海尔家电全球行代言人征集引爆朋友圈
在2015年最美辞职信的家电情怀推动下,“世界那么大,全球圈我想去看看”受到越来越多人的行代追捧;随着天气转暖,各种小长假到来,言人引爆在微信朋友圈等社交媒体上,征集也有越来越多人晒旅游照。朋友2016年4月1日——4月10日,家电海尔家电联手粉丝用户,全球圈在社交平台上征集海尔家电全球行代言人,行代共同开启一场别开生面的言人引爆全球行。
与传统征集代言人不同的征集是,此次征集抛除了繁琐的朋友征集流程,用户仅需通过社交平台分享、家电号召好友助力即可参与。全球圈根据人气最旺的行代四款海尔家电产品,活动设置星厨卡、金厨卡、天樽卡、自清洁卡四张活动卡片。用户通过关注@海尔冰箱微信公众号进入活动页,成为代言人后,通过“号召好友助力”邀请好友点亮卡片,每10次好友助力后均可随机点亮一张卡片,点亮四张卡片之后即可获得一次抽奖机会。而让用户惊喜的是,用户点亮4张卡片完成抽奖之后,还可通过“继续代言”,继续参与活动,享受更多的惊喜好礼!
活动上线以来,便刷爆了各大朋友圈、微信群,火爆程度堪比支付宝春晚五福卡。
“快来为我助力一下,我还差一张金厨卡!”
“感情深不深,就看助力勤不勤!还差一张自清洁卡,谢谢!”
“各位叔叔阿姨兄弟姐妹,奉上红包,帮我助力一下,赐我一张天樽卡吧!”
“姐妹们,每天都来帮我助力一下呗,领了大奖大家分啊!”
自从参加海尔家电全球行代言人征集活动以来,小张(音)每天都会在朋友圈、微信群看到这样的话,而他自己也会发出这样的“求助”信息,“感觉这个活动比年初敬业福更轻松好玩,这不会是敬业福优化版吧?!”
移动互联网的崛起和消费主体的年轻化趋势更为明朗,社交媒体上的玩法也更多样化, 海尔家电此次全球行代言人征集引爆社交媒体的根本原因,不仅在于海尔家电自身的品牌号召力,更是其年轻化战略指导下,对粉丝需求的精准把握和对全新互动营销方式的积极探索和尝试。
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