Recently, as a medium and large urban luxury SUV Volkswagen imported car Touareg, jointly with the Himalayas to open the wild sound camping season theme activities, through the camping guide "Exquisite Camping Guide", white noise theme listening list and three offline sharing activities, invite friends who yearn for the beauty of mountains and rivers, capture the vast sound of nature, and cross the mountains with Touareg, towards love and hope. At present, the total exposure of the Himalayan wild sound camping season theme activities has exceeded 87.96 million.
At present, fast and safe peripheral tours and self-driving tours have become the first choice for people to "escape from cement forests and get close to nature". In the tent under the canopy, a cluster of bonfires, a few bottles of beer, a cheering barbecue, and the indulgent chat of three or five friends make camping the hottest outdoor leisure lifestyle of the moment.
Gather camping strategies and natural wild sounds to ignite the atmosphere of brand activities
Himalayas have become a fermentation ground for #camping hot topics with podcast content and interactive forms that are close to the fashionable lifestyle of young people today. Himalaya cooperates with the Volkswagen imported car Touareg brand, integrates the content co-creation of brands, platforms and users, and provides a practical "Exquisite Camping Guide" for the whole network with online and offline theme activities wild camping season, and a series of theme activities allow users to feel the brand belief that Volkswagen imported torosses accompany drivers and occupants to calmly take charge of the journey and move forward in the journey of life.
Produced by the Himalayan Camping Pioneers, consisting of six podcasts, Including Ritan Park, Heaven and Earth Useless, Fit4life, Beer Bureau, Limited Ability Radio, and Grand Tourer, the Himalayan Camping Pioneers explore camping topics from multiple perspectives: from how to set up tents, cook camping delicacies, decorate campsites, how to choose camping tools, camping fun facts, practical tips for RV self-driving, to what is the difference between Chinese and Japanese camping cultures, internalizing Dazhou's Burning Man Festival... Whether it is a mild trend of planting grass or a heavy camping enthusiast, the personal experience shared by the anchors allows users to "not move, the heart is far away", and the full camping atmosphere is set off between laughter and conversation, and the expectations of travel are full.
Himalaya, which has a large amount of self-made content, IP and white noise, has joined hands with Volkswagen imported car Touareg to create a camping white noise listening list. Capture the rain, cicadas, firewood, waves of nature outdoors... Audio, here with its unique presentation charm, opens the parallel world belonging to nature in the user's ear and escapes from the urban cement forest.
Volkswagen imported touareg and Himalaya use the sound of nature to shorten time, space and distance, and package the camping guide full of dry goods and the immersive "Wild Voice" into the wild sound album of the wild camping season, and users can listen to it with one click. Himalaya uses a combination of exquisite camping guides and sound entry to awaken the public's yearning for camping, and at the same time, the platform detonates various topics of camping in an all-round way, and the brand image of Volkswagen imported car Touareg rushing to the mountains and seas and going steady and far away is subtly deepened.
Multi-interest circle layer podcast marketing, accurately covering the brand TA population
Successful brand marketing is never easy in the highly competitive automotive industry. This time, Volkswagen imported to the Touareg seized the outlet of podcast marketing and launched the wild sound camping season in cooperation with Himalaya, in addition to content creativity, it also condensed the accurate grasp of crowd insight, as well as the advantages of Himalaya's massive audio platform and the unique podcast marketing value.
Himalayan wild sound camping season as a wonderful podcast marketing, based on data science support, adapt to the linkage of brands and podcasts, invite broadcasters to observe the bureau, walking backpack, Su Fat take you to see the world to produce three customized programs, the anchor fan portrait and Volkswagen imported car Touareg target group of high fit, the current listeners listening to the series of podcast listeners, 34 years old or older users accounted for more than 50%, mainly distributed in first- and second-tier cities, with considerable consumption power.
