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淘宝x《熊出没》番外获好评，「淘宝式过年」成为年轻人热捧方式_<br /> <b>Warning</b>: Use of undefined constant sitename - assumed 'sitename' (this will throw an Error in a future version of PHP) in <b>D:mlzgxwedatatmpdt_temptext1.php</b> on line <b>20</b><br /> 魅力城市资讯网
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淘宝x《熊出没》番外获好评，「淘宝式过年」成为年轻人热捧方式

来源: 2024-02-22 21:50:24 阅读() 评论(0)

又是一个“神仙打架”、各路混战的春节档。而其中，有一部电影却靠着庞大的粉丝群体、优秀的制作功底以及合家欢的内容调性，在激烈的市场角逐中一枝独秀、稳如泰山，那…

又是一个“神仙打架”、各路混战的春节档。而其中，有一部电影却靠着庞大的粉丝群体、优秀的制作功底以及合家欢的内容调性，在激烈的市场角逐中一枝独秀、稳如泰山，那便是动画电影《熊出没》。

自2014年首次亮相影院以来，熊出没已推出了10部动画电影，并不断刷新着票房纪录。在这场与观众的十周年之约中，熊出没主角团不仅走出了狗熊岭，还在院线外和淘宝官方吉祥物“淘小宝”来了一次梦幻联动，给广大的用户带来了IP联动上的惊喜和实实在在的优惠福利。

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深度定制动画短片，梦幻联动引爆全网

本次联动中，淘小宝与《熊出没·逆转时空》携手推出了70s的动画番外短片。据了解，该片是在「淘宝春节不打烊」大促阶段的核心爆发期推出，与淘宝其他合作有明星艺人、头部主播等资源推广，差不多同期上线，给短片的曝光也有了一定助力加持。另一方面，今年「淘宝春节不打烊」期间推出了非常具有吸引力的优惠力度，如：买电影票官方补贴低至19.9元，订机票酒店门票抽999元旅行金，还有淘宝出钱请大家都来发红包，总价值10亿的金额用户至高可领1888元购物红包......给力的福利机制也让观众更乐意参与到购票观影中来，对于品牌和影视合作双方来说必然都是增益。

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短片内容方面，故事围绕淘宝万能心智、春节返乡大背景以及《熊出没·逆转时空》电影故事内容展开：化身大城市打工人的光头强，在无法返乡的焦虑时刻，喜提“淘小宝快递”。万能的淘小宝不仅为光头强“变”出回乡车票和各类特色年货，还逆转时空，从时间碎片中拉来熊大熊二，让光头强回家路上也不缺好搭档。巧妙的植入淘宝除了海量好货外，还有购买车票等出行服务。

短片在电影上映前三天正式上线，双方全渠道社媒账号共同发布，一经推出便获得巨大关注，收获了破亿的曝光及互动量。

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淘宝专属会场上线，多方联合撬动声量

除社媒传播外，此次IP合作也巧妙联动了淘宝app站内多业务，解锁IP联动新玩法。不仅打造了《熊出没·逆转时空》专属主题会场，为定制短片、IP旗舰店、电影购票设立入口，还调动春节期间淘宝站内多个会场位，如淘宝春节不打烊通关会场、数字生活春节主会场、淘宝电影会场等，从各个层面扩大曝光，增强与用户之间的互动性。

除此之外，大年初三官方联合海报还登陆手淘开屏，为IP联动合作带来顶级流量和亿级曝光。

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电商、电影跨界联合，数字生活领域拓充

此次淘宝选择与动画影视IP来场深度合作，也有着多方考量。除提升官方IP淘小宝认知度之外，传递淘宝数字生活消费心智也是一大目标。

针对春节黄金档，淘宝数字生活在站内推出了专属电影购票活动。上淘宝搜索“电影票省钱攻略”，即可领取电影票购票优惠券，分享活动还能为优惠券不断加码。上淘宝购电影票，低至19.9元，全国电影票7折起，超高性价比。

对于用户来说，春节期间上淘宝买电影票，能拥有更便捷、舒适且实惠的新年电影消费体验；对于平台来说，是将创意内容撬动了数字消费生活转化，以数字内容生态及创意互动玩法，为消费者带来各种数字化的产品和服务。同时也为广大商家带来更多数字营销增长的机会点。

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回顾整个“春节不打烊”周期，“万能的淘宝”这一国民级APP的“万能”心智又有了新的诠释。数字生活行业的丰富供给作为补充，外加原本的海量的实物好物，真正覆盖消费者衣食住行、吃喝玩乐的全方面，满足消费者更丰富、舒适的春节体验。

在社交平台上会发现，“淘宝式过年”成为一个被大众提及的消费方式。而所谓“淘宝式过年”，就是一种更符合当代年轻人“该省省、该花花”的过年新方式：他们可以在购买年货上享受便宜的价格、在蔬果采购上享受便利快捷的服务、在电影旅行游戏上享受乐趣、在和好友瓜分红包上薅到福利，至此，也让大众在节日的体验感和满足感进一步拉满。


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七彩云南庆沣祥®2025年春季品牌焕新大会圆满落幕，以“真”为舟，焕新出发！

七彩云南庆沣祥®2025年春季品牌焕新大会圆满落幕，以“真”为舟，焕新出发！


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是“正常执法”还是“程序违法”？

是“正常执法”还是“程序违法”？


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行业精英齐聚冬奥之城，2025NPF智教融合发展教育论坛成功召开

行业精英齐聚冬奥之城，2025NPF智教融合发展教育论坛成功召开


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从“看春晚”到“玩春晚”，全球华人在淘宝点亮7.53亿心愿

从“看春晚”到“玩春晚”，全球华人在淘宝点亮7.53亿心愿

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