东风雪铁龙C4L开讲啦整合内容传播项目进度汇报.pptx

向前的力量东风雪铁龙C4L 东风雪铁龙C4L 开讲啦整合内容传播项目进度汇报启动启动启动启动启动启动THE POWER OF MOVING FORWARDDONFENG CITROEN C4L REPORT ON THE INTEGRATED CONTENT PORJECT 启动启动启动启动启动启动目前项目执行进度已开讲嘉宾2014-04-26 李栓科（中国国家地理杂志社社长）“准备好了就出发”,0.212014-05-10 陈晓卿 （舌尖上的中国 导演）“舌尖上的好奇心”,0.222014-05-17 宋世雄（央视著名播音员，体育解说员）“我用声音做名片”,0.222014-05-24 易中天 (著名学者,百家讲坛名师)“这是我的选择”,0.232014-05-31 邓超(著名演员)“给生活找点快乐”,0.292014-06-07 贝克汉姆(英国球星,名人)“离场,不散场”,0.242014-06-14 姚明(著名篮球运动员)“体育可以改变世界”0.32014-06-21 郑智(著名足球运动员)“我有一个未完成的梦想”0.232014-06-28 马岩松(演员)“我们为什么要谈未来”0.252014-07-05 张凯丽(演员)“20年后我还敢回看自己”0.252014-07-12 魏世杰（核武老人）“苦，才是人生”0.242014-07-19 Selina(歌手，台湾S.H.E.成员）上 0.232014-07-26 Selina(歌手，台湾S.H.E.成员）下 0.32014-08-02 陈士渠（国家打拐办主任）“唯愿天下无拐”0.262014-08-09 邹市明（奥运拳击冠军）“没有人永远会赢”0.272014-08-16 吴京（演员）“一切不怕从零开始”0.31 2014-08-23 蒋昌建（学者，主持人）“在悲情中认识自己”0.322014-08-30 宁浩（导演）“我不愿停在这里”0.26嘉宾嘉宾即将开讲嘉宾2014-09-06 王中军2014-09-13 邓紫棋2014-09-20 崔新琴(金世杰）2014-09-27 濮存昕2014-10-04 刘国梁2014-10-11 陈奕迅WHAT C4L DID WITH PROGRAM VOICE2014-04-26 Li Shuan Ke （Chief）“Ready!Start”,Rating 0.212014-05-10 Chen Xiao Qing （A Bite of China Director）“Keep your curiosity”,0.222014-05-17 Song Shi Xiong （CCTV famous commentator）“My Voice is my name-card”,0.222014-05-24 YiZhongTian(Famous scholar)“This is my choice.”,0.232014-05-31 Deng Chao(Famous Actress)“Find life happiness”.0.292014-06-07 David Beckham(British soccer player)“Go off stage doesnt mean leave.”,0.242014-06-14 Yao Ming(Famous football player)“Sports can change the world.”0.32014-06-21 Zheng Zhi(Famous soccer player)“I Have A dream to be achieved.”0.232014-06-28 Ma Yan Song(architect)“Why we talk about the future?”0.252014-07-05 Zhang Kai Li(Actress)“I still can review myself twenty years later”0.252014-07-12 Wei ShiJie(Nuclear Master)“The trials of life”2014-07-19 Selina(Singer,member of S.H.E)Part One2014-07-26 Selina(Singer,member of S.H.E)Part Two2014-08-02 Shi Qu Chen(Chief of Anti-Trafficking Office)“Hope theres no abduction in this world.”2014-08-09 Shi Ming Zou（Olympic boxing champaign）“No one can always win.”2014-08-16 Jing Wu(Actor)“Nothing to be afraid,we can always start over”0.312014-08-23 Chang Jian Jiang(Famous Scholar,Host)“Know yourself via sorrow”0.322014-08-30 Hao Ning(Actor)“Im not willing to stop here”0.26CELEBRITIESALREADY BROADCAST CELEBRITIESCOMINGSOON2014-09-06 Zhong Jun Wang 2014-09-13 Zi Qi Deng2014-09-20 Xin Qin Cui 2014-09-27 Cun Xin Pu2014-10-04 Guo Liang Liu2014-10-11 Yi Xun Chen v央视执行部分A.