Review of eight classic cases of online marketing in 2015
Source: Shangpin China |
Type: website encyclopedia |
Time: March 21, 2015
Since 2015, interesting interactive marketing has never left our lives. From the "instant body" that swept microblogs at the beginning of the year to the "ALS ice bucket challenge" that later set off a trend, we have seen the infinite possibilities of interactive marketing. Now, let's taste China for everyone Website production The company takes stock of eight impressive interactive marketing cases in 2015.
1. ALS Ice Bucket Challenge
The ALS Ice Bucket Challenge can be said to be a big winner this summer. It was introduced from abroad and has been continuously fermented by the largest social platform microblog in China. Those who took the lead in accepting the challenge were big men like Lei Jun and Li Yanhong in the scientific and technological circles. Later, stars from all walks of life in the entertainment industry also joined in the event, which continued to heat up the ice bucket challenge. The onlookers said that although the possibility of being named was very small, it was really a great pleasure to watch such friendly and funny videos posted by celebrities who were always high above the crowd.
The full Chinese name of ALS is "amyotrophic lateral sclerosis". Pete Frates, a famous baseball player at Boston College who suffers from this disease, hopes that more people can pay attention to this disease, so he launched the Ice Bucket Challenge. The rules of the event are as follows: the named people either complete the Ice Bucket Challenge within 24 hours and upload the corresponding video to social networking sites; or donate 100 dollars to fight against ALS. Because the rules of the challenge were relatively simple, the event was spread like a virus and collected 257 million yuan of donations in just one month.
Comment: The ALS Ice Bucket Challenge is a very effective combination of public welfare and marketing. Maybe Pete Frates did not expect such a crazy spread when he launched this activity, which is also unintentional. Many brands also rely on this activity to take advantage of marketing, the more famous is that Samsung launched an "ice bucket challenge" to Apple. In general, the success factors of the Ice Bucket Challenge can be summarized as follows: 1) Low threshold participation mechanism; 2) The successful application of social psychology. The challenge information is published on a transparent social platform, which means that participants resort to indirect public commitments. Under the supervision of everyone, the possibility of completion and continuation of activities is higher; 3) Communication effect of celebrities. In fact, this kind of large-scale public figure participation can be regarded as the first time in the history of interactive marketing.
2. WeChat reading for the blind
This year, WeChat has done another great thing in public welfare. People only need to pay attention to the WeChat official account "reading for the blind", and then they can contribute a voice to the blind according to the article paragraphs they are assigned. Those contributed sounds will be collected into the library through intelligent filtering. After the launch of the activity, the attention and praise rose straightly, and an average of 15000 voice donations were received every day. In order to call on more people to join the event, WeChat also invited Gao Yuanyuan, Hu Ge, Ni Ni and other stars to collect the book.
On October 15, the International Day for the Blind, WeChat will send the "Joyful Reading Box" with recorded audiobooks to children with visual impairment, hoping that these children with reading difficulties can make their spiritual world more full and rich by listening to the books.
Comments: different WeChat functions, different public donations. WeChat's "Reading for the Blind" is a win-win activity. It not only arouses people's sympathy and completes people's sense of self realization, but also enables people with visual impairment to "read" more books.
3. Marketing of Han Han's "Meet Later"
Seeing Xiao Si earn a lot of money again with the film version of Small Times, Han Han finally can't sit still and decides to add one more to his identity as a writer, racing driver and father-in-law of the whole nation, director. Different from Small Times, the film Never Regret has no fan base of the original book, but is another material for new creation. In the early stage of the film's micro blog publicity, it did not rely on the relevant details of the film, but on the photos of the actors or directors on the set, with "Korean humor" tease postings, which were spread on the micro blog. Many netizens are more open-minded, and almost every microblog has many "god comments". The relevant marketing magnates summarized these "god comments" and then spread them in the form of microblog, which made the high-quality UGC get effective secondary dissemination. Therefore, the early publicity of "Meet Later" not only keeps the mystery of the film, but also makes full use of gimmicks on topics.
After the film was released, the classic sentences of the main characters in the film were made into pictures and spread, which quickly triggered free creation of various styles. The most classic is "XX will be reckless, and X is restraint". These simple and easy to adapt sentence patterns instantly aroused the enthusiasm of netizens for creation, and even consumers who have not yet gone to the cinema to watch them will not be unfamiliar with their lines. In addition, "See you later" has established a personal microblog for Madagascar, the popular Alaskan dog in the play, which is mainly used to interact with the behind the scenes stories of cute and movie making, so that the film has a more complete image in the hearts of the audience.
Comment: After the successful exploration of online interactive marketing in "To Youth", the new directors of the film industry have embarked on this road. Houhui Wuqi is also one of the team members, and performs well. From the early publicity to the late topic hype, the film can be said to really play the power of UGC. Although we don't know how many of them are created by internal personnel, it has not affected its outstanding results.
4. Inman's first cloud conference in the world
You may never have thought that the clothing press conference could be completed online, but this year Inman's new clothing press conference set a precedent. The theme of this press conference is "Say hi to the sunrise". Taking the opportunity of inviting urban women to watch the sunrise, we will bring consumers an unprecedented "sunrise" conference on the PC and mobile phones, conveying the idea that we should slow down our pace of life. The conference was launched on China's largest e-commerce website "Tmall" and the mobile social software "WeChat" with the largest number of users in China.
