品牌活动提案新模板

India

Launch

Event

Plan

1India

Launch

Event

Plan

1Brand

Event

ProposalChina21th

August

20151EventMessagesFitbit

empowers

you

to

livea

healthier,

more

active

life

with

products

and

experiences

that

fit

seamlessly

into

your

life

soyoucan

achieve

your

health

and

fitness

goals,what

ever

they

may

be.Fitbit

China’s

mission

is

to

promote

healthier

and

more

active

life

among

Chinese

consumers2Proposed

location:

ShanghaiProposeddate:Participants:Mid-end

October,

2015

(Friday,

TBC)15-20

Fitbit

Fans

(consumers

recruited

from

digital

platform)400+

media/journalists/editors

(lifestyle,

digital,

sport,

health,

etc.)Proposed

venue:

Premier

location

with

the

ambience

oftech/lifestyle/healthyProposed

program:Toannounce

the

partnership

with

Suning,

China’s

biggest

retail

store,

to

provideproducts/service

to

more

consumersTo

develop

a

relaxing

but

engaging

environment

and

program

to

welldemonstrate

the

spirit

that

Fitbit

advocatesThe

demonstration

of

the

products

should

not

be

limited

to

their

functions

butmore

on

how

these

features

help

consumers

in

their

exercises

and

trainings

andhelp

them

to

achieve

their

desired

goalsInvite

the

professionals

and

KOLs

to

share

their

experience

leveraging

Fitbit’sproducts.Celebrity

will

be

leveraged

to

maximize

buzz/publicity

and

word-of-mouth.An

interactive

session

will

be

arranged

during

the

event,

where

media

andconsumers

can

try

different

exercises

wearing

Fitbit.EventSummary3EventTheme

&

KeyVisualCreative

concept:Everyone

is

findingways

to

explore

a

healthylifestyle.

One

simple

wayto

do

so

is

following

one’s“step”,

which

is

walking

or

running,

towards

ahealthy

heart

and

continue

the

“steps”

to

“find

your

fit”

withFitbit.The

theme

alsosymbolizes

the

cooperationbetween

Fitbit

andSunningwhereby

“we”

(Fitbit&Sunning)

is“following

consumers’

steps”;

Fitbit&Sunning

hasfound

their

“fit”

(win-win

partnership)

to

provide

products

&

services

support

to

help

consumers

“find

their

fit”.Event

RundownTimeItemsBy

whomOn-stage1430-1500Media

receptionSPRG/PVVideo

loop:

Find

you

fit

+

Charge

HRproduct

video

+

Consumer

street

snapshotvideo

+

KOL

interview

video1500-1505Performance

to

attract

attentionPerformerFlash

Mob/Silhouette

Dance1505-1510e

remarks

by

MC,

and

introduce

VIP

guests(celebrity/kols,

etc.

)MCKey

visualScene

1:

‘Find

your

Fit’1510-1520Fitbit

Introduction

(company,

product,

industryinsights,

etc)FitbitPPT

presentation1520-1530Celebrity

Show

products

and

dialogue

with

Fitbit

tohighlight

the

user

experience

and

how

they

find

theirfitCelebrity

+

FitbitKey

VisualScene

2:

‘Let’s

get

fit’!1530-1550To

let

more

consumer

to

find

their

fit,

then

announcethe

partnership

with

SuningFitbitKey

Visual1550-1600Suning

representative

speechSuningSuning

PPT1600-1610Follow

Your

Steps

to

Find

Your

Fit:

Suning+Fitbitpartnership

ceremonySuning+Fitbit+celebrityGimmick1610-1625Trainers

+

celebrity

to

lead

participant

to

do

exercisetogether:

‘Let’s

get

fit!’

together!Trainers

+CelebrityMusic1625-1630Ending:

Find

your

fit!MCFind

your

fit

video5Proposed

Stage

Design6Proposed

On-site

Decoration7FLASH

MOBSample:Option

1:

FlashMob“Flash

Mob”

performance

among

all participants

to

draw

attention

as

an

opening performance

for

the

event.The

dancers

will

be

wearing

the

fitbit

T-shirt.8Option

2:

Silhouette

DanceLEDshowsSilhouette

figures

doingsports,highlighting

products.Then

the

silhouettes

transitto

havereal

dancersonstage9T-ShirtDesign10Scene

I:Street

Snap

ShotVideo12Consumersshare

their

views

about“What

is

fit?

