第22届世界杯于北京时间2022年11月21日至12月18日在卡塔尔举行,东鹏特饮继成为“CCTV2018年FIFA世界杯转播赞助商”后,四年后再度与中央广播电视总台强强联合,荣任总台顶级足球赛事合作伙伴。
数据显示,2018年俄罗斯世界杯决赛,中央广播电视总台体育频道CCTV-5的收视份额达到40.91%,观众规模达亿万足球群体,可见其受球迷关注极高。中央广播电视总台拥有2022年卡塔尔世界杯在中国大陆地区独家电视和新媒体版权及分许可权利。今年总台转播期间,东鹏特饮广告将在64场赛事中播出,覆盖中央广播电视总台CCTV-1、CCTV-5、CCTV-5+、CCTV-16等电视频道。
作为一款多年来深受消费者喜爱的能量饮料,东鹏特饮含有多种功效成分和人体必需的维生素:牛磺酸、赖氨酸及多种B族维生素等营养成分,有助于缓解身体困乏。特别是借力央视总台,在赛事焦点时刻的加时赛开赛前、点球前、补水时刻,东鹏特饮投放全新推出足球篇广告片,沿用球迷熟知的世界名曲 [Ole Ole We Are The Champion],将歌词“我累我困”与“ole ole ole”形成巧妙融合,魔性又醒脑。
东鹏特饮是我国能量饮料领先的民族品牌,凭借“累了困了喝东鹏特饮”、“年轻就要醒着拼”等品牌主张以及显著的抗疲劳功效,圈粉众多年轻消费群体。今年以来,东鹏特饮相继官宣赞助杭州亚运会、KPL王者荣耀联赛,以官方指定功能饮料的身份,塑造“为国争光,东鹏能量”的拼搏形象,进一步深化民族品牌印记。
东鹏特饮不仅携手央视总台陪亿万球迷熬夜看球,自11月20号起,还联合梯媒投放全新足球篇广告片,通过分众覆盖全国65个城市、通过新潮覆盖全国52个城市,开始为期一个月的传播,持续展示民族品牌的力量,也将进一步提升其品牌知名度和美誉度,吸引更多人爱上中国能量。
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