全是彩蛋的轻轨站？网易云音乐这波壁纸营销绝美！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">门主常常在想，网易云音乐身为一个音乐平台，却包下过<span style="color: black;">轻轨</span>、开过酒店、出过书籍、卖过内裤，这么会玩营销，真的不是<span style="color: black;">宣传</span><span style="color: black;">机构</span>派出去的卧底<span style="color: black;">吗</span>？早在</span>2017年，网易云音乐凭借扎心的乐评戳中了无数人内心的软肋并刷屏了<span style="color: black;">伴侣</span>圈，<span style="color: black;">作为</span>了<span style="color: black;">轻轨</span>营销的引领者。就在各大品牌纷纷将目光聚焦在<span style="color: black;">轻轨</span><span style="color: black;">宣传</span>上时，网易云音乐完全没在怕的，推陈出新，以壁纸营销再次创造了<span style="color: black;">轻轨</span>营销的新姿势。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">No.1</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">壁纸包站，一场缤纷绚烂的视觉盛宴</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">网易云音乐深谙<span style="color: black;">怎样</span>吊起受众的胃口，先将</span></span><span style="color: black;">76张</span><span style="color: black;"><span style="color: black;">指引牌投放在二号线，从五缘湾站到天竺山站全线覆盖，及一号线的部分站点，</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">做为</span>壁纸包站的预热。在这场铺天盖地宣传的<span style="color: black;">背面</span>是对受众的心理洞察，</span></span><span style="color: black;"><span style="color: black;">以</span></span><span style="color: black;"><span style="color: black;">纯色的背景<span style="color: black;">明显</span>中心的文案，</span></span><span style="color: black;"><span style="color: black;">礼物为噱头勾起受众的好奇心，</span></span><span style="color: black;"><span style="color: black;">将受众的<span style="color: black;">重视</span>力集中到海沧湾公园<span style="color: black;">轻轨</span>站，</span></span><span style="color: black;"><span style="color: black;">刺激受众主动参与至活动中并<span style="color: black;">作为</span>传播过程中的一环</span></span><span style="color: black;"><span style="color: black;">。</span></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">网易云音乐挑选了</span>24张壁纸，包下</span><span style="color: black;"><span style="color: black;">了</span></span><span style="color: black;"><span style="color: black;">厦门<span style="color: black;">轻轨</span>海沧湾公园站，</span></span><span style="color: black;"><span style="color: black;">每一张壁纸都是一个故事，</span></span><span style="color: black;"><span style="color: black;">让经过的群众都沉浸在网易云打造的梦幻空间中</span></span><span style="color: black;"><span style="color: black;">，并以全新的品牌展现形式，开创<span style="color: black;">轻轨</span>营销新玩法。</span></span><span style="color: black;"><span style="color: black;">这些壁纸都是网易云音乐用全新的创意对往期的壁纸进行再设计创作的，</span></span><span style="color: black;"><span style="color: black;">引</span></span><span style="color: black;"><span style="color: black;">发</span></span><span style="color: black;"><span style="color: black;">受众的分享欲，让受众拍下照片并上传至社交<span style="color: black;">媒介</span>，变成内容的生产和传播者形成二次传播，而<span style="color: black;">持续</span>发酵的</span>UGC，不仅为品牌<span style="color: black;">累积</span>了<span style="color: black;">海量</span>的<span style="color: black;">优秀</span>内容，还<span style="color: black;">连续</span>扩大品牌声量，<span style="color: black;">从而</span><span style="color: black;">提高</span>转化量。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><< 滑动查看下一张<span style="color: black;">照片</span> >></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">值得一提的是，网易云音乐<span style="color: black;">选取</span>的这</span>24张壁纸是特意贴合</span><span style="color: black;"><span style="color: black;">厦门这座城市的文艺调性，以</span></span><span style="color: black;"><span style="color: black;">温馨感觉</span></span><span style="color: black;"><span style="color: black;">的个性化壁纸</span></span><span style="color: black;"><span style="color: black;">，</span></span><span style="color: black;"><span style="color: black;">将受众的目光聚焦至<span style="color: black;">宣传</span>牌上</span></span><span style="color: black;"><span style="color: black;">，输出品牌文化的<span style="color: black;">同期</span></span></span><span style="color: black;"><span style="color: black;">打动受众，</span></span><span style="color: black;"><span style="color: black;">借此拉近受众与品牌之间的距离，<span style="color: black;">增多</span>品牌好感度。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> <img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">No.2</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">暗藏玄机，令人惊喜的联动式<span style="color: black;">宣传</span>牌</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此次包<span style="color: black;">轻轨</span>站并不只是表面上看着好看<span style="color: black;">那样</span>简单，而是将彩蛋埋在了每一张壁纸中，以联动式<span style="color: black;">宣传</span>牌组<span style="color: black;">成为了</span>一首藏头诗，取每张壁纸名字的<span style="color: black;">第1</span>个字，并<span style="color: black;">根据</span>壁纸序号<span style="color: black;">摆列</span>，就组<span style="color: black;">成为了</span>：</span>“你就像一朵云</span><span style="color: black;"><span style="color: black;">，</span></span><span style="color: black;"><span style="color: black;">想到你我就笑得很甜</span></span><span style="color: black;"><span style="color: black;">，</span></span><span style="color: black;"><span style="color: black;">真想<span style="color: black;">每日</span>都能看见你</span>”。