Spread purpose: the advertisers want borrow

. Project background: in June 2010, Shanghai general motors in the intermediate car market send force punch, strong launch buick brand "global platform, European and American technology"'s latest film - buick sedan, the British lang GT is gm in China in the first paragraph of lead in the global market start and cars. As one paragraph high-grade medium-sized cars, buick British lang GT dynamic elegant appearance, and in modern control performance, safety and comfortable ride YueJi strength, the car overturned the definition of both the intermediate.

2. Spread purpose: the advertisers want borrow buick British lang GT China first start and listing of the opportunity, a strong brand, and attract users exposure importing activity official website understand product features.

3. Background: customer put forward the cooperation based on promotion listed, lang GT purpose and product features the hope and video website cooperation, based on customer demand, odd art with baidu backend data about target population preferences,mbt sandals sale we recommend the tv& skilling on the popular arts are the three launched "as a new proposal, and take the form of pack theatre, obtained the customer approval;

Second, the marketing scheme
1. Case hotspot:
1) through the baidu backend data understand English lang GT target user preferences, and odd behavior tv& matching precise orientation; art

2) in strange new three rhetorical platform and four TV cross media contrast get "fill" and "move";

3) odd art follow-up and baidu stick combining linkage, a very short time and continued rapid warming to reputation spread influence.
2. Platform advantage:
1) mass focus: video search by baidu Aladdin and will be most new "three" Chronicles gathered in strange arts Internet platform, again through the odd art powerful stand inside promotion resources, carries on the matrix dissemination;
2) to understand the user: by baidu index, baidu such strong background SiNa user analysis technology, make odd art more understanding of attention the lang of user preferences, know target audience most go stick and concerns;
3) experience first: odd art platform depth user experience, whether for ascension user view pieces experience or watch ads in the same site experience in leading position;
4) accurate orientation: odd art interactive activities, can locate precisely to its related film actor, get it, let's role and local, expand influential and etc, direct target audience, accomplish precise marketing;
5) topic merchant area's spread: vote and baidu stick, like the words with the linkage of iPhone, MBT Salama, win three successful case, through the interaction between associated stick a post, form geometry levels, a very short time campaign heats up, quickly in reputation spread to influence.
3. Creative explains:
1) Who: odd art understand English lang GT users; Through the baidu search strange arts learned that concern in the British lang GT Internet users most interested in car is the category except video, film Through the baidu search odd art understands, search the lang GT user is most interested in is: "three kingdoms" TV;

2) with the strange arts pains: the video with attention long GT content of the three macro article blockbuster "hot new moon, comfortably version of" three kingdoms ratings of top: on May 2nd among the four TV broadcast, less than a month's time, version of "three kingdoms" by jiangsu TV ratings and 1.3% of anhui TV's 1.05% (n = 7) ranks the TV viewing ratings two before a list. Odd art self-producing attack, creating the brand marketing storm: version of "three kingdoms" in odd art may synchronous premiere keywords retrieval quantity achieved average day 80 million times, including 60 million were brought to the odd art. The three strange art through29 new high attention, the linkage of baidu stick, for interactive marketing, achieve brand promotion purposes.

3) How: odd art firmly seized the network television viewing video users in the "S.W.S." MBT Kisumu, behavior model, through the "get (Search) - Watch (Watch) - the country (Share)" the behavior path for buick British lang brand exposure, create brand strong realization based on the user experience of video marketing new mode. The SWS video watching user behavior:

Get (Search) : odd art in baidu Search end user - 70% netizens intercepting video; through Search view

Watch (Watch) : strange daredevil qualities of the broadcast platform - ultra clear, all the original, large format, reveal buick British lang customer brand;

Shared) : strange country (arts joint baidu stick makes the "three kingdoms" on odd art words, satisfying the customer Share interactive platform for communication and psychological, maximize spreading brand;

4. Specific extended form:
> baidu Aladdin exclusive settop reflect customer information

Home > theme theatre first screen highlights advertisers brand image

> odd art home theater fixed text entry

> odd art TV channel fixed pictures entrance theater

> odd art TV homepage focus figure reflect "the present" for your wonderful longmbt shoes uk words

> theme within five seconds of all film theatre sponsored advertising + 15 seconds patch advertisers + banner ads

> theme in all the film suspended advertising theater

> baidu stick interactive activity dissemination