传播背景:随着人们生活水平的提高和消费观念的转变,中国汽车消费进入一个全新的多元化消费时代,人们在用车选择上更注重商务和交通兼顾,时尚和实用并重。在这种新需求的驱动下,多功能车市场成为新的增长点。逸致是国内首款融合了中高级轿车,MPV和SUV三种车型特征的新型多功能车——FUV。201 3年夏,逸致启动全能家庭总动员活动,在土豆、逸致官网、官微上线了一段精彩的逸致动物乐园视频。但单纯的视频传播难以吸引关注,我们要如何善用其形式,才能焕发视频广告的活力;新媒体时代,如何找到有趣点来吸引消费者,怎样和消费者做品牌沟通才能真正扩大传播力度? Dissemination Background: With the improvement of people’s living standards and changes in consumer attitudes, China’s automobile consumption has entered a brand-new era of diversified consumption. People pay more attention to the selection of vehicles for business and transportation while paying equal attention to fashion and practicality. Driven by this new demand, the utility vehicle market has become a new growth point. Yatchee is the first new multifunctional car in the country that combines the features of a midsize sedan, an MPV and an SUV. In the summer of 2013, Yi Tzu initiated the all-round family mobilization activities. In the potatoes, Yat-sen official website, the official microblogging on-line a wonderful Yat-sen animal park video. However, it is hard for me to pay attention to mere video dissemination. How can we make good use of its form in order to rejuvenate the vitality of video advertising? How can we find interesting points to attract consumers in the new media era and how can we truly communicate with consumers through brand communication?