在市场经济竞争日趋激烈的今天,品牌已然超脱单纯意义上的商品,被附上了公众形象、社会责任等在内的诸多衍生价值。这是一个双向互动的全新时代,人人都是信息流的传递者,移动场景下,品牌如何给予用户更准且深的互动体验,成为品牌及营销从业者必然要面对的行业挑战。营销环境的变革、营销技术的革新、营销需求的丰富以及营销产业链的升级,都倒逼着传统营销模式退居二线。近几年,越来越多的新型推广案例总是在不经意间进入公众的视线, Today’s increasingly competitive market economy, the brand is already beyond the simple meaning of the goods, have been attached to the public image, social responsibility, etc., many derived value. This is a brand new era of two-way interaction. Everyone is the transmitter of information flow. Under the mobile scenario, how the brand gives users a more accurate and deeper interactive experience has become an industry challenge that brand and marketing practitioners must face. Changes in the marketing environment, marketing technology innovation, marketing needs and the upgrading of the marketing industry chain, are forcing the traditional marketing mode relegated to second-tier. In recent years, more and more new promotion cases have always inadvertently entered the public’s eyes,