Discovery x 小米 | 一亿像素探索秘境之旅

本项目获2020金投赏 整合营销铜奖 一支5分钟的微纪录片，用“小米一亿像素视角” 展开一场真实极致的“极境秘境探索之旅”，带来一场前所未有的体验 小米与Discovery专业实境记录团队合作，放弃专业摄像机 带上小米10，用“一亿像素探索秘境之美”，用实境之美极致放大功能实力 并借助内容IP，借势同期热点事件，深度话题营销 让受众从实到虚，完成对小米10的多方位产品认知和情感认同 最后借助同类影响力，用真实口碑转化对价格的敏感性 完成从产品硬实力-情怀感受力-品牌影响力的传播递进，实现销售转化 This collaboration is a cross-border cooperation between Discovery and Xiaomi mobile phone. We collide the ultimate and true record style of Discovery channel with Xiaomi ’s 108 mega pixel Imaging module technology, launched customized documentaries through such association. The topics of combination of technology and real natural secret quickly accumulate heat, completing the transformation from topic heat to brand promotion.