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缤纷户外生活节 夏日社交四重奏
和悦春风 实景样板区亮相展示
夏日市集-城市露营
C O N T E N T S
SUMMER
FESTIVAL
201X
SUMMER
FESTIVAL
201X
01.
02.
03.
目录
content
后疫情时代,让我们去深思,
究竟要用何种有趣方式来生活,
才觉人生可贵,更珍惜与家人朋友亲近的时光。
就在这迷茫中,一种历久弥新的生活方式
———城市露营,悄然跻身人们最为关注的热点
灯串次第亮起,伴随晚风吹拂下,烟火、露天电影、音乐…
美味的大餐过后,在音乐中与三五好友围炉夜话,
或者也可以小酌一杯,在微酬中轻诉畅谈。唱几段小曲,回味一下人生把所有的美好和浪漫都刻进脑海里。
在这个示范区亮相的日子里——所有你能想到的户外浪漫活动在和悦春风都一一安排上。
蝉鸣鸟叫.万物荣华.转眼四季里迎来了七月的
盛夏。
在七月里,我们的示范区即将亮相!
红火酷暑、乘风纳凉,繁盛如夏…在这个充
满盛夏生命力的月度里.如何把握关键节点.紧抓热
度风口.开展营销计划,制造话题与传播力.策划户
外的美丽篇章,是我们思考的重点。
7-8月关键性日期节点提炼
暑假 七夕 盛夏
项目主力客群——年轻化
年轻客群画像—热点关键词提炼
提炼关键词
我们从时下年轻人的热度来提炼关键词,融入进我们的活动中
萌宠 休闲 乐队
爱情 国潮 直播
活动思考:
如何能够吸引更多人关注本次活动
我们的答案是:
通过引入KOL的流量 打动更多的年轻群众
随着内容平台的崛起,每一位生活的深耕者、
爱好的钻研者都可以低门槛地进入大众视野,塑造个
人IP,从而聚拢粉丝,辐射影响。
“KOL一般指关键意见领袖。关键意见领袖(Key Opinion Leader,简称
KOL)是营销学上的概念,通常被定义为:拥有更多、更准确的产品信息,
且为相关群体所接受或信任,并对该群体的购买行为有较大影响力的人。”
如此一来,这些拥有不同特质的KOL们在各自
的圈层中发挥着不同的影响力,形成了头部、腰部等
大大小小的KOL群体。
缤纷生活节 夏日社交四重奏
(2022年7月中旬-8月中旬)
年轻化客群 实景样板区展示 关键节点 时事热点联动
缤纷萌宠社交派对 夏日果趴音乐节 七夕爱的呼唤季 穿越梦华录,夏日国潮市集
(7月23日-7月24日) (7月30日-7月31日) (8月6日-8月7日) (8月13日-8月14日)
活动简介
活动主题:缤纷生活节 夏日社交四重奏
——和悦春风 实景样板区亮相展示
活动地点:和悦春风示范区
活动目的:配合示范区开放进行结合时下热点
话题及时间节点进行营销,通过KOL渠道进行引
流,吸引客户到访购房
缤纷萌宠社交派对
(7月23日-7月24日)
活动亮点
1.KOL活动宣传预热引流
3.现场宠物护理
1.活动宣传预热宣传—KOL宣传连线
1.KOL进行视频宣发
2.自己粉丝群内进行活动招募
1.KOL亲自来到项目进行直播
2.拍摄到场的宠物
3.直播间幸运抽奖
提前一周 活动当天
在售楼处/示范区内,搭建萌宠互动区域。
采用木栅栏围合,围合场景仿真绿藤条/草坪、KT板介绍。
2.现场萌宠乐园助力开盘大卖
KOL萌宠达人来到现场,与到访客户进行互动
3.现场萌宠护理交流
4.萌宠大挑战
游戏内容:
1.蹲起大作战(传达宠物体重不能过重的思想);每人抱起自家狗娃,三
人为一组,根据口令做蹲起,时间内蹲起最多者获胜
2.拒食测试(防止狗狗在外不能捡拾异物的重要性);场地分为两端;场
地内放入零食等异物,家长带着狗狗一路前行,要求在规定路线内,狗狗
不可吃异物,或根据口令离开异物,到达终点即为胜利。
