July New Media Marketing Calendar! Do you follow the hot topics?

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 old rules. The editor will still share with you the new media operation hotspots, familiar channels and familiar people every month in 2018.

First of all, I feel sorry for you all as we finally made it through the eventful month of June.

Next, the marketing keywords for July: summer vacation, movies , World Cup , and variety shows.

Domestic Film Protection Month

Domestic Film Protection Month is a verbal notice issued by the State Administration of Press, Publication, Radio, Film and Television in 2004, hoping that all theaters across the country will support domestic films. It means that from June 10 to July 10 (or July to August) each year, the introduction of overseas blockbuster films is not encouraged.

This period of time is called "Domestic Film Protection Month" by the media and the industry. The original intention of the protection month is to achieve the share of domestic films in the box office each year.

June 29th: Animal World

It is said to be Li Yifeng's transformation work, and it unexpectedly received rave reviews after its premiere at the opening of the Shanghai Film Festival.

July 6th "Dying to Survive"

Directed by Wen Muye, produced by Ning Hao and Xu Zheng, and starring Xu Zheng, Wang Chuanjun and others. I heard that it was full of tear-jerking moments. After the screening, the entire audience burst into tears. Many fans excitedly commented that "this is my personal best Chinese film of 2018"!

July 6th: "Legend of Exorcism 2"

Do you still remember "Jade Dynasty 1"? With Guo Jingming's publicity power, it is bound to stir up public opinion before and after the release. Coupled with the traffic of the three little ones in the movie, naturally there are fans willing to buy it.

July 13th: Evil Never Dies

Will the third part of Jiang Wen’s “Republic of China Trilogy” continue the good reputation of “Let the Bullets Fly”, or will it follow in the footsteps of “One Step Away”? When Jiang Wen is around, there is bound to be a lot of topics.

July 27th "The Richest Man in Xihong City"

The challenge of spending 1 billion in a month is a very hot topic, and with Shen Teng starring in the film, it is worth watching.

July 27th: Detective Dee: The Four Heavenly Kings

Angle of play:

Character evaluation, movie plot discussion, movie peripherals, movie content and industry connection, stills and lines adaptation, and also posters, long pictures, H5, live broadcasts , and short videos .

In short, it must be consistent with your own products and brands .

World Cup

Boss Zhipin's MLM ads, Mafengwo 's brainwashing ads of Tang Monk chanting sutras, Haoran DD's nonsensical Zhihu questions...

There have been a lot of complaints about the advertisements in this World Cup.

The World Cup will close on July 15th. The competition will become more intense as it gets closer to the end. All you need to do is know how to please the fans.

Angle of play:

1. Be polite in sports

Mobilize fan participation and launch gift-giving activities related to World Cup sports activities.

2. Take photos and pose

Post football-related poses to win gifts, and it’s best to use the iconic celebration moves of the stars of this World Cup.

3. Promotion

The World Cup is undoubtedly a good time for promotions. You can start from the product's functional points and topic points, and carry out promotional activities in conjunction with interactive topics.

For example, when everyone is watching football games, if a popular team scores a goal, × products will be given away. If you participate in the event, you will have a chance to win product rewards.

4. Follow the hot teams and stars

Keep an eye on the internet celebrity teams and stars that may appear in this World Cup and take advantage of the popularity. For example, the big winner this time is Iceland.

There are also Germany, Argentina, Brazil, and Spain; Ronaldo, Messi, Neymar, Muller, Pogba, Kane, etc. are all hot favorites.

Of course, conventional posters are indispensable, but the key is creativity and speed.

July 1

Party Founding Day

In 1941, the Party Central Committee decided to hold the Fourth National Congress and designated July 1, the first day of July 1921, as the Party Founding Day. July 1, 2018 marks the 97th anniversary of the founding of the Communist Party of China.

Keywords: Party

Angle of play: There are mostly information, history and commentary and opinion types. Nowadays, Internet self-media people are also very concerned about this area. Basically, they can use hot forms such as pictures, texts, H5, posters, live broadcasts, Weibo, Moments , videos, etc.

If it's not particularly relevant and you don't have the time, forget it, a poster to express your celebration will be fine.

Reference Cases:

Uber exclusive offers

On the day of the Party's Founding Day, Uber launched an exclusive offer specially tailored to celebrate the birthday of the Communist Party of China. The first 1,921 passengers who entered the "Serve the People" discount code could enjoy a 30% discount on a trip that day.

Who Am I Video

On July 1, 2016, the 95th anniversary of the founding of the Party, our Party released a heartfelt video advertisement "Who Am I?" It is said that this was the first advertisement run by our Party since the founding of the People's Republic of China.

July 1

21st Anniversary of Hong Kong's Return

Angle of play:

The most popular ones should be pictures, texts, H5 and videos. The changes in Hong Kong in the 21 years since its return are all content materials that can be discussed.

