2024巴黎奧運會虎撲營銷指南【互聯(lián)網(wǎng)】【通案】【賽事營銷】

虎撲呈現(xiàn)|ProudlyPresentedbyJRs五星在巴黎01五星在虎撲02CONTENTS五星正飄揚03starsParisHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O時隔100年，奧運會再次在巴黎綻放

繼北京冬奧、亞運會又一項全國Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O東京奧運會后，廣大群眾需要一場更開放，更年輕，更符

合主流審美的體育盛會來再次激活人們的期盼法式浪漫塞納河畔上的奧運開幕式，一睹巴黎風(fēng)情新潮項目街舞、滑板、沖浪、攀巖加入中心舞臺對品牌來講，這是四年一次的盛大舞臺，展示自身優(yōu)勢給千萬用戶Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O通過奧運會的強大勢能,所有中國體育健兒

中國科技、中國品牌都被全世界看到

所有國人一起為中國增光添彩Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHumescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O中JRs心往一處想，勁往一處使國所有中國人的榮耀狂歡隊每個中國隊奪金時刻都是每個中國人最驕傲的時刻在全世全體國人為國的舞臺贊中央大國崛起的自豪感體育強國，老百姓最喜聞樂?HumescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OstarsHUPUHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O歷經(jīng)二十年風(fēng)雨相伴，“大賽時刻上虎撲”

已經(jīng)深入每一位JRs心中Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O男性興趣為一體的體育社區(qū)，足籃電等興趣全部容納

造就全網(wǎng)最高濃度討論氛圍S13單場比賽評分200W次+當(dāng)評分成為一種表達方式NBA個人評分記錄130.3W次+庫里榮膺總冠軍+總決賽FMVP哈登加盟快船5分鐘3.5W+互動量硬核球迷的意見表達#賽事主題頁英雄聯(lián)盟臺詞評分累計230.4W隨手添加“愛你老媽”換來全網(wǎng)共鳴Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O線上到線下，活動不斷檔，JRs整活與辣評層出不窮內(nèi)容總條數(shù)：1.抖音2.快手3.微博內(nèi)容傳播度：1.抖音2.快手3.微博4.小紅書.212,834,946Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O大事好事新鮮事，熱梗亮評整花活火出圈的話題收割機，全國網(wǎng)民的快樂源泉，也是興趣愛好的新聚集地游戲人群學(xué)生人群“愛你老媽”臺詞評分火爆全網(wǎng)！抖音/站快手微博全網(wǎng)發(fā)酵破圈ingB站累計播放：1300W+抖音累計播放：1.2億（統(tǒng)計日期：2年1月1月初）全網(wǎng)人群情感共鳴小紅書熱門筆記1.3W+點贊抖音三個相關(guān)話題2.3億+播放微博話題1411w+閱讀萬物皆可評分Hupu&OlympicGamescampianHupcaympicGamescampGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OTOKYO2020BEIJING2022虎撲JR看奧運意愿強烈6%13%23%58%最期待賽場發(fā)生什么3%單日熱度1718w+訪問人數(shù)3247w+12%18%35%32%Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O一句“愛你老媽”，引起百萬JRs打出了“五星好評”

