1、2015 奥迪A3 腾讯合作互动营销方案2015TencentstrategycooperationforAudiA3interactivemarketingproject Interactivemarketingdepartment Nov.20152Interactive Marketing Dept.2015 奥迪A3 腾讯合作互动营销媒体选择 投入预算 预算占比 曝光量 点击量 QQ音乐 4,147,200 56%477,686,506 3,083,349 腾讯视频 3,252,800 44%198,000,000 291,300 合计 7,400,000100%675,686,506
2、 3,374,649 3Interactive Marketing Dept.项目简介 立项部门 互动营销部项目负责人姜佳延BM单号20273024项目预算￥7,400,000代理商北京灵思远景互动广告有限公司代理商选择方式 招标 年度代理 比价 部门推荐 其它发布平台QQ音乐/腾讯视频/腾讯新闻移动APP/腾讯客户端/腾讯网/微信发布时间2015年12月02日-2016年02月09日车型奥迪A3项目目标拉升A级市场占有率，传递奥迪A3年轻化、动感形象发布形式在腾讯全平台，结合活动，多种媒体精准投放2015 奥迪A3 腾讯合作互动营销4Interactive Marketing Dept.费用
3、构成效果预估“大平台”带动“大产出”，腾讯全平台整合传播，精准集客提升转化2015 奥迪A3 腾讯合作互动营销平台媒体 金额（元）媒体占比媒体类别占比腾讯QQ音乐 4,147,200 56%56%腾讯视频 3,252,800 44%44%合计7,400,000100%100%5Interactive Marketing Dept.腾讯战略事件：2015巅峰音乐年腾讯年度核心资源，用音乐魅力保持对用户持续不断的吸引（全年8场音乐演唱会+2期音乐旅行）年度巅峰音乐盛典开启全面关注 巅峰尊享音乐会+音乐旅行全年持续吸引力跨年巅峰演唱会岁末强势收官QQ音乐年度盛典QQ音乐跨年演唱会3月12月巅峰尊享会
4、巅峰尊享会巅峰尊享会巅峰尊享会巅峰尊享会巅峰尊享会旅行家旅行家腾讯视频QQ音乐移动APP矩阵微信QQ大数据腾讯全平台精选资源推广2015 奥迪A3 腾讯合作互动营销 年度策略 6Interactive Marketing Dept.Events of Tencent Strategy：2015 Exclusive Music YearTecent core resource-amazing music attracts consumers attention（8 venues Music Concert for whole year+2 seasons Music Journey）Exclus
5、ive Music AwardsStart to attention Prestige Music Awards+Music JourneyKeep attractingAnnual Concert Motivate their passion and closed upQQMusic Annual AwardsQQMusicAnnual ConcertMarchDecemberPrestige Music AwardsTouristTecent VideoQQMusicMobile APP MatrixWechatQQBig DataSelected resource from Tecent
6、 all platforms2015 Audi A3 Annual Strategies of Interactive Marketing for Tecent cooperation Prestige Music AwardsPrestige Music AwardsPrestige Music AwardsPrestige Music AwardsPrestige Music AwardsTourist7Interactive Marketing Dept.促进销售锁定潜客促进销售持续沟通联动终端长线传播聚集用户互动娱乐整合营销拉升A级市场占有率，完成销售预期。以营销带品牌，围绕“2015
7、巅峰音乐会”营销事件传递品牌营销信息，深化消费者对品牌和产品的好感度。巅峰音乐官 网产品专题终端LBS平台区域营销腾讯创新腾讯主站口碑/社会化扩大音量品牌形象认知再挑高实效手段集客效果深度再落实2015 奥迪A3 腾讯合作互动营销 年度策略8Interactive Marketing Dept.Improving sellingLocated potential consumerKeep talkingConnected with devicesAttracting more amounts of consumerInteractive entertainmentImproving A cla
8、ss market shares to meet sales goals Delivering marketing info according to“2015 Exclusive Music Awards”Cultivating brand perception and brand awarenessMusic AwardsOfficial WebsiteVehicle Exclusive PageLBS PlatformRegional MarketingTecent InnovationMain website of TencentWOM/SocialInfluence extended
9、Improving brand perceptionEfficient MethodsCollecting potential consumer 2015 Audi A3 Annual Strategies of Interactive Marketing for Tecent cooperation 9Interactive Marketing Dept.奥迪A3巅峰尊享会跨年演唱会Tencent社交资源病毒营销KOL粉丝整合营销渗透新闻事件借助腾讯全平台资源，用音乐魅力保持对用户持续不断的吸引6大区+5场演唱会（不包含武汉站演唱会）配合区域营销落地大事件+大营销提升A3家族和A3用户影响力
10、，促进年底销售+从曝光到销售，关注实效转化2015 奥迪A3 腾讯合作互动营销 年度策略10Interactive Marketing Dept.Audi A3Annual ConcertTencentSocial resourceVirus MarketingKOL FansEngage integrated marketing methods in news coverage Amazing music attracts consumers attention at Tencent platforms 6 regions+5 Venues（except Music Concert at W
11、uhan station）Regional MarketingBig events+MarketingImproving A3 Family&A3 consumers influence+Focusing on efficiency transform-from exposure to selling2015 Audi A3 Annual Strategies of Interactive Marketing for Tecent cooperation 11Interactive Marketing Dept.腾讯视频多媒体呈现，娱乐栏目助力l线下活动直播配合l两期视频节目传播QQ音乐覆盖核
12、心沟通对象，聚焦用户价值l以音乐为传播切入点，沟通A3目标用户l 6场音乐盛会合作，提供持续亮点微信 社会媒体扩散影响力，带动集客效应l 微信唯一广告入口，集客页面导流；区域结合活动，精准集客提升转化l精准定位区域，促进集客l以活动周边为诱因，将线上用户精准引流至当地经销商，促进到店与销量移动APP广泛覆盖移动生活圈，高效引流lA3目标用户为移动互联网重度使用者l腾讯全平台APP端覆盖人群超过13亿整合腾讯全平台优质资源，打造奥迪A3 Family 年轻化效应“大平台”带动“大产出”，腾讯全平台整合传播2015 奥迪A3 腾讯合作互动营销 媒体投放矩阵740万QQ音乐腾讯视频12Interac
