Event promotion: A collection of 54 event cases for the 2019 Spring Festival!

During the Spring Festival, major Internet platforms still launched a red envelope war during this festival.

The total amount of red envelopes announced for activities on all platforms has exceeded 4 billion yuan. With billions of red envelopes to earn you, we can't just sit there and take a look at how everyone is playing with these billions of red envelopes.

Before I knew it, I had been collecting activity cases for a whole year, more than I collected during last Spring Festival.

Last year, we collected about 22 platforms and 60 activities.

I don’t want to count how many activities there are this year, because there are just too many. I have collected activities for a total of 54 products. Each product includes many small activities, and the activities are also increasing and changing with the dates.

We can make a simple comparison between this year’s Spring Festival event and last year’s to see what new things have emerged in event operations after a year has passed. Let’s witness the beginning of a miracle.

The author collected 54 Spring Festival activity cases, which are:

Taobao, Alipay, Youku, Taopiaopiao, Shuqi, Tmall Genie, Xiami Music, Ele.me, Fliggy, Word of Mouth, Hema, AutoNavi Map, UC Browser, Baidu, Baidu Express, Baidu Tieba, Kuaishou, Haokan Video, iQiyi, Douyin, Toutiao, Toutiao Express, Duoshan, Xigua Video, Huoshan Video, Dongchedi, Pipixia, QQ, Tencent News, Tencent Video, Yoo Video, Weishi, Pinduoduo, Meituan, Meituan Takeout, Maoyan, Mafengwo, Ctrip, Xiaohongshu, Kuaishou, Weibo, NetEase Koala, NetEase Cloud Music, JD.com, Suning.com, Bilibili, Keep, Du, Maimai, Meitu XiuXiu, Momo, Autohome, Himalaya, and Wing Pay.

01Taobao

Empty shopping cart:

Use Taobao coins to qualify for the event and unlock different rounds of raffles.

For other sessions, you need to invite friends to unlock, or click on the lottery in the event product to get the unlock qualification. You can get a clear car purchase reward, but there are restrictions on the amount and time. You can also win the grand prize and spend millions in 1 minute.

It’s a pity that this lucky guy only spent 580,000.

Family reunion, 1 million wishes delivered every day:

The family account activity invites family members to bind the family account. Through user behavior, they can gain love, which can be exchanged for physical prizes. They can participate in the lottery, and the Golden Pig Grand Prize will be drawn on New Year’s Eve.

Guess the picture and win the treasure:

The live quiz format of the Summit was used, but it was replaced with drawing. Whether you guessed correctly or not would not affect the subsequent quiz draw, and you could get red envelopes, coupons, and the grand prize was a gold pig pendant.

A good harvest will earn you 10 billion gold coins:

A card collection activity requires you to collect five kinds of crops. After collecting them, you can get gold coins. Combined with other activities, you can use gold coins to redeem shopping red envelopes and have a chance to win an Apple phone.

Other Activities:

Exchange gold coins for gifts, use Taobao gold coins to exchange for Taobao red envelopes, the maximum amount you can exchange is 100 yuan.

The anchor sends out red envelopes for New Year greetings. You can get red envelopes by watching Taobao live broadcasts. I haven’t seen any red envelopes for a long time. I wonder if I missed the red envelope period.

Compared to last year, Taobao did not get the ticket to the CCTV Spring Festival Gala this year, so there was no red envelope shaking activity during the Spring Festival Gala live broadcast. This year, Taobao also had fewer activities to attract new users. Last year, you had to invite friends to collect various dogs.

Although the family account is a new feature that has only been launched for a short time, it is still the main promotion of the event this year.

02Alipay

AR Scan:

You can get the word "Fu" by scanning the AR character "Fu". Scanning the special character "Fu" can enter the event page to get other prizes. Scanning Jack Ma's character "Fu" can get rare cards and have a chance to get a flower card.

Ant Forest:

If you water the Fuqi Forest with 10g of water, you will have a chance to get a Fu Card and a Flower Card. This activity is a public welfare activity. The energy contributed by users has planted nearly 4 million trees in total, equivalent to a planting area of ​​about 36,000 acres.

Dada Planet:

The gameplay is similar to the Summit Contest, with two forms: qualifying competition and special event. In the former, you can get lucky cards by competing with others, and in the latter, you can get lucky cards by answering questions quickly.

