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抖音“超级大牌直播日”上线，30小时连续直播助路虎发现云游上市

时间：2020-03-24 15:02:04阅读：93546次
2020年年初,云健身、云音乐节、云综艺等&ldquo;云上新娱乐&rdquo;不断涌现,各大品牌纷纷加入到了&ldquo;云上大军&rdquo;行列。3月20日,抖音&ldquo;超级大牌直播日&r
抖音“超级大牌直播日”上线，30小时连续直播助路虎发现云游上市
抖音“超级大牌直播日”上线，30小时连续直播助路虎发现云游上市
3/3

2020年年初,云健身、云音乐节、云综艺等“云上新娱乐”不断涌现,各大品牌纷纷加入到了“云上大军”行列。3月20日,抖音“超级大牌直播日”正式上线,首场活动便由抖音直播和知名汽车品牌路虎联手打造,带来30小时不间断直播——“全新路虎发现运动版云游上市发布会”。

与传统的线下发布会形式不同,这场“云游上市发布会”充分利用抖音直播优势特色,更结合大咖连麦、弹幕互动答疑等玩法,为抖音消费者带来了“云种草”的全新体验。

打破传统发布会时空限制 “云发布”带来多元互动体验和玩法

在30小时的抖音直播当中,路虎品牌通过直播镜头,全面地呈现了全新路虎发现家族30年来的风雨历程,帮助用户更直观地了解品牌故事和产品特性;同时,众多行业大咖和媒体KOL也以“云连线”的方式加入到新车体验行列,在直播间向消费者展示新车性能亮点,网友纷纷在线围观、留言互动。

这场持续30小时的直播,在3月20日晚8点迎来高潮,知名建筑设计师青山周平、全能艺人林依轮、影视明星田雨以及设计师张娜、方钦正等嘉宾依次登陆直播间,从自己的感悟和生活方式出发,带领观众展开关于“衣”、“食”、“住”、“行”的发现之旅,得益于直播平台实时参与和互动的特点,众多嘉宾得以"云相聚“,共同参与和见证全新路虎发现运动版云游上市。

值得一提的是,此次发布会还将传统汽车行业与直播营销有机结合,通过加入在线弹幕、现场连麦等方式,观众可以实时就产品性能、创新技术等内容和发布会现场进行“双向互动”。同时抖音直播和路虎还为购车用户提供千张超级膨胀礼券,用户可在观看直播的过程中购买9.9元抵2999元的购车抵用券,参与抽奖,更有机会获得超大额49999元抵扣资格。一系列直播特有的优惠礼遇都为品牌提供了销量提升的可能,也让用户在发布会增添了”边看边享优惠“的新体验。

据悉,此次“全新路虎发现运动版云游上市发布会”,抖音直播间观看总人数达600万,最高同时在线观看人数近5万,30小时内共售卖了9.9元抵2999元优惠券2300张,及21笔汽车定金==strong====strong==。这样一场云游上市发布会在充分调动全网用户热情的同时,也有效提升了路虎品牌和新品的影响力。

搭建全方位直播IP矩阵 为各行各业开辟营销新选择

“超级大牌直播日”是抖音发起的直播IP活动,旨在邀请各行各业的顶级品牌入驻抖音直播间,通过定制专属直播形式和内容,为品牌商搭建一个创新且优质的“直播+带货”平台生态,助力线下营销形态直播化。此次抖音直播携手路虎开启30小时不间断发布会直播,既是抖音直播对直播领域新的探索和尝试,也为路虎品牌所属的汽车垂直行业带来了新品上市的新思路和新选择,而“直播+带货”模式的引入,更为品牌在线上搭建了从发布到销售的全链路闭环。

除了汽车领域,抖音直播也成为时尚服装品牌、全国各大商场的营销新阵地。2月28日,株洲王府井百货在抖音开启直播带货并创下破240万的总销售成绩;3月5日,抖音推出“宅家云逛街”计划,通过10亿直播流量扶持计划、小店入驻绿色通道、官方培训等专项政策,帮助线下商家走进直播间,满足用户线上购物诉求。

面对特殊时期的“云生活”浪潮,抖音直播快速反应并打造多样化的直播内容矩阵,为各行各业的品牌提供全面的营销选择。在线下营销暂时冷却之时,抖音直播通过一系列创新的直播内容和形式,打开了线上营销模式的想象空间,品牌借助零距离、全方位的直播形态,提升消费者对产品的理解,进而种草消费。而对于用户来说,通过直播观看和了解品牌产品,并切身参与到现场互动,亦是打开一种新的体验方式。

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