别克×百度： “勇敢闯花路昂科威S开好每一程”地图创新案例000

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href="/tags/215?refer=1301">别克汽车推广</a> <span>|</span> <a href="/tags/216?refer=1301">昂科威</a> <span>|</span> </span> </p> <div class="num flex_bet_center mt_50" style="display:none;"> <div class="l"> <p class="big-title"><span>4亿+</span></p> <p>总曝光量</p> </div> <div class="l"> <p class="big-title"><span>658万+</span></p> <p>活动参与人次</p> </div> <div class="l"> <p class="big-title"><span>+97%</span></p> <p>核心词词频热度</p> </div> </div> </div>  <div class="main" style="position:relative;"> <div class="content-wrapper"> <div class="content"> <h2>营销背景</h2> <p>目前合资车企受到上下游的产品挤压，核心车型销量不再强势。别克正经历产品转型，在年末车型改款时，如何提升产品美誉度，最终拉动销量，成为别克昂科威S面临的挑战。</p> <h2>营销目标</h2> <p>打造全场景的出行覆盖，让用户全方位体验此次别克昂科威S要传递的“好开”和“路”的融合理念。</p> <h2>营销方案</h2> <p>洞察</p> <p>百度地图年度账单涉及用户历史途径区域，覆盖出行全场景，正好匹配别克对于传播的场景营销诉求。</p> <p>1)2021年因为疫情，很多消费人群有很多想去但是没有去到的远方，想身历其境但无法如愿的遗憾。百度地图年底账单大数据中观察到用户行为浓度运算(距离、足迹、轨迹、召唤小度、城市等)，可得出一个适合用户的“别克昂科威S”社会化标签(暴走先锋、好试之徒、马路懂王、十拿九稳、城市猎人、自由使者)两者具有共鸣和话题性。将品牌与百度地图年度账单相结合，可以让用户切身了解自己的与品牌调性的共同之处。</p> <p>2)将年度账单中所得出的社会化标签，与第二部分“勇敢闯花路”做匹配，其中25条定制路线也都是从地图路线数据上筛选出的符合其风格调性的主题路线，加以包装，同时在该路线上驾驶体验还能充分体现昂科威S的产品力特性，这样通过这条数据暗线，可以将“大数据-用户调性-路线偏好-产品力“串联起来，强化品牌与用户的感性关系。</p> <p>3)百度地图VR全景功能可以实现用户沉浸式对于旅途风景的体验，让用户切身感知车与景的融入。</p> <p>上汽通用旗下的别克昂科威S在2021年末于百度地图展开了一次全面深度的创新融合。借助百度地图年度账单推出的契机，实现超强的用户性和传播性。</p> <p>策略与实施</p> <p>上汽通用别克昂科威S在2021年底与百度地图进行深度合作，通过地图出行场景的年度账单数据呈现、百度全链路资源及定制化游戏的融入，打造了“深情回顾2021，展望勇闯2022”的主题活动，以“年度账单+定制游戏”，覆盖出行全场景，以AI 技术赋能汽车品牌。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_filef9b413e0-08d0-4b4e-949c-a6fa3d21d6ae/%E5%9B%BE%E7%89%87%200.png" width="638" height="334" style="width: 638px; height: 334px;"></center> <p>百度地图年度账单：时光里的星辰大海</p> <p>Step1. 百度地图大数据巡游，盘点各类出行记录，深情回顾2021</p> <p>用户正式进入账单后，即可上滑浏览四张数据页。包括：足迹盘点、轨迹盘点、城市盘点和极值盘点。每一页账单则会对应一种别克昂科威S的产品特性：1.5T四缸高性能发动机、270N.m扭矩、出色的后五连杆独立悬架、智能辅助驾驶系统，并呈现一段特色文案。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_file13521200-e485-474f-8c41-945594eaf9f9/%E5%9B%BE%E7%89%87%201.png" width="638" height="281" style="width: 638px; height: 281px;"></center> <p>Step2. 账单总结页依托大数据浓度，聚类呈现个性化标签引发话题</p> <p>在账单结果页中呈现的个性化标签是由地图底层大数据的逻辑运算映射出的结果，例如：暴走先锋：基于东西横跨或南北纵横;好试之徒：基于足迹点数量;马路懂王：基于召唤小度次数;十拿九稳：基于轨迹记录条数;城市猎人：基于城市数量;自由使者：都不符合。用户可以对照自己的在百度地图上的真实行为获取这样的标签结果，其结果具有一定话题传播性。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_fileda9788bd-357a-4770-83a8-77cf0f04fa9f/%E5%9B%BE%E7%89%87%202.png" width="638" height="306" style="width: 638px; height: 306px;"></center> <p>Step3. 账单总结页个性化标签，分享传播、互动抽取好礼</p> <p>当用户得出个性化标签后，选择“炫耀一下”，分享结果图到微信朋友圈/微博发帖，或者直接发给微信好友，与好友PK让更多的用户参与其中，了解过去一年的个人出行总结。同时，用户在PK足迹之余还可进入积分商城参与抽奖。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_filed8c90c0b-98c6-4e84-923b-4feff62a514b/%E5%9B%BE%E7%89%87%203.png" width="638" height="320" style="width: 638px; height: 320px;"></center> <p>(注：用户在各维度满足以上映射逻辑即可获得专属活动标签，并对应一个后续游戏主题)</p> <p>百度地图游戏：2022勇敢闯花路，昂科威S好开每一程</p> <p>Step1. 