A must-read for new media operators | October’s holiday hot spots: National Day, Double Ninth Festival and Halloween

The author of this article will share with you the new media operation hot spots in October 2018, enjoy~

The hot spots that come regularly touch people's nerves every year.

We always say that we should take advantage of the situation to follow hot spots, but in fact, many times it is not about following hot spots at all, but about making all preparations and waiting for the hot spots to come.

So this time, it’s still the same old rules. Lao Zei will still share with you the new media operation hotspots of each month in 2018, familiar channels and familiar people.

The busy September is about to pass, and I can finally celebrate the National Day happily.

The more important festivals in October are National Day, Double Ninth Festival and Halloween . Let’s take a look together below.

October 1st National Day

How do we start this year's National Day holiday?

Should I go out to travel, see everyone and follow the crowd, go home to reunite with my family, be hit by red envelopes, lie at home and die, or continue to work overtime miserably?

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National Day is definitely a great opportunity for brands to compete to offer their products and celebrate the motherland’s National Day in various ways.

Of course, travel is indispensable during long holidays, and there are various travel strategies, travel guides, travel complaints, photography techniques, travel stories, etc. Brands can initiate travel topics, travel impressions, collect photos, give away air tickets and other activities. Some people have holidays, while others work overtime. You can also complain about working overtime during the holidays.

During this festival, whether it is posters, articles, H5 or videos, the style can be light-hearted and humorous, or infectious.

Case reference

(1) Meituan Travel: A divine song to prevent overtime during the National Day holiday

During holidays, what I fear most are calls and WeChat messages from my boss.

Meituan Travel’s MV “Boss, Don’t Call Me During the National Day Holiday” captures everyone’s pain point of being afraid of being disturbed by work during the long vacation. The format imitates the Rainbow Band, while adding hip-hop elements for embellishment. The colorful black and 100,000+ in the advertisement are quite touching.

(2) NetEase Kaola H5: On October 1, I deleted my Moments

When going on vacation abroad, I am afraid that my friends will suddenly ask, "Can you bring something for me?" It brings trouble to yourself, and you can't get rid of the feelings without taking them.

This H5 of NetEase Kaola, through WeChat chat, depicts some bizarre scenarios in which colleagues and friends ask for purchasing services on their behalf, which resonates with users.

(3) Amap’s “Map Monopoly”

When we were young, we played the game Monopoly. During the National Day holiday, Amap launched the Monopoly map, which allows you to play the game while traveling and earn money at the same time.

The official introduction says that this is an LBS Monopoly game that is integrated with the user's real location. During the game, it will recommend high-quality POIs in the surrounding area based on the user's real location, and through interesting gameplay, players can win cash coupons or G coins from cooperating merchants and lottery opportunities.

(4) Haier Air Conditioner: Test which type of patriotism you are?

Are you a doer who contributes to the country's GDP, or a spirited person who saves resources for the country?

Haier Air Conditioner's H5 has a total of four questions, using "patriotism" as a clue to test what style of patriotism the audience has.

The public always has no resistance to taking psychological tests.

(5) National Day poster appreciation

Durex

Tuniu

precisely

September National Day Movies

Every year’s National Day movie season also gathers many hot topics and is also not to be missed.

Angle gameplay: Combine the movie plot, characters, actors, and hot spots to expand upon them, and use pictures and texts with angles and opinions.

1. Shadow

Zhang Yimou's movies are always highly anticipated. His new movie "Shadow" is a story about a stand-in, shot in a unique "Chinese watercolor" style. The film received an 83% freshness rating on Rotten Tomatoes and an IMDB score of 7.6

2. Li Cha's Aunt

Adapted from the hilarious stage play of the same name by Happy Twist. In recent years, Happy Twist’s productions have become a guarantee of film quality. I wonder whether the Li Cha series can continue the myth. Let’s wait and see.

3. Fatso

Two fat guys accidentally formed a special operations team and got involved in a drug trafficking case, staging a hilarious story of the agents' journey.

