After analyzing 100 cases, we summarized these 3 creative methods for Dragon Boat Festival activities!

The Dragon Boat Festival is coming soon, have you thought about your activities? If not, I recommend you to read this article.

This article takes the Dragon Boat Festival elements as the starting point, and uses the association method and reversal method to find the entry point for the activity. It is divided into 3 directions and 19 small points. I believe it will be very helpful for you to stimulate inspiration for the activity.

When I opened my eyes on the morning of May 2, I saw a few messages forwarded by my boss on WeChat : "Look at other people's May Day activities, we didn't do anything!" The boss was right, but I was still asleep...

After thinking about mortgages, car loans, consumer loans, and the 1995s who will soon be listed on the market, I replied tremblingly: "See you on Dragon Boat Festival."

The May Day holiday has just passed and the Dragon Boat Festival is coming again. If you want to hold a serious Dragon Boat Festival event, then one month is actually not a long time. It is easy to organize an event, but it is difficult to find creativity. In order to satisfy my boss, I found 100 event cases and summarized some creative routines.

As an operator who is suffering the same pain as me, I hope you can come up with some additional solutions.

This article will take the Dragon Boat Festival elements as the starting point, and mainly use the association method and reversal method to find the entry point of the activity, which is divided into 3 directions and 19 small points.

First of all, what do you think of when you mention the Dragon Boat Festival?

Don’t always think about the sweet-salty dispute, that’s outdated. Starting from the Dragon Boat Festival, the iconic element is rice dumplings. Secondly, this is a festival, and festivals have folk customs.

However, the Dragon Boat Festival has basically existed since the year when the dog was invented. Zongzi and Dragon Boat Festival customs have been ruined. How can we innovate? So, I thought about hot topics similar to the Dragon Boat Festival, and using hot topic + hot topic might have a better effect.

Next, continue to expand along the three lines of rice dumplings, folk customs, and hot spots. The method of expansion is very simple, which is to keep asking yourself, what is it. For example, what is zongzi? What is folklore? If you don’t know, ask Baidu.

1. Use decomposition method to analyze the elements of Zongzi

So the question is, what is zongzi?

First of all, zongzi is a kind of food. It is made by wrapping glutinous rice in bamboo leaves, adding beans, dates, meat and other random things into the glutinous rice, and then tying it into a shape with a rope. It may taste sweet or salty.

The decomposition method is used here to break down and extract the main elements in this sentence , including rice leaves, glutinous rice, auxiliary ingredients, shape, and taste, which are all elements related to rice dumplings.

What are these elements used for? It can reflect festive elements.

Next, use the association method and inversion method to continue digging deeper. For example, if it is rice dumplings leaves, using the association method, you can ask what rice dumplings leaves are?

Zong leaf is a green, long, rectangular plant, and plants generally have health-preserving effects.

Are the leaves of the rice dumplings green?

Well, what can green think of?

I thought of a saying: If you want to live a decent life, your life has to be a little green. Well, please take the green hat, you're welcome.

This is the association method, which involves associating things with their shapes, colors, tastes, etc. Last year, Durex used rice dumplings leaves to create a naughty pattern.

In addition to the association method, you can also use the reversal method to achieve creative effects. The application of the reversal method is to ask yourself a question: "If it is not like this, it may be..."

The rice dumplings are filled with glutinous rice. If we don’t use glutinous rice, can we use sorghum rice? Last year, Xiaomi said we could use millet, and that would also be a yellow rice dumpling. Xiaomi is also rice, but it can be more diversified.

If we don’t put glutinous rice in the rice dumpling, can we put a chicken in it? Can I have an ice cream? Can you pack an AK47? Can you pack a Luban No. 7? Well, I want to be quiet~quiet~~

The next question is, can zongzi only be food?

In the tomb-robbing world, zongzi is a zombie. Coincidentally, zombies are afraid of glutinous rice. So why are zongzi called zombies?

Having written this far, I have a bold idea: wrap a corpse that has been stuffed to death by glutinous rice in bamboo leaves. After a long time, it becomes a rice dumpling. As for the meat rice dumpling, it may be that the corpse has not been completely decomposed.

Okay, let’s be serious. When writing copy , you will also use pronunciation association and character shape association , which is the homophonic method . The word "zong" can be pronounced homophonically as "zong/cong/zong", so last year there was a line in a text called "Zong represents love across thousands of mountains and rivers".

As for the character association, it can be used in poster design. Zong can be divided into mi and zong. Mi can be divided into a cross and four dots. The cross is like the string that ties the zong, and the dots are the glutinous rice that runs out. Look, how playful.

Next, why do we eat rice dumplings during the Dragon Boat Festival?

Yes, why do we eat rice dumplings during the Dragon Boat Festival? This is a folk custom, so what kind of folk custom is it? Well, the thought of my head exploding made me drink two cans of gas to calm myself down.

