mastercard weekly update feb 6万事达卡每周

WeeklyUpdate(1/27-2/2)Preparedby:McCann/Edelman/Carat/OctagonFeb.3th,2015CompetitiveReview//McCannSocialTracker//EdelmanMediaUpdate//CaratMasterCardCenterActivationPlan//OctagonCurrentProjectDiscussionClientSharingorUpdateAgenda2Competitivereview

31Lastmeetingrecap:

Visa补信惠代言update2.Leverage银行既有优惠，丰富礼遇内容4Visa朴信惠地区：中国、香港、韩国使用媒体：电视、全平面、网络代言品项：VISA全品牌Visa朴信惠ChinaHKKoreaTaiwanJapan使用媒体TVC

&

WeiboTVC、全平面、网络未使用代言人已有代言人-上户彩VISAChinaVISA

China仅放了safety相关的TVC于Weibo上，以#朴信惠带你去旅行#为主题，每周定期发一则旅行文，介绍景点并推广优惠除TVC外，仅用于单一Agoda促销活动上VISA–Agoda合作优惠

#朴信惠带你去旅行#预订Agoda酒店立减10%满额即可抽现金券将预订成功页面截图私讯给VISA，即可抽价值3000元的三亚美高梅度假酒店房券

Media:Weibo>

ChinaVISA找朴信惠作为活动代言人带出Agoda促销，每周定期发一则旅行文，介绍景点并推广优惠VISAKoreaVISA

Korea拍了3支video，1支safety相关TVC，2支greetingvideo于Facebook上，针对不同主题(travel,onlineshopping,safety…)及活动有系列密集的讯息推播VISAKOREA–

3videosTVC-safetyChristmasgreetingFirstgreetingVISAKOREA–

securityMedia:FacebookVISAKOREA–overseatravelknow-howposts>

Facebook推播从出发到回国各个流程的趣味know-howTravelplanPreparationbeforetravelMedia:FacebookVISAKOREA–overseatravelknow-howpostsBookflights&hotelsShoppinglist&shippingBackhome&Taxrefund>

Facebook推播从出发到回国各个流程的趣味know-howMedia:FacebookVISAKOREA–

blackFridayevent抽Samsung手机OnlineshoppinginfoEventreminderMedia:FacebookVISAKOREA–

specialeventMedia:Facebook回答问题即可获得免费咖啡VISAHongKongVISA

HKadapt了3支video，1支safety相关TVC，2支greetingvideo于Facebook上，针对travel,onlineshopping&safety的平面稿做简单的发文VISAHKOnlineShopping/delivery&returnpoliciesChristmasGreetingTravelOnlineShoppingMedia:FacebookVISAHK–3videosTVC-safetyChristmasgreetingFirstgreeting18WeeklyCompetitorsupdateVISA–

#尊享极致人生旅程#

>VISA

推出2015年高端产品专享礼遇计划。>VISA#尊享极致人生旅程#推出2015年高端产品专享礼遇计划，礼遇含括了酒店、航空、旅行、美食、健康、生活和教育七大消费领域。

Media:WeiboVISA–

#去我不一样的#

>VISA

推出#去我不一样的#活动，制作专属明信片并分享抽奖>在2015年2月1日至2015年3月15日活动期间，访问Visa中国微博活动“去我不一样的”活动网站，体验不一样的墨尔本，悉尼，首尔之旅，探索不一样的行程，品味不一样的故事，精美定制电子明信片等您发现，分享定制明信片到微博，前六十名转发或评论数最高的用户可获得Visa特别提供的自行车一辆或Visa定制精美水壶一只。

Media:WeiboVISA–WeChat动态

>VISA

WeChat本周PO文主要为公布环球旅行抽奖活动得奖名单为主，并同步介绍境外旅游优惠Media:WeChat支付宝

>支付宝抢过年返乡潮，推出短期买机票满500立减50活动1月28日-2月3日，登录支付宝钱包购买机票，就可以享受满500立减50元哦！数量有限，先到先得！Media:Weibo支付宝–芝麻信用>支付宝推出芝麻信用活动，大家来测谁的信用最佳

芝麻信用是独立的信用评估及信用管理机构，其首款产品叫芝麻信用分(简称“芝麻分”)，这是中国有史以来首个个人信用评分，根据用户的身份特征、行为偏好、信用历史、履约能力和人脉关系五个维度来评估。Media:Weibo/WeChat支付宝–芝麻信用>支付宝推出芝麻信用活动，大家来测谁的信用最佳未来当用户的芝麻分达到一定数值，租车、住酒店时将有望不用再交押金，网购时可以先试后买，办理签证时不用再办存款证明等Media:Weibo/WeChat

