Inventory | How did the “World Cup Game” trigger user growth?

This article is about the World Cup held every four years. It discusses how major companies designed "World Cup games " for the 2018 Russia World Cup to match this grand event celebration with a world theme, so that the games can better stimulate user growth and user repurchase rate.

Seven companies that organize events are listed as examples. Although the World Cup has not ended yet, the examples are already so clear in front of us that we have to analyze them.

Baidu World Cup "Guess the winner and share 600 million", Zhuan Zhuan World Cup "Guess correctly every day and share 100,000", Mafengwo "Guess the winner and share 1 million", Dianping "Win gold coins to draw luxury gifts", MissFresh World Cup "TV", Meituan World Cup "Guess and win a million-dollar gift", Youku World Cup "Share 1.4 million in this game". When these are added together, it can be seen that just by measuring money, the seven platforms have spent more than 2 billion. In reality, are they really giving money? Users get this money, but what do they have to pay for it?

In terms of essential logic, money is just a word used to attract users. People participate in the game by "downloading, betting, sharing and spreading, stimulating user consumption", and even allowing users to withdraw cash on other platforms in their own industrial chain.

In fact, the most substantial money used to be directly consumed by the market in exchange for users, but now the money is directly given to the users themselves. To put it another way, it can be understood as the ROI value of the cost of acquiring new users/the ROI value of retention and awakening/the ROI value of revenue.

The full text will cover the relevant "World Cup Guessing Games" released by the 7 major platforms. Through the content of this article, we can understand the logic and growth strategy behind the football guessing game, as well as the promotion and operation ideas and the design ideas of H5 and mini programs . I believe it will also be of great inspiration to students in non- e-commerce industries, because any product has certain commonalities.

Turn around

Experience rating: ★★★☆☆

Spread rating: ★★☆☆☆

Process rating: ★★☆☆☆

Visual ROI score: ★★☆☆☆

1. Direct topic: Share 100,000 cash every day
2. Write-off method (addition only)
3. List of winners (rolling list, rolling will be delayed for about 15 days)
4. Betting rewards (a fixed 100,000 cash will be shared by the number of people who guessed correctly)
5. Guess the timer (countdown)
6. Award-winning benefits ( WeChat cash, WeChat red envelopes directly transferred from mini-programs)
7. Guessing method (team win or loss, number of goals)
8. Odds method (chance betting, only the proportion of people who choose)
9. Communication method (Mini Program + Poster) (Share it and you will get one chance) (Sell products and you will get 3 chances)
10. Reminder method (Push reminder from service account, Push notification from APP)

Closed-loop process:

For old users of the APP, the first Push of the APP enters the APP and clicks to participate in the event to enter the WeChat mini program. The mini program authorizes and participates in the game betting, waits for the results, the service account reminds the results, and gives cash to the WeChat end.

WeChat subscription and service account users can directly enter the mini program through article push. The mini program end authorizes and participates in the game betting, waits for the results, and the service account end reminds the results and gives cash to the WeChat end.

Key points of strategy:

1. Import the original WeChat users and APP users into the mini-program carrier. The three APPs/mini-programs/service accounts have an organic closed loop, but no reverse closed loop.
2. A major premise of the closed loop of the three is that each user has a hidden independent ID and can effectively form an ID field with the mobile phone and WeChat, which can serve as a good environmental foundation for the entire closed loop of the activity.
3. According to the functional categories of communication design, there are 12 different prompts designed for sharing communication, including posters, 1 betting poster, and 1 mini program forwarding. zhe3lei has formed the main platform for communication on WeChat.
4. The overall ROI conversion rate is good, with each event attracting around 200,000 participants, and the key 500,000-person events reaching more than 400,000 participants.

Advantages: The operator established a service account to push participants of the game every day to encourage them to continue participating and to continue operating the event , thus stimulating the activity of the entire mini program.

Disadvantages: Activities are held just for the sake of being held, with no connection to the business, no flow back to the APP, a long period of understanding to obtain benefits, no distinction between betting reminders and push notifications for red envelopes, and no feeling of winning.

Meituan

Experience rating: ★★★★☆

Spread rating: ★★☆☆☆

Process rating: ★★★☆☆

Visual ROI score: ★★☆☆☆

1. Business Unit: Meituan Business Unit "Meituan APP"
2. Verification method (guessing token addition) (guessing token exchange for cash coupons)
3. Award-winning benefits (5-5000 yuan cash coupons)
4. Benefits exchange (points exchange for cash coupons)
5. Winners List (Rolling List)
6. Write-off method (addition and subtraction)
7. Guessing method (win or lose)
8. Betting returns (fixed odds calculation)
9. Communication method (H5+poster) (Meituan shares invitation codes and links to get different guessing coins)
10. Reminder method (first push of APP, later reminder switch, or self-query)

Closed-loop process:

For old users of the APP, the first Push of the APP can enter the APP and click to participate in the H5 event to participate in the game betting, wait for the results, the APP will remind you of the results, and you can get points to exchange for cash coupons.

