Marketing techniques and routines for screen-sweeping events!

Case 1: The movie "The Last Night on Earth"

The 2019 spring movie "The Last Night on Earth" attracted great controversy due to its misplaced word-of-mouth marketing. According to pre-sale speculation, this was a movie that could break the pre-sale record for art films. The actual situation was that the box office dropped sharply within just one day of its release.

Industry insiders analyzed that the small-scale artistic production and misplaced word-of-mouth marketing were the main reasons why the film's revenue was lower than expected. The quality of the film was not the reason for the low box office performance. Rather, the kissing scene in the promotional video before the film was released created a wrong connotation for the film, leading the audience to mistakenly believe that it was a romance film, resulting in lower-than-expected box office performance.

In terms of film quality, "The Last Night on Earth" meets the expectations of most literary young people. The film scored 6.8 points on platforms with a strong literary atmosphere, but only 3 points on platforms with more popular tastes. "What may be poison to one may be honey to another", most ordinary audiences find the film bland and boring, but the core fan circle has given it unanimous praise.

Why did "The Last Night on Earth" become so popular?

The reason why the 2019 spring movies can dominate the screen can be divided into two stages: the first stage is to create a sense of expectation for the niche film, and the second stage is to create a collision between the niche film and the popular taste, so as to attract more audiences to watch the film in the cinema.

There are many niche movies, but not many of them can become a hit. The reason why "The Last Night on Earth" can become a hit is that the pre-promotion was in place, coupled with the misplaced word-of-mouth marketing, which resulted in serious polarization of the movie's reputation.

▍ Case 2: Jiaduobao's "Red London, Wonderful Luck" campaign

In April 2012, Jiaduobao held the "Red London, Wonderful Luck" event. Its sub-event "Red London, Drink Jiaduobao" series of events were held in the form of "city relay" in the top ten cities across the country.

Before the opening of the London Olympics, the Jiaduobao Red Balloon slowly rose into the sky, pulled by two rectangular hot air balloons in the shape of Jiaduobao red cans. The hot air balloons were filled with blessings. The blessings section reflected the high level of participation in this event, because celebrities, Olympic champions and ordinary people could all write blessings on the hot air balloons, representing equal and beautiful blessings for the Olympics, regardless of their status. When the hot air balloon rose slowly above the Bird's Nest, the pride in the hearts of the Chinese people was beyond words.

This was not the only successful secondary word-of-mouth marketing campaign for Jiaduobao. Taking advantage of the Olympic Games, Jiaduobao also planned another marketing campaign. On the eve of the London Olympics, the Sports Culture Development Center of the General Administration of Sports of China and the Jiaduobao Group jointly initiated the "Red London, Drink Jiaduobao" event, which was held at the London Eye, a landmark building in London, to bless the London Olympics.

This event was the first overseas appearance of Jiaduobao after its corporate name change. It not only demonstrated the strong strength of the Jiaduobao Group, but also promoted Jiaduobao's corporate image and the herbal tea culture represented by Jiaduobao on a global scale.

Why did Jiaduobao’s “Red London, Wonderful Luck” campaign go viral?

One is topicality, the other is participation. The topicality lies in the fact that this is the first overseas appearance of Jiaduobao after its corporate name change, and the participation lies in the fact that celebrities, Olympic champions and ordinary people can all write blessings on the hot air balloon, representing equal and beautiful blessings for the Olympics, regardless of their identity or status.

The brand power of Jiaduobao is the main reason why Jiaduobao's "Red in London, Wonderful Ji" was all over the screen. This is a foundation. Consumers are very concerned about the protracted "battle" between Jiaduobao and Wanglaoji. After the name change, every move of Jiaduobao will become the focus of users. For larger brands, the communication power of the event itself and the original brand power of the brand are the reasons for the screen-sweeping phenomenon.

▍ Case 3: Starbucks’ “Natural Wake-up” Campaign

In September 2018, Starbucks launched the “Wake Up Naturally” campaign on WeChat. The rules of the activity are to add "Starbucks China" as a friend on WeChat, send an emoticon that represents your mood, and Starbucks will immediately reply to your mood. Then you can get Starbucks' "Wake Up Naturally" music album, which contains songs designed according to your mood.

Starbucks has not stopped its pace in digital word-of-mouth marketing. After the "Wake Up Naturally" campaign, Starbucks launched the "Starbucks Alarm Clock" campaign. The marketing purpose of this campaign is to cooperate with the launch of new breakfast products. The rules of the activity are that you must first download the Starbucks APP and operate the alarm function in the APP. Users who arrive at a Starbucks store within an hour can enjoy a half-price breakfast, provided that they purchase beverages at full price.

