Turning everyday driving into a shared growth occasion for WAR HORSE and Amap.战马×高德“泛驾驶”跨界传播
A cross-brand system spanning video, creators, seasonal content, and owned-channel participation—not simply a co-branded poster.明通把战马的能量属性与高德的驾驶场景连接起来，用多平台内容与公众号裂变，让一次跨界既有声量，也有真实新增用户。
CASE 36案例 36
Internal company project materials; public release is subject to authorization and data-standard verification.公司在册项目材料
Internal company project materials; public release is subject to authorization and data-standard verification. 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
Cross-brand partnerships often stop at a joint poster. WAR HORSE and Amap needed a content mechanism that made their relationship easy to understand, gave people a reason to participate, and sustained attention across Weibo, Douyin, WeChat Channels, and the brands' owned audiences.跨界合作最容易停在联合海报。 战马与高德需要一套能让用户理解双方关系、愿意参与并产生后续关注的内容机制，同时覆盖微博、抖音、视频号与品牌私域。
02
The decisive insight关键洞察
The partnership would feel credible only if the brands met in a real use occasion. Driving connected Amap's utility with WAR HORSE's energy proposition, creating a natural bridge from brand meaning to audience action.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
Build the crossover around a hero video and a sequence of platform-native experiences: creators would generate reach, seasonal driving moments would provide reasons to return, and a WeChat referral activity would turn attention into owned-audience participation.创作“穿云键”病毒视频，并剪辑15秒版本适配户外大屏； 用微博KOL负责大范围引爆，抖音与视频号以平台原生风格完成多样化种草； 连续发布4篇活动推文，围绕中秋、国庆自驾与年度福利持续提醒； 设计公众号裂变活动，以高德打车券、战马产品等权益推动参与与增粉； 延展IP形象、活动海报与落地页，统一跨平台视觉识别。
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
创作“穿云键”病毒视频，并剪辑15秒版本适配户外大屏；
02
用微博KOL负责大范围引爆，抖音与视频号以平台原生风格完成多样化种草；
03
连续发布4篇活动推文，围绕中秋、国庆自驾与年度福利持续提醒；
04
设计公众号裂变活动，以高德打车券、战马产品等权益推动参与与增粉；
05
延展IP形象、活动海报与落地页，统一跨平台视觉识别。
01
Produced the 'Cloud-Piercing Button' hero video and a 15-second cut for outdoor screens.
02
Used Weibo KOLs for broad amplification, with native formats on Douyin and WeChat Channels for varied product discovery.
03
Published four campaign articles tied to Mid-Autumn Festival, National Day road trips, and annual benefits.
04
Designed a WeChat referral activity using Amap ride vouchers and WAR HORSE products to encourage participation and follower growth.
05
Extended the campaign into an IP character, posters, and a landing page with consistent cross-platform visual recognition.
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
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
项目材料记录了相应交付与传播成果；公开展示以已完成授权与口径核验的内容为准。
01
The recorded delivery connected hero content, creator distribution, seasonal reminders, and an owned-channel participation path.
02
Any platform metrics or follower-growth figures will be published only after authorization and methodology review.
What this proves它证明什么
Why this case matters案例价值
The project materials document a complete cross-platform delivery system rather than a standalone co-branded asset.这个案例展示了明通如何围绕“战马×高德“泛驾驶”跨界传播”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
A phased operating approach that protected high-pressure holiday delivery, then shifted from rapid coverage toward higher-quality content.先守住国民品牌的节日主场，再主动减少无效刷屏，把运营推向更高的单条质量与长期关系。
