Review the most impressive marketing cases of CJ in 2017

The annual ChinaJoy has officially come to an end. As the number of manufacturers continues to increase, we will find that in addition to booths and exhibits, the competition among manufacturers in marketing strength will also be a very exciting highlight of CJ over the years. In contrast, CJ seems to have been upgraded again this year.

It is not difficult to find that the "marketing" war in the CJ warm-up stage is getting more and more intense, and H5 has become the favorite of major manufacturers.

For example, NetEase Games launched a magical H5 game based on the classic Famicom game "Circus Fire Ring" before CJ, and added an entrance after the game to attract traffic to its own booth. For most players, their childhood memories initially come from these games in the red and white consoles. Combined with classic game music, this H5 has become the best way to awaken players' childhood memories.

Another major company, Tencent, also used H5 games to warm up its products. The game presents the Tencent booth in the form of a comic and throws out tasks with different themes (such as finding 8 dress code violations, or 8 peripherals, etc.). Players can get rewards by completing the designated tasks.

The highlight is that Tencent has distributed all the works exhibited this year within the scene. To a certain extent, players who want to go to the Tencent booth can know its entire lineup without having to go there in person. This also conforms to the H5 game theme "After watching this, I tore up my CJ ticket."

In addition to games, some manufacturers also choose to use test questions to trigger more topics. 360 Games launched a comprehensive test with the theme of "True or False Veterans in the Gaming Circle". The questions involve some people and things in the gaming circle over a period of time, and use a more scenario-based form to penetrate into the group of practitioners. Of course, this marketing campaign is a warm-up for the Star 360 Game Panorama Awards Ceremony to be held in the next few days.

As users' tastes become more and more discerning, more and more manufacturers are trying to take the lead with online marketing methods represented by H5, and the competition for creativity has also developed from online to offline. Grape Jun has also taken stock of it.

Coser is an indispensable part of CJ, but this year Gaia Interactive Entertainment’s coser has attracted more attention and is known as the “hottest coser”. Some media reported that "players took photos with him, thinking he was Huang Zhong in " Honor of Kings ", but in fact he was playing Geralt in "The Witcher 3".

What attracted more attention was the appearance of Ke Jie.

This year, Gaia Interactive Entertainment invited Go master Ke Jie, human emperor SKY, Ma Boyong and other stars to the "Witcher: GWENT" exhibition area, and together with fans, they started a "GWENT: GWENT" melee. Among them, the king-level duel between Ke Jie and SKY attracted more attention, and Ke Jie finally won with a result of 2:0. Then, the "Witcher 3" cosplayers Geralt and his family took to the battlefield one by one, but they were still unable to defeat Ke Jie.

Previously, the man-machine battle with AlphaGo made Ke Jie more popular in China, but in the gaming circle, Ke Jie has rarely shown up. However, "Gwent: The Witcher" is a card game that tests brainpower and has similarities with Ke Jie's career, so there are some similarities between the two. On the other hand, SKY, who is equally popular, has unquestionable personal influence in the gaming circle. The competition between the two has amplified their respective influences and allowed more fans of Ke Jie to pay attention to and understand this game.

Data shows that the Baidu Index of "Gwent" on July 29, the day of the duel, exceeded the average level for some time.

At the same time, Ke Jie also updated his Weibo today (July 31), saying "Let's play some fun and interesting Gwent", showing his strong interest in this game and triggering a second wave of topics among fans. As we all know, "Let's play a game of Gwent" has always been a meme that is known to all Witcher 3 players. Ke Jie's forwarding words also happen to be consistent with the world view of the game, thus further winning the favor of "The Witcher 3" players.

Overall, this marketing has cross-border elements, but it also takes advantage of the similarities between the celebrities and integrates the game together, avoiding the problem that most previous marketing cases only remained at the conceptual level.

Since the establishment of Panda TV, Wang Sicong began to increase the frequency of appearing at CJ, and Wang Sicong himself has also brought a lot of topics to CJ. Two years ago, Wang Sicong was ruthlessly stopped by the staff because he did not bring an invitation letter, "Do I need an invitation letter too?" This became a joke at CJ.

This year, Wang Sicong came to the Shanda booth again, preparing to take a few photos of the showgirls but was discovered by the staff. After clarifying the requirements, the director even immediately arranged for the showgirls to stand in a row and pose for photos, which made Wang Sicong very embarrassed.

