How to design an effective invitation and gift event? Here are 4 tips

The reason why invitation-for-gift events can achieve viral growth is not only related to the charm of this event format itself, but also to design skills.

National husband Wang Sicong posted on Weibo on his birthday and shouted "I'm happy to give out money", which completely ignited the live quiz show. If you have never played a live quiz game, you must have been bombarded with invitation codes for various live quiz games. When a new user registers using an invitation code, both the user and the inviter can receive a resurrection card. Attracting users to register through invitation codes is actually a way to attract new users.

Hezijun has previously written an article titled "Why are so many APPs using the inconspicuous invitation gift activity?", analyzing the types of invitation gifts and why users are willing to share. Today, Box Jun will analyze in detail how to design an effective invitation and gift event.

Generally, information about invitations shared on WeChat groups will be considered advertising and the user will be removed from the group. Recently, Hezijun found that someone in the WeChat group shared a small program for grabbing tickets, and someone below took the initiative to say that he must help grab the tickets to go home, and then everyone helped to click to speed up.

Hezijun went to experience it and discovered some clever aspects of the design of this activity.

Smart Travel APP accelerates the process

1. The user shares the message "I can't buy a ticket and need help to speed up" to his or her Moments or WeChat groups, calling on friends to help speed up.

Click Help Speed ​​Up to help your friends increase their acceleration packages, which will increase the chances of successfully grabbing tickets, and your friends will be able to take the high-speed rail and happily go home for the New Year. However, everyone may have overlooked a fact: asking others to help speed up is not the only way to obtain this acceleration package. Users could have spent dozens of dollars to buy the acceleration package themselves.

So what makes users share activities? This is actually taking advantage of the user's desire to get a small bargain. If you can invite friends to help you speed up, why should you spend money to buy a speed-up package? Therefore, there is a constant sharing of help for speeding up in the WeChat group.

When your friend is faced with the difficulty of “not being able to buy a ticket and return home”, will you stand idly by? The answer is most likely not. The text of the content shared by users is also a factor in motivating other users to help.

2. When others click on the page shared by the user, they can draw a random acceleration package for him.

The acceleration package redemption page uses a lottery method. Until the moment of the prize drawing, users do not know how big an acceleration package they can help their friends receive, which adds a sense of surprise for users.

3. Fill in your mobile phone number and verify it, and you can also receive an equal amount of acceleration package.

As the saying goes, giving a rose to someone leaves a sweet fragrance on your hand. In this activity, if you draw a speed-up pack for others, you can also get a speed-up pack for yourself. This mutually beneficial behavior also becomes a motivation to help others.

4. It prompts that you must download the APP to use the acceleration package.

The acceleration package obtained from this activity must be used in the APP. This activity design will guide the acquired new users into the APP and turn these users into its own new users.

Tips for designing invitation-based events

1. Select activity theme according to node

China has 24 solar terms and more than ten traditional festivals. The importance of festivals to the Chinese people is deeply rooted in their bones. Confirming the theme of your event based on the nodes will make it easier to resonate with others and increase participation in the event.

I believe that everyone has been flooded with Alipay 's "Annual Bill" and NetEase Cloud Music 's "2017 Annual Listening Report" recently. The reason why these activities are so popular is that, in addition to taking stock, they tell users the stories that happened between them and the products in the past year. Also because of the nodes selected by these inventory H5.

As the Spring Festival holiday approaches, train tickets are hard to come by. The "Help Friends Grab Tickets" campaign planned by Zhixing APP and Ctrip APP is aimed at this pain point of users. The clever thing about this activity is that others will not resist this kind of sharing, and even strangers will lend a helping hand.

2. Take advantage of user psychology

For an invitation-gift campaign, if there is no incentive for users to share the campaign, then the campaign will be of little use.

As I mentioned above, asking friends for help is not the only way to get speed-up packs. Users are willing to share this activity, which takes advantage of their desire to get a small bargain. Since there is a way to get the acceleration package without spending money, why not use it? Users' desire to get a bargain increased the popularity of the event and made it possible to carry out the event.

3. Lower the threshold

When Happy Match was very popular, you could often see help-seeking messages shared by other users. However, due to the product design that "only game players can donate lives", those who are not game players cannot help even if they want to. So even if others really want to help you, they will be stuck by the extremely high participation threshold, which ultimately leads to only game players lending a helping hand.

Therefore, when designing an activity, you can try to lower the threshold of the activity, such as issuing rewards to users first, and then finding ways to turn these users into your real users.

4. Clarify the activity objectives

Although the activity is also about helping people grab tickets, Ctrip’s activity does not include any prompts to guide users into the APP. Comparing the "help accelerate" activities of Zhixing APP and Ctrip APP, we can find that they have many similarities. It is impossible to say who borrowed from whom in the design of this activity. One thing that can be determined is that their activity goals are inconsistent, and the final activity effects are also inconsistent.

Clarify the goal of your activity and incorporate this goal into the design of the activity. If you encounter obstacles in event design, you can refer to events designed by others.

Many event operators often borrow ideas from other companies' activities when they are running events because they cannot find new event ideas. As a result, the activity idea was found, but it deviated from the activity goal. This is because referring to other people's activities and planning your own activities are two different ways of thinking.

The activities planned by others are deeply thought out before being presented to the public. When analyzing other people's activities, we should find out the design intentions of others from the activity design, summarize and generalize reusable techniques.

Summarize

The reason why invitation-for-gift events can achieve viral growth is not only related to the charm of this event format itself, but also to design skills. If event operators can apply the above-mentioned techniques well when designing events, they will be able to maximize the effects of the events.

The author of this article is @活動盒運動社 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century