2024巴黎奥运会虎扑营销指南【互联网】【通案】【赛事营销】

虎扑呈现|ProudlyPresentedbyJRs五星在巴黎01五星在虎扑02CONTENTS五星正飘扬03starsParisHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O时隔100年，奥运会再次在巴黎绽放

继北京冬奥、亚运会又一项全国Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O东京奥运会后，广大群众需要一场更开放，更年轻，更符

合主流审美的体育盛会来再次激活人们的期盼法式浪漫塞纳河畔上的奥运开幕式，一睹巴黎风情新潮项目街舞、滑板、冲浪、攀岩加入中心舞台对品牌来讲，这是四年一次的盛大舞台，展示自身优势给千万用户Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O通过奥运会的强大势能,所有中国体育健儿

中国科技、中国品牌都被全世界看到

所有国人一起为中国增光添彩Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHumescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O中JRs心往一处想，劲往一处使国所有中国人的荣耀狂欢队每个中国队夺金时刻都是每个中国人最骄傲的时刻在全世全体国人为国的舞台赞中央大国崛起的自豪感体育强国，老百姓最喜闻乐⻅HumescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OstarsHUPUHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O历经二十年风雨相伴，“大赛时刻上虎扑”

已经深入每一位JRs心中Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O男性兴趣为一体的体育社区，足篮电等兴趣全部容纳

造就全网最高浓度讨论氛围S13单场比赛评分200W次+当评分成为一种表达方式NBA个人评分记录130.3W次+库里荣膺总冠军+总决赛FMVP哈登加盟快船5分钟3.5W+互动量硬核球迷的意见表达#赛事主题页英雄联盟台词评分累计230.4W随手添加“爱你老妈”换来全网共鸣Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O线上到线下，活动不断档，JRs整活与辣评层出不穷内容总条数：1.抖音2.快手3.微博内容传播度：1.抖音2.快手3.微博4.小红书.212,834,946Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O大事好事新鲜事，热梗亮评整花活火出圈的话题收割机，全国网民的快乐源泉，也是兴趣爱好的新聚集地游戏人群学生人群“爱你老妈”台词评分火爆全网！抖音/站快手微博全网发酵破圈ingB站累计播放：1300W+抖音累计播放：1.2亿（统计日期：2年1月1月初）全网人群情感共鸣小红书热门笔记1.3W+点赞抖音三个相关话题2.3亿+播放微博话题1411w+阅读万物皆可评分Hupu&OlympicGamescampianHupcaympicGamescampGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OTOKYO2020BEIJING2022虎扑JR看奥运意愿强烈6%13%23%58%最期待赛场发生什么3%单日热度1718w+访问人数3247w+12%18%35%32%Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O一句“爱你老妈”，引起百万JRs打出了“五星好评”

在奥运赛程中“爱我中华”将会引来更强烈的共鸣有料话题夺金时刻激情赛场Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奥运营销在虎扑——核心策略”让五星好评化作JRs心中那面五星红旗披在每位运动员后背上,挥舞在巴黎奥运的正上方starsJRsHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奥运独立赛事频道每日连播不间断活动Banner赛前赛后紧抓时效热点资讯实时传递赛程/金牌榜活动入口热搜、话题、资讯Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奥运营销在虎扑——四重奏Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O1亿JRs，为国而赞Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O计划一计划二计划三计划四Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O五证奥运独立TAB页第一流量入口承载每日千万级曝光确保活动参与基数五星通行证通行证经验条123……464748每个等级对应的奖品升级通行证•给运动员打五星好评•关注XX品牌官方账号•浏览奥运相关赛事贴•分享活动页面•…奥运选手精选评分独立H5页面用户参与活动简单确保每日参与人数营销权益苏炳添全红婵9.99.9栏目冠名+定制任务+文案植入+评分定制+资源包配套资源适合赛事官方合作类客户Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OGamingdemo用户免费参加，参与站内活动，即可获得经验值，升级通行证登记1级满级48级123……464748用户在活动中每次升级都可能获得奖品*通行证一共设有48级（致敬北京奥运会中国一共获得48枚金牌）battleHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O活动内设置多样社区任务，用户完成任务即可升级通行证等级品牌向任务