“

and

“Are

you

fit?”.Celebrity

video

+dialogueCelebrities

talk

about

Fitbit

and

share

their

views

about

‘FIT’…13Scene

II:14Suning

&

FitbitPartnershipAnnouncementVIPs

place

their

hands

on

the

screen

and

then

a

glowing

heart

with

heart

beat

pulse

indicated

on

the

screen.Once

the

heart

rate

reach

135

bpm…lights

go

on

stage

with

music

to

unveil

the

partnership

with

Suning.15Suning

&

FitbitPartnershipAnnouncement步调一致16共赴双赢Interactive

Session17Gym

trainers

to

lead

all

participants

with

interesting,

fun

and

simple

exercise.Trainer：Edison

FanMedia

PlanTarget

to

invite

over

400

editors/journalists

(broadcast,

print

and

online)

from

lifestyle,

fashion,

sports,

health,

general,business,

digital/IT,

travel

mediaTo

generate

live

broadcast

on

the

event

on

their

social

media

platforms

during

the

eventTo

generate

extensive

coverage

with

focus

on

the

event

and

products

after

the

event

with

a

span

of

about

2-3

months18Proposed

media

attendance

list19Prominent

coverage

to

be

achieved…Samplecoverage…1P2P2PEstimated

KPI:-500+

mediacoverage20-Impressions>1,000,000,000-EEAV>USD1,200,000Social

Media

PlanWarm-UpEventPost-EventAmplify

impact

:

Let’sGet

fitPlatform:

HTML5

mini-gameOsfPnsite

interaction:

Let’shake

shake

to

“find

yourit”.latform:

WeChat’s

ShakefunctionOfficial

Weibo:3

tweetsOfficial

WeChat:2

tweets

KOL

endorsement:

10

tweetsOfficial

Weibo:10

tweetsOfficial

WeChat:1

tweetOfficialWeibo:3

tweetsOfficial

WeChat:1

tweetKOL

endorsement:

20

tweets(on

sitKeO)

L

endorsement:

10tweetsCreate

social

buzz“Where

is

your

fit”Platform:

Weibomini-campaignGimmickFrequency21Social

Media

Plan:Warm-upObjectiveCreate

social

buzz

“

Where

is

your

fit?”Recruit

fans

to

offline

eventsPlatformWeibo

mini-campaignMechanismThe

pictures

indicating

where

the

fit

is

are

hidden

in

a

series

of

icons.

Click

the

icons

to

findwhere

the

fit

is,

share

the

post

and

@3

friends

and

win

the

opportunity

to

participate

at

Fitbit’sevent

with

celebrity

and

a

prize.你最Fit是哪里？BodyIcons22Each

icons

indicate

a

fit

typeSocial

Media

Plan:

At

theEventObjectiveBring

offline

event

to

online

social

media

platformMaximize

the

impact

of

the

offline

event

by

generating

optimum

social

buzzPlatformWeChat

"shake

shake”

functionMechanismEncourage

attendance

to

use

“shake

shake”

to

find

the

article

“find

your

fit”

and

share

it

onmomentsand

invite

their

fans

to

“Like”

and

“Share”.

At

the

end

ofthe

event,

fans

whoaccumulated

the

most

number

of

“Like”

will

win

the

grand

prize.Find

your

fit23Social

Media

Plan:

Post-event宁泽涛来电话了宁泽涛Objective:Amplify

the

event

influence

with

post-eventsocial

buzzCall

for

more

interaction

on

social

mediaPlatformWeChat

HTML

5

pageMechanismDevelop

a

mock-up

game

whereby

Ning

Zetaocall

to

invite

one

to

get

fit

together.