Ant Farm:

Feeding the chickens with candied haws will earn you a lucky card.

This year, Alipay continues to use the Five Blessings Collection method, and the total amount of red envelopes is still 500 million. A year has passed, prices have risen, but the red envelopes have not increased.

There are no major changes in the gameplay. There is no universal blessing, but there is one more way to collect blessings and two more cards than last year.

Huahua Card: You can get the opportunity to help pay off your Huabei card throughout the year; Fortune Card: You can copy any one of your friend’s fortune cards, which can be obtained mainly through offline consumption.

03Tmall Genie

Scheduled return time:

A personalized design tells Tmall Genie that it is time to go back home, that no one is in the room, and to agree on a time to return.

Vote for your favorite and make a wish for the future:

If you vote successfully, you will get a chance to participate in a lottery. The lottery is a spinner, and you can draw coupons and physical prizes from sponsors, and the highest prize you can get is an air purifier.

Red Envelope Alarm Clock:

Book a red envelope alarm, and say the password at the designated time on New Year’s Eve and the first day of the new year to receive a cash red envelope, up to 888 yuan.

New Year's must-do:

Tmall Genie New Year’s code gameplay collection.

Return as promised to give gifts:

You have agreed on a return time before. If you return as scheduled and say "I'm back" to Tmall Genie, you will receive a gift package.

I bought Tmall Genie on Double 11 last year, but I’ve hardly used it. I only displayed it during the Chinese New Year to show off my high-tech gadget to my relatives and friends at home.

04Baidu

Collect good luck and get 100 million:

If you collect ten cards, you can get a cash bonus of 100 million.

Increasing the number of card draws mainly depends on daily tasks, or is mainly centered around user behavior actions, combining with one's own products to divert traffic to each other, watching one's own short video products, and opening Tieba to gain card draws.

Reunion at Red Square costs millions:

Invite friends to form a team to unlock red envelope challenges of different challenges. Invite up to 8,888 people to unlock a bonus of 10 million.

The bonus is distributed according to the number of friends invited. You can get a red envelope by signing in daily, and the first 100 people can get a 10-year iQiyi membership.

900 million yuan on the day of the Spring Festival Gala:

The gameplay is the same as in previous Spring Festivals. You can get cash red envelopes by opening the APP and shaking it. You need to download the latest version and bind your bank card. You can get a total of 4 prizes, three red envelopes, and one physical prize. The maximum cash red envelope you can get is 2019 yuan. Some red envelopes require you to open other Baidu apps to receive them.

The way to play with red envelopes remains almost the same every year. You just have to open the red envelopes at a specific time, shake them wildly, and click on them wildly.

I remember that one year Taobao underestimated the traffic of the Spring Festival Gala, which caused some network problems. This year, we have been observing whether Baidu can withstand it.

The whole process this year was relatively smooth, but it was still a bit stressful. You cannot view the change by clicking on it. I don’t know if Baidu will lament the traffic of the Spring Festival Gala afterwards. Only products that do not crash after appearing on the Spring Festival Gala are good products.

Super Value New Year Festival:

The mini program is embedded with its own Xiaodu Mall, JD.com, Suning.com, Vipshop, Baidu Kaixingou, and ticket grabbing page. This activity is a small activity in the early stage of the launch.

Free viewing of paid content:

During the event, you can enter the Baidu mini program to watch some resources, movies, and novels for free. This is an activity that will be held after the Spring Festival Gala.

Play games to share millions of cash:

A small game similar to Jump Jump, which requires challenging for high scores. High scores will be included in the leaderboard and rewards will be distributed according to the ranking on the leaderboard. Sharing activities can add points. The top 100 will definitely get 888 yuan.

Celebrities call to wish a happy new year:

By directing traffic to Kuaishou, you can use the celebrity video call template to shoot short videos.

The goddess calls you to receive the red envelope:

Direct traffic to good videos.

05TikTok

The Year of Beautiful Notes:

It is a regular card collection event, but it is not shared with Toutiao, but an independent event.

This card collection activity is quite interesting and there are some hidden ways to play. Click on the TikTok logo on the card collection activity page to enter the note playing page and get a card.

