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1、2022TsingtaoFIFAWorldCupThemeParty策劃方向案TSIN G TA O2022青島啤酒世界杯主題派對(duì)C ONT E NT S背景解讀Backgroundinterpretation01傳播策略Communicationstrategy02活動(dòng)規(guī)劃Activityplanning03其他建議Othersuggestions04Backgroundinterpretation背景解讀PART 01精神力量FAHSHION STYLE中國(guó)最歷史悠久的啤酒生產(chǎn)企業(yè)青島品牌價(jià)值突破兩千億，千億級(jí)啤酒品牌百年國(guó)啤，中國(guó)經(jīng)典青島精神，青島內(nèi)涵TS IN G T A OSpiri2、tualpowerTheoldestbeermanufacturerinChinaQingdaosbrand value has exceeded 200 billion yuan,a 100 billion level beer brandHundredyearnationalbeer,aChineseclassicQingdao Spirit,QingdaoConnotation目標(biāo)受眾target audiencetargetaudience18-45歲中青年消費(fèi)群體他們是社會(huì)中正在升起的中堅(jiān)力量他們不甘平凡，用于挖掘自身閃光點(diǎn)敢于表達(dá)自己不同的聲音以在平凡中創(chuàng)造，非凡的個(gè)性價(jià)值與世界杯3、群體重疊以體育營(yíng)銷+音樂(lè)營(yíng)銷+體驗(yàn)營(yíng)銷為主線每個(gè)人生而不凡，挖掘自身非凡內(nèi)在（青島內(nèi)涵）挖掘年輕目標(biāo)消費(fèi)群體的非凡內(nèi)在，并與他們一起經(jīng)歷非凡蛻變Focusingonsportsmarketing+musicmarketing+experiencemarketingEachpersonisextraordinaryinlifeandexploreshisownextraordinaryinner(Qingdaoconnotation)Digouttheextraordinaryessenceofyoungtargetconsumersandexperienceextraordinarytrans4、formationwiththem理 想 生 活 力 量事 業(yè) 生 存 愛(ài) 好ideallifepowercauseexistencehobby在事業(yè)和愛(ài)好之間抉擇平衡在理想與生存之間堅(jiān)持自我在世界杯與青島啤酒中獲取力量ChooseabalancebetweencareerandhobbyPersistinselfbetweenidealandsurvivalGainstrengthintheWorldCupandQingdaoBeer為世界干杯為世界干杯!足球和啤酒，是經(jīng)久不衰的炙熱主題，為足球吶喊的夜晚怎能缺少啤酒的陪伴，加班再累又怎樣！喝完這杯狂歡全場(chǎng)！青島加持！一起為世界干杯！Chee5、rstotheworld!TSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA OTSIN G TA O青島在手 世界我有活動(dòng)主題釋義：手握青島，暢飲暢贏。啤酒與足球的相互融合，由青島啤酒品牌意識(shí)注入消費(fèi)者手中，手握啤酒，掌握世界！活動(dòng)概述活動(dòng)主題：青島在手，世界我有活動(dòng)名稱：2022青島啤酒世界杯主題派對(duì)活動(dòng)地點(diǎn)：某某市某某店活動(dòng)人數(shù)：200人目標(biāo)受眾：18-45歲中青年消費(fèi)群體邀約群體：企業(yè)領(lǐng)導(dǎo)、供應(yīng)商、媒6、體、KOL、廣大群體活動(dòng)調(diào)性：年輕、時(shí)尚、潮流Activity OverviewCommunicationstrategy傳播策略PART 02需求闡述借助青島啤酒世界杯主題派對(duì)，提升石獅青島啤酒品牌影響力傳播并解讀品牌年輕化標(biāo)簽、品質(zhì)感強(qiáng)化、百年國(guó)潮識(shí)別性線上線下客戶聯(lián)動(dòng)，促進(jìn)銷售借助足球世界杯節(jié)點(diǎn)，協(xié)同話題制造，深化品牌形象RequirementdescriptionImprovethebrandinfluenceofShishiQingdaowiththehelpofQingdaoBeerWorldCupthemepartyDisseminateandinterpretthebrands7、younglabel,strengthenthesenseofquality,andidentifythecenturyoldnationaltrendOnlineandofflinecustomerlinkagetopromotesalesWiththehelpoffootballWorldCupnodes,coordinatetopicmanufacturinganddeepenbrandimage事件營(yíng)銷 