6 ways to use countdown posters, how many have you seen?

Starting from July 21, Mr. Jia Yueting, Chairman and CEO of LeTV, posted four suspense posters on Weibo, announcing that the countdown to the LeEco event to be held in the United States on July 26 has begun. Just a few simple posters sparked widespread discussion and reposting among netizens, creating good momentum for the event. In the Internet industry, there seems to be such a phenomenon. Whenever a company needs to hold a new product launch conference or announce that a new product (work) is about to be launched, it will produce a batch of countdown posters to ignite the warm-up climax of the entire event. So, what are the common tricks for countdown posters? Can we ordinary operators also learn some tricks for making countdown posters?

The first category, confusing

The confusing countdown posters always give some clues about the press conference or the product on each poster, triggering netizens' thinking, which has a bit of the effect of "holding the lute half-covered". After seeing the countdown poster, people are full of expectations for the press conference. Therefore, the biggest advantage of this kind of poster is that it can whet the user's appetite and trigger a lot of attention, discussion and speculation. However, the disadvantage is that when making this kind of poster, the clues must be just right and creative. When the final press conference was held, everyone had a feeling of "unexpected yet reasonable".

For confusing countdown posters, you can refer to the posters of LeTV's overseas press conference. Each poster gives an introduction to trigger everyone's thinking.

The second category: celebrity celebrities

Celebrity posters are usually intended to highlight the guests or endorsements for the press conference, thereby highlighting the scale and influence of the event. For the countdown release of some film and television works, high-definition posters of the director, leading actors and other major personnel involved in the work will be chosen for promotion. For some large-scale industry press conferences, business-style posters of big-name guests attending the conference will be selected for promotion. The advantage of this type of countdown poster is that it can make users feel that the press conference is grand in scale and attended by many big names, and they will be full of expectations for the content of the press conference. At the same time, with the help of the celebrity effect, it can also be widely disseminated. However, the disadvantage is that the main content emphasizes "people", and it may be difficult to highlight the highlights of the products and the press conference.

Countdown posters featuring celebrities are quite common. For example, Redmi recently invited Wu Xiubo, Liu Shishi, and Liu Haoran to be spokespeople to promote Xiaomi’s new product launch on July 27. This was the trick used.

The third category: directly hitting the pain points

The main feature of posters that directly hit the pain points is that they point out some pain points, bottlenecks and chaos in the industry, and convey the message through countdown posters that this press conference will solve these pain points. The advantage of this type of poster is that it can directly address the industry's pain points, easily resonate with industry insiders, and increase users' expectations for the press conference. At the same time, while criticizing these problems, they are generally able to cleverly combine them with the advantages of their own products to highlight their own advantages. However, the disadvantage is that most of the posters about industry pain points are relatively vertical, which only stimulates people in the industry and can arouse discussion and participation from a wide range of users.

For posters that directly address pain points, you can refer to the set of countdown posters that UC Subscription Account held a press conference not long ago. This is an example that directly addresses industry pain points.

The fourth category: product highlights

Product highlight posters can be said to be the most direct type of countdown posters. The main feature of this type of poster is that it presents the most core and attractive functional highlights of the new product in the form of a countdown poster. Talk about a very exciting feature every day until the press conference. This kind of countdown poster is especially common in the launch promotion of some digital products.

The advantage of this type of poster is that it is simple and direct. When warming up the event, it promotes the highlights of the product, making the communication effect more focused. The disadvantage is that it may expose the highlights of the product too early, making users feel less fresh and leading to a decrease in their enthusiasm for subsequent interaction.

Product highlight countdown posters are commonly seen in new product launches by major digital manufacturers. For example, when Meizu promotes its new mobile phone, it emphasizes the superior performance of the new product from the perspectives of pixels, CPU, screen, etc.

The fifth category: quoting classics

The biggest feature of posters that quote from classics is that they present pictures of some classic content in the posters, which resonates with everyone. The classic content here includes not only ancient poems, famous quotes, famous quotes from famous books, etc., but also some classic movie scenes.

For example, the 15-day countdown poster promotion for "Kung Fu Panda 3" not long ago integrated classic scenes from 13 famous film and television works, which gave people a sense of creativity. For example, when Smartisan Mobile released the countdown poster for the Nut Mobile phone launch conference, it hid the classic lines from the novel, which aroused everyone's speculation. In addition to quoting classics, this countdown poster also uses confusing techniques.

The advantage of countdown posters that quote classics is that they can be full of creativity, give users a very good experience, and even achieve word-of-mouth effect; the disadvantage is that to make this kind of poster, one must have a high level of literary literacy and the relevance of the product, and it is difficult to copy and paste.

For posters that quote classics, you can take a look at the previous countdown poster for the Nut phone.

The sixth category: touching feelings

If this new product launch conference had neither the support of big names nor the industry's top functional highlights, it would be difficult to be imaginative and creative. At this time, you can also consider making a touching countdown poster. The biggest feature of touching countdown posters is that they tap into the story attributes of the product (company) itself, establish an emotional connection with users, and thus play the emotional card. The advantage of this type of poster is that it can trigger users' memories and resonance, strengthen the emotional connection between products and users, and thus enhance brand awareness; the disadvantage is that the method of emotion can only resonate with a small number of people. It is more important to find precise core users for communication, otherwise the emotion will appear pale and powerless.

Regarding touching sentimental posters, in addition to appreciating Lao Luo’s sentiments, you can also take a look at a set of sentimental posters previously produced by Baofeng TV. I wonder if they touched you.

The above are some common creation routines for countdown posters. However, these methods are far from representing all types of countdown posters. For example, there are some countdown posters that make fun of competitors, some story-describing posters, etc., which can also achieve good results. On this basis, you can also combine these routines to create a more topical countdown poster.