商业计划书和可行性报告 [活动方案]FIFA世界杯橘洲万人狂欢夜BOSIM.pdf

《商业计划书和可行性报告 [活动方案]FIFA世界杯橘洲万人狂欢夜BOSIM.pdf》由会员分享，可在线阅读，更多相关《商业计划书和可行性报告 [活动方案]FIFA世界杯橘洲万人狂欢夜BOSIM.pdf（74页珍藏版）》请在得力文库 - 分享文档赚钱的网站上搜索。

1、Business plan report FIFA World Cup Orange Island people carnival night 博胜互动（北京）文化传播有限公司 长沙分公司 长沙市芙蓉中路摩天一号2座25A楼28室 0731-88826363/88827373 BOSIM (Beijing) Culture Communication Co., Ltd. Changsha branch Furong Road, Room 28 25A Floor 2 Sky One Business plan reportSince ancient times, it pioneers in

2、Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business plan report2014-5-14 本次活动将依托世界杯期间，联合腾讯集团，于大型真实足球游戏FIFAOL3上市的契机。利用线上线下强势媒体全方位结合展开立体式大型营销活动，打造一场声势浩大的全国性标杆活动，在短时间内实现

3、企业高强度、高密度的品牌曝光。 Business plan report2014-5-14 活动名称：FIFA世界杯 橘洲万人狂欢夜 活动时间：2014年6月13日-2014年7月14 主办机构：単胜集团、长沙市橘州沙滩公园 协办机构：腾讯互娱、体坛周报、新风行、FM91.8 合作媒体：湖南卫视、湖南经视、交通频道、华声在线、红网、 天涯湖南、新浪湖南、大湘网、体坛周报、优酷网、 乐视网 Business plan reportSince ancient times, it pioneers in Hunan The World Cup as the world festival Certai

4、nly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business plan report对活动自身调性的剖析 Since ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festiv

5、al People gathered, night lights Sleepover led China should beat sounded Business plan report结合游戏的信息、活动调性以及活动地点 我们可以提出符合其特性并融入世界的主题概念 Since ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night

6、lights Sleepover led China should beat sounded Business plan report华中地区首场大型户外露天足球嘉年华华中地区首场大型户外露天足球嘉年华 活动落地长沙最具代表性地理文化的橘子洲公园，曾成功举办橘洲音乐节、爵士音乐节、摇滚音乐节等大量全省最具影响力的活动。本次世界杯活动为期一个月，贯穿所有世界杯赛事，预计人流至少10W人次以上。 基于腾讯庞大的用户基数，连同世界杯的极致影响力，同时以主题嘉年华的形式开展，包含巨屏游戏互动、主题派对、万人看球等，届时将形成华中地区规模最大、时间跨度最长的主题活动！ Since ancient tim

7、es it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded Business plan report2014-5-14 业内最强跨界资源整合业内最强跨界资源整合 本次活动含大量PC端、腾讯游戏客户端、博胜强势公关资源，媒体合作涵盖电视、电台、报纸、杂志、网络媒体、户外广告

8、等主流媒体，行业合作跨政府、快消、旅游、酒吧、地产等等，强大的媒体支持与不同行业的渠道支持将形成活动开展的强大保障。 核心战略合作媒体腾讯游戏至少2000W推广资源、网络媒体至少100W推广资源、纸媒至少100W推广资源、户外社区广告至少100W推广资源等。 全程为期两个月推广计划与宣传落实，包含但不限于大型网络专题制作、活动微博微信自媒体运营、各大媒体广告投放、事件话题炒作营销、视频制作与推广等内容。 Since ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mi

9、ssion in response to the call of the festival People gathered night lights Sleepover led China should beat sounded Business plan report线上线下高度结合，新型商业模式深度运用线上线下高度结合，新型商业模式深度运用 利用互联网思维结合博胜视角，总结出高度整合与互动的全新O2O模式，利用媒体的无缝引流与集中指向思维，形成关注-参与-线上引爆-线下体验-分享-二次传播-形成关注的完整传播闭环。 全程整合多家旅行社合作资源，数十家旅行社倾力加盟，重磅推出世界杯长沙橘洲旅

10、游套餐，世界杯期间数万省外旅游客户深入覆盖。 活动期间全程、全方位包含六大主题活动：户外酒吧狂欢、帐篷竞彩看球、泳装篝火派对、巨屏竞技比赛、线下足球比赛、足球宝贝竞选。 Since ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded Busi

11、ness plan report结合游戏的信息、活动调性以及活动地点 我们可以提出符合其特性并融入世界的主题概念 Since ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business plan reportSince anci

12、ent times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business plan reportBusiness plan reportBusiness plan reportBusiness plan reportBusiness plan rep

13、ortBusiness plan reportBusiness plan reportBusiness plan reportBusiness plan reportBusiness plan reportSince ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China shou

