腾势400冰雪试驾传播方案 DENZA 400 Winter Test Drive Communication ProposalDecember 2016, Weber ShandwickQ4 Ice and Snow Drive2Q4 Ice and Snow Drive3Q4 Ice and Snow Drive4Q4 Ice and Snow Drive5任何情况下，腾势让您心安从容6Q4 Ice and Snow Drive腾势纯电动汽车
拥有卓越品质低温严寒电池性能
（及充电）冰雪路面三电系统/ESP首次中国电动汽车
公开冰雪测试
及试驾腾势纯电动汽车即使在极寒条件下
依然从容可靠产品关键信息任何情况下
腾势让您
心安从容传播关键信息
（品牌）活动
运营环境因素车辆USP7Q4 Ice and Snow DriveDENZE EV possess outstanding qualitySevere ColdBattery capabilityIced RoadBattery, Motor and Control/ESPFirst public winter test drive of Chinese EVDENZA EV is always reliable even under severe coldProduct Key MessageDENZA provides you EASE under all situationsCommunication Key MessageCircumstanceDENZA USPEvent
OperationKey Message8Q4 Ice and Snow Drive10Q4 Ice and Snow Drive
针对受邀群体特点执行不同传播策略，多角度、多形式占领媒体平台
在公共媒体平台外，充分利用受邀群体的个人平台，达到口碑传播效果
整合B2B、B2C渠道，多平台联动提高试驾提交率进而推动销售11Q4 Ice and Snow Drive
Leveraging characteristic of different invitees to execute different communication strategies, producing multi-angle contents to matchup multi-media platforms
Take advantage of the We media platforms of the invitees, to maximize word-of-mouth aside from public media
Integrate B2B and B2C channel, synchronized promotions to increase test drive and sales15韩路韩路：冰雪极限挑战腾势400韩路冰雪直播腾势400等你来瞧角度：纯正德式基因，全5座舒适空间，卓越性能护航，打造五星安全，开始腾势400的终极测试，在冰天雪地的自然条件，冰雪覆盖的路面的环境下驾驶一辆纯电动车定能挑战您的每一根神经。
形式：韩路冰雪试驾体验（视频）
平台：微博、5X兴趣社区、优创+、优酷、腾讯视频、爱奇艺视频，信息传递直接明了，有着强大的粉丝群体角度：爆料在试驾过程中遇到的天气、环境下所带来的种种困难，在体验腾势400的严寒环境下的驾驶表现，将是对消费者关于电动汽车产品续航里程和耐低温性的疑虑的最佳解答方式。
形式：韩路直播
平台：一直播、微博与现场情景同步，时效性、互动性强，超过几百万人次观看16Angle: The exposure of the performance of DENZA 400 in frozen weather and tough environment will be the best answer to the concerns over driving range and performance of standing low temperature of DENZA EV.
Format: Han Lu’s live show
Platform: Yizhibo and Weibo keep in sync with the actual event, interacting with millions of audience timeliness. Angle: True German gene, comfortable 5-seat space, superior performance and 5-star safety make the final test-driving of DENZA 400 exciting. Driving an EV on the ice-covered road in the frozen weather is enough to intensify your experience.
Format: Ice test-driving try of Han Lu (Video)
Platform: Weibo, 5X interest community, Youchuang+, Youku, Tencent Video and Iqiyi have direct ways of spreading and large amount of fans. Ultimate challenge of DENZA400Live show of DENZA 400 awaits you!Han Lu: Ultimate Challenge of DENZA 400Han Lu17宋楠深度测评
通过腾势400安全、可靠、高品质的产品实力，驾驭腾势400展现在冰雪天气下稳定性和极致驾驶体验
400配备多项安全配置，保证行车安全，让驾驶者感受冰雪试驾带来的完美操控，为冰雪体验增添别样乐趣
宋楠：多角度占据多媒体平台汽车之家说客、微博、电动汽车时代、搜狐自媒体产品、导购、技术
它将带领您征战更刺激的全冰面赛道，驾驶腾势400防滑钉胎，感受来自纵向和横向强烈的加速度，体验400超凡性能品质和超长的续航里程，体验者在试驾场地内漂移等动作完全无压力，座椅加热给体验者带来了一份温暖
平台18Song NanDeep Test and Evaluation
DENZA 400's safety, reliability and high quality provide stability in severe cold and excellent driving experience.
