New media marketing case

In recent years, with the continuous development of the new media industry, the new media marketing approach to enterprise development, product sales and brand image establishment and so on have played a very important role, but also has the advantages of traditional marketing methods do not have. So here is my new media marketing case related content, welcome to refer to.

New media marketing case a

Nowadays, microblogging, microblogging, and Renren have become the main battlefield of new media marketing. Especially later on WeChat, in the Tencent gradually enhance the degree of WeChat commercialization of the signal, has become a place of war, and therefore emerged many excellent example, the following list of 10 new media marketing cases.

1. Gadobao? said:? I'm sorry, I'm sorry, I'm sorry.

Although the lawsuit was lost, but on the microblogging platform, with a self-deprecating copy, with a picture of a toddler crying, in the new media public opinion is considered to be accounted for? Wanglaoji? The upper hand:

February 4, 14:18 Sorry, is that we are too stupid, it took 17 years to make China's herbal tea into the only brand that can be compared to Coca-Cola.?

February 4, 15:07 sorry, is that we are too selfish, six consecutive years of national sales leader, did not help the competition teammates to build factories, improve channels, rapid growth

February 4, 15:32 sorry, is that we are incompetent, selling herbal tea can be, the lawsuit can not.?

February 4, 15:56 I'm sorry, is that we come from grassroots, thoroughly private enterprise genes.

2. Chu orange inspirational, orange box custom

2012 Chu orange created a miracle of 200 tons of sales, Chu Shijian authorized e-commerce platform originally life network to 2013 Chu orange sales to the country.

In October this year, BenLife.com with a deep media background on the one hand, joined hands with Xinjing Daily Media to shoot ?80 tribute to the 80s? Series of topics, inviting Jiang Fangzhou, Zhao Ruirui and other post-80s celebrities have told their own inspirational stories to pay tribute to Chu Shijian; on the one hand, the launch of a personalized version of the Chu orange? Humorous greeting box? , gift tasting to social media V and various fields of celebrities, including Han Han, Lianliu Zi and other celebrities, such as Han Han only sent a Chu orange, box printed on the? In a complicated world, one is enough? (the slogan of Han Han's? One?APP's slogan), causing more than 3 million readings on microblogging and nearly 5,000 retweets and comments.

The above two communication threads were simultaneously cross-pollinated across all media, including traditional media, video portals, and social media, ? Chushijian? The inspirational story of the young audience caused word-of-mouth dissemination, while the Chu orange is also branded as inspirational, and ultimately in the consumer groups to complete? Inspirational story + orange? Bundled sales, not only to create another round of sales success, but also attracted Liu Chuanzhi and Pan Shiyi respectively launched? Liu Peach and Pan Shiyi to launch the "Liu Peach" and "Pan Apple" respectively. Pan Apple?

3. KFC: vote for fried chicken

December 30, 2013, KFC launched an innovative fried chicken products? Golden Crispy Chicken? , a product that is said to be a possible successor to? Sucking Finger Original Chicken? s challenger to shake its position as KFC's granddaddy. If you log on to kfcpk.qq.com to vote it could affect whether the two products stay or go.

They take advantage of the hit Korean drama, KFC on microblogging various local stations to start ? The fried chicken big PK?vote, combined with the official website, invited the star, set off the social masses across the country generally participate in the fervor.

The results of the PK were revealed in March 2014, and KFC made its final decision with reference to the results of the poll and consumer survey.

4. Lenovo cell phone: rummaging through the bags of the big V

Celebrities' private objects on display? Sounds like a mysterious and very pushy thing to do ......

Starting from a Wednesday in May 2013, the big Vs on Weibo have been rummaging through their bags and showing their belongings in the form of pictures with the hashtag #OpenPrivateBag,StunTheField#. From the private bag of each V, you can find a Lenovo K900 phone.

Over the course of three days, 50 microblogging Vs from all walks of life turned over their bags and took pictures to show everyone what they could find: there was a Lenovo cell phone in all of them. Last Thursday happened to be the day of the K900's official launch, and the theme of the event was ? The theme of the conference is also?

