​I have no idea about the marketing H5 for Qingming Festival. What else can I do to create a hit product this year?

The Qingming Festival is approaching, and activities such as going out to visit graves and go on spring outings will always distract users from their mobile phones. Qingming marketing often comes in many forms, and it is not easy to catch users' attention with H5.

Qingming Festival is coming again this year. How can we make a good Qingming H5?

This issue reviews the Qingming H5 from previous years, hoping it can be helpful to you.

What do you think of when you mention Qingming Festival?

The refreshing and soft green rice dumplings, the willow branches sprouting in early spring, Zhang Zeduan's "Along the River During the Qingming Festival", and the famous seven-character poem "It rains heavily during the Qingming Festival, and the pedestrians on the road are heartbroken."

The things that come to mind in an instant are the most common and practical, and these can all become creative elements of H5.

1. Buick: "Catch the Green Rice Ball in Seconds"

Qingtuan is one of the representative foods of Qingming Festival, and many people have the habit of eating Qingtuan during Qingming Festival.

Users love to eat Qingtuan, so H5 personifies Qingtuan.

This lightweight H5 is easy to operate and can be used for interactive games. The background story is explained on the sliding page, and a 30-second Qingtuan catching game is set up.

There is an "I want to go for an outing" button on the last page. Clicking it will jump to the Buick car test drive registration form. Buick is used as a means of transportation, and cars and Qingming are perfectly combined. Users will involuntarily think of the product when they think of outing.

"Catch the Green Tuan in Seconds"

2. The Palace Museum: Along the River During the Qingming Festival 3.0 Museum

When mentioning Qingming Festival, people will think of "Along the River During the Qingming Festival". H5 can use famous paintings to introduce knowledge about Qingming Festival.

When making H5, you may sometimes feel that the most common elements are too simple and not high-end, but in fact, the more common the elements are, the more they can stimulate user associations . "Along the River During the Qingming Festival" can be used, and it can be used in many different ways.

The pedestrians and vendors in the painting, the shops with their signs, and the mountains and flowing water in the distant background, each part can be taken out separately.

This H5 gives the characters in the picture a "language", introducing the Qingming customs in "their" tone, increasing the credibility of the information.

The same is true for H5s such as Sohu's "Along the River During the Qingming Festival on Palm" and Taobao's "New Along the River During the Qingming Festival" during the same period. The overall creativity was created based on "Along the River During the Qingming Festival".

Along the River During the Qingming Festival 3.0 Museum

When talking about Qingming Festival, people will think of the three-day holiday, crowded crowds, and relatives visiting. H5 can use the user's holiday life as a starting point for creation.

1. Chexiang.com "Enjoy More Qingming Holiday Calendar"

This H5 is different from other H5s with beautiful pictures. It uses the style of hand-drawn illustrations, with rough lines for the characters, which looks a bit funny at first glance. With the villain's realistic complaints, it looks a bit like "Baozou Comics".

The Qingming Festival is the peak travel period, and there are a lot of people whether driving or visiting tourist attractions.

The protagonist of H5, Overtime Dog, went out on vacation and encountered a crowded situation. When users saw this unlucky little man, it was as if they saw themselves.

H5 captures real-life scenes and turns this unpleasant experience into a funny animation, allowing users to laugh and feel empathy, and unconsciously want to continue watching.

《Enjoy more Qingming holiday calendar》

2. Are You Hungry? "Who Ruined Your Spring"

"Where is spring? Where is spring?"

After watching this H5, these sentences kept repeating in my mind.

Music is an important part of H5. The music of Qingming Festival can not only be tragic and desolate martyrs' songs, but also lively and cheerful spring outing songs.

This H5 magically adapts the children's song "Where is Spring" so that users can remember the melody and funny lyrics after watching the H5.

Relatives visiting and naughty children making trouble are also things that are often complained about. H5 brings this part of life to the screen, allowing users to see that "everyone is like this", which naturally brings users closer to H5.

Who Ruined Your Spring?

Qingming is one of the 24 solar terms. H5 can single out this special time node to write an article.

1. Tencent: "Twenty-Four Solar Terms - Qingming Festival"

Most users open H5 on their mobile phones, so mobile devices are also a part that needs to be considered when planning and designing H5.

