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特赞案例|饿了么 x 汉堡王 x KEEP,这届联名海报很哇塞!

Tezign 特赞 2024-05-06
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梁玟玟 自由撰稿人 关注
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案例评分: 9.6 分 / 共5人评分

就在上周,有一场“意料之外、情理之中”的跨界联名活力上新 —— 饿了么小蓝盒、汉堡王、KEEP三方联动,运动与美食邂逅碰撞出不一样的火花!活动上线后,迅速在小红书、微博等社交平台掀起互动热潮。


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汉堡王 小红书截图


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背景


恰逢汉堡王「金枪鱼芝牛堡」新品上市,高蛋白低脂肪的属性适合增肌、减脂人群;饿了么小蓝盒发起联名活动,将KEEP这一“健康运动”搭子和汉堡王“健康饮食”搭子串联起来


人群


聚焦健身人群,和想开启健康生活的泛人群;建立目标人群对于新品汉堡是“健身搭子”的认知,吸引更多用户在活动期间上饿了么搜索、下单。


联名玩法


练完能吃:活动期间,在上海、北京等6个城市,上饿了么搜索“健身搭子”,可得新品汉堡买一赠一,和此次联名的定制周边—— 小汉堡计数跳绳,把“汉堡王放心点、健康吃练放心减”的 slogan 具像化

吃好再练:登录Keep,加入联名增速挑战赛,达到热量消耗后还能收获定制热量奖牌




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很开心能与饿了么携手,承接这次有趣、有料、有意义联名活动的social海报 拍摄+设计!


这次联名主打一个健康吃练低负担,所以画面整体的调性上,我们通过光影配色、模特的服饰、表情、动作,综合呈现出真实温暖、积极向上的阳光感。(细节到每一位模特的妆发!)


拍摄场景就选在了运动场,让“边吃边练”这句口号具像化,也能让用户有更强的代入感


模特的运动服饰上也下了一番小巧思,应用了饿了么和汉堡王的代表色 —— 蓝色与橙色搭配,撞色和谐又亮眼(就像这次的联名一样)


人物状态上,我们想呈现出带运动感的pose,又有自然开心的情绪融入。

运动是痛苦的嘛?不!运动是快乐的,既有超可爱的汉堡跳绳,练完吃健康汉堡也不觉得有压力!


那么话不多说,一起来看看最后的成品海报吧!(阳光感要溢出来啦☀️



A说:走啊,去跳绳

B说:走啊,吃汉堡

我说:走啊,上饿了么俩都有!


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看,是谁拥有了限定小“堡”贝

哦,是我啊!


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汉堡好吃,一吃一个高蛋白

跳绳好玩,一练一个不吱声


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现代人类发现了

古希腊掌管联名的神!


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这期的分享就到这里了,小编也要去运动啦!

如果屏幕前的你,想定制、拍摄同款social海报,欢迎随时联系我们!


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相关信息

品牌

饿了么

数字营销

Tezign 特赞

第三方(制作等)

Tezign 特赞

所属行业

互联网

形式类别

影视

所在地区

中国大陆

时间

2024-05-06
注:本文系广告门企业用户授权在广告门平台发表,内容仅作为该用户观点,不代表广告门立场和观点。

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