The discounts offered by the event enabled Starbucks consumers to enjoy real benefits, so once the “Starbucks Alarm Clock” event was launched, it aroused heated discussions on new media platforms Weibo and WeChat public accounts, with extremely high participation.

Why is Starbucks’ “Wake Up Naturally” campaign so popular?

The reason why Starbucks’ “Wake Up Naturally” campaign has gone viral is, firstly, because of the huge discounts. Consumers have never been able to resist the charm of discounts. Secondly, because of the low threshold for participation. The high threshold for participation will directly affect the level of communication.

▍ Case 4: Upgrading of Xiangyi Bencao

On the road to brand upgrading, Xiangyi Bencao has become the object of imitation for various brands. It has not only made its peers envious, but also made advertising companies and brand managers envious. It is indeed a great harvest in corporate branding and sales. First of all, Herborist is a herbal skin care product with a strong family flavor. Before its upgrade, Herborist had a strong "local flavor" and a standard local brand appearance, which was completely in line with people's aesthetic taste for skin care products in the last era.

In its brand upgrading strategy, Herborist first focused on brand positioning, directly differentiating itself from other skincare brands with its authenticity and establishing a distinct image in the minds of consumers. In terms of packaging design and logo design, the purpose is to change the original "rustic" image, but without losing the original characteristics. Instead, another way of expression is used to interpret the characteristics of Xiangyi Bencao.

The original dark green packaging has been replaced, giving people the feeling that they have just bought medicine from a pharmacy. The logo is too complicated and has too many highlights, which makes it difficult for people to appreciate it. Some may even fail to recognize that it is the logo of Herborist. A simpler logo would make it easier for consumers to identify. The above are design changes. In terms of copywriting, the original slogan simply emphasized the effectiveness of Chinese herbal skin care products, while the new slogan emphasizes that Xiangyi Bencao is positioned as a skin care product.

Why can the upgrade of Xiangyi Bencao be so popular?

The first time is because of the brand power of Herborist as a national cosmetics brand, which is the foundation. If an emerging cosmetics brand becomes very trendy and fun from the beginning, it will not attract the attention of consumers. In contrast, a brand new look for an old brand is more likely to attract the attention of young consumers.

▍ Case 5: Coca-Cola dialogue bottle

Following the nickname bottle and lyrics bottle, Coca-Cola once again came up with a new idea on the label in 2015, printing lines familiar to consumers on the bottle, closely fitting it into life scenes. It is a confession artifact, an apology artifact, a loneliness artifact... Everyone can find their own exclusive memories in the lines bottle.

For this campaign, Kekekeke selected 49 lines including "Let's get married" and "If you love, love deeply". Using social media and multi-platform dissemination, popular self-media collectively spoke out, and Internet celebrities announced in different forms that the dialogue bottle is coming!

Through social media dissemination, the official Weibo account initiated a topic, #Coca-Cola Lines Bottle#, which climbed to the second hottest topic of the day, attracting the attention of netizens and inspiring consumers to share and spread it spontaneously. Offline, Coca-Cola uses traditional channels such as bus stops to promote posters and plan marriage proposal public relations events to amplify its online and offline voices on social networks.

In terms of maintaining the popularity of the "Coca-Cola Lines Bottle", the three words "Lines Bottle" not only aptly summarize the products of Coca-Cola's cross-border event, but such a concise topic also deepens the impression during communication.

First of all, the "Coca-Cola Lines Bottle" is a very good idea. It prints the lines that impress people on the Coca-Cola bottle, and then flexibly uses social media and Internet celebrities to speak out, attracting a large amount of traffic and attracting the attention of netizens. Doing both online and offline will be more conducive to the spread of the event. Coca-Cola understands the psychology of users and uses lines that directly touch the hearts of users to trigger emotional resonance and interaction, thereby subtly injecting brand information and making users accept the brand's communication appeal.

Why is the Coca-Cola bottle so popular?

The lines on social networks are easy to spread in themselves, and with the brand power of Coca-Cola, the influence of a century-old brand plus the lines on social networks is a symbol of a brand with a long history and efforts to become socialized.

Secondly, the communication channels of this event are flexible. It flexibly utilizes the advantages of social media, uses Internet celebrities to speak out, attracts a large amount of traffic, and attracts the attention of netizens.

• Conclusion•

In the era of decentralized communication, communication channels are becoming less and less important, because good content and topics will go viral on their own. Consumers have already dominated the consumer communication rights in today's era, and the shock waves of spontaneous consumer spread have greatly increased brand exposure and return on investment.

Author: Clockwork Brown

Source: PR Home