The group of safety configurations carried by DENZA 400 assure the safety, and bring ease of driving.
Song Nan: Multi-angle Contents in Multi-media Platforms Shuoke、Autohome、weibo、 Evdays、SohuProduct, Purchasing Guidance and Technology
Elaborate on detailed product features leveraging the winter test drive experience story. platform第一阶段
GIF科普文章第二阶段
微博微信推广活动以腾势极限测试为背景，由GIF科普文章及果壳全平台微博&微信推广资源相配合的方式证实腾势的冬季表现实力，同时将腾势品牌软性植入到相关文章中。Phase 1
GIF Scientific ArticlePhase 2
Weibo & WeChat PromotionGuokr to release the GIF scientific article after experience the DENZA EV, focusing on battery performance of electric vehicle.
Media exposure in Guokr’s official Weibo & WeChat platforms第一阶段
发布Gif科普文章
Inviting Guokr’s editor to the winter test drive event and record GIFs of DENZA to providing direct stroke to its fans/audience
Simulate the scientific article “Does the EV can still work under -30°C temperature? ”in Guokr’s website.果壳网汽车活动贴
想知道如何冰上漂移吗？享受2015 BMW 3系冰雪驾驶的乐趣Guokr’s auto event post：
想知道如何冰上漂移吗？享受2015 BMW 3系冰雪驾驶的乐趣Phase 1:
Gif scientific article
邀请编辑亲临活动现场并拍摄活动动图，为壳粉提供更为直击的冰雪画面感。
模拟话题“零下30°C的电池活性及电动汽车真的抗冻么”动图及科普文章并茂的形式发布活动帖，证实腾势电池的冬季测试能力。合作形式：冰雪试驾原创GIF动图科普小组帖极限挑战： -30℃低温，如何拯救天一冷就傲娇罢工的电池？GIF动图实拍配图仅供示意参考X-Challenge： Does the EV can still work under -30°C temperature?GIF Picture shooting：Phase 1: Gif scientific articlePicture as reference果壳网微信
200万订阅果壳网微博
640万粉丝量果壳精选APP
400万下载果壳网站内
优质资源Guokr’s WeChat
2 million followersGuokr’s Weibo
6 million followersGuokr’s APP
4 million downloadsWeb bannerQ4 Communication28ZEALER并非车媒，而是专注于未来发展的科技媒体，在传播上会从整车科技感/驾驶系统/新能源技术应用出发，进行全平台的推广 Zealer出行特别企划Q4 Communication29ZEALER emobility specialZEALER is a tech media outlet with focus on future technology development, the cooperation with DENZA will feature driving system and EV technology in 360 communication platforms.Q4 Communication30腾势纯电动汽车冰雪试驾深度体验视频定制在冰雪环境的极限条件下，对腾势电动车的性能及驾乘体验进行测评和讲解。ZEALER将主要从整车的EV技术、产品USP、心安体验进行解读。
通过视频直观的形式与主播生动的讲解，为产品作科技背书。Q4 Communication31DENZA Winter Test Drive VideoTest drive with explanations on DENZA’s EV technology, product USPs and the ease of driving experience through the video
MC to interpret product features and endorse on the technology behindQ4 Communication32参考体验特斯拉 model X视频：
http://www.zealer.com/post/309.htmlThrough LouBin’s personal test drive experience, directly communicate with consumers
Video to be promoted in ZEALER’s website, its Weibo & Wechat, and other 27 media platforms Q4 Communication33Tesla model X testing drive videos:
