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浦发信用卡宣布杨洋担任全新形象代言人

2017-08-17 14:36:49   中国青年网

现如今,当谈到偶像文化、明星效应甚至是以IP为核心的泛娱乐概念时,另外一个词就会如影随形的跃入脑海,它就是被现代互联网市场津津乐道的“粉丝经济”。伴随着人们对文化、娱乐等需求的改变,以及中国娱乐产业的高速增长,让本就众口难调的粉丝口味更具个性化。而明星IP作为泛娱乐产业中连接和聚合粉丝情感的重要构成部分,备受众多品牌关注。

如何圈住年轻粉丝是所有品牌都需要考虑的命题。对浦发信用卡而言,这一命题或许早已有了答案。近日,浦发信用卡牵手杨洋担任全新形象代言人,首批推出两款精心定制的杨洋粉丝主题信用卡,每款卡面上还印有杨洋的亲笔签名,引发粉丝的“尖叫情绪”,妥妥地圈住了一票年轻粉丝。记者了解到,杨洋与浦发信用卡的合作,是其首次为金融品牌代言。8月16日至23日,浦发信用卡为粉丝开放限时预售,成功预约杨洋粉丝主题信用卡的新客户,在正式发售办卡时将享受免卡面费的特权;成功办卡的新客户,更有机会获得杨洋生日会入场券,与他亲密互动;以及获取杨洋周边礼物等超级福利。

记者认为,品牌想要拉近与粉丝的情感距离,完成粉丝向消费者的转变,就必须与粉丝建立良好关系,调动粉丝积极性,最后达到良好和谐的互动。浦发信用卡牵手杨洋,正是利用粉丝对杨洋的“尖叫情绪”,促使粉丝自发聚合,对粉丝的情感借力使力,让品牌和产品信息无限被放大。同时,品牌和偶像的增值效应可以使粉丝对品牌产生购买情绪。

坦诚说,在深耕品牌年轻化的道路上,浦发信用卡称得上是业界担当。浦发信用卡以组合拳的模式,先后在音乐、视频、电影、动漫、游戏等众多年轻人喜欢的领域发布了多张联名信用卡,通过品牌“拟粉丝化”,创新互动方式,不断拉近与年轻人的心理距离。

分析人士则表示,做粉丝营销,核心的是要有一个和用户连结的点,只有持续的与用户发生关系,才能加深用户的印象。很大程度上,粉丝对偶像投入了极大的热情,由此从经济和文化上愿意投入更多的时间、金钱去购买与之相关的产品。此次浦发信用卡推出杨洋粉丝主题信用卡,目的就是让年轻用户“始于颜值、迷于产品、忠于品牌”,巧妙地玩转粉丝经济。浦发信用卡通过杨洋这一“粉丝兴趣点”聚集粉丝圈,增加了粉丝的忠诚度,及对产品的使用黏性,并进一步获取经济利益与社会效益。

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