In Tmall, through the experience of interactive videos, participants can interact with story lines and get coupons during the viewing process. They can select and purchase while watching, and experience 360 degree display of clothing details. The final page is directed to Tmall Mall, so that consumers can feel the fun of rush buying to the greatest extent. The combination of launch and sales is the biggest focus of the user experience of Inman Cloud Launch. The experience on the WeChat end, in response to the functional attributes of mobile phones, customizes gravity sensing and multi touch interaction to improve user experience. Users can watch the cloud launch event in 360 ° panorama, and capture models to draw coupons.
It is reported that a total of 100 machines were used for the shooting of this cloud conference, more than 100 staff, full HD 360 degree live shot combined with CG 3D computer synthesis technology, 500 minutes of material essence was cut into 4 minutes of shocking short film, and different platforms achieved unique interactive experience.
Comment: Break the traditional thinking and move the conference to the cloud to complete. For women's clothing e-commerce brands, it is not easy to have such creativity and execution. Nowadays, e-commerce brands tend to attract attention by reducing prices and discounts, and Inman has set a good ranking for the branding of apparel enterprises. It not only completed the launch of new products and helped the brand to boost sales, but more importantly, it deepened the brand image of Inman and delivered the brand proposition of slow life. It is believed that in the future, e-commerce brands will try more innovative social marketing.
5. Mobile phone Baidu "brush your face and eat"
Four years later, the World Cup came again. Many brands are ready to work hard during the World Cup, and Baidu launched the "World Cup Face Brushing and Eating" activity, which was a great success. Consumers only need to take a picture of themselves with Baidu mobile phone, and the system will automatically identify and score, and give corresponding coupons according to the scores, which can be used when placing an order for Baidu takeout. Although this process seems simple, it requires a high level of technology. Scoring faces means that image recognition technology and face recognition technology need to be called. Baidu, as one of the three Internet giants in China and an expert in the search field, has applied what it is best at to the marketing field.
Comment: "Selfie" is a hobby of most mobile phone users. Baidu is an excellent way to meet consumers' desire to take self portraits and let them get preferential treatment on "food, clothing, housing and transportation". Moreover, it can be imagined that there are always some aggressive or curious consumers who will constantly change their angles and positions to take photos in order to get higher scores and more preferential treatment.
6. Volkswagen - Don't look at your mobile phone while driving
How to effectively emphasize the basic knowledge of "Don't look at your mobile phone while driving" to people, and promote posters and advertising slogans? NO NO, the public tells you that there are other more effective methods. Hong Kong Volkswagen has reserved the advertising space before the opening of the cinema film, played a first visual picture of the car moving forward, and then used LBS technology to push SMS messages to the on-site audience. When the audience heard the SMS prompt tone, they all picked up their mobile phones to check. At this time, the car in the movie screen also had an accident. In the last picture, you can see the prompt "Playing with mobile phones is the main cause of current traffic accidents. Cherish your life and don't play with mobile phones.". Comment: Coca Cola has played the movie theater marketing before to remind the audience not to make noise when watching the movie. This time, Volkswagen played a better game by using LBS SMS push function, so that people no longer watch movies from the perspective of bystanders, but as the first person to experience the harm of driving to watch mobile phones.
7. Luo Yonghao PK Wang Zirong
One of the most powerful dating fights this year was Luo Yonghao vs. Wang Ziyou. The whole process from microblog choking at the beginning to Youku live broadcast on the evening of August 27 could not help but make people sigh that their previous fights were too free. The reason for the quarrel originated from the third party evaluation organization Zealer's evaluation video on the hammer mobile phone. In the video, Wang Ziyou questioned the relevant configuration of the mobile phone. Lao Luo refused to accept it, and an appointment was born. After three hours of verbal combat, even laymen who do not know professional terms are frightened by the posture of the two. After this battle, Wang Ziyou, who was not very famous, was well known by the public, and the Hammer mobile phone also made a good crisis public relations for itself.
Comment: Lao Luo used his feelings to make a mobile phone and perfectly applied the fan economy, but he still could not hide the fact that the Hammer mobile phone is not the second best used mobile phone in the world. Of course, there is another big winner in this "Internet First", that is Youku, which bought out the three hour copyright.
8. Coke lyrics bottle
Following the "nickname bottle" of the previous year, Coca Cola continued to make efforts to launch the "lyrics bottle" this year. From Jay Chou to Mayday, most of the lyrics on the lyric bottle come from songs that people are familiar with. In addition, consumers can scan the QR code on the bottle to watch short music animations and share them on social platforms. Let young people express their feelings through lyrics or music on the bottle.
After "nickname bottle", Coca Cola is more familiar with the promotion of "lyrics bottle". First, we launched customized products on KOL microblogs like Pan Shiyi and Ren Zhiqiang, and let more consumers know about them through their celebrity effect. Then, publish the content related to the lyrics on their own microblog to cooperate with the product. As a result, it was not long before we saw that many friends also had interesting lyrics on their social platforms.
Comment: Coca Cola, as the most vital FMCG in the world, makes consumers feel the strong vitality of the brand every year. The appearance of the lyrics bottle made young people who love music review the songs full of memories. The innovative bottle design made people shine and was quickly shared on various social platforms.
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