互動(dòng)促銷 借勢(shì)引爆Eventmarketing,interactivepromotion,detonatedbytakingadvantageofthesituation傳播渠道Com8、municationchannels多平臺(tái)渠道宣傳抖音雙微新聞媒體戶外/電梯廣告抖音KOL+KOC微博+微信網(wǎng)絡(luò)/客戶端/平面/視頻/電視臺(tái)商圈/高檔住宅TikTokWeibo+WeChatNews MediaElevator advertisement線上宣傳周期規(guī)劃Onlinepublicitycycleplanning第一階段 預(yù)熱期聚人氣【活動(dòng)前半月】第二階段 執(zhí)行期大規(guī)模引流【活動(dòng)當(dāng)天】第三階段 延續(xù)期延續(xù)熱度【活動(dòng)后一周】線上宣傳規(guī)劃Onlinepublicityplanning預(yù)熱期【新聞媒體】網(wǎng)絡(luò)發(fā)稿預(yù)熱【新媒體】微博KOL+抖音KOL/KOC預(yù)熱+微信公眾號(hào)【新玩法】H5線上9、話題互動(dòng)戶外/電梯廣告預(yù)熱Warm-upperiodNewsmediaWarmupforonlinepublishingNewmediaWeiboKOL+TippingKOL/KOCpreheatingNewPlayH5OnlineTopicInteractionOutdoor/elevatoradvertisementpreheating重磅曝光【石獅青島啤酒世界杯主題派對(duì)】線上宣傳規(guī)劃Onlinepublicityplanning執(zhí)行期網(wǎng)絡(luò)/平面/電視臺(tái)/視頻/媒體現(xiàn)場(chǎng)采集輸出新媒體KOL現(xiàn)場(chǎng)打卡互動(dòng)直播executionphaseNetwork/plane/TVstation/video10、/mediaon-siteacquisitionandoutputKOL,anewmedia,punchedinandinteractedwiththelivebroadcast#以不凡燥非凡，青島啤酒與你暢贏世界杯#線上宣傳規(guī)劃Onlinepublicityplanning延續(xù)期新聞媒體通告發(fā)布新媒體活動(dòng)總結(jié)executionphasePressreleaseSummaryofnewmediaactivities完美開(kāi)球，青島啤酒與世界共歡贏【新聞媒體】網(wǎng)絡(luò)發(fā)稿預(yù)熱NewsmediaWarmupforonlinepublishing發(fā)稿主題建議：青島在哪，世界就在哪Suggestionson11、thethemeofpublication:WhereQingdaois,theworldis官方公眾號(hào)軟文預(yù)熱Warmupofofficialofficialaccount噱頭軟文為世界干杯！我是大預(yù)言家青島啤酒世界杯派對(duì)預(yù)熱期間線上舉行競(jìng)猜世界杯比賽青島助力你猜出冠軍瓜分萬(wàn)元獎(jiǎng)金GimmickessayCheerstotheworld!ImagreatprophetDuringthewarm-upperiodofQingdaoBeerWorldCupPartyOnlinequizoftheWorldCupQingdaohelpsyouguessthechampionDivide10000y12、uanbonus朋友圈H5病毒式宣傳H5viralpublicityinthecircleoffriends世界杯主題元素結(jié)合青島品牌方概念邀約性H5朋友圈病毒式轉(zhuǎn)發(fā)WorldCupthemeelementsCombiningtheconceptofQingdaobrandInvitationalH5Viralforwardinginthecircleoffriends朋友圈倒計(jì)時(shí)海報(bào)Countdownposterofcircleoffriends倒計(jì)時(shí)主題海報(bào)5-7天倒計(jì)時(shí)朋友圈宣發(fā)聚焦公眾引起期待感CountdownThemePoster5-7daycountdownPublicityof13、thecircleoffriendsFocusnthepublicandarouseasenseofexpectationCommunicationstrategy活動(dòng)規(guī)劃PART 