关键词: 科普品牌, 全媒体传播, 媒介融合, 传播矩阵

Abstract: The practical experience of omnimedia communication of the scientific documentary series “Climbing” with a science popularization nature and using documentary techniques is sorted out. A set of operable model for building an omnimedia brand is explored and summarized,which combines offline press conferences and promotional activities with short video matrices,print media promotion,radio promotion,online live streaming,overseas dissemination,and other methods to form a multi-level and three-dimensional communication channel,actively expand the scope of communication,and strive for the maximization of brand effect.

Key words: science popularization brand, omnimedia communication, media convergence, communication matrix