14、ld beat sounded Business plan reportBusiness plan report由全球著名互动娱乐软件公司由全球著名互动娱乐软件公司EAEA开发开发 超逼真建模，人物动作及数据接近真实超逼真建模，人物动作及数据接近真实 由腾讯代理，获得强大的用户基数与市场竞争力由腾讯代理，获得强大的用户基数与市场竞争力 Since ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of th

15、e festival People gathered night lights Sleepover led China should beat sounded 全球唯一的国际足联（全球唯一的国际足联（FIFAFIFA）授权足球游戏）授权足球游戏 30多个联赛 40支国家队 15000名选手 Business plan reportBusiness plan reportBusiness plan reportBusiness plan reportSince ancient times it pioneers in Hunan The World Cup as the world festiv

16、al Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 总计总计 21402140万万 Business plan reportBusiness plan reportBusiness plan reportBusiness plan reportBusiness plan reportBusiness plan reportBusiness plan reportBusines

17、s plan reportBusiness plan reportSince ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business plan report活动亮点展示 Since ancient times, it pio

18、neers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a

19、mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 通过线上报名参与的方式获得 现场巨屏游戏对战体验 模拟真实世界杯球队对战 获得第一无二的游戏视听体验 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in respons

20、e to the call of the festival People gathered night lights Sleepover led China should beat sounded 采用湖南最大的户外LED屏幕直播赛事 带来前所未有的极致震撼与体验 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival Peopl

21、e gathered night lights Sleepover led China should beat sounded 活动现场设臵大量帐篷作为休息区 首度提供赛事欣赏加野外露营的复合体验模式 极致提高现场体验 打造彻夜通明激情无限的现场氛围 保障活动的高参与度与热度 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival

22、 People gathered night lights Sleepover led China should beat sounded 全程泳装派对、沙滩篝火烧烤派对 活动参与度高 内容形式丰富 这个世界杯让你一次玩个痛快 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night li

23、ghts Sleepover led China should beat sounded 每期设臵不同的神秘豪礼 在活动结束阶段通过现场与球迷的互动送出 保障活动的持续关注与二次参与度 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led Ch

24、ina should beat sounded 世界杯中重点赛事，如开幕式、半决赛、决赛 将邀约重量级明星亲临现场 为数万球迷狂欢献唱 Business plan report活动场地展示 Since ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat

25、sounded Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 橘子洲 橘子洲介名山城市间，浮袅袅凌波上，被誉为“中国第一洲” 作为湘江上的一颗明珠成为湖南对外一张重要的名片 其完善的设

26、施建设以及深厚的文化底蕴足以胜任“主战场”的重任 Business plan report采用迂回式场地设计 提高场地面积的使用率 Since ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded Business plan report Si

27、nce ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 入场区 购物休闲区 酒吧主题区 观赛休闲区 主舞台 Business plan reportSince ancient times it pioneers in Hunan The

28、World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 大型吉祥物模型以形成球迷之间的情感共鸣 FIFAFIFA世界足联形象体现活动官方背景世界足联形象体现活动官方背景 Business plan reportSince ancient times it pioneers in Hunan The World Cup as

29、 the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 主舞台以大气辉煌的灯光设计为主 极致渲染灯火通明、彻夜激情狂欢的气氛 巨屏FIFAOL3游戏互动 万人看球现场 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world fe

30、stival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 赞助商现场设臵摊点进行售卖 同时提供自助烧烤等风味小吃 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in respon

31、se to the call of the festival People gathered night lights Sleepover led China should beat sounded 现场设臵千顶帐篷代替座椅 为球迷提供绝佳的休息场地 同时可自主开展多样化的游戏互动 Business plan reportSince ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the fest

32、ival People gathered, night lights Sleepover led China should beat sounded Business plan report独家资源展示 Since ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China shoul

33、d beat sounded Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded A B C A、首页轮播广告（正式运营后） 曝光价值PV900万、UV450万，刊例价5万/天，活动期间全程

34、配送，总价值150万 B、官网推荐新闻（正式运营后） 曝光价值PV900万、UV450万，刊例价2万/条，活动期间配送15条，总价值30万 C、合作伙伴推荐（正式运营后） 曝光价值PV900万、UV450万，刊例价100万/年，配送全年，总价值100万 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gath

35、ered night lights Sleepover led China should beat sounded B A、客户端广告轮播（正式运营后） 登陆曝光次数超过500万，刊例价10万/天，活动期间全程配送，总价值300万 B、客户端新闻推荐（正式运营后） 登陆曝光次数超过500万，刊例价4万/条，活动期间配送10条，总价值40万 C、合作伙伴推荐（客户端登陆后右侧位臵加入） 登陆曝光次数超过500万，刊例价50万/年，配送全年，总价值50万 A Business plan reportSince ancient times it pioneers in Hunan The World