Key points of strategy:

1. Import the original APP users into the H5 game . The H5 page forwarding will be the native poster with the user's avatar. This strategic point is very conducive to dissemination.
2. According to the functional category of communication design, sharing communication designed 2 different prompts, namely poster and H5 link. There is no focused design idea for the communication channel scenario.
3. The visual conversion rate of the entire ROI is relatively low, but the technology of native posters and the method of redeeming coupons are conducive to secondary repurchases.

Advantages: It pays high attention to privacy and is highly integrated with its own business, and there is a floating window for sign-in.

Disadvantages: There are too many things to do, the task system is hidden deep, it is too difficult to obtain coupons, users don’t know how to use them, and there is no clear benefit from sharing.

Meituan Takeaway

Experience rating: ★★★★☆

Spread Rating: ★★★★☆

Process rating: ★★★★★

Visual ROI score: ★★★★☆

1. Business Unit: Meituan Takeaway Business Unit "Meituan Takeaway APP"
2. Redemption method (collect 16 cards before July 15 and exchange for 66 yuan in cash benefits)
3. Award-winning benefits (RMB 66 cash balance on Meituan APP/or exchange for 8 RMB 10 coupons worth RMB 80)
4. How to play (collect the World Cup top 16 cards)
5. Scenario mode (H5 on APP and mini program on WeChat)
6. Communication method (H5 sharing only shares on WeChat, no need to choose to jump directly, after jumping to WeChat, it will directly be the mini program)
7. Reminder method (Mini Program, APP message Push)
8. Mission countdown (limited time mission)
9. Closed loop method (perfect closed loop, mini program card drawing-service number reminder)

Closed-loop process:

For old users of the APP, the first Push of the APP enters the APP and clicks on the H5 page to participate in the event. When forwarding, the H5 will jump to the WeChat end to authorize and participate in the mini program, and wait for the result (the betting on the H5 end and the card drawing on the mini program end are synchronized information, which is equivalent to betting on the mini program in H5). When someone enters the APP through your link, there will be a Push for the poster forwarded by the mini program.

Service account users can directly enter the mini program through article push, authorize the mini program and participate in the game to obtain lucky draw times, and then broadcast it to friends to obtain more lucky draw times.

Key points of strategy:

1. Import the original WeChat users and APP users into the mini program carrier, and the three APPs/mini programs/service accounts form an organic closed loop with extremely high fluency.
2. A major premise of the closed loop of the three is that each user has a hidden independent ID and can effectively form an ID field with the mobile phone and WeChat, which can serve as a good environmental foundation for the entire closed loop of the activity.
3. According to the functional category of communication design, the sharing communication design has only one type of WeChat end, which is forwarding the mini-program page, and the H5 activity page will determine whether it is the WeChat end based on the broadcast scenario, and the H5 forwarding does not need to be selected to directly specify the WeChat dialogue option.
4. The visual conversion rate of the entire ROI is extremely high. The service account had 100,000 reads within 40 pages after it was launched. In addition, within 3 minutes, 5 of my WeChat groups had forwarded the mini program, and within 5 minutes, 3 people joined a group I forwarded it to.
5. The disadvantage is that the operation does not push participants to continue participating in the game every day, and there is no follow-up tracking operation. Maybe the effect was so good that even Meituan Waimai itself didn’t expect it.
6. The rights and interests mechanism here has profound considerations for repeat purchases: "66 yuan cash balance on the Meituan APP/or exchange for 8 10 yuan coupons worth 80 yuan". It is either getting a coupon or a balance. Anyway, it needs to be used for consumption, and there is still a time period and it cannot be consumed all at once but must be divided into 8 times.

Advantages: The mini program on WeChat is effectively activated and forms a social game. The mutual backflow mechanism between the program and the APP is very smooth, the business connection is very close, and the H5 and mini program background are always connected.

Disadvantages: The 16 cards in the machine are difficult, and the willingness to play will not be enough if you are far away from the target.