Directed by Bao Beier + plot, um... I'll wait until the ratings come out before getting into it.

October 5th marks the seventh anniversary of Steve Jobs' death

Steve Jobs, American inventor, entrepreneur and co-founder of Apple, died of pancreatic cancer on October 5, 2011 at the age of 56. This year marks the 7th anniversary of Steve Jobs' death.

After experiencing the ups and downs of Apple for decades, he launched iMac, iPod, iPhone, iPad and other globally popular electronic products, which profoundly changed modern communications, entertainment and lifestyles.

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Although it is the National Day Golden Week, everyone's remembrance of Mr. Qiao is certainly as warm as ever.

It could be an inventory of Jobs' important products, important press conferences, his experiences, the advertisements he made, his famous quotes, his marketing thinking, his copywriting , his operational thinking , his product views, etc.

You can also compare the current Apple phones with those made by Jobs before, talk about Jobs’ friends and old acquaintances and interesting stories, interpret his legend, and make H5 related to him, as long as it is relevant.

The point is to prove that we have feelings.

Case reference

(1) Apple’s 1997 ad “Think Different”

This is the version voiced by Jobs himself. It paid tribute to 18 historical figures who have influenced the world at one time. "Maybe they are crazy in the eyes of others, but they are geniuses in our eyes. Because only those who are crazy enough to think they can change the world can truly change the world."

I remember what Steve Jobs once said: Do you want to sell soda for the rest of your life, or come with me and change the world? He successfully convinced Sculley to join Apple, and he actually did it.

(2) CMB Financial pays tribute to Steve Jobs H5

Financial consumption and Apple products seem to have nothing to do with each other.

However, China UnionPay Financial believes that the spiritual power of Jobs' personal commitment and the credit attributes of China UnionPay Financial are interconnected and identical in terms of brand connotation.

Both are encouraging people to actively pursue a better life. Apple shapes new lifestyles through its products, and we provide the support behind those dreams and pursuits. This way of paying tribute is also very easy to attract consumers' favor.

October 8 Cold Dew

Cold Dew is the seventeenth solar term in the twenty-four solar terms of the lunar calendar and the fifth solar term in autumn, marking the official start of autumn.

During the Cold Dew season, the Nanling Mountains and vast areas to the north have entered autumn, the northeast has entered late autumn, and the northwest has entered or is about to enter winter. The temperature is gradually dropping.

Angle Gameplay

This type of festival is popular among all industries. Unless there are special circumstances, basically a picture or text and a hot poster can be posted on WeChat and Weibo.

October 10th Xinhai Revolution Anniversary

At such a time, there will be a lot of articles about the country and patriotism, which will enhance our country's prestige! There are mainly two categories: one is to commemorate history, and the other is to express patriotism.

Angle Gameplay

On such a serious day, don't do anything like pranking or consuming history. As for the content, if you don’t have any special ideas or creativity, it’s just a poster, don’t play around.

October 17th Double Ninth Festival

The ninth day of the ninth month in the lunar calendar is called "Double Ninth". People have the custom of climbing heights on this day, so the Double Ninth Festival is also called "Climbing Festival". It means longevity, so people often worship their ancestors and carry out activities to respect the elderly on this day.

The most well-known poem "Remembering My Brothers in Shandong on the Ninth Day of the Ninth Month" depicts the feeling of missing family members on the Double Ninth Festival. Being a stranger in a foreign land, I miss my family all the more during the holidays. I know my brothers are climbing the mountain, but there is one less person wearing the dogwood branches.

Celebrating the Double Ninth Festival generally includes traveling to enjoy the autumn scenery, climbing high places to have a distant view, admiring chrysanthemums, planting dogwood branches everywhere, eating Double Ninth Festival cakes, drinking chrysanthemum wine, etc.

Angle Gameplay

As for brands, they always like to take advantage of the Double Ninth Festival, because it is easy to arouse the emotional longing for hometown and parents. Emotional or story-based content is most appropriate, mainly to express parents' care and gratitude.

Case reference

Jiang Xiaobai : I only hope that you will grow up with me, and I will grow old with you, and we will always live a #simple life# .

