资料参考分析2013tuborg digital solution by agenda

1、2013TUBORG Digital SolutionPrepared by AGENDA Guangzhou | Feb. 2013Table of Contents1. Overview of Tuborg 2013 Digital plan2. Status review & Learning3. Recommendation for featureDIGITAL SOLUTIONDigital ObjectiveBuild up “Fun and Music” brand imagethrough activating Tuborgs 3 key music initiativ

2、es digitallyMUSICCONTENT ACTIVITIESTRUCKTOURMUSICFESTIVALLeverage with the establishedactivities/platform to build fun and music brand image Collaborate with right channel to establish the “Fun and music” brand image in longer run.2013 Tuborg campaign!MUSICCONTENT ACTIVITIES找乐吧Get some music/funMUSI

3、CFESTIVALTRUCKTOURØ 草莓绿了Strawberry turns green乐在路上Music (Fun) on the GO乐堡与你一起参与草莓音乐节Strawberry Fest. sponsorship (BJ , XA)Ø 去你的主旋”绿”Go for your green melody乐堡音乐大蓬车长达4的巡演47个城市, 159场音乐派对Tuborg truck tour go through 47 cities, 159 parties in up to 4 months乐堡音乐节Tuborg owned Green festival (NX,

4、 KM)Co-op with Interests SNS (Douban) More music commuFor example:(Details TBC)Ø Music knowledge collegeØ Rock music rankingØ Rock music radio stationTuborg Digital Eco-systemOWN MEDIA Hubs of fun and musicProvide a better brand experienceLearn about our consumers passion and behavior

5、FOREVERSHORT TERM TUBORG CHINA-拉开CORETUBOGTRUCK TOURTUBORGMUSIC FESTinterconnectedrgSet up China official domain name/wge as the core of digital eco-Media tool for communicating with TA,instead of brand site forever. Information updatesystem with the entrances to each own mediaThe stronghold of Tubo

6、rg brand image foreverThe two secondary sites will be interconnectedbannerwith entrance orMusic and fun content hubContinually track consumers behavior and collect information .WEIBO TUBORGDOUBAN TUBORGBOUGHT MEDIA Broad reach Build brand awareness Drive attention and engagement Communicate music cr

7、edibilityGateway to fundeep connection to musicand image Earn mediaOTHER MEDIAMUSIC MEDIASOCILA MEDIAMedia Strategy ExampleObjectiveMedia SuggestionMedia ExecutionSocial Media Broad reach Engagement Earned media Tudou Renren -IM Douban AGENDA social media team Virals recommendation Media banners Tar

8、geting placement iWOM (BBS, Weibo KOL ,local info)Music Media Reach true music fans Communicate music credibility and image Douban -music Caoker Douban Music KOL Caoker editorial Media bannersOwn Media Provide a better brand experience Learn about our consumers passion and behavior Campaign Website-

9、Tuborg Truck Tour/Strawberry Sina-Tuborg Weibo Douban-Tuborg commu Campaign site content update Reporting and documentary Douban commucontent update Weibo: Photo/posting and buzzMedia SelectionData source: IResearch 2013.02SNSMusicSNS19-24岁19-24岁音乐19-24岁日均覆盖人数日均覆盖人数日均覆盖人数(万人)序号服务序号服务序号（）（）1腾讯984.242

10、1优酷358.8201酷狗网43.8692新浪409.8902土豆网246.1612腾讯43.3463人人网296.7123搜狐178.8263台23.6334224.2154爱奇艺169.267417.540虾米5朋友网208.3165腾讯167.6455酷我10.8406豆瓣90.2876PPTV电视146.3746豆瓣FM9.6637新浪89.4147迅雷看看146.1327SongTaste6.6968淘宝网64.8808乐视网139.1408一听音乐网5.254940.5909103.745天涯虚拟社区56网9365音乐网2.50310网易16333.63810新浪88.572105

11、6流星音乐1.708音乐是中国最大的平台。走在音乐潮流最前沿。音乐中国用户最多的社交用户超过12亿，人群覆盖面广中国最大的近年轻人。，更文艺、贴土豆月度用户2.4亿，80、90后年轻用户占87%。中国最大实名制SNS社交用户绝大多数都是在校大学生，用户年轻化。土豆音乐频道、内容植入及编辑合作、推荐。社交，中国最大的音乐、评论、与音乐人推广社区。豆瓣电台是一款个性化的音乐收听工具。软件简单方便，打开就能收听。草壳网是诠释年轻人生活方式的。一个全球艺术家在中国他们的创。2013 Digital Calendar2013 FYAprMayJunJulAugSepOctNovDecTRUCK TOUR

12、4/20-21 TruckThree routes with 160 cities tour set out(mainly in May to Aug)MUSIC FESTTuborg GreenTuborg Green FestFest(Jul-Aug, NX)(Sept-Oct, KM)MUSIC CONTENT ACTIVITIESMUSIC CONTENT ACTIVITIES(Sept- Oct)BJ Strawberry/ XA Strawberry (May, June)DIGITAL CampaignTruck tourMUSICCONTENT ACTIVITIESTRUCKT