Audio is different from the sensory stimulation brought by vision to the user, with a unique emotional connection and companionship. Sleep assistance before going to bed, companionship in commuting scenes, and media bridges in driving situations all make audio different from other media forms, bringing users a quiet and comfortable environment in a solitary environment. In this "Exquisite Camping Guide" with voice communication, through the linkage of multi-interest circle anchors, the camping topic that is closely integrated with product characteristics is created, and the selling points and brand concepts of Volkswagen imported cars Touareg are silently entered into people's hearts.
Himalaya precision marketing, for the target group of Volkswagen's imported car brand marketing, delivers the content of the wild sound camping season to the ears of users who have cars and camping enthusiasts, and delivers products through the marketing mix of golden resources such as home page information flow, home page search, home page button and a variety of cool animations, and accurately exposes them at the first time. Let the wild camping season theme event have a total exposure of 87.96 million effects.
Podcast + camping social, offline gameplay to help brand communication
For this wild camping season, Volkswagen imported cars Touareg and Himalaya to design more than one ingenuity. As a new integrated marketing method, podcast + camping allows anchors and fans to meet out of the studio and meet offline.
Himalaya has designed 3 offline immersion salons with different themes, so that fans who love camping and dating have the opportunity to communicate and interact with 3 Himalayan head anchors and 3 camping celebrities in Taiyuan, Chengdu and Guangzhou, bringing a very full camping sharing meeting for users who love camping, and a lot of camping strategies and dry goods.
Volkswagen imported the Touareg 4S store as a "camping good" and "camping guide demonstration props" meeting venue, the audience can test drive the Touareg on the spot, so that Touareg in the scene experience of the goodwill bonus.
At the Taiyuan Station of the Online Sunken Immersion Salon, documentary filmmaker Cao Rongqian and Himalayan travel anchor Dajiang Surprise parachuted into Taiyuan Station to share the wonderful camping experience and bring a large number of practical dry goods and suggestions to the novices of the first camping.
At The Guangzhou station, the domestic veteran outdoor trend player Jian He (there is a ghost) talked to the Himalayan travel anchor Su Fat, 20 years of outdoor experience, sharing the camping safety knowledge that everyone must know on the spot, so that every camping can go home safely.
In Chengdu Station, Heima Ace anchor and face value are responsible, and many program anchors such as "Very Slippery Period" and "Human Observation Bureau" are good. Talking to Zhang Xiao, a well-known photographer, he shared a list of camping equipment that everyone can learn on the spot, and taught users to shoot camping blockbusters with their mobile phones.
The content of the offline sharing meeting is retained in the audio album of "Wild Sound Camping Season" titled by Touareg, as a precipitate of brand content assets, forming the long tail effect of this event.
Audio marketing has become a new trend in automobile marketing
Volkswagen imported to The Touareg and Himalayas to create this wild sound camping season, bringing together online and offline audio theme series activities, the Touareg "luxury and sports" model selling point and "the pursuit of excellence" brand spirit, through this sound and scene intertwined theme activities to show the full range.
As early as 2020, Volkswagen Imported Cars cooperated with Himalayas. Himalaya and Wu Xiaobo customized a single audio program, Wu Xiaobo expounded the future development of the automotive industry through 3 major viewpoints, explored the way to break the growth of the automotive industry, and seamlessly linked import mass communication themes at the content level. This cooperation has brought more than 4,000 groups of valid user information to the brand, achieving a combination of product and effect.
As more and more car brands cooperate with Himalaya, they have demonstrated to the market the commercial value of audio that cannot be underestimated. With a large owner user base and the accompaniment of audio media, Himalaya has become the first choice for cooperation in the automotive industry. At present, it has carried out in-depth cooperation with Tesla, Cadillac, Audi, BMW, Lincoln, Ford, Wuling and other well-known brands.
In 2021, the average monthly active users of Himalayas will be 268 million, and the number of monthly active users of the Internet of Things and other open platforms will reach 152 million. According to the "2021 China Online Audiovisual Development Research Report", the user penetration rate of Himalaya reached 67.1%, firmly occupying the position of the first echelon of the online audio industry. It is believed that in the future, Himalaya will also work with more brands to jointly lead the vigorous development of the "ear economy".