In the early stage, there is only one way to collect cards, which is to invite friends. This is really a crappy method set up just to get more flashes. The timed shake and Spring Festival shake card collection methods were added only in the later stages of the event.

Compared with last year, the level of innovation has declined. Last year, Douyin's celebrity New Year greetings short videos used personalized speech synthesis technology provided by iFlytek Zhisheng. Through a certain period of sound recording and machine learning, a voice system that can restore the celebrity's speaking characteristics was formed. When you open Douyin, you can hear your idols read out their nicknames in person.

Last year, the way of sending red envelopes was really refreshing. Your nickname was read out, and you interacted with the video and clicked to receive the red envelope. If we can add this mode this year, sending red envelopes or cards, the interactivity of the activity will be better.

06Today's Headlines

500 million points for card collection:

Toutiao is still continuing to use the card collection model, and the total amount has also increased significantly compared to last year, reaching 500 million. There is no major change in the gameplay, except that there is an additional diamond card mode, which is a bit like the card synthesis in the game.

This time, the card collection is divided into 2 times, ordinary cards and diamond cards. Collecting 5 cards can activate the diamond card. Ordinary cards can be divided into 200 million, and diamond cards can be divided into 300 million.

Increase the number of card draws through regular daily logins, as well as matching product user behavior actions and directing traffic to your own products. This is the same as Baidu's approach.

500 million red envelope rain:

Anyone who uses Toutiao products during the designated period can participate in the red envelope rain.

There are two ways to play Red Envelope Rain. One is to click the screen, and the other is to use AR to rain red envelopes above your head. The Apple phone I use has always been in AR mode. Phones that may not support the method require tapping the screen.

Compared with last year's red envelope amount, it is 250 million less. It is estimated that this part has been transferred to the diamond card, which shows that the card collection model can bring better operational results to the product.

Invite friends to the headlines:

By inviting friends, you can get a red envelope of up to 200 yuan. There is nothing much to introduce about this. There is such an activity to attract new members every year, but it is blocked by WeChat every year, and the invitation method is also constantly changing.

Daily Lucky Wheel:

You can draw a lottery once a day, and the winners are basically coupons for buying a Harvard car worth 4,999 yuan. I drew 8 in total. I don’t know if they can be used in combination, haha.

07 Multi-Flash

100 million points for posting random photos:

You can get red envelopes by taking casual shots using the New Year template three times a day. You can find pictures to replace real people and take shots according to the requirements to get red envelopes. You can get red envelopes by taking casual shots and sending them to friends. You can get red envelopes by inviting friends to register for Duoshan.

Intimate Chat Season:

This was an event that took place when the product was first launched, and it was quite large in scale.

The operation is very simple, just send an emoticon to a friend to complete the task. This kind of activity lost a lot of money and had no effect, but the wool party made a lot of money.

08QQ

New Year's Eve Fun:

The event is divided into three stages. You can make a wish and choose the game props you want. You can buy props in the game. You can receive massive gift packs by signing in. There are 20 games in total.

Users can purchase and receive wished game items in the game, and can sign in to receive a large number of game gift packs.

Blessing bag home:

Play games to get lucky bags. To get lucky bags, you need to share them with groups and friends, and click to receive prizes. Each user can unlock up to 120 prizes. The game modes include Jump Jump mode, Jing Le Tuan mode, and Nokia mobile phone building game mode.

09Pinduoduo

Gather the New Year atmosphere and share 200 million cash:

It is also a card collection activity. If you collect ten items related to the Chinese New Year, you can get a cash red envelope of 200 million.

Signing in, inviting friends to participate in activities, giving cards, browsing the mall page, and buying products can all earn card collection points. Signing in also requires sharing, which shows that their own products will not be banned by WeChat.

Opening the red envelope:

To invite friends to open red envelopes, you need to invite 3 friends to help open the red envelopes within 2 hours, and you can get a maximum of 88 yuan in red envelopes.

Pinduoduo is really full of invitations to friends. With the strong backing of Tencent, it can really do whatever it wants, relying on WeChat, a portal with billions of traffic.

Bargain and get it for free:

Go to the event page to get the 50% off coupon, which can save 50% instantly. Invite friends to bargain with you, and you can get it for free if you get it down to 0 yuan.