Okamoto: #Double Ninth Festival# Choose a mountain to climb, and choose someone to spend the rest of your life with.

October 23 Frost Descent

Frost Descent is one of the 24 solar terms. It means that the weather is getting colder and the first frost appears. It is the last solar term in autumn and also means that winter is about to begin.

During the Frost Descent season, health care is particularly important. There is a folk saying that goes, "It is better to take care of yourself during the Frost Descent than to take care of yourself all year round," which shows the impact of this solar term on people.

This type of festival is popular among all industries. Unless there are special circumstances, basically a picture or text and a hot poster can be posted on WeChat and Weibo. It is usually a competition of creativity.

October 28th is World Men's Health Day

The World Health Organization has designated October 28th of each year as "World Men's Health Day". On this World Men's Health Day every year, it calls for increased publicity on men's health, calling on the entire society to pay more attention to men's health, and calling on every family to pay more attention to men's health.

Angle of play:

The ranking of market value and investment tendency of different groups of people: girls>children>young women>elderly people>dogs>men.

It's not easy to be a man, so pay more attention to your own health; you can also think of your father, your grandfather, etc.

Or you can do some self-tests on men's health, popularize knowledge about men's diseases, and review little-known facts. Men's products can also take this opportunity to speak for themselves.

You can also develop your ideas from the emotional angle of the current hot topic of "young sissies are Chinese sissies" and expand on some misunderstandings about men.

Case reference:

(1) Australian underwear brand Bonds: If your balls could talk

In order to arouse men's attention to choosing underwear, Australian underwear brand Bonds asked two actors to imitate the real feelings of men's "little brothers" encountering various situations in daily life, and shot such an advertisement for this purpose.

(2) KFC Men’s Set Meal

This is a series of radio scripts produced by Ogilvy & Mather's Johannesburg office in South Africa for KFC's men's meal launch.

Who says that men must be very manly, cannot distinguish between azure and indigo, can change all household appliances, and cannot put on makeup? This KFC broadcast script is really unique.

Halloween, October 31

Halloween, also known as All Saints' Day, is a traditional Western festival; and October 31st, the eve of Halloween, is the busiest time of this festival.

To celebrate the coming of Halloween, children will dress up as various cute ghosts and knock on doors from house to house, asking for candy, otherwise they will play tricks.

(It’s me)

Angle Gameplay

This festival is very popular in China now. Pumpkin lanterns, strange makeup and costumes, and various carnivals are indispensable. On this day, there is no need to say much about the various decorations and promotions held by merchants, and there are also quite a lot of spoof videos.

The brand's posters are standard, and they are basically "dark and windy night, ghosts crying and wolves howling, playing tricks"...

There are also many fun H5s for Halloween.

Case reference

(1) Ele.me : Hanging out together

An H5 launched by Ele.me for the upcoming Halloween. There are gauze, crosses, rags, choose what to put in the witch's pot to determine what kind of ghost you are-

Is it a bed-ridden mummy, a weight-loss maniac ghost, a socially phobic vampire, a procrastinating Frankenstein or a decision-making zombie.

(2) Zhihu: How long can you survive in a horror movie?

Zhihu's test H5 has a total of five questions. Different question options correspond to different scenarios, and users make choices based on their own judgment.

A group of people drove to a villa in the mountains to start a "suicidal" outdoor adventure in the evening. Suddenly, there was a power outage in the villa, and footsteps were heard in the living room. When everyone was nervous and at a loss, a cat's cry was heard from the basement... H5 has captured the essence of horror movies from the pictures to the soundtrack. The plot advances layer by layer, and every scene setting makes users feel involved.

(3) Appreciation of Halloween posters

Okamoto: Instead of going out to fool around, it’s better to go home and eat candy.

Zhongye Xingrong:

JEEP:

Okay, you are welcome to add to the above.

I hope this will be helpful to everyone and help new media marketing operations go a step further. See you in November.

Source: Mumu Laozei (ID: mumuseo)