For example, changes in Hong Kong people, changes in the city, changes in attitudes, changes in policies, changes in various industries, various inventories of music and movies, etc.

Case: Qyer and China Merchants Bank: "Very Hong Kong, Swipe Now"

Qyer.com teamed up with China Merchants Bank to launch a long-form advertisement for credit cards to saturate the WeChat Moments, using neon colors that are rich in Hong Kong's visual soul to string together five themes: Hong Kong Film, Hong Kong Flavor, Hong Kong Shopping, Hong Kong Night, and Hong Kong Style.

The images full of desire and impact are combined with the description of the most worthwhile experience in Hong Kong today, running through the characteristic classics that Hong Kong has always adhered to for 20 years but has also been constantly changing with the times.

July 4

Independence Day

Independence Day is one of the major legal holidays in the United States. It is held on July 4th every year to commemorate the formal adoption of the Declaration of Independence by the Continental Congress in Philadelphia on July 4, 1776.

Angle of play:

1. As long as any of your product's raw materials come from the United States, you can talk about it;

2. Independence is a kind of life that many young people are pursuing nowadays, and it can also be expanded to individuality, uniqueness, etc. Everyone can also have his or her own "Declaration of Independence".

3. The Sino-US trade war can also attract attention.

Keywords : freedom, independence, America

Case: MilitaryWithPTSD charity

Independence Day is celebrated all over the United States, and fireworks displays are a must-see. For veterans suffering from PTSD (post-traumatic stress disorder), the sound of these fireworks reminds them of the scenes on the battlefield.

Therefore, the MilitaryWithPTSD charity organization used technology to create a sound recognition headset that is said to be able to recognize the sound of fireworks (actually it is to recognize whether the surrounding sounds are loud). These voices will become words of gratitude collected across the country.

July 6

International Kissing Day

Shakespeare said: "A kiss is the seal of love."

International Kissing Day was first initiated by the British and was recognized by the United Nations in 1991. Various kissing competitions are held in many cities around the world on this day every year.

Some countries will set up kissing areas on International Kissing Day, where people can kiss strangers crazily. Kissing has a history of 3,000 years, and it has gradually been recognized as a way to express love.

Angle of play: On this day, you can hold activities like "Kissing Contest", "Kissing is polite", "50% off for kissing in the store", "Prank kissing" and so on.

You can also kiss offline and post pictures online on Weibo, collect everyone's embarrassing kissing stories, and initiate various kissing or love topics, such as reviewing kiss scenes in classic romance movies. Durex has launched 108 kissing positions. Who knows?

You can do all kinds of wall activities, all kinds of love shows, all kinds of event marketing . You can make a confession H5 or a kiss H5. You can also make an anonymous confession or a real-name confession...

Keywords: love, kiss, spoof

Case reference:

Durex: I just want to be with you, softness collides with softness.

Xiang official Weibo: A true master can use his tongue to... tie a knot!

July 7

Lesser Heat

"Minor Heat and Greater Heat, the weather is hot and cold." Minor Heat is the eleventh solar term of the twenty-four solar terms in the lunar calendar and the fifth solar term in summer, marking the official beginning of the midsummer season.

Keywords: summer, heat relief

Angle of play: This type of festival is popular among all industries. You can do more about the particularly relevant ones. Those who are interested can do various anecdotes, complaints, reviews, benefits, etc. about the hot topics.

If there are no special circumstances, basically a picture or text or a hot poster can be posted on WeChat and Weibo. It is usually a competition of creativity.

Case reference:

In addition, July 7 is the 81st anniversary of the July 7 Incident. I won’t talk about this old thief anymore.

July 8

Bruce Lee Day

Bruce Lee's greatness is well known to everyone. Even the Los Angeles City Government designated the opening day of "Enter the Dragon" as Bruce Lee Day.

Angle of play: Hot topics in this area include review of the past, character energy, major events, character stories, reappearance of classics, etc.

For example, you can have an inventory of Bruce Lee's movies, compare him with current Kung Fu stars, review various film and television materials, interpret life, make H5 related to it, talk about his influence, initiate discussions, and so on.

The simplest way is to pay tribute with a poster!

In addition, July 20th was the day Mr. Bruce Lee passed away, so I won’t repeat it here.

July 10

Summer vacation is almost here

Angle of play:

It can be a hot spot for various summer plans, internships, travel, further studies, interesting things, nostalgia, spoofs, etc. You can also carry out various summer activities, promotions, and courses, which are more suitable for offline businesses.

You can also make complaints. After all, most people don't have a summer vacation now. At this time, you can compare various company benefits and complain about overtime. Which company directly gives its employees a summer vacation may become a hot topic.