在奧運賽程中“愛我中華”將會引來更強烈的共鳴有料話題奪金時刻激情賽場Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奧運營銷在虎撲——核心策略”讓五星好評化作JRs心中那面五星紅旗披在每位運動員后背上,揮舞在巴黎奧運的正上方starsJRsHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奧運獨立賽事頻道每日連播不間斷活動Banner賽前賽后緊抓時效熱點資訊實時傳遞賽程/金牌榜活動入口熱搜、話題、資訊Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奧運營銷在虎撲——四重奏Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O1億JRs，為國而贊Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O計劃一計劃二計劃三計劃四Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O五證奧運獨立TAB頁第一流量入口承載每日千萬級曝光確?；顒訁⑴c基數(shù)五星通行證通行證經(jīng)驗條123……464748每個等級對應(yīng)的獎品升級通行證?給運動員打五星好評?關(guān)注XX品牌官方賬號?瀏覽奧運相關(guān)賽事貼?分享活動頁面?…奧運選手精選評分獨立H5頁面用戶參與活動簡單確保每日參與人數(shù)營銷權(quán)益蘇炳添全紅嬋9.99.9欄目冠名+定制任務(wù)+文案植入+評分定制+資源包配套資源適合賽事官方合作類客戶Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OGamingdemo用戶免費參加，參與站內(nèi)活動，即可獲得經(jīng)驗值，升級通行證登記1級滿級48級123……464748用戶在活動中每次升級都可能獲得獎品*通行證一共設(shè)有48級（致敬北京奧運會中國一共獲得48枚金牌）battleHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O活動內(nèi)設(shè)置多樣社區(qū)任務(wù)，用戶完成任務(wù)即可升級通行證等級品牌向任務(wù)

社區(qū)向任務(wù)?關(guān)注品牌官方賬號?完成品牌話題發(fā)帖下互動?其他品牌定制類任務(wù)等五星通行證發(fā)布關(guān)于奧運助威的帖子點贊評論分享奧運新聞貼…互動向任務(wù)

評分向任務(wù)分享奧運隊員評分頁?為奧運運動員評“五星”?每日瀏覽通用評分?…分享頁面到微信朋友圈成功邀請朋友參與活動…Hupu&OlympicGamescampianHupu&OlympicGamscampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O獎品激勵設(shè)置單次互動激勵、長線互動激勵奧運五星通行證等級123……464748通行證每3級均有獎勵每一次給運動員打“五星好評”均有可能掉落“奧運盒子”獎勵設(shè)置?品牌獎品?虎撲定制頭像框?奧運禮盒等?品牌獎品?虎撲會員?奧運禮盒等通行證滿級大獎設(shè)置：虎撲JR定制奧運金牌*品牌可定制獎品類型、禮盒等Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O更多關(guān)于奧運的五星玩法，主頁全獲取五星通行證「五星奧運競技場」在線彈幕互動游戲，和全國JR一起“闖關(guān)奪金”?；涠ㄖ平鹋圃诰€發(fā)放。?直播間在線聯(lián)動?彈幕互動即可參與?活動全程貫穿奧運?多運動項目定制「五星JRs出征巴黎」AI海報征集，大量素材產(chǎn)出JR奔赴現(xiàn)場，地標建筑展示借助AI打造千萬助威圖。巨幅海報承包巴黎地標建筑，與JR一起出征奧運?！肝逍荍Rs奧運Cos秀」全民奧運氛圍，AI為用戶聯(lián)動奧運，提升社區(qū)氛圍打造你的專屬運動穿搭。

關(guān)聯(lián)虛擬競技場，內(nèi)容有爭做步行街做帥的仔！

效串聯(lián)。Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O評分功能深度綁定，打造“奧運限定版本評分”評分主頁奧運評分置頂評分頁面定制奧運特色虎撲評分奧運評分10.0200WJRs評分立即評分今日奧運奧運冠軍虎撲評分9.9500WJRs評分立即評分*品牌信息植入或定制評分icon等在此基礎(chǔ)上升級定制Hupu&OlymGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O破次元壁奧運選手親自回應(yīng)，隔空互動強勢破圈外圍媒體擴散奧運?撲亮評奧運運動員新聞、娛樂矩陣號更多普通用戶

跟風(fēng)擴散，引發(fā)更多人參與活動Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O基于站內(nèi)參與AI助威照活動的用戶照片，與品牌共創(chuàng)，生成巨幅奧運助威海報多地標聯(lián)動上海線下助威快閃店，線下直接評五星