03氛圍布置Communicationstrategy平面點(diǎn)位規(guī)劃圖Planarpointlocationplan簽到墻Signinwall合影墻Groupphotowall主題元素吧臺(tái)ThemeBar觀眾席SpectatorSeats互動(dòng)區(qū)Interactivearea主舞臺(tái)Mainstage注水道旗Waterwayflag平面點(diǎn)位規(guī)劃圖Planarpointlocationplan注水道旗Waterwayfla14、g在入口處增加注水道旗通道補(bǔ)充外場(chǎng)氛圍起到指引來(lái)賓的作用AddwaterinjectionflagchannelattheentranceSupplementtheoutdooratmosphereToguideguests注水道旗The World Sign in Wall平面點(diǎn)位規(guī)劃圖Planarpointlocationplan簽到墻Signinwall以青島品牌色綠色為基調(diào)結(jié)合2022世界杯元素以綠植及世紀(jì)杯簽到徽章為補(bǔ)充來(lái)賓簽字在徽章上留名世界，助力開(kāi)球！TakeQingdaobrandcolorgreenasthekeynoteCombining2022WorldCupelemen15、tsSupplementedbythegreenplantandthesignaturebadgeoftheCenturyCupGuestssignonthebadgeKeepyournameintheworldandhelpyoukickoff!世界在手簽到墻The World Sign in Wall平面點(diǎn)位規(guī)劃圖Planarpointlocationplan合影墻Groupphotowall以青島品牌英文字做主體框架融入世界杯足球元素發(fā)光字+啤酒造型給予來(lái)賓趣味的品牌互動(dòng)合影TaketheEnglishwordsofQingdaobrandasthemainframeworkIntegr16、ateWorldCupfootballelementsLuminouscharacters+beerstylingGroupphotoofinterestingbrandinteractionforguests合影墻The World Sign in Wall平面點(diǎn)位規(guī)劃圖Planarpointlocationplan主題元素吧臺(tái)ThemeBar足球圖形+青島英文TSINGTAO做主題元素吧臺(tái)，可加設(shè)發(fā)光燈箱或PVC主題字供品牌方現(xiàn)場(chǎng)銷售啤酒產(chǎn)品Footballgraphics+QingdaoEnglishTSINGTAOAsthethemeelementbar,itcanbeassumedt17、hattheluminouslightboxOrPVCthemewordsForthebrandtosellbeerproductsonsite主題元素吧臺(tái)The World Sign in Wall平面點(diǎn)位規(guī)劃圖Planarpointlocationplan主舞臺(tái)Mainstage通過(guò)結(jié)合場(chǎng)地現(xiàn)有戶外舞臺(tái)在屏幕頂部加設(shè)青島品牌英文舞臺(tái)前段增加發(fā)光主題字以及世界杯城市元素造型在原本單調(diào)的戶外舞臺(tái)進(jìn)行氛圍補(bǔ)充BycombiningtheexistingoutdoorstageofVilla304AddQingdaobrandEnglishatthetopofthescreenAddluminou18、sthemewordsatthefrontofthestageAndWorldCupcityelementmodelingSupplementtheatmosphereontheoriginallymonotonousoutdoorstage主舞臺(tái)Mainstage平面點(diǎn)位規(guī)劃圖Planarpointlocationplan觀眾席SpectatorSeats現(xiàn)有場(chǎng)地席位的基礎(chǔ)上在桌面增加品牌方的發(fā)光燈牌增加一定的細(xì)節(jié)軟裝可以讓來(lái)賓更有參與的沉浸感BycombiningtheexistingoutdoorstageofVilla304AddQingdaobrandEnglishatthetopo19、fthescreenAddluminousthemewordsatthefrontofthestageAndWorldCupcityelementmodelingSupplementtheatmosphereontheoriginallymonotonousoutdoorstage觀眾席Spectator