Marketing promotion: How to use H5 to leverage 520 marketing!

520, which sounds like "I love you", is coming soon, and the "love confession day" that has been made popular by people has become a new marketing focus for businesses.

Merchants have launched a war without the smoke of gunpowder in the 520 limited battlefield, using a variety of forms such as love-themed games, couple live broadcasts, creative posters, heartfelt copywriting, and offline confession walls.

Creative H5s emerge frequently during festivals. On this year’s “Dog Abuse” Day, what new ways can the H5 “in the name of love” use? Look back at selected cases from previous years for inspiration.

1. Personalized testing

(1) Durex: Durex Love Confession Research Institute

The design of Durex's test H5 has a futuristic and technological feel. The screen includes machines, instruments and other elements, just like a real laboratory.

The background music is also a rhythmic mechanical sound, which fits the "research institute" scene. It is serious and authoritative, allowing users to concentrate more quickly and consciously get into the role.

The theme of H5 is "confession", so in this research institute, Durex helps users practice confession and gives users who dare not speak an opportunity to learn.

The answers chosen by users with different personalities and dating habits will affect the generation of personalized customized labels.

H5 has 10 questions with different scenarios, such as falling in love at first sight on the subway, facing the trouble of age difference, looking forward to meeting your online love in person, and trying to overcome a long-distance relationship. Multiple scenarios simulate high-frequency user confession scenarios to make users feel more involved.

After the test, research results can be generated, such as labels such as "senior collector of good guy cards" and "explicitly single population", corresponding to the user's real identity. If you are not satisfied, you can test again.

On the last page, click the red button "Go to the Research Institute to Improve Skills". After switching pages, you can choose to forward, or continue "researching weapons" and go to the sales entrance.

Durex Confession Research Institute

(2) 37 Interactive Entertainment: "Straight Man's Survival Road"

This is a video interactive H5 that uses video and question-answering gameplay.

The theme focuses on the question that confuses many boys: "Have girls gained weight?" and responds from a boy's perspective, but all three options are wrong answers. After clicking one by one, the story continues and the correct answer is revealed.

The King of Fighters elements are incorporated into H5, and if you answer the questions incorrectly, you will enter the couple fighting segment. The battle field simulates the classic King of Fighters game, including elements such as health bars, countdowns, and ultimate moves, which will make users reminisce.

The couples' Q&A section has a fast pace, with funny jokes such as "Who would you save first if you and your mother fell into the water?" and "Please give me your guidance for the rest of my life." It is eye-catching and has a high chance of users watching it again.

"Straight Man's Survival Road"

2. Simulation scene

(1) Tao Piaopiao: "Little Heart Secrets"

The theme of this H5 is love "secrets", providing "technical support" for "capturing" a love partner.

The opening screen shows a safe with a key inserted, adding a sense of mystery to this "secret book". After opening the safe, you can see a colorful heart, which represents the user himself.

"Cheat code" means literally, and is expressed in the form of flipping through a book. In addition to page-turning interactions on the right, you can also drag the progress bar. The gameplay is simple and the operation is flexible.

What is more interesting is that the cheats are divided into five chapters. The third and fourth chapters choose scenes of a couple dating to watch a movie, and integrate the brand when the story progresses to the stages of buying and picking up tickets. The soft implantation is cleverly set up and users have a high degree of acceptance.

In the final conversion stage, H5 indicates on the last page that entering the APP will give you a customized “romantic surprise” and will redirect you to the event page.

H5 uses "secrets" to seriously spoof dating and confession scenes, allowing users to immerse themselves in dating memories while increasing their favorability towards the brand.

"Be Careful Heart Secrets"

(2) Secoo: From Another Perspective, Love Will Be…

This H5 focuses on "perspective" and needs to be watched in horizontal mode. "Reverse" swipe down the screen to change the perspective (most horizontal screen H5s swipe upwards). You may not be used to it for the first time, and the threshold for playing is relatively high.

The story develops differently before and after the perspective changes, both developing in a positive direction and presenting good results.

H5 builds a 3D scene, integrates parallax animation, and provides smooth screen transitions and excellent visual experience.

《From Another Perspective, Love Will Be...》

3. Fun games

(1) NetEase Games: "34 NetEase games celebrate 520 Game Love Day! 》

520 is not only "Internet Valentine's Day" but also NetEase's "Game Love Day".

This H5 image is mainly red and black, which is inspired by the color scheme of NetEase Games’ logo.

