How to leverage Halloween? Combining 14 cases including Durex, Gucci, Ele.me, etc., we will teach you step by step!

Halloween is coming~~ The KFC posters downstairs in the company have also been put up. But I think it lacks novelty and is not as good as the "Super Power Blood Bag Drink" that was jointly launched with Shrek last year.

It has to be said that today's festivals are becoming more and more commercialized. Every large or interesting festival will be turned into a hot spot by various marketing methods . Driven by commercial interests, Halloween has become the third largest festival after Christmas and Thanksgiving.

Let’s first look at 14 selected excellent cases of leveraging momentum , and then talk about how to leverage the popularity of Halloween.

1. Durex

The most powerful team in the universe must be Durex. Last year, Durex released a poster with this text on Halloween:

Combining Halloween's white ghosts and scary screams with its own products continues Durex's consistent high-level leverage. I admire you, Second Brother!

2.Gu uc ci

Luxury brand Gucci extended an olive branch to New York hip-hop artist Trouble Andrew, and thus the official version of "Gucci Ghost" was created. Last year, the same theme decoration was posted at the Sino-Ocean Taikoo Li flagship store in Chengdu to celebrate its official launch in China.

The event in Chengdu lasted for four weeks and featured specially designed elf-themed displays and interactive games .

3. Budweiser

Last year, Budweiser launched the Bloody Budweiser pop-up store, which received rave reviews. This year, Budweiser simply created the IP of "Bloody Budweiser" . This wave of Halloween marketing has been very aggressive, with the launch of new products, cooperation with Eason Chan, collaboration with Douyu Game Live , and joint fashion and cosmetics shows, covering "Bloody Budweiser" both online and offline. real! have! money!

4. Ele.me

Last year, Ele.me targeted its Halloween marketing at working people. The slogan is "Do you feel dull-eyed and busy like a walking zombie at work every day?" , which allows office workers to empathize with the company and uses Gif animation to show their hardship.

Ele.me fully understands the status of users and uses warm and funny words to bring people closer together, which is also a good marketing idea. Looking forward to their Halloween promotion this year!

5. Mayu App

The Mayu App combines a girl's irritable emotions before her period with the horror and screams of Halloween, which is vivid and interesting, and is easily forwarded by women. very nice!

7. Mazda

Mazda's clever combination of pumpkin lanterns and car lights is also a thoughtful use of momentum. It seems that traditional cars are really becoming younger.

8. Wangzai

The snack brand Wangzai’s main users are children . Therefore, Wangzai used a cute painting style to portray 9 major Wangzai monsters, including "Mummy Wangzai", "Zombie Wangzai", "Frankenstein Wangzai", etc., and gave each of them 9 legends. We also use the psychology of “collecting cards” to help marketing!

9. 360 Mobile Phone

The 360 ​​mobile phone, which focuses on security, combines Halloween tricks with personal safety, which is also a good marketing idea.

10. Goff

The skin care brand Goff has launched a slogan: The only "benefit" of not using Goff is that you can attend the Halloween masquerade ball without having to wear makeup. The classic Halloween slogan "trick or treat" was changed to "trick or try" to guide users to buy.

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11. Airbnb

"The Scariest Places in the World" is Airbnb's regular Halloween campaign every year.

Last year, Airbnb launched a new home, Bran Castle in Romania. The full-night experience will include velvet coffin beds for two people, and Dacre Stoker, a descendant of Bram Stoker, the creator of the Count Dracula series, will serve as a tour guide to tell you the history of this legendary 14th-century castle and the legend of vampires.

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There are also things like sleeping in a "mass grave", a large bed surrounded by skulls, private music in the tombs, and private explanations (ghost story level) from the catacombs manager, etc.

12. M&M Chocolate Beans

An American candy company has launched glow-in-the-dark chocolate beans for Halloween, which perfectly fits the “trick or treat” game that local children love to play. It’s really a good marketing idea!

13. PepsiCo Japan

Japan loves to use kawaii to leverage marketing ! Pepsi launched pink cola in Japan, targeting the female market , which is also another marketing strategy tailored to different national conditions.

14. Svedka

A vodka brand from Sweden, it has been targeting young people by launching cocktails containing vodka. Last year, Halloween launched a series of short films called "The Scariest Things in the World", using a scary atmosphere to describe some embarrassing scenes , such as:

a. I uploaded a selfie, but only saw 4 likes in 3 hours.

b. The boy’s friend asked him, “Did she reply to your text?” After a moment of embarrassment, the boy answered, “No”;

Yes, it is quite "scary"...

After reading the above marketing leveraging techniques, Brother Er has sorted out the techniques for you. Generally speaking, the impact of Halloween on the public mainly includes the following four keywords :

1. Ghost

2. Pumpkin

3. Prank

4. Costume Party

For the above 4 keywords:

You can take the meaning, that is, move towards similar meanings;

You can choose an image, which means moving closer to something with a similar appearance.

I want to admire Durex’s copywriting posters again!

Emotional number: Do you still believe that he loves you? That's really fucking weird.

Popular Science: What are the similarities and differences between Western ghosts and Eastern ghosts?

There are several main types of plasma.

Content number: What’s scarier than Halloween is that you lose followers!

Product number : God knows what users are thinking...

Story number: Late night ghost story, click in if you dare

For more hot topics about ghosts, you can also refer to a post by ip aiban on the Ghost Festival: I saw a ghost.

Foodie: Western-style pumpkin cooking VS Chinese-style pumpkin cooking, which one do you prefer?

Parent-child number: Sweet pumpkin porridge that children love, and these nutritious combinations

Beauty account: Put on some “pumpkin makeup” for late autumn and go on a date looking beautiful!

The most complete pumpkin-colored lipstick comparison in history, which one do you like?

Lighting No.: Cute pumpkin lanterns to add to the festive atmosphere!

Content number: Every time I see the number of followers, I think WeChat has played a "prank" on me

Emotional number: These unintentional "pranks" can help warm up your relationship!

Be wary of these "pranks" in relationships, it is very likely that he doesn't love you!

Parent-child number: How to educate your child when facing his pranks?

English number: In addition to trick or treat, there are these authentic expressions

Costume number: This is the most eye-catching way to dress up for a costume party

Entertainment: A review of celebrities' costume party looks

Place number: The best place to celebrate Halloween in XX city!

For Halloween costume parties, go to these places

**Note:

Some obscure and unpopular keywords, such as mass ceremony and soul rebirth. It may bring too high a cost of understanding to readers, so the choice depends on the positioning of the official account . After all, it is best to take advantage of hot topics within the public's knowledge.

I hope everyone can learn to leverage hot topics to operate !