2023年,年轻人带火了“特种兵式旅游”、“多巴胺穿搭”、“搭子”……年轻人的创造力从来不会让我们失望。年终岁末,他们又会用怎样的仪式感来记录“跨年”这一辞旧迎新的难忘时刻呢?
在今年的“双旦”期间,百度营销精准把握年轻人的消费市场,联合百度APP、文心一言、文心一格、百家号等多产品线流量资源,携手品牌客户慧择、聚通装潢、ROSEONLY诺誓、洛可可咨询设计、Apifox,特别合作上海南京路步行街,推出了“百YOUNG妙想纪”活动,诚挚邀请年轻人一起点亮妙想,共同创造一个充满节日气氛的狂欢时刻。
百度AI产品创新营销玩法,过节仪式感拉满
年轻人过节,主打一个“好玩”、“仪式感”、“有纪念意义”。
在线上,百度营销在百度APP和希壤mini特别打造百Young妙想纪主题双沉浸式体验会场。依托百度AI产品能力,打造了多种新奇、好玩的AI互动形式,实现人群深度互动。
▲文心一言妙想天开玩转双旦
在搜索会场首页,百度营销与文心一言策划了“妙想天开——AI带你花式玩转双旦”的互动板块。借助文心一言强大的中文理解能力及多模态生成能力,用户仅通过对话就能够生成一棵圣诞树、一张新年头像,还可以让文心一言帮忙策划一个活动方案、推荐浪漫的氛围布置方案、推荐餐厅等。天马行空、充满想象的体验为用户创造了各种独特的节日记忆,充分满足用户送礼、美食、休假、旅行多个场景需求。
此外,百度营销还携手AI艺术和创意辅助平台文心一格打造了AI新春创作活动——“寻龙计划”,用户可以通过文心一格AIGC创意定制龙年海报,仅需选择活动词包,就可以生成风格各异的充满创意的新年好运小龙形象,还可以分享龙年海报,邀请更多的用户参与体验,共同感受龙年的节日氛围和AI作画的魅力。
▲码上AI绘龙年赢惊喜好礼
在希壤mini百Young妙想纪主题会场里,沉浸式的节日氛围街区、游戏化的互动体验让用户乐在其中。会场里贴心地设置了各种新奇玩法:在街区里散落着各种宝箱,用户可以在街区里体验拆宝箱的快乐,各种道具卡券随机掉落,惊喜不断;移动手指找到街区里的跳舞区域,轻点图标就能跟好友一起共舞;找到答题机器,正确答题后就有机会获得惊喜礼品。更值得一提的是,2023年12月31日,街区里一场盛大的烟花盛宴如约而至,让全国各地的用户跨越了时空的界限,在希壤元宇宙的街区里一起欢乐跨年。
▲百YOUNG妙想纪打造希壤元宇宙跨年
线下跨界AI活动,打造火爆出圈事件营销
线下,百Young妙想纪在全国多城热门商圈大屏强势曝光。同时,线上社交媒体KOC协同扩散,百度APP站内流量资源同步倾斜,开屏、信息流全面覆盖,实现线上线下多场景立体曝光。
▲商圈大屏强势曝光
本次活动的宣传海报,由百度文心一格提供AI绘画技术支持,AIGC正在用生动的形式赋能全域营销场景,提升节日营销视觉生产与宣发效益。
▲海报创作由文心一格提供AI绘画技术支持
2024年1月20日至21日,百度营销依托上海南京路步行街新春市集及商圈资源,联动文心一格在世纪广场打造了“百young寻龙计划”主题快闪。活动现场设置了“绘龙领好运”、“龙年上上签”、“寻龙梦中人”等互动玩法,逛街的市民游客纷纷化身“寻龙大侠”,提前玩转有AI新年。
▲“百young寻龙计划”主题快闪
百度的AI原生能力结合线下互动场景,实实在在地为用户打造了最好玩、最有AI、最吸引人的新春营销场景,实现了火爆出圈。
生成式AI引领营销代际变革,百度AIGC赋能全域营销新模态
当下,随着AI技术的不断进步,AIGC前沿应用走入大众视野,与人们生活深度融合,持续激发出更多的“营销触点”。
从AI互动跨年、AI绘画作品、AI内容创作等生成式AI内容创作形式,我们看到AIGC技术为内容营销带来无限创新和多元机会。AIGC所产生的影响不仅仅是内容生成,它将为品牌带来从内容,到营销,再到经营,由浅至深的三重机会,逐渐渗透至更深层的企业经营中,为千行百业带来变革机遇。
未来,期待更多品牌与百度营销一起,在生成式AI时代,生成商业新未来。
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