</span><span style="color: black;"><span style="color: black;">这句甜甜的情话，<span style="color: black;">便是</span>网易云音乐想对每一个受众吐露的心声。</span></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><< 滑动查看下一张<span style="color: black;">照片</span> >></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此举让壁纸营销更<span style="color: black;">拥有</span>故事性，品牌以颇具创意的藏头诗与受众进行互动，</span></span><span style="color: black;"><span style="color: black;">与众<span style="color: black;">区别</span>的揭秘形式给受众带来<span style="color: black;">鲜嫩</span>的沉浸式体验，<span style="color: black;">增多</span>受众的活动参与感，</span></span><span style="color: black;"><span style="color: black;">成功</span></span><span style="color: black;"><span style="color: black;">将</span></span><span style="color: black;"><span style="color: black;">深刻的记忆点</span></span><span style="color: black;"><span style="color: black;">埋进受众的脑海中</span></span><span style="color: black;"><span style="color: black;">，让受众感受到品牌的用心</span></span><span style="color: black;"><span style="color: black;">与关怀，<span style="color: black;">提高</span>品牌关注度，让品牌被受众看见和<span style="color: black;">爱好</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">No.3</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">以壁纸为病毒元素，渗透受众的<span style="color: black;">平常</span>生活</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如今，是一个</span>“内容至上”的时代，<span style="color: black;">仅有</span>真正被受众接受的好内容<span style="color: black;">才可</span>使得品牌受到<span style="color: black;">喜爱</span>。网易云音乐<span style="color: black;">更加是</span>打造出独特的“壁纸营销”，以独出心裁的壁纸给予受众<span style="color: black;">优秀</span>体验，形成良好的口碑<span style="color: black;">提高</span>受众的活跃度，辐射更广泛的潜在受众。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">自</span>2016年起，网易云音乐的公众号每周六都会发一张壁纸，其精美绝伦、脑洞大开的设计深得云村村民的<span style="color: black;">喜欢</span>，<span style="color: black;">更加是</span><span style="color: black;">捕捉</span>了无数嗷嗷待哺等待更新的小粉丝们。网易云音乐</span><span style="color: black;"><span style="color: black;">用</span></span><span style="color: black;"><span style="color: black;">壁纸</span></span><span style="color: black;"><span style="color: black;">与受众对话，让壁纸<span style="color: black;">作为</span></span></span><span style="color: black;"><span style="color: black;">品牌沟通的<span style="color: black;">途径</span>，</span></span><span style="color: black;"><span style="color: black;">使得</span></span><span style="color: black;"><span style="color: black;">手机屏<span style="color: black;">亦</span><span style="color: black;">作为</span>网易云音乐的<span style="color: black;">宣传</span>位</span></span><span style="color: black;"><span style="color: black;">。</span></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><< 滑动查看下一张<span style="color: black;">照片</span> >></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这些<span style="color: black;">持续</span>更新的壁纸<span style="color: black;">便是</span>网易云音乐积攒的品牌资产，而<span style="color: black;">持续</span>建设的品牌资产不仅创造属于<span style="color: black;">自己</span>的独特标识<span style="color: black;">提高</span>了品牌价值还助力网易云音乐<span style="color: black;">长时间</span>保持着市场竞争<span style="color: black;">优良</span>，让受众的手机屏随着网易云音乐壁纸的更新而更新，高覆盖高普及率的手机屏<span style="color: black;">宣传</span>实现了品牌渗透率的快速扩大。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当</span></span><span style="color: black;"><span style="color: black;">网易云音乐<span style="color: black;">作为</span>受众不可缺少的生活方式之一</span></span><span style="color: black;"><span style="color: black;">，</span></span><span style="color: black;"><span style="color: black;">品牌</span></span><span style="color: black;"><span style="color: black;">随着壁纸</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">逐步</span>渗入消费者的<span style="color: black;">平常</span>生活<span style="color: black;">其中</span>，</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">霸占</span>受众心智，</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">作为</span>受众情感<span style="color: black;">拜托</span>的载体</span></span><span style="color: black;"><span style="color: black;">。网易云音乐以走心的壁纸营销深入受众心中，</span></span><span style="color: black;"><span style="color: black;">加深受众对品牌文化的理解，</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">加强</span>品牌认知的<span style="color: black;">同期</span></span></span><span style="color: black;"><span style="color: black;">培养受众的高忠诚度</span></span><span style="color: black;"><span style="color: black;">。