Dismantling the "Hot Pot Restaurant" Gamification Private Domain Community Case

The Internet circle is familiar with the concept of private domain, and also knows that the best way to achieve conversion, repeat purchase, and user word-of-mouth is to execute through private domain.

Whoever controls more private domain traffic will likely become the number one in a certain field.

The fame and private domain pool of this type of people are already very large. They connect with users through short videos, Moments, offline meetings, live broadcast rooms and other forms. So for ordinary people or even brands without the IP attributes of founders, how can they continue to maintain relationships with users in their own private domains and continue to actively pay?

This week’s theme: Activate private domain users through gamification + community operation, so that originally unfamiliar private domain individuals can become sticky and willing to pay user groups.

1. Advantages of Gamified Communities

1. Let users develop a habit

Nowadays, the market is too homogeneous. If you want to break out of it, you must be differentiated. Therefore, you can take action in terms of products, prices, marketing methods, etc. How to make users choose you? You can use interactive games to make users feel concerned and gradually cultivate a sense of superiority by exchanging products through their own "labor".

2. Improve community activity

Set a "Game Day" every week. On this day, all users in the community can participate. This can increase the overall activity, enhance the atmosphere within the group and the feelings of group members. At the same time, the prizes can be virtual currency points or physical samples.

3. Increase product exposure

Every activity that users play in the community can be associated with the brand. For example, awards, points or coupons won through community games can be exchanged for gifts in the mini program. This allows users to pay more attention to the brand’s community or circle of friends, increase product exposure, and effectively increase the order rate.

Types of Gamified Communities

1. Red Envelope

This is the most common way of playing, and it is also the game that can derive the most different ways of playing. It can be said to be ever-changing, but the underlying logic is to get users involved and develop habits (the amount of the red envelope is determined by themselves, and the focus is on the gaming experience).

① Prizes will be given on every 3. 7

△Rules: The group leader sends a red envelope (Suiyuanwang), and anyone who grabs the red envelope with the last digit of 3 or 7 can claim the prize.

② Grab the sofa when you see money

△Rules: The group leader sends a red envelope (speed king), the first person to grab the red envelope can get the prize, and then it will be sent out several times.

③ Best luck

△Rules: The group owner sends a red envelope (Lucky King), and the user who grabs the largest amount during the red envelope grabbing phase wins the prize.

④Lucky red envelope

△Rules: The group owner sends out multiple red packets with a quantity of "1" each (lucky person). Whoever grabs one and is named [Lucky Person X] (X is the ranking) will become the lucky winner.

⑤ Worst luck

△Rules: The group owner sends a red envelope (the "bad" king), and the user who grabs the smallest amount during the red envelope grabbing phase wins the prize.

⑥Ranking bonus

△Rules: The group owner sends a red envelope (ranking king) and explains the rules before sending the red envelope. The 5th, 10th, and 15th people who grab the red envelope will receive prizes.

2. Roll the dice

This type of gameplay can only be described as "purely based on luck", with winners being selected by throwing a sieve within the community.

There are many ways to play this type of game, for example:

① The group owner issues a challenge. Whoever in the community throws out the number "3" (1 to 6 numbers of your choice) first will get the prize, or be guided to receive the prize offline.

② This time the group owner throws the dice, but before throwing the sieve, the user first reports a number from 1 to 6, and then the group owner throws the dice. If the number of partners who guessed correctly is too large, a second round of dice throwing will be conducted among the winning users to screen the users; if the number is relatively small, the winner will be directly awarded the prize.

③ Before throwing the dice, the group owner says a number, and the users throw the dice in the group. The first user who throws a number that matches the number said by the group owner wins.

3. Guess the idiom

Before the event, the brand needs to prepare a lot of guessing text materials (don’t make it too difficult, just enough!)

Then the community is warmed up. The group owner sends out a story related to an idiom, and users guess which idiom it is. The first one to guess correctly wins.

This type of game mode can be derived into many other types, such as: guessing idioms by looking at pictures, guessing idioms by listening to voices, guessing lantern riddles... in various forms.

4. Read English to get coupons

(Suitable for users of all ages who want to learn English)

This type of activity is a retention game that is easy to convert. The general rules of the game are that the group owner sends out an English word or something during the game time, and the users in the group can pronounce the word by voice in the group. As long as everyone participates in this round of activities, they can receive small gifts or coupons.

5. Pop the balloons

In fact, the gameplay of this game community comes from WeChat Moments/Weibo, where someone sends a message and a picture with the content: there are 16 numbers in the picture, leave a message in the comment area with the number you have in mind, and there is a small gift behind each number.