Seats平面點(diǎn)位規(guī)劃圖Planarpointlocationplan互動(dòng)區(qū)Interactivearea讓喝啤酒不在單調(diào)讓等待不在無(wú)聊現(xiàn)場(chǎng)互動(dòng)區(qū)設(shè)置足球雙人對(duì)戰(zhàn)臺(tái)LetbeernotbemonotonousLetwaitingnotbeboringSetupafootballtwoplay20、erplatformintheon-siteinteractionarea互動(dòng)區(qū)1The World Sign in Walloption1結(jié)合品牌方產(chǎn)品的互動(dòng)游戲以套圈送啤酒的噱頭吸引到場(chǎng)來(lái)賓參與InteractivegamescombinedwithbrandproductsThegimmickofdeliveringbeerwithaloopAttractgueststoparticipate互動(dòng)區(qū)2The World Sign in Walloption2迷你足球射門區(qū)，供親子互動(dòng)消費(fèi)群體不單單只是看球也適合親子群體參與Minifootballshootingareaforparent21、-childinteractionConsumergroupsdontjustwatchtheballItisalsosuitableforparent-childgroupstoparticipate互動(dòng)區(qū)3The World Sign in Walloption3活動(dòng)流程Activityflow活動(dòng)流程創(chuàng)意creative idea18:00-19:00 來(lái)賓簽到入場(chǎng)19:00-19:05 主持人開(kāi)場(chǎng)19:05-19:10 領(lǐng)導(dǎo)致歡迎詞19:10-19:15 2022青島啤酒世界杯開(kāi)球儀式19:15-19:20 舉杯開(kāi)幕19:20-19:40 樂(lè)隊(duì)表演19:40-19:50 微信搖紅包抽獎(jiǎng)22、19:50-20:00 變形金剛互動(dòng)表演20:00-20:20 互動(dòng)游戲（暢飲王）20:20-20:40 DJ熱場(chǎng)20:40-20:50 微信搖紅包抽獎(jiǎng)20:50-21:10 樂(lè)隊(duì)表演21:10-自由交流觀賽ACTIVITY FLOW來(lái)賓簽到入場(chǎng)Guests sign in活動(dòng)開(kāi)始前夕來(lái)賓逐步入場(chǎng)簽到OntheeveoftheeventGuestsgraduallyenterthesiteandsignin合影互動(dòng)Group photo interaction禮儀指引來(lái)賓在合影區(qū)合影現(xiàn)場(chǎng)機(jī)位實(shí)時(shí)跟拍照片直播EtiquetteguideguestsGroupphotointhegroupphot23、oareaRealtimefollowuponthespotLivephoto舞臺(tái)暖場(chǎng)Stage warmup燈光秀開(kāi)場(chǎng)或播放品牌方宣傳視頻/造勢(shì)視頻Opening of the light showOr play the publicity video/momentum video of the brand主持人開(kāi)場(chǎng)Host opening活動(dòng)開(kāi)始主持人開(kāi)場(chǎng)介紹活動(dòng)流程及出席領(lǐng)導(dǎo)嘉賓ActivitystartOpeningintroductionofthehostActivityprocessandleaderspresent領(lǐng)導(dǎo)致歡迎詞Leader delivers a welcome s24、peech主持人邀請(qǐng)品牌方領(lǐng)導(dǎo)登臺(tái)致歡迎詞ThehostinvitedthebrandleaderWelcomespeechonthestage開(kāi)球儀式Kick off