社区向任务•关注品牌官方账号•完成品牌话题发帖下互动•其他品牌定制类任务等五星通行证发布关于奥运助威的帖子点赞评论分享奥运新闻贴…互动向任务

评分向任务分享奥运队员评分页•为奥运运动员评“五星”•每日浏览通用评分•…分享页面到微信朋友圈成功邀请朋友参与活动…Hupu&OlympicGamescampianHupu&OlympicGamscampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奖品激励设置单次互动激励、长线互动激励奥运五星通行证等级123……464748通行证每3级均有奖励每一次给运动员打“五星好评”均有可能掉落“奥运盒子”奖励设置•品牌奖品•虎扑定制头像框•奥运礼盒等•品牌奖品•虎扑会员•奥运礼盒等通行证满级大奖设置：虎扑JR定制奥运金牌*品牌可定制奖品类型、礼盒等Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O更多关于奥运的五星玩法，主页全获取五星通行证「五星奥运竞技场」在线弹幕互动游戏，和全国JR一起“闯关夺金”。虎扑定制金牌在线发放。•直播间在线联动•弹幕互动即可参与•活动全程贯穿奥运•多运动项目定制「五星JRs出征巴黎」AI海报征集，大量素材产出JR奔赴现场，地标建筑展示借助AI打造千万助威图。巨幅海报承包巴黎地标建筑，与JR一起出征奥运。「五星JRs奥运Cos秀」全民奥运氛围，AI为用户联动奥运，提升社区氛围打造你的专属运动穿搭。

关联虚拟竞技场，内容有争做步行街做帅的仔！

效串联。Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O评分功能深度绑定，打造“奥运限定版本评分”评分主页奥运评分置顶评分页面定制奥运特色虎扑评分奥运评分10.0200WJRs评分立即评分今日奥运奥运冠军虎扑评分9.9500WJRs评分立即评分*品牌信息植入或定制评分icon等在此基础上升级定制Hupu&OlymGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O破次元壁奥运选手亲自回应，隔空互动强势破圈外围媒体扩散奥运⻁扑亮评奥运运动员新闻、娱乐矩阵号更多普通用户

跟风扩散，引发更多人参与活动Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O基于站内参与AI助威照活动的用户照片，与品牌共创，生成巨幅奥运助威海报多地标联动上海线下助威快闪店，线下直接评五星

巴黎地标承包计划，亿万JRs共同为奥运

出征，每一个为奥运助威的亮评都有可能

被送到巴黎，被更多外国友人看见专题记录片这次由全体JRs一同参与

跨越东西五千多公里的奥运助威行动

由虎扑全程记录下来并在长视频媒体上二次扩散巨幅海报在巴黎Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O标题冠名结合赛事超级曝光，全局用户最速捕捉同步PUSH重点展示【金牌速递】针对奥运会期间，中国代表团热门项目夺金后，社区即可发布【金牌速递】栏目，并结合社区PUSH功能，第一时间辐射全局用户。文末文案Banner海报栏目匹配：奥运会官方赞助商等Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O联动惊喜盒子，中国队夺金掉落“金牌礼盒”庆祝中国健儿夺得奥运金牌

虎扑送你金牌礼【金牌礼盒掉落】用户点进「金牌速递」栏目，即有可能概率触发「金牌礼盒」第一时间送上品牌福利，或是站内活动特权等栏目匹配：奥运会官方赞助商等点击开启Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奥运赛场每日【虎扑之星】评选，当日MVP，

社区永恒话题结合运动员形象+虎扑亮回复原创定制票选环节营销权益专栏冠名+海报植入

资源包配套推广资源

奥运版块推荐适合奥运赛事合作品牌Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O赛场内外名场面评分、神评不断不止是赛场瞬间，各种盛会名场面皆可打分，JR神评、毒

舌不断出圈【核心玩法】虎扑资讯不间断报道奥运内外各种名场面；名场面页面均带有评分、神评功能，分享、截图一键搞定品牌logo品牌logo【赛场速递】【赛场速递】这波操作什么水平这波扣篮什么水平营销权益品牌定制名场面栏目、品牌露出Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O《奥运社区特辑》Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奥运前瞻奥运晚报JRs专访今日重点关注营销权益冲金聚焦赛事回顾焦点选手•专栏冠名+内容植入•资源包配套推广资源•奥运版块推荐•适合奥运赛事合作品牌Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O热点日历金牌榜单奥运热点日历营销权益•专栏冠名+内容植入

•资源包配套推广资源

•奥运版块推荐•适合奥运赛事合作品牌Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OJRs奥运最亮评每日挖掘JRs亮评内容，抓住赛事时效形成站内外内容二次传播奥运每日最佳瞬间每日精彩赛场内容寻找，邀约用户投票+讨论通过趣味内容，聚焦用户二次探讨+金句展现优质UGC内容发酵聚焦赛场精彩时刻•赛场热点内容深度观点•趣味事件二次发酵•千人千面，不同观点•每日聚焦热门话题，有效聚集用户•比赛精彩瞬间二次探讨•提炼用户UGC二创能力，形成破圈效应营销权益营销权益•栏目冠名+话题定制+文案植入•资源包配套资源•栏目冠名+话题定制+文案植入•资源包配套资源•适合赛事官方合作类客户Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O《终于能轮到我了》奥运冠军版邀请中国奥运冠军在虎扑站内与网友一对

一问答回帖，给广大网友创造一个和奥运

冠军对话的平台AMA期间可以抽取固定楼层，送出奥运礼

盒等定制奖品营销权益定制栏目、话题；冠名，品牌露出Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGmpianHupu&OHupu&OlympicGame