小You智能機器人ouintelligentrobot?OLED透明A柱OLEDtransparentA-pillarbaozangnvhai0(添加每日分享方案)EveryonehasaNezhahiddeninTaheart安定中的躁動安定中的躁動在家庭和自我中不斷搖擺，為了一群人更好的生活，將內(nèi)心中的那個“我”小心隱藏。將天性故意的遺忘表面上歲月靜好，現(xiàn)世安穩(wěn)一個好丈夫、好爸爸、好老板、好員工生活繼續(xù)在走上坡路，有閱歷，有資歷，那些好奇、瘋狂、勇氣、熱膽的天性那些與生俱來的天賦和個性，PeacefulCasualGuy對速度和腎上腺素的追求已經(jīng)深入骨髓也曾是秋名山上和五菱宏光一較高下的老司機而今退隱江湖，車子開的滴水不漏，將老婆孩子平安送達，就是你最大的目標(biāo)只是偶爾獨自駕車之時那蠢蠢欲動的速度天性踩油門的腳總會不自覺加重HardcorehotMom曾經(jīng)也是上九天攬月下五洋捉鱉身懷365項絕技喝過最烈的酒，爬過最陡的山，去過最遠的天涯。而今滿身技藝化作繞指柔換尿布、喂奶、帶孩子遛彎，扮大馬、輔導(dǎo)功課，雖辛苦，卻也樂在其中但每當(dāng)四下無人的時候那天性中對外面世界的好奇總有讓夢到曾經(jīng)肆意天涯的時光Punkwarmman過去勇敢是你的代名詞勇敢的愛、勇敢的倔強、勇敢的自我、勇敢的表達如今收拾了你的頭發(fā)和模樣，人畜無害，勤勤懇懇工作事業(yè)穩(wěn)中有升，陽光燦爛只不過當(dāng)回家，慵懶躺在沙發(fā)座椅上想一想,那曾經(jīng)天生要去勇敢面對全世界的少年嘴角總會呈現(xiàn)微微上揚的微笑哪吒U可以讓他們?nèi)プ非驨ezhaUcanletthempursue更好的成為自己，展現(xiàn)自己與生俱來的天賦和天性tobebetterselfandshowborntalentandnature哪吒U繼續(xù)IP打造之路BuildanNorthPoleTestIP北極挑戰(zhàn)之旅NorthPolarTrip極智性能的極致考驗Theultimatetestofintelligentperformance操控測試征服北極五大實測FivemeasurementsofconqueringtheArctic測試測試BatteryEndurancetesttest