This brings us to the part about folk customs. Eating zongzi is to commemorate Qu Yuan, but after searching on Baidu I found out that in addition to Qu Yuan, there were two other people. One was Wu Zixu, a doctor from the State of Wu, who was framed and killed and then put in leather and thrown into the river.

There was also a filial daughter named Cao'e in the Eastern Han Dynasty. Because her father drowned in the river, she cried for more than ten days. Then, out of anger, she thought, "I might as well die," so she jumped into the river. Five days later, she came ashore holding her father's body. This became a legend.

These three people all have positive images, noble, loyal, and filial. You can write a hot article to popularize knowledge, but you can also play a reversal.

Think about it, they are three people, and people offer sacrifices to them on the Dragon Boat Festival, but what do they do on other days? Wouldn't it be nice to play a game of Landlord or something?

Also, people throw zongzi into the river to feed the fish, so could Qu Yuan make some zongzi for the fish so that he could be self-reliant?

Another question, besides eating rice dumplings, are there any other folk customs?

Uncle Baidu said that in addition to eating rice dumplings, people also row dragon boats, hang sachets, and hang mugwort on the Dragon Boat Festival. Therefore, we can combine some elements with regional characteristics to replace the rice dumplings that are not loved by grandma and uncle, so as to give them a stronger sense of regional belonging.

But if it is a national event, you need to consider how to let users know that hanging 5 silk threads on your hand means Dragon Boat Festival.

It should be mentioned here that the Dragon Boat Festival is also an important festival for family reunion in some areas, especially in the southern region, where more emphasis is placed on family affection. The homesickness at this time is really tear-jerking. A child from the south in Beijing just wanted to eat a piece of century egg and lean pork rice dumpling, but was looked down upon. It was so heartbreaking, my friend.

After thinking about folk customs, I feel that the hot topic of Dragon Boat Festival is not so hot anymore, so I asked myself the following question:

What hot topics are related to the Dragon Boat Festival?

You won’t know unless you check, it’s the college entrance examination! Whether there are children or not, it is a major issue of concern to the whole nation.

What do you associate with the college entrance examination? Encouraging blessings, practical tips , pre-exam sprint, pre-exam relaxation... and so on. If you are a merchant selling rice dumplings, it would be best to order a rice dumpling with the pattern of "top of the list of successful candidates" on it, as it is auspicious.

In addition to the college entrance examination, there is also Children's Day . May and June are also the peak months for marriages. There are also hot topics in film and television dramas and the industry. Since there aren't many common hot spots here, we only give a few directions for your imagination.

Having said this, I have finished talking about 19 points of divergent creativity for the Dragon Boat Festival. Do you feel cheated? (Please see the mind map for the specific 19 points) But as long as you remember to use the three methods of association, reversal and decomposition, your life will not be wasted.

But do you think this is the end of the writing? Haha, that’s awesome. Later I’ll talk about how to implement specific activities and drive forwarding.

Here we are mainly talking about online activities. There are so many ways to play offline activities . After reading the analysis of folk customs above, the Dragon Boat Festival will not be just about making rice dumplings.

Online activities are mainly divided into three purposes: brand promotion, attracting new customers and promoting activation, and converting sales. Poster promotion, H5 interaction, hot articles, and welfare activities are several common forms of activities. No matter what the purpose and form, the boss can shut you up with just one sentence when you want to take credit: "Did it go viral? Did it get over 100,000?" Damn it.

Without mentioning screen-sweeping, if the Dragon Boat Festival activities want to drive forwarding, I think there are several forms and methods:

1) Personalization

to C e-commerce or physical stores can customize holiday gifts for users during the Dragon Boat Festival marketing week. Based on the characteristics of target users , they can give sachets for beauty products and mugwort for household items. It should be noted that giving gifts is not to promote sales, but to create surprises based on satisfying users' vested interests.

2) Resonate with users

Whether it is marketing copy or Internet activities, heart-wrenching copy is increasingly likely to be forwarded. The Dragon Boat Festival is also a festival, but who will save those who work overtime? Who will give warmth to outsiders? It’s up to you, buddy.

3) H5 activities

There are still more than 20 days to the Dragon Boat Festival, so it is not too late to make an H5 interactive activity based on user attributes. The H5 activity can be a funny animation like " Traveling Through the Forbidden City to See You ". It is also very interesting to let Qu Yuan jump out of the river and complain about the rice dumplings that are not to his taste. You can also combine some personality tests with the taste of rice dumplings. For example, last year , Uncle Tongdao pushed a zodiac test combined with rice dumplings.

4) Spread knowledge

The Dragon Boat Festival is not only about Qu Yuan, but also Wu Zixu. Not only do you eat rice dumplings, but you can also buy sachets. Let me tell you, the Dragon Boat Festival is somewhat related to Valentine's Day . In addition, knowledge such as health care is also easy to forward, as long as it meets the user's curiosity, usefulness and interesting needs.

The author of this article @张小坏 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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