Lenovo's new cell phone pre-launch momentum, absolutely to meet the new media V's prying psychology, but also the success of Lenovo's new products on the market.

5. McDonald's made a poster to help you change your bag

McDonald's launched a campaign on Sina Weibo about ? Weibo topic discussion, for a long time gathered in the self-promoting? The social media has taken a long breath of fresh air. The social media has breathed a long sigh of relief, but also to the fatigue bombardment of throwing money on advertising? The dirt-cheap wind? The first time I saw this, it was a big blow to the social media.

Some professionals say that this kind of trolling tone of voice led by the entertainment approach to help the topic of marketing is undoubtedly the current social media in the case of overwhelming marketing in a small new wind.

The official WeChat (mbaobaovip) of Mbaobao Bao Bao launched? How about a new bag? an interactive game that captures the easily fluctuating moods of girls and provides a poster generator that invites users to generate their own posters, which they can share with friends and have a chance to win red packets. In terms of interactivity, motivation and fun are all exemplary of event marketing.

6. China Merchants Bank throws a drift bottle

China Merchants Bank launched a WeChat? love drift bottle activity? : WeChat users use ? The company's website has been updated with the latest information on the company's website. function to pick up the China Merchants Bank drift bottle, after replying to the China Merchants Bank will be through? The campaign is a small points, micro-charity platform to help autistic children. The company also provides assistance to autistic children through the "Small Points, Micro Charity" platform.

During this campaign, users who use the WeChat? After responding, China Merchants Bank will pass on the "small points, micro-charity" to the user. Small Points, Micro Charity? platform to help autistic children. This is a great way to get the most out of your time and money, and it's a great way to get the most out of your time and money.

7. Vipshop: WeChat flash sale

In mid to late March 2014, the cooperation between Vipshop and WeChat flash sale platform was officially released. Vipshop users can complete payment by scanning the QR code directly with their cell phones after placing an order at Vipshop, and Vipshop's public account and client also support WeChat payment, which means that users can realize ? flash payment?

With the just-opened micro-payment platform, Vipshop will launch the WeChat flash sale function, which will enable a significant increase in mobile sales.

8. Where to go: call center on WeChat

Where to go was once together with the media, based on WeChat to launch a call center type of WeChat customer service, to become the first domestic call center function to WeChat on the online brand. With the media also based on the WeChat platform, continue to help business owners to create a business service center in the hands of consumers.

Traditionally, the average consumer needs to interact and discuss with friends and family before deciding to purchase a travel product. By utilizing WeChat's strong relationship interactions and easy third-party login capabilities, GoWorld has developed the "One Sweep Sharing" feature, which allows consumers to share their experiences with their friends and family. The company has also developed a new product line of products that are designed to be shared with friends, family, and friends of the company. and? Coupon Cloud Card Pack

These are the first time I've seen a traveler's guide to the world of travel, and I'm sure it's a good one.

Where to go is the first OTA brand in China to move its call center to WeChat, and to offer the "One Sweep Share" service. One Sweep Sharing? and? The company also offers a variety of innovative services for purchasing travel products, such as "Sweep and Share" and "Coupon Cloud". and other innovative services for travel product purchases, accurate push, small scale, highly targeted, high ROI (return on investment).

9. limited red rice: can not be grabbed, anxious to kill you

Xiaomi example to be known for good marketing, red rice phone release channels and the previous millet 1S and millet 2S different, did not choose millet official microblogging, micro letter platform, but in the official certification QQ space release. In the red rice release warm-up two days, millet company through the tencent wide point of time system accurate positioning crowd, QQ certification space to gather popularity, social platforms to carry out guessing activities, warm-up page on the line on the day of the certified space fan growth of more than one million. Immediately after the reservation stage, the red rice phone integration of millet network resources and QQ space platform resources for accurate placement, half an hour reservation number of more than one million, the first day of 3.5 million, 13 days of the total number of reservations 7.45 million. August 12, the official launch day, millet using limited time hunger and thirst marketing strategy, combined with QQ reminder function for the reservation of the crowd to set up automatic reminder of the purchase for the final blowout laid the groundwork. The result is that 100,000 units of Redmi were snapped up within 90 seconds of the launch.