13、OURMUSICFESTIVALTime: Apr-SepDigital Objective:Build fun and music brand image of Tuborg.Attract young TAs attention to offline events.Drive to engage and share through a series of fun music contents.Consumer insight & Strategic thinkingYoung people are eager to make their dreams come true and g

14、ainacceptance from others through their own efforts.Music are the common language to express themselves,435M (77.3%) netizens use online music, ranked No. 3Youth are active creators and spreaders of media. They not only listen tomusic, but also like to involve in, looking for new bands, comment, and

15、 even re-edit/ mix music.CO-CREATION CONTENTMUSICBAND/KOLMUSICINSIGHTTruck tour campaign3条路线, 47个城市, 159场high翻天的派对吼出你想说的话，乐堡音乐大蓬车用音乐帮你表达心声！Tuborg truck tour go through 47 cities, 159 parties in up to 4 months.Its not only the trip full of passion, also the carnival to make your happy voice come true

16、 with music.Just speak out what you want to say , we will pass your voice through musicConsumer JourneyTuborg music truck tour Music (Fun) on the GO巡演乐在路上 ！乐堡大蓬车PREDURINGAFTEROngoing tour story update/ sharingWebsite interaction- Submit music wishShout out own musicApe Viralas hookwishwatching/to ge

17、nerate buzz andawarenessTour party noticesharingCo-create original music吼出心声共创音乐“摇滚大碟”提交音乐心声活动内容看巡演参与线下派对“摇滚来了”了解大篷车巡演时间地点/Pre- Awareness ( Viral)“Tuborg music tour is coming”乐堡大蓬车乐在路上！Everyone has fun and music gene, rock music can energize everyone.A funny and humorous viralwill be spread outto en

18、ergize everyones FUN in heart.PRE Engagementand learn more about truck tour 玩乐路线ShareConsumer can sharewith friends onsiteLogin truck tour website to find the truck tour at your side, learn about the tripschedule and locationDURING - AwarenessMusic Fun On the Go 路上乐闻Record the engaging and funny tou

19、r with formats of, photo, words, sound,MV to attract consumers attention and drive them go to offline event.Bands will share their original rock music on the trip, which will be re-used in other music media and content.Waterfall and timeline page format.DURING - EngagementShout out own music wish 吼出

20、心声Give consumers a chance to shout their own wish/ what they want to say through MUSIIC, and connect online & offline.lucky ones will be invited to go truck tour party at local, and bands will accomplish the wish with music & fun party.DURING - EngagementShout out own music wish/ what want t

21、o said through music, and shareto own SNS platform.吼出的音乐心声，让乐团来帮你实现！心声Share SNS platformShout out own music wish/ what want to say through music, and share to own SNSplatform. Let more friends join to our campaign!AFTER Awareness (documentary)Rock your Wish 心声3 rock wish stories will be produced to

22、documentaryto spread for amplifyingthe impact and buzz.Focus on 东莞/银川 cities which with high population and are targetmarket.After Awareness/Engagement心声摇滚大碟Tuborg Rocking AlbumThe rock wish stories will be used for original music creation for all bands of thetour.All wish submitter will receive the

23、 original music creation through weibo as a surprise giftTRUCK TOUR-Media Strategy SummaryTRUCK TOURObjectiveStrategyMedia Selection Build brand and campaignrecommendationPREawareness through viral IWOM SEM Broad reach and drive Media banner in SNS andDURINGconsumers to engageportal site to reach yo

24、ung TA Spread outs to recommendationAFTERmagnify the influence,encourage sharing. IWOMTudou,Douban, renren,Build branding reach and campaign awareness.Geo-targeting for offline event.Geo-targetingADSocial ADSocial Media Summary4.豆瓣（同城）1.Official Weibo2.Weibo KOL3.Local BBSPost message.Use Music, Par

25、ty, etc,Use KOL postmessage, attract more users.Post message.Use Music, Party, etc,Summary of all the activities information, vi deos, pictures ，etc.Objectivedifferent kindto attract target users.Spread outsdifferent kindto attract target users.Spread outmagnify thes toand call-for-action.influence,

26、 encouragesharing.Engage with users.Attract users toUse interestingcontent attract more users.Local targetingreach.Attract local users participate in the events.Inform the activities ofthe time, place, calling for local users to participate in activities.watch, warm-Strategyup for the TruckTour acti

27、vities. Inform the activities.Social mediaTuborg weiboSocial mediaBBS/ douban city (同城)DIGITAL CampaignTruck tour status reportWhat we have done now?From 4/18-4/214/18 Warm up for truck tour (esp. Dong Guan) Campaign promotion on official weibo Posting on-ground party notice on Douban4/204/204/20web

28、site launchTruck tour first station-Dong Guan Media promotion launch For viral(-seeding) in Tudou site For overall campaign (banner) in, Douban, Renren4/21 Put off part of media spot due to earthquakeWarm up for truck tour-social mediaWeibo interaction rate aresignificantly increased by doing:Viralp

29、romotionTruck tour party noticeStrawberry fest noticeIn three day, we received over120 forwarding and comments.(Avg 3-5 interaction per old regular posting)PRE- Tudou（Viral ）Seeding for 2days, gained100,000 play, 5% beyond set KPI.Viralis welcomed byuserslearn from commentsCommunication on interneth