小车推出字幕，2次/期B.5秒标板+15秒TVC，1次/期C.片尾鸣谢，1次/期 目前项目执行进度衍生权益A.4S店海报B.节目官方微信末尾出现C4L赞助商信息C.微博头图外景露出20140707周国平C4L实车露出20140712魏世杰C4L车内景露出20140802陈士渠C4L车内景露出20140809邹市明C4L实车露出D.节目官方微博发布“向前的力量”相关主题微博D.节目官方微信推送明星证言视频20140707Zhou Guo PingC4L real car exposure20140712Wei Shi JieC4L real car exposureWHAT C4L DID WITH PROGRAM VOICEA.In-program tag-on,Two/episodeB.Billboard(5S)+TVC(15S)，One/episodeC.Ending credit,one/episodeCCTV SCREEN EXPOSUREA.Authorized joint posts inside 4S B.C4L sponsorship information shows in official postings.C.C4L sponsorship information shows on micro-blog title pic.OFFSITE EXPOSURE20140802Cjen Shi QuC4L real car exposure2014089Zou Shi MingC4L real car exposureOTHERSD.official weibo social co op.E.Celebrity endorsement video on official wechat 现场权益C4L车模10个/场，用于做现场物料展示及互动奖品；雪铁龙标示腕带，350个/场，用于分发给现场观众及工作人员。目前项目执行进度墙贴易拉宝腕带车模POSTERROLL SCREENWRISTBANDSCARMODELWHAT C4L DID WITH PROGRAM VOICEONSITE EXPOSUREC4L Vehicle Model，10/episode,for onsite display and interaction with audience;Wrist with Citroen logo,350/episode,for onsite audience and producing staff.结构第一支明星证言视频已确认，第二支名单选择中45”（开讲啦“向前的力量”主题宣传片）+15“（“向前的力量”证言ID）+5”（客户落版）每条视频中，开讲啦“向前的力量”主题宣传片，用到5个嘉宾在节目中的精彩语录或画面，与“向前的力量”证言ID的嘉宾重复3-4个。第二支明星证言视频备选名单陈世渠公安部打拐办主任李明启演员（老版还珠格格容嬷嬷）张凯丽演员（渴望）林书豪篮球运动员Selina歌手（SHE组合成员）邹市明拳击运动员刘国梁国家乒乓球主教练（节目还未播出）STRUCTURE45”Clips from program speaking for THE POWER of MOVING FORWARD+15“Celebrity ID+5”DongFeng Citroen LogoVehicle Scene may be naturally cutted into the video.There will be around five celebrities showed in the beginning 45”,who may be overlapped with celebrities in the ID part.CELEBRITY ENDORSEMENT VIDEO CONFIRMED CELEBRTIY LIST FOR SECOND ENDORSEMNT VIDEOShiQuChen,Male,(ChiefofAnti-TraffickingOffice)MingQiLi,Female(Actress)KaiLiZhang,Female(Actress)JeremyLin,Male(NBABasketballplayer)Selina,Female(Singer)ShiMingZou,Male,OlympicBoxingchampaignGuoLiangLiu,Male,CoachofNationaltabletennis视频专区-爱奇艺双终端冠名推广已上线开讲啦专题页http:/ 爱奇艺首页定制剧场展示区 5秒冠名标版 15秒贴片 播放页底纹 触发式角标 暂停下一步考虑将视频专区与节目组官方微博进行打通。名称数量视频专区PV 41,936 视频专区UV 33,194 开讲啦东风雪铁龙明星证言 24,720 开讲啦专辑页通栏广告+客户专区 2,562 2014/8/142014/8/172014/8/212014/8/25截止至2014/8/31-5,00010,00015,00020,00025,00030,00035,00040,00045,000视频专区PV视频专区UV执行效果Video Zone iQIYI Double Terminal Title Sponsor PromotionLaunched Already iQIYI Video Zonehttp:/ iQIYI Homepage General Entrance 5s Broadcast 15s TVC Background Subscript PauseNext StepConsider combining