品牌活动提案

UpdatedAugust20th,2015Presentedby:BrandEventProposal-ChinaEventMessagesFitbitempowersyoutoliveahealthier,moreactivelifewithproductsandexperiencesthatfitseamlesslyintoyourlifesoyoucanachieveyourhealthandfitnessgoals,whatevertheymaybe.FitbitChina’smissionistopromotehealthierandmoreactivelifeamongChineseconsumersProposedlocation:ShanghaiProposeddate: 28September,2015(Friday,TBC)Participants: 15-20FitbitFans(consumersrecruitedfromdigitalplatform)

400+media/journalists/editors(lifestyle,digital,sport,health,etc.)Proposedvenue: Premierlocationwiththeambienceoftech/lifestyle/healthyProposedprogram:ToannouncethepartnershipwithSuning,China’sbiggestretailstore,toprovideproducts/servicetomoreconsumersTodeveloparelaxingbutengagingenvironmentandprogramtowelldemonstratethespiritthatFitbitadvocatesThedemonstrationoftheproductsshouldnotbelimitedtotheirfunctionsbutmoreonhowthesefeatureshelpconsumersintheirexercisesandtrainingsandhelpthemtoachievetheirdesiredgoalsInvitetheprofessionalsandKOLstosharetheirexperienceleveragingFitbit’sproducts.Celebritywillbeleveragedtomaximizebuzz/publicityandword-of-mouth.Aninteractivesessionwillbearrangedduringtheevent,wheremediaandconsumerscantrydifferentexerciseswearingFitbit.EventSummaryEventTheme&KeyVisualCreativeconcept:Everyoneisfindingwaystoexploreahealthylifestyle.Onesimplewaytodosoisfollowingone’s“step”,whichiswalkingorrunning,towardsahealthyheartandcontinuethe“steps”to“findyourfit”withFitbit.ThethemealsosymbolizesthecooperationbetweenFitbitandSunningwhereby“we”(Fitbit&Sunning)is“followingconsumers’steps”;Fitbit&Sunninghasfoundtheir“fit”(win-winpartnership)toprovideproducts&servicessupporttohelpconsumers“findtheirfit”.EventRundownTimeItemsBywhomOn-stage1430-1500MediareceptionSPRG/PVVideoloop:Findyoufit+ChargeHRproductvideo+Consumerstreetsnapshotvideo+KOLinterviewvideo1500-1505PerformancetoattractattentionPerformerFlashMob/SilhouetteDance1505-1510eremarksbyMC,andintroduceVIPguests(celebrity/kols,etc.)MCKeyvisualScene1:‘FindyourFit’1510-1520FitbitIntroduction(company,product,industryinsights,etc)FitbitPPTpresentation1520-1530CelebrityShowproductsanddialoguewithFitbittohighlighttheuserexperienceandhowtheyfindtheirfitCelebrity+FitbitKeyVisualScene2:‘Let’sgetfit’!1530-1550Toletmoreconsumertofindtheirfit,thenannouncethepartnershipwithSuningFitbitKeyVisual1550-1600SuningrepresentativespeechSuningSuningPPT1600-1610FollowYourStepstoFindYourFit:Suning+FitbitpartnershipceremonySuning+Fitbit+celebrityGimmick1610-1625Trainers+celebritytoleadparticipanttodoexercisetogether:‘Let’sgetfit!’together!Trainers+CelebrityMusic1625-1630Ending:Findyourfit!MCFindyourfitvideoProposedStageDesignProposedOn-siteDecorationFLASHMOBSample:20Option1:FlashMob“FlashMob”

