stfw16eason系列传播计划0819

ADIDAS

ORIGINALSEASON

CHANCOMMUNICATION

&

ACTIVATIONPLAN*REVISED

19TH

AUG

2016KEY

DATECALENDARJUL

27,

2016

SOCIAL

ROLLOUT:

BIRTHDAY

TEASEREASON

POSTADIDAS

RETWEETSEP

1,2016

SOCIAL

ROLLOUT:LAUNCH

PREHEEATDESIGN

PHASE

BTSADIDAS

POSTEASON

RE-TWEETSEP

21-

OCT

1,

2016

SOCIAL

ROLLOUT:

OFFICAL

RETAIL

LAUNCHKEY

VISUALSVIDEOSEP

20MEDIA

LAUNCH

EVENT

@SHANGHAIAUG

1,

2016

SOCIAL

ROLLOUTANNOUNCEMENT

TEASERADIDAS

POSTEASON

RETWEETSEP

20,

2016

SOCIAL

ROLLOUT:MEDIA

LAUNCH

EVENTSH

EVENT

EASON’S

ONSITE

INTERACTION

&

LIVESTREAM

(TBD)SEP

19-

OCT

1

RETAIL

LAUNCH

PRODUCT-IN-STOREJULY/AUGUSTSEPTEMBEROCTOBERSEP

19,

2016

SOCIAL

ROLLOUT:

LAUNCH

PREHEATSHOOTING

PHASE

BTSADIDAS

POSTEASON

RE-TWEETSOCIAL

ROLL

OUTPHASE

1:

TEASEJUL

27

–

AUG1PHASE

2:

LAUNCH

PREHEATSEP1-SEP15PHASE

3:

OFFICIAL

RETAIL

LAUNCHSEP19-OCT1JULEASON

PACK

–

SOCIAL

ROLL

OUTTEASING:JULY

27TH

Eason

release

half

of

LOGO

on

social

as

“New

Plan

for

NewYear”teasing

post

onINSTAGRAM

&

WEIBOJULY

27TH

Originals

retweet

and

ask

consumer

to

stay

tuned

for

moreinformation

on

WEIBO.

AUG

1stOriginals

reveal

logo

to

confirm

the

collection

on

WEIBO.AUG

1st

Eason

retweet

via

WEIBO

and

ask

fans

to

stay

tuned

for

moreinformationJUL27thOCT

1stAUG1stSEP1stSEP20thBDAY

TEASING

LAUNCHPREHEAT

OFFICIALMEDIA

LAUNCHOFFICIAL

RETAIL

LAUNCHSEP19hTOOLS:

EASON’S

POSTPLATFORMS:WEIBODESTINATION:WEIBO:吹神这份生日大礼到底藏着什么秘密？号称粉丝的你，能否猜的出来呢？@陈奕迅所长EASON’S

POST

&

PHOTOWEIBOINSTAGRAMFACEBOOK27

JULY

2016,

12:00

–

TEASINGADIDAS

RETWEET

EASONTOOLS:LOGO

IMAGESPLATFORMS:WEIBODESTINATION:WEIBO:惊喜揭晓，adidas

Originals和陈奕迅的首个合作系列正式公布，身为设计师的Eason将给大家带来怎样的产品，跟紧我们，更

多细节将陆续曝光。@陈奕迅所长*WE

WILL

MAKE

A

GIF

TO

PRESENTLOGOEASON’S

RETWEETWEIBOINSTAGRAMFACEBOOK1AUG2016,

12:00

–

ANNOUNCEMENTJULEASON

PACK

–

SOCIAL

ROLL

OUTPRE-HEAT:SEP

1ST

Originals

release

DESIGN

PHASE

BTS

video

and

photos,

focuson

design

processWe

will

release

the

BTS

video

of

Eason

talking

about

the

design

of

thenew

collection,

and

reveal

the

information

about

launch

event.SEP

1st

–15th Eason

retweet

or

post

via

WEIBO

aboutBTSvideo/photo

and

tease

for

ing

launch.JUL27thOCT

1stAUG1stSEP1stSEP20thBDAY

TEASING

LAUNCHPREHEAT

OFFICIALMEDIA

LAUNCHOFFICIAL

RETAIL

LAUNCHSEP19hDESIGN

PHASE

BTS

PHOTOS/VIDEOAPPROVEDpassword:

adPHOTOSVIDEORELEASED

FROMSEP1STJULEASON

PACK

–

SOCIAL

ROLL

OUTOFFICIAL

LAUNCH:From

SEP

19TH

Originals

Reveal

Eason

collection’s

SEP

KV

&

retail

information.We

will

release

partial

SEP

KV

of

Eason’s

collection

and

announce

the

official

retail

launch.@PR

SEEDING

SEND

OUT

From

SEP19TH

influencers

to

start

post

seeding

product

to

create

morebuzz.