10. "Small Times," a new era for young people

I'm not going to praise or criticize the movie, but in terms of publicity, RenRen's? The Youth Memorial, combined with the creators' microblogging, and recruitment sites and other levels, aimed at 15-25 year old teenagers, really do the new media precision marketing.

Summary from the above 10 cases it is not difficult to see: WeChat in which a heavy proportion of the powerful function of WeChat also makes WeChat marketing can have a lot of fresh play, to the businessman to leave a great deal of space to play! The new media represented by WeChat is worthy of our comprehensive understanding and skillful mastery, because it is not only for the individual more for the role of enterprise marketing can not be underestimated.

New media marketing case part two

Wanda made a bold innovation? Bringing snow to the South.

It built a world's most advanced fourth-generation ski resort there, which can accommodate 3,000 people at the same time for skiing and snow recreation; there are also four snow routes with different slopes, which contain ski slopes, sledding routes, ice cave adventures, and children's skiing parks and other projects, using ? Real snow? The snow-making technology, completely simulate the natural snowfall process in nature.

Such a good thing, how to let everyone know it? The first is to make sure that you have a good idea of what you want to do with your life. The first thing you need to do is to get your hands on a new pair of shoes or boots.

These are the first time I've ever seen a movie that was made in the U.S.

In fact, they just did a scene advertisement, let Guangzhou landmarks floating on the snow-covered buildings, the day this information new media release, quickly detonated. In fact, it is easy to understand, because it captures the pain point of people in the city of Guangzhou? Born in the South, snow is difficult to see, now snow, want to know what?

Just to whet people's appetites and that's it? In the new media era, fans are forgetful, you have to continue to guide, strengthen their impression of a thing, they may remember you, will be interested in you. So, new media marketing can not be a shot in the dark, but to ride the wave and strike while the iron is hot.

So, taking advantage of the May Day holiday, they carefully packaged 2 internal employees to become ? Ice goddess? This kind of self-exposure planning, often able to impress your heart, you can not deny.

After so two rounds of bombardment, everyone on the ? Ice? curiosity is at an all-time high, and people want to know what Wanda is up to.

On May 1, the day of the event, the ?2015 Guangzhou Wanda City Ice Carnival? The official launch, the public can not resist the influx of snow and ice experience hall, minus 10 degrees Celsius cool completely lifted the summer heat, so that people a second to cross to the? winter?

Subsequently, they fully mobilized the local WeChat V to jointly create momentum and launched online ticket grabbing activities, distributing 1860 tickets for the Ice Festival through new media channels, which continued to bring fiery popularity to the case for 10 consecutive days.

The customer came, sales still worry? There is a set of data, half a year, Guangzhou Wanda City 5 openings record 1.83 billion sales, asked Guangzhou 2015 first half sales champion. All this is because they have seized the southern people? pain point rarely see snow, entertainment snow, and based on this pain point, do enough articles.

The second thing: Wuhan, conscious of the first time with the new media throughout the **** dance!

This is a brand new attempt, no newspaper ads, no soft copy, no outdoor, no DM? Relying only on new media? Yes, only by the new media, Wuhan Central Cultural District new SOHO?99?space? The project sold more than 600 units on the opening day. How did they do it? How do they do it? The first time I've seen this, I've seen it in the past.

Before answering this question, I would like to ask you, Internet thinking is so hot, you do not have a stupid heart? The hot new media in the end how powerful, you do not want to try?

The first thing Wuhan's central cultural district did was to create a huge suspense through the new media campaign? In the street of Han built 99?space box. What exactly is in this box?

With everyone's emotions running high, the box opened. Muscle men and office babes came out of the box? Well, let people's curiosity is satisfied, but also over the eyes, what is the purpose?

At this point, many of the local industry self media number together to attack, each angle interpretation of the event, to strengthen people's understanding of the event, the continuation of the people for this event and even the interest of this project. Note that all of the media used here are local media! To share a tip, if it is a local event, do not expect any famous national number to help you promote, must be based on the local, to find the most influential local trades and industries number, their penetration of the local population as well as the breakthrough of the circle beyond your imagination.