performance

amongallparticipantstodrawattentionasanopeningperformancefortheevent.The

dancers

will

be

wearing

the

fitbit

T-shirt.Option2:SilhouetteDanceLEDshowsSilhouettefiguresdoingsports,highlightingproducts.ThenthesilhouettestransittohaverealdancersonstageT-ShirtDesignSceneI:StreetSnapShotVideoConsumerssharetheirviewsabout“Whatisfit?“and“Areyoufit?”.Celebrityvideo+dialogueCelebritiestalkaboutFitbitandsharetheirviewsabout‘FIT’…SceneII:Suning&FitbitPartnershipAnnouncementVIPsplacetheirhandsonthescreenandthenaglowingheartwithheartbeatpulseindicatedonthescreen.Oncetheheartratereach135bpm…lightsgoonstagewithmusictounveilthepartnershipwithSuningSuning&FitbitPartnershipAnnouncement步调一致共赴双赢20InteractiveSessionGymtrainerstoleadallparticipantswithinteresting,funandsimpleexercise.Trainer：EdisonFanMediaPlanTargettoinviteover400editors/journalists(broadcast,printandonline)fromlifestyle,fashion,sports,health,general,business,digital/IT,travelmediaTogeneratelivebroadcastontheeventontheirsocialmediaplatformsduringtheeventTogenerateextensivecoveragewithfocusontheeventandproductsaftertheeventwithaspanofabout2-3monthsProposedmediaattendancelistProminentcoveragetobeachieved…Samplecoverage…1P2P2PEstimatedKPI:-500+mediacoverage-Impressions>1,000,000,000-EEAV>USD1,200,000SocialMediaPlanWarm-Up

EventPost-EventAmplify

impact

:

Let’sGetfitPlatform:

HTML5

mini-gameOnsite

interaction:

Let’s

shake

shake

to

“find

your

fit”.Platform:WeChat’s

Shake

functionOfficial

Weibo:3

tweets

Official

WeChat:2

tweetsKOL

endorsement:

10

tweetsOfficial

Weibo:10

tweets

Official

WeChat:1

tweetKOL

endorsement:

20

tweets(on

site)Official

Weibo:3

tweets

Official

WeChat:1

tweetKOL

endorsement:

10

tweetsCreate

social

buzz

“Whereisyourfit”

Platform:

Weibo

mini-campaignGimmickFrequencySocialMediaPlan:Warm-upObjectiveCreate

social

buzz

“

Whereisyourfit?”Recruit

fans

to

offline

events

PlatformWeibo

mini-campaignMechanismThepicturesindicatingwherethefitisarehiddeninaseriesoficons.Clicktheiconstofindwherethefitis,sharethepostand@3friendsandwintheopportunitytoparticipateatFitbit’seventwithcelebrityandaprize.你最Fit是哪里？BodyIconsEachiconsindicateafittypeSocialMediaPlan:AttheEventObjectiveBring

offline

event

to

online

social

mediaplatformMaximize

the

impact

of

the

offline

eventbygeneratingoptimumsocialbuzz

PlatformWeChat"shakeshake”functionMechanismEncourage

attendance

to

use

“shake

shake”

to

find

the

article

“find

your

fit”

and

share

it

on

momentsandinvite

their

fans

to

“Like”and“Share”.Attheend

of

the

event,

fanswho

accumulatedthemostnumberof“Like”

willwinthegrandprize.Find

your

fitSocialMediaPlan:Post-event宁泽涛来电话了宁泽涛Objective:Amplifythe

eventinfluencewithpost-eventsocialbuzzCall

for

more

interaction

on

social

media

PlatformWeChat

HTML

5

pageMechanismDevelop

a

mock-upgame

wherebyNing

Zetao

call

to

invite

one

to

get

fittogether.At

the

end

of

the

mini-game,

there

will

be

a

lucky

drawentitlementtoparticipant.嗨宁泽涛好啊我们一起去健身好吗？你喜欢什么样健身？宁泽涛Fitbit“中国FIT起来”在上海启动Diversifiedsocialmediacoveragetobeachieved…HOT

IDsWeibo&WeChatMediaWeChat,Weibo,AppKOLs’Weibo&WeChatEstimatedKPI:-Impression>700,000,000-EEVA>USD800,000BBSProposedSocialMediaKOLsNoPublicAccountCategoryBackgroundFansID（WeChat/Weibo)WeChat1一块去旅行Travel一块去旅行官方账号