This H5 has added a gravity sensing element, requiring users to rotate the phone and aim the pointer at the dotted line. The purpose of spinning the turntable is to find one's hometown and send blessings to one's loved ones.

H5's interactive gestures include not only clicking, sliding, long pressing, etc., but also technical means. Making full use of hardware devices such as gravity sensors, gyroscopes, and speed accelerators can innovate H5 gameplay.

Qingming Festival of the 24 Solar Terms

2. People's Daily: "Help me think of a response. My leader asked me what my plans are for Qingming Festival. 》

It was only after I started working that I realized there is a kind of horror: the boss asks you if you have time.

At the beginning of H5, a message from the boss pops up on the phone, whetting the user's appetite. You thought this was a funny H5, but you didn't expect it was actually commemorating the martyrs.

Who says that commemorating the martyrs must create a tragic atmosphere? Creating contrast can also reflect the greatness of the martyrs.

This H5 simulates a WeChat group chat, and users watch the H5 from a first-person perspective, giving them a full sense of immersion. In addition, H5 chose an interesting beginning, presenting to users the things they worry about most in their lives, making users feel very friendly.

"Help me think of how to respond. My boss asked me what plans I have for Qingming Festival? 》

3. China Youth Online: "This Qingming Festival, use your hands to paint gold on the tombstones of heroes and martyrs"

The most outstanding feature of H5 is that users can gild the words on the Monument to the People's Heroes on their mobile phones and leave their signatures at the end.

The gilding process requires users to slide their fingers across the screen, as if dusting off the text, making the user's movements look more realistic.

In terms of form, H5 uses 3D special effects to let users appreciate the full view of the Monument to the People's Heroes and tells the story of the relief to users.

This Qingming Festival, use your hands to paint gold on the tombstones of heroes and martyrs

4. China Youth Online: "Today, please give them a minute"

Fragmented time often prevents users from calming down and completing a task, and the H5 loading time and viewing time are continuous, and the completion rate of many H5s is not high.

This H5 countdown is 60 seconds, adding the moment of silence in reality into the H5, allowing users to close their eyes and calm down for 60 seconds, and stay on the page for a long time.

This bold design allows the moment of silence, which can only be observed in real life, to be conducted on mobile phones. Users' sense of ritual will make them watch patiently.

Please give them a minute today

Popular science knowledge is also a creative method commonly used in H5 . If you want to convey knowledge to users flexibly, you also need the support of pictures and technology.

1. Southern Media Group: "Qingming Adventures: Traveling back to ancient times, this is how Qingming Festival was celebrated! 》

As a common H5 type, Q&A can be used in any scenario. This H5 takes users back to ancient times and teaches them common knowledge about Qingming Festival by answering questions.

This type of H5 should not only pay attention to the harmony between the picture and the text, but also provide reasonable guidance to help users continue reading. A clear and understandable guide can hint and guide users to ensure that they receive the information.

This H5 is simple to play. Users only need to long press the arrow button to move the little man on the screen. However, the movement prompt is not obvious, so the long-press H5 should pay attention to the rhythm of the story and let users know the progress of the story.

"Qingming Adventures: Traveling back to ancient times, this is how Qingming Festival was celebrated! 》

2. Xinhuanet: "Eight Questions on Qingming Festival: A Test Paper to Explore Life and Death"

The eight questions in H5 are about the user’s views on life and death, and the background music “Farewell” creates a sad atmosphere.

After answering the question, users can view their friends’ options, but H5’s result feedback is poorly processed, which gives users the illusion that H5 is unfinished.

Many H5s are all talk and no action. They whet users’ appetite at the beginning, but are forced to end in the end, which greatly reduces the viewing experience.

Qingming Festival is a fixed time node, and it is not easy to break through the creative form. Therefore, the Qingming H5 must not only write a good story, but also tell the story well to achieve the desired effect.

Eight Questions on Qingming Festival: A Test Paper to Explore Life and Death

The Qingming Festival is not only about crowded tourist attractions and paper money burning on the streets, but also about creative marketing activities and interesting H5s.

In previous years, there were many ways to play with Qingming H5, from small green rice dumplings to the tall Monument to the People's Heroes, and more and more new elements were added to the design of H5.

We will talk about what new ideas this year’s Qingming H5 will have after the festival.

Source: NetEase H5 ( wangyih5 )