By teaming up with Pizza Hut to launch the "No-Work Healing Center", how does Maimai achieve brand experiential marketing iteration?

The ever-changing market environment has made experiential marketing no longer a new term. Today’s marketers born in the 1990s may even sneer at the term, believing that it is an antique asset in the industry. Looking back, do all brands really understand what experiential marketing is? I randomly interviewed 5 brand owners around me (if you are reading this article, you can also think about it together).

Almost all brand owners told me without hesitation that experiential marketing is nothing more than setting up a cool 3D offline super experience store? Admittedly, experiential marketing is a term cultivated by Internet brands, but it does not mean that an online brand setting up an offline experience store is called experiential marketing.

Going back to the source, any kind of advertising is nothing more than a means of hunting consumers. In marketing, a brand is like a man courting, pursuing the favor of consumers. Therefore, the introduction of experiential marketing must be related to the transformation of consumers. Ultimately, it can be traced back to the changes in people's consumption upgrades. The rapid economic development has basically solved the problem of food and clothing, and consumers have then turned to pursue higher spiritual consumption, while also paying more attention to the overall experience of consumption.

Back to reality, when we eat now, we not only care about whether the food is delicious, but also whether the restaurant has a good environment and atmosphere. Therefore, a restaurant that pays attention to the style and atmosphere can also be said to be experiential marketing. The inherent drive of consumption upgrading has made experiential marketing popular. And as I said, this seemingly outdated brand knowledge does not seem to be really used by the brand.

But recently I noticed that the "No-Work Healing Center" launched by Maimai and Pizza Hut has truly achieved a transparent brand experience marketing iteration through multi-dimensional integrated three-dimensional communication created online and offline, and even helped Maimai to achieve an IP-based brand upgrade. So how did Maimai conduct strategic insights behind this and gradually defeat this topic-based experiential marketing proposition?

Review: From work to funeral, emotional interventions step by step encircle and annihilate the Huanfa experiential marketing quintet

From workplace topics to the "non-working healing place" that saves those who are depressed by office work, Maimai has aroused users' resonance through emotional approach, and then has used experiential marketing tactics to design one by one at the five levels of consumers' senses, emotions, thinking, actions, and associations, to bring out the highest-level resonance of the experiential marketing quintet. Below I will conduct a comprehensive review in the order of their appearance.

1. The "emotional" approach kicks off: Does your boss know that you are so depressed on Monday?

From Heytea to Sangtea , from chicken soup to toxic chicken soup and Sang culture , this decadent, funny and real culture has inadvertently become a common language among modern young people. As China's largest real-name workplace social platform, Maimai cleverly took advantage of the "unhappy work" mentality of the majority of office workers as a starting point, using the first method of experiential marketing: the emotional perspective of users on the site, capturing the inner pain points of people in the workplace, and using emotional resonance to kick off the entire round of communication.

By releasing a survey poster on work aversion titled "Does your boss know that you are so depressed on Mondays?", the company quickly attracted users' attention and gained attention. It also released the article on multiple channels , including the Maimai site splash screen poster, Weibo and Weibo accounts, Pizza Hut headquarters Weibo, and Shenzhen local service accounts. The heartfelt article set the tone for communication.

2. Forced "thinking" dominates and takes over your mind: work or sad work?

After striking a chord with users from an emotional perspective, Maimai then used the second method of experiential marketing, thinking about the problem from the user's perspective and launching a UGC topic discussion on the Maimai website, "I heard that Maimai and Pizza Hut have opened a healing center for those who don't work. Do you need healing?"

Work shift or funeral shift? The non-open topic discussion and the two-choice imperative questions force users to think, making the brand have the temperament of a domineering president, with a hint of aggression, quickly conquering the hearts of users, causing the topic to continue to ferment on the site, and more and more users to join the discussion.

3. Scene “association” invades the audience: Since you like to eat at Pizza Hut so much, you must be a working class person, right?

After online diffusion and discussion reached a climax, Maimai further used the third level of experiential marketing, combining user scenarios for associative marketing and invading the audience's life scenarios.

For working people, the places they come into contact with most often are subway stations and restaurants.

Let me tell you the truth, no matter how unpleasant it may be, after working overtime and being scolded by your boss, the most healing thing is not your mom’s scrambled eggs with tomatoes, but KFC’s Mojito Girl, McDonald ’s perfect eggs, Burger King’s pork elbow burger and Pizza Hut’s Hawaiian cheese pizza!

Maimai captured this insight and launched the "Non-Work Healing Center" through a cross-border collaboration with the neon light of Pizza Hut on the streets late at night. It carried out a fully embedded transformation of the Pizza Hut on the first floor of the Science and Technology Park in Nanshan District, Shenzhen (Exit A3 of Shenzhen University Metro Station). At the same time, 121 Pizza Hut stores in Shenzhen, Zhuhai, Hainan, Guangxi and other places jointly carried out healing. Create scene connections through real users, rather than some purely self-entertaining offline pop-up stores staged by brands.

4. Brand "action" surrounds users: Curing workplace unhappiness that makes going to work like going to a grave

In fact, the experiential marketing quintet itself is also interconnected and overlapping. From the action level, the brand initiatives of Maimai have been reflected in the connection. Together with Pizza Hut's "No-Work Healing Center", they are actually replenishing more energy to users in a joking way.