ceremony【2022青島啤酒世界杯開(kāi)球儀式】注入式透明屏啟動(dòng)儀式邀請(qǐng)領(lǐng)導(dǎo)通過(guò)導(dǎo)入青島啤酒配合啟動(dòng)臺(tái)滾動(dòng)內(nèi)容2022QingdaoBeerWorldCupKickoffCeremonyLaunchceremonyofinjectiontransparentscreenInviteleaderstointroduceTsingtaoBeerCooperatewiththestartertoscrollthecontentsO25、ption 1開(kāi)球儀式Kick off ceremony【2022青島啤酒世界杯開(kāi)球儀式】升字啟動(dòng)儀式按鈕式啟動(dòng)/注入式啟動(dòng)2022QingdaoBeerWorldCupKickoffCeremonyLaunchingceremonyofdryicepromotionPushbuttonstart/injectionstartOption 2舉杯開(kāi)幕The opening of the toast主持人邀請(qǐng)臺(tái)上領(lǐng)導(dǎo)留步共同舉杯慶祝活動(dòng)開(kāi)幕青島啤酒助理世界杯足球完美開(kāi)賽ThehostinvitedtheleadersonthestagetostayJointlyraiseaglasstocele26、bratetheopeningoftheeventQingdaoBeerAssistantWorldCupFootballMatchkickedoffperfectly樂(lè)隊(duì)表演The opening of the toast主持人邀請(qǐng)樂(lè)隊(duì)登臺(tái)表演樂(lè)隊(duì)建議：廈門某某樂(lè)隊(duì)福建省知名樂(lè)隊(duì)，有豐富演出經(jīng)驗(yàn)多風(fēng)格駕馭，表現(xiàn)力強(qiáng)，時(shí)尚ThehostinvitedthebandtoperformonthestageBandsuggestion:XiameneightcaratbandFamousbandinFujianProvincewithrichperformanceexperienceMultisty27、le,strongexpressionandfashion微信搖紅包抽獎(jiǎng)WeChat Lucky Draw現(xiàn)場(chǎng)邀請(qǐng)來(lái)賓參與微信掃碼線上互動(dòng)品牌方現(xiàn)場(chǎng)紅包派送即熱全場(chǎng)氛圍ThehostinvitedthebandtoperformonthestageBandsuggestion:XiameneightcaratbandFamousbandinFujianProvincewithrichperformanceexperienceMultistyle,strongexpressionandfashion變形金剛互動(dòng)表演TransformersInteractivePerformance變形金剛互動(dòng)燃28、炸全場(chǎng)爆點(diǎn)流程，宣傳效應(yīng)拉滿TransformersInteractionBurningandbombingthewholesiteExplosionpointprocess,fullofpublicityeffect互動(dòng)游戲（暢飲王）Interactive game(King of Drinks)現(xiàn)場(chǎng)邀請(qǐng)來(lái)賓登臺(tái)參與暢飲王互動(dòng)游戲誰(shuí)炫得快，吹瓶大王InviteguestsonsiteTakepartintheinteractivegameofDrinkKingWhocandazzlequicklyDJ熱場(chǎng)Interactive game(King of Drinks)DJ登臺(tái)互動(dòng)喊麥打碟調(diào)動(dòng)29、現(xiàn)場(chǎng)氣氛DJtakesthestageInteractivevideoplayingMobilizetheon-siteatmosphere微信搖紅包抽獎(jiǎng)WeChat Lucky Draw現(xiàn)場(chǎng)邀請(qǐng)來(lái)賓參與微信掃碼線上互動(dòng)品牌方現(xiàn)場(chǎng)紅包派送即熱全場(chǎng)氛圍ThehostinvitedthebandtoperformonthestageBandsuggestion:XiameneightcaratbandFamousbandinFujianProvincewithrichperformanceexperienceMultistyle,strongexpressionandfashion樂(lè)隊(duì)表演The 30、opening of the