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TCL玩转不一样的《开心晚宴》,再创话剧营销新高度

2017-09-06 15:36:42   中国青年网

9月1日至9月3日,《开心晚宴》浸没式体验活动在北京喜剧院举办。超千人参与,活动现场气氛热烈,欢声笑语不断。一场高参与度、接地气的话剧浸没式体验活动拉开了 TCL2017话剧营销帷幕。

TCL与话剧携手同行,用三年的摸索尝试,通过多元化的营销手段建立与消费者之间的情感联系,有效延伸其品牌内涵。TCL在营销之路上不断创新,实现有趣、有效的传播,收获更多感动与共鸣。而创新的背后更是TCL对于娱乐营销趋势的敏锐洞察与执着的追求。

用经典陪伴成长

今年TCL将携手三部经典话剧《开心晚宴》、《仲夏夜之梦》、《莎士比亚别生气》,全情投入到话剧文化的推广普及,与观众一起体味不一样的有戏人生。

有戏即是有趣,这一次“解压大使”高晓攀化身“TCL有戏教主”,创造生活新思路,引领有戏生活新时尚。带领人们去发现平淡生活中的各种“好戏”,尽情释放自己的创意,更好地享受生活的乐趣。

现场一位资深话剧迷这样说道:“话剧里家电的植入毫无违和感,与剧情自然融合,不仅没有影响到剧情,甚至还成了现场的“小包袱”,很有意思。”

趣味的台词、生活化的布景更是让观众有了家的感觉。TCL坚持将话剧带到二三线城市,将一种全新的生活方式进行推广。品牌用多年的悉心陪伴,打造属于我们的品质生活。

用创新延续活力

《开心晚宴》映射的是当下热门的关于家庭信任与忠诚的话题,会引发观众的强烈共鸣。话剧表演在相对封闭的空间里,方寸舞台演绎人生百态。TCL利用贴合剧情的台词、产品植入让话剧场景更有生活味道。这样有温度、零距离地接触让观众与TCL的联系变得自然、紧密。这也是浸没式体验的魅力所在,TCL用浸没式的体验打破观众与话剧、品牌的隔阂感,拉近彼此距离,让话剧爱好者深入话剧的世界,也让品牌形象自然而然地植入到观众心中。

另一位观众则意犹未尽,他说:“之前看话剧进场前都是干等,这次还有活动,大家一起创意造句有点像头脑风暴。让我最开心还是能近距离接触话剧演员。这真是个难得的机会。”

浸没式体验带来的这种与众不同的话剧观感,让话剧变得接地气,有温度。源源不断地传递着TCL品牌年轻化、时尚化、国际化的新形象。

创意感动生活的TCL用话剧营销证明了自己的态度,话剧营销是TCL把握时机、积极响应国家政策,在热火朝天的娱乐营销大环境里,保持理性,秉持开放多元的品牌态度,开辟出的差异化娱乐营销新道路。话剧的文化属性将TCL的品牌符号植入话剧文化消费过程中,让TCL产品和话剧文化产生直接关联,打造个性化品牌联想,提升TCL品牌形象。

话剧营销势必成为支撑TCL品牌转型升级的新支点。自本次活动起,TCL将携手三部优质话剧走近民众,在全国范围掀起话剧的饕餮盛宴。

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