谷歌“国际博物馆日”营销：低预算大感谢背面的深层策略诠释
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一场史无前例的疫情席卷<span style="color: black;">全世界</span>，各行各业都遭遇了发展的至暗时刻。当大<span style="color: black;">都数</span>企业在<span style="color: black;">存活</span>线上苦苦求生时，<span style="color: black;">有些</span>品牌却反其道而行之。</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;">她们</span>敏锐地<span style="color: black;">捉捕</span>到疫情创造的<span style="color: black;">需要</span>真空，适时适机地推出相应<span style="color: black;">制品</span>，在满足用户<span style="color: black;">需要</span>的<span style="color: black;">同期</span>，<span style="color: black;">极重</span><span style="color: black;">提高</span>了企业的整体实力，并创造了良好的社会效益，成功实现社会、企业、用户的三赢。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google在疫情<span style="color: black;">时期</span>，结合国际博物馆日的良好契机，推出了身临其境博物馆活动，<span style="color: black;">经过</span>Google Arts and Culture app为中国用户<span style="color: black;">供给</span><span style="color: black;">能够</span>远程参观世界知名博物馆的机会，Google APP在短短6天内<span style="color: black;">火热</span>出圈，展现量高达2.4亿。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google APP<span style="color: black;">怎样</span>借势疫情实现大爆发，本文为你<span style="color: black;">仔细</span>讲述。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2zf833hO2d3ia8tRVs96C8iblqcEa4wR5Oibsvy07gibPFtLnbCpRCgArbA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">核心观点提要：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1.<span style="color: black;">精细</span>定位疫情<span style="color: black;">需要</span> 用技术打造诗和远方</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2.<span style="color: black;">媒介</span>大V双加持 虚拟技术实现时空穿越</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3.两极碰撞 全景式体验历史惊艳瞬间</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4.一箭四雕 朴素初心比雄心走得更远</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5.强强联合 低预算大<span style="color: black;">报答</span>后的深层反思</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着新冠疫情的<span style="color: black;">爆发</span>，<span style="color: black;">全世界</span>博物馆传统的经营模式受到了严重冲击。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在今年的国际博物馆日里，秉承信息平等的发展理念，Google<span style="color: black;">期盼</span>中国的每位用户都有机会欣赏到本地和国际博物馆的精美展品，为此<span style="color: black;">她们</span>专门推出了#Closetoyou （身临其境博物馆）活动。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google与十家世界顶尖博物馆合作，<span style="color: black;">经过</span>Google Arts and Culture APP, 运用360度虚拟技术为用户创造真实的沉浸式感官体验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户<span style="color: black;">能够</span>欣赏到故宫博物院的《清明上河图》，大都会艺术博物馆的梵高真迹《鸢尾》，还有大英博物馆的刘易斯西洋棋子。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为让展览更加真实，Google还与中国的意见领袖专门录制了讲解视频，粉丝在欣赏稀世展品的<span style="color: black;">同期</span>还<span style="color: black;">能够</span>与<span style="color: black;">爱好</span>的偶像同频。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为加强合作伙伴关系，Google将国际博物馆周的参观视频<span style="color: black;">经过</span><span style="color: black;">博客</span>进行发布，<span style="color: black;">同期</span>邀请<span style="color: black;">更加多</span>的博物馆加入。</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;">全世界</span>累计92家博物馆加入了该项目，<span style="color: black;">同期</span><span style="color: black;">更加多</span>的意见领袖<span style="color: black;">亦</span>参与进来。活动取得了爆发性的效果，在短短六天内展现量高达2.4亿次，视频观看达到320万次。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1. <span style="color: black;">精细</span>定位疫情<span style="color: black;">需要</span> 用技术打造诗和远方</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年1月份，<span style="color: black;">全世界</span><span style="color: black;">爆发</span>新冠疫情，受疫情影响，公众娱乐和教育行业高度受限，文化艺术则遭遇行业寒冬。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">尽管<span style="color: black;">大众</span>热切地期待参加文化艺术活动，但到2020年4月份，<span style="color: black;">全世界</span>基本所有的博物馆都宣布闭馆了，而为数不多保持开放的，<span style="color: black;">亦</span>要严格<span style="color: black;">根据</span>防控<span style="color: black;">需求</span>进行限时限流。