toast主持人邀請(qǐng)樂(lè)隊(duì)登臺(tái)表演樂(lè)隊(duì)建議：廈門某某樂(lè)隊(duì)福建省知名樂(lè)隊(duì)，有豐富演出經(jīng)驗(yàn)多風(fēng)格駕馭，表現(xiàn)力強(qiáng)，時(shí)尚ThehostinvitedthebandtoperformonthestageBandsuggestion:XiameneightcaratbandFamousbandinFujianProvincewithrichperformanceexperienceMultistyle,strongexpressionandfashion自由交流觀賽Free exchange主體流程結(jié)束交由現(xiàn)場(chǎng)來(lái)賓自行交流、暢飲靜待賽事開(kāi)始EndofmainprocessLet31、theguestsonsitecommunicateanddrinkfreelyWaitingfortheeventtostart活動(dòng)流程創(chuàng)意creative idea18:00-19:00 來(lái)賓簽到入場(chǎng)19:00-19:05 主持人開(kāi)場(chǎng)19:05-19:10 領(lǐng)導(dǎo)致歡迎詞19:10-19:15 2022青島啤酒世界杯開(kāi)球儀式19:15-19:20 舉杯開(kāi)幕19:20-19:40 樂(lè)隊(duì)表演19:40-19:50 微信搖紅包抽獎(jiǎng)19:50-20:00 變形金剛互動(dòng)表演20:00-20:20 互動(dòng)游戲（暢飲王）20:20-20:40 DJ熱場(chǎng)20:40-20:50 微信搖紅包抽獎(jiǎng)20:50-21:32、10 樂(lè)隊(duì)表演21:10-自由交流觀賽ACTIVITY FLOWOthersuggestions其他建議PART 04現(xiàn)場(chǎng)禮儀著裝建議以足球?qū)氊愋蜗罅料喙ぷ魅藛T穿著品牌方制服或足球衣服足球?qū)氊怓ootball babyItissuggestedtoshowupasafootballbabyinthesceneStaffwearbranduniformsorfootballclothes針對(duì)特邀領(lǐng)導(dǎo)及嘉賓，為體現(xiàn)尊享感采用紙質(zhì)邀請(qǐng)函由品牌方親自邀約形式建議：以足球門票的形式設(shè)計(jì)紙質(zhì)邀請(qǐng)函Football babyForspeciallyinvitedleadersandguests,torefl33、ectthesenseofenjoymentInviteinpersonbythebrandwithapaperinvitationletterFormsuggestion:designintheformoffootballtickets活動(dòng)日全程照片直播實(shí)時(shí)上傳給予每個(gè)來(lái)賓都能實(shí)時(shí)轉(zhuǎn)發(fā)自己照片的機(jī)會(huì)照片直播Live photoFullrangephotolivebroadcastontheactivitydayRealtimeuploadGivereal-timeforwardingtoeachguestOpportunitytotakephotosofyourselfT h a n k s34、10月25日確定整體方案簽訂合作協(xié)議確定整體設(shè)計(jì)安排物料制作線上外宣投放倒計(jì)時(shí)海報(bào)投放新媒體軟文推送品牌方雙微軟文預(yù)熱外宣H5投放入場(chǎng)搭建/測(cè)試活動(dòng)日/落地執(zhí)行延續(xù)宣傳/媒體通稿投放10月28日11月5日11月20日11月19日11月11日11月15日11月12日11月9日11月8日11月7日11月21日活動(dòng)工作安排時(shí)間倒推表Backward table of activity schedule2022青島啤酒世界杯主題派對(duì)方案預(yù)算清單內(nèi)容備注金額媒體外宣省內(nèi)媒體投稿矩陣全國(guó)媒體投稿矩陣外宣H5制作倒計(jì)時(shí)海報(bào)設(shè)計(jì)氛圍布置（整體落地氛圍，含搭建及物料制作）人員部分主持人：1位禮儀（足球?qū)氊悾?位攝影：1機(jī)位含照片直播攝像：1機(jī)位含15S小視頻樂(lè)隊(duì)DJ演繹人員（變形金剛互動(dòng)）其他部分策劃設(shè)計(jì)費(fèi)物料運(yùn)輸費(fèi)費(fèi)用合計(jì)稅后合計(jì)Thanks感謝觀看本案為策劃方向案，僅為策劃定向所使用圖為網(wǎng)絡(luò)參照?qǐng)D，實(shí)際以最終設(shè)計(jì)為準(zhǔn)