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从品牌活动到微电影传播,玛卡西尼尝试通过新媒体手段,建立与消费者的粘性。在宁浩《无人区》上映的档期,一部服装企业拍摄的微电影《走出无人区》在上映仅数日后,也迎来了超高网络点击率。这一中国首部穿越三大无人区微电影,出品方为玛卡西尼男装CEO丁耿著及其团队,这也正是其品牌梦想的部分纪实。从2012年川藏骑行拍摄《地平线的梦想》到2013年暴走三大无人区拍摄《走出无人区》,玛卡西尼男装不仅充分运用了拍摄微电影表达品牌主张的营销方式,更开创性地通过新媒体方式将品牌主张传递给终端消费者。
From brand activity to microfilm spread, Macassini tries to build the stickiness with consumers through new media. In Ning Hao “no man’s land” release schedule, a clothing company filming micro-film “out of no man’s land” in the release only a few days later, also ushered in the ultra-high network click-through rate. The first of its kind in China through the three big no-man’s micro-movies, produced by Jessica Mencini Men’s Ding Ding and his team, which is also part of the brand’s dream documentary. From the 2012 Sichuan Tibet riding “dream of the horizon” to runaway in 2013 three big no man’s land “out of no man’s land”, not only make full use of men’s Cassock micro-film expression brand advocacy marketing, more Pioneering brand new ideas through the new media delivery to end consumers.