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广告目标借助草莓音乐节活动强曝光,建立用户对于滴滴顺风车在大型集散场所的场景使用认知。同时强化滴滴顺风车“年轻时尚、有活力、有趣的”品牌个性。策略亮点从内容到手段调动乐迷同理心,成功塑造同好者形象,打破交流壁垒;把握需求关键时机进行产品曝光,促成主动使用体验;开发试用定制路线(起止点为草莓音乐节)红包功能、LBS推送功能,更加精准触达音乐节相关用户,促进新用户的首次尝试,协助促
Advertising Objectives Strawberry Music Festival activities with strong exposure, the user set to create a user-friendly drop in the wind at a large distribution center scene awareness. At the same time strengthen the drop breeze car “young fashion, dynamic, interesting ” brand personality. Strategic highlights From content to means to mobilize the fans empathy, the success of shaping the image of lovers, breaking the barriers to communication; grasp the critical time needs of product exposure, to promote the use of the experience; the development of custom test route (starting and ending for the Strawberry Music Festival) , LBS push function, more precise reach of the festival-related users, to promote the new user’s first attempt to help promote