泰兰尼斯X《开始跳舞吧3》打造童鞋行业综艺营销新标杆

Core Insights - The show "Let's Dance 3" has achieved over 500 million total exposure, ranking high on the broadcast charts, and has attracted industry attention for its innovative brand integration model [1][15] - The exclusive title sponsor, Tailaniss, effectively integrated its "Stable Running Shoes" technology into the show's narrative, successfully conveying the brand message of "Street dance should be cool, stable running protects" [1][15] Audience Engagement - The show demonstrated strong market appeal, with the first episode garnering 34.25 million views and the second episode peaking at 71.88 million views, maintaining an average of over 70 million views for the first six episodes [3] - Related social media discussions around the hashtag Let'sDance have exceeded 210 million in views and 8 million in discussions, significantly enhancing brand visibility [3] Innovative Brand Integration - Tailaniss's brand integration in this season broke traditional models, utilizing various deep integration methods across eight episodes, establishing strong brand recognition from the first episode [5] - The show featured natural product placements, such as highlighting the shoes' features during performances, which created a strong association between the brand and professional dance [5][8] Professional Authority and User Experience - The program transformed complex technology into relatable experiences through professional guidance, enhancing the brand's authority in the "professional protection" domain [8] - User testimonials during the show reinforced the brand's credibility, creating a positive feedback loop from "the brand claims" to "users proving" [8] Brand Evolution and Value Integration - By the season finale, the shoes were positioned as "battle boots" for participants, culminating in a narrative that intertwined the brand's value with the show's core themes of growth and dreams [10] - The brand evolved from being seen as mere "stage equipment" to becoming a "training partner" and "guardian of growth," deeply embedding its value within the show's narrative [10] Extended Brand Influence - During the show's airing, Tailaniss's social media accounts effectively operated around the show's content, generating significant user-generated content and achieving over 520 million total exposures [12] - The participation of guests in dance challenges while wearing Tailaniss shoes further amplified the brand's influence [12] Strategic Marketing Insights - The collaboration between Tailaniss and "Let's Dance 3" represents a new model for business cooperation in the children's footwear sector, moving from passive exposure to active resonance [15] - This partnership serves as a valuable case study for brands in the entertainment marketing field, showcasing how content and emotional connections can drive mutual success and industry innovation [15]