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冈本与饿了么开了一家「时光便利店」!

2018-1-3 10:03| 发布者: admin| 查看: 8747| 评论: 39

跨界合作、IP赋能、品牌联动,随着互联网化营销的普及,品牌早已不再止步于单打独斗,各式各样的分门别类异业合作每天都在上演,朋友圈,广告门、数英网每天都被成千上万的案例刷屏。但扪心自问,消费者过度审美疲劳后,究竟有多少案例是基于洞察得来并传承为佳话?又有多少案例不是品牌方纯粹的跟风借势自嗨?

但在今天百花齐放品牌联动迎来Freestyle的营销趋势下,冈本联手饿了么在新年第一天开的这家只营业12小时的“时光便利店”却让我看到了品牌跨界的第三种思考。

 

另类快闪:一家不卖关东煮的便利店

这是一家只开12小时的「时光便利店」,贩卖600颗时光胶囊

 

巧夺人心的标新设计

与当下主流的快闪设计大不一样,这家便利店的设计处处可见用心之处

标新立异,巧夺人心,更符合年轻人的调性

 

 

互动点亮

 

现场用户扫码领取时间券,凭券进入便利店挑选时光胶囊,收获不一样的时光。

 

而这轮触动消费者心智的跨界合作远不止这么简单,在时光便利店的背后,还藏匿了一轮“饿了就要冈本”的线上线下相融合的用户全参与型话题事件整合性立体营销。

 

 

复盘:时光Pop-Up出击线上线下多维组合拳

 

深入洞察用户心理,基于两个品牌的共同特点,发起#饿了就要冈本#主题跨界活动,线上整下渠道打通,冈本X饿了么的这波跨界营销策略规划清晰,简单干脆却实现了“异”枝独秀,我梳理了一份此次案例的执行过程分享给大家:

 

1) 线上联动拉开序幕

1229日,饿了么的BANNER,全家店铺头部页出现冈本0.01元购,本来是为了点个外卖在办公室内打开饿了么的用户,突然看到这个羞羞的活动,一时措手不及,却又如同深海炸弹入喉忍不住想点击。而当用户点击后,页面将引导至上海78家全家门店,饿了么用户可参与0.01元购冈本活动。这是冈本联合饿了么打出的第一拳,线上联动产品促销拉开活动序幕。

 

 

 

 


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