For those “unlucky office workers” who hate going to work but have to go to work due to the pressure of life, Maimai grants you the supreme magic power to cut through the difficulties and get ahead! Have another cup of “Promotion and Salary Increase Cup”! May you all become what you want to be!

5. “Sensory” interaction deepens the impression: Come and sign with the workplace sad person, and you can also vent your feelings!

After the brand outputs a large amount of direct information, sensory interaction is the last link in deepening user experience marketing. In the design of the last link, Maimai also associated it with the scene of Pizza Hut. In this customized "off-duty healing center", Maimai has installed a large number of interactive mechanisms.

Bad fortune in the workplace: If you are so depressed, come and ask for a fortune to change your luck!

Frustrating complaints about the workplace: When the words are on the tip of your tongue but you can’t say them out loud, just let them out!

Anatomy: Focusing on the working population, three-dimensional communication creates experiential marketing brand upgrade

After comprehensively analyzing and reviewing Maimai's cross-border marketing based on the five definitions of experiential marketing, we found that Maimai has leveraged its position as the largest real-name workplace social platform in China to carry out a variety of online and offline full-angle and three-dimensional communications around the workplace population, and gradually achieved brand upgrading through one-stop experiential marketing.

Behind this, there are a lot of knowledge points. Based on my personal insights, I have summarized the following three learning points and shared them with you:

1) If you want to capture someone’s emotions, you must attack their mind.

The core difference between experiential marketing and traditional marketing is that users not only care about the results of consumption, but also the experience of the consumption process. Therefore, brand owners need to redefine and design marketing thinking from the five aspects of consumers' senses, emotions, thinking, actions, and associations.

Based on this conclusion, the users we face are no longer rational users in essence, but more emotional users. It's like, in the past you said that this soap can wash clothes clean, but today you want to place green lotus flowing water in the store to create a cleansing atmosphere. In short, it means "If you want to take away their emotions, you must attack their minds."

If you want to win the favor of users, you must shift from functional marketing to mental strategy, fully understand the user's temperament, and design marketing logic based on the user's G-spot. In this round of communication, Maimai gained a comprehensive insight into the culture of mourning, and through the homophonic association of "going to work" = "sorrow class", it laid a good foundation for subsequent communication.

2) Cross-border cooperation, connecting users to achieve brand-effect integration

In collaboration with Pizza Hut, one of the most popular fast food brands among young people, we strongly inserted ourselves into the audience's field of vision by associating it with the life scenes of people in the workplace, and opened an offline "Non-Depressed Healing Center", which is also an important catalyst for the active spread of this communication.

Young white-collar workers in the workplace are undoubtedly the largest user group of Maimai, and Pizza Hut is also an important consumption place in the daily life of white-collar workers in the front-line workplace. Find the appropriate emotional resonance of "not losing class" among the loyal users of both sides, use interesting brand derivatives (demand cutting knives, etc.) to convert potential users to each other, fully realize the mutual penetration and integration of the brand attitudes of both sides, and far surpass the brand's self-entertainment offline pop-up stores in the real word-of-mouth communication of the audience, so that the communication can achieve high marketing efficiency of product and effect integration. This is the most wonderful cross-border cooperation in the second half of this year, combining communication from the brand's vertical field to the actual scene.

3) Step by step, multi-dimensional attack to create three-dimensional communication

Looking back at the communication trajectory of Maimai's "Non-Depressing Class Healing Center", from the emotional resonance caused by the "depressing class" culture to the eye-catching survey report on work aversion, to the fermentation of UGC topics on the site, and the appearance of the customized "Non-Depressing Class Healing Center" offline, it finally puts forward the healing of "going to work is like going to the grave" and Maimai's brand attitude of "a blue ocean of opportunities in the workplace stage".

Such a complete three-dimensional experiential marketing closed loop has a clean and neat communication structure, each link is exquisitely designed, and the communication forms are diversified, with both channel innovation and content innovation. The online and offline links are closely linked, allowing the overall case to be launched with great force and exert influence and penetration.

Thinking: Positive brand values, a gentle move to capture the audience

Whether it's fried eggs with tomatoes from overseas with a 12-hour time difference, or the warmth bomb that there is always someone who secretly loves you. Even though the world is dangerous and there are countless complaints, we are still the little people who embrace love and hope, work hard, live seriously and fight in the workplace. He said he would quit if he had to work overtime again, but when a client called, he obediently took out his computer.

You can feel free to criticize and make fun of these positive and hard-working people. Make fun of yourself, humor others, and face the ups and downs of life with optimism. But don’t be afraid, we still love you!

Maimai x Pizza Hut's "No-Work Healing Center" allows every young person to "not be depressed at work". The positive brand value transmission not only hits the pain points of people in the workplace who are bored with work or even have work phobia, but also elevates simple witty complaints to a higher value dimension of relieving social pressure, reflecting Maimai's purpose of always advocating positive energy in society, and once again clearly emphasizes Maimai's own brand attitude [Blue Ocean of Opportunities in the Workplace Stage]. This round of rich experiential marketing not only spread the word, but also successfully helped Maimai upgrade its brand.

The author of this article @Lulingzicun is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform