伊利优酸乳 玩转娱乐营销（Yili yogurt fun entertainment marketing）.docVIP

伊利优酸乳 玩转娱乐营销（Yili yogurt fun entertainment marketing） Brand name: Yili yoghurt Marketing platform: Zhejiang satellite TV Innovation points: Yili yogurt for fashion, young consumer groups tailored I am star, breaking the routine naming of TV entertainment programs, Zhejiang satellite TV depth and cross media cooperation, all aspects of the design, in particular show into I want to change, I want my taste of the performance of Yili yogurt dare to change and positive brand proposition; at the same time the use of spokesperson Jay Chou, was reincarnated as the queen yogurt brand advocates, entertainment and interaction with the young crowd in front of the curtain. From the beginning of the campaign to him in the young peoples popularity campaign call to mid mining his own youth change event to strengthen the brand proposition to the finals at the scene of his stage, the depth of excavation of the face of the value. Because of the high correlation advantages of spokesmen and brand connotations, the dual value of viewing and entertainment has been created, and the image of healthy youth drink has been compacted in the young consumer groups. Case details: In May 11th, Yili yogurt is my superstar annual entertainment blockbuster launch trendsetter. Activities aimed at Yili yogurt target audience customized and born, by Jay Chou throughout navigation. Whether the program flow, packaging, slogans or participating guests, are targeted well-designed. In the process, the network registration: upload works - Review - TV promotion Biao Song - the ultimate PK -- and Jielun dance became a star of the future , in full accordance with the young peoples entertainment consumption custom. In the choice of spokesmen, but also a full combination of Erie yogurt, I want to change, I want my taste brand slogan and dare to change, positive brand proposition. Jay Chou now face the media and the public at ease shuttling between calm and confident, singer, musician, actor and director of multiple