This hotspot has a relatively large scope, and basically all forms of hotspots can be used. It is recommended to use topics, interactions and small games .

The transcripts and admission tickets in the hands of the candidates have become "vouchers" and "discount cards", with discounts everywhere.

July 14

Silver Valentine's Day

July 14th of every year is Silver Day, a holiday for bringing your loved one home to meet your parents or introducing him/her to other respected elders.

But there are two interesting points about Silver Valentine's Day. One is that the elders pay the bill, and the other is giving silver products as gifts, which may be a new creative point.

Angle of play: You can do the activity of "Take TA home, parents pay for it", or you can play the H5 of "Elders pay for it", or you can initiate the topic of "My parents met TA for the first time". Especially some young brands, you can have some fun with them.

Of course, you can also have promotions, giving away silver jewelry when you shop on the same day, or giving couples discounts when they wear silver jewelry when shopping and dining.

July 14

Sing! China Season 3

The Rap of China

These two music variety shows were launched one after the other.

The regular mentors of "The Voice of China Season 3" are Jay Chou, Nicholas Tse, Li Jian and Harlem Yu. The season premiered on Zhejiang Satellite TV every Friday night at 21:10 starting from July 13, 2018. This time, Nicholas Tse and Li Jian have joined the lineup. Let's see what kind of sparks the four men can create in music.

In addition, iQiyi officially announced that the second season of "The Rap of China" will be broadcast under the name "The Rap of China". It is China's first reality show produced with a "drama-style" narrative concept.

The Rap of China was so popular last year that it was viewed over 100 million times in just two hours. Kris Wu made "freestyle" popular, and a series of emoticons spread all over the WeChat Moments.

Alipay , WeChat, Mercedes-Benz, Adidas, NB, Nike, Xiaomi, Meizu, McDonald's , Chipshop , Vipshop , Taobao , JD.com , Nongfu Spring, Pepsi , Harbin Beer, Jiang Xiaobai , Mobike, Always, Sogou Translation, Triumph, and even the State Council!!! Almost all brand advertisements started freestyle at one time.

Angle of play: Learn from the play of last year's China Has Hip-Hop, you can try H5, posters, and short videos.

Case reference:

Sogou translates The Rap of Tang Dynasty

Paper-cut versions of Li Bai and Du Fu wearing sunglasses in the nightclub ancient poetry ╳ freestyle, MC Li Bai and Du Fu 1V1 hip-hop battle! Super brainwashing, this experience is still very interesting!

( Scan the QR code to view)

Nongfu Spring

Vitamin Water is the exclusive title sponsor of The Rap of China, so the brand exposure should be positively correlated with the show. Add hip-hop elements to the new packaging to attract attention.

State Council: Speed ​​up and reduce fees

The Chinese Government WeChat official account released this hip-hop advertisement from the State Council client on September 1 last year, which was also the first day that domestic long-distance and roaming charges for mobile phones were officially cancelled.

(Scan the QR code to view)

July 22

Great Heat

This period is the hottest time of the year in most parts of my country, but there are also abnormal years when the "Great Heat" is not hot and there is more rain.

Angle of play: This is the same as the Lesser Heat, you can play with things related to heat. If the product is related to "heat", it will be even more exciting.

If there are no special circumstances, basically a picture or text or a hot poster can be posted on WeChat and Weibo. It is usually a competition of creativity.

July 23

The anniversary of Ryunosuke Akutagawa's death

You may not be familiar with who Ryunosuke Akutagawa is, but he is a well-known Japanese novelist.

Why is this also a hot topic? It's simple, because his representative work is "Rashomon".

Speaking of the word Rashomon, everyone should be familiar with it. Rashomon itself is a hot topic. It has been given the meaning of "everyone tells their own story and the truth is unclear" and has become a commonly used buzzword.

Usually, when the parties involved in an incident each have their own story, the truth is confusing, and eventually it falls into endless arguments and repetitions, it is called the "XX Rashomon incident" or "falling into XX Rashomon."

Angle of play: Everyone can initiate this kind of Rashomon topic, or do some small interactions, or the brand can launch a Rashomon test, or spoof various Rashomon incidents.

July 28

World Hepatitis Day

Statistics show that there are 350 million people carrying the hepatitis B virus in the world, and 150 million people infected with hepatitis C. About one in 12 people is infected with hepatitis B or hepatitis C...

Angle of play: This is a very serious problem but one that does not receive enough attention. Relevant public accounts can spread this kind of knowledge to netizens.

The above, welcome to add!

Only marketing techniques and content that keep up with the pace of young people can effectively enhance brand favorability and reputation.

I hope this will be helpful to you all and help you take a further step forward in new media marketing operations . See you in August.

Author: Mumu Laozei, authorized to publish by Qinggua Media .

Source: Mumu Laozei