品牌活動提案

UpdatedAugust20th,2015Presentedby:BrandEventProposal-ChinaEventMessagesFitbitempowersyoutoliveahealthier,moreactivelifewithproductsandexperiencesthatfitseamlesslyintoyourlifesoyoucanachieveyourhealthandfitnessgoals,whatevertheymaybe.FitbitChina’smissionistopromotehealthierandmoreactivelifeamongChineseconsumersProposedlocation:ShanghaiProposeddate: 28September,2015(Friday,TBC)Participants: 15-20FitbitFans(consumersrecruitedfromdigitalplatform)

400+media/journalists/editors(lifestyle,digital,sport,health,etc.)Proposedvenue: Premierlocationwiththeambienceoftech/lifestyle/healthyProposedprogram:ToannouncethepartnershipwithSuning,China’sbiggestretailstore,toprovideproducts/servicetomoreconsumersTodeveloparelaxingbutengagingenvironmentandprogramtowelldemonstratethespiritthatFitbitadvocatesThedemonstrationoftheproductsshouldnotbelimitedtotheirfunctionsbutmoreonhowthesefeatureshelpconsumersintheirexercisesandtrainingsandhelpthemtoachievetheirdesiredgoalsInvitetheprofessionalsandKOLstosharetheirexperienceleveragingFitbit’sproducts.Celebritywillbeleveragedtomaximizebuzz/publicityandword-of-mouth.Aninteractivesessionwillbearrangedduringtheevent,wheremediaandconsumerscantrydifferentexerciseswearingFitbit.EventSummaryEventTheme&KeyVisualCreativeconcept:Everyoneisfindingwaystoexploreahealthylifestyle.Onesimplewaytodosoisfollowingone’s“step”,whichiswalkingorrunning,towardsahealthyheartandcontinuethe“steps”to“findyourfit”withFitbit.ThethemealsosymbolizesthecooperationbetweenFitbitandSunningwhereby“we”(Fitbit&Sunning)is“followingconsumers’steps”;Fitbit&Sunninghasfoundtheir“fit”(win-winpartnership)toprovideproducts&servicessupporttohelpconsumers“findtheirfit”.EventRundownTimeItemsBywhomOn-stage1430-1500MediareceptionSPRG/PVVideoloop:Findyoufit+ChargeHRproductvideo+Consumerstreetsnapshotvideo+KOLinterviewvideo1500-1505PerformancetoattractattentionPerformerFlashMob/SilhouetteDance1505-1510eremarksbyMC,andintroduceVIPguests(celebrity/kols,etc.)MCKeyvisualScene1:‘FindyourFit’1510-1520FitbitIntroduction(company,product,industryinsights,etc)FitbitPPTpresentation1520-1530CelebrityShowproductsanddialoguewithFitbittohighlighttheuserexperienceandhowtheyfindtheirfitCelebrity+FitbitKeyVisualScene2:‘Let’sgetfit’!1530-1550Toletmoreconsumertofindtheirfit,thenannouncethepartnershipwithSuningFitbitKeyVisual1550-1600SuningrepresentativespeechSuningSuningPPT1600-1610FollowYourStepstoFindYourFit:Suning+FitbitpartnershipceremonySuning+Fitbit+celebrityGimmick1610-1625Trainers+celebritytoleadparticipanttodoexercisetogether:‘Let’sgetfit!’together!Trainers+CelebrityMusic1625-1630Ending:Findyourfit!MCFindyourfitvideoProposedStageDesignProposedOn-siteDecorationFLASHMOBSample:20Option1:FlashMob“FlashMob”