博物馆传统的<span style="color: black;">商场</span>模式遭遇疫情的强大压力，其<span style="color: black;">商场</span><span style="color: black;">存活</span>变得岌岌可危。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google<span style="color: black;">始终</span>致力于信息平等建设，<span style="color: black;">期盼</span>能够尽力改变这种<span style="color: black;">状况</span>。中国历史悠久，文化灿烂，<span style="color: black;">同期</span>高度<span style="color: black;">注重</span>文化遗产建设。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为此，在国际博物馆周来临之际，Google<span style="color: black;">期盼</span>能为中国用户创造沉浸式的线上体验，<span style="color: black;">同期</span><span style="color: black;">这里</span>过程中推介自己的Google Arts and Culture APP.</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2. <span style="color: black;">媒介</span>大V双加持 虚拟技术实现时空穿越</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为唤起<span style="color: black;">公众</span>的文化<span style="color: black;">认识</span>，并且呼吁<span style="color: black;">更加多</span>的人加入到此项活动，Google与<span style="color: black;">博客</span>展开合作，在国际博物馆周推出了#Close to you (#身临其境博物馆) 活动，<span style="color: black;">同期</span>为每件展品单独制作了专属推介材料。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为吸引<span style="color: black;">更加多</span>的博物馆加入，Google还在<span style="color: black;">博客</span>上发布了观展视频，得到了<span style="color: black;">公众</span>的广泛好评。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了能够极致呈现每件展品，Google邀请中国知名的意见领袖担任导游，活动全程运用Google Art and Culture虚拟技术，让用户平等<span style="color: black;">持有</span>近距离观展的机会机会。而与此<span style="color: black;">同期</span>，人人受困于旅游和出行限制，还<span style="color: black;">没法</span>亲临博物馆。</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;">3. 两极碰撞 全景式体验历史惊艳瞬间</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从最古老到最现代，<span style="color: black;">身临其境博物馆</span>的成功举行有三个元素不可<span style="color: black;">忽略</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">①<span style="color: black;">全世界</span>顶尖合作伙伴</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google与<span style="color: black;">全世界</span>顶尖博物馆合作展出其最有价值的馆藏作品，合作的博物馆<span style="color: black;">包含</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">故宫博物院----清明上河图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2sicKW7wKoYzbABQGBpUM83wU77UxC8mqvf7bMTeODU9f5bZRt9vicBIg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中国国家丝绸博物馆----立狮宝花纹锦</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2hoBXwHOK6ukOf04kH6vFqmJibbFFP9ehXJKQqmdxO1c08ZWoGWSU5VA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">三星堆博物馆----纵目面具</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2s6CVLpxlibVlFsH9rBE1N9dva2NEheQjXDbqiaeXQo2gkYpVcuUzKceQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上海博物馆----诗经陈风十篇图卷</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2zNaGku3icRd5XAOicjWYzabiaQn8iaaa4lKD7S2jVOJoGOPpwGwfX5ul2w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">湖南省博物馆----青瓷对书俑</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR26QUpIE6yKoLP5dbqrC5OEsUUXkYsGbVgcMmib0UJGRiaFVcibdbmrjYyQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">四川博物院----赵佶腊梅双禽图页</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2OXdqtYxK7uiawgCphDR9vUlrzcHA3iarqNTcI2a0gBsAtAH5f27CxIGg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">陕西历史博物馆----鎏金舞马衔杯纹银图</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2CEpKu5efboeHMOTnkYKsUc9rfPnRr3AjssEAzoEiaE5qRhwv29F21YA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重庆中国三峡博物馆----唐寅监韩熙载夜宴图卷</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2wuPjKkehAMryJXR5pbvQGpddiaTKhVYIQicxo5bqZoxT3k89KVyRiaYicQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大都会艺术博物馆--梵高《鸢尾》</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR289JictZ2GSjApT3Iw6JiaRib1aZgFP3A8Zo0twDwPoUDzDlv8IQ0DCxpQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大英博物馆----刘易斯西洋棋棋子</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/jYWeCP7MVTCbFtOOcrPCv4bPjpBvvUR2ufibQGuFKQnIic9TjHAKWo0YmFxRvICF3DuQITQf66AiaJNeb3W45TwJQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">②真正的沉浸式体验</span></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;">经过</span>运用Google地图街景专利360视觉技术，Google与博物馆方对藏品进行了再创造。