The scene is set in a game gift pack production factory, and the screen is arranged with gears, transmission tracks, warning symbols, and "warning" icons, giving it a full sense of technology.

H5 has fewer interactive elements but is very practical. One is that when entering the "factory", you need to enter the password "520", which corresponds to NetEase Game Love Day. The other is that the user needs to drag the "equipment" onto the transmission track.

Users need to play games to claim game benefits, changing from passive acceptance to active pursuit, which increases users' sense of ritual and gain, allowing users to cherish gift packages and increase the probability of entering the game.

《34 NetEase games celebrate 520 Game Love Day!》 》

(2) WeChat Pay x COSTA: Coffee Story

"Every cup of coffee carries an unspeakable confession." The heartwarming copy goes straight to the point, linking the product with the festival.

This H5 enters the story from a first-person perspective, building a coffee-making scene and allowing users to make a cup of coffee "with their own hands".

When making coffee, there is a copywriting guide: half a cup of espresso + half a cup of what you want to say, and when making milk foam, recall the time we spent together...

After the coffee is made, H5 will generate a piece of letter paper with different texts based on the shape of the latte art, and write it to the lover who is drinking coffee, awakening the user's memory of drinking coffee when they were in love and stimulating the desire to buy.

The store address can be obtained on the last page, and the map shows the physical store to reduce the sense of spatial distance. Clear geographic information can help trigger user actions, give users an incentive to drink coffee, and make users more likely to go into the store and make purchases.

Coffee Story

(3) New Balance: "One Step Forward 520"

H5 imitates the format of the popular game "Jump Jump", and the interactive gesture is to long press the screen.

You can walk, run and jump when you put on the shoes. H5 takes "jump" as a creative point.

There are several clever details:

• The painting style of the product shoes is delicate, the forward “square” has the shape of shoes, and the background graphic of the last page copy is shoes, which is in line with the product image.
• When the little man jumps, the text will change, "good buddies" becomes "lovers", and "dare not love" becomes "bravely pursue". A successful jump means a successful confession and the relationship enters a new stage. The copy compares the different states before and after falling in love, and the changes are clever and directly hit the user's pain points.

However, the H5 operation is a bit laggy, and the long-press jump function is difficult to control, which makes it not fun to play and affects the operating experience.

"One Step Forward 520"

(4) Tiffany: 520 · Journey of Love

This H5 has two modes of play, users can choose single-machine mode or dual-machine mode. The dual-screen interactive mode is similar to the stand-alone mode, but is more interactive and can be operated simultaneously by both parties.

The pictures in the small fresh style are simple in color, and the jewelry is selected from real pictures. The painting styles are obviously contrasted, which helps to deepen the user's memory.

There are clear prompts in H5 interaction to guide user operations. After the interactive session, enter the product exhibition page to check the 4 jewelry that have appeared, and follow the official account to learn more details.

The only drawback is that the characters on the screen are small and their movements are not obvious, and the user's sense of immersion from the bird's eye view is not strong, and the slow pace can easily cause fatigue.

《520 · Journey of Love》

4. DIY Interactive

(1) The Sixth Space: "520 Confession Poster Generator"

DIY H5 has strong freedom. H5 provides copywriting and styles, which can be changed with a click. Users can change the size and shape of different elements to generate customized posters.

This H5 is a common image generation H5, but it supports users to upload two pictures at the same time, which is not common in previous DIY H5s.

《520 Confession Poster Generator》

(2) He Cheng Tian Xia: Confession Train

The H5 scene is limited to the train "Love Mobilization", which materializes the information and puts other people's confessions in envelopes and CDs. You can open them to view and listen to the confessions.

The fresh pink style combined with the sweet confession creates a romantic atmosphere for 520.

You can move around the car by swiping left and right on the horizontal screen. Users can leave confessions or search for "My Confession" (this feature has been turned off).

The screen moves smoothly and the interactive experience is comfortable, but there is no clear prompt to share at the end, and the ending is a bit abrupt.

Confession Train

520 was not originally a holiday, but as more people celebrated it, it became a holiday. ——Not a famous quote from Mr. Lu Xun

Holiday nodes have long become important dates on merchants' media schedules. Making good use of these so-called "unofficial" holidays not only creates topics for businesses to build momentum, but also helps to gild the holidays and heat up the festive atmosphere.

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Author: DaDaer

Source: NetEase H5