Play games to get red envelopes:

You can get red envelopes by playing the game mode of Candy Crush Saga and reaching the designated level.

The red envelopes can be redeemed with a total amount of 3 yuan, and the maximum total amount is 20 yuan. The red envelopes will be reset if you do not log in for 7 consecutive days. You can also team up with friends to collect oranges, and you can receive red envelopes when you reach a certain number.

This idea is indeed a good one. It utilizes the high-frequency game mode of Candy Crush Saga and adds red envelopes, which greatly improves user activity.

Team treasure hunt:

The gameplay is similar to Monopoly, where you roll the dice to move forward. Through daily actions, you can invite friends and place orders for designated products to get the most dice. You can claim the final prize through the number of steps you contribute. The highest number of steps is 22,000, and you can get a free cabin suitcase and oven.

Find Koi:

You can be eligible for the lottery by sharing to a WeChat group with more than 10 people. You must keep a screenshot of the shared circle of friends as a prize redemption voucher. The maximum prize is 30,000 yuan in cash.

Golden piggy bank:

Invite friends to play. Inviting friends can increase the speed of obtaining gold coins. Gold coins are obtained very quickly. You need to collect gold coins from time to time. If you don’t collect them, they will not increase.

The upper limit of gold coins changes according to the level of the pig. When a certain number of gold coins is reached, new pigs can be unlocked and more gold coins can be stored. Gold coins can be exchanged for coupons and physical prizes.

New Year greetings text message:

Send New Year greetings text messages to your friends for free, and you can choose a text message template to send.

Grab the Golden Pig during the Spring Festival:

Invite 6 friends to participate in the Golden Pig purchase qualification.

God of Wealth Almanac:

Click on the God of Wealth and spin the wheel to draw gold ingots. You can get gold ingots through user behavior, and you can get a chance to draw gold ingots by inviting friends.

When you reach 120,000 Yuanbao, you can receive a bonus. When you reach 200,000 Yuanbao, you can receive an Apple phone. After turning the compass 4 times in total, you can share 200 million Yuanbao. Yuanbao can be exchanged for cash red envelopes and physical prizes. The gameplay is basically similar to the Golden Pig Piggy Bank.

When collecting Pinduoduo activities, it is very driving people crazy. There is a new activity every other day, and every time you open Pinduoduo, you will see different activities. Basically all the marketing methods that should be used have been used.

I don’t know if Pinduoduo has more staff on duty during the Chinese New Year than other platforms. With so many activities to run, it is impossible for just a few people to handle it.

10. Ctrip

Together is the year:

The main venue is mainly for various coupons, special air tickets, ticket purchases, hotels, restaurants, etc.

New Year Welfare Club:

It is said that 100 million red envelopes are to be shared, and they are mainly various coupons, including hotels, ticket purchases, airport pick-ups, car rentals, etc.

Big red envelope distribution:

The 2019 travel gift package is actually mainly composed of various combination coupons, group tour coupons, and overseas hotel coupons.

New Year's goods:

There is an advertisement at the bottom, connecting to a third-party e-commerce platform to sell New Year's goods.

Grand Koi Prize:

There are three phases of Travel Koi in total, and the main thing is free shopping. You need to submit your mobile phone number and forward it to your friends circle. You need to keep the original records. Screenshots are invalid and you cannot receive the prize if you delete them.

Spend a colorful holiday:

A nine-square lottery event where you can win coupons and gift cards.

National Treasure Hunt:

You can get the key to open the treasure chest by inviting friends. You can get up to 10 keys. You need to find the treasure chest symbol on the map and click to enter the treasure chest to participate in the lottery, as well as various coupons and discount coupons.

There are really too many activities on this kind of comprehensive platform. If you keep exploring, you may find more than ten activities, and most of the activities are about giving out various coupons.

11Kuaishou

Team cash sharing:

This gameplay imitates the Double 11 Taobao model. Invite friends to form a team, and then invite friends to help. The team with more help wins and shares the bonus pool of the day.

Invite friends to earn bonuses:

Invite friends to register and download the APP. You can get 10 yuan for inviting a friend, 2 yuan for following the user, and 3 yuan for watching the live broadcast. The task needs to be completed in three days, and each user can invite up to 200 users.

