教程案例講稿infiniti amazing race media communication conference report

1、111Infiniti “Amazing Race” Media Communication Conference Report December 2014Dongfeng Infiniti Marketing & PR2ContentEvent OverviewPhoto GalleryMedia InterviewMedia FeedbackCommunication SummarySelected Clippings3Infiniti “The Amazing Race” Media Communication Conference TimeVenueAgendaDec. 3rd ,20

2、14Kerry Centre, BeijingDF Infiniti and program director of AR together with journalists to discuss the first innovative cooperation form.Introduction of broadcast effect of Infiniti “Amazing Race”. Group interview with Dr. Daniel Kirchert & Mr. Vicent Liu & Mrs. Yi Hua.Amazing Race On-air Press Conf

3、erenceAttendee17 journalists were invited to attend the Infiniti ”AR” media communication meeting.Finally, totally 11 journalists from 11 media attended this conference for Infiniti “AR” and the corporate executives interview with Dr. Daniel Kirchert & Mr. Vicent Liu and Yi Hua, program director ofT

4、he Amazing Race. Event OverviewMost of selected are focus on finance, auto and economy media of Beijing, their reporting angle will around with creative marketing strategy, brand concepts and program highlights.Media StrategyMulti-platformsReporting anglesCommunication periodSelect website, newspape

5、r, weekly and Social to magnify communication effect.Choose website and social media to have a quick boost in media voice, moreover newspaper and weekly could keep the momentum of the AR.4Communication SummaryCommunication SummaryUntil 17:00 of Dec.11st, 2014A total of 5 clippings were collected reg

6、arding media communication conference of Infiniti “Amazing Race”, of which 100% are positive.Estimated AD value:35,787,193RMB.National mainstream media, such as Beijing Youth Daily; Auto media, such as Internet Info Agency have reported the media communication conference of Infiniti “Amazing Race”.

7、Besides, some important industrial WeChat account, such as madisonboomchina and Chinanewsweekly also posted related texts and pictures about this meeting. Media CategoryClipping NO.AD Value (RMB)Newspaper0 pieces-Website2 pieces-We-chat/Weibo3 pieces-Total5 pieces-Photo Gallery 5Media Check InPre-co

8、nference Communication On-goingEvent Highlights Media Interview 6Interviewee: Dr. Daniel Kirchert, CEO of Dongfeng Infiniti automobile co., LTDMr. Liu Xun, Director of Marketing & PR of Dongfeng Infiniti automobile co., LTDMrs. Yi Hua, Program Director of ShenZhen TV The Amazing RaceTime: 14:40-16:4

9、0Venue: Kerry Centre, Beijing Media Interview List1WeeklyCBNLi Bo2NewspaperCYOLWang Chao3NewspaperEEOLiu Xiaolin4WebsiteBusiness. SohuHu Renfang5WebsiteFinance.qqHuang Yuan6SocialGuangdiandujiaLuo Jiaojiao7SocialBeijing Youth DailyLiu Qian (Xi)8SocialVmarketingKang Di9SocialChinanewsweekly Pan Wan10

10、Social Entgroup Feng Jun11MagazineNew Weekly Xiao FengMedia Feedback-AR Media Meeting78Media:Internet Info AgencyDate: 2014.12.05Headline: Infiniti The Amazing Race opening new chapter of auto brand marketingSummary：On Dec. 3rd, Infiniti held a media communication conference of “The Amazing Race” in

11、 Beijing Kerry Centre, Dr. Daniel Kirchert , CEO of Dongfeng Infiniti automobile co., LTD, Mr. Liu Xun, Director of Marketing & PR of Dongfeng Infiniti automobile co., LTD and Mrs. Yi Hua, Program Director of ShenZhen TV The Amazing Raceattended this meeting. They made a conclusion for Infiniti The

12、Amazing Raceand expect the future of Dongfeng Infiniti. Infiniti sponsored many famous TV program, such as where are we go? Dadand A bite of China, won very good returns. Meanwhile, Infiniti also find some disadvantages of sponsorship and opening a new chapter of auto brand marketing “United Product

13、ion”. Infiniti made customized content marketing and work together with Shenzhen TV, further to made the brand concept “Gan Ai” was implanted into program skillfully. Until Now, Infiniti The Amazing Racewon high TV ratings, Video views and positive IWOM. Selected Clippings (updated)9Media: Beijing Y

14、outh Daily Date: 2014.12.08Headline: Daniel Kirchert: Infiniti won double brand reputation Summary：2014, could be called “Infiniti Amazing Race Year”. In the last 15 months, the no prompt brand recognition has increased by 20%, brand reputation achieved double increased, one of the largest contribut

15、ion should be owed to Infiniti The Amazing Race.Infiniti gave up TV advertising but chose jointly produced The Amazing Race with Shenzhen TV, this is a brave and fearless trial. Also, this trial bringing many positive returns back, good IWOM, high TV ratings and Video views. Selected Clippings10Medi

16、a: China News Weekly Date: 2014.12.10Headline: The magnificent transformation of Infiniti, “investor” promoted to “producer”Summary：Infiniti gave up TV advertising and chose jointly produced The Amazing Race with Shenzhen TV, this is a brave and fearless trial. Also, this trial bringing many positiv

17、e returns, good IWOM, high TV ratings and Video views. Infiniti promoted the brand concept “Gan Ai” since the program broadcasted. Infiniti innovates the emotional and experience marketing and participates in a reality show as a co-producer, opening new chapter of auto brand marketing.Selected Clipp

18、ings 11Media: madisonboomDate: 2014.12.09Headline: Infiniti, “the first auto brand to try crab”Summary：A long picture to explain what is “United Production”, , roles of Infiniti in the whole cooperative procedure and detailed data presentation of AR program. Since the brand concept “Gan Ai” was prom

19、oted , Infiniti on a road, which is brave to innovation, and claimed to do “the first auto brand to try crab”.Actually, Infiniti indeed tasted some benefits from content marketing, such as their brand recognition without promotion has increased by 20%, brand reputation also achieved double increased. So, what is the next step of Infiniti?Selected Clippi