Learn from Wang Sicong’s marketing skills behind the scenes of the “Chongding Conference”

These days, if students who are engaged in marketing promotion have not seen similar quiz games such as "The Rush to the Top" and "Millionaire" in their circle of friends , they should carefully study the problem of obtaining their own information sources.

The initiator of this hot topic is Wang Sicong, the "Disciplinary Inspection Committee of the Entertainment Circle". January 3, 2018 is Wang Sicong’s 30th birthday. Although he didn’t post pictures of his lavish birthday party like he did in previous years, it didn’t stop him from becoming a trending topic. At around 6 o'clock that day, Wang Sicong posted a Weibo post about "scattering money".

The "Chongding Conference" mentioned in the Weibo post is actually a quiz APP project with prizes in which Wang Sicong participated. There are two opportunities to participate in interactive quizzes every day. Those who answer all 12 questions correctly can share all the prize money. Normally, the amount is 10,000 RMB, but on Wang Sicong's birthday the amount was increased to 100,000 RMB.

Recently, Feng Yousheng's "Cheese Superman", Zhou Hongyi's "Million Battles", and Zhang Yiming 's "Million Heroes" have all launched live variety shows where people can answer questions online to win prizes. The prize money offered ranges from hundreds of thousands to millions, and many people participate. All in all, this game explains to you what "knowledge is money" means. Wang Sicong's crazy "throwing money" action on his birthday was the beginning of pushing this national quiz game to a climax.

Regardless of whether a new round of money-burning war is coming in the live broadcast industry, or whether it is just a means to maintain activity and gain market popularity. What we want to discuss more is why Wang Sicong made this project popular? Objectively speaking, if we just regard him as an independent KOL with tens of millions of fans, or the son of the former richest man, this conclusion is actually not valid. Just look at those brands that have invested tens of millions of dollars in advertising to KOLs but have received no response.

First of all, as I understand it, the core of communication is good products, followed by brand communication. The two complement each other. Without a good product as the core, no matter how hot the marketing is, it will be useless.

This product undoubtedly has too many factors that make people participate and become popular.

1. The participation threshold is extremely low, and the high bonus is tempting

The model of the Summit is to hold several live quiz sessions every day. There are 12 questions, each with a time limit of 10 seconds. Those who answer all the questions correctly can share the prize money of each period equally. In fact, the questions are not very difficult, but due to various reasons such as time constraints, weak foundation and question traps, not many people answer correctly. Each event takes about 20 minutes, which is just a time for the spectators to check Weibo and read self-media . They don’t think the cost is very high, not to mention that there are tens or hundreds of dollars in revenue from each event.

2. It is interesting and has a basis for participation by all people

In fact, this seemingly novel model is not new today. Many years ago, such programs as "Slumdog Millionaire", "Open the Door", and "The Last Stand" were often seen on TV where you could answer questions and win prizes. Whether it is "The Rush to the Top" or "Millionaire", their essence is to move the quiz shows on TV to the mobile phone APP and replace the TV variety shows with live broadcasts. Combining this type of quiz with prizes with live streaming can quickly get players involved and gain amazing traffic .

3. The trend of “knowledge monetization” has made everyone “love to learn”

In 2017, "knowledge monetization" was a very popular concept. Since the start of the self-media subsidy program, professional practitioners have had more possibilities for monetization. The emergence of the "Top Rush" type of question-answering mode is more based on the popularity of the whole people. This kind of quiz game, in which you can not only feel proud and get benefits if you answer correctly, but also learn new knowledge if you answer incorrectly, will naturally not be rejected and will be more likely to gain the favor of users.

4. The invitation code is revived, with its own secondary dissemination gene

Just as quiz shows on TV allow the use of resurrection cards, the Summit also provides resurrection opportunities. Users are required to share the generated invitation code with friends, who will then get a chance to revive after using it.

Assuming that each game has 12 questions, even if a user answers all of them incorrectly, he can still get the cash reward as long as he shares the invitation code 12 times and all of them are used.

This bonus is not given for free, but can be regarded as the customer acquisition cost of 12 users, which is quite low when calculated in this way. Because these 12 users can also attract 12 more users each, it is equivalent to gaining 144 new users, showing a completely exponential growth trend.

The almost zero threshold for universal participation, the viral spread of invitation codes, the simple and crude temptation of bonuses, and the reason of "monetizing knowledge" have almost encompassed all the characteristics of phenomenal products in the question-answering APP. This is the core of the project's popularity.

Since the product has the genes to become a hit, the two fermentation opportunities chosen by Wang Sicong are particularly critical, which further increases the popularity of the project.

1. "Surprise" released on birthday

Wang Sicong pushed the project on his birthday, and those who have been following self-media must remember that before releasing this advertisement, he had another Weibo post that went viral, which was suspected to be related to the Li Xiaolu and PGone incident, and this undoubtedly greatly increased Wang Sicong's attention on that day. So whether intentionally or unintentionally, we must acknowledge the sensitivity of hot spots and the timing of releases.

2. Group communication after the popularity increases

As the popularity gradually increased and major platforms followed suit, a screenshot of what appeared to be Wang Sicong’s circle of friends swept the Internet last night. Wang Sicong summarized the first week of 2018, namely, "Wang Sicong gave money, Zhang Yiming gave money, Zhou Hongyi gave money, and Feng Yousheng gave money." I believe that those who have experienced the live broadcast war must be familiar with the routine. At that time, the attention of the entire live broadcast circle was brought up by Wang Sicong, and major platforms gave money together to gain capital and market attention. For a new thing, such a group spread is undoubtedly a huge bonus.

Products with built-in communication genes + two just-right and practical communication boosts. Putting aside his identities as the son of the former richest man and the "Disciplinary Inspection Committee of the entertainment industry", Wang Sicong has been a successful marketer who is well versed in the tricks of online communication from the very beginning. Perhaps this is also something worth learning from.

I have another feeling. In this era where everything is changing, today it is Bitcoin and blockchain, tomorrow it is a million-answer question, but at least the core communication elements have not changed, and in this change, brand communicators can get more possibilities, right?

Perhaps for brand people, this is the fastest era and also the most handsome era.

The author of this article @老倪 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