银联闪付>银联与台湾合作金库合作，在台湾启动银联闪付

Media:Weibo银联>银联推出#玩转银联大富翁#活动，最高返现20元Message:入住格林豪泰旗下酒店/锦江之星，使用银联在线支付预订，最高返现20元！

Media:Weibo银联1元机场接送优惠>银联1元机场接送即将结束，推出填写问卷再加赠礼品卡活动Message:即日起至2015年1月30日，白金、钻石信用卡持卡人以一元的优惠价格享受机场接送服务。参加问卷调研，还可获赠一百元的京东礼品卡。礼品卡仅限前50名，先到先得。

Media:WeChat中国建设银行Message:建行龙卡信用卡满RMB19减19，全场满59免邮。推广建行移动支付建行持卡人于1/1-1/31可抢购限量1元商品，每卡每周限抢一件。Media:MG招商银行联名卡Message:加入ELLE联名卡专属礼遇特辑

>继上周发布招行与ELLE推出联名卡，这周再针对细节沟通Media:MG农业银行Message:即日起至3月31日，抽中“车（机）票红包”的客户可凭借火车票、飞机票报销路费,每单最高1000元！

Media:Print/OfficialsiteMessage:农行信用卡多重缤纷优惠！(含：餐饮、Applestore优惠、通话费优惠、境外消费优惠、电影票优惠、日用品优惠等…)KeyLearnings虽然优惠内容大同小异，但竞品选择『从消费者利益出发』来讲述内容，并将产品『与消费者生活相结合』，透过互动与社群让讯息传散更快，更有感染性。32Socialtracker

