What does Alipay koi fish mean? Alipay koi fish reward content list [multiple photos]

"Keep a small letter in koi fish" is a hot topic recently. Many netizens can be said to be envious, and the winner's "trust is small" is also very unexpected. Below, I love cheats to introduce the reward content of Alipay koi fish.

What is Alipay koi fish?

Alipay official Weibo said on September 29th that he would paint koi fish in China. Friends who travel abroad, as long as they use Alipay to pay overseas, are likely to be exempt from payment, which is the legendary koi fish.

Alipay koi fish reward content list

Just yesterday, China koi fish was born.

Alipay prepared a long list of gifts, all of which were given to this China koi fish.

This long global gift package

Give it all to one person!

Just one person!

Can stand out among 3 million people.

This is simply a chosen son! ! !

Extended reading:

Behind Alipay's marketing in koi fish, there are four well-planned inside stories!

Faithful and stupid:

"Do I have to work for the rest of my life?"

Alipay:

"I must work all my life"

Seeing this scene on the train back from the small holiday, I was very unbalanced!

I don't want to dwell on what happened. In short, during the National Day, Alipay teamed up with more than 200 global partners to hold a crazy lottery.

The activity is very simple, that is, let everyone forward Weibo's painting, and one person (koi fish, China) can get a free gift package, and the whole gift list can't be pulled to the end. I won't post it for fear of causing discomfort. )

Alipay's marketing activities can be said to be a great success. It is said that this may be one of the most powerful and enthusiastic marketing activities in Weibo's history:

Six hours after the event was launched, Weibo forwarding has exceeded one million, becoming the fastest forwarding enterprise in the history of Weibo, Weibo;

In the end, this Weibo gained more than 4 million comments and 200 million exposures.

What is even more frightening is that after the results were announced, the topics related to "koi fish Activities" have been occupying the hot search list in Weibo.

Weibo fans worn by winning users soared to 765.438 million overnight.

This holiday, Alipay redefined social marketing, and a Weibo set four records:

① The fastest forwarding volume in the history of enterprise marketing has reached one million.

② Up to now, the total forwarding volume of corporate communication cases is the highest.

③ The topic of enterprise marketing occupies the hottest search list in Weibo.

(4) The amount of powder given to individuals within 24 hours of enterprise marketing is the largest.

Seeing this, you will definitely feel that Alipay has money, and the effect of such activities is also expected. Isn't it all money? !

However, the fact is not so simple. After talking to an insider, I found that the routine behind this activity was beyond my cognition.

Next, let's take a look at the marketing of Alipay koi fish in The Secret Behind.

Where is the source of koi fish marketing?

Many friends didn't know about this activity until the results of the lucky draw came out, and felt that the gameplay was simply too innovative. But in fact, this is not an innovative activity of Alipay, even Ali himself has played it, but this time the fire spread outside Weibo.

Last year, at the time of 520 confession, Haier Guan Wei found another way, instead of giving products "love", she also sent "love" with 100 Guan Wei.

Originally, I only planned to send a private letter to express my confession. As a result, I didn't expect that this Weibo was forwarded over 10,000 in half an hour, and the heat far exceeded expectations.

I wonder which company took the lead. In addition to attention and confession, I also sent my own products. Blue V Weibo usually pays attention to more comments and less comments. This popularity is good and the cost is not high, so everyone is rushing to forward comments and give gifts.

Weibo China Haier's 520 Activities

The final gift list is a long list, except Haier's products, other brands have everything from food and drink to use and play. In the end, Weibo commented on 58,000 lottery tickets and forwarded 2 1.8 million, which can be said to be very popular.

If the forwarding of Haier in koi fish is a sudden hot spot, and the winning gift is more interesting than Gaoda, then Tmall's "Selected Son" activity planned for 6 18 this year is obviously well prepared.

In this activity, Tmall joined 6 18 brands at the beginning and prepared 6 18 gifts for the "chosen son".

Tmall 6 18 son selection activity

Moreover, this event not only created momentum for 6 18 in terms of the number of gifts, but also most of the gifts were presented by brand merchants who participated in Tmall 6 18 activities. In fact, this lottery is also used to promote your own shop.

The last Weibo comment was over 300,000, and it was forwarded to 484,000, which was more than twice that of Haier before, and it was another successful marketing.

For the third time, this game is obviously familiar, and the effect can be seen from the number of hot search lists, forwarding numbers, exposure and new fans of "koi fish Ben Carp".

According to insiders, the similarity of these three activities is not based on coincidence. In fact, these activities are all planned by the same people. The routine behind it will reveal the secret to you.

Koi fish Marketing The Secret Behind

Many articles say that Alipay's marketing is a cold start without preheating, and some articles also say that Alipay has no intention of planting willows. If you believe these words, you must have been completely cheated.

Alipay has created a superficial appearance for everyone, but secretly planned for this marketing for a long time.

1) Enterprise Blue V secretly helps out.

You should know that there is a thing called "Enterprise Blue V" in Weibo, which is used to authenticate institutions and distinguish the official authority of enterprises. Once there is a hot event, there is always the shadow of these "blue V" forwarding.

During Alipay's marketing in koi fish this time, many "blue V's" came out "collectively" at the first time, and the forwarding queue was very neat, using the same language and expression as the Buddha.

Just are these "blue V" hotspots more sensitive to smell? In fact, Alipay secretly joined hands with Enterprise Blue V to do things together.

The picture above shows the chat record of Weibo Blue V Group during its marketing of Alipay in koi fish.

Host @ invites you to inform everyone that the official made a PR poster for this marketing in koi fish, and posted vermicelli for exposure. In other words, the official will focus on exposing this Weibo, so that the release of this Weibo Blue V can get an opportunity to appear in front of more users.