13、tive Marketing Dept.Tecent videoMultiple media&entertainment program lOffline campaign on airlBroadcasting video for two seasons QQ MusicCover core consumer&focus on value of consumerl communicate with A3 targeted consumerl 6 venues Music ConcertWechat Enrich social media influencel entrance for Wec
14、hat only ,lead collective consumer to webpage RegionTransform collective consumer in regard with campaignlLocate region&motivate consumerlOnline users lead to regional dealers in order to meet visiting stores and sellingMobile APPCover social life group in Mobile DeviceslRegular Netizen is A3 target
15、ed consumerl1.3billion Chinese people are able to access to Tencent APPIntegrating all Tencent resource to create A3 Family more younger “Big platform”push“Big output”Integrated communication at Tencent2015 AudiA3 Media pitch-in Matrix 7.4mioQQ MusicTencent Video13Interactive Marketing Dept.巅峰音乐年201
16、52016曝光铺开，引发关注腾讯全平台（微信，QQ，QQ音乐，腾讯APP矩阵，QQ视频）/迷你网站&无线网站沟通方向沟通阵地高意向用户精准沟通及区域落地，提升偏好结合各阶段需求，差异化的媒介分配，分波次的资源露出腾讯APP矩阵，微信，QQ，腾讯视频，QQ音乐等腾讯全平台资源整合高曝光广告资源集中投放借势明星，引发大事件面向各大区本地用户的抢票及到店取票互动，提升各区域及经销商店头集客集客促销腾讯高流量平台特型广告露出高流量移动APP资源抢票互动粉丝投票互动视频直播及直播互动线上权益植入产品专题内容旅行家视频植入及传播结合Family全家族车型，进行产品力沟通视频直播娱乐事件炒作，明星粉丝互动资
17、源曝光内容营销曲线为沟通声量预估MayJun.Jul.Aug.Sep.Oct.Nov.Dec.Jan.Feb.北京站宁波站沈阳站成都站旅行家第一期旅行家第二期销售政策落地，促销售强诱因引发高效集客：1辆A3使用权，直接引发800位用户购车2015 奥迪A3 腾讯合作互动营销 整体沟通节奏（20151201-20160209）跨年演唱会上海站14Interactive Marketing Dept.2015 Audi A3 Communication Plan（20151201-20160209）Exclusive Music Awards2015-2016To spread PV，To dra
18、w ones attentionTencent platform（Wechat，QQ，QQ Music，Tencent APP Matrix，QQ Video）/mini website&WiFi website Direction Communication platformTo target the potential consumers,to locate the region，to improve preferenceDifferentiation strategy for Media distribution in regard with demand for every singl
19、e section,To present resource on every single stageTo get together all platform resource in terms of Tencent APP Matrix，Wechat，QQ，Tencent Video，QQ Music etc.To investment the high PV Ads resourceIndirect big events through POP stars gossipTo sale tickets in seconds and to collect tickets in stores a
20、t every single region，To improve collective consumers at region and stores.Promotion for collective consumerSpecial advertisement on Tencent platformHigh stream on PC APP resourceTo sale tickets in secondsVote tickets by fansVideo alive and interactionTo insert online benefitsExclusive content for p
21、roductTo insert video TouristTo improve the communication for product in terms of family car-lineVideo aliveTo release pop stars gossip,to interact with fansResource PVContent marketingCurve line shows the estimate for communication volumeTo implement marketing policy,to improve sellingTo indirect c
22、ollective consumers effectivelyOne A3 vehicle free driving cause 800 consumers purchase motivationMayJun.Jul.Aug.Sep.Oct.Nov.Dec.Jan.Feb.Beijing stationNingbo stationShenyang stationChengdu stationTourist season1Tourist season2Annual ConcertShanghai station15Interactive Marketing Dept.投放时间：2015年12月0
23、2日-2016年02月09日 整体预算：740万2015 奥迪A3 腾讯合作互动营销 媒体规划平台媒体选择 类型 预算备注腾讯QQ音乐 移动端、PC 4,147,200 针对A3用户精准投放。专题页集客试驾入口腾讯视频 移动端、PC 3,252,800 Total7,400,00016Interactive Marketing Dept.Release Time：Dec.02.2015Feb.09.2016 Budget：7.4Mio2015 Audi A3 Media Plan PlatformMedia Select Catalogue BudgetNotesTencentQQ Music
24、Mobile、PC 4,147,200 A3 consumer Music Concert/entrance for test driveTencent Video Mobile、PC 3,252,800 Total7,400,00017Interactive Marketing Dept.投放时间：2015年12月-2016年2月;Launch time:Dec.2015Feb.2016 整体预算：7.4 Mio Total budget:7.4 Mio指标类型 Index typeIndexKPIBenchmark数量指标 Quantity index曝光量PV676 mio2,000 mio质量指标 Quality index点击率 click rate0.5%0.35%销售线索 sale leads8,960成本指标 Cost induxCPM10.956.94平台媒体 金额（元）备注腾讯QQ音乐 4,147,200 针对A3用户精准投放。专题页集客试驾入口腾讯视频 3,252,800 Total7,400,0002015 奥迪A3 腾讯合作互动营销 预算分配18Interactive Marketing Dept.Thank you.
