The modern version of Melatonin, what’s the magic behind Tanwan Blue Moon’s advertising?

Tanwan Blue Moon is definitely a typical phenomenal communication case in 2017. It became an instant hit on social networks with its magically embarrassing advertisements, just like the Melatonin advertisement 20 years ago! It can also be seen from the demand map of Baidu Index that the successful dissemination of Tanwan Blue Moon is inseparable from its advertising content.

The layman watches the excitement while the expert watches the details. After the complaints, let us briefly analyze Tanwan Blue Moon from the perspective of advertising and communication.

Come on, let’s take a look at Tanwan Blue Moon’s classic magical copywriting :

1. One sword will get you to the maximum level and you will become a rich man in three seconds. If you feel bored and lonely, where to go for fun? Just search on Tanwan!
2. 0 yuan VIP , max level in 3 days, 999 damage per second, full equipment explosion 666, no matter how good the advertising is, it is better to enter the server and take a walk.
3. I am Nick Cheung. I have acted in many dramas, but when it comes to games , I only like Blue Moon. As long as you have played Legend, I am your brother. Brothers who know how to play, come together.
4. Louis Koo is green, Louis Koo is green, with constant surprises and a monthly income of tens of thousands. Levels can be withdrawn and equipment can be exchanged for some money.
5. Equipment is recycled twice, cash is withdrawn in one second, props are sold directly, and you can earn hundreds of dollars a day. Playing games can help you regain the playful self you were when you were young.
6. Just click, play for a year, and don’t spend a penny on equipment. Just play it for three minutes and you will fall in love with this game like I did.
7. It doesn't matter whether you spend money or not, just come in and take a look and you will know. You start with a machete, play around and become a rich man, you can get magical equipment at will, and you can recycle it at will.
8. It's a free green game that only takes 30 seconds to play and you won't forget how fun it is.
9. How much does Louis Koo make in one night? Come to Tanwan Blue Moon to have a look! Make money from equipment drops and become the richest man. Withdraw cash in one second with no limit. Hang up the machine all night and don't go to work in April.
10. Idle for a day or two, earn back three to five thousand, exchange time for money, and then play for a whole year.
11. Start with a knife, become rich in three seconds, go out with only a bottle of medicine, and rely on accidents to equip weapons.

Why is Tanwan Blue Moon’s advertisement so magical?

First, the Hong Kong accent stalk

The most talked-about point of Greedy Blue Moon is the accents of Nick Cheung and Louis Koo. They use "Hong Kong Mandarin" to speak a weird slogan, which is hilarious in itself.

In addition, this kind of funny video about accent is extremely easy to cause secondary dissemination, triggering big Vs on large video platforms to imitate and spread it, thereby expanding its influence. Nowadays, there are a large number of secondary creations about accent imitation in live broadcast hosts, ghost videos, and imitation show videos.

This dissemination path is very similar to the "Lanshou Xianggu" that was very popular a few years ago, and it became popular because it triggered collective imitation by many big Vs.

The path of the video going viral:

The original video content exploded - the big V imitated the secondary creation - the emoticons , cartoons, jokes expanded the influence - the self-media articles interpreted and commented - the serious media comments were exposed - the public knew

Secondly, the selling point is straightforward to promote conversion

Since web game ads are generally delivered in the form of web banners and video patches, one click will lead you to the game page, and the conversion path is relatively short, so web game ads are almost all performance-based ads.

The biggest difference between performance advertising and brand advertising is that performance advertising directly states the value of the product, without talking about or talking less about topics such as brand image, concept, and emotion. Therefore, when setting up the copy, we mainly focus on the user's product pain points: slow upgrades, low drop rate of good equipment, and costly games, etc.

At the same time, the copywriting uses the "Legend" game, which is familiar to the target users , as an anchor symbol, which greatly reduces the user's understanding cost of the product, and further promotes conversion in the name of "brothers".

Again, the words are exaggerated and colloquial.

If you look carefully at the advertising copy of Tanwan Blue Moon, you will find that its product selling points are simple and crude, and the copy is very colloquial. For example, they use some colloquial words like “explode,” “do,” “earn,” and “drive,” which are rare in many advertisements that focus on brand image.

Hua & Hua once said a point of view: the so-called advertising slogan is to design a colloquial language as a product recommendation and let it spread among users. For example, when you recommend Red Bull to your friends, you might say "Drink Red Bull when you are tired and sleepy" instead of "Your energy is beyond your imagination". In terms of the value of the product itself, the former is a better slogan.

Since Tanwan Blue Moon's target audience is mainly middle-aged men in second-tier and lower cities, the advertising slogan uses the spoken language that the target audience practices on a daily basis, which can be said to be very accurate.

In addition, the words used in the advertisement are very exaggerated, with slogans such as "Louis Koo is cheating" and "How much money does Louis Koo make in one night", which can quickly catch the audience's attention and become a point of excitement for communication. There are also many people talking about and complaining about it online, which is consistent with the idea of ​​Heng Yuan Xiang's Twelve Zodiac advertisement many years ago. When an event becomes a topic of conversation, it can spread quickly among social relationships.

Finally, rhyme communication

On the one hand, rhyme can make advertising slogans catchy and easier to spread. On the other hand, it can promote the compression of information within limited words and sentences and expand the association of information. In other words, rhyming sentences can express richer content with shorter words.

Just like when we were students and we memorized a lot of formulas and theorems, our teachers would make up some rhyming commands to help us memorize. The ancient European bards relied on word rhyme when reciting long epic poems with thousands of lines.

When we memorize the first half of a rhyming sentence, we will unconsciously associate it with the second half. Therefore, by setting rhyming words, the brand value that the brand wants to convey can be enriched.

In fact, with a little comparison, it is not difficult to find that the advertising format of Tanwan Blue Moon is the modern version of Melatonin. They also have large-scale advertising campaigns with catchy and memorable slogans that directly state the product's selling points and have magical elements (accents, dance). From a social and cultural perspective, the explosive spread of Tanwan Blue Moon is also a landmark case of "awkward culture" in recent years, and 2017 is the year when "awkward culture" entered the mainstream vision on a large scale.

Stop laughing at Tanwan Blue Moon. According to the official website, the monthly turnover of Tanwan Game platform has exceeded 200 million! While you are laughing at him, he has reached the peak of his life.

The author of this article @郑卓然 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games