Daily Fresh Convenience Store

Experience rating: ★★★☆☆

Spread rating: ★★☆☆☆

Process rating: ★★★☆☆

Visual ROI score: ★★☆☆☆

1. Game address: Search for the mini program "Daily Fresh"
2. Direct topic: Who is the prophet? PICK to win the grand prize
3. Write-off method (addition only)
4. Award-winning benefits (benefits include TV, juicer, Coke set, SK star experience package)
5. Guessing method (win or lose)
6. Odds method (chance betting, only the proportion of people who choose)
7. Communication method (Mini Program) (Place an order to get an extra betting opportunity)
8. Reminder method (Push reminder from service account, Push reminder from APP)
9. Winners List (Rolling List)

Closed-loop process:

Click on the first Push of the mini program to enter the game to place bets, wait for the results, and redeem cash coupons and TVs without mini program reminders.

Key points of strategy:

1. The typical way of operating mini programs is that there are too many activities in Daily Youxian, and they start the next one before they have finished experiencing each activity. The underlying logic of the operation is not deep enough.
2. The visual conversion rate of the entire ROI is very average, but the purpose of obtaining coupons is to make purchases, and the benefits of TV seem a bit empty and too difficult to obtain. And the number of pushes of mini programs is not high.

Disadvantages: not enough rights and interests, the connection between rights and business is not dense enough, the copywriting is not attractive, and the UI color is very classic 2014 style.

Baidu

Experience rating: ★★★☆☆

Spread Rating: ★★★☆☆

Process rating: ★★★☆☆

Visual ROI score: ★★★☆☆

1. Baidu Task Center: Guess and share 600 million, get 1 million lottery tickets every day = 600 million
2. Direct theme: All people share the World Cup 1.8 billion (guess the winner to share the 800 million grand prize)
3. Subtitle : Invite friends and get 10 times the bonus
4. Write-off method (addition only)
5. Betting returns (fixed odds calculation)
6. Guess the timer (countdown)
7. Award-winning benefits (benefits include cash and 10-year iQiyi VIP for the first 100 winners)
8. Guessing method (win or lose)
9. Game types: Guess the winner, remake the code
10. Odds method (chance betting, only the proportion of people who choose)
11. Communication method (H5)
12. Reminder method (Push reminder of APP)
13. Winners List (Rolling List)

Closed-loop process:

For old users of the APP, enter the APP through the first Push, click to participate in the event game, place bets, and wait for the results. There is no Push prompt when waiting for the result on the APP side, and cash is given to the H5 page. You must download Baidu Wallet to withdraw cash.

Key points of strategy:

1. To activate Baidu PC and APP users, they need to download Baidu Wallet and bind a bank card when withdrawing money. This is Baidu’s own closed loop ecosystem.
2. What Baidu gives is indeed real RMB, not voucher-like content. RMB is not necessarily conducive to dissemination, and Baidu's guessing game is an exciting game among these benchmark games with few game types and the most pages.
3. According to the functional categories of communication design, sharing communication has designed 7 H5 sharing links, but there is no targeted design based on communication scenarios, application methods, and classification of entry users.
4. The visual conversion rate of the entire ROI is relatively average. The highest amount someone earned at this time was over 600, and there was no design for dissemination on the WeChat side.

The advantages are: really rich;

The disadvantages are: it is really traditional, the UI design is really nice, the gameplay is really complicated, and the conversion rate is really low.

PS: If you come from Baidu, you can add me on WeChat and hit me up, but I’m telling the truth, Brother Hong is really stupid and has a lot of money. If I were to design it, I might not be as good as Baidu, haha.

But the serious Tencent Video has the "Get coupons by watching and sharing movies ", Lianjia has "House buying coupons" and so on. Baidu's little brother, please change your mindset quickly. The market is really too cruel. If you don't pay attention to the changes in market rules for a day, you don't know what will defeat you.

Others use coupons while you use cash. While they are increasing their repurchase rate and new customer acquisition rate, you are still spending money to build channels for your own sub-products. Okay, I'll officially accept the beating from Baidu people.

Dianping

Experience rating: ★★★☆☆

Spread rating: ★★☆☆☆

Process rating: ★★★☆☆

Visual ROI score: ★☆☆☆☆

1. Direct theme: Earn coins and win prizes
2. Write-off method (both addition and subtraction)
3. Guess the timer (countdown)
4. Award-winning benefits (benefits include DJI drones, coupons, and other 8 types of turntables)
5. Guessing method (win, loss, draw)
6. Game type: guess the winner, number of balls
7. Odds method (chance betting, only the proportion of people who choose)
8. Communication method (H5) (Invite friends to get 20 gold coins)
9. Reminder method (APP Push)
10. Winners List (Rolling List)

Closed-loop process:

For old users of the APP, the first Push of the APP enters the APP and clicks to participate in the H5 event to participate in the game betting, wait for the results, the APP will remind you of the results, and you can get points to redeem the number of roulettes.

