Analyzing the creativity and marketing techniques of popular events!

What's it like to dine in a real rocket?

Recently, the topic #theworld'sfirstrocketrestaurant# has been frequently searched. It turned out that Ele.me brought the wreckage of the Long March 2F rocket that had been launched into space to the 2019 Taobao Maker Festival and opened a rocket restaurant . The restaurant's opening not only attracted coverage from major news media platforms, but also attracted more than 10,000 people to check in on the spot, making it unprecedentedly popular.

This is Ele.me’s first appearance at the Taobao Maker Festival one year after joining the Alibaba family. Why did it come up with the idea of ​​a “real rocket”?

It is reported that this rocket restaurant that "has been to the sky" was jointly created by Ele.me and the China Aerospace Museum. It seems that one is in the sky and the other is on the earth, but the technological development of both is ultimately centered on serving the people. The spirit of food exploration that Ele.me has always been pursuing happens to be exactly the same as the spirit of space exploration, and the idea of ​​Ele.me Rocket Restaurant came into being.

At the same time, with the help of the Taobao Maker Festival, more people can see real spacecraft up close and truly feel the charm of the stars in the universe. Ele.me itself also stated that this is not only a restaurant, but also a dream space that inspires space fantasy.

Around the rocket restaurant idea, Ele.me has also launched a series of marketing actions to effectively spread the idea and empower the brand effectively.

Online and offline "flash mob" warm-up

Release of Morse code sparks heated discussion

An effective marketing event requires close coordination between online and offline channels as well as good rhythm control. Since the beginning of September, Ele.me has secretly released the news about the upcoming opening of Rocket Restaurant on its official Weibo account. Online, we took the lead in laying the groundwork with the Weibo topic #世界第一火箭餐厅#, the concept map of the Rocket Restaurant, and photos of the unfinished construction on site;

Offline, three flash mob events were held in Hangzhou Yin 77 and Xixi Yintai City respectively. Astronauts performed a dance and released three sets of Morse codes with key information of Rocket Restaurant to create suspense, and used countdown posters to build a tense atmosphere. By opening up a complete online and offline link, it gradually aroused the curiosity and discussion of the public across the entire network.

Official disclosure of Rocket Restaurant "inside story"

Reveal the truth and shock in advance with documentaries

How can we make onlookers feel the reality and shock of the Rocket Restaurant more intuitively, how can we further arouse everyone's curiosity and raise their expectations to the highest point?

First of all, we need to clarify the user profile of the Ele.me platform. Most of them are young consumers born after 1995 and 2000. They always show curiosity about the unknown and the spirit of exploration and learning. Based on this, Ele.me recorded the process of transporting rocket debris and building a rocket restaurant in advance, and edited it into a documentary similar to VLOG as the revealing material;

"Documentary on the Transportation of the Debris of the Long March 2F Rocket"

Starting from Beijing, it took 4 days to travel south to Hangzhou. The 2019 Taobao Maker Festival will be held from September 12th to September 25th. The mysterious food world of the old Hangzhou Guo factory is waiting for you.

Nearly 50 meters long rocket wreckage, wire ropes, large trucks, etc. The documentary, which lasts less than a minute, vividly displays the authenticity of the Rocket Restaurant while also retaining the mystery inside.

After the documentary was released, Ele.me revealed the answer to the Morse code while officially exposing the highlights of the Rocket Restaurant: aerospace artifacts (real cool big rockets), mysterious black technology (gorgeous dome visual effects, etc.), and accessible food experiences (delicious and rich customized space packages). With fun and interesting posters and videos, the onlookers can truly feel the charm of the Rocket Restaurant even through the screen.

Attitude Poster Video

Jointly broadcast the visit to the camp on the official blog of People's Daily

Use check-in strategies and interactive H5 to achieve traffic conversion

After a series of preheating and promotion in the early stage, Ele.me Rocket Restaurant has accumulated a lot of traffic attention. The next challenge is how to make the traffic actually converted and directly link to the Taobao Maker Festival. The marketing actions taken by Ele.me are divided into two steps: the first step is to leverage the influence of authoritative media such as People's Daily and KOL Internet celebrities to use live broadcasts and on-site priority check-ins to continuously expand the communication potential; the second step is to officially release on-site check-in guides and interactive H5 to allow the audience to further understand the gameplay and origin of Rocket Restaurant, and ultimately achieve online traffic conversion.

In addition to the overall layout of marketing communication, the content creation in restaurant design, technology display, food creativity and environmental protection is also quite innovative and futuristic.

• On the design level, Ele.me invited the space design team of the China Academy of Art to give new meaning to the rocket in the form of art. Climb up to the outer corridor to get a close look at the entire rocket and discover the unknown beauty;
• In terms of technology, the dome screen image and desktop interactive image are used to create an immersive dining experience. In addition, the infrared sensing technology and crowd data monitoring applications in each scene space provide users with real-time data feedback and unexpected surprises.
• In terms of food, we have collaborated with McDonald’s and other brands to carefully create interactive pop-up stores, making the restaurant more than just a gimmick, allowing users to truly experience and taste “cosmic” food;
• In terms of environmental protection, Ele.me always keeps in mind its platform mission of green development of the food delivery ecosystem, and actively promotes diners' environmental awareness through innovative garbage sorting bins, edible and environmentally friendly bowls and chopsticks.

Ele.me opens the world's first rocket restaurant

An "e-planet" carrying all the delicacies in the universe

Looking at the entire event marketing campaign of Ele.me, it is remarkable in terms of communication rhythm, creative content, and communication of brand mindset. From curiosity-driven to offline check-ins, it integrates technology, environmental protection, and art, allowing Ele.me to accurately focus on young user groups, and with the help of their curiosity and spirit of exploration, it allows the seemingly unattainable beautiful universe to truly integrate into the lives of the public. It not only achieves traffic conversion, but also perfectly demonstrates Ele.me's interesting, informative, and responsible brand image as a leading local life platform in China, laying a solid foundation for Ele.me to achieve brand upgrading after joining Alibaba.

It is worth mentioning that behind the creativity of the Rocket Restaurant lies a novel planet story. It turns Ele.me into a mysterious hungry planet that continuously supplies energy to the universe. Humans found this mysterious planet during their space exploration, and it allowed the Long March 2F rocket, which had originally completed its mission, to accumulate energy again and embark on a new journey of exploration.

This kind of story IP setting effectively combines a better life with space technology, providing a foundation for Ele.me to create a strong creative life continuation. Ele.me also uses this story to express its and word-of-mouth's responsibilities and obligations as local life platforms. For Ele.me, it is definitely not just about takeout and delicious food, but it is truly connected to every corner of people's lives, using science and technology to help them achieve a better life.

Full record of Ele.me Rocket Restaurant

Finally, for this Taobao Maker Festival’s debut, I have to give a big thumbs up to Ele.me Rocket Restaurant!

Author: Renee

Source: Renee