-Weibo&wechat2CompetitorReviewWeChatPerformanceOverviewWeChat&WeiboContentHighlightsNewTrendsInSocialMediaWeChatAdinMomentsAnalysis2014WeiboUsersDevelopmentReportMasterCardSocialPerformanceReviewCompetitorAnalysisContentCompetitorReviewWeChatPerformanceOverviewWeChat&WeiboContentHighlightsNewTrendsInSocialMediaWeChatAdinMomentsAnalysis2014WeiboUsersDevelopmentReportMasterCardSocialPerformanceReviewCompetitorAnalysisContentWeChatPerformanceOverviewContentPreferenceIsGettingBetterStillNeedGreatEfforttoCatchupwithAlipayPaymentPlatformsWeChatPerformanceOverviewBanksWeChat&WeiboContentHighlightsContent=ProductIntro&Promotion快更新支付宝钱包！否则后悔死你人一生中最重要的分数，你得了几分？阅读量：24,228点赞：67参考链接：阅读量：33,631点赞：232参考链接：AlipayWeChat&WeiboContentHighlightsContent=ProductIntro&Promotion快更新支付宝钱包！否则后悔死你人一生中最重要的分数，你得了几分？阅读量：24,228点赞：67参考链接：阅读量：33,631点赞：232参考链接：AlipayGetReadyforCNYHongbaoCampaign未来当用户的芝麻分达到一定数值，租车、住酒店时将有望不用再交押金，网购时可以先试后买，办理签证时不用再办存款证明等WeChat&WeiboContentHighlightsIntroductionFirst,OffersLast太平洋上的热带天堂——夏威夷世外桃源塞班岛，让你春节暖暖哒！阅读量：2,821点赞：0参考链接：阅读量：3,293点赞：1参考链接：VisaWeChat&WeiboContentHighlightsIntroductionFirst,OffersLast太平洋上的热带天堂——夏威夷世外桃源塞班岛，让你春节暖暖哒！阅读量：2,821点赞：0参考链接：阅读量：3,293点赞：1参考链接：VisaOnlyMentionVisa’sOffersatTheEndofArticlesWeChat&WeiboContentHighlights“悦”是万分无奈，“乐”要活得自在！MasterCardUseful&PromotionContentAttractMore阅读量：3,214点赞：50参考链接：畅游2015年韩国购物季，万事达卡为你美丽加冕转发：1,122评论：719赞：298参考链接：CompetitorReviewWeChatPerformanceOverviewWeChat&WeiboContentHighlightsNewTrendsInSocialMediaWeChatAdinMomentsAnalysis2014WeiboUsersDevelopmentReportMasterCardSocialPerformanceReviewCompetitorAnalysisContentPreparedbyEdelmanDigitalWeChatAdinMomentsAnalysisWhatHappened1WeekAfter1stWeChatAd?WeChatAdinMomentsAnalysis2ndBatchofWeChatAdsinMomentsBIGDATA?EFFIEIENCY?WeChatAdinMomentsAnalysis数据样本：1,301人参与调研，其中1,009人收到朋友圈广告数据来源：BLUES公众号和朋友圈调研Analysisof1stBatchofWeChatAdsinMomentsWeChatAdinMomentsAnalysisNoBigDifferencesBetween3TargetGroupsWeChatAdinMomentsAnalysisPreparedbyEdelmanDigital“NotTargeted”BasedonCustomer’sFeedbackWeChatAdinMomentsAnalysisPreparedbyEdelmanDigitalFromResearchof1stBatchofAds:NotSoTargetedFrom2ndBatchofAds:NotHotTopicsAnyMoreWeChatAdinMomentsAnalysisPreparedbyEdelmanDigitalQuickTake-away:BasedonTheClose-loopFeatureofWeChat,AdsinMomentsisNotAGreatTooltoMaximizeTheInfluenceunlessTheContentisGreat.InCurrentStage,AdsinMomentsisStillAKindofDisplayBanner.PreparedbyEdelmanDigital2014WeiboUsersReport2014WeiboUsersReportUsersWhoInterestedinTravelAreMainlyMale&24-332014WeiboUsersReportBigAccountsCouldBeUsedinFuturePromotion2014WeiboUsersReportVerticalBBS&PhotoSharingAppCouldBeCoopPlatforms*DetailedPlanwillBeShowedin2015SocialPlanCompetitorReviewWeChatPerformanceOverviewWeChat&WeiboContentHighlightsNewTrendsInSocialMediaWeChatAdinMomentsAnalysis2014WeiboUsersDevelopmentReportMasterCardSocialPerformanceReviewCompetitorAnalysisContentPreparedbyEdelmanDigitalMasterCardWeiboPerformance1910231510OnlyUse1KOLforPromotionMasterCardWeChatPerformance10661Decrease56FollowersDuetoNoMCCEventsWeChatFanBaseTrendJeffChang/S.H.E/MayDay6,505EXO/LeeMinho4,059NBA/CBA1,313SJ/GirlsGeneration1,893KoreaGoldenDisk：84No.ofFansIncreaseFastOnlywithMCCEventsSinaWeiboTweetsDataCategoriesContentReadsEngagementCampaign#无价惊喜新年夜#大奖的动人故事1,646,0493,491#海淘新姿势MasterPass四字真言#第四式184,3542139【福利不停歇】#无价惊喜新年夜#51,42130#比价老师万万驾到#海淘比价达人挑战赛开奖啦！8,59417Producthighlights#旅行，自在随心#10,21367Cross-border#无价北京#闪耀指间的女神之光6,62761【胖纸们的福音！25万人的口碑推荐，快来处置你那“无处安放的脂肪”！】6,80249#万事达卡乐游赏#堪培拉HotelHotel10,62622#无价北京#OysterTalks10,7667WeChatTweetsDataContentReadsForwardsOpen-rateLike畅游2015年韩国购物季，万事达卡为你美丽加冕2,204445.23%50乐游赏使用手记大公开：去了一趟英国，轻松小赚90美金！1,73124.11%31周三周六5折起，午后精彩尽在中信银行万事达卡1,30103.09%21万事达中心2015精彩盛事抢先看！男神女神出没请注意！1,20032.85%23明天，谁能改变一亿人的生活？873132.07%17【海淘比价达人挑战赛】万万喊你过来领奖啦！71901.71%13CompetitorReviewWeChatPerformanceOverviewWeChat&WeiboContentHighlightsNewTrendsInSocialMediaWeChatAdinMomentsAnalysis2014WeiboUsersDevelopmentReportMasterCardSocialPerformanceReviewCompetitorAnalysisContentPreparedbyEdelmanDigital加载红包功能，积极社交化添加招财宝，布局移动理财战略CompetitorAnalysis:银联积极拓展海外用卡法国新增10万商户受理银联卡银联国际与克罗地亚最大收单机构签署合作协议银联“闪付”落地台湾CompetitorAnalysis:Visa公布第一季度财报：净利同比增11%Visa在华推出2015年高端产品专享礼遇计划国际第三方支付平台PayPal近期被爆出有大量中国商户账户因诉讼被冻结。CompetitorAnalysis:ContentCalendar时间新闻稿2月8日本周日万事达卡消费者倾向购买指数-旅游（主要推送给旅游、生活及消费类媒体）CompetitorReviewWeChatPerformanceOverviewWeChat&WeiboContentHighlightsNewTrendsInSocialMediaWeChatAdinMomentsAnalysis2014WeiboUsersDevelopmentReportMasterCardSocialPerformanceReviewCompetitorAnalysisContentPreparedbyEdelmanDigitalmediaupdate