http://www.zealer.com/post/309.htmlZEALER x DENZA Special Project34腾势400体验零下35度纵情冰雪3536Pear-video Coop-Theme37观察员正在进行网络直播，驾驶员邀请观察员上车一同体验试驾，观察员上车后 继续直播路面上另有一台固定机器来拍摄车身行驶全景与周围的冰雪景色，增强画面感驾驶员与观察员都佩戴头戴式摄像头，来展现第一视角。观察员同时手持防抖摄像头，对周围环境和车内环境做更进一步的介绍
在试驾过程中观察员对腾势400在如此低温条件下仍能正常驾驶表现出惊奇，然后由驾驶员进行解答38The driver asks the observer to get on the car while the observer is live-broadcastingA fixed camera would shoot the moving car from afar to show the vividness1st person angle of view providing driving cab details together with surrounding environment
During the test drive, the drivers explains DENZA 400 features to the observerQ4 Communication39冰雪视频-自媒体约稿选题方向 ：
零下30°C，电动汽车能抗住么？选题方向：
腾势对话Zealer：零下30°C 他是怎么玩爽的？Q4 Communication40Winter test drive video- WeChat cooperationArticle angle：
零下30°C，电动汽车能抗住么？Article angle ：
腾势对话Zealer：零下30°C 他是怎么玩爽的？Q4 Communication41
极地雪景 + 高颜值男女 + 婚纱拍摄 + 一款值得信赖的汽车
《为爱大冒险 “极地”婚纱拍摄之旅》热爱赛车的暖男
憧憬纯美爱情的文艺女生
一对为爱冒险的情侣驾驶腾势400冰雪极地拍摄婚纱，追求唯美的爱情纪念
Q4 Communication42Polar snow scene + Good looking men and women + Wedding photography + A reliable carAdventure for love - Wedding Photography Trip at “Polarzones”A sweet guy loving car racing
An artistic girl looking forward to pure love
An adventurous couple drive DENZA 400 to the polar region to take wedding photography. The pursuit of aesthetic love commemoration.
Diandong.com Coop预热阶段
活动前两周，电动邦启动全国范围预热招募，寻找“为爱冒险”的一对情侣
通过电动邦官网 + APP + 微信等渠道，制造热点话题，提升腾势品牌曝光度
执行阶段
选择线路，几十公里的空旷封闭大型空地（安全系数高的冰湖）
情侣设定，冰雪环境下体验腾势产品点，拍摄唯美的冰雪婚纱照
专业摄影，全程跟拍，后期做一套腾势冰雪大片，用于二次传播
视频直播
选题执行期间，电动邦会在“斗鱼”、“花椒”上设立直播专区
实时展现情侣驾驶腾势寻爱的“大冒险”之旅，加强与网友的互动
Q4 Communication43Warm up stage：
Two weeks before the event, diandong.com will start a nationwide warm up recruitment to look for a couple for the "love adventure"
Through the official website + APP + WeChat of diandong.com, produce hot topics to enhance the brand exposure of DENZAImplementation stage：
Select the route: a large closed empty space with a diameter of several dozens of kilometers (an ice lake with a high safety factor)
Couple settings, experience the product points of DENZA in the ice and snow environment, shooting of beautiful snow and ice wedding photography
Professional photography, follow-up shooting through the entire trip, produce a series of DENZA ice and snow action films afterwards for the second wave of communication
Live Video Broadcast：
During the implementation of the topic, diandong.com will set up exclusive broadcast areas on “Douyu” and “Huajiao”
Real-time show of the couple’s “big adventure” trip looking for true love when driving DENZA, and strengthen the interaction with netizensQ4 Communication44Diandong.com Coop大客户传播45Q4 Ice and Snow Drive活动前期
