Digital and intelligent creativity: subway media leads a new era of brand marketing
2024-08-15
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With the rapid development of digital outdoor technology, subway media is reshaping the brand marketing landscape with unprecedented integrated marketing power. With its unique scene advantages, precise audience positioning and innovative interactive forms, subway media builds a bridge connecting the audience for brands. In the current fiercely competitive market environment, subway outdoor media integrated marketing has undoubtedly become an important tool for brands to break through the siege and achieve differentiated competition, stimulating the infinite possibilities of brand marketing.
Beijing Subway Guomao Station, McDonald's "88 Golden Powder Festival" subway creative advertisement released
Programmatic Digital Out-of-Home Media Trading Platform:The golden channel for precise reach
The introduction of programmatic digital outdoor media trading platforms has given new life to subway advertising, a traditional outdoor media. As a pioneer in subway media, Beijing Metro Tongcheng has accurately grasped this trend and joined hands with McDonald's to successfully launch Beijing subway electronic screen media using programmatic technology during its two brand events, "10 Yuan Burger" in May and "88 Gold Powder Festival" in July, with over 15.8 million exposures. The intelligent algorithm of programmatic technology is used to achieve in-depth insight into the target population and efficient reach. Whether it is the elites shuttling between business districts or community residents on their way home, they can accurately receive McDonald's brand event information at the most appropriate time and place. This unprecedented precision and flexibility allows every marketing investment to be transformed into real brand influence.
During the morning rush hour on July 31, the 84-inch electronic screen at Yong'anli Station of Beijing Subway
Creative marketing ignites the city's passion
In July, with the arrival of McDonald's "88 Golden Powder Festival", the brand's cooperation with Beijing Metro Tongcheng was upgraded. At Beijing Metro Guomao Station, a landmark station in Beijing, McDonald's created a visual and interactive subway creative feast with its impossible "folding" theme picture. In this exclusive space created for brand fans, the star package discounts on the flip device not only attracted the attention of passengers, but also stimulated their enthusiasm for participation. In the check-in area set up for passengers, star products such as hamburgers and French fries were magnified several times. The cute shape attracted a large number of passengers to take photos and share the joy and discounts of McDonald's fans on social platforms, which quickly converted into online traffic.
Beijing Metro Guomao Station
Online and offline integration to build a comprehensive communication matrix
In order to further expand the influence of the event, Beijing Metro Tongcheng carefully planned the online marketing campaign #88金粉节地铁打卡爆奖品#. Through popular social platforms such as Weibo, WeChat, and Xiaohongshu, the event quickly became popular and attracted the attention and participation of a large number of netizens. The deep integration of online and offline not only increased the exposure of the event, but also made McDonald's "88金粉节" deeply rooted in the hearts of the people, realizing a perfect closed loop from cognition to purchase.
Integrated marketing, empowering brands to take a new leap forward
From the first attempt in May to the full outbreak in July, the cooperation between McDonald's and Beijing Metro Tongcheng not only demonstrated the huge potential of programmatic digital outdoor media, but also brought unprecedented marketing results to the brand. Through precise positioning, creative marketing and online and offline integration, a full-scale, multi-level communication matrix was successfully built, achieving a significant increase in brand value. At the same time, it also set a new benchmark for Beijing's outdoor advertising industry, heralding new trends and unlimited possibilities for future brand marketing.
