哪吒汽车ip整合营销案例分享魔童的诞

魔童的诞生哪吒汽车IP整合营销案例分享Movie<TheBirthofNezha>NezhaAutoIPIntegratedMarketingCaseSharingCompany1990-19992012-2014超级平台移动互联网媒体时代Mobileinternet1990-19992012-2014超级平台移动互联网媒体时代MobileinternetmediaeraAPP互联网媒体时代Internetmediaera传统媒体时代Traditionalmediaera社交/新闻类APP引领潮流Social/newsappsleadtheway移动广告爆发式增长Mobileadvertisingexplosivegrowth电视&报纸为主导MainlywithTV&Newspaper媒体资源匮乏cesPortalbecomestheleader博客/论坛繁荣视频崛起logForumVideoRiseContemporary:BigData+BigContentBecomingTrend认识Knowing认知Recognition认同Identification 传播1.0Spread1.0传播2.0Spread2.0传播3.0Spread3.0产品大众产品大众2000-2011消费者Socialgroups2015-至今碎片化时代碎片化时代Fragmentationera心新技术强化体验eexperience粗粗放的广而告之广告/CPC/CPM信息流/DSP跨界/IP/内容营销大媒体占位投放效比ROI传播环境匹配以社群价值认同ExtensiveandwidelyadvertisedAd/CPC/CPMInformationflow/DSPCrossCooperation/IP/ContentOccupyLargeMediaROICommunicationEnvironmentMatchMarketingIdentifywithcommunityvalue3.0传播品牌宣传的难题与解决之道3.0SpreadTheProblemandSolutiontoBrandCommunication本来就是一场“注意力抢夺战”谁先占据谁就抢夺先机如何利用碎片化时间让消费者记住你InternetEraIt'sa"attentiongrabbingwar“WhoevertakesthefirstplacewillseizethefirstopportunityHowtousefragmentationtimeLetconsumersrememberyou Summary合众成立于2014年公Summary合众成立于2014年公司总部位于上海,是唯一一家拥有”双资质、双工厂”的新势力造车企业Hozonwasestablishedin2014HeadquarteredinShanghai,thecompanyistheonlyNEVwith“double-qualifiedanddouble-factory”.Withtheproductlaunchandrelease,salesattheforefront,andcombinedwithbigIP,whichhascreatedagoodbrandawareness.企业使命以智能电动车为载体,让绿色出行新生活走进千家万户企业愿景让高品价比的智能电动车触手可及EnterprisemissionSmartElectricVehiclesasacarrier,toletgreentravelnewlifeintohouseholdsCorporatevisionMakehigh-qualitySmartElectricVehiclesatyourfingertipsthousandsof2018.4桐乡智慧工厂竣工硅谷智能驾驶研发中心美国挂2018.4桐乡智慧工厂竣工硅谷智能驾驶研发中心美国挂牌2015.2与清华长三角研究院共建研发中心JointconstructionofR&DcenterwithTsinghuaYangtzeRiverDeltaResearchInstitute2017.4获得发改委整车生产资质ObtainvehicleproductionqualificationofnationaldevelopmentandReformCommission2018.11首款产品哪吒N01上市获宜春金合投资入股ThefirstproductNezhaN01onthemarket2019.4合众U亮相上海车展HozonUappearsonShanghaiAutoshow哪吒之魔童降世>Cross哪吒之魔童降世>CrosscooperationwithNationalfilm<ThebirthofNezha>ontheshowTongxiangsmartfactorycompletedGetYichunJinheinvestmentCenterListedonSiliconGetYichunJinheinvestmentCenterListedonaq2018.52019.6宜春工厂开工仪2019.6宜春工厂开工仪式OpeningceremonyofYichun2017.11参2017.11参加第四届乌镇互联网大会Attendthe4thWuzhenInternetConference2019.3北京设计中心成立BeijingDesignCenterestablished第一款整车试制下线The第一款整车试制下线ThefirstvehicleTrialproductionoffline2014.10公司注册成立HozonofficiallyannouncementbyMinistryfactoryofindustryfactoryinformationtechnologyu什么是哪吒？—重塑哪吒形象Whatisu什么是哪吒？—重塑哪吒形象WhatisNezha?-Reinventingtheimageu哪吒和我们有什么关系？—建立“哪吒汽车”与消费者的关联Theconnectionwithus?—EstablishtheassociationwiththeconsumersFromNezhatoNezhaAutoTheChallengefortheNezhaAutoBrand,whichisbornintheendof2017传统形象束传统形象束缚TraditionalimagebondageConstrainedbythetraditionalimage,theuser’stheimpressionofpiongunandthehotwheelseasilycalize以以哪吒为名带来的舆论TheparadoxbroughtbythenameantagesanddisadvantagesinezhaItbringstopicsandtraffichilewiththedoubtItissaidthatthenameistooentertainingandlacksrigorousattitude.NezhaAutobrandProposition尝试在更广阔的世界里见识精彩DaretotryBewonderfulinthewiderworldWakeupThespiritof“Nezha"inyourheart用三头六臂活出真正的自己FacingthechallengeLiveyourtrueselfwiththreeheadsandsixarms大声地喊出新一代哪吒精神ShoutoutthenewNezhaspirit每个人心中都藏着个哪吒Nezhalivingineveryone’sheart每个年代都有哪吒精神NezhaSpiritlivingindifferentyearage每个人都会与命运抗争Everyoneneedtofightagainstfate去你个鸟命！