470,000TravelTV2吃葡萄不吐葡萄皮Creative&Lifestyle主打原创猫说段子，粉丝粘性高，阅读打开率业界领先。

610,000ds39663万万没想到Creative&Lifestyle正版万万没想到！不是没想到，而是万万没想到！

300,000wanwan22b4Lily健身Fitness&Sport热爱健身，热爱生活，运动后的汗水，是我们最美的妆容

230,000lily-fitness5镁女罩我去战斗Fitness&Sport女性健康成长专属自媒体

150,000keep-fit0016顶尖健身女子Fitness&Sport更专业的健身、塑身指导,微博@顶尖健身女子

240,000iijjsss7跑步心情Fitness&Sport有温度、有态度，分享跑步知识，传播运动精神，运动健康新媒体

280,000runfreerunhappyWeibo1伪少年K先生Fashion《VOGUE》,《ELLE》,《费加罗》等时尚杂志撰稿人K先生

295,850/u/1488577775?topnav=1&wvr=6&topsug=12反裤衩阵地Lifestyle媒体人，作家。代表作有《在不安的世界安静的活》、《猴样》等

483,356/masee3丹崔Fashion《GQ》China时装总监

122,342/cuidanyiyi4无时尚中文网Fashion无时尚中文网（）官方微博

39,859/nofashionnolife5薛之谦singer原创歌手

2,861,371/xuezhiqian6跑步心情Fitness&Sport分享正能量，跑步运动减体重，健康饮食知识。

3,432,991/2881033212/profile?topnav=1&wvr=57美女照我去运动Fitness&Sport爱生活，爱运动。分享健身和一些美好事物。

777,182/u/3034831705?topnav=1&wvr=5&topsug=18fitpicsFitness&Sport分享大量无水印健身励志美图。这里只有美好的身体。

170,540/fitmotivators?topnav=1&wvr=6&topsug=19lily健身Fitness&Sport分享健身视频，无水印健身美图，健身美食。

209,123/u/2951836594?topnav=1&wvr=6&topsug=110健康跑步指南Fitness&Sport专业跑步网官方微博

100,657/paobuzhinan?topnav=1&wvr=6&topsug=111羽毛球指南Fitness&Sport精选最专业羽毛球技术、资讯、周边、装备、选手、视频、美图！

76,525/yumaoqiuzhinan?topnav=1&wvr=6&topsug=112玩酷单车Fitness&Sport激动人心的单车新闻、趣闻、知识、资讯。

54,345/bicycool?topnav=1&wvr=6&topsug=113柯凡Fitness&Sport柯凡，男，1986年生。新浪NBA解说员，篮球评论员。曾与著名体育解说员张卫平搭档，目前任职于TOM集团。

