The voting activity has been exposed over 730,000 times, dissecting the promotion and operation logic of the activity!

Although photo voting has been around for many years, it remains popular.

Every year during the marketing hotspot cycle, there will be related voting activities, the most common of which is baby voting.

July has entered the peak season for summer tourism, so some tourist attractions have begun planning related marketing activities, hoping to bring traffic to the scenic spots through some activities.

Piyan Mountain Scenic Area recently held a similar photo voting activity, and combined travel packages and scenic spot tickets as prizes to attract customers. The entire event attracted 20,000 participants, and the overall exposure reached 730,000+. So how did Piyan Mountain Scenic Area achieve such results?

Let's simply disassemble and analyze it:

1. Activity Theme

Many people may not know much about Piyan Mountain Scenic Area——

Piyan Mountain Scenic Area is located in Yanbian, Jilin, with its back to North Korea. It is an experience scenic area that integrates leisure, food, accommodation, travel, play, entertainment and shopping, with a total of 1.1 million visitors throughout the year.

July and August are the best times to visit Piyan Mountain Scenic Area. The temperature in August is only around 10 degrees, which is the peak tourist season.

For this reason, we chose such a node to carry out our own photo voting activity. First of all, the organizers have a very clear purpose for this voting activity. There are three goals:

• The first goal: to make the scenic spot famous when the peak season comes;
• The second goal: to increase the sales revenue of the scenic spot;
• The third goal: to increase the number of followers of the official account.

Therefore, the purpose of the entire voting activity is to take the Piyan Mountain Scenic Area as the theme, and require the upload of various photographic works taken in the Piyan Mountain Scenic Area.

In addition, there are requirements for specific photo evaluation, such as being able to show the differences and characteristics of the scenic spot from other scenic spots, or being able to photograph all the people, objects, and scenery in the scenic spot, and at the same time being required to show the national characteristics of the Korean ethnic group.

With these photo requirements, basically if you want to participate in the event, you must take relevant photos of the Piyan Mountain Scenic Area. Through such a small detail, the brand image of Piyan Mountain Scenic Area has been promoted.

2. Fission propagation strategy and details of the activity

1. Using activity rules to expose brands

When it comes to voting activities, the biggest headache for many people is the brand effect: usually people participate in a voting activity, but they are still unclear about the organizer of the activity. Even some people have received prizes but are still unclear about what the organizer does.

Piyanshan Scenic Area has a very clever design here, which is to show the brand of the scenic area through the activity rules. Let’s take a look at the rules of this activity first:

1. Focusing on the Piyan Mountain Scenic Area, it can not only reflect the beauty of the scenic area in a macro sense, but also show the uniqueness of Piyan Mountain compared with other scenic areas;
2. The entries for the competition are not limited to any shooting angle, and all kinds of entertainment settings, flower fields, Yisong Pavilion, transportation, tourists, programs, etc., all people, objects, and scenes are acceptable;
3. The content is positive, the conception is novel, and it has artistic expression and appeal;
4. Show the ethnic characteristics of Yanbian Koreans, highlight the folk customs of the Korean flower sea, and express the unique charm of Yanbian Longjing Piyan and Piyan Mountain Scenic Area;
5. The scenic area must not be damaged or modified during filming.

From this we can see that the rules are quite complicated, and each time a picture is required to illustrate the result. We have selected excellent works by members of the Photographers Association to help users understand the specific rules and what kind of works to choose.

Many people may not understand what is special about this practice, but after carefully looking at the rules, we can find that if you want to meet the rules of the activity, you must go to the Piyan Mountain Scenic Area to take such photos.

This strategy is enough to attract these activity participants to visit the scenic spot in person, which not only promotes the tourism income of the scenic spot, but also deepens the users' brand awareness of the scenic spot.

And those who participate in such activities are generally teachers who are members of the Photographers Association. These members usually have very strong appeal in the local area. Through the seed users of the Photographers Association, they can open up related markets.

1. Reward-based + circle experience user guidance

Judging from the final actual uploaded picture effects and the uploader profile, each work can be regarded as a wallpaper-level photography masterpiece, and the authors are all big names in the photography circle. It can be seen that the participation effect and quality of the entire event are high, and it has indeed achieved the desired communication effect.

In fact, many people will be curious. Since the activity is so professional, it is easy to exclude some mass users and lose the power of the masses. Why can it still have such a high communication effect?

(1) Professional-level communication effect

First of all, the participating users are photographers or travel experts with a certain status in the circle. These photographers have a certain social status and have their own photography circle. Compared with the circle resources of ordinary people, the circle resources of these high-end users are more substantial and accurate, and the circle resources are relatively stable.

The secondary dissemination effect expanded through these circles is also more accurate, and the user circles are also the users needed by the scenic spot.

