不用拍的广告片？深度拆解美团闪购AIGC营销新案例

Core Insights - The article discusses how Meituan's flash purchase service effectively utilizes AIGC (AI-Generated Content) technology to enhance brand value rather than merely as a gimmick [2][3][45] - The shift in marketing focus is highlighted, moving from generating eye-catching content to clearly conveying brand core values [4][6][45] Group 1: AIGC in Marketing - AIGC should be viewed as a "brand value amplifier" rather than just a tool for flashy content [3][45] - The marketing landscape is evolving, with a greater emphasis on whether AI-generated content communicates the brand's core message effectively [6][45] - Meituan's flash purchase service created two AIGC marketing videos that serve as a case study for how technology can articulate brand messages [7][45] Group 2: Video Analysis - The first video, dubbed "Journey to the West," emphasizes the speed of Meituan's service, showcasing the concept of "instant retail" [18][30] - The second video focuses on the diversity of products available through Meituan, illustrating the idea that "everything is reachable" [33][42] - Both videos successfully integrate AIGC to convey the core values of speed and variety, enhancing viewer perception of the brand [43][45] Group 3: AI's Role in Marketing - AI is transitioning from a mere efficiency tool to a foundational element in narrative construction for marketing [48][50] - The use of AI allows for the realization of creative ideas that were previously constrained by budget and technical limitations [52][54] - The successful implementation of AIGC in Meituan's marketing demonstrates a shift in how brands can leverage technology to express their core values [56][75] Group 4: Meituan's Unique Position - Meituan's flash purchase service is uniquely positioned to utilize AIGC due to its business model focused on instant delivery and diverse product offerings [59][66] - The alignment between the immediacy of AI-generated content and Meituan's service promise enhances the effectiveness of their marketing strategy [63][66] - The case study illustrates that effective AIGC marketing requires a clear understanding of brand identity and the appropriate application of AI capabilities [69][70]