APP activity promotion and operation: Create these 3 emotions to warm up the activity

"Wolf Warrior 2" grossed over 1 billion yuan in 85 hours after its release, " Despicable Me 3 " grossed nearly 1 billion yuan, and "The Mermaid" grossed 3.39 billion yuan. In recent years, there have been frequent dark horse movie box office hits, which is actually related to the early publicity and promotion. Ryan Holiday confessed in "Confessions of a Media Pusher" that as a media pusher, he had been making a living by deception, spreading rumors, hyping movies, and packaging brands. However, without these media promoters, no matter how good your product is, it will be difficult for people to discover it.

Movies that cost hundreds of millions to produce have to rely on publicity, let alone a small event like yours. The warm-up before the event goes online is actually very important. Many operators will encounter such a problem: they have worked hard to plan an event and invested a lot of manpower and material resources, but when the event officially starts, there are not many people participating. You start to complain that you can’t even plan an event well, but in fact, your event plan is already incredibly beautiful, you just forgot to build momentum for your event.

Creating momentum for an event is also known as event warm-up. During the event warm-up phase, create these three emotions, and users will naturally look forward to your event.

1. A strong sense of identity that resonates with people

Imagine if the copywriting during the pre-event period is bland and full of nonsense, but has no effect, then your event will definitely not attract attention, let alone expect a large number of people to participate. Therefore, the copy used for warm-up must be able to make others have a strong sense of identification, or even resonance. The following activity copy can be said to be a textbook copy.

“I stood outside the Fifth Ring Road and saw closed doors.”

Due to the high rent, young people who have moved to Beijing can only choose to live on the edge of the city where the rent is relatively cheap, but they repeatedly doubt whether they really exist in this city.

"I counted all the benefits on the phone and squatted on the road outside the Sixth Ring Road with tears in my eyes."

Others only see the glamour of first-tier cities, but fail to see that they have to live like ants in order to survive in first-tier cities.

"There are 10,000 wonderful things happening in my circle of friends , but I am using all my energy to meet my girlfriend across the city."

It seems that everyone is living a good life, but due to time and distance, it is difficult for a small person like me to even meet my girlfriend, so how can I enjoy life?

“I want to hide from the crowd but there are only elevated roads and abandoned wastelands”

I am exhausted from work all day, going to and from work. I work so hard but can only afford to live on the edge of the city. I want to hide myself in the crowd, but all I see is desolation.

The 24-hour transformation activity of "Reclaim the City and Take Back Life" for youth outside the city is aimed at a group of young people who are well-dressed, work hard in the city center of first-tier cities, but live on the edge of the city and cannot integrate into the city with their dreams.

Every word on the posters in the early stage of the event accurately pointed out the real situation of the young people living around the border, which resonated with this group of young people. The young people who were eager for a brief relief began to look forward to the event and even hoped to participate in it as soon as possible. These pieces of copy help find the target audience for subsequent activities. In this way, the purpose of warming up the event has been achieved. Therefore, copywriting that touches people's hearts and creates a strong sense of resonance will make users look forward to the event.

2. The mystery of revealing layers

Before the event begins, create a sense of mystery for the event and then reveal it layer by layer. This can arouse users' curiosity and often attract attention for subsequent activities.

Last week, when I opened the Mobike APP, I found a poster for an event inside the APP. Mobike was going to do something, and this time it had involved the League of Legends . I am really looking forward to what kind of sparks will be created when fun games are paired with the easy-to-ride Mobike.

The third day before last, [Are you ready?]

There are still three days left before the event, and you can compete with the heroic knights. As for how you will compete, Mobike will reveal it slowly.

The second to last day, [2 days to reach the battlefield]

There are still two days left before the event. There are gifts and a mysterious person. Apart from the fact that the event will be held in Guangzhou, there is not much other information. All I can say is, stay tuned.

The first day of the countdown, [Mobike Hero Carnival, see you tomorrow]

The name of the event was officially announced - Mobike Heroes Carnival, and the event will be held at Lefeng Plaza.

The night before the event, Lefeng Plaza’s Weibo and Mobike Guangzhou’s WeChat account simultaneously pushed an article to provide more information. The undecorated Lefeng Plaza looked plain that night, but it would be drastically different the next day, and users had to guess what it would look like. At the end of the article, there are posters of some of the amusement installations on the day of the event, with prizes given to encourage everyone to guess how the various installations are played. At this point, most of the activities have been revealed.

On the day of the event, you can find the event entrance in the APP. After clicking in, you can collect the admission ticket with your mobile phone number. At this point, the warm-up for the entire event is over and the event officially begins.

Mobike has endowed the "Mobike Heroes Carnival" with a mysterious color, and as the event date approaches, the content of the event will slowly be presented to the public. First, everyone was told that the event was jointly organized by League of Legends and Mobike , and then everyone was told that the event was held in Guangzhou and that there would be gifts, but the identity of the mysterious person was not explained. The day before the event, we told everyone the exact location and name of the event, and also revealed posters of some of the event installations. This step-by-step method of unveiling the event heightened people’s expectations for the event. The eager hearts of game enthusiasts and cycling enthusiasts were also tightly pulled, and they couldn't wait to participate. But don't worry, the event hasn't started yet.

3. A fleeting sense of urgency

We often say that if you miss this opportunity, you will never have it again. Our activities are ready. If you don’t come, you will never have another chance in the future. Creating a sense of urgency for your event can increase people's attention to it.

When it comes to fashion bloggers, what everyone might think of is probably filming videos and selling lipsticks and clothes. Who would have thought that a fashion blogger could sell a MINI car worth nearly 300,000 yuan in 4 minutes? On July 9, Rebecca announced on her official account that the first 100 Caribbean Blue Limited Edition MINI cars in the country will be available for pre-order on July 13. In her article, Rebecca combined the limited edition MINI car with fashion. Many girls want to own a MINI car, but there are only 100 cars available in this event. As a result, the 100 MINI cars were sold out within 4 minutes of the start of the event, and some fans even left messages complaining that they didn’t get one.

Although the announcement stated that there were still four days left before the event began, there were only 100 MINI cars available. This sense of urgency made users have high expectations for the event, leaving them no time to think about whether they really needed such a car. Users are attracted by this sense of urgency and keep an eye on the event. Even if they don’t make a purchase in the end, they are still participants in the event.

Summary: Whether there are enough users participating in the event is related to the preheating of the event. Now, most APPs choose to acquire customers through events. Users are too tired of these events. Only by starting from the real needs of users and creating the above three emotions before the event starts can we attract enough users and attention to the event. When the event officially starts, a large number of users will come to participate.