1,159,186/kefan14古德猛安IT吐个槽网络运营兼创始人互联网及游戏行业评论员

996,873/20727270115行者橙子IT摄影师、新浪图片名博博主、IT数码撰稿人、策划师行者橙子微博签约自媒体

149,789/orangepart16恒洋同学Fashion歌手、时尚旅游博主，代表作《爱的天空》

1,921,586/u/180875824417shanghaiWOW!LifestyleShanghaiWOW!引导上海高端生活方式的终极指南。

199,957/u/1883809230?topnav=1&wvr=6&topsug=1ProposedBloggersNoTypeNameBackgroundFans1News新闻Internethotspotinformation互联网热点资讯SearchforfashionITtechnology,letyouenjoythelatesttechnologytrends搜罗时尚IT数码、科技、带你引领科技的潮流,现代化资讯的海洋2,270,0002News新闻Today'shottopic今日热门话题Gatheringhotissuestounderstandtheheadlines汇聚大家今天最关心的新闻、热门、新鲜事件，关注今日热门话题，了解当日头条新闻2,170,0003Fashion&Lifestyle时尚&生活Fun,popular,fashion,notstupid好玩,流行,时尚,不蠢不文艺~Introducefunction:Fun,popular,fashion,notstupid功能介绍:好玩,流行,时尚,不蠢不文艺~2,000,0004Entertainment娱乐Globalfunnylist全球搞笑排行榜Publishlatest,fashion,funnyinformationeveryday每日发布新鲜、时尚、搞笑、有趣信息3,080,0005Travel旅行Travelandfood旅行美食生活Publishtravelandfoodexperienceonaregularbasis定期发布旅行美食经历8,960,0006IT电子ITfashioninformationIT数码前沿资讯TosharelatestITinformation数码IT前沿资讯,与您分享IT数码最新资讯!2,000,0007IT电子GlobalITtechnology全球IT数码科技Shareusenotesoflatestelectronicproducts享最新最潮的电子产品心得,手机,电脑,游戏机!1,810,0008Sports运动Sportslife体育运动生活Sharesportsknowledge,sportsnewsandeverythingaboutsportsinlife体育生活运动那些事儿,知识科普,运动新闻,生活与运动一切相关事物1,960,0009Sports运动Globalhotsport全球体育热点Collectionofglobalhotsportsnews,eventsforecastandcommentary全球体育热点全搜罗,精彩赛事预告及解说,各类赛事新闻全播报1,200,00010Shopping购物Beerandskittles吃喝玩乐购SharethelatestandthemostabundantbeerandskittlesinShanghai吃喝玩乐购生活站,盘点最新最丰富,最有情调的魔都轻生活1,010,00011Game游戏Mobilephonegamemend手机游戏推荐ShowIT’slatestnewslikemobilephone,internetetc.每天分享最新IT、互联网、移动互联网、电子商务、手机、数码、电脑、平板、游戏、iPhone、Android等行业第一资讯1,920,00012Health健康Healthinformation健康养生资讯Loveyourself,lovebeauty,lovehealth.Acollectionofhealthycommonsenseandsharelifeinformation爱自己;爱美丽;爱健康.汇集健康常识;分享生活资讯.1,900,00013Health健康Healthybeautyregimen健康丶美容丶养生Comparedwithotherthingshealthisthemostimportantthinginpeople’slife.身患疾病的人相比,健康强壮自然就是幸福;与遭受灾祸的人相比,平安无事自然就是幸福.950,000KOLs/CelebrityNingZetao22-year-oldswimmingathleteinnationalteam1millionfansinWeiboTheBestMaleAthleteawardof2014CCTVMostpopularsportscelebrityafterwinningthe2015AquaticsWorldChampionshipsinKazanHealthy&sportystageimageKOLs/CelebrityMuqiMiya28-year-oldyogaguruinChina3millionfansinWeibo2010,ShebecamethegoodwillambassadorofChinaandAfricaYogaSummit2014,toppedthelistof“Tenwomenoftheyear”by“Self"magazine2014,win“themostfashionableself-media”awardsof“FWMAanniversarycelebration”whichhostedbythefamousfashionwebsite“”Alsocreatingthepersonalbrandnamed“Miyalife”whocouldbetherepresentativeofhealthandfashionlifestyleHealthy&sportyKOLs/CelebrityJinDachuan22-year-oldsinger-turned-director1millionfansinWeibo2010winthethirdplaceofChinesemodelcontest2012namedofthetop20modelsoftheyear2013participateoftheMilan&NewYorkrunwayfashionshow2014participateofthePradarunwayshowinMilanHealthy&fashion&lifestyle&fitTianYuan30-year-oldsinger-turned-director680,000fansinWeibo2001,shebecametheleadsingerofthefamousbandcalled“Hopscotch”whenshewas16year-old2002,publishedthefirstEnglishAlbum”Awishfulway"andfirstpersonalnovel"Thezebraforest”atthemeantime2004,filmedthefirstmovie"butterfly”inHK2005,ownedthebestactressofHKGoldstatusawardsHealthy&fashion&lifestyle&fitKOLs/CelebrityEdisonFanArisingstarinTVshows0.6millionfansinWeiboHostinTravelTV’smodalprogramGuestinseveralTVprogramsrelatingtofashion,lifestyle,sports,etcActorforTVCofNewZealandTourismBoardHealthy&fitMC/TrainerNote:Thebudgetisabenchmarkandwillbefinalizedaccordingtofinalrequirement.EstimatedBudget