performance

amongallparticipantstodrawattentionasanopeningperformancefortheevent.The

dancers

will

be

wearing

the

fitbit

T-shirt.Option2:SilhouetteDanceLEDshowsSilhouettefiguresdoingsports,highlightingproducts.ThenthesilhouettestransittohaverealdancersonstageT-ShirtDesignSceneI:StreetSnapShotVideoConsumerssharetheirviewsabout“Whatisfit?“and“Areyoufit?”.Celebrityvideo+dialogueCelebritiestalkaboutFitbitandsharetheirviewsabout‘FIT’…SceneII:Suning&FitbitPartnershipAnnouncementVIPsplacetheirhandsonthescreenandthenaglowingheartwithheartbeatpulseindicatedonthescreen.Oncetheheartratereach135bpm…lightsgoonstagewithmusictounveilthepartnershipwithSuningSuning&FitbitPartnershipAnnouncement步調(diào)一致共赴雙贏20InteractiveSessionGymtrainerstoleadallparticipantswithinteresting,funandsimpleexercise.Trainer：EdisonFanMediaPlanTargettoinviteover400editors/journalists(broadcast,printandonline)fromlifestyle,fashion,sports,health,general,business,digital/IT,travelmediaTogeneratelivebroadcastontheeventontheirsocialmediaplatformsduringtheeventTogenerateextensivecoveragewithfocusontheeventandproductsaftertheeventwithaspanofabout2-3monthsProposedmediaattendancelistProminentcoveragetobeachieved…Samplecoverage…1P2P2PEstimatedKPI:-500+mediacoverage-Impressions>1,000,000,000-EEAV>USD1,200,000SocialMediaPlanWarm-Up

EventPost-EventAmplify

impact

:

Let’sGetfitPlatform:

HTML5

mini-gameOnsite

interaction:

Let’s

shake

shake

to

“find

your

fit”.Platform:WeChat’s

Shake

functionOfficial

Weibo:3

tweets

Official

WeChat:2

tweetsKOL

endorsement:

10

tweetsOfficial

Weibo:10

tweets

Official

WeChat:1

tweetKOL

endorsement:

20

tweets(on

site)Official

Weibo:3

tweets

Official

WeChat:1

tweetKOL

endorsement:

10

tweetsCreate

social

buzz

“Whereisyourfit”

Platform:

Weibo

mini-campaignGimmickFrequencySocialMediaPlan:Warm-upObjectiveCreate

social

buzz

“

Whereisyourfit?”Recruit

fans

to

offline

events

PlatformWeibo

mini-campaignMechanismThepicturesindicatingwherethefitisarehiddeninaseriesoficons.Clicktheiconstofindwherethefitis,sharethepostand@3friendsandwintheopportunitytoparticipateatFitbit’seventwithcelebrityandaprize.你最Fit是哪里？BodyIconsEachiconsindicateafittypeSocialMediaPlan:AttheEventObjectiveBring

offline

event

to

online

social

mediaplatformMaximize

the

impact

of

the

offline

eventbygeneratingoptimumsocialbuzz

PlatformWeChat"shakeshake”functionMechanismEncourage

attendance

to

use

“shake

shake”

to

find

the

article

“find

your

fit”

and

share

it

on

momentsandinvite

their

fans

to

“Like”and“Share”.Attheend

of

the

event,

fanswho

accumulatedthemostnumberof“Like”

willwinthegrandprize.Find

your

fitSocialMediaPlan:Post-event寧澤濤來電話了寧澤濤Objective:Amplifythe

eventinfluencewithpost-eventsocialbuzzCall

for

more

interaction

on

social

media

PlatformWeChat

HTML

5

pageMechanismDevelop

a

mock-upgame

wherebyNing

Zetao

call

to

invite

one

to

get

fittogether.At

the

end

of

the

mini-game,

there

will

be

a

lucky

drawentitlementtoparticipant.嗨寧澤濤好啊我們一起去健身好嗎？你喜歡什么樣健身？寧澤濤Fitbit“中國FIT起來”在上海啟動Diversifiedsocialmediacoveragetobeachieved…HOT

IDsWeibo&WeChatMediaWeChat,Weibo,AppKOLs’Weibo&WeChatEstimatedKPI:-Impression>700,000,000-EEVA>USD800,000BBSProposedSocialMediaKOLsNoPublicAccountCategoryBackgroundFansID（WeChat/Weibo)WeChat1一塊去旅行Travel一塊去旅行官方賬號