30、as been changed to focus on earthquake, then we have to postpone the viral promotion.PRE- Sina weiboSocial current will be shown on sns platformOn the truck tour launch day, earthquake happened in SC. All topics on SNS focused on news, and become very sensitive.Campaign notice posted on official wei

31、bo received few negative reviews, accusing entertainment during now time.Fans comments:Please show social responsibility, and pay more attention on the disaster.Adjust weibo content according to social topicsShow concerns of earthquake newsReduced/ Puff off too entertaining content of truck tour imm

32、ediately.Postpone some media promotion (ViralTudou and SNS KOL).promotion onLearningViral/ weibo performance show good direction asplanned. Will keep close check with that, once we resumenormal media promotion.Quick and right Reaction on digital platform could help brandimage/ campaign. Ride on soci

33、al topics, and news is a must during social media.DIGITAL CampaignBJ Strawberry FestivalMUSICCONTENT ACTIVITIESTRUCKTOURMUSICFESTIVALTime:BJ Strawberry Festival (Apr 29th-May 1st )XA Strawberry Festival (June 1st-2nd)Ning Xia Tuborg Green Fest (Jul-Aug)Kun Ming Tuborg Green Fest (Sep-Oct)Digital Obj

34、ective:Build Tuborgs brand awareness and image of fun and musicAttract young TA to join Tuborg owned festival.Consumer Insight & Strategic thinkingYoung people like to break tradition and rules, always follow fashion,seek everything new and funny.Music festis a sign of trendy, unique, fun experi

35、ence, much morethan just music. Wardrobe, beer, and social opportunities also veryimportant.They like to record the moments, express their thoughts by words, photoand even.USERGENERATE CONTENTFUNSPIRITMUSICKNOWLEDGEFestivals Role and FocusOwnedFestKM/NXJul-OctBrandedFestStrawberry BJ 4.29-5.1TuborgI

36、nternational FestivalUse it to warm up Tuborgmusic festival digital campaignCollect TA consumer insights and build connection with them Provide fun music contents for pre phase of owned fest campaignCommunicate brandimage and provide better brand experience through integrated digital campaignShould

37、be paid more effort to generate music and fun contents.Encourage music fans to join and share the contents with friendsLet consumer know thehistory, development and features through fun contents and documents. As the dreaming prize to attract consumer to engage online campaign of owned fest.OwnedFes

38、tKM/NXJul-OctBrandedFestStrawberry BJ 4.29-5.1TuborgInternational FestivalUse it to warm up Tuborgmusic festival digital campaignCollect TA consumer insights and build connection with them Provide fun music contents for pre phase of owned fest campaignDigital Creative Idea“Strawberry turns green”草莓绿

39、了！乐堡音乐大篷车一路去草莓音乐节，扮出你的绿色摇滚，和喜欢的乐团狂欢，乐堡请你喝酒！Tuborg truck tour rocks you to Strawberry Fest.Dress up and join us to enjoy the Tuborg rock party Strawberry Tuborg and rock bands buy you drink!Consumer Journey“Strawberry turns green”草莓绿了！PREDURINGAFTERPrepare dressing in green toStrawberry Fest to win T

40、uborg BeerPreview: Tuborg Bands recommend you the dressFestival live reportingPromotion at the scene dress in green win Tuborg BeerTake photos and uploadWatch Fest selected editionShare interesting pictures towin next Fest tickets转发草莓印迹有趣,赢乐堡音乐节门票拍照 上传获得乐堡啤酒扮绿色摇滚范去草莓音乐节参加乐堡派对准备绿色服装，看乐团推介给朋友转发PRE-Awa

41、reness草莓绿了，秀出你的绿色摇滚4.29-5.1来草莓和我们音乐狂欢, 我们请你喝乐堡！Dress up and join us to enjoy the Tuborg rock party StrawberryTuborg and rock bands buy you drink!PRE-Engagement转发绿色摇滚，一起”扮”绿去草莓Forward Green Dress code,and invite friends to Strawberry Fest.Tuborg and rock bands buy you drink!PRE-EngagementOn our speci

42、al pages, Encourage consumers to comment and share, invite friends to join together for their loved bands and Tuborgs partyDURING-AwarenessUnique and hot festival live show content will spread on internetWebsite updates the fest. news, live-reporting on weiboMore user generated contents will spread

43、out on weibo and other social media.DURING-Engagement草莓音乐节现场，扮出绿色摇滚，乐堡啤酒让你尽享与摇滚乐队的音乐狂欢，Dress up in green to join Tuborg rock party at Strawberry Fest Share your green rock style with friends through weiboto win free Tuborg beer!Take a photo with Tuborg prop,upload to Sina weibo, 乐堡啤酒 and followDress in green,check in at Tuborg zoneFree Tuborg BeerAFTER-awarenessFurther amplify the impact and buzz on internetFest. Content:/Documentary/PhotosFest. WebsiteOther MediaSet up special page for collection“Tuborg gives me modern live music experiences”Continuo