5大个性化主题 VS 5种昂科威S优势特性</p> <p>承接着年度大数据账单得出的个性化标签，每个用户都有一组属于自己的主题路线，同时也可以选择其他主题路线。</p> <p>5个主题：暴走先锋、好试之徒、马路懂王、城市猎人、十拿九稳。用户可通过左右滑屏、左右箭头、左右底部标签切换体验主题路线，随意点击每个路线名，深度了解路线详情和昂科威S在此路线下体现的产品力。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_file40ee9492-7d95-4514-8994-15d977cb7e3c/%E5%9B%BE%E7%89%87%204.png" width="638" height="387" style="width: 638px; height: 387px;"></center> <p>Step2. 5个主推路线 VS 5个KOL试驾</p> <p>每个主题下都有1条主推路线领衔：“阿凡达”之路、香格里拉普达措之路、上海天文馆临江大道、云南洱海公园洱海南路、吉林北大壶滑雪公路。每条主推路线均配以30秒KOL试驾视频，非常具有社交感，真实传递“有好开的车，没有不敢闯的路。</p> <p>5位优质KOL(狗哥-Fastdog、有车以后-刘阳、高转青年-三亩、声浪片场-约翰王、嗜车工厂-胡正阳)身临其境体验推荐路线，在一览美景之中分享昂科威S试驾感受，强化昂科威S专属性和差异性，体现“阳光、积极向上”的人群生活状态和调性。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_file440c5438-15bf-492f-bc2e-fa1b73f51523/%E5%9B%BE%E7%89%87%205.png" width="638" height="312" style="width: 638px; height: 312px;"></center> <p>Step3. 25条路线，均可调起百度地图360°全景VR，立即穿越实景一览无遗</p> <p>如果用户觉得某一条路线自己无法亲身体验，或者在没有KOL的讲述情况下不太直观。只需点击“查看全景”，游戏中所有25条线路都配有基于POI点位的地图VR全景，让用户如同瞬时穿越，深度体验 “迷人的景色”和“昂科威S的好开”。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_file8bb36d46-4b17-47de-a672-9936fa957dfe/%E5%9B%BE%E7%89%87%206.png" width="638" height="352" style="width: 638px; height: 352px;"></center> <p>Step4. 预约试驾，线上抽奖+导航附近别克经销商，真实体验昂科威S</p> <p>每张主题页和路线详情页，用户都可以点击直接去到“预约试驾页”。用户可以选择直接留咨信息，并抽取礼物奖券;也可以直接去到附近的别克4S店，亲身到店试驾体验“好开的”昂科威S，并兑换奖券领取好礼。</p> <p>当用户选择去附近的别克经销商，所看到的地图经销商POI点均为别克大水滴的样式，用户可更为便捷的找到其官方经销商;在导航过程中，定制标准语音导航，会听到： “别克昂科威S 好开每一程，准备出发，全程XX公里。”</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_file5c907eb6-beac-40b1-b8bf-df2901ac68bc/%E5%9B%BE%E7%89%87%207.png" width="638" height="235" style="width: 638px; height: 235px;"></center> <p>黄金资源超大曝光+各点优质资源位，强强联手为活动引流</p> <p>百度地图运营资源：百度地图APP联合开屏、Push文字链、首页icon、首页文字链、首页大框热词，首页小度语音指令，构成账单推荐的超级入口;用户无论选择哪种出行方式：驾车、步行、骑行功能下，都能看到小黄条提示或Banner位。此外，地图的个人中心-活动专区、活动专区、金币商城、通知中心，都有明显的Banner位，为活动输送流量。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_file466312d4-5b33-46d7-8be0-954e12f0ee40/%E5%9B%BE%E7%89%87%208.png" width="638" height="315" style="width: 638px; height: 315px;"></center> <p>百度其他商业化资源：在地图活动开启的同时，还考虑到另一种出行场景：车联网。当用户在车内使用百度Carlife车机或Carlife手机端APP时，在首页左侧同样会看到本次昂科威S活动。为了联动触达更多潜在人群，当用户打开百度APP、百度地图APP时，其精准定向也会应用“搜+推”的机制，让兴趣用户看到昂科威S的互动开屏和信息流广告，实现多场景的用户触达。</p> <center><img alt="" src="https://bj.bcebos.com/v1/bass-o-groove/app_file9be5369b-3acf-4a90-a469-460db91f6e84/%E5%9B%BE%E7%89%87%209.png" width="638" height="392" style="width: 638px; height: 392px;"></center> <h2>营销效果</h2> <p>此次百度地图年度账单 Campaign活动达到4亿次曝光，活动总人数参与量658万次。整体账单的运营导流资源产生1.6亿PV，百度APP&百度地图开屏产生3900万展现量，Carlife资源产生300万展现量，别克昂科威S相关核心词投后词频热度上升97%。</p> <p>获奖展示</p> <p>荣获2022年度 IAI 国际广告奖——【汽车营销奖-汽车数字营销·银奖】</p> </div> </div> <div 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北京百度网讯科技有限公司</P> <P>我们/公司非常重视用户信息的保护。您在使用我们的相关服务(以下简称“服务”)，并在相应页面填写个人信息前，请您务必仔细阅读本声明。您一旦主动在页面提供您的个人信息并进行提交操作，即意味着您同意我们按照本声明收集、使用您的相关信息。