</span></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">区别于其他品牌偶尔推出的借势海报，网易云音乐的壁纸海报更像是源源<span style="color: black;">持续</span>的品牌输出，<span style="color: black;">经过</span></span></span><span style="color: black;"><span style="color: black;">更新的</span></span><span style="color: black;"><span style="color: black;">壁纸与受众<span style="color: black;">创立</span>起<span style="color: black;">长时间</span>的情感联系，以其特有的创新精神</span></span><span style="color: black;"><span style="color: black;">和</span></span><span style="color: black;"><span style="color: black;">强大的创造力让受众真正<span style="color: black;">能够</span><span style="color: black;">运用</span></span></span><span style="color: black;"><span style="color: black;">。在消费升级的当下，受众不仅是单纯追逐物质上的满足，更<span style="color: black;">期盼</span>能够满足<span style="color: black;">表现</span>个性化态度的精神<span style="color: black;">需要</span>。网易云音乐以极具美学的壁纸传递品牌审美和品牌情感，为受众<span style="color: black;">供给</span>独树一帜的美学体验，将品牌理念<span style="color: black;">经过</span>视觉享受传递至受众心中，让受众感受到品牌的魅力，从内心深处认可品牌。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">No.4</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">从乐评到壁纸，始终不变的是情感的传递</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2017年</span><span style="color: black;"><span style="color: black;">，网易云音乐挑选出点赞最高的</span>5000句文案印满了杭州<span style="color: black;">轻轨</span>1号线和江陵路<span style="color: black;">轻轨</span>站，这列直击内心的红色乐评专列一经上线，就以迅雷不及掩耳之势席卷了<span style="color: black;">伴侣</span>圈。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2018年</span><span style="color: black;"><span style="color: black;">，网易云音乐以</span>“2018，照见自己”为主题，再次将扎心乐评文案搬进了<span style="color: black;">轻轨</span>站，充满温度的文案给予受众鼓励，成功<span style="color: black;">导致</span>受众的情感共鸣。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此次从乐评到壁纸的转变，让文字变成更有视觉冲击力的壁纸，</span></span><span style="color: black;"><span style="color: black;">是网易云音乐的<span style="color: black;">持续</span>创新，</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>是顺应当下颜值时代的发展，打破受众对走心乐评的审美疲劳，<span style="color: black;">帮忙</span>网易云音乐吸引到受众的眼球，</span></span><span style="color: black;"><span style="color: black;">让受众对品牌产生更深入的<span style="color: black;">认识</span>。</span></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">网易云音乐<span style="color: black;">始终</span>被认为是极具人文情怀的<span style="color: black;">制品</span>，</span></span><span style="color: black;"><span style="color: black;">就像是一个树洞，承载着所有被宣泄的<span style="color: black;">心情</span>，<span style="color: black;">哪些</span>走心的乐评<span style="color: black;">便是</span>一个又一个的故事，是受众心中不为人知的角落，<span style="color: black;">便是</span>这些发自内心的</span>UGC形<span style="color: black;">成为了</span>网易云音乐的<span style="color: black;">特殊</span>。而<span style="color: black;">连续</span>更新的壁纸，则是网易云音乐对受众<span style="color: black;">心情</span>的反馈，<span style="color: black;">经过</span>壁纸打造仪式感，与受众进行良性互动，逢年过节的<span style="color: black;">更加是</span>送上祝福，<span style="color: black;">暗示</span>着品牌对受众的<span style="color: black;">留意</span>，传递积极生活的正能量，品牌与受众的关系就在这一来一往之间，变得越来越密切。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不管是<span style="color: black;">经过</span>文案还是设计的表现形式，</span></span><span style="color: black;"><span style="color: black;">网易云音乐</span></span><span style="color: black;"><span style="color: black;">都是在真诚的传递品牌情感</span></span><span style="color: black;"><span style="color: black;">，<span style="color: black;">表现</span>品牌价值观并</span></span><span style="color: black;"><span style="color: black;">塑造有温度的品牌形象，</span></span><span style="color: black;"><span style="color: black;">与受众达成精神契合</span></span><span style="color: black;"><span style="color: black;">，以<span style="color: black;">得到</span>受众的认同感和归属感</span></span><span style="color: black;"><span style="color: black;">。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">总结</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然营销的表现形式在更新，但网易云音乐最看重的始终是受众，以<span style="color: black;">精细</span>的受众洞察，<span style="color: black;">连续</span><span style="color: black;">持续</span>的展现强化品牌口碑，和受众对话吸引受众参与至品牌的传播中，让受众感受到音乐的温度和力量，<span style="color: black;">经过</span>受众来影响<span style="color: black;">更加多</span>受众，传递<span style="color: black;">更加多</span>情感，门主期待网易云音乐下一次会玩出<span style="color: black;">怎么样</span>的营销新<span style="color: black;">花招</span>。</span></span></p><span style="color: black;"><strong style="color: blue;"> 今日<span style="color: black;">举荐</span> </strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></strong></strong></strong></strong></span></strong></p>
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