6月17日晚，由湖南卫视、芒果TV和京东联合举办的"福至年中 开心派送"《京东618开心夜》圆满收 官，从充满欢乐的《开心派对开心乐》（《差不多得了》）开场，直至最后一秒的"难忘今宵"式《日不 落》，《京东618开心夜》为大家带来了一场彻头彻尾的全民狂欢！这场一年一度的年中盛会，不仅在 播出时始终高居同时段全国卫视收视第一，甚至在晚会结束后相关话题依然在热搜平台霸榜，引起持续 不断的关注讨论。据统计，晚会全网传播总量高达62.7亿次。从阵容安排到节目设计，从主题设置到热 度发酵……芒果台再次证明了自己在内容领域的独到眼光与顶尖实力。 | | | | C 2025東东618开心夜 | | --- | --- | --- | --- | | | | | 元目 | | 我的 | 热搜 文娱 杭州 要闻 | 血案 | | | | 实时热点,每分钟更新一次 | | | | 7 | 何员选李晟当女主的含金量 1129154 | 125 | | | 4 | 湖南卫视618开心夜 556670 | 100 | | | 4 | 4位浪姐自己组团出道 综艺 960951 | 15 | | | | 京东618开心夜 半个娱乐圈都来 ...

Core Insights - The article highlights the successful integration of entertainment and e-commerce during the JD 618 shopping festival, emphasizing the innovative marketing strategies that engage consumers and enhance brand visibility [1][2][5]. Group 1: Event Overview - JD 618 shopping festival partnered with Hunan TV and Mango TV to create the "Happy Night" event, focusing on entertainment marketing and interactive experiences [1][2]. - The event achieved over 6.6 billion exposures across platforms, with Mango TV's viewership exceeding 100 million within three days [2][13]. Group 2: Marketing Strategies - The collaboration established a comprehensive marketing ecosystem that spans television, video platforms, and social media, creating a closed-loop from content promotion to traffic conversion [2][5]. - A dual cooperation model was introduced, offering "title sponsorship" and "industry sponsorship" to provide differentiated exposure opportunities for brands [2]. Group 3: Target Audience Engagement - The event targeted Gen Z consumers through the "Youth Star Creation Plan," integrating a talent show to connect entertainment with commercial scenarios [3][16]. - Interactive game segments were designed to enhance viewer engagement and create visually appealing promotional content, leading to significant customer growth for participating brands [3][13]. Group 4: Innovative Consumption Experiences - JD's food delivery service played a crucial role, featuring customized shows that combined performance art with food delivery, enhancing user experience and creating new marketing opportunities [4][17]. - The event utilized digital tools for pre-event promotion and real-time engagement, maintaining audience interest through behind-the-scenes content [4][5]. Group 5: Content and Commerce Integration - The event exemplified the "content equals consumption" philosophy, with seamless brand integration into entertainment segments, facilitating immediate sales conversions [5][6]. - JD's resource integration strategy effectively shortened consumer decision-making processes, as evidenced by significant sales performance metrics from previous events [5][13]. Group 6: Long-term Brand Value - The "Happy Night" event has evolved into a standalone cultural symbol, promoting the concept of "happy economy" and transforming shopping into an emotional experience [6][13]. - The cross-industry collaboration is redefining e-commerce marketing boundaries, showcasing a replicable model for integrating cultural events with commercial activities [6].

今天分享的是：电商运营：京东25年618开心夜招商方案 报告共计：29页 《电商运营：京东25年618开心夜招商方案》显示，京东与湖南卫视、芒果TV再度合作打造618开心夜IP，2025年活动在延续2024年成功模式基础上升级三 大亮点：一是前置预热蓄水，通过6月1日-10日外围造势、11日"随我开心"官宣、12日-15日芒系IP联动艺人等环节汇聚流量，17日-19日开播期冲刺热搜；二 是联动校园之星打造青春造星计划，通过校园之星与明星嘉宾搭档进行礼包产品口播，结合"京东618，又好又便宜" slogan释放福利；三是联动京东外卖打 造热点营销事件，舞美融入外卖场景并设计定制秀与艺人互动，四轮环节发放外卖神券，结合招商品牌随餐赠送产品（如益生菌、酸奶等）。 晚会拟邀何炅领衔的芒果主持团及虞书欣、檀健次、大张伟等多领域艺人，设置"好运常实""音浪派对"等四大主题派对，融入"随我爆改秀""开心抢麦"等互 动形式，结合湖南经典IP如《声生不息》《庆余年》等增强话题热度。 招商分为总冠名（1席，1500万现金）和行业赞助（3席，500万现金/席），权益涵盖定制秀、主持人口播、字幕条、栏目包装（冠名片头、角标、片尾鸣谢 ...