小程序案例|迪士尼樱花季

客户：迪士尼

服务：互动策略与创意/程序设计与开发/UGC征集/抽奖互动/线上下联动

上线：3月19日

Client: Disney

Service: Interaction strategy & creative idea/Program design & development/UGC collection/Lottery interaction/Online & offline linkage

Updated date: 19 March 2021

配合樱花季主题周边产品，迪士尼中国上线了“迪士尼樱花季——跟着迪士尼伙伴去赏樱”小程序，用户通过参与线上互动，赢迪士尼樱花季周边奖品。

Disney China launched the "Disney Cherry Blossom Season-Enjoy Cherry Blossoms with Disney Friends" Mini Program, accompanying the Cherry Blossom Season Special products. Users can participate in online interactions to win featured products as prizes.

用户可通过精美的樱花季场景及迪士尼IP角色，设计专属的樱花季海报。小程序通过用户自主分享或保存海报作为手机壁纸，强化用户对迪士尼樱花季产品的了解，激发用户购买欲望。同时配合抽奖互动，有机会获得樱花季精美产品及线上线下消费优惠券，为其他ip合作伙伴导流。

To start with, users can design exclusive Cherry Blossom season posters, with the beautiful Cherry Blossom season background scenes and Disney IP character stickers provided.The Mini program allows users to share and save personalized posters as wallpaper, to strengthen users' understanding of Disney's Cherry Blossom season products, and stimulate purchase desire. At the same time, the lottery interaction, with Season limited products and online/offline consumption coupons as prizes, further drives traffic to other platforms.

Mini Program Experience Strategy

小程序体验攻略

Cherry blossom rain creates immersive experience

樱花雨互动 沉浸式体验

摇一摇即可查看樱花雨效果；

强化视觉体验及突显互动主题。

Shake the phone to see the cherry blossom rain;

Enhance visual experience and highlight interactive themes.

Fun interactions generate exquisite UGC

趣味互动 产出精美UGC

新用户展示新手教学引导，快速了解体验方式；

多种迪士尼元素可供搭配选择，加大创作自由度；

合作产品作为布置元素，增加产品曝光量。

Guide for new users introduces interaction steps and regulations efficiently;

Various Disney elements available for selection increase creative freedom;

IP collaborative products are designed as layout elements to enhance product exposure.

Lottery interaction increases participation and directs traffic to multiple channels

抽奖互动 提升互动参与度

完成互动即可参与抽奖，提升互动参与量；

奖品包括实物礼品、线上商城及线下门店优惠券，完成O2O链路体验，提升各渠道引流。

Users can enter the lottery after creating a poster, which increases participation;

Rewards, including physical gifts and boutique coupons used both online and offline, complete the O2O circle and drive traffic to all channels.

Content Page Displaying All IP Collaborative Products Attracts High-Quality Traffic

全系列合作产品展示 优质流量入口工具

迪士尼樱花季合作商周边产品展示，不同产品可跳转至各合作方小程序商城或京东商城，引导用户浏览及购买。

Detail pages of Disney Cherry Blossom Season partner products direct users to the official Wechat boutiques or JD boutiques of IP collaborators, to guide browsing path and encourage purchase.