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围绕春节回家过年这一社会性话题,蒙牛腾讯双方联手打造了一场关于品牌“点滴幸福此刻最浓”的营销盛宴。结合腾讯各平台、产品的优势,双方制定了幸福“点、线、面”的立体化传播体系,以实现品牌理念的有效深度触达。从活动主题的前期预热,到中期的网友互动分享,最后到记录幸福最浓时刻的传播节奏,每一步都确保实现蒙牛“点滴幸福此刻最浓”品牌主题与网友春节回家过年话题的深度关联,实现营销效果的最大化。
Around the Lunar New Year's Lunar New Year this social topic, both parties Mengniu Tencent teamed up to create a brand “drip happiness at the moment the most strong ” marketing feast. Combined with the advantages of Tencent's platforms and products, the two parties formulated a three-dimensional communication system of happiness, “point, line and surface” to achieve an effective depth of touch on the brand concept. From the theme of the preheating campaign to the mid-interactive sharing of users, and finally to record the rhythm of the most happy moments of communication, each step to ensure that the realization of Mengniu “drip happiness at the moment the most strong” brand theme and users Spring Festival Go Home New Year topic The depth of the relationship, to maximize marketing effectiveness.