3.牵引大作战(宣传外出牵引,并正确随行);卫生纸替代牵引绳,有限
距离内,增加干扰物,模拟户外环境,安全抵达终点,卫生纸不断裂着获
得胜
萌宠大挑战场地实景
活动场地预铺假草皮防止地面破坏
5.萌宠家庭拍照
活动现场准备:区主题活动背板,PVC卡通造型立牌,萌宠拍照道具
活动期间我们还有摄影师免费给宠物拍“大片”,所有照片都会即时上传分享到“图片直播”。
夏日果趴音乐节
(7月23日-7月24日)
这个夏天多C多漂亮
活动亮点
1.KOL活动宣传预热引流
2缤纷水果无限狂欢
3.儿童沉浸式音乐体验
4.成人户外DJ互动
5.草坪户外互动派对
夏日果趴音乐节场地实景
1.活动宣传预热宣传—KOL宣传连线
1.KOL进行视频宣发
2.自己粉丝群内进行活动招募
1.KOL亲自来到项目进行直播
2.现场DJ带动热场
3.直播间幸运抽奖
提前一周 活动当天
2.缤纷水果无限狂欢
来宾到访参与活动可在摊位挑选水果,有专门的工作人员协助加工成:果汁、沙冰、奶昔果茶等多种形式
沉浸式戏剧又名浸入式戏剧。在特定的演剧空间里,观众可以
主动探索剧情,跟随演员行走,拿起道具翻看,甚至可以引领
演员和其他观众发展出新的剧情线索。
“当下,年轻人不满足于传统的‘被’讲解的参观方式,他们
更希望自己参与其中。当展览做成了沉浸式剧目的形式,参观
者和演员之间就形成一种新的互动关系。更加开放、多点的场
景和演出,能让年轻人自由选择视角去理解与挖掘那段历史,
并产生多次参观的欲望。
3.儿童沉浸式音乐体验
4.成人户外草坪音乐互动
现场由DJ小姐姐带动气氛。
5.夏日缤纷游戏互动
活动现场准备:水枪、泡泡机、小型充气水池。
6.非洲风情表演
7.尤克里里手作互动
来宾到访也可以进行彩绘尤克里里,并安排专业老师协助尤克里里教学。
七夕爱的呼唤季
(8月6日-8月7日)
活动亮点
最美情侣照
七夕浪漫天幕露营打卡
浪漫星空观影
KOL活动宣传预热引流
1.活动宣传预热宣传—KOL宣传连线
1.KOL进行视频宣发
2.粉丝群内进行活动招募
1.KOL现场连线项目进行直播
2.直播间幸运抽奖,奖品需线下领取
提前一周 活动当天
2.浪漫七夕爱的表白
邀请专业花艺师,在户外搭建浪漫天幕告白打卡地。
3.最美情侣照拍摄
活动期间,安排专业摄影师为客户拍摄七夕情侣照片
4.浪漫露天观影
活动晚间会安排露天观影打卡。
穿越梦华录,夏日国潮市集
(8月13日-8月14日)
活动亮点—穿越梦华录
本次活动将会以一部穿越戏游记的形式,客户随着赵盼儿的步伐游历项目新亮相的实景园林及样板间。
穿越古今国潮市集 国粹传承斗茶体验 国潮手作
穿越梦华录—游园
1.活动宣传预热宣传—KOL宣传连线
1.KOL进行视频宣发
2.粉丝群内进行活动招募
1.KOL扮演梦华录女主角现场古装带
领客户们看房游园
2.直播间幸运抽奖,奖品需线下领取
提前一周 活动当天
KOL介绍
2.穿越古今国潮市集
现场会根据需求准备摊位售卖车及小型摊位。
3.国粹传承斗茶体验
斗茶,即比赛茶的优劣,又名斗茗、茗战。斗茶者各取所藏好茶,轮流烹煮,品评分高下。古代茶叶大都做
成茶饼,再碾成粉末,饮用时连茶粉带茶水一起喝下。斗茶,多人共斗或两人捉对“厮杀”,三斗二胜。
现场将会邀请老师还原梦华录中斗茶场景,邀请客户们进行品鉴及体验。
4.国潮手作现场体验
客户们还可以在各个摊位上,体验各种有趣的国潮活动
国潮手作:娟人、画脸谱、画风筝、等。
市集游戏:丢铜钱、投壶、丢沙包。
感谢 观看
夏日市集-城市露营

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缤纷生活季,盛夏四重奏和悦春风实景样板区亮相活动.pdf