At

the

endof

the

mini-game,

there

will

be

a

lucky

drawentitlement

to

participant.嗨宁泽涛好啊我们一起去健身好吗？你喜欢什么样健身？宁泽涛24Fitbit“中国FIT起来”在上海启动Diversified

social

media

coverage

to

beachieved…HOT

IDs

Weibo

&WeChatMedia

WeChat,

Weibo,AppKOLs’

Weibo

&WeChatEstimatedKPI:-Impression>700,000,000-EEVA>USD800,000BBS25Proposed

Social

Media

KOLsNoPublic

AccountCategoryBackgroundFansID（WeChat/Weibo)WeChat1一块去旅行Travel一块去旅行官方账号470,000TravelTV2吃葡萄不吐葡萄皮Creative

&

Lifestyle主打原创猫说段子，粉丝粘性高，阅读打开率业界领先。610,000ds39663万万没想到Creative

&

Lifestyle正版万万没想到！不是没想到，而是万万没想到！300,000wanwan22b4Lily健身Fitness

&

Sport热爱健身，热爱生活，运动后的汗水，是我们最美的妆容230,000lily-fitness5镁女罩我去战斗Fitness

&

Sport女性健康成长专属自媒体150,000keep-fit0016顶尖健身女子Fitness

&

Sport更专业的健身、塑身指导,微博@顶尖健身女子240,000iijjsss7跑步心情Fitness

&

Sport有温度、有态度，分享跑步知识，传播运动精神，运动健康新媒体280,000runfreerunhappyWeibo1伪少年K先生Fashion《VOGUE》,《ELLE》,《费加罗》等时尚杂志撰稿人K先生295,850/u/1488577775?topnav=1&wvr=6&topsug=12反裤衩阵地Lifestyle媒体人，作家。代表作有《在不安的世界安静的活》、《猴样》等483,356/masee3丹崔Fashion《GQ》China时装总监122,342/cuidanyiyi4无时尚中文网Fashion无时尚中文网（

）官方微博39,859/nofashionnolife5薛之谦singer原创歌手2,861,371/xuezhiqian6跑步心情Fitness

&

Sport分享正能量，跑步运动减体重，健康饮食知识。3,432,991/2881033212/profile?topnav=1&wvr=57美女照我去运动Fitness

&

Sport爱生活，爱运动。分享健身和一些美好事物。777,182/u/3034831705?topnav=1&wvr=5&topsug=18fitpicsFitness

&

Sport分享大量无水印健身励志美图。这里只有美好的身体。170,540/fitmotivators?topnav=1&wvr=6&topsug=19lily健身Fitness

&

Sport分享健身视频，无水印健身美图，健身美食。209,123/u/2951836594?topnav=1&wvr=6&topsug=110健康跑步指南Fitness

&

Sport专业跑步网官方微博100,657/paobuzhinan?topnav=1&wvr=6&topsug=111羽毛球指南Fitness

&

Sport精选最专业羽毛球技术、资讯、周边、装备、选手、视频、美图！76,525/yumaoqiuzhinan?topnav=1&wvr=6&topsug=112玩酷单车Fitness

&

Sport激动人心的单车新闻、趣闻、知识、资讯。54,345/bicycool?topnav=1&wvr=6&topsug=113柯凡Fitness

&

Sport柯凡，男，1986年生。新浪NBA解说员，篮球评论员。曾与著名体育解说员张卫平搭档，目前任职于TOM集团。1,159,186/kefan14古德猛安IT吐个槽网络运营兼创始人互联网及游戏行业评论员996,873/20727270115行者橙子IT摄影师、新浪图片名博博主、IT数码撰稿人、策划师行者橙子微博签约自媒体149,789/orangepart16恒洋同学Fashion歌手、时尚旅游博主，代表作《爱的天空》1,921,586/u/180875824417shanghaiWO

W!LifestyleShanghai

WOW!引导上海高端生活方式的终极指南。199,957/u/1883809230?topnav=1&wvr=6&topsug=126Proposed

BloggersNoTypeNameBackgroundFans1News新闻Internet

hot

spotinformation互联网热点资讯Search

for

fashion

IT

technology

,

let

you

enjoy

the

latest

technology

trends搜罗时尚IT数码、科技、带你引领科技的潮流,现代化资讯的海洋2,270,0002News新闻Today's

hot

topic今日热门话题Gathering

hot

issues

to

understand

the

headlines汇聚大家今天最关心的新闻、热门、新鲜事件，关注今日热门话题，了解当日头条新闻2,170,0003Fashion&Lifestyle时尚&生活Fun,

