I'm Jiang, a media reporter.

On the evening of February 2, 65438+KLOC-0/,the highly anticipated "20 14 Jiang Wine Meeting" was held in the Golden Hall of Chongqing Foreigners Street. Innovative social activities have attracted thousands of consumers to watch and participate. This is the third wine date held by Jiang Xiao Liquor Industry. At every meeting, the practice of Jiang Xiao Liquor Industry can become a hot topic in the marketing field that year, and it is imitated by major liquor groups.

As a small liquor company, how did Jiangxiao Liquor create this annual event again with brand-new ideas and technologies?

Internet phone photographer

Photographic materials are the first-hand authoritative materials for the promotion of activities, which can spread the scene to the Internet in the most intuitive and detailed way. In terms of cooperation with photographers, Jiang just posted an invitation letter and related information for the reception in the online community, which immediately attracted dozens of photographers who are well-known in the field of amateur photography.

Meet multi-party value needs

The official of the conference provided conditions for the photographers' alliance to obtain materials, and the photographers' alliance could get high hits by publishing relevant photos. The two sides have realized their respective values in tacit cooperation, which is a sustainable win-win cooperation model.

Instant fan experience

Thousands of people continuously publish information about the wine conference, which is a great test of communication. In order to meet the needs of fans to share Weibo WeChat and photographers to send photos in time, Jiang set up a communication car to minimize the unstable factors of data transmission.

HTML5 pioneer

As a young liquor company, Jiang has been at the forefront of the industry in using new Internet technologies. When HTML5 became the focus of the industry, Jiang took the lead in applying it to the official announcement and WeChat publicity of this wine conference. The communication effect and fan experience brought by this new technology is also a major feature of this wine conference and has become a hot topic in the industry. In 20 14, Jiang Xiao Liquor once made You at the Same Table and Never Say Goodbye popular in Sichuan and Chongqing. In a hurry, Jiang Xiao Liquor cooperated based on its local influence. In terms of content, the two sides no longer focus on advertising and sponsorship, but develop the value of movies in other aspects through more cross-border cooperation. In Sichuan and Chongqing, the win-win marketing of film and Jiang wine industry saved a large part of local marketing investment for the film festival, and the film helped Jiang brand to be gilded. Both have their own needs and complement each other. In addition to attaching importance to the "youth" and "literature and art" elements of Jiang Xiao wine industry, the film relies more on the extensive coverage and strong execution of Jiang Xiao wine industry. It is understood that at the beginning of the film's release, 654.38+10,000 movie posters covered almost all restaurants and supermarkets in Chongqing within two days, nearly 1,000 Lou Yu advertisements were installed in major residential areas and office buildings, and huge subway advertisements also entered subway stations. Outdoor big names appeared on both sides of the road for the first time-Jiang's execution can be seen.

In the age of younger age and more and more attention to regional characteristics, the film industry can't turn a blind eye. A producer of Chongqing Film Industry said: "As far as the promotion of" In a hurry that year "in Chongqing is concerned, tapping young people's preferences, tapping Internet publicity channels and carrying out localized marketing with Jiangxiao Liquor Industry are the three major factors that make the film successful in Sichuan and Chongqing. In the future, the film industry should also develop in this direction. "