is on full fire, with more power! Since the official launch of the 2023M ALL
STARS International Dance Competition exclusively sponsored by Power Train in May, a total of 18 provincial-level competitions have been held, with nearly 20,000 dancers participating. The finals concluded with excitement on August 25. As the exclusive title brand, Power Train was actively exposed online for a long time during the event, initiating global topic welfare interactions; the offline exhibition area installations strengthened the tie with the event and broadened the young consumer group. The dual channel efforts have driven the continuous increase in brand potential, sales and event popularity, creating a cool late-summer dance feast for everyone.
As of the deadline, the total exposure of the MAS event exceeded 747 million, the total reading of the Power Train topic exceeded 270 million, the discussion was 55,000, the number of interactions was as high as 412,000, and the total offline coverage exceeded 1.28 million, promoting the success of the brand concept and activity connotation of Power Train "Out of the circle" effectively conveys the value proposition of encouraging everyone to be themselves freely and play differently.
Online multi-field interactive power, deep into the hip-hop circle
In an era when young consumers are increasingly pursuing value recognition, Power Train has targeted the MAS International Dance Competition, which has the same interests as the brand spirit. The brand's concept spirit of "playing different", accompanying and encouraging young people to freely pursue their dreams and play with different values, are highly consistent with the MAS concept of calling on dancers to be their own icons. Based on this spiritual consensus, Power Train continues to deepen and deliver brand value through multi-channel communication.
From the official announcement of water storage in the early stage to the station competitions where the influence continues to rise, Power Train closely follows the popularity of the event and distributes eye-catching previews and releases exciting reviews on Weibo, Xiaohongshu, WeChat and other social media platforms. It deepens fans' perception of the deep connection between the brand and the event, and also strengthens the brand momentum during the competition through intensive content touch points.
In order to leverage the perception of more target audiences during the peak period of the finals, Dynamic Train and MAS planned and launched "Looking for the Next Icon", a hip-hop hip-hop documentary. The self-attitude expression of young dancers penetrates the brand proposition and sets up a new communication channel for the brand spirit. context. As the documentary planted the anchor of "be your own icon" for more people, Power Train took advantage of the momentum to launch national tasks and interact with the fan circle with the help of event sponsor Zhang Yixing, and continued to be active in front of the public. It can be seen from the extremely high popularity of #powertrainmallstarsfinals that a circle effect has been formed, with fans of events and artists as the main body, radiating to more general-interest users.
The linkage of multiple offline gameplays enables sales growth
In addition to online traffic and content layout, offline competition system placement and interaction also inject new vitality into crowd connection and terminal sales. The total offline coverage of the entire event exceeded 1.28 million, and the offline attendance of the sub-station competitions exceeded 180,000. It not only accumulated a large number of assets for the brand's target groups and grassroots people, but also further guided the cooperation volume to the product mind and empowered offline terminals. sales and achieve product-efficiency synergy. During the
sub-station competition, Power Train integrated the brand's cool genes with the MAS program proposition, customized the on-site layout, strengthened the brand memory points, and superimposed brand buffs for an immersive look and feel; it also specially customized the crew
battle competition system to customize unique events for the players. A set of brand awards and awards also cleverly penetrates brand information in all aspects. At the same time, multiple offline terminal stores jointly launched the "free direct access to the finals for on-site interaction with a full purchase" activity. Driven by the cooperation of multiple parties, it stimulated the purchase conversion of grass-growing people in offline terminals and greatly broadened the consumer group.
In order to seize the opportunity for people to flow outside the finals, Power Train arranged a variety of check-in methods such as slogan walls, atmosphere installations, and interactive surprise-win peripherals at the site. A large number of spontaneous people flowed in to check-in, successfully absorbing the popularity of the event, and then feeding back to the brand. Potential energy and reputation building. The "overwhelming" brand information exposure in the finals venue, coupled with the cleverly embedded gameplay in the event, allowed the audience to immerse themselves in the wonderful summer dance night brought by Power Train and MAS.
On the road of exploring the strategy of rejuvenation and upgrading, Power Train is constantly opening up new circles including hip-hop, music, social networking, trendy entertainment, etc.It is not difficult to see that Dynamic Train knows how to use its own brand values ​​and concepts to grasp the interests of the target audience for marketing layout and influence penetration. The continuous occupation of young people's minds will also win unlimited imagination space for the brand and light up new routes for business growth. .