CaseSharing663支付宝PC端合作时间：2014年12月合作主题：支付宝海外交通卡免费领Minisite：APP端露出硬广露出Minisite搭建合作时间：2014年3月合作内容：超值日本游，赏浪漫樱花，参与抽奖参与人数：4455人日本旅游局热门硬广投放会员EDM发送游记植入；APP端露出Minisite

合作时间：2013年12月-201４年1月合作内容：参与JEEP试驾活动，预订本产品即可获得100元的立减优惠，到店试驾Jeep，更可获得300元抵用券！数量有限，先到先得！合作渠道：全站硬广＋贵宾俱乐部ＥＤＭ＋官方微信＋度假线路合作活动链接：JEEP1.全站热门广告位投放2.贵宾俱乐部EDM（针对100万白金钻石会员推送活动）４.度假线路合作（冠名／产品经理植入）３.微信活动（免费自驾体验活动）福特翼虎

PC/APP硬广+线路/微博推广携程首页右上宽屏/携程旅游度假周边游浮层/国内机票首页宽屏/携程旅游度假周边游线路定制/携程旅游度假周边游线路置顶/APP当地首页头图、文字/APP攻略首页头图微博推广额外资源定向投放4、定制活动页面1、PC硬广投放6、微博推送3、横向资源沟通确认

额外资源投放5、冠名线路植入推广资源配置2、APP硬广投放合作时间：2014年7月-8月合作主题：体验翼虎专享线路，参与线下试驾挑战赛，分享游记赢大奖活动页面：兰蔻活动时间：2015年第一季度活动目标:精准覆盖打算去韩国首尔旅行的用户，引流至兰蔻的页面，并填写相关信息申领奇迹香水/小黑瓶，用户最终能够前往首尔免税店凭兑换码去兑换取兰蔻Miracle香水或小黑瓶目标人群:春节期间，中国到韩国首尔旅行的人群热门广告活动入口韩国度假产品植入显示优惠信息精准广告推送1韩国攻略游记、优惠券赠送25韩国酒店礼包植入34韩国机票礼包植入常规硬广+APP+SNS度假线路植入minisite72MasterCardCenterActivationPlan

4MasterCardCenterCBAPlayoffsBeijingHomeGameActivationBackground:MasterCardCenterwillbetheofficialhomecourtforBeijingJinyuduring2015CBAPlayoffsStartsonFeb6th,Beijingwillpotentiallyplay3roundsinthenext2monthinordertodefendtheirchampionship-upto8homegamesBeijinghasexcellentbasketballatmosphereandgreatlocalsupportGreatpromotionopportunityforMasterCard

MasterCardCenterCBAPlayoffsAnticipatedHomeGameScheduleScheduleFeb10thFeb14thFeb8thDeterminedTBDMar3rdFeb25thSituation1HomeadvantageHomeadvantageAnticipatedHomeGameScheduleScheduleDeterminedTBDSituation2Feb10thFeb14thFeb8thMar1stFeb27thMar5thHomeadvantageHomeadvantageKeyConceptCreatesapricelessCBAbasketballjourneyfortheluckyfansselectedfromsocialmedia.ProvidingthemwithanexclusiveMasterCardCBApackageconsistsseveralpriceless

