Disassembling 6 ways to play red envelopes in event marketing

Red envelopes are a value-added service provided by Internet financial platforms to lenders, creating a "small and beautiful" usage scenario for the product.

There are four forms of red envelopes: vouchers, cash back vouchers, interest rate increase vouchers and cash red envelopes.

The red envelope gameplay is an operational strategy for user growth, which can attract users, stimulate investment, and increase user activity and value contribution.

We must attach importance to the gameplay of red envelopes and use them as the link point for all marketing activities to form a marketing closed loop that combines online brands with offline channels.

There are various forms of red envelope gameplay, and the key is to get users involved through activities. Users only need to complete the corresponding tasks to get red envelope rewards.

Common ways to play with red envelopes include: newbie benefits, inviting friends, daily tasks, investment prizes, lottery games, red envelope redemption, etc.

1. Newbie Benefits

The novice benefit is that new users who have not registered on the platform can enjoy red envelope rewards after completing the novice tasks. And each user has one and only one chance to obtain this novice benefit.

Take the novice activities of the Internet financial platform as an example:

(1) Task threshold: During the activity period, only newly registered users are eligible to participate.

(2) How to play: Visit the Newbie Benefits page, complete user registration, and complete the first loan.

(3) Red envelope unlocking: New users can get a 88 yuan cashback coupon when registering, and 8 yuan in cash when lending for the first time.

(4) Activity analysis: Attracting new users through new user benefits has a significant effect and is the main way to increase new users in the short term.

2. Invitation Rewards

Invitation rewards are for old employees to bring in new employees. By inviting others to complete corresponding activities, you can get red envelope rewards. The more you invite, the more you earn.

Take the example of inviting friends on the Internet financial platform:

(1) Task threshold: During the activity period, the invitee has not registered on the platform.

(2) How to play the activity: The lender shares the activity page or QR code image with friends, and friends complete registration and bidding according to the link.

(3) Red Envelope Unlock: Get 1% of each investment amount back within 7 days after your friend registers.

(4) Activity analysis: Attracting users to share is a typical word-of-mouth marketing. User fission can be achieved through sharing, which can attract new users and promote activation, with low operating costs and high user conversion rate.

3. Investment Rebate

Investment cashback means that during the activity period, if the investment amount reaches the standard set by the operating rules, you can get a cash red envelope reward.

Take the investment reward of Internet financial platform as an example:

(1) Task threshold: The loan amount must reach RMB 10,000, RMB 30,000, RMB 50,000 or RMB 100,000.

(2) How to play: Select the target with suitable term and interest, enter the target details page, click Lend Now, and complete the bid.

(3) Red envelope unlocking: After completing the investment quota, you can receive a cash red envelope of 8 yuan, 18 yuan, 88 yuan or 188 yuan respectively.

(4) Activity analysis: Driven by interests, old users are stimulated to lend repeatedly, thereby increasing the user's value contribution.

4. Sign-in Rewards

Sign-in rewards refer to the rewards that users receive by "signing in" on the APP or official website every day. The more consecutive check-ins you make, the higher the reward you will receive.

Take the daily check-in of the Internet financial platform as an example:

(1) Task threshold: Both new and old users can participate in daily sign-in, but they must sign in for 7 or 15 consecutive days to be eligible to receive red envelope rewards.

(2) How to play the activity: The lender logs in to the APP or official website, clicks Sign in Now, and completes the sign-in task.

(3) Red envelope unlocking: Sign in for 7 consecutive days to get a 5 yuan red envelope, and sign in for 15 consecutive days to get a 10 yuan red envelope.

(4) Activity analysis: Check-in is a typical product-driven operation that can improve user stickiness and cultivate user usage habits.

5. Lucky Draw Game

The lottery game uses the "red envelope + game" method to induce users to participate in incentive events with a low probability of winning a product.

Common ways to play include: lucky wheel, nine-square grid, scratch cards, smashing golden eggs, shake and draw, etc.

Take the points lottery of the Internet financial platform as an example:

(1) Task threshold: Have available points, and the points must be greater than the minimum limit of 100 points for the lottery.

(2) How to play: Click on the draw now button and spend 100 points to get one chance to draw.

(3) Red envelope unlocking: You can draw 8 points, 88 points, 188 points, a 5 yuan cashback coupon, a 10 yuan cashback coupon or a 0.5% interest rate coupon.

(4) Activity analysis: It enhances the added value of product experience and makes it more interesting, which can attract user participation and increase user activity.

6. Redeem Red Packets

Red envelopes are exchanged in the form of virtual currency or currency, and can be exchanged for corresponding goods at a certain ratio.

Take the points redemption of the Internet financial platform as an example:

(1) Task threshold: Have available points, and the points must be greater than the minimum limit of 1,000 points for redeeming red envelopes.

(2) How to play: Visit the Points Mall, select the platform coupon, and click Redeem Now.

(3) Red envelope unlocking: redeemable for cashback coupons with a face value of RMB 10, RMB 50 or RMB 100, or interest rate coupons of 0.1%, 0.5%, 0.8% or 1%.

(4) Activity analysis: Allow points to circulate within the platform, reward loyal users through point operations, and improve the loyalty of old users.

Red envelopes are increasingly popular among Internet financial platforms because they enable different scenarios and achieve marketing goals for different activities.

During the entire event operation process, the red envelope gameplay forms a complete marketing closed loop from task threshold, event gameplay, red envelope unlocking and event analysis. However, the threshold for the red envelope game cannot be set too high, and operating costs must be controlled.

The red envelope gameplay is designed around operational KPIs, and the fundamental purpose is to achieve user growth and conversion through "viral" marketing methods.

Author: Zhu Xuemin

Source: PMLink Product Manager Community (PM_Link)