10 operational activities to teach you: How to take advantage of the World Cup

The World Cup period is a good time for major products to take advantage of the popularity, and various operational activities emerge one after another.

Recently, I have looked at the World Cup operations of dozens of products and selected some interesting activities to share with you to see how other products take advantage of the World Cup.

1. Didi Taxi : Calling on fans to cheer for the team

During the World Cup, Didi had a cross-border collaboration with Tongcheng-Elong. The theme of the event was "Support Your Home Team". Users chose the World Cup home team they supported, and then shared and invited friends to support it. During the event, the top three teams with the highest support rates will receive jersey prizes, and 1,200 jerseys will be given out by random draw to users; and an additional 500 participation prizes will be given out to all users who participate in the event.

However, it is difficult for users to spread this kind of support activities spontaneously, because users are lazy and most of them only participate in choosing their favorite teams. They want to leave the task of calling more people to vote to others. Anyway, the prizes are the result of everyone's joint efforts, so they are lazy if they can...

2. OFO : Guess the score by “riding” and create a great team

Guess the score, guess the winner, guess the champion... Whenever the World Cup comes, guessing is an unavoidable topic.

Ofo has launched an H5 activity for guessing scores, where users can predict the scores of the recent opposing teams, as well as the items on the players' clothes, shoes, and bicycles in DIY posters, and generate guessing posters with one click.

This type of personalized poster-generated H5 has become increasingly common in the past year. For example, NetEase’s “Sleeping Position Competition” and Identity V’s “Dress-up Game ” are both essentially customized word-of-mouth content for users and provide social currency.

However, no one was seen sharing ofo’s score betting in the circle of friends and WeChat groups . This may be largely because the shared poster was too “hard”. The poster clearly made people feel that it was an advertisement for ofo, weakening the connection between the poster and the user himself.

3. QQ Music: My Music Dream Team

QQ Music launched an event called “My Music Dream Team”, where users become coaches and can choose their favorite singers to form an 11-member star team. Hahaha. The system will generate a combat power index based on the stars you choose, and generate a personalized playlist based on the stars you choose.

4. Dongqiudi: Powerful online and offline activities

After comprehensively comparing the operations of several football products, Dongqiudi’s World Cup operations are quite good. With timely push of match dynamics, coupled with powerful content and online and offline activities, the daily activity of Dongqiudi is simply UPUPUP.

• Online: Guess the top four teams in the World Cup and win the grand prize of iPhone X. Guess the winner of each round and share a prize of 1 million yuan. Watch the game in the chat room and get random red envelopes.
• Offline: We have united nearly 300 bars across the country to participate in the cooperation, and further enhance product exposure through resource cooperation.

5. Hellobike: Cycling Fun World Cup

Hellobike's World Cup operation activity is "Collect Cards and Win Big Prizes". You can get a football card randomly every time you ride. If you collect 4 cards of Hellobike football stars (forward, center, defender, goalkeeper), you can scratch out Tmall supermarket coupons, bicycle riding coupons and other gift packages.

The gamification operation activities are quite interesting and can stimulate users' desire to ride, but the rewards provided by Hellobike are not attractive enough.

If in addition to providing regular rewards, a small amount of higher-value gifts can be given, and then "users collect all the cards and share them with friends" is used as the condition for the lottery, it can not only guide sharing to increase exposure, but also improve users' cycling activity.

6. NetEase Bohe Live : Competition among the Top Teams

During major festivals, some live streaming products will offer some festival-related reward gifts to boost revenue, such as "zongzi" during the Dragon Boat Festival , firecrackers, couplets and other gifts during the Spring Festival. Sometimes they will also cooperate with the anchor's activities to stimulate fans to give rewards.

For example: NetEase's Mint Live incorporated relevant elements of the World Cup into the event, and made three kinds of World Cup-related gifts, namely "Cheers", "Key Ball" and "God Cup". It held an event with the theme of "Mint World Cup Competition among the Giants". Within the specified time, the World Cup gifts received by the anchor in the live broadcast room during the period will be used as the promotion criteria.

The event also refers to the World Cup competition model, with group matches counting points, from 32 to the top 16, then to the top 8 to the semi-finals and the championship match.

7. Zhihu: World Cup Topic Page

Did you know? Do you really know? Are you sure you know? Are you really sure you know? … …

During the World Cup, Zhihu's brainwashing advertisement, featuring actor Liu Haoran as the spokesperson, was broadcast on CCTV and Youku Video. The product also launched the "2018 Russia World Cup Topic Page", which focuses on "Chatting about football on Zhihu", where users can view the corresponding schedule points and participate in topic discussions.

8. Alipay - Guess the score, guess the champion, guess the golden boot

Many products are engaging in guessing contests. On the one hand, the threshold for the activity is low. On the other hand, guessing the ball is related to the outcome of each game, which is time-sensitive and can increase the frequency of users opening the product.

After all major football betting products were taken off the shelves, many people around me are using Ant Points to guess the competition. You can participate by opening Alipay, which is simple and convenient. Since the points can be used to offset shopping expenses, the points are also equivalent to indirectly betting on football with cash.

In addition, Alipay recently launched an activity to promote "Collect World Cup Cards to Win 200 Million Points". The model is similar to collecting the five blessings. You can receive cards by completing the corresponding activities every day.

9. Tik Tok : Topic Challenge

During the World Cup, videos related to the World Cup can often be seen on Douyin. On the one hand, users spontaneously take advantage of the hot topics, and on the other hand, Douyin officially operates topic challenges to drive users. The challenges include topics such as "I am the World Cup Prophet" and "Yes, it's my football commentary".

10. Tencent Maps: Watch the game and have fun together

During the World Cup, going to bars, barbecue places and other places to drink, eat barbecue and talk about football is a necessity, but how to find nearby bars is a pain point.

Tencent Maps has launched an activity to find "bars for watching football games and eating barbecue", where you can see the nearest bars, barbecue bars and other places to watch football games. You can randomly draw a red envelope for watching football games every time, and you can withdraw the money by signing in offline.

The World Cup activities are very consistent with the product functions. If you want to find a good place to watch a game, just go to Tencent Maps. At first, when I wanted to make an appointment with my friends to watch a football match offline, I couldn’t find any suitable recommendations on Baidu Maps , which was very frustrating. When I saw 36Kr pushing the World Cup event on Tencent Maps, I felt a little excited about this thoughtful feature.

summary

The above are the operational activities for the World Cup that have been sorted out recently. There are no particularly amazing ideas, and most of them are relatively conventional operational routines. Written on the night of the World Cup final, unfortunately Croatia failed to win the championship. Goodbye World Cup, see you in four years.

Author: Levin, authorized to be published by Qinggua Media .

Source: Operation Wars