From

SEP

20TH-

OCT

1ST

Originals

Release

full

KVs/Product

Shots

&

VIDEO

for

retaillaunchRelease

the

product

detail

and

images

on

social

and

CTAfor

official

retail

launch.JUL27thOCT

1stAUG1stSEP1stBDAY

TEASING

LAUNCHPREHEAT OFFICIAL

RETAIL

LAUNCHSEP20thOFFICIAL

MEDIA

LAUNCHSEP19hSHOOTING

PHASE

BTSPHOTOAPPROVEDRELEASED

ONSEP

19THKEY

VISUALS

(SEP)FOR

APPROVAL

BY

MID-AUGWIPRELEASED

FROMSEP

20-OCT1KEY

VISUALS

(SEP)FOR

APPROVAL

BY

MID-AUGRELEASED

FROMSEP

19-OCT1KEY

VISUALS

(OCT)FOR

APPROVAL

BY

MID-AUGRELEASED

FROMOCT1KEY

VIDEO

(SEP-OCT)FOR

APPROVAL

BY

MID-AUGRELEASED

FROMSEP

19-OCT1RETAIL

CREATIVEEVENT

OVERVIEWEVENT

DETAILSMedia

Event

for

Eason

x

adidas

Originals

1st

collectionDate:Venue:Attendees:Format:Look

&

Feel:Main

Focus:20th

Sep

2016Jia

Flagship

Store

@

SH40

Key

Media

/

5

KOLs

/

VIP

Consumers

/

Eason

Fans

ClubFashion

Presentation&

CocktailDaily

Essentials,

Minimal,

StylishFull

Collection

Media

Preview

&

VIP

Pre-Sell

SectionProduct

display

/

mingling

/

fashion

presentation

/

stage

/

exclusive

&Key

Elements:group

interviewsOBJECTIVESTo

present

Eason

as

a

fashion

designer

and

officiallyintroduce

the

collection

to

key

media

and

VVIPsTo

create

hype

and

maximize

awareness

andexposure

before

official

launchTo

showcase

the

collection,

and

to

develop

a

journeyfor

guests

to

understand

full

making

of

through

ourcreative

design

and

displayEVENT

CONCEPTCOMMEMORATINGTHE

MOMENT

OF

EASON’S

FIRST

TIMEHIS

FIRST

TIME

TO

BE

SEEN

AS

AN

FASHIONDESIGNERHIS

FIRST

TIME

TO

DESIGN

A

FASHION

COLLECTION,

HIS

OWN

LOGOHIS

FIRST

TIME

TO

HOST

HIS

OWN

FASHION

PRESENTATIONEVENTRUNDOWNTimeDescriptionArea1300Eason’s

lunchPuli1400-1530H/MUPuli1530-1545Puli

to

Flagship1600-1730Exclusive

Interview

x

4

titles

(tbc)Flagship

2/F1730Eason’s

break

time1800Media/Guest

Arrival1/F

Reception

Desk1800-1830Product

&

Making-of

Display

/

DJ

Playing

/

Guests

mingling2/F

Display

Area1830-1832MC

voice

over

to

pull

back

the

attention

from

guestsStage1832-1835Model

presentation

starts

around

the

stage,

pose

on

podiumStage1835-1837Models

line

up

pose

on

stage,

Eason

stand

by

from

side

backdropandappear

as

finale

of

the

presentationStage1837-1855Eason

presents

his

newcollections/

ideas/

chit

chat

with

MCStage1855-1910Wrap

up

and

Group

Interview2/F

near

StageEASON

APPEARANCE

MOMENT

–

OPTION

1I

AM

MORE

THAN

WHAT

YOU

THINKTODAY

I

AM

A

DESIGNEREason

stand

by

behind

the

side

backdropAt

end

of

model

presentation,

Eason

break

throughthe

backdrop

paper

wall

to

appear

as

the

finale

of

the

showA

special

music

remix

of

Eason’s

famous

song,

Eason

holdmicrophone

pretend

he

is

going

to

singEason

stands

on

stage

with

microphone

and

say:“HOLD

ON!TODAY

I

AM

A

DESIGNER,

NOT

A

SINGER”EASON

APPEARANCE

MOMENT

–

OPTION

2TALK

AS

A

DESIGNEREason

stand

by

behind

the

side

backdropAt

end

of

model

presentation,

Eason

appears

asthe

finale

of

the

showModels

stand

by

around

stage

areaEason

speak

with

MC

to

talk

about

his

collectionone

by

one

withmodel’s

supportEASON

ON

STAGE

MOMENTEason

presenting

the

collection

with

models

by

his

sideChit

chat

with

MC

on

inspirations

and

his

interestingexperience

working

with

Global

designerQ&A

with

1-2

key

media,

1-2

KOLs

on

high

chairs

,

setting

up

a

casual

panel Conversation

Content

:inspirationseach

person’s

fav

itemmix

and

match

ideasany

new

ideas

to

inspire

Eason’s

next

collectionetc

…Selfie

moments

with

the

crowdFLOORPLAN

–

1FFLOORPLAN

–

2FBIRD

VIEW

OF

2F2ND

FLOOR

STAIRCASE

AREA

DECORATION282ND

FLOOR

EASON

COLLECTION

DISPLAY

WALLEVENT

AREAEVENT

AREA

&

STAGEEVENT

AREA

&

CONTENT

WALLPHOTO

CORNER

&

DJ

BOOTHINVITATIONNEED

A

PIC

OF

KEITH

(ANDHIS

FULL

NAME/TITLE

PLS)MC

-KEITHCATERINGMEDIA

PLANMEDIA

PLANType

Title

Request

Coverage Estimated

on-site

interview

timeDescriptionBazaarMenOneon

oneInterview2

pages30minsGQOneon

oneinterview2

pages,featurestory30minsModernWeeklyEmail

interview2pages,

Special

issue–Men/YohoVideo

Interview8

pages

+

cover30mins1626Interview

(done)4

pages,

feature

storyMilkInterview

(done)6

pages,feature

storySizeCLSHEmail

Interview2

pages,feature

story/HypebeastInterview

(done)3

links,feature

storyNewsletterALL

MEDIA

POOL100exposuresSEEDINGSEEDING

LISTPRODUCT

SEEDINGOUT: W/O

SEP

19Female

Celebrities:王菲*

窦靖童*Angelababy范冰冰舒淇

李宇春周笔畅Male

Celebrities:李荣浩*彭于晏邓超吴亦凡郑恺

李晨

张震

余文乐陈冠希林俊杰Sneakerhead:林子君季明DahoodRoyDoe

HimmJuice