If this form is transferred to a social game, it becomes a balloon popping game. The group owner sends out 30 balloons side by side, and everyone chooses a balloon they like. Each person has only one chance to choose, and there is a corresponding prize hidden behind each balloon. After the selection is made, the group owner will announce the prize information.

Derivative gameplay: opening gift packages, opening red envelopes, throwing darts, spinning the turntable...

6. Karaoke

This type of gameplay can also be diversified, for example: ① Let the group owner sing, and the user guess; ② The user sings, and the group owner guesses; ③ The group owner plays a song, and the user guesses the song title; ④ The group owner plays a song, and the user guesses the singer; ⑤ The group owner plays the first half of the lyrics, and the user answers the second half of the lyrics; ⑥ The group owner says a word, and the user needs to sing the word mentioned by the group owner in the lyrics...

7. Advanced gameplay

This type of game needs to be combined with current events to carry out activities. For example, the "Squid Game" was quite popular some time ago, so it can be carried out in combination with the community's gameplay.

Game content: Users participate in the game challenge of the group owner in the community. People will be eliminated at each level of this challenge, and the remaining number of people at the last level is the winner.

3. Analysis of the private domain game of a new hotpot restaurant

This store is not a big brand so I won’t mention the brand name, but their gamification of private domain gameplay is still worth analyzing, and the operation effect is quite good!

Because we all know that the physical store industry has been greatly impacted by e-commerce, and coupled with the epidemic, catering stores are facing huge challenges, such as pressure on store area and manpower requirements, so it is necessary to find the second curve (innovation) for this store.

1. Store private domain roadmap

2. Store traffic path

The opening time of the new hot pot restaurant is published on the local marketing official account. The content structure is store introduction + discount + scan code to pre-order coupons. A personal QR code for pre-ordering 50 or 100 yuan coupons is placed in the soft article to transfer online traffic to the store's private domain traffic.

Advantages:

① In the past, it played more of a role in brand promotion, and the effect could not be counted. The method of adding friends to purchase coupons through QR codes can more intuitively judge the effect of the promotion through the total pre-order amount brought by the conversion rate.

② Sediment the first batch of customers in private domain traffic, cultivate them into core seed users, and provide optimization suggestions for all aspects of the store.

3. Store gamification operation

3.1 Every night on time red envelope tail number game

Users who remain in the store are invited to the community for gamification services, and users whether they are in offline stores or not can participate in the game.

The main rules of the game are:

① The user whose red envelope amount ends with 3 will be rewarded with ice powder;

② If the amount of the red envelope drawn ends with 4 points, the user will be rewarded with wine;

③ If the red envelope you draw is the best, you can get a 30% discount coupon

Although this gamification design is simple, it has two benefits for users:

Ⅰ. For users who consume in the store: Play mini-games while dining to get extra prizes and increase the variety of dishes;

Ⅱ. For users who have not made purchases at the store: Get rewards through game activities to stimulate users to make purchases at the store within the specified time

3.2 Online dice throwing activity 🎲

At 9 o'clock every evening, the lights in the hot pot restaurant will dim and the night mode will be entered. At this time, the hot pot restaurant has turned over the tables once, and a group of new customers come to the store to consume drinks. The waiter will use real dice to guess the size with the new users. To participate in the activity, you need to add WeChat. If the user wins, he will receive a snack.

After half an hour, all the users in the entire venue added their WeChat accounts and started to create a group. A dice-throwing activity was held in the group. The first user to throw the number specified by the group owner could get a "dozen drinks" coupon (usable next time they come to the store). The losing user could stay in the group and participate in the red envelope lottery!

IV. Conclusion

No matter how much traffic there is, if it does not reach users, it is equivalent to zero traffic. The gamification operation model will gradually become popular this year. Brands will hold gamification festivals every week to allow users to participate. Although only 7 game modes have been discussed above, in fact, the gameplay will be constantly innovated. As long as users have fun and are willing to communicate with the brand on multiple levels, it is a good model.

Before each group activity, it is best to collect the fixed rules and routines so that they can be easily applied to the next activity. After the form of the activity is fixed, users will gradually develop the habit of interacting with the brand, which will generate the most basic trust in you. Once trust is established, conversion and dissemination will not be a problem.

Gamified operations not only solve the problems of traffic and retention, but also solve the problems of conversion and repeat purchase!

Author: Original Operation Notes

Source: Original operation notes