针对有潜在业务和已有大客户发出活动邀请；
活动中期
邀请大客户代表亲临活动现场，进行冬季试驾体验；
活动中设置大客户交流环节，让向潜在大客户理解并认可产品优势；
通过参与者的口碑相传建立企业内的良好品牌口碑；
活动结束后期
制作宣传资料
活动中对DENZA 400进行PR美图拍摄，制作活动主题画册，作为后期B2B的传播资料；46Q4 Ice and Snow DrivePre-Communication
Send out invitation of winter test drive to existing and potential fleet customers
Test drive
Fleet customers attend and experience winter test drive
Program designed to enable interaction and deep understanding
Build and grow brand and product reputation through WOM
Post-Event
Promotional material production
Produce photo album associated with DENZA winter test drive as promotional materials in B2B communicationB2B Communication47Q4 Ice and Snow Drive在DENZA腾势冰雪道路试驾的期间进行电台连线直播，与现场进行试驾的主持人进行互动。
现场试驾主持人主要结合DENZA400产品亮点讲述冰雪试驾感受亮点
将试驾从现场体验扩展至全国传播
主持人作为体验者感受“心安”讲解更加真实媒介购买 – 电台48Q4 Ice and Snow DriveAs the first public winter test drive of Chinese EV, the driving performance of DENZA 400 in severe frozen weather and tough environment broadcasts through Radio DJ on program live show could better interact with audiences.Highlights
Spread DENZA Winter Test Drive project to a national wide
DJ brings real test-driving experiences to audiences which is a better way to express Ease as DENZA’s brand imageMedia Buy – Radio主题：臻心静，放肆开创意互动形式，提升品牌好感
线上线下联动，深化用户沟通
整合多种渠道，全面影响受众传播渠道：微博、微信订阅号、微信服务号、eKOL、媒体平台、论坛、活动现场官方传播平台及媒体同步发起线上互动活动，邀请eKOL、网友、粉丝及潜在消费者参与互动，上传所拍腾势照片，参与腾势冬日摄影比赛，既有机会亲临冰雪试驾活动，首度体验DENZA400的驾驶性能，欣赏北国风光，更有机会与幕后工程师亲密交谈.宣布摄影大赛获胜网友，邀请网友及eKOL至活动现场，分享自己和腾势的冰雪体验。挑选优秀冰雪·心安腾势分享，官方线上传播
对活动进行全面和深入总结，活动视频后续多种渠道分享2月8日－2月14日2月15日－2月19日2月20日－2月28日Theme：臻心静，放肆开Creative interaction to attract consumer, maximize the social buzz and increase awareness
Boom up the online-event , deepen the event communication with consumer
Official social media coop, overall thinking of TACommunication platform: Weibo、WeChat、eKOL、Media、BBS、event onsiteBoom up the online-event in digital media platform, invite consumer and eKOL to join the eventDirectional invitation to extend the exposure and encourage TAs to upload their photograph. Invite the winning participants to share their experienceTo leverage precious experience and influence of the event , official Weibo, Wechat & website will review the highlightsFeb.8th – Feb.14thFeb.15th – Feb. 19thFeb.20th. – Feb.28th 【冬日·心安腾势】见证冬季里腾势的美好瞬间#冬日·心安腾势，邀您共同体验#腾势摄影大赛优胜选手出炉——来自上海的赵先生摄影作品“肆意的奔跑”，赵先生已经按耐不住激动地心情和腾势400一起踏上-30°C的北国之旅了，期待他与腾势的冬季挑战！感兴趣的朋友可在微博、微信及蜂鸟网的腾势专区晒出你的腾势美照参与报名，我们等你哟！51冰雪试驾前期官方平台进行线上预热，吸引受众参与活动，同步为活动引流定向邀请，同步资源实现参与人数的激增线上预热，为冰雪试驾活动开启造势
DENZA官方平台同步发布线上活动，
预告冰雪试驾现场精彩活动，
吸引潜在消费者参与摄影作品，
见证DENZA400的冰雪亮相。时间：2月8日－2月14日
