SUMMARY
With the “Post 95s generation” became the main force in the consumer market, the university campus had become a must win battle ground for all brands. Netease Youdao has a strong grip at the source of college students’ growth, which is combining the primary needs of those exam-ready students with Jin Mailang's product positioning of its “big, full, happy” to finally form an effective market segment. At the same time, create a preparation scenario for China’s official English Exam, open up the exclusive mental space, online gravitational wave progressive with the spokesperson Jia Ling and the Youdao’s god-tier examiner, creating a high-profile attraction scene for college students, guiding everyone to participate and battle, through immersive fun education method, has combined the stars, brand information and user learning in multiple dimensions. Additionally, with the fully linked scenario planning, coupons and interactive links are closely matched online, and online activities are used to stimulate enthusiasm. Through the education + entertainment method, the college students' groups was deeply affected, in order to open a new way of attracting users and expand the brands for both parties.
