7 ways to make an event creative

After all, the purpose of activities is to get more people involved, and creativity is to ensure that more people participate in the activities. I have organized many activities. Before each activity, I always organize the team to brainstorm on how to make the activity loud and creative. Every time I brainstorm, many ideas come out, and I find that there are always some patterns to follow.

1. Timeliness

In fact, in the field of operations , there is also a job called time-efficiency operation, which is to achieve the purpose of brand communication by catching hot spots and leveraging them reasonably. Some timeliness is foreseeable, the simplest example being holidays; some timeliness is unforeseeable, which depends on your reaction ability. The benefit of timeliness is obvious—it really brings a lot of traffic ! Especially for celebrity gossip, many e-commerce companies use this to attract traffic, and users buy after just looking at it. For example, this case on Xiaohongshu leverages the popularity of Li Xiaolu.

In fact, the WeChat Spring Festival shake function to grab red envelopes is a foreseeable time-sensitive activity. This time-sensitive activity took advantage of traditional customs and attracted the participation of more than 100 million people. In the Year of the Horse, the avatar "XX will soon" quickly became popular. The author once did an activity where users could generate an avatar of "XX will soon" by editing text or uploading their own photos. This was also a hot topic activity, which saw a more than 2-fold increase in the number of users. This is very similar to the popularity of Santa hats this year. Quick-reacting developers have already developed tools for the WeChat mini-program "Christmas Hat".

2. Gamification

It is human nature that makes users love interesting things. Gamification ideas can often help users find activity ideas. In fact, the origin of the well-known "second kill" also comes from the online game "Red Moon", which means killing the opponent in the game quickly.

Games are often a group activity, such as mahjong and poker. Group activities can drive communication among users and bring in new traffic . We can see that the torch relay game was used to send red envelopes during Double 11 in 2017. Friends lit up each other's red envelopes, creating enough momentum for the Double 11 preheating.

Or maybe, games are an activity where you compete with yourself, and each play should be better than the last, which will make users addicted and continue to play, greatly increasing user activity. For example, in the 2017 National Day holiday, Baidu Map launched a game called "Catch Cute Pets". Through AR technology, users can see cute pets. After seeing the cute pets, users can keep clicking on them. By filling the cute pets with energy, they can get small animals and gold coins until they collect all 12 zodiac signs.

3. Experienceability

Simply put, it allows users to change the experience in the previous scenario to a new one . For example, if we played online before, we can now play offline, and vice versa; if we need to install a client to play, we can play on the page. This change in scene will bring convenience, comfort, or fun to the experience, which makes users pay for it.

For example, the brand pavilion activities held by e-commerce platforms actually draw on the scene experience of offline shopping malls. Entering a page to browse brands is like entering a shopping mall to browse different brand stores.

Beauty Camera recently withdrew from the hairstyle changing experience activity, and Baidu Nuomi also withdrew from the hairstyle testing activity on its own Beauty Channel. This type of activity transforms the offline hair set changing scene into an online hairstyle changing scene, and this type of activity often has an advantage, which is that it can be gradually precipitated into productization through the activity-based method. The recently popular live quiz shows (The Rush to the Top, Million Quiz) and live doll catching games are also about bringing offline activities online, but they are already a form of product.

Many years ago, it was often difficult to recommend users to install a PC client product because it was very heavy. Therefore, there were also products that simulated the product on the PC web page, allowing users to quickly experience the coolness of the product. I believe that with the continuous opening up of mini programs , many apps will benefit in this way.

It should be pointed out that such an idea is particularly suitable for new technologies and new product forms to enter the market, because the characteristic of this activity is that it allows users to experience services in scenarios they are familiar with or in scenarios where they can obtain services at a lower cost. For example, Taobao ’s VR fitting room .

4. The era of appearance

Or it can be said that it is caused by consumption upgrading. People have more and more demands for "categories", and "appearance" is becoming more and more important. When we are doing activities, users will often pay for things that make themselves or their things look better. The most intuitive example is an activity where users wear military uniforms. After image processing, the users’ faces become more beautiful, and users are willing to participate and post their photos. There are also appearance test activities that are long-lasting. Nuomi once conducted an appearance test to give out coupons, and Yidao recently conducted an appearance test to recommend car models to you.

There are many activities that may not be so fun in themselves, but you will find that if you make the shared pictures more high-end, many users are willing to share them; for example, some e-commerce platforms make the previous activity pictures of recommended "big brands" more refined by packaging the high-end nature of the products.

5. Personalization

Personalization, to put it simply, means "exclusive personal expression with user characteristics." On the one hand, users have the need to recognize themselves and express themselves, which is the user's social currency. So when our activities can give users exclusive personal expression, they tend to be popular. Labeling users is a personalized activity. At the end of the year, many products are generating an awareness for users about their behaviors within the product this year to label users. For example, Alipay recently used user bills to label users, which became popular on WeChat Moments .

6. Cross-border

Cross-border products always have highlights. When two completely unrelated products find a point of connection together, it is easy to surprise users, just like actors in variety shows becoming crossover singers and actors in TV dramas becoming actors in sketches. For example, NetEase Cloud Music and Metersbonwe jointly designed 30 pairs of underwear, and gained a lot of support from users through methods such as helping friends grab music underwear, auctioning underwear, and exchanging underwear for music. This not only achieved high exposure and high activity for NetEase Cloud Music, but also achieved the highest sales volume in the underwear category of Metersbonwe in five years.

7. Emotional resonance

Emotional resonance is often forgotten during brainstorming, but these types of activities are often the most likely to spark people's attention and participation. Activities such as emotional resonance are more suitable for charity. Of course, charity itself is also a very meaningful thing. There are also products that have a certain user base. You can find emotional resonance within the products, so that users will be moved by the products themselves and cheer for the products.

Some activities are designed to seek emotional resonance. Even if you think a product has no creativity, but has been around for a long time, this type of activity can show the warmth of the product. A recent activity I saw was the Baidu Netdisk activity, which was an activity that told the story of Baidu Netdisk and aroused the memories of many users.

A creative activity can not only bring in traffic and create traffic fission, but also, as the activity is likely to be productized, it can become a functional module of regular operations and generate huge commercial value . In fact, how to make activities creative is a topic that is worth practicing and discussing. For example, I have recently been thinking about the "evolution of jokes", that is, whether some jokes can be directly transformed into activities. For example, the activity mini program "Bao You Ni" some time ago is actually a form of activity. The reason why it became popular is because of the joke-like content of "saying".

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

Product promotion services: APP promotion services Advertising platform Longyou Century