巴黎地標承包計劃，億萬JRs共同為奧運

出征，每一個為奧運助威的亮評都有可能

被送到巴黎，被更多外國友人看見專題記錄片這次由全體JRs一同參與

跨越東西五千多公里的奧運助威行動

由虎撲全程記錄下來并在長視頻媒體上二次擴散巨幅海報在巴黎Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O標題冠名結(jié)合賽事超級曝光，全局用戶最速捕捉同步PUSH重點展示【金牌速遞】針對奧運會期間，中國代表團熱門項目奪金后，社區(qū)即可發(fā)布【金牌速遞】欄目，并結(jié)合社區(qū)PUSH功能，第一時間輻射全局用戶。文末文案Banner海報欄目匹配：奧運會官方贊助商等Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O聯(lián)動驚喜盒子，中國隊奪金掉落“金牌禮盒”慶祝中國健兒奪得奧運金牌

虎撲送你金牌禮【金牌禮盒掉落】用戶點進「金牌速遞」欄目，即有可能概率觸發(fā)「金牌禮盒」第一時間送上品牌福利，或是站內(nèi)活動特權(quán)等欄目匹配：奧運會官方贊助商等點擊開啟Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奧運賽場每日【虎撲之星】評選，當(dāng)日MVP，

社區(qū)永恒話題結(jié)合運動員形象+虎撲亮回復(fù)原創(chuàng)定制票選環(huán)節(jié)營銷權(quán)益專欄冠名+海報植入

資源包配套推廣資源

奧運版塊推薦適合奧運賽事合作品牌Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O賽場內(nèi)外名場面評分、神評不斷不止是賽場瞬間，各種盛會名場面皆可打分，JR神評、毒

舌不斷出圈【核心玩法】虎撲資訊不間斷報道奧運內(nèi)外各種名場面；名場面頁面均帶有評分、神評功能，分享、截圖一鍵搞定品牌logo品牌logo【賽場速遞】【賽場速遞】這波操作什么水平這波扣籃什么水平營銷權(quán)益品牌定制名場面欄目、品牌露出Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O《奧運社區(qū)特輯》Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O奧運前瞻奧運晚報JRs專訪今日重點關(guān)注營銷權(quán)益沖金聚焦賽事回顧焦點選手?專欄冠名+內(nèi)容植入?資源包配套推廣資源?奧運版塊推薦?適合奧運賽事合作品牌Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O熱點日歷金牌榜單奧運熱點日歷營銷權(quán)益?專欄冠名+內(nèi)容植入

?資源包配套推廣資源

?奧運版塊推薦?適合奧運賽事合作品牌Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OJRs奧運最亮評每日挖掘JRs亮評內(nèi)容，抓住賽事時效形成站內(nèi)外內(nèi)容二次傳播奧運每日最佳瞬間每日精彩賽場內(nèi)容尋找，邀約用戶投票+討論通過趣味內(nèi)容，聚焦用戶二次探討+金句展現(xiàn)優(yōu)質(zhì)UGC內(nèi)容發(fā)酵聚焦賽場精彩時刻?賽場熱點內(nèi)容深度觀點?趣味事件二次發(fā)酵?千人千面，不同觀點?每日聚焦熱門話題，有效聚集用戶?比賽精彩瞬間二次探討?提煉用戶UGC二創(chuàng)能力，形成破圈效應(yīng)營銷權(quán)益營銷權(quán)益?欄目冠名+話題定制+文案植入?資源包配套資源?欄目冠名+話題定制+文案植入?資源包配套資源?適合賽事官方合作類客戶Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGamescampianHupu&O《終于能輪到我了》奧運冠軍版邀請中國奧運冠軍在虎撲站內(nèi)與網(wǎng)友一對

一問答回帖，給廣大網(wǎng)友創(chuàng)造一個和奧運

冠軍對話的平臺AMA期間可以抽取固定樓層，送出奧運禮

盒等定制獎品營銷權(quán)益定制欄目、話題；冠名，品牌露出Hupu&OlympicGamescampianHupu&OlympicGamescampianHupu&OlympicGmpianHupu&OHupu&OlympicGame