470,000TravelTV2吃葡萄不吐葡萄皮Creative&Lifestyle主打原創(chuàng)貓說段子，粉絲粘性高，閱讀打開率業(yè)界領先。

610,000ds39663萬萬沒想到Creative&Lifestyle正版萬萬沒想到！不是沒想到，而是萬萬沒想到！

300,000wanwan22b4Lily健身Fitness&Sport熱愛健身，熱愛生活，運動后的汗水，是我們最美的妝容

230,000lily-fitness5鎂女罩我去戰(zhàn)斗Fitness&Sport女性健康成長專屬自媒體

150,000keep-fit0016頂尖健身女子Fitness&Sport更專業(yè)的健身、塑身指導,微博@頂尖健身女子

240,000iijjsss7跑步心情Fitness&Sport有溫度、有態(tài)度，分享跑步知識，傳播運動精神，運動健康新媒體

280,000runfreerunhappyWeibo1偽少年K先生Fashion《VOGUE》,《ELLE》,《費加羅》等時尚雜志撰稿人K先生

295,850/u/1488577775?topnav=1&wvr=6&topsug=12反褲衩陣地Lifestyle媒體人，作家。代表作有《在不安的世界安靜的活》、《猴樣》等

483,356/masee3丹崔Fashion《GQ》China時裝總監(jiān)

122,342/cuidanyiyi4無時尚中文網(wǎng)Fashion無時尚中文網(wǎng)（）官方微博

39,859/nofashionnolife5薛之謙singer原創(chuàng)歌手

2,861,371/xuezhiqian6跑步心情Fitness&Sport分享正能量，跑步運動減體重，健康飲食知識。

3,432,991/2881033212/profile?topnav=1&wvr=57美女照我去運動Fitness&Sport愛生活，愛運動。分享健身和一些美好事物。

777,182/u/3034831705?topnav=1&wvr=5&topsug=18fitpicsFitness&Sport分享大量無水印健身勵志美圖。這里只有美好的身體。

170,540/fitmotivators?topnav=1&wvr=6&topsug=19lily健身Fitness&Sport分享健身視頻，無水印健身美圖，健身美食。

209,123/u/2951836594?topnav=1&wvr=6&topsug=110健康跑步指南Fitness&Sport專業(yè)跑步網(wǎng)官方微博

100,657/paobuzhinan?topnav=1&wvr=6&topsug=111羽毛球指南Fitness&Sport精選最專業(yè)羽毛球技術(shù)、資訊、周邊、裝備、選手、視頻、美圖！

76,525/yumaoqiuzhinan?topnav=1&wvr=6&topsug=112玩酷單車Fitness&Sport激動人心的單車新聞、趣聞、知識、資訊。

54,345/bicycool?topnav=1&wvr=6&topsug=113柯凡Fitness&Sport柯凡，男，1986年生。新浪NBA解說員，籃球評論員。曾與著名體育解說員張衛(wèi)平搭檔，目前任職于TOM集團。