观众<span style="color: black;">能够</span>虚拟地在博物馆里穿行，接近藏品，并<span style="color: black;">能够</span>以<span style="color: black;">实质</span>场景下<span style="color: black;">没法</span>企及的近距离来欣赏展品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">③与意见领袖同框</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Google邀请的意见领袖<span style="color: black;">包含</span>作家马伯庸、<span style="color: black;">媒介</span>人洪晃，<span style="color: black;">她们</span>不仅对每件展品进行讲解，并阐述了对<span style="color: black;">每一个</span>藏品的独到见解。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">加入这项活动，用户仅需下载Googles Art and Culture APP<span style="color: black;">就可</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4. 一箭四雕 朴素初心比雄心走得更远</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此次活动除最初邀请的十家博物馆外，<span style="color: black;">全世界</span>还有<span style="color: black;">另一</span>92家博物馆加入，<span style="color: black;">许多</span>文化意见领袖<span style="color: black;">亦</span>纷纷参予进来，并带动<span style="color: black;">她们</span>庞大的粉丝群将活动推向高潮。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">此次活动中，Google将千次展示成本 （CPM）降低了<strong style="color: blue;">70%</strong>，每次激活<span style="color: black;">花费</span>（CPA）下降了<strong style="color: blue;">78%</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国际博物馆日<span style="color: black;">时期</span>，这一活动<span style="color: black;">亦</span><span style="color: black;">作为</span>社会<span style="color: black;">热榜</span><span style="color: black;">专题</span>，在业界、观众以及意见领袖中收获了<span style="color: black;">海量</span>积极的反馈。</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;">另外</span>，Google还<span style="color: black;">经过</span>这一活动<span style="color: black;">保证</span><span style="color: black;">全世界</span>诸多的博物馆在疫情<span style="color: black;">时期</span>能够一如既往得到支持，从而<span style="color: black;">持续</span>进行革新升级，发展壮大。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5. 强强联合 低预算大<span style="color: black;">报答</span>后的深层反思</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总结Google此次活动的成功，<span style="color: black;">重点</span>为以下三点：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①顶级<span style="color: black;">媒介</span>平台加持：与<span style="color: black;">博客</span>开展合作，<span style="color: black;">一起</span><span style="color: black;">研发</span>社会活动是双赢之举。<span style="color: black;">因为</span>预算有限，Google充分利用<span style="color: black;">博客</span>丰富整合的资源将活动影响力实现最大化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②本土合作伙伴背书：知名艺术<span style="color: black;">媒介</span>以及本土合作伙伴对Google Arts & Culture 的<span style="color: black;">一起</span>背书，凸显了Google Arts & Culture APP凭借领先的技术<span style="color: black;">优良</span>推动中国文化的能力和效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③潜在合作伙伴二次<span style="color: black;">研发</span>：成功的社会活动<span style="color: black;">能够</span>带来潜在的商机。<span style="color: black;">经过</span>该项活动，Google在各博物馆中收获了<span style="color: black;">海量</span>积极的反馈，其中还<span style="color: black;">包含</span>其中中止合作或拒绝邀请的<span style="color: black;">许多</span>博物馆。</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;">因此呢</span>，Google的商务拓展团队决定重启与这些潜在合作伙伴的对话，<span style="color: black;">期盼</span><span style="color: black;">将来</span><span style="color: black;">能够</span>有合作的机会。</span></p>
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太棒了、厉害、为你打call、点赞、非常精彩等。 你的见解独到，让我受益匪浅，非常感谢。 期待楼主的下一次分享！” 你的话语如春风拂面，让我感到无比温暖。 对于这个问题，我有不同的看法...
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