Direct network December 3rd news (Xinhua fashion) November 26, 2015, Sohu world marketing conference held in Beijing. MaryKay China with the "love natural kiss fashion concert" won the best cross media integration award, the project has also won the 2015 China advertising the Great Wall Award for the marketing communications award.

It is understood that the award is by industry experts through professional and authoritative marketing analysis, from this year's network marketing case, the selection of a representative case for recognition. This year is "Mary Kay love natural kiss fashion concert" held in the third year, the concert invited idol and Mary Kay 20th Anniversary Theme Song "due to changes and beautiful" singer Kimi, dolphins sound Prince Wang Lixin, creative talent Cheng Huihong cheer to join, for the audience sing enjoy occurred in them "for change and beautiful story. This concert with the previous activities, in the cross media integration and mobile marketing has a new attempt.

Cross media integrated marketing information effective communication

2015 coincided with the Mary Kay (China) the 20th anniversary of the establishment, brand in order to it at the beginning of the year brand songs "for change and beautiful" and in the early stage of the concert, launched the MV of the same name, in reference to music session of the way of song and MV of viral marketing, the Mary Kay beauty of the declaration with classical dance is deeply rooted in the hearts of the people.

In the warm-up stage of the concert, the use of HTML5 technology for users to show a luxury concert star lineup, users in the H5 page click on the "start to grab votes" button, you can grab a ticket, but also have the opportunity to get a beautiful gift. Line on the page on the same day to create the event more than 100000 users to grab votes at the same time, a simple and convenient way, and the star of share music and fashion and trip attraction participation, this event appear helpful. Activities that day, from the national level, television, network, video media reporter initiative to contact the organization and actively participate in the activities of the report; activities late, in addition to the major media coverage of the event, the video media and SNS media users, fashion people's initiative and the two spread, but also greatly enhanced the follow-up influence, real MaryKay brand Gao Baoguang, enhance public awareness of MaryKay brand public.

Mobile marketing new attempt to be popular on the live broadcast

This concert uses a three-dimensional multi platform broadcast mode, the Sohu client and MaryKay official micro channel account MaryKay China to the concert broadcast live, and in the field set up a micro channel lottery game, forming a O2O online and offline closed-loop transmission. In just one hour, Sohu client Mary Kay China Public micro platform, attracted a total of 5,.512 interact, the forwarding capacity of 10864, microblogging topic # Mary Kay love natural kiss fashion concert # reading quantity more is reached 6.068 million! On the day of the event a total of 21 people in Sohu client watch live, Tencent video on the day of the event reported as high as 365024 times.

MaryKay "for change and beautiful LOVE natural KISS fashion concert" this case through the IMC integrated marketing approach, multimedia, cross platform, cross screen interactive, 360 degree full range of key promotion, for the public to show the color and sound of the wonderful collision, so that the audience to accept more innovative, interesting expression. 3

(original title: MaryKay was awarded 2016 Sohu world best cross media integration Award)

Editor: Xiao Qin

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