Key points of strategy:

1. Putting a football babe on the theme page is more creative and men will like it more.
2. For sharing and communication, only one H5 link is designed. There is no focused design idea for the communication channel scenario.
3. The visual conversion of the entire ROI is relatively low.

Advantages: Made games and followed the hot topics.

Disadvantages: The rights redemption level is difficult (maybe the company’s budget is not large), obtaining rights is irrelevant to demand, and the game cannot retain users.

YouTube

Experience rating: ★★★☆☆

Spread rating: ★★☆☆☆

Process rating: ★★★☆☆

Visual ROI score: ★★☆☆☆

1. Direct topic: World Cup predictions, get on the list and share the 500,000 yuan prize
2. Write-off method (both addition and subtraction)
3. Award-winning benefits (benefits include gold powder exchange for gold bars, iPhone X, Ari computer, Kindie, etc.)
4. Betting method (win, loss, tie, champion, etc.)
5. Game types: Guess the winner, number of balls, champion
6. Odds method (chance betting, only the proportion of people who choose)
7. Communication method (H5) (Invite friends to get 100 points and coins)
8. Reminder method (APP Push)
9. Ad insertion (Xianyu ads integration)

Closed-loop process:

For old APP users, you can enter the APP through the first Push/sign-in floating button/splash screen to click on the H5 event to participate in the game and place bets, wait for the results, and be notified by the APP to get points to redeem items and Youku membership rights.

Key points of strategy:

For sharing and communication, one H5 link and one sharing poster were designed, but there was no focused design idea for the communication channel scenario.

Advantages: Alibaba’s internal cooperation is interconnected and the brother departments are very united;

Disadvantages: The guessing logic is relatively heavy.

Hornet's Nest

Experience rating: ★★★★☆

Spread Rating: ★★★★☆

Process rating: ★★★☆☆

Visual ROI score: ★★★★☆

1. Pre-promotion: Click here to enter
2. Direct topic: Guess the winner and share 1 million tonight
3. Write-off method (addition only)
4. Award-winning benefits (benefits are cash, coupons)
5. Guessing method (win or lose, number of goals)
6. Game type: Guess the winner, number of balls
7. Odds method (chance betting, only the proportion of people who choose)
8. Communication method (original poster) (error-free card)
9. Reminder method (APP Push)
10. Winners List (Rolling List)
11. Countdown (Voting Countdown)
12. Ad insertion ( Didi advertising integration)

Closed-loop process: Old APP users can enter the APP through the APP’s first Push/sign-in floating button/splash screen, click to participate in the H5 event, participate in the game and place bets, wait for the results, and receive results notifications from the APP, and obtain points to redeem items and Youku membership benefits.

Key points of strategy: Design 3 sharing posters for sharing and use the posters to spread the message in WeChat circle.

Advantages: Rough gameplay, guaranteed money in each game (no wrong card), cost per user is between 15-35, attracting people who are sensitive to cost-effectiveness.

Disadvantages: If it is connected with the mini program and has Tencent's capital, the customer acquisition speed will be faster.

World Cup Strategy Summary

1. Key points in game design: addition and subtraction of bets, and whether the odds fluctuate? Does an H5 have multiple games or just one? Is there a countdown for the reward benefits?
2. In the closed loop: the simplicity and smoothness of the game, the closed loop of scenarios, the balance between rights and returns, the method of dissemination, and the closed loop of the carrier between the APP and WeChat.
3. In detail: Does propagation have fission properties? Is the text attractive enough? UED experience, Push strategy.
4. Scenario design: What are your user carriers? The correlation between communication scenarios and interaction scenarios.
5. Benefits design: What benefits do your users like? Do you like the gameplay or the size of the prizes? Is the benefit related to the main business?
6. Operational products: For example, in “Zhuan Zhuan”, some games are 100,000 and some are 500,000, and each game has a follow-up Push, and each game has a light or heavy betting strategy.

Reward rights and interests are a form of subsidy and are also visible rewards. All rights and interests seem to be payments, but in fact they are just ROI values ​​to achieve indicators such as (new customers, retention, and repeat purchases).

This time, we are analyzing the application strategies of the "World Cup Theme", based on what kind of products, in what cities, and what kind of users will be powered up. In what scenarios, with what methods and rights, what effects can be achieved? How to measure the most reasonable and continuously optimizing process.

author: Gao Zhenxu, authorized by Qinggua Media to publish.

Source : Growth Hacker Bar