36、 Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded A、官网首页推荐专区广告位 曝光价值PV900万、UV450万，刊例价200万/年 半年配送，总价值200万 B、合作专区制作 Sony大型合作专区建设，专题总PV超过200万，刊例价50万/个 半年配送，总价值50万 Business plan reportSince anc

37、ient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded A、游戏内Sony专属道具（球员包、属性道具） 主要以球员包、属性道具等形式为主 配送总价值500万的资源（具体数量待定） B、游戏内其他礼包 可以采用点券和虚拟礼包形式 根据活动需要配送总价值5

38、00万的资源 C、弹窗广告 根据活动与商家需求，配送总价值200万的弹窗广告 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded A、周边礼品赠送 根据活动需要，赠送总价值20万的礼品，超出

39、部分可进行协助订购 B、QQ网吧 所有QQ网吧进行轰炸式曝光宣传，具体价值根据活动需求进行配送 Business plan report战略合作媒体 Since ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business pla

40、n reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 门户网站门户网站 以新浪湖南、大湘网为重点门户媒体，精选优质硬广资源投放，同时设立专题站点，吸引关注的同时引导互动 Business plan reportSin

41、ce ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 优质社区论坛优质社区论坛 内容形式正面出击，制造话题，直击要害，选取以猫扑、天涯为代表的优质社区媒体进行投放，吸引大众关注 Business plan reportSince anci

42、ent times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 纸媒纸媒 以体坛周报新风行为核心纸媒，以赛事新闻报道的形式，利用其强大的市场需求与稳定的发行量，保障活动的高曝光于关注度 标题示意：全民世界杯，嗨翻湖南为中国竖旗！标题示意：全民世界杯，嗨翻湖南为中

43、国竖旗！ Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 电视电视 电台电台 湖南卫视与FM91.8强强联手，全程进行活动预告，跟进播报以及后续话题扩散讨论 话题示意：湖南首场足球盛宴，

44、沙滩狂欢季、万人看球，尽话题示意：湖南首场足球盛宴，沙滩狂欢季、万人看球，尽在万人狂欢夜在万人狂欢夜 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 户外公交站牌户外公交站牌 全市公交站

45、牉广告买断式投放，保障活动信息及时到达 内容示意：激情世界杯，湖南首场足球盛宴完美开启内容示意：激情世界杯，湖南首场足球盛宴完美开启 Business plan reportSince ancient times, it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded

46、Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 6.13 日期 Date 6.27 7.9 7.14 小组赛阶段 （根据赛制全程活动开展为期20天） 1/8决赛 1/4决赛 决赛 丼办4

47、场活动 丼办2场活动 丼办决赛活动（全程跟踪） 全程围绕世界杯重要赛事开展 Business plan reportSince ancient times it pioneers in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered night lights Sleepover led China should beat sounded 时间Time 动作Action 13:0022:00 自由入场

48、、巨屏游戏互动 22:0023:00 23:3023:50 LED大屏幕直播赛事预告、世界杯精彩瞬间轮播 23:0023:30 主持人幕后播报，暖场节目进入 场内自由娱乐、购物 23:5024:00 主持人入场，狂欢音乐会开场 00:0000:25 00:3501:00 节目表演 00:2500:35 现场互动游戏 节目表演 01:0001:05 现场互动大奖抽取（根据具体赛事决定是否增加节目） 01:0506:00 赛事直播（根据具体赛事调整时间） Business plan reportBusiness plan reportSince ancient times, it pioneers

49、 in Hunan The World Cup as the world festival Certainly been a mission in response to the call of the festival People gathered, night lights Sleepover led China should beat sounded Business plan report限额一家 冠名金额人民币200200万万元 活动现场主背景板、帐篷广告、分场背景板、灯杆刀旗、道路围挡、堆头等数十处广告位体现比赛主持人口述介绍观众奖品赞助商家和商品名称，上下半场各一次在赛事进行期

50、间橘子洲三块LED显示屏广告，滚动介绍观众奖品赞助商家和商品名称，20次/天以上活动指南手册（共计100000册）赠送两个彩色整版广告，门票享有独家广告权冠名商全程价值2000万腾讯集团FIFA Online3游戏植入推广资源体现刊例总值超过500万传统媒介广告资源体现，广泛覆盖湖南日报、体坛周报、电台电视节目植入、户外广告等数十家合作媒体推荐刊例总值超过500万新媒体公关资源体现，广泛覆盖门户与题、微単微信自媒体炒作、门户广告、视频推荐等多种投放形式赞助商现场售卖点3个，包含主会场、酒吧区、沙滩区进行现场售卖参不活动门票售卖产品绑定销售，每张门票赠送一份金额丌超过8元商家产品活动赠送商家活动