1、Stride Mint Angry Bird Digital Campaign2016.2.17Comments of Last RoundDigital Idea怒放大招 酷爽一下Cool Hit,When Life Gets HotKEEPMobile idea戒怒所Mint Cooling LabMedia Co-opDidi appIMPROVEEngagementTrigger consumer to play andshare the activityMedia platformClarify the role of different media platform in the 2、campaignCool Hit,When Life Gets Hot怒放大招 酷爽一下Media platformIP-Angry BirdCampaign FrameworkCreativePlatformDigitalIdeaAssets16-24 young peopleTargetSupportLeveragfeEngage3 MUST WINS FOR A SUCCESSFUL DIGITAL ENGAGEMENT MINT COOLING LABMotivation to participateMotivation to shareFully leverage platformM3、obile Engagement戒怒所“I LOOOOOVE THESE ANGRY BIRDS”“I WANT TO BE RELEVANT WITH THESE ANGRY BIRDS”“WHICH ANGRY BIRD I AM?”“WHICH COOLING HIT WORKS FOR ME?”“I CANT WAIT TO LET MY FRIENDS KNOW MY RELEVANCE WITH THESE ANGRY BIRDS”IM SMART /IM CUTE /IM TRENDY /IM FUNNY Strong motivation from IP-angry birdE4、NDLESS QUEUETICKET SOLD OUTPHONECALL BESIDE MEFEET BEHIND MEWAIT FOR GIRL FRIENDBLOCK BEFORE MEStrong motivation from relevant occasionFully leverage media platformBRAND ASSET-ANGRY BIRD ONLINE TICKET BOOKING MOVIE BOOMBig MovieMedia PlatformYoung Movie Fans3 MUST WINS FOR A SUCCESSFUL DIGITAL ENGAG5、EMENT MINT COOLING LABMotivation to participate-Connection with AB-Occasion relevance-IncentiveMotivation to share-Show off connection with AB-Show off cool attitude to the angry situation Fully leverage platform-Bond with AB closely-Young people love-Easy to be integrated with wechatMobile Engageme6、nt戒怒所Entrance via wepiaoStep 1Get traffic from wechat and wepiaoMobile EngagementMint Cooling LabInput pin-code to win tickets directlyPlay to find cool down hitChoose the way to playStep 2Step 3忙到电影看不鸟排队取票受不鸟观影等人受不鸟Everyday OT,Another movie ticket wasted.Still waiting for girlfriendWhen the movie h7、as already started.Feel blew up in a line,Just like the bombing birdTest your angry situation and find your angry bird type哪种鸟样子？Which bird style are you in?Step 3.5Feed the angry bird of your type with mint in a 360 degree virtual scene to help it cool down喂它炫迈薄荷戒怒吧！Feed him mint to make him cool d8、ownStep 4Angry bird to show the big hit that make him cool down看我的酷爽大招！Check my cooling hit!Step 5User to share the cooling hit they learntfrom angry birds and warn the friends notto make them angry anymore in a joke way我会大招别惹我!I got cooling hit!Dont mess with me!USER FLOWTraffic from wechatTraffic 9、from wepiaoChoose the way inInput pin codeGet ticketsPlay the game to feed the angry bird represents you Learn the cool hitFrom the bird you feedShare the cool hit your learned to your friends3 MUST WINS FOR A SUCCESSFUL DIGITAL ENGAGEMENT MINT COOLING CABMotivation to participateMotivation to share10、Fully leverage platform Mobile Engagement酷爽专车Motivation:life gets hot when you cant get a taxiNOOOO TAXI！Leverage Didi Strong TA Coverage As Media Exposure To Build Brand Awareness And Drive EngagementLeverage Didi Platform And Smartly leverage Angry Bird Assets To Co-create Stride Mint O2O Experien11、ce With Product Trial(On The Cab)Co-create With Didi As Annual Marketing Golden Case To Drive Stride Mint BuzzTop 1 market share and covers the most cities in China with 30,000,000 open-through one day Mainly targeting Young Contemporary people enjoying life with high consuming ability,aged 18-35 ac12、tive users reaching 71%Didi taxi-hailing APP Intro Fully leverage platform to give the solution3 MUST WINS FOR A SUCCESSFUL DIGITAL ENGAGEMENT MINT COOLING CABMobile Engagement酷爽专车Motivation to participate-Connection with AB-Strong incentive-Issue drivenMotivation to share-Incentive-Share the soluti13、on to friendsFully leverage platform-Bond with AB closely-Provide solution-Easy to be integrated with wechat分享我的怒放大招One Button Call The“Stride Mint”CabChoose Your Pick Up Location&DestinationCooling Down With The Special Stride Mint OfferWin Free Ride With Stride Mint Pin CodeEnjoy your free ride an14、d take a Mint trail In The CabShare your cooling experienceEnd April May June WEPIAO*CO-OP ENGAGEMENT MOVIE OCCASION ENGAGEMENT&CONTENT SHARE DIDI*CO-OP ENGAGEMENTTAXI OCCASION ENGAGEMENT&INSTANT TRIALFULLY INTEGRATE WITH SOCIALOCCASION /ENGAGEMENT /TRIAL&REDEMPTION /SHAREMASS TARGETBASEDONCORETARGE15、TPINCODE REDEMPTION Movie Tickets/Game Props/Others*RECOMMEND DIDI CO-OPWEPIAO CO-OPCool Hit,When Life Gets Hot怒放大招 酷爽一下Campaign MapWHICH ANGRY BIRD ARE YOUIP CHARACTER MATCHING TEST测测你是哪种鸟人？#鸟人怒现原形#，我果然是红鸟，最受不鸟等等等，吃一把炫迈小药丸压压惊。Social Angle#1 TestWHATS YOUR COOLING HITOFFICIAL ACCOUNT KEEP RELEASING NEW COOLING HITS#怒放大招，酷爽新技能get#炫迈 V今日大招，电影开始半小时女朋友还没来，怒气忍忍忍忍忍不住怎么办，炫迈君只能帮到这里了。#怒放大招，新技能get#Social Angle#2 ContentSTRIDE TAXI STRIDE MOVIE STRIDE COOL#坐专车看电影怒爽一下#炫迈 V打不到车找炫迈小鸟，想看电影找炫迈小鸟，小药丸只能帮你到这里了。Social Angle#3 IncentiveTHANKS!