Shulou(Shulou.com)11/24 Report--

Towering mountains were at the top, and steep rocks were at the bottom. At Songzan Baiba Camp at an altitude of more than 3000 meters, you will have a thrilling and exciting climbing competition with hundreds of Felada friends. You will devote yourself to the natural mountains and feel the charm of outdoor sports.

This is a colorful egg activity with the theme of "cliff phone booth" launched by Huawei Mate60 series in conjunction with Xizang, Tibet, on this year's Little Red Book Outsiders 'Day. After climbing up the Flying Lada Rest Point, participants will make their first satellite call at Huawei Mate 60 series cliff satellite call station to experience this far ahead "outdoor artifact".

City Walk is crowded.

Why don't you turn around and head for the mountains?

Last year, the Little Red Book Outsiders Festival set off an outdoor craze on the whole network, bringing hard-core outdoor activities such as Luya, cycling, Frisbee and waist flag into the public eye, and inviting a group of outdoor stars and people to join them, unlocking a variety of outdoor play methods with the attitude of "fancy landing on the island."

This year, Little Red Book will shift the core from outdoor sports to sports themselves, with the theme of "Go outdoors, nature has the answer," focusing on the mountains, going to the mountains, and selecting Songzan Baiba Camp located in Xizang Linzhi as the main offline activity position of this Outsiders Festival. Through a series of fancy mountain actions, invited guests can explore the outdoor experience in an all-round way, aiming to circle powder target users with more native and wild outdoor expression.

It is worth noting that City Walk has not been less popular this year, and another version of "Walk""Mountain Walk" is also quietly emerging. Mountain sports are more wild than city peace.

This time, the Little Red Book Festival online and offline all-round linkage, calling on people to walk into the mountain wilderness immersive experience outdoor charm. At the same time, in order to let more people fall in love with the outdoors and understand the outdoors, this outsider festival opens brand commercial cooperation for the first time, and uses brand sound volume to boost the activity and reach more vertical groups. And based on the common signal instability scenarios of outdoor travel, Huawei Mate 60 series is jointly created to create a "leading outdoor artifact" explosive marketing IP.

Spread fermentation by "far ahead" hot stem

Create a new experience of outdoor artifacts

Since its launch, Huawei Mate 60 series has maintained a high heat discussion about "far ahead". As the world's first popular smartphone to support satellite calls, Huawei Mate60 Pro provides great convenience for users in practical applications. This mobile phone can make calls and send and receive text messages without terrestrial network, allowing users to maintain smooth communication under outdoor conditions without signal, greatly improving the user's sense of security in the outdoor environment.

In today's era of "offline travel", travelers need a communication tool that is undisturbed and can report safety anytime and anywhere to meet their needs for close contact with nature. Huawei Mate 60 Pro's satellite call function undoubtedly meets this emotional need, allowing users to enjoy nature while maintaining contact with the outside world anytime, anywhere, and fully immersive outdoor freedom.

Little Red Book Outsiders Festival insight into this demand, online with "cliff phone booth" as the theme to build a user experience bridge, at the same time on the platform online "far leading outdoor artifacts" special page, efficient integration of official activities and high-quality content, convenient for small sweet potatoes one-stop understanding of activity content, help brands deeply occupy relevant entry concepts.

Multi-layer perspective outputs high-quality content

Brand formation Natural grass planting power

In order to stimulate user engagement and interactivity, the main activity H5 page sets up a series of attractive points tasks. Users only need to complete the specified punch card task, and they will have the opportunity to win rich prizes such as Huawei Mate 60 Pro mobile phone. This move not only increases the attraction and attention of the event, but also helps to enhance the brand's interactivity and form a natural grass planting force.

By participating in the activities, the sweet potatoes continue to produce more pictures and video notes with scenes and images, continuously heating up the activities of outsiders 'festival, attracting the attention and participation of more potential users, and helping the brand reach the vertical crowd.

The unrestricted, purer and security-oriented outdoor value proposition has received positive responses from many people who share their experiences and output high-quality content in topic positions.

In the view of outdoor talent @ Luo Xiaomo yuffie, you can take advantage of the holiday to hike in the mountains, get away from the Internet and tedious affairs, and enjoy nature. With Huawei Mate 60 Pro, satellite phone, SMS, location and activity track transmission can be realized during travel, which solves the problem of not wanting to be disturbed but also wanting to contact the person you want to contact during travel, and provides a sense of security for hiking to places with bad signals.

On the other hand, blogger @ Lillian also used video to record a "back-to-the-net trip" that avoided the flow of people on National Day and said to leave. In the mountains where there is no signal, Huawei Mate 60 Pro's satellite call function can add a security guarantee for travelers in no one's land, and at the same time share what they see with their families in the first place.

In addition, blogger @ Liu Xiaoer is not covered and @StellaSSj also uses Huawei Mate 60 Pro full-focus ultra-clear images comparable to professional camera lenses to harvest beautiful scenery blockbusters, which is worthy of being a "leading outdoor artifact."

These shared notes with different perspectives formed a high-quality content matrix centered on multi-layer KOLs during the activity, strongly spreading product power, and also letting users intuitively feel the concept of "exploring nature and finding answers to life" of the Little Red Book Festival, realizing the brand's natural planting of grass, and completing the strong breaking circle of this S + platform-level activity.

Platform, brand linkage upgrade

Look for more possibilities in outdoor scenarios

Through this marketing linkage, the satellite call function of Huawei Mate 60 series is further deeply rooted in the hearts of the people, enabling product planting and brand communication to be realized under more precise and focused scenarios. At the same time, the Little Red Book Festival also gains a wave of high-temperature long-term topic boost, realizing the expansion of online and offline outdoor communities, and allowing more people to enjoy the real fun of outdoor sports.

Seizing the tuyere of the times, Xiaohongshu upgraded "outdoor" to the first-level category of the platform, created a popular activity IP with "outsider festival" as the core, and combined with the brand to carry out in-depth marketing cooperation based on outdoor scenes, actively guided users to output resonant content, so as to feel the value proposition behind the activity, feed back the platform content ecology, and truly become a highly viscous user group that identifies with the brand concept.

From outdoor sports to outdoor itself, the platform successfully prizes the attention of pan-outdoor people through continuous insight and marketing. It is not difficult to predict that under the pursuit of unlimited value proposition in life, the outdoor IP of Little Red Book will continue to explore innovation in concept, content and creation, bringing new examples to brands and industries.

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