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京東618攜手斗魚、快手,展現粉絲營銷硬實力

分類:業界資訊 瀏覽數:39 2019-06-25 00:38 中關村商情網 編輯: 厚學

歷經16年,京東將618打造成了萬眾以待的年度購物盛會。今年618,京東電子文娛事業群與時下最火的短視頻平臺斗魚、快手展開深度合作,區別于以往傳統的營銷傳播手法,京東將開創新的合作形式和玩法,帶給年輕的粉絲們一場主題為“京東電器618 帶電團戰 你喜歡的在這里”特別活動。

斗魚主播血拼帶貨,平臺聯動推進雙福利

作為中國領先的直播平臺,斗魚擁有大量優質直播內容和頂級主播資源,其活躍用戶量持續快速增長,2019年第一季度,斗魚月活躍用戶量達到1.592億。其中,更不乏有高消費潛力的年輕人群,他們擁有強大的變現能力,他們樂意為喜愛的主播買單,從而產生購買行為。基于斗魚平臺粉絲的特點,京東與斗魚雙平臺共同發起“京東電器618 帶電團戰 你喜歡的在這里“主題活動,為粉絲送去福利的同時,更為京東618全球年中購物節再造聲勢,拉動銷售。

活動初期,斗魚平臺主播將直播線上帶貨PK賽,同時京東站內定制專題頁,斗魚用戶可在京東頁面為自己支持的主播投票,幫助主播晉級的同時還可獲得抽獎機會。當紅主播兩兩PK帶貨京東電器商品,以銷售量判別晉級線下帶貨PK綜藝,并號召全站主播加入各自戰隊。最終,兩大主播分別率領”帶電新人類隊“和”帶貨皮皮蝦隊“,通過趣味帶貨、游戲挑戰、水友互動、實時競技PK等內容一決勝負。活動全程直播中將不定時下京東紅包雨,用戶點擊紅包就有機會搶到京東優惠券、電子產品、魚丸等獎品。京東還將打通與斗魚的數據庫,可以實時購買直播中出現的手機、電腦、3C硬件、智能產品、家用電器、電子配件等商品,真正實現了”你喜歡的都在這里“。

快手老鐵憑實力帶貨,京東618靠誠意賣貨

被稱為“國民級“應用的快手平臺,日活突破2億。在這個“無頻不歡“的時代,短視頻市場已逐步成熟,用戶代表了流量和注意力,快手經過6年的發展,憑借自身的科技力量和平臺優勢,聚集了大量的網紅,其背后龐大的粉絲群體擁有著強大的銷售轉化實力。此次京東與快手合作,希望巧妙借助網紅老鐵們的影響力,為京東618主場不斷引流造勢,注入新的力量。

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