(2) Adequate material rewards and incentives

Unlike some scenic spots that like to use tickets or physical objects as prizes, Piyanshan Scenic Area has come up with real cash rewards this time, setting up four prizes:

1. One first prize: 5,000 yuan;
2. 2 second prize winners, with prizes of 3,000 yuan;
3. 3 third prize winners, each with a prize of 2,000 yuan;
4. There are 54 excellent awards, each with a prize of 200 yuan.

The Piyan Mountain Scenic Area invested a total of 27,800 yuan for this purpose. Although it seems like a huge investment, the final actual effect is 780,000 yuan, which shows the high cost-effectiveness.

The 30,000 yuan prize money was used to attract hundreds of photography experts and travel experts to promote the Piyan Mountain Scenic Area. I believe the scenic area must be very happy.

1. Ubiquitous marketing linkage

(1) Network-wide promotion

In terms of promotion channels for this event, Piyan Mountain Scenic Area not only made use of its own Weibo and WeChat platforms, but also promoted it through its own offline channels, and also cooperated with other local media for promotion.

(2) Share within WeChat to WeChat

Various styles of H5 link titles.

(3) Collect the shortlisted works

Moreover, the final shortlisted works will be collected in the Piyanshan Scenic Area Public Culture and Art Center and will be fully open to the public for visits and exhibitions.

The great sense of honor brought by the shortlisted works will further stimulate the participants' desire for self-propagation, and ultimately lead to this million-level screen-sweeping case.

1. Anti-brushing mechanism that can be adjusted in real time

In order to ensure the effective dissemination of the event, it is necessary to provide users with a certain voting mechanism, but there are still a few points to note:

(1) Support voting restrictions

Each user can help three friends every day, and friends can also help each other. The operation can be repeated the next day, and the activity can be spread quickly in the early stage through limited restrictions.

(2) Voting and commenting

Users can comment on the contestants' works and use the comment system to canvass for votes. The comment review mechanism here will stimulate users to participate in the event more eagerly.

3. Subsequent thoughts on the gameplay of fission activities

For those who often play fission, they all master such a formula:

Fission = high-quality content + high-quality channels + fission activity operation

So how can we make a qualified fission activity? Generally speaking, it is inseparable from the following key steps:

1. About the poster

Promotional posters are the most important part of the entire fission process. It can be said that they determine 90% of the success factors, because whether the poster is attractive directly determines the conversion rate of the event.

Generally speaking, excellent fission poster design should have the following four elements:

1. Main title: The copywriting directly hits the user's pain points, solves a specific problem, etc.
2. Outline: product value, sense of scene, multi-digital comparison;
3. Trust endorsement: large platform, personal image;
4. Sense of urgency: set quotas, time nodes, and price anchors.

Everyone knows these characteristics, but for activities such as bargaining or voting, what kind of fission poster will attract users' attention?

In this case, there are two biggest core value points: huge bonus + honor collection.

Therefore, in the fission poster, it is necessary to highlight the high prize money of the event. In addition, the selected works will be collected in the museum.

Such value points will be more popular with users than even a sense of urgency or trust endorsement.

Therefore, the elements of the poster are not static and need to be optimized according to the actual situation of the activity.

1. About Channels (KOL)

In the fission activity, some KOLs need to be invited as seed users to cold start the entire activity.

There are two core elements for channels to cooperate with you: content and profit sharing.

In this case, some media resources are willing to cooperate with the scenic spot based on cooperation at the content level.

On the one hand, some media outlets are already clients of the scenic spot, which is normal advertising cooperation. On the other hand, this event is also a marketing promotion for Yanbian and the city where it is located. From this perspective, it is easier to reach cooperation with relevant media outlets.

1. About the operation of fission activities

The essence of fission is sharing. By leveraging the user's desire to profit from sharing, the effect of one person telling ten and ten people telling a hundred can be achieved, thereby achieving a series of marketing goals such as attracting new customers, increasing fans, brand exposure, and sales conversion.

In this case, the contestants’ works are given a great sense of honor to be included in the museum, which stimulates users to spread the word. In addition, the voting and commenting function stimulates users’ sense of competition and stimulates new rounds of contestants to participate.

IV. Conclusion

By analyzing the voting activity of Piyan Mountain Scenic Area, we hope to bring some inspiration to everyone:

1. Voting activities are not just about simply launching an activity and then calling on everyone to upload their works. In the end, the organizer will only be happy for themselves, but users will not buy in.
2. Because it is difficult to attract a large number of users to participate by relying on material rewards. After years of WeChat gameplay, many users are familiar with various routines, so it is impossible to expect to take advantage of users;
3. Instead, we should use various forms of gameplay to require users to upload good and high-quality photos, and then encourage other participants to upload even better photos. Through this positive photo PK mechanism, we can attract more outstanding people to participate in the event, and push the entire event to a climax in the final voting stage.

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Author: Renrenxiu

Source: Renrenxiu