2022青岛啤酒世界杯主题派对活动策划方案

2022 Tsingtao FIFA World Cup Theme Party策划方向案TSINGTAO CONTENTS背景解读Background interpretation01传播策略Communication strategy02活动规划Activity planning03其他建议Other suggestions04 Background interpretation背景解读PART 01 精神力量FAHSHION STYLE中国最历史悠久的啤酒生产企业青岛品牌价值突破两千亿，千亿级啤酒品牌百年国啤，中国经典青岛精神，青岛内涵TSINGTAOSpiritual powerThe oldest beer manufacturer in ChinaQingdao's brand value has exceeded 200 billion yuan, a 100 billion level beer brandHundred year national beer, a Chinese classicQingdao Spirit, Qingdao Connotation 目标受众target audiencetarget audience18-45岁中青年消费群体他们是社会中正在升起的中坚力量他们不甘平凡，用于挖掘自身闪光点敢于表达自己不同的声音以在平凡中创造，非凡的个性价值与世界杯群体重叠 以体育营销+音乐营销+体验营销为主线每个人生而不凡，挖掘自身非凡内在（青岛内涵）挖掘年轻目标消费群体的非凡内在，并与他们一起经历非凡蜕变Focusing on sports marketing+music marketing+experience marketingEach person is extraordinary in life and explores his own extraordinary inner (Qingdao connotation)Dig out the extraordinary essence of young target consumers and experience extraordinary transformation with them 理想 生活 力量事业 生存 爱好ideallifepowercauseexistencehobby 在事业和爱好之间抉择平衡在理想与生存之间坚持自我在世界杯与青岛啤酒中获取力量Choose a balance between career and hobbyPersist in self between ideal and survivalGain strength in the World Cup and Qingdao Beer 为世界干杯!足球和啤酒，是经久不衰的炙热主题，为足球呐喊的夜晚怎能缺少啤酒的陪伴，加班再累又怎样！喝完这杯狂欢全场！青岛加持！一起为世界干杯！Cheers to the world! TSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAOTSINGTAO青岛在手·世界我有活动主题释义：手握青岛，畅饮畅赢。啤酒与足球的相互融合，由青岛啤酒品牌意识注入消费者手中，手握啤酒，掌握世界！ 活动概述活动主题：青岛在手，世界我有活动名称：2022青岛啤酒世界杯主题派对活动地点：某某市某某店活动人数：200人目标受众：18-45岁中青年消费群体邀约群体：企业领导、供应商、媒体、KOL、广大群体活动调性：年轻、时尚、潮流Activity Overview Communication strategy传播策略PART 02 需求阐述借助青岛啤酒世界杯主题派对，提升石狮青岛啤酒品牌影响力传播并解读品牌年轻化标签、品质感强化、百年国潮识别性线上线下客户联动，促进销售借助足球世界杯节点，协同话题制造，深化品牌形象Requirement descriptionImprove the brand influence of Shishi Qingdao with the help of Qingdao Beer World Cup theme partyDisseminate and interpret the brand's young label, strengthen the sense of quality, and identify the century old national trendOnline and offline customer linkage to promote salesWith the help of football World Cup nodes, coordinate topic manufacturing and deepen brand image 事件营销 互动促销 借势引爆Event marketing, interactive promotion, detonated by taking advantage of the situation 传播渠道Communication channels多平台渠道宣传抖音双微新闻媒体户外/电梯广告抖音KOL+KOC微博+微信网络/客户端/平面/视频/电视台商圈/高档住宅TikTokWeibo+WeChatNews MediaElevator advertisement 线上宣传周期规划Online publicity cycle planning第一阶段 预热期聚人气【活动前半月】第二阶段 执行期大规模引流【活动当天】第三阶段 延续期延续热度【活动后一周】 线上宣传规划Online publicity planning预热期·【新闻媒体】网络发稿预热·【新媒体】微博KOL+抖音KOL/KOC预热+微信公众号·【新玩法】H5线上话题互动·户外/电梯广告预热Warm-up period·[News media] Warm up for online publishing·[New media] Weibo KOL+Tipping KOL/KOC preheating·[New Play] H5 Online Topic Interaction·Outdoor/elevator advertisement preheating重磅曝光【石狮青岛啤酒世界杯主题派对】 线上宣传规划Online publicity planning执行期·网络/平面/电视台/视频/媒体现场采集输出·新媒体KOL现场打卡互动直播execution phase·Network/plane/TV station/video/media on-site acquisition and output·KOL, a new media, punched in and interacted with the live broadcast#以不凡燥非凡，青岛啤酒与你畅赢世界杯# 线上宣传规划Online publicity planning延续期·新闻媒体通告发布·新媒体活动总结execution phase·Press release·Summary of new media activities《完美开球，青岛啤酒与世界共欢赢》 【新闻媒体】网络发稿预热[News media] Warm up for online publishing发稿主题建议：《青岛在哪，世界就在哪》Suggestions on the theme of publication:Where Qingdao is, the world is 官方公众号软文预热Warm up of official official account噱头软文为世界干杯！我是大预言家青岛啤酒世界杯派对预热期间线上举行竞猜世界杯比赛青岛助力你猜出冠军瓜分万元奖金Gimmick essayCheers to the world!I'm a great prophetDuring the warm-up period of Qingdao Beer World Cup PartyOnline quiz of the World CupQingdao helps you guess the championDivide 10000 yuan bonus 朋友圈H5病毒式宣传H5 viral publicity in the circle of friends世界杯主题元素结合青岛品牌方概念邀约性H5朋友圈病毒式转发World Cup theme elementsCombining the concept of Qingdao brandInvitational H5Viral forwarding in the circle of friends 朋友圈倒计时海报Countdown poster of circle of friends倒计时主题海报5-7天倒计时朋友圈宣发聚焦公众引起期待感Countdown Theme Poster5-7 day countdownPublicity of the circle of friendsFocus n the public and arouse a sense of expectation Communication strategy活动规划PART 03 氛围布置Communication strategy 平面点位规划图Planar point location plan签到墙Sign in wall合影墙Group photo wall主题元素吧台Theme Bar观众席Spectator Seats互动区Interactive area主舞台Main stage注水道旗Waterway flag 平面点位规划图Planar point location plan注水道旗Waterway flag 在入口处增加注水道旗通道补充外场氛围起到指引来宾的作用Add water injection flag channel at the entranceSupplement the outdoor atmosphereTo guide guests注水道旗The World Sign in Wall 平面点位规划图Planar point location plan签到墙Sign in wall 以青岛品牌色绿色为基调结合2022世界杯元素以绿植及世纪杯签到徽章为补充来宾签字在徽章上留名世界，助力开球！Take Qingdao brand color green as the keynoteCombining 2022 World Cup elementsSupplemented by the green plant and the signature badge of the Century CupGuests sign on the badgeKeep your name in the world and help you kick off!世界在手签到墙The World Sign in Wall 平面点位规划图Planar point location plan合影墙Group photo wall 以青岛品牌英文字做主体框架融入世界杯足球元素发光字+啤酒造型给予来宾趣味的品牌互动合影Take the English words of Qingdao brand as the main frameworkIntegrate World Cup football elementsLuminous characters+beer