传播平台：DENZA 官方微博、微信轻松机制，吸引消费者参与线上互动搭建腾势摄影专栏。
邀请网友将摄影作品上传至微信平台，更有机会亲临冰雪试驾活动现场。【冬日·心安腾势】见证冬季里腾势的美好瞬间#冬日·心安腾势，邀您共同体验#腾势摄影大赛优胜选手出炉——来自上海的赵先生摄影作品“肆意的奔跑”，赵先生已经按耐不住激动地心情和腾势400一起踏上-30°C的北国之旅了，期待他与腾势的冬季挑战！感兴趣的朋友可在微博、微信及蜂鸟网的腾势专区晒出你的腾势美照参与报名，我们等你哟！52Warm-up in digital platform to willing TA’s attraction before DENZA winter test drive event.Directional invitation to extend the exposure Online warm-up, Bring experience to TA on social mediaBoom up the online-event in digital platform
Forecast the event highlight in winter test drive
Drive TA’s attraction to participate the event
Witness DENZA 400’s showcase in the eventTime: Feb.8th – Feb.14th
Platform: Official Weibo & WeChatEasy operation to willing consumer’s interactionTo set up photography column
Recruit for photography works with winter test drive as the incentiveStep1：
发布活动公告,开辟活动专区Step3：
在官方平台投票选出最佳摄影作品前五名粉丝，并邀请KOL及粉丝&车主共同来到冰雪试驾活动现场参与极光拍摄并体验DENZA400的驾驶性能Step2：
邀请KOL拍摄他眼中的冬日腾势并上传至微信&微信，利用官网平台进行引流上传[操作形式]
【出席】邀请摄影作品拍摄最佳的粉丝及著名摄影KOL“旅行探秘李大头”及“步恩撒”出席冰雪试驾活动
【录制与展示】车主和KOL将在现场拍摄极光及腾势400的激情瞬间高清照片，在微信后台上进行同步上传
【分享】同时粉丝及KOL分享腾势冰雪试驾活动带来的感动及美好瞬间车主&KOL现场配合活动中期ekolStep1：
Announce activities, open activity areaStep3：
Choose the best 5 fans and invite KOL, fans & owners to the drive siteStep2：
Invite KOL to shoot his DENZA photograph in winter and upload to WeChat & Weibo[Operating form]
Attendance: Invite the best shooting fans “旅行密探李大头” and famous photographers KOL “步恩撒" to attend the winter test drive
Record and Display: Owners and KOL will shoot DENZA 400 at the scene in Aurora, and upload in WeChat at the same time
Sharing: Fans and KOL share their moving and best moments of the DENZA winter test drive at the same timeCooperation of Car Owners & eKOLSustainingekol鼓励参与活动车主及的网友发布微博、 朋友圈、论坛帖等，记录自己的冰雪体验鼓励车主发布冰雪摄影作品线上扩大传播声量汽车类、生活类自媒体传播活动盛况，可将网友及媒体的拍摄作品作为重点传播。
汽车类自媒体车买买生活类自媒体日记本官方平台总结传播官方微博微信及官网将在冰雪试驾活动结束时，总结传播活动盛况及有亮点的UGC，回顾#心安腾势#概念。鸟人与鱼Engage DENZA’s Car owner and fans to post their winter photographs in their own social media platforms which include Weibo, Moments and BBS etc., to memorize their DENZA experience.Engage Car owner to post their winter photographs of DENZA onlineExtend exposure of DENZA from offline to onlineAuto车买买Lifestyle日记本To leverage precious experience and influence of the event , official Weibo, Wechat & website will review the highlight photographs in social media.鸟人与鱼Event highlight on Digital platformsIn order to keep the heat of DENZA winter test drive volume both online and offline. During the communication period, DENZA cooperate with other official WeChat account to extend the event exposure.Thank You!
