Bringing Game IP into the Mall, Bringing the Mall to Youth Search Results把游戏IP搬进商场，也把商场送进年轻人的搜索首屏
A pop-up event designed not just for photos, but to inform fans where to go, how to play, and how to get merchandise, driving organic search visibility.一次快闪不只要有人拍照，更要让IP粉丝知道在哪里、怎么玩、周边怎么得，并主动替活动继续传播。
Company project materials on file. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Beijing Road TEEMALL partnered with Peace Elite for the 'Sky-Dropped Elite Airdrop Carnival'. The project needed to attract young people during summer competition, drive merchant collaboration and new member acquisition, and sustain search heat on Xiaohongshu.北京路天河城联合《和平精英》打造“‘天’降精英 空投嘉年华”。 项目需要在暑期竞争中吸引年轻人到场，带动商户联动与会员拉新，并让活动在小红书形成持续搜索热度。
02
The decisive insight关键洞察
Meantime identified core judgments connecting brand value with market action by analyzing real audiences, usage scenarios, and decision barriers.明通从真实人群、使用场景与决策阻力出发，找到能同时连接品牌价值与市场行动的核心判断。
03
The core idea核心创意
Use themed exhibition check-ins and featured merchants as the content backbone to benefit the entire mall from IP traffic; target high-intent keywords like 'Peace Elite TEEMALL'; amplify visibility via Douban, Weibo, and Douyin; guide comments with answers about event timing, location, and merchandise.以主题展打卡+特色商户为内容主线，让IP流量惠及整个商场； 围绕“和平精英天河城”“北京路和平精英”“和平精英主题展”等高意图关键词布局内容； 通过大众点评、微博与抖音追加分发，扩大活动可见度； 引导评论区回答活动时间、地点、周边获取等真实到访问题。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
以主题展打卡+特色商户为内容主线，让IP流量惠及整个商场；
02
围绕“和平精英天河城”“北京路和平精英”“和平精英主题展”等高意图关键词布局内容；
03
通过大众点评、微博与抖音追加分发，扩大活动可见度；
04
引导评论区回答活动时间、地点、周边获取等真实到访问题。
01
Center content on themed exhibition check-ins and featured merchants to distribute IP traffic across the mall.
02
Target high-intent keywords including 'Peace Elite TEEMALL', 'Beijing Road Peace Elite', and 'Peace Elite Themed Exhibition'.
03
Amplify visibility through coordinated distribution on Douban, Weibo, and Douyin.
04
Guide user comments with direct answers regarding event timing, location, and merchandise acquisition.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
多个项目关键词进入小红书搜索首屏
01
Multiple project keywords entered the top of Xiaohongshu search results
What this proves它证明什么
Why this case matters案例价值
This case demonstrates how Meantime connected judgment, creativity, and execution to create a verifiable project path.这个案例展示了明通如何围绕“把游戏IP搬进商场，也把商场送进年轻人的搜索首屏”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
Meantime organized travel, dining, shopping, transfers, and passenger care into ten content phases under the Fly via Guangzhou platform.以“经广飞 Family”统一出行、餐饮、购物、接机与暖心服务，持续经营十个旅客场景。
广州白云国际机场品牌增长与年度传播内容与体验激活
Guangzhou Baiyun International AirportBrand Growth and Annual CommunicationsContent and Experience Activation
