A brief analysis of the charm of the "Canyon Treasure Hunt" event planning in King of Glory

The 2nd anniversary celebration of Honor of Kings , with the theme of “Attack with All Your Heart”. Six major activities were launched on October 23, with clear and obvious benefits. Among them, the canyon treasure hunt activity became a viral event among players. Today we will take the Canyon Treasure Hunt event in the anniversary carnival as an example to look at the highlights and charm of the event planning .

Activity rules : Players can collect blessing points by digging for treasure on the activity page, obtain key props by playing games or sharing the activity page to increase the speed of collecting blessing points, and collect 150 blessing points to redeem skin rewards.

Benefits

For users, the most important thing about participating in an activity is the benefits. The ultimate reward for the Canyon Treasure Hunt is the second anniversary limited skin - Zhen Ji's Dream in the Garden. The exquisite limited skin is undoubtedly the most direct benefit point of this event.

There are three key elements to a benefit point:

• Threshold: The threshold is inversely proportional to user participation. Activities with lower thresholds mean higher participation. Here, users can participate in the event by simply searching for treasures on the event page, and the threshold is extremely low.
• Credibility: Make users feel that they can obtain it, or have the opportunity to obtain it. It will be displayed below the reward that if you have a blessing value of 150, you can get the anniversary limited skin for free and the time will be indicated to further enhance credibility.
• Value: Value is affected by supply and demand. Scarcity makes things valuable. Value can be increased by reducing supply. Limited skins mean that the chances of them being released in the future are extremely small, which increases the value of the benefit point.

Simple/gamified activity process

Simple

From the user's perspective , there are only three steps to obtain limited skins:

The activity process should be as simple as possible to match the relationship between rewards and user actions. The process steps should not exceed three steps, otherwise it will greatly increase the user's learning cost and reduce the participation in the activity.

Gamification

Use the framework of games to solve all non-game problems in work and life. The activity is designed as a treasure hunt in the Canyon of Kings. Each location is marked with the position and role in the game. Through the gamification of the activity process, the interest of event participants can be greatly increased.

To summarize the above: Canyon Treasure Hunt is to increase activity and retention and promote self-propagation (purpose) by matching skins (rewards) with daily games/sharing and mutual assistance (user actions) . Through treasure hunting and mutual assistance, the process is simplified and gamified.

Improve customer perceived value

To put it simply, improving customer perceived value means either saving customers money or saving customers time. How does the canyon treasure hunt impress users? Two simple props are used here:

Treasure Chest Refresh Card: 80% chance to improve treasure chest quality.

Improving the quality of treasure chests means that better prizes can be dug up, which increases the interests of users .

Friend Help Card: Reduce the unpacking time by 1 hour, shorten the waiting time, and save time for users .

Refresh cards and help cards easily improve users' perceived value from two aspects. The higher the customer's perceived value, the more it can impress users.

Go viral and help spread the word about your event

The sharing promotion mechanism encourages users to share and spread the word by using the benefit point of "mutual help from friends reduces the unpacking time by 1 hour".

Taking the Brave Chest as an example, the help of only three friends can reduce the waiting time by three hours, and the friends need to bind their accounts at the same time to help. More and more players are participating in the event, triggering viral spread.

What kind of content can encourage users to spread it spontaneously? Canyon Treasure Hunt creates three motivations:

Valuable: Share valuable content with others or be valuable to yourself after sharing. Sharing with friends can reduce the treasure hunting time by 1 hour, so you can get the anniversary limited skin faster.

Maintain relationships: Sharing can help you maintain good relationships with others and create social currency. Friends help each other or give each other cards and props to maintain close relationships and create topics for conversation.

Participate in comparison: can highlight superiority or satisfy vanity . Being the first to open a treasure chest or receive a skin will increase your sense of superiority, and you can share it with your friends to show off.

Generate emotions

A good activity can make users feel emotional and make their adrenaline surge. The canyon treasure hunt activity uses emotional resonance to make users feel moved and recall the good experiences.

When you collect enough blessing points to receive the skin, you will find that you have opened a letter. King of Glory creates an emotional resonance with users through a letter, expresses gratitude to players for their company, and sends blessings: May your future be crowned as a king, glorious and brilliant!

Conclusion

From the above, we can see that fascinating activities are interconnected and presented in a form that users can and are willing to accept. Of course, excellent events have many highlights. For example, UI design and event promotion are worth continuous learning and experience-gathering by event operators .