成功案例：哪吒汽车X成功案例：哪吒汽车X哪吒魔童大电影哪吒魔童降世&哪吒汽车可遇不可求的可遇不可求的一次完美邂逅PerfectEncounter哪吒汽车与哪吒魔童精神内核的共鸣TheresonancebetweenNezhaAutoandNezhachild'sspiritualcore充分借助《哪吒之魔童降世》大IP和哪吒命名本身的关注提升哪吒汽车的知名度与美誉度MakefulluseofthebigIPandtheattentionofthenameitselfPlaythebrandspiritof“Brave,YouaretheNezha”EnhancethepopularityandreputationoftheNezhaAutoNezhamovieIPNationalLevelPhenomenon---brokearecords,People'sDailyCCTVgivea“thumbs-up”numberof流量变现提升线索Traffic流量变现提升线索Trafficintoflow,improveleadsIP360——正向助推环ForwardBoostIP360借势曝光话题引导UseExposureEarned：报道(娱乐生活+汽车)Report(entertainmentlife+vehicle)OwnedOwned：双微+抖音+朋友圈Weibo&Wechat+Douyin+FriendsCirclePaidPaid：映前贴片+高铁Adspre-releaseFilm+high-speedrailAds热度引流搜索拦截GuidetrafficSearchinterceptionapp：留资IPthemeofficialwebsite/e-commerce/App:Leaveleads承承接落地促进转化takePromoteconversion新车上市EP11CRM+终端NewVehiclelaunchEP11CRM+RegionalIP主题：发车+观影+事件IPtheme:Launch+Film+event激发话题持续扩散Stimulatetopiccontinuetospread用户口碑P形成良性热度循环Formgoodcircle合众哪吒魔童态度海报HozonNezhaAttitudePoster合众哪吒魔童海报HozonNezhaImagePoster合众哪吒魔童---精益制造篇HozonNezha---LeanManufacturing线下营销：目标陈塘关——哪吒前世探寻之旅BTL:TargetChenTangGuan——ToExplorethepastlifeofNezhah活动地点：桐乡新工厂Location:TongxiangNewFactory活动内容：200台魔童哪吒2020款集结发车(N01车阵)Content:200unitsof2020Nezhamodelassembled(N01VehicleQueue)目标陈塘关，演绎哪吒传奇TargetChenTangguangPerformNezhaLegend广州车展魔童形象亮相哪吒魔童IP上线后营销相关指数表现优异MarketIndexPerformsExcellentafterNezhaIPonline哪吒汽车NezhaAutoBaidusearchindex：MoMincrease157.55％Baiduinformationindex：MoMincrease84.94％Numberofselfmediafans:538413,anincreaseof144947,asignificantincreaseSelfmediareadingnumber:MoMincrease2379.79％Selfmediaforwardinglikesnumber:MoMincrease1485.94％ (Monthafter数据截止至8月6日，环比执行前7月20日)普通电脑公司Generalcomputercompany哪吒品牌的未来：引爆从国潮IP进阶到国际IP之路ThefutureofNezhabrand:theroadfromNationalTrendIPtoInternationalIPNezhaN012020transformersSpecialEditionØØNEDC≥500kmØ0—100m/s加速≤4.9s0-100m/sacceleration≤4.9sØ超长轴距=2770mmExtralongwheelbase=2770mmØL2+级自动驾驶辅助L2+levelautomaticdrivingassistanceØOTA整车在线升级OTAvehicleonlineupgradeØ小You智能机器人ouintelligentrobotØOLED透明A柱OLEDtransparentA-pillarbaozangnvhai0(添加每日分享方案)EveryonehasaNezhahiddeninTaheart安定中的躁动安定中的躁动在家庭和自我中不断摇摆，为了一群人更好的生活，将内心中的那个“我”小心隐藏。将天性故意的遗忘表面上岁月静好，现世安稳一个好丈夫、好爸爸、好老板、好员工生活继续在走上坡路，有阅历，有资历，那些好奇、疯狂、勇气、热胆的天性那些与生俱来的天赋和个性，PeacefulCasualGuy对速度和肾上腺素的追求已经深入骨髓也曾是秋名山上和五菱宏光一较高下的老司机而今退隐江湖，车子开的滴水不漏，将老婆孩子平安送达，就是你最大的目标只是偶尔独自驾车之时那蠢蠢欲动的速度天性踩油门的脚总会不自觉加重HardcorehotMom曾经也是上九天揽月下五洋捉鳖身怀365项绝技喝过最烈的酒，爬过最陡的山，去过最远的天涯。而今满身技艺化作绕指柔换尿布、喂奶、带孩子遛弯，扮大马、辅导功课，虽辛苦，却也乐在其中但每当四下无人的时候那天性中对外面世界的好奇总有让梦到曾经肆意天涯的时光Punkwarmman过去勇敢是你的代名词勇敢的爱、勇敢的倔强、勇敢的自我、勇敢的表达如今收拾了你的头发和模样，人畜无害，勤勤恳恳工作事业稳中有升，阳光灿烂只不过当回家，慵懒躺在沙发座椅上想一想,那曾经天生要去勇敢面对全世界的少年嘴角总会呈现微微上扬的微笑哪吒U可以让他们去追求NezhaUcanletthempursue更好的成为自己，展现自己与生俱来的天赋和天性tobebetterselfandshowborntalentandnature哪吒U继续IP打造之路BuildanNorthPoleTestIP北极挑战之旅NorthPolarTrip极智性能的极致考验Theultimatetestofintelligentperformance操控测试征服北极五大实测FivemeasurementsofconqueringtheArctic测试测试BatteryEndurancetesttest