“Jump Jump” is popular, how can brands leverage this momentum for marketing?

The WeChat mini -game “Jump Jump” has become very popular. Zhang Xiaolong even played it himself in a WeChat open class. It is so popular that searching for “Jump Jump” on Baidu will yield hundreds of millions of results. Many plug-ins have appeared and many bugs have been found. . . Let’s take a look with Qinggua Media editor

A few days ago, Zhang Xiaolong also announced a data in the WeChat Open Class pro , that the number of daily active users of "Jump Jump" has reached 170 million.

At this time, Jump Jump is not just a small game, it has become an IP hotspot. So, having already smelled the hot topic, brands have begun to "jump" to take advantage of it.

For example, Durex ’s poster copywriting is fast and accurate.

For example, the emotional account's soft article " WeChat jumps , revealing who likes you" also became a hit with over 100,000 views.

There are even brands that have embedded advertisements in the game, such as the convenience store Xuji Store.

In addition to this, what other marketing methods are there? The notes provide a new answer.

Suishuiji launched a real-life version of the "Jump Jump" challenge, completing a wave of interesting, effective and profitable marketing .

1. Fun

This live-action version of the game looks a lot like the hopscotch and hula hoop games we played as children.

It instantly evokes the childishness and interest of children, making people eager to try it. It can be speculated that the people who are jumping this year are most likely the same group of people who played hopscotch back then. It can be seen that our childishness has never diminished, it has just changed into a different form.

2. Effective

From Internet company CEOs to food delivery boys, from foreigners to locals, men, women, young and old are all crazy about the game.

The biggest worry when taking advantage of a situation is self-satisfaction; effectiveness is the key. The fact that this real-life jumping game is so popular shows that it is effective.

3. Rich

For this challenge, a prize pool of 100 million has been set up. The winner of the game is said to receive a cash reward of 20,180 yuan.

At the same time, the event also announced that 1 billion red envelopes would be distributed in conjunction with mobile QQ during the Spring Festival. If you have fun, you can take the money away, which also brings some expectations.

These are what you see on the surface if you look deeper from the outside to the inside. This wave of marketing by Suishuiji is worth thinking about and learning on three levels.

1. Activity level

Move the Jump Jump game offline to increase the sense of personal participation in the game. At the same time, as an offline game that is "familiar at first glance", it reduces people's cognitive threshold and increases participation. In other words, this event maximized the advantages of leveraging the situation.

In addition, it also triggered many big Weibo accounts to repost the report.

Among them, some netizens’ comments were so funny that they made them cry.

2. Marketing

A prize pool of 100 million in cash was placed directly on the scene, making those "Jump Jump" players who were trying to get into the top ten all day eager to try. There were quite a few such people, and you and me might be one of them. Soon, the live-action version of Jump Jump became a hot topic on Weibo.

Using fun activities as an introduction, cash is added as an output point of attraction to maximize the marketing effect. On the other hand, it also reflects the product attribute of Suishuiji: "accounting and financial management ".

3. Brand level

With #Win at the First Step# as the theme of the event, during the period of bidding farewell to the old and welcoming the new, it aroused people's awareness of planning for the New Year and also linked to the financial planning function of the Suishuiji app. It is reported that Suishuiji and mobile QQ will send out 1 billion red envelopes on New Year's Eve 2018.

Under such circumstances, Suishui's wave of early marketing not only expanded its own brand voice, but also jumped out of the huge traffic vortex of the New Year. At the same time, this theme also fits Suishuiji’s brand slogan, “The first step in accounting and financial management.”

Overall, Suishuiji’s marketing campaign was definitely a success.

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

Product promotion services: APP promotion services Advertising platform Longyou Century