1,159,186/kefan14古德猛安IT吐個槽網(wǎng)絡運營兼創(chuàng)始人互聯(lián)網(wǎng)及游戲行業(yè)評論員

996,873/20727270115行者橙子IT攝影師、新浪圖片名博博主、IT數(shù)碼撰稿人、策劃師行者橙子微博簽約自媒體

149,789/orangepart16恒洋同學Fashion歌手、時尚旅游博主，代表作《愛的天空》

1,921,586/u/180875824417shanghaiWOW!LifestyleShanghaiWOW!引導上海高端生活方式的終極指南。

199,957/u/1883809230?topnav=1&wvr=6&topsug=1ProposedBloggersNoTypeNameBackgroundFans1News新聞Internethotspotinformation互聯(lián)網(wǎng)熱點資訊SearchforfashionITtechnology,letyouenjoythelatesttechnologytrends搜羅時尚IT數(shù)碼、科技、帶你引領科技的潮流,現(xiàn)代化資訊的海洋2,270,0002News新聞Today'shottopic今日熱門話題Gatheringhotissuestounderstandtheheadlines匯聚大家今天最關心的新聞、熱門、新鮮事件，關注今日熱門話題，了解當日頭條新聞2,170,0003Fashion&Lifestyle時尚&生活Fun,popular,fashion,notstupid好玩,流行,時尚,不蠢不文藝~Introducefunction:Fun,popular,fashion,notstupid功能介紹:好玩,流行,時尚,不蠢不文藝~2,000,0004Entertainment娛樂Globalfunnylist全球搞笑排行榜Publishlatest,fashion,funnyinformationeveryday每日發(fā)布新鮮、時尚、搞笑、有趣信息3,080,0005Travel旅行Travelandfood旅行美食生活Publishtravelandfoodexperienceonaregularbasis定期發(fā)布旅行美食經(jīng)歷8,960,0006IT電子ITfashioninformationIT數(shù)碼前沿資訊TosharelatestITinformation數(shù)碼IT前沿資訊,與您分享IT數(shù)碼最新資訊!2,000,0007IT電子GlobalITtechnology全球IT數(shù)碼科技Shareusenotesoflatestelectronicproducts享最新最潮的電子產(chǎn)品心得,手機,電腦,游戲機!1,810,0008Sports運動Sportslife體育運動生活Sharesportsknowledge,sportsnewsandeverythingaboutsportsinlife體育生活運動那些事兒,知識科普,運動新聞,生活與運動一切相關事物1,960,0009Sports運動Globalhotsport全球體育熱點Collectionofglobalhotsportsnews,eventsforecastandcommentary全球體育熱點全搜羅,精彩賽事預告及解說,各類賽事新聞全播報1,200,00010Shopping購物Beerandskittles吃喝玩樂購SharethelatestandthemostabundantbeerandskittlesinShanghai吃喝玩樂購生活站,盤點最新最豐富,最有情調(diào)的魔都輕生活1,010,00011Game游戲Mobilephonegamemend手機游戲推薦ShowIT’slatestnewslikemobilephone,internetetc.每天分享最新IT、互聯(lián)網(wǎng)、移動互聯(lián)網(wǎng)、電子商務、手機、數(shù)碼、電腦、平板、游戲、iPhone、Android等行業(yè)第一資訊1,920,00012Health健康Healthinformation健康養(yǎng)生資訊Loveyourself,lovebeauty,lovehealth.Acollectionofhealthycommonsenseandsharelifeinformation愛自己;愛美麗;愛健康.匯集健康常識;分享生活資訊.1,900,00013Health健康Healthybeautyregimen健康丶美容丶養(yǎng)生Comparedwithotherthingshealthisthemostimportantthinginpeople’slife.身患疾病的人相比,健康強壯自然就是幸福;與遭受災禍的人相比,平安無事自然就是幸福.950,000KOLs/CelebrityNingZetao22-year-oldswimmingathleteinnationalteam1millionfansinWeiboTheBestMaleAthleteawardof2014CCTVMostpopularsportscelebrityafterwinningthe2015AquaticsWorldChampionshipsinKazanHealthy&sportystageimageKOLs/CelebrityMuqiMiya28-year-oldyogaguruinChina3millionfansinWeibo2010,ShebecamethegoodwillambassadorofChinaandAfricaYogaSummit2014,toppedthelistof“Tenwomenoftheyear”by“Self"magazine2014,win“themostfashionableself-media”awardsof“FWMAanniversarycelebration”whichhostedbythefamousfashionwebsite“”Alsocreatingthepersonalbrandnamed“Miyalife”whocouldbetherepresentativeofhealthandfashionlifestyleHealthy&sportyKOLs/CelebrityJinDachuan22-year-oldsinger-turned-director1millionfansinWeibo2010winthethirdplaceofChinesemodelcontest2012namedofthetop20modelsoftheyear2013participateoftheMilan&NewYorkrunwayfashionshow2014participateofthePradarunwayshowinMilanHealthy&fashion&lifestyle&fitTianYuan30-year-oldsinger-turned-director680,000fansinWeibo2001,shebecametheleadsingerofthefamousbandcalled“Hopscotch”whenshewas16year-old2002,publishedthefirstEnglishAlbum”Awishfulway"andfirstpersonalnovel"Thezebraforest”atthemeantime2004,filmedthefirstmovie"butterfly”inHK2005,ownedthebestactressofHKGoldstatusawardsHealthy&fashion&lifestyle&fitKOLs/CelebrityEdisonFanArisingstarinTVshows0.6millionfansinWeiboHostinTravelTV’smodalprogramGuestinseveralTVprogramsrelatingtofashion,lifestyle,sports,etcActorforTVCofNewZealandTourismBoardHealthy&fitMC/TrainerNote:Thebudgetisabenchmarkandwillbefinalizedaccordingtofinalrequirement.EstimatedBudget