Soon, these blue V's forwarded or commented on the PR draft released by @ Enterprise Weibo's assistant (forwarded over one million in 6 hours).

According to internal reports, these blue V's have an organization called "Blue V Alliance", which actually originated from non-governmental organizations. Under the pressure of KPI, some enterprises' new media editorials went to some groups that gathered new media editorials.

Once the post is posted, others in the group will be invited to forward, comment and praise each other, and insiders also call "posting" "starting".

This folk blue V alliance has developed for a year or two, and even developed a small program of enterprise blue V cooperation-Blue Micro Assistant, which is convenient for enterprises to release linkage and momentum information.

Small program blue micro-assistant interface

Sina Weibo officially saw the momentum of the Blue V Alliance, so Weibo, the assistant of the enterprise, began to officially operate the enterprise Blue V, leading the official hype of some topics and increasing the exposure. Alipay's marketing this time is a government-led blue V hype.

Of course, I have to add here. In fact, Alipay is already familiar with United Blue V. As early as August this year, 10, Alipay and Blue V created a # Late Night Warm Heart Action #, with a topic reading volume of 1. 1 100 million and a discussion volume of 52,000.

2) Weibo's theme exposure motivation.

Even if we put aside the cooperative resources like Enterprise Blue V, we can find many clues from the marketing activities in koi fish alone. In the three-minute luxury gift list, most of the gifts come from overseas markets.

Can't Alipay find enough domestic sponsors? Obviously, this is Alipay's intention. We looked through Weibo of Alipay 20 18 and found that this marketing activity can be traced back to August at the earliest.

Alipay's operation in Weibo follows certain content themes. Far from saying, in June and July this year, the theme of Alipay's operation in Weibo was green life.

In July, Alipay published 53 articles in Weibo. Around the theme of environmental protection, Weibo's medium and high frequency message is to brush Alipay and take the bus.

Even when other media release Weibo, which is similar to # Earth's love story #, Alipay can also lead the topic to brush Alipay to take the bus.

In August, Alipay released 56 Weibo articles, with the theme of continuing to undertake environmental protection in July. Besides taking public transportation, Alipay also focused on promoting ANT FOREST.

However, it is worth noting that an overseas wind also quietly blew in August.

On August 9th, Alipay published a Weibo with 50 business Chinese sentences, and regarded it as a "blue book", which caused quite a stir on the Internet.

On August 13, Alipay made a small survey on Weibo: How much cash will you bring when you go abroad to play now?

It is not difficult to see that Alipay has moved the theme of Weibo and started to educate overseas markets.

In September, Alipay began to focus on promoting the information that Alipay can use abroad. For example, in Weibo on September 2 1 day, Alipay told users in a high-profile way that Alipay can also be used in Iceland.

On September 25th, in Weibo, Alipay also provided users with "Eleven Outlets for Alipay to Save Money", including airports, business districts, Chinatown and outlets in 40 destinations.

On September 26th, Alipay launched the "Alipay Global Week" activity. In this long picture of Weibo, there was a big message of "free of charge" and a koi fish pattern.

In the Weibo on September 27th, Alipay once again mentioned "50 business Chinese sentences", which means it doesn't matter if you can't speak other countries' languages. We are educating businessmen to use Chinese, so you can buy it at buy buy in the future.

Throughout September, Alipay's tweets about overseas markets were the second highest, far exceeding the publicity on the theme of environmental protection in July and August. It can be seen that it is sparing no effort to promote overseas markets and is ready to move for the eleventh outbound tour. Koi fish's marketing is only the detonation of Alipay's overseas social marketing. Seizing the National Day to make things bigger.

3) koi fish's complex.

Before Alipay was marketed in koi fish, the most famous koi fish carp on the Internet was YCY. Driven by YCY's large traffic, koi fish has been well known by netizens, and Alipay has gained popularity.

But in fact, before YCY, China netizens had a deep-rooted koi fish complex.

China netizens closely associate koi fish with the words "transshipment" and "good luck", forming a fixed thinking that forwarding koi fish can get good luck.

Even the "koi fish" without any welfare rewards on weekdays, netizens are happy to forward it, convinced that koi fish can bring good luck. What's more, Alipay's marketing this time can name the winner "China koi fish", and there are generous gifts behind it.

4) Series brand activity reserve

At this time, many people are concerned about this lucky girl, Xin, and envy her that she will not work next.

In fact, of course, she needs to work, and she can only work according to Alipay's wishes, becoming the spokesperson for the brand activities of "China koi fish" and providing teaching materials for Alipay to educate overseas markets.

After winning the lottery, Weibo's fans increased dramatically, and he changed from an uncertified ordinary person to a V-certified spokesperson. The most eye-catching thing is that her authentication identity is "20 18 Alipay China koi fish".

Why did you add "20 18"? It means that there will be "China koi fish" such as 20 19 and 2020 in the future, just like Alipay's Five Blessingg event, which will become a series of brand activities and meet you as scheduled every year.

abstract

This activity of Alipay has ended, and it has become the biggest winner of this marketing.

We can't help you solve the regret of not becoming "China koi fish", but we can also learn something from this marketing to make up for some shortcomings.

1) AliPay's marketing in koi fish was not started by one person. In fact, it cooperated with Weibo Blue V behind it, and Weibo officials increased their exposure.

2) Before detonating an activity, you can make a series of marketing preparations, and do theme marketing in the early stage, just like Alipay.

3) This success is inseparable from "koi fish". Behind it is people's yearning for luck and good luck, and this human need will not be outdated and changed.

4) Summarize and reuse more successful brand activities, just as Alipay will emulate the advantages of brand activities such as Five Blessingg in koi fish marketing.