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2018-10-12

【精选】2018万圣节借势营销案例

  节日借势营销是消费者的狂欢派对。这是对品牌和商家的考验。如何创新营销游戏玩法以及如何寻求广泛而准确的曝光方法?在万圣节到来之际,这是该品牌吸粉的绝佳节点。借此连接品牌和用户,“万圣节”热点被巧妙地用于推出经典假日营销浪潮,我们精选了万圣节借势案例,供大家学习借鉴。


  美妆相机

美妆相机万圣节主题

  美妆相机万圣节主题


  美妆相机基于各国文化研发了多款万圣节主题妆容和AR造型,如日本鬼护士、巴西暗夜人鱼、美国占卜师、墨西哥亡灵、印尼火山公主等,既有丰富的文化故事和内涵,又有出众的视觉效果。

  另外,美妆相机还联合小红书、陌陌、摩拜、携程等品牌策划“万圣百味人生”营销实践,帮助各大品牌从心里层面实现与用户的节日活动。另一方面则用“百鬼夜行之人生百态”去挖掘节日中更走心的一面,与大家站在一起看透生活工作的种种不易,在走心中引发用户共鸣。

  最终,这波用户颜值需求与节日气息兼具、走心创意与完美互动并行的节日营销策划,强化了美妆相机“年轻时?#23567;?#39640;颜值、会搞事”的品牌调性,提升了现有用户的品牌?#39029;?#24230;和用户粘度。


  滴滴租车

滴滴租车万圣节营销活动

  滴滴租车万圣节营销活动


  在本次营销中,滴滴租车抓住了万圣节这样一个年轻人汇集的场景,分别从使用场景、价格、人群上定位营销方向,在用创意装扮丰富单一的车型带给了用户新奇感的同时,万圣节故事的背景也让线下服务更加充满人情味,满足用户个性化需求、提高用户体验,配合新老顾客兼具的打折促销,这样一波营销策划,确实亮眼。


  彩虹糖

  短片?#24425;?#20102;一架通往9楼和10楼之间楼层的神秘电梯,而M&M's的主角是公路上的幽灵摩托车骑手;Starburst的故?#30053;?#26159;一个被替换了身份的小男孩,而士力架更是把钓鱼的人变成了被钓的鱼。每个短片?#26082;?#20154;毛骨悚然。

  这一组短片由玛氏和FOX.COM共同完成。虽?#27426;?#29255;里完全没有产品植入,也几乎没有任何的宣传意味。但确实带来了万圣节的?#26893;?#27675;围。


  ?#31995;?#22522;

  为迎接即将到来的万圣,今年?#31995;?#22522;(中国)联合梦工厂的经典怪物史瑞克推出了各种“万圣神器(美食)”,让你边吃边玩。你觉得如何?

  

造型神器——怪力血袋饮

  造型神器——怪力血袋饮(ps:一款看起来像血的果蔬汁饮料),?#20154;?#20063;要吸睛


搞怪利器——万圣节日桶

  搞怪利器——万圣节日桶,好吃,还能提供独特造型搭配


  一般品牌做节日营销策划大多以一些文案,海报,策划一些简单的主题或活动,根据“节日和生活”主线:首先使用产品,?#38469;?#26469;满足用户的需求,然后探索节日的情感核心,建立“万圣节”和“生活”之间的联系,并产生心灵的内容。在?#25991;?#21326;的同时,引导用户思考“节日与生活”,激发情感共鸣。

  但是,这些营销策划活动的后续效应,是否整个行业合作吸引了顾客,最终是否能够提高整体经济效益还有待进一步观察,特别是借势营销推广方法是双刃剑。如果只是刻意的刷存在感,服务质量把关不严,甚?#37327;?#33021;对参与活动的品牌造成伤害。

声明:部分文?#30053;?#33258;网络,如本站文章和转稿涉及版权等问题,请作者及时联系本站,我们会尽快处理。
北京赛车横版走势
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