Mobike and TikTok actually did this. What do you think of Ofo?

After ofo cooperated with the Minions to launch the cute big-eyed yellow bikes, Mobike was not to be outdone and teamed up with TikTok to launch a hip-hop music shared bicycle on September 5.

This new bike comes with its own background music, plus the strong recommendation of VAVA and Ai Fe Jie Ni as the chief experience officer. When the popularity of "The Rap of China" is high, Mobike and Douyin play freestyle at this time, Xiao Dui can't help but shout 666...

In fact, a careful study will reveal that since July, Mobike has been continuously deepening its brand image of "born to be reliable" through the upgrade of its brand logo and slogan, as well as various operational activities.

1. Brand LOGO upgrade to enhance image visualization

Brand image upgrade

After ofo shared bicycles were renamed ofo yellow bikes , Mobike also changed its logo in July. Mobike uses Chinese and English fonts as its logo, and the main color of the background is a brighter orange to enhance brand recognition. At the same time, the bright orange tone can better represent young users with personality and vitality.

Not only did it change its logo, but on July 24, Mobike announced a new brand slogan on its official Weibo account: Born to be reliable. At the same time, the campaign was promoted on Weibo through multiple sets of posters and poster copywriting .

The copy of one of the posters is "Dare to try, never let down" , which not only positions the brand image for the young audience group that is brave, frank and daring to try, but also reflects the reliable and dependable product performance of Mobike, achieving a double entendre effect.

Weibo topic cross-border marketing

Cross-border cooperation with other brands is an indispensable part of brand promotion.

In order to continuously deepen the brand image of "Born to be Reliable", Mobike teamed up with the official Weibo accounts of Kugou Music, Lizhi FM, Uber , Tongdao Dashu , Huawei and others to jointly create a topic marketing campaign under the topic #Born to be Reliable#, which sparked heated discussions among netizens and increased their sense of participation.

At the same time, Mobike’s subsequent actions, including cooperation with NIKE and the launch of limited edition Mickey and Minnie bicycles, have continued to revolve around the topic of #Born to be Reliable#.

This move can continuously expose the topic, increase the popularity of the topic and user participation, while also continuously deepening user impressions and deepening the brand's new image. As of now, the number of readings of the topic is about to exceed 20 million.

It is not difficult to find that Mobike’s early series of actions are all aimed at continuously deepening Mobike’s new image positioning. In the long-term tug-of-war with ofo, both companies are competing for young users. In addition to these previous actions, Mobike’s cooperation with Douyin can be said to have caught the new trend.

2. Join hands with TikTok to show hip-hop style and capture the target audience

Tik Tok has become the darling of new-age users, with its products and operations designed entirely to suit the tastes of young Chinese people. Allow users to play with cool short sounds with unlimited creativity.

As the popularity of this year's "The Rap of China" continues to rise, Mobike has teamed up with Douyin to start a new hip-hop style, launching hip-hop music shared bicycles, and making Mobike's #Born to be Reliable# brand image deeply rooted in the hearts of the people.

On September 4, Douyin announced on its official Weibo that it would launch its first music-sharing bicycle the next day. On the second day, there were not only Mobike's hip-hop music shared bicycles, but also the coolest hip-hop MV created by VAVA and Afegeni around Mobike .

1. Online: Hip-hop MV + Tik Tok battle, using celebrities to drive topicality

On September 5, Mobike and TikTok jointly released a hip-hop MV for Mobike. Among them, the lyrics constantly emphasize "born to be reliable" and Mobike's reliable people, which may brainwash you if you listen to them too much.

At the same time, VAVA and Ai Fejieni, as chief experience officers, battled together #我我是靠谱手# by combining the star effect with the hip-hop trend just after the final of "The Rap of China" ended, which is very much in line with the preferences of young people.

When you open the TikTok App, you can see its banner and popular challenge area, which are all hot recommendations for this event. Douyin launched an activity where players who recorded a Douyin video showing the “Reliable Hand” gesture could win a grand prize of a mobile phone, which attracted enthusiastic participation from many Douyin influencers.

At the same time, by clicking on the event banner, you can receive a Mobike monthly card, which will also bring more Mobike brand communication and monthly card marketing effects to Douyin users, thereby attracting more user traffic .

2. Offline: Launch hip-hop music-based shared bikes, focusing on user participation

A Douyin battle was launched online, and Mobike launched hip-hop themed bicycles offline. This new type of bicycle has not only changed in appearance, the wheels are printed with the TikTok logo, and it also has a built-in music playback function. It is understood that the rhythm of the music can be changed according to the speed of riding.

By cooperating with TikTok to launch the Hip-Hop Bike, marketing can influence users.

The characteristic of Hip-Hop Bike is to achieve emotional interaction between young users and bicycle products. Users use bicycles to express their love of fun and excitement, and Mobike, through the positioning of TikTok and hip-hop, reflects its youthful brand image on users, achieving emotional resonance and sense of participation among users, while increasing brand awareness.

In general, Mobike uses online as a communication platform to launch the monthly card, and uses #天生靠谱手# and "靠谱手" as communication topics. Whether it is the celebrity effect or the Douyin video, it can arouse users' enthusiastic participation in the interaction. This wave of communication has brought a new experience of hip-hop trend to young users.

At the same time, offline as a result-oriented approach, hip-hop bicycles were launched, and hip-hop hot spots were used to innovate bicycle products, keeping up with the trend while focusing on user experience . Through a series of activities from July to now, Mobike has continuously deepened its brand image of "born to be reliable", spread its influence outward through cross-border cooperation, and attracted the attention of the industry and users.

Finally, the battle between Mobike and ofo for bicycles can be said to be full of unexpected moves. Mobike's move is against ofo's big-eyed cute little yellow bike campaign, and Mobike's campaign is still in the early stages of its launch. As for what the impact will be in the future, and how will ofo respond? Perhaps we can wait and see...