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产品/服务种类:饮料类(含烟酒)选送单位:优酷传播运动策划实施背景“把乐带回家”推出时机设定于2012年春节临近,不少在外打工和上学的子女无法在春节时回到父母身边,而父母盼亲归的心情却越来越强烈,百事和优酷在此时准确把握了受众的消费情感诉求,收获众多关注与参与度。优酷作为独家视频媒体合作伙伴,在优酷平台启动该部微电影的首映礼网络直播,并同时启动冠名优酷主题季之真情回家季,双管齐下。深入了解中国人春节团圆的传统习俗,“百事”孝为先的传统心理,在渲染情感的同时激发心理共鸣,传播品牌文化,宣传品牌理念。
Product / Service Type: Beverages (including alcoholic drinks and tobacco) Sent by: Youku dissemination campaign planning implementation background “Le band back ” launch timing set near the Spring Festival in 2012, many children working outside and school can not be When returning to their parents during the Spring Festival, parents' love of their loved ones is getting stronger and stronger. Pepsi and Youku at this time accurately grasped the audience's appeals for emotional appetite and reaped a great deal of attention and participation. Youku as the exclusive video media partners in the Youku platform to start the Department of Micro Film premiere broadcast the web, and at the same time launched the title Youku theme quarter of truth back to the season, two-pronged approach. In-depth understanding of the traditional Chinese Spring Festival reunification, “Pepsi ” filial piety as the first traditional psychology, emotional expression at the same time stimulate the psychological resonance, spread the brand culture, promote the brand concept.