厉害了易烊千玺！竟成adidas neo首位全球青年创意官？！

Inviting the most popular celebrities nowadays to endorse the brand is a common sight. adidas neo has officially announced Jackson Yi to be their new celebrity endorsement. This collaboration stimulates the fan economy in a different and surprising way. Following the 27th November announcement that Jackson Yi will be brand’s first-ever International Youth Creative Ambassador, adidas neo launched three extravagant online and offline interactive marketing activities, which instantly became a sensation on social media.

邀请高人气明星为自己的品牌代言已经十分普遍。阿迪达斯neo系列正式宣布易烊千玺为他们品牌最新代言人。这次合作以各种令人意想不到的方式刺激粉丝的消费。继11月27日阿迪达斯neo宣布易烊千玺为旗下首位全球青年创意官之后，他们发起了线上线下互动营销活动，随后迅速在社交媒体上引起轰动。

adidas neo’s announcement that Jackson Yi will serve as its first International Youth Creative Ambassador was made on the day before the singer’s birthday - 27th November. Jackson Yi’s first assignment for his new job was Jackson Yi Gift Box. The special gift boxes were awarded to 1128 lucky winners of a drawing held on the adidas neo online store. The number 1128 is a reference to Jackson Yi’s birth date - 28th November. adidas neo also unleashed a hot new topic on Weibo - #1 of 1128 Jackson Yi Gift Boxes# - which quickly went viral. The 1128 lucky recipients posted photos taken together with their own Jackson Yi Gift Boxes. The photos were then combined as a one-of-a-kind Jackson Yi’s poster, allowing fans to become a core part of the campaign. The poster was not only released online but also was printed, where lucky buyers had the chance to win in adidas neo stores.

阿迪达斯 neo在11月27日，也是易烊千玺生日的前一天，宣布他成为neo系列首位全球青年创意官。易烊千玺的首份任务就是“玺包”。这份特别的礼物通过阿迪达斯neo官网赠送给1128位幸运粉丝！数字“1128”代表易烊千玺的生日“11月28日”。阿迪达斯neo还在微博上发起了热门话题“易烊千玺的1128分之一”，随之被迅速转发。这1128位幸运粉丝需晒出和“玺包”的合照。这些照片会拼凑成易烊千玺独一无二的海报，这样粉丝也就成了这个宣传活动的一部分。这份海报不仅在网上发布，还会被打印出来，幸运的买家便有机会在阿迪达斯neo的实体店获得。

As a popular idol, Jackson Yi is the perfect candidate to promote the adidas neo brand message of Living Restless. A large portion of adidas neo’s target audience also happen to be big fans of the singer. This marketing campaign was specifically targeted at these fans. Making use of Jackson Yi’s celebrity status, the campaign brought adidas neo closer together with its fans by giving them a chance to interact with their idol, while also inviting them to play a key role in its brand messaging by using the power of the fan economy to combine online and offline marketing. The #1 of 1128 Jackson Yi Gift Boxes# topic succeeded in attracting over 1600W+ reads and generating over 1200W+ interactions on Weibo, ranking NO. 3 among the hottest Weibo topics. Also, by guiding consumers to online and offline stores, adidas neo succeeded in harnessing the power of its passionate fan base to strengthen sales.

作为一个流行偶像，易烊千玺是能够传达出阿迪达斯neo系列“生来好动”主题的完美候选人。阿迪达斯neo的目标消费人群里有相当一大部分是易烊千玺的粉丝。这次营销活动便是针对这些粉丝发起的。利用易烊千玺的明星身份，给粉丝和偶像互动的机会，以此拉近了阿迪达斯neo与其粉丝的距离，同时邀请他们成为品牌中的重要部分，运用粉丝的消费能力将线上与线下的营销手段结合起来。微博话题“千玺的1128分之一”吸引了超过1.6亿人浏览，微博互动也达到了1.2亿人次，在微博最热话题中排名第三。通过引导消费者在线上或在实体店消费，阿迪达斯neo成功地利用了粉丝的热情，以此提高产品的销售量。