official Sina weibo with iQIYI video zone.ItemAccountPV 41,936 UV 33,194 Celebrity Endorsement Video Views 24,720 Banner 2,562 2014/8/142014/8/172014/8/212014/8/25截止至2014/8/31-5,00010,00015,00020,00025,00030,00035,00040,00045,000视频专区PV视频专区UVResultsSocial推广小纸条小纸条（共22期）已执行嘉宾：王中军 刘国梁 濮存昕 陈奕迅蔡澜执行效果*以上数据截止日期 2014/8/26 12:00执行效果来源参与次数 微博总参与 4,724 微信总参与 122 总参与次数 4,846 话题声量q#向前的力量#话题阅读数：931.5万q#向前的力量#话题讨论：5,763q官方微信推送数：479,263Social PromoNoteNote(Totally 22）Celebrities：(executed)Wang Zhongjun Liu Guoliang Pu Cunxin Chen Yi Xun Cai LanResults*Data by 2014/8/26 12:00ResultsPlatformEngagements Weibo 4,724 Wechat 122 Total 4,846 Topic Volumeq#Forward Power inpression：931.5万q#Forward Power topic discussion：5,763qOfficial Wechat Retweet：479,263Social推广当期图文/课前课后当期图文/课前课后（共22期）已执行嘉宾：邹市明 蒋昌建吴京 宁浩执行效果执行效果（邹市明吴京）来源转发次数 微博总转发 6,094 微信总转发 11,642 总转发次数 17,736*以上数据截止日期 2014/8/26 12:00其中，课前预习活动：q总转发人数（微博微信）：2,564当期图文：q总转发人数（微博微信）：12,280课后作业活动：q总转发人数（微博微信）：2,912Social PromoKai Jiang TiKai Jing Ti/Before Class After Class(Totally 22）Celebrities：(executed)Zou Shi Ming(Olympic Champion)Jiang Chang Jian(Professor)Wu Jing(Actor)Nin Hao(Film Director)ResultsResults（two celebrities）PlatformRetweet Weibo 6,094 Wechat 11,642 Total 17,736*Data by 2014/8/26 12:00Before Class：qTotal retweet：2,564Kai Jiang Ti：qTotal retweet：12,280After Class：qTotal retweet：2,912Social推广轻APP轻APP（共5期）8月刊：（8月22日上线）本次推广转发成本目前核算为￥2.73，大大优于行业平均水平￥10-￥15。*以上数据截止日期 2014/9/1 12:00执行效果执行效果来源转发次数 微博总转发 2,214 微信总转发 10,240 总转发次数 12,454 轻APP浏览次数浏览量PV访客数(UV)21,939 12,496 Social PromoLight APPLight APP(Totally 5)August：（8/22 launch）This promotion costs currently accounting for 2.73,significantly better than the industry average 10-15.*Data by 2014/9/1 12:00ResultsResultsPlatformRetweet Weibo 2,214 Wechat 10,240 Total 12,454 Light APP DataPVUV 21,939 12,496 后续传播准备情况及下一步工作TV 专场青年代表孵化计划 9/20 在武汉大学启动第一站以邀请勒布及马青骅作为主要嘉宾考虑人选，李永波及羽毛球队作为备选嘉宾人选。搭建线上MINISITE，多渠道整合报名通道；线下由节目组带头深入六大城市，进行落地海选，并在武汉启动青年代表孵化计划的启动仪式。WHATS NEXTTV TAILOR-MADE EPISODEYOUNG GNERATION CULTIVATION PROGRAMMELaunch in WuHan University on Sep.20thSebastien Loeb&Qing Hua Ma will be considered as first priority to invite,and Yong Bo Li&Chinese Badminton Team will be considered as second priority.To build up online ministie and integrate multiple media to one certain sign-up channel;BTL part,producing team will lead to universities in six cities and set up the beginning ceremony in Wuhan