itemsatonetime,duringonegame.Atthesametime,createsgreatstories.videorecordingthejourneyforsocialmediapromotion.Videorecordingthefan’sjourneyfromthemomenthe/sheischosentilltheveryendforproducingacompleteinspiringstory.MasterCardPricelessCBAJourneyWatchthegamewithacelebrityAselectedbasketballfaninvitedbyMasterCardtomeetupacelebrityattheCBAplayoffsPricelessexperienceforthefan+emotionalcontentcreationCoreElementofTheJourneyKeyConceptStorybetweenfansandhis/heridolMasterCardCBAPricelessJourneyAJourneyFullofSurprises-PricelessJourneybeginsClosureMaterialsSocialMediaCelebritySignatureSignedshoes/JerseyMCGiftsSocialmediabroadcastTweetinvitationletterAnnouncewinnerSocialmediapromotionCelebrityretweetBeijingJinyuretweetVideoshootingMCCretweetSocialmediapromotionInterviewthefanSocialmediabroadcastVideoshootingPhotos/Printer1.Learnabouttheopportunity2.E-CommerceparticipationFanSelectionReceiveInvitationletterInvitation1.LedtobestseatInthehouse2.ReceiveMCTee3.Meetcelebrity4.WatchgamewithCelebrity1.Interview2.ReceivespecialgiftsPost-gameDuringgameInvitationletterMasterCardCBAPricelessJourneyCollaboratingwithBankPartnersE-Commercewinnerareeligible海淘全球万事达海淘达人周冠军 TopspenderwillbeinvitedtowatchagameAnnouncetheCBAPricelessExperienceopportunitytobankcustomersthroughsocialmediasuchasBankofficialWeibo,MasterCardofficialWeibo,promotingthekeyfeaturesthateverywinnerwillget:￥2000BestSeatsticketsx2,WatchtheGamewithaCelebrityAnnouncethatthetopspendersstartingfromDecemberuntilFeb5thwillwinthispricelessopportunitytowatchagameviasocialmediamessagestodrivecardusage.Specialinvitationpackagewillbemailedtowinnersbeforeeachgame.BenefitE-Commerce

TopSpendersInvitedtotheGame

Otherthanthetop1spenderwinningtheCBAPricelessJourney,4extrabestspenderswillbeabletowinMasterCardCenterSuitetickets.2ticketsforeachspenderExtraBenefitsMasterCardCBAPricelessJourneyActivationPlanWatchtheGamewithaCelebrityBestSeatsinTheHouseMCSpecialGiftsBigThemeActivationPlanMCCMCStudioTeamClubCelebrity

PermitSignPhotostakenwithFansFilmashortvideoclipandinterviewforMasterCard

AutographedGiftsShoes/JerseyWeiboretweet

PhotowithPlayers

LockerRoomTour(Before&after)VideoShootingWeibosharing&retweetBestTicketsinTheHouseMCGifts/TeeToDoListWhoWhatFireworksSetupasocialcampaigntorecruitabasketballfanforeachgameInvitecelebrityforeachgameWatchtheGamewithaCelebrityBestSeatsinTheHouseMCSpecialGiftsBigThemeActivationPlanRootingfortheteamwithacelebrityyoulike--thisisthemainconceptoftheCBAPricelessSurprisesactivation

Surprisegetsbigger.MCKOL/celebrityselectionwillbecontinuallyupgradedeverytimeBeijingmakesittothenextround,andwillreachthepeakofexcitementatthefinalround.

ByleveragingtheKOLs/Celebrities’socialinfluence,MasterCardcanpotentiallyreachouttoalargeamountofpeopleinordertodrivebusinessaswellascreateshottopics

Celebrityselectioncriteria:-BasketballFan-SportsRelated-RecentPopularityDifferentGames,DifferentCelebritiesWatchtheGamewithaCelebrityName:Mike隋Background:Bestknownforhisinternetshortfilmswhichshowedincredibletalentimitatingdifferentaccentandentertaining.Activeinmovie,TVdramasrecently.《决战刹马镇》《一代枭雄》《同桌的你》SocialMediaPerformance：BaiduPageView:1.4mWeibo:0.8mReleasedhisnewestshortfilm《老外屌丝2》recentlywhichcreatedgreatbuzzonsocialmedia;mendation:BasketballfanPlayedleadingroleinIamMarburyRootingWithACelebrityCelebrity/KOLSelectionRound1Game1Feb8th

Name:徐济成Background:FamousbasketballcommentatorNBA,CBAcommentaryforyearswithgreatreputationamongbasketballfansmendation:ProfessionalbasketballcommentatorUnderstandthegamegreatly,cancreateinterestinginteractionwithfansRootingWithACelebrityCelebrity/KOLSelectionRound1Game2Feb10th

Name:林丹Background:Chinesebadmintonplayer;IconicsportsfigureWorldfamousbadmintonlegend;FirstplayerwhohasacareergrandslaminthesportofbadmintonOneofthefewChineseathleteswhoseimagesareintheMadameTussaudsWaxMuseumSocialMediaPerformance：BaiduPageView:5.7mWeibo:1.2mmendation:Worldbestbadminto