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fashion,

notstupid好玩,流行,时尚,不蠢不文艺~Introduce

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list全球搞笑排行榜Publish

latest,

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everyday每日发布新鲜、时尚、搞笑、有趣信息3,080,0005Travel旅行Travel

and

food旅行美食生活Publish

travel

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basis定期发布旅行美食经历8,960,0006IT电子IT

fashion

informationIT数码前沿资讯To

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information数码IT前沿资讯,与您分享IT数码最新资讯!2,000,0007IT电子Global

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technology全球IT数码科技Share

use

notes

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latest

electronic

products享最新最潮的电子产品心得,手机,电脑,游戏机!1,810,0008Sports运动Sports

life体育运动生活Share

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life体育生活运动那些事儿,知识科普,运动新闻,生活与运动一切相关事物1,960,0009Sports运动Global

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sport全球体育热点Collection

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news,

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commentary全球体育热点全搜罗,精彩赛事预告及解说,各类赛事新闻全播报1,200,00010Shopping购物Beer

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mend手机游戏推荐Show

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information健康养生资讯Love

yourself,

love

beauty,

love

health.

A

collection

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common

sense

and

share

life

information爱自己;爱美丽;爱健康.汇集健康常识;分享生活资讯.1,900,00013Health健康Healthy

beauty

regimen健康丶美容丶养生Compared

with

other

things

health

is

the

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important

thing

in

people’s

life.身患疾病的人相比,健康强壮自然就是幸福;与遭受灾祸的人相比,平安无事自然就是幸福.950,00027KOLs/Celebrity28Ning

Zetao22-year-old

swimming

athlete

in

nationalteam1

million

fans

in

WeiboThe

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award

of

2014CCTVMost

popularsports

celebrityafter

winningthe

2015

Aquatics

World

ChampionshipsinKazanHealthy&

sportystage

imageKOLs/CelebrityMuqi

Miya28-year-old

yoga

guruinChina3million

fans

inWeibo2010,

She

became

thegoodwillambassador

ofChina

and

Africa

YogaSummit2014,

topped

the

list

of“Ten

women

of

the

year”by

“Self

"magazine2014,

win

“the

most29fashionableself-KOLs/CelebrityJinDachuan22-year-old

singer-turned-director1million

fans

in

Weibo2010

win

the

third

place

of

Chinese

modelcontest2012

named

of

the

top

20

models

of

the

year2013

participate

of

the

Milan

&

New

Yorkrunway

fashion

show2014

participate

of

the

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runway

show

inMilanHealthy

&

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&

lifestyle

&

fit30TianYuan30-year-old

singer-turned-director680,000

fans

inWeibo2001,

she

became

the

lead

singer

of

the

famous

bandcalled“Hopscotch”

when

shewas16year-old2002,

published

the

first

English

Album

”Awishfulway

"and

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novel

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zebraforest”

atthemeantime2004,

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first

movie

"butterfly”

in

HK2005,owned

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best

actressof

HK

Gold

statusawardsHealthy

&

fashion

&

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&

fitKOLs/Celebrity31Edison

Fan32A

rising

star

in

TVshows0.6

million

fans

in

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in

Travel

TV’s

modalprogramGuest

in

several

TVprogramsrelatingtofashion,

lifestyle,sports,

etcActor

for

TVC

of

New

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BoardHealthy

&fitMC/TrainerNote:The

budget

is

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finalrequirement.33Estimated

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costUSD3rd

party

cost80,00020,0001,50010,000TBC2,5002,5005,0005,0008,0001,00020,0002,5008,00024,0004,0002,880196,88030,960165,920Onsite

decorationVenue

&

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(TBC)ManpowerPhoto/videogrphaersMCMiya

or

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Jin

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onFitBloggers/KOLs

(offsite)