Take a video to get a red envelope:

In essence, it is also an activity to attract new users. Users use the Spring Festival magic expressions to shoot videos. If they successfully post them and forward them to friends, they can get red envelopes. New users can get big red envelopes.

1.2 billion Kuaibi live broadcast room is waiting for you to grab:

There will be three red envelope rains. When you enter the live broadcast room, there will be a countdown with a red envelope sign. You can grab the red envelopes. The virtual currency you grab can be exchanged for cash red envelopes.

12. NetEase Kaola

Spring Festival gift giving strategy:

We did a warm-up event on the eve of the Spring Festival, and achieved the goal of product sales through gift-giving strategies, including strategies for parents, friends, partners, babies, and ourselves.

New Year's Eve Party:

A simple event that combines multiple brands to issue coupons, a special New Year event where you can receive multiple coupons and enjoy discounts, and an AJ special sale event.

CEO's New Year Greetings:

In fact, it is also an activity to distribute coupons. The CEOs of these brands greet users over the New Year to induce sales of products, and users can receive New Year coupons.

Chinese New Year Red Envelope Rain:

Each user can participate in the red envelope rain event twice. To increase the number of participations, you need to invite friends, and the maximum amount of red envelopes that can be obtained is 666 yuan.

13 Bilibili

100 Spring Festival Stories: Collect videos and pictures related to the Spring Festival and display them. Awards will be given according to the official award rules, and you can get red envelopes, physical prizes, etc.

Post your order to win a 500 yuan reward:

During the event period, post pictures of the orders for the purchased goods and 3 people will be randomly drawn every day to receive a 500 yuan no-threshold coupon.

Seal's Favor:

During the event period, you can participate in the event by purchasing goods worth more than 500 yuan.

New Year Koi Lucky Bag:

Users need to purchase lucky bags, and one koi prize will be drawn from the users who purchased the lucky bags. The koi prize will increase as the number of users who purchase the lucky bags increases.

This article only selects 13 cases. If you want to get the full version, please reply to the keyword [Spring Festival Cases] in the background of the official account.

The underlying logic of the four major red envelope games during the Spring Festival

Card fission

Through the red envelope gameplay of more than 50 platforms mentioned above, we can find that one of the main ways is to share red envelopes by collecting cards. The earliest card collection fission was Alipay's collection of five blessings.

For card collection fission, the logic is basically the same as lottery fission, but there are also differences. The difference is that every lottery code can be redeemed for a prize, while all the cards (or puzzles) need to be collected in order to participate in the lottery or get the target object.

Gamification fission

In addition to collecting cards to earn red envelopes, gamification fission is another important way to play red envelopes. Its essence is to use fun and rewards to drive users to share and spread. This time, QQ, Pinduoduo, Taobao, Alipay, and Volcano Video are using this method.

Although the specific ways of playing are different, it is very easy to get started. There is no operational threshold and you can continue playing as long as you don't make mistakes. It is very addictive. After playing Pinduoduo's Candy Crush myself, I didn't play for the red envelopes, but to see how difficult the levels would become.

Koi Marketing

You should be able to see that many of the above activities are still using the Koi model. Ever since Alipay launched a lottery event on September 29 to draw a "Chinese Koi", Koi has been a trend all over the country.

In essence, it is a huge social brand linkage marketing, which uses the forwarding volume on social platforms to promote products beyond user expectations.

However, there are some problems, including violations of regulations and false propaganda on social platforms; lack of transparency in the information of the winners, internal lists, secret manipulation, and false announcements of winning numbers, etc.

Coupon Marketing

Needless to say, every event will be accompanied by various coupons and discount vouchers.

Comprehensive platforms are even giving away hundreds of millions of dollars under the banner of red envelopes, but in fact, they are just coupons and cannot be withdrawn. Will they be killed by advertising laws in the future?

summary

Overall, the scale of the 2019 Spring Festival red envelope battle is much larger than before.

Not only has the number of players participating in the red envelope war increased, but the amount of red envelopes given has also increased a lot. Only those who have participated in the event know how hard it is and how big the scale is. I won’t say more, I’m going to watch the Spring Festival Gala replay.

Free dry goods

Friends who are engaged in operations know that different life cycles have different operational focuses. Through the above activity cases, we can also discover the operational focus of the product. Below I will share my daily notes with everyone.

Source: Occupation, Xiaobai