| Yulebao launched by Alibaba is the most creative and groundbreaking customer-to-business (C2B) Internet entertainment product and marketing platform on which fans can interact with each other. Customers will have the opportunity to enjoy the entertainment rights and interests of various kinds as long as they take part in the popular entertainment and cultural projects. By providing fans with access to entertainment projects such as films and TV series, the update of these projects, face to face interaction with entertainment stars, premiere of films and variety shows and so on, Yulebao engages fans in their execution of entertainment rights and interests when entertainment projects are carried out, thus creating a completely new way for people to entertain themselves. As the globally largest C2B investment and funding platform for films in the present, Yulebao is followed by millions of people. However, due to its small amount of publicity and limited influence among a large group of customers, Yulebao by working with Tmall Magic Box rolled out some marketing events during China’s Spring Festival holidays so as to enhance its publicity, increase the number of fans of different ages and strive for more rights and interests enjoyed by customers. This graduation project based on two large timing events, namely "Occupy New Year’s holiday" launched by Yulebao and "Love me, Love couch-potato" launched by Tmall Magic Box comes up with a joint marketing proposal which integrates two events’advantages in resources for a win-win outcome. |
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