Taking advantage of his strong personal topic-making attributes, Wang Sicong did a lot of work for his own booth this year. On the one hand, he organized competitions for the most popular Steam game " PlayerUnknown's Battlegrounds " and personally gave out peripheral products to players; on the other hand, he led anchors such as Strawberry and PDD to participate in a LOL 5V5 friendly match. Judging from the size of the audience under the booth, this marketing was enough to exceed expectations.

As of July 30, the Baidu Index of "Panda TV" exceeded 250,000, and showed a straight-line growth trend in the last two days of CJ. Wang Sicong's presence this time achieved the desired effect.

Ever since the implementation of the "dress restriction order" for showgirls, it has been difficult for manufacturers to come up with particularly outstanding marketing ideas for showgirls. On the first day of CJ this year, NetEase Games launched a real-life claw machine. The showgirl was hung on a wire, and the player could control the showgirl to grab the benefits for himself. With its interesting game format, this marketing campaign attracted a large number of players to participate, and the NetEase Adventure Club counter was always crowded.

In addition to the showgirls, many anchors and cosplayers also took the initiative to ask to "join" the claw machine to experience it. On Weibo, Dragon Nest official cosplayer “岚岭萧萧声EX” said after experiencing it, “If you CJ didn’t go to NetEase to play this real-life claw machine, it would be a waste of time.”

The benefit of this event is that it taps into the value of showgirls and coser groups that has never been reflected before. In the past, showgirls provided more of a "display" attribute, but through real-person claw machines, the interactive attributes of showgirls have been enhanced. In the process of cooperating with players to grab prizes, players' sense of accomplishment is satisfied.

During this year's CJ, the temperature outside the Shanghai exhibition hall reached 41 degrees Celsius, but a certain game did the opposite. Several people took a quilt and spread it on the ground in the high temperature. On the quilt was written "Good brothers, one quilt", which attracted a large number of players to watch.

The purpose of this marketing campaign is obvious: to highlight the brotherhood fostered by this game, but the approach is a bit odd. But fundamentally, this bizarre approach still attracted considerable traffic .

During last year's CJ, Spade Interactive built a giant EVA Unit-01 sculpture outdoors, which attracted considerable attention. Many industry insiders’ friend circles were flooded with this Unit-01, and many players on Weibo also began to spoof this picture. In fact, this is all related to the official marketing activities for the mobile game "Neon Genesis Evangelion OL":

Just like last year, this year there is also a sculpture that has a "screen-sweeping" effect. It is reported that the prototype of the character is from Lin in "Ragnarok Online".

This sculpture picture was forwarded everywhere on the Internet, and its communication effect was no less than that of last year's marketing event. It can be seen from the Baidu Index that "Ragnarok Online" achieved a significant increase in data during the CJ period. Although players have different perspectives on their evaluations, in terms of promotional effect, this marketing effort is undoubtedly a very successful attempt.

In addition to many to C marketing cases, some individual manufacturers have also spent more time on to B marketing. Kerry Hotel is the gathering place for CJ practitioners every year. Considering the large flow of people and the noisy atmosphere in the exhibition hall, and the fact that the venue can be directly reached by going upstairs from the hotel, the cafe on the first floor of Kerry Hotel has become the best place for practitioners to communicate.

This year, Youzu Interactive spent a huge amount of money to rent the cafe on the first floor of Kerry Hotel and set up a reception room and a lounge area. This to a certain extent solved many pain points of partners such as chatting, eating, and charging their phones. At the same time, these marketing activities also added a lot of points to its brand at the B2B level. In the circle of friends, many partners also gave positive comments.

For most manufacturers, every year's CJ is their best opportunity to carry out marketing activities - practitioners, players, and media all gather here. Good marketing can not only reach users directly, but also have more opportunities to be reported by the media.

In the past, some manufacturers would use relatively vulgar marketing methods to stand out. Although these marketing methods could attract traffic, they inevitably damaged the brand image. This year, more and more manufacturers have worked hard on insight, creativity and marketing rhythm. This also shows that the marketing of the game industry is gradually getting back on track and developing in the direction of paying attention to both results and brands.

So which marketing campaign impressed you the most during CJ?