</P> <P>一、个人信息的收集</P> <P>1、我们提供服务时，可能会收集下列与您有关的个人信息：</P> <P>您在使用本页面所涉及的表单、智能电话、卡券领取、客服工具等功能中提供的信息，包括姓名、手机号及使用本页面提供的产品/服务涉及的必要信息。</P> <P>请您注意，具体需要提供的信息可能会根据我们提供的产品/ 服务的不同而有所差异，请以向您展示的产品/服务以及所对应的要求提供相关个人信息，我们会在产品/服务页面或下文向您说明相关个人信息的收集和使用规则。</P> <P>2、您需要注意的是，以上个人信息均是您自愿提供。您有权拒绝提供，但可能无法正常使用相应的服务、功能或者无法达到服务拟达到的效果。</P> <P>二、个人信息的使用</P> <P>1、您同意，我们可以通过以下方式对个人信息进行使用：</P> <P>(1)我们收集您的姓名、手机号用于及时与您取得联系，并与您沟通产品或服务的相关事宜。</P> <P>(2)为了更好的提供服务，您在通过电话或客服工具与我们沟通时，我们会记录您的手机号及相关沟通情况。</P> <P>(3)如您拟查询、修改、删除、撤回授权您提交的个人信息的，或对个人信息保护问题有任何疑问或投诉，您可以与我们联系，我们将尽快配合处理。</P> <P>2、我们将严格保护您的个人信息安全。我们将采用适当制度、组织和安全技术等措施来保护您的个人信息不被未经授权的访问、使用或泄漏。</P> <P>3、为了实现上述目的，我们可能会委托我们的技术合作伙伴(例如呼叫服务商)为您提供服务，并由其在服务范围内进行合法、正当、必要地使用。</P> <P>三、未成年人信息的特殊保护</P> <P>1、若您是未满18周岁的未成年人，在使用本功能前，应在您的父母或其他监护人监护、指导下共同阅读并同意本隐私政策。</P> <P>2、若您是未满14周岁的未成年人的监护人，在使用本功能前，应为您的被监护人阅读并同意本隐私政策。</P> <P>四、适用法律</P> <P>本声明适用中华人民共和国法律。</P> <P>五、变更</P> <P>我们会适时对本声明进行修订，该等修订构成本声明的一部分。公司会将修改后的声明予以发布。在该种情况下，若您继续使用我们的服务，即表示同意接受经修订的声明的约束。</P> </div> </div> </div> </div> <style> .yinsi_3{color:#2196F3;cursor:pointer;} .yinsi{ font-size: 14px; text-align: left; line-height: initial; display: inherit !important; margin: 5px 0px; margin-left: 30px; } /*隐私勾选框*/ .checkbox { display: inline-block; position: relative; } .checkbox input { display: none; } .checkbox span { display: inline-block; width: 20px; height: 20px; border: 1px solid #888; border-radius: 50%; position: absolute; top: -7px; left: -25px; } .checkbox input:checked + span::after { content: ''; position: absolute; left: 7px; top: 3px; width: 5px; height: 10px; border: solid #2196F3; border-width: 0 2px 2px 0; transform: rotate(45deg); } /*隐私弹框*/ .yinsi-modal { display: none; position: fixed; z-index: 10001 !important; left: 0; top: 0; width: 100%; height: 100%; background-color: rgba(0,0,0,0.4); animation: yinsiFadeIn 0.3s; } .yinsi-modal-content 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.gradient-overlay { position: absolute; bottom: 0; left: 0; right: 0; height: 150px; /* 增加高度 */ background: linear-gradient(to bottom, rgba(255,255,255,0) 0%, rgba(255,255,255,0.8) 50%, rgba(255,255,255,1) 100%); pointer-events: none; } .show-more-btn { display: block; margin: 20px auto; background-color: #ff4500; border: none; color: white; padding: 15px 30px; text-align: center; text-decoration: none; font-size: 18px; font-weight: bold; cursor: pointer; border-radius: 50px; box-shadow: 0 4px 6px rgba(0, 0, 0, 0.1); transition: all 0.3s ease; animation: pulse 2s infinite; } .show-more-btn:hover { background-color: #ff6347; transform: translateY(-2px); box-shadow: 0 6px 8px rgba(0, 0, 0, 0.15); } @keyframes pulse { 0% { transform: scale(1); } 50% { transform: scale(1.05); } 100% { transform: scale(1); } } </style> </body> </html>

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别克×百度： “勇敢闯花路 昂科威S开好每一程”地图创新案例000

别克×百度： “勇敢闯花路昂科威S开好每一程”地图创新案例000