How to operate activities? These 7 creative ideas give you the answer

Marketing and promotion is an area of ​​knowledge that every designer needs to have to some extent. Apart from specific business goals and strategic designs, there are many ways to interact with operational activities: one-shot, sensory recognition, 360-degree panoramic view, simulation effects... and so on.

Therefore, Lao He compiled some interesting activities and forms of expression, combined with [features + scenes] description. Help everyone match the appropriate creative gameplay when conducting operational activities.

1. Sensory Identification

Use the human body's senses (fingers, mouth, etc.) to start activities. The system can only trigger the next activity process after recognizing the user's sensory commands.

Such as: fingerprint entry. For example, Jeep's White Valentine's Day event requires users to enter their fingerprints to select the event theme, and then enter their fingerprints during the event to complete the agreement, which gives it a Valentine's Day ritual feel.

Voice input: For example, Tencent Charity’s English translator requires users to read a passage of English during the activity in order to understand the triggers and difficulties of poor children in learning, and thus initiate a donation campaign.

Blowing: Another example is Xiaomi's "Blowing" Strength Challenge activity, which requires blowing air into the [mobile phone microphone], and the fan on the page will rotate according to the amount of air. It's very interesting and also tests your lung capacity.

• Features: High interactivity, which makes users feel involved and want to explore, and can reduce the activity funnel.
• Suitable scenarios: Activities that require users to pay a certain amount of operating costs in order to ultimately receive [valuable rewards].

2. 360-degree panorama

Display promotional content in a 360-degree perspective, allowing users to understand the overall content in a comprehensive and more intuitive way.

Searching for the auspicious beasts in the Forbidden City

China Merchants Bank's Impression of Light

• Features: Ability to create a sense of space in the first person perspective , allowing you to explore the spatial environment at a macro level and understand local details at a micro level.
• Suitable scenes: Very suitable for displaying content with "spatial attributes", such as in cars, rooms, exhibition halls, etc. Or learn about a physical detail.

It can also be paired with a mobile phone's gyroscope to use gravity sensing to control space and increase the playability of the activity.

3. One shot to the end

The page switching is carried out with a [fixed shot/screen], and the content of each page is brought into view through camera movement.

Tencent Video: Victoria's Secret H5

NetEase News✖️GAC Mitsubishi: Witness 1.4 billion shining people

• Features: High novelty, which inspires users’ strong desire to explore. Whether it is the story plot or the transition effect.
• Suitable scenarios: Content display mainly based on [timeline, process line, status node]. There are two content loading modes: automatic loading and manual loading.
• Auto-load: Automatically load content according to the pre-set playback speed and direction.
• Manual loading: While the content is playing automatically, users can also load it manually by clicking or sliding up and down to view/replay/pause.

4. Long Pages

Unlike a one-shot page, a long page simply displays the page content "horizontally or vertically", thus forming a more coherent long page. There aren’t as many camera movements and transitions as in a single shot.

NetEase Yanxuan: "The Story of a Bullet"

NetEase News✖️China Taiping: Traveling through the 90-year history scroll

• Features: The content between modules/pages is more coherent and unified, and there is a strong desire to [explore downwards].
• Suitable scenarios: Activity presentation mainly based on [timeline, process line, status node]. The display status is also divided into two types: automatic loading and manual loading.

5. Gamification

As the name suggests, the method of "story + playing games" is used to increase user engagement, thereby reaching the content that the product wants to promote. There are many different ways and forms of playing the game, which I will not show all of them here, such as the common drawing, pressing buttons, cutting watermelons, fighting monsters, etc.

NetEase Cloud Music: M2 Psychological Painting Draws Out Your Subconscious

• Features: High interactivity, which makes users feel involved and want to explore, and can reduce the activity funnel.
• Suitable scenarios: Activities that require users to pay a certain amount of operating costs in order to ultimately receive [valuable rewards].

6. Simulation Effect

Simulate and restore [activity entrance, detail page] and other things that people are familiar with in daily life to achieve the purpose of user [subconscious operation/participation]. Such as simulating WeChat video calls and restoring the interface of WeChat Moments.

Goddess Lin Chiling sent you a call for help

The friend circle of the female anchor of CCTV

• Features: High participation, using familiar things to remove users' resistance and reduce activity funnels.
• Suitable scenarios: The theme/content of the event is of concern to the people's livelihood , and it can achieve good results by simulating something in reality with the event entrance/details page.

7. Question test

Allow users to edit content by [selecting and filling in information], thereby achieving product goals: deriving user personas, triggering dissemination, promoting products/services , etc.

NetEase Cloud Music ✖️ Ele.me: It has that authentic flavor! You are such a person

Tik Tok: Eason Chan Emotional Healing Center

• Features: It can obtain users’ real thoughts/information, which is somewhat similar to a questionnaire survey. However, if the number of questions is too large, it may easily cause users to be disgusted and leave the activity. It is generally best to control the number of questions to within 5.
• Suitable scenarios: Activities that require collecting user preferences and information in order to recommend corresponding services.

By the way, I personally understand that [interactive video] is also a kind of question-and-answer test, which also triggers different plots by selecting different content and ultimately achieves the product goal.

Conclusion

Well, the above are some of the more interesting creative forms of operations. I have compiled them in the hope that they can help everyone. When designing operation plans in the future, you can choose appropriate creative ways of playing, and not blindly output plans based on subjective consciousness.

Here are some links to the activities:

Searching for the auspicious beasts in the Forbidden City

https://wxc8f356adb367c7b6.wx.interval.im/palace/

Goddess Lin Chiling sent you a call for help

http://m.creatby.com/v2/manage/book/ljk0w4/

NetEase News✖️GAC Mitsubishi: Witness 1.4 billion shining people

https://go.163.com/web/20200306_sanling/index.html

Author: He Chuci Yan

Source: He Chu Ci Yan