文|烧脑广告（shukewenzhai）

是的，11月底UC网盘联名电影《蜡笔小新：新次元！超能力大决战》，推出了全新的家庭空间。正如蜡笔小新的经典台词“你回来了”，风起云涌的个人云储存行业，似乎也迎回了一位「全新的故人」。

01

跨界联名不是年轻专属

在跨界联名与IP合作屡见不鲜的时代，茶饮品牌面向年轻人极度内卷地不断推出「联名爆品」，而UC网盘作为云储存工具推出的小新联名却转而顾及起了「中坚青年」，甚至有孩家庭人群——原来，会玩、跨界并不是年轻人的专利。

往往所谓“传播代沟”不过是不同年龄层社交语言的不同，正如“躺”文化无法完全理解“卷”文化背后一代人的家庭责任感一样。但UC网盘似乎发现了 “谐音梗”通用性。奈雪小新联名大热在前，UC网盘的广告片没有被电影宣发的素材限制，反而抓取了家庭生活里的趣味日常，以“小心”和“小新”的谐音梗趣味召唤出小新联名的全新家庭空间。最妙的是每个“小心”场景素材的选择，既展现了家庭的欢乐瞬间，又没有触发“小心”的危险联想，还以记录定格的方式关联了家庭存储的产品身位。

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02

跨界联名要回归产品

说到蜡笔小新。其实，IP不是品牌，是文化，而文化形成了用户记忆，用户记忆又转为了情感联想。蜡笔小新作为国民级的动漫IP，粉丝受众以80~90后为核心，男女比例均衡，其文化内核正是“爱与家庭”。由此可见，UC网盘此次联名的清晰洞见——同款蜡笔小新的家庭空间，同款蜡笔小新的幸福家庭。

用幽默的态度对待现实，这是UC网盘此次联名活动海报的创意核心。略带冒犯的文案在蜡笔小新全家五口（野原广志、野原美伢、野原新之助、野原向日葵和小白）的形象下有了别样的幽默与共情感，特别是野原广志和蜡笔小新，一定程度是上说出了UC浏览器和UC网盘的绝大多数男性用户的心声，而UC网盘全「新」家庭空间的产品功能，给了每个「家庭人」一个理由。

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03

跨界联名传播尽管「出格」

「疯批」文化流行，不仅网友「造梗发疯」，品牌们也不再矜持。到底什么样的「发疯创意」可以触动中坚青年 ——UC网盘选择了「靠脸」传播。

第一步，打造基于UC浏览器的传播玩法「蜡笔小新撞脸挑战H5」。找准家庭空间照片共享存储功能，以「上传照片测一测小新脸型相似度」与「分享结果100%中奖」的裂变玩法为核心。

第二步，预热期跨圈童年记忆《家有儿女》，具有同款小新脸的小雨和鼠标在社交平台“冒名认脸”UC网盘新朋友，以#夏东海你儿子脸型输了# 制造联名噱头引发海量“回忆杀”。

第三步，官宣期，“靠脸吃饭”的热度达人（这英、连发儿、钟美美等）下场，魔性撞脸蜡笔小新角色，引导各路达人、母婴、亲子博主参与撞脸挑战，点爆话题关注度，提升UC网盘认知度。网络讨论度高涨，网友纷纷表示“我站蜜蜂小狗一票”。

04

跨界联名周边紧扣家庭

怎么用好IP授权是难题，而往往联名周边占据半壁江山。除了传播素材外，UC网盘依靠产品工具优势推出了蜡笔小新主题界面皮肤限时体验，针对个人空间、家庭空间、不同会员等级提供不同的限定主题皮肤；其次强化网盘的存储属性，开放多款联名壁纸下载转存；此外也定制了3种合计6款小新周边，包括家庭手账（全家款、小新款）、透卡相框（暖心款、调皮款）、家庭车贴（宝宝款、安全款），每一款都以小新经典台词为依托，讲述家庭的意义。

这已经不是UC网盘第一次“出格”传播了。在2023年秋季开学季，UC网盘就以“神兽归笼，家长自由”为主题在北广深三城进行了线下大字报快闪和家长采访，说出了家长内心不好讲出口的OS。

在个人云储存行业一家独大、痛点明显的行业阶段，UC网盘以全新的面貌回归，更谦逊地解决用户需求，不求只用UC网盘，但求给用户“多一个网盘”的新选择，更期望于让UC浏览器回归“好搜 好看 好好用”的品牌目标。在这条路上，好的产品与会玩的营销结合，“又快又好用“是UC网盘的追击之路。

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