According to the usual thinking, the push is over, next time there is something to contact is, but Wuhan Central Cultural District project has done a surprising thing.

They invited these media to come over, around ? This theme, did a ? Hundreds of controversy, Han Street sword? The first time I saw this is when I was in the middle of a movie.

This is where they are smart ? Such exchanges can not only gain experience and practical guide, the important thing is that through the polemic, the self media for 99?space project has set off a new round of dissemination, so it can be said to kill two birds with one stone.

You think their planning is over? It's just a prelude! Taking advantage of the heat of the second round of dissemination, Wuhan Central Cultural District launched the ? China Creator Competition?

This free profit-making activity was so eye-catching that over 500 proposals were received in a short period of time! Among them, a business plan for hotel operations from entrepreneurial girl Zhang Jing aroused the interest of four well-known hotel management companies, who took the initiative to contact the 99 Degrees of Space program to request a lease, and this ? The tenant is in place, where is the landlord? Once the thing happened, immediately triggered a strong reaction from the market, still afraid of selling bad?

The third thing: the whole city of Wuxi carnival!

How can you do a good job of a high-pressure, unusual and usual activities? August 1, Wuxi Wanda City, the night of the opening of the event is worth a good study!

This activity from the pre-planning to the final presentation is divided into seven steps, including the theme, suspense marketing, large number of hype, send mysterious invitations and so on. Just to say that the theme of this step, they after research, set the theme is? Wanda City Wuxi Dream? Yoyo yoyo, dirt! However, this is the name of the dirt, but it has become the largest and hottest event in Wuxi in recent years.

And about the overall activity of this 7 steps in each step is not new, but why it made it a novel flavor? The point here is that it's not enough to be creative when doing new media marketing, it's important to make your ideas fit the scenario, be logical, and ring true.

What do other people do for planning?

In early July, in conjunction with the prolonged rainy weather, Wuxi Wanda City planned the topic of suspense? The first wave of online suspense was formed by the discovery of an unidentified flying object in the sky above Wuxi. Air Dreamer landed in the center of Wuxi, and the giant dreamer box designed as a gift box appeared in the center of Wuxi? Chongan Temple? , the box with mirrors and countless colorful light bulbs to create a dreamy and mysterious atmosphere, the middle of the box placed three-dimensional two-dimensional code Rubik's Cube.

Scan the QR code to enter ? Wanda City Wuxi Dream? Dreamer activity registration page, in the registration page to enter their names and cell phone numbers, say their dreams, as long as the amount of realization is less than 5,000 yuan, the highest number of votes in the top ten will be able to get the opportunity to realize their dreams. Even if they don't make it to the top ten, the top 1,000 vote-getters will receive a souvenir on the theme park's opening night. By the end of the voting on the day before August 1, 1,229 people participated in the activity, with 234,924 votes and 360,130 visits to the H5 page.

The atmosphere on the line was very enthusiastic, so they circled the local opinion leaders offline, making exclusive posters for them and triggering a spontaneous secondary dissemination of the self-published media people.

After these three steps, the quiet little town of Wuxi got restless?

As people are wondering, an article titled ? Wuxi world-class theme park, design drawings just out .....? The article quickly circulated in the circle of friends in Wuxi, this article fire to what extent? It is said that every 100 people in Wuxi have 3 read this article, so, Wanda City will build a world-class theme park in Wuxi news can be said to be known to everyone in Wuxi.

The sound has, the people attracted, this is only the first step in their planning activities, the good play in the end. On the day of the event, the site came to see a lot of Wanda? The first step is to make sure that you have a good idea of what you want to do with your life.

What is it that you want to do tonight?

But what people can't imagine is that there is no ribbon-cutting for the groundbreaking event, no various leadership speeches, and there is only one main character? Big screen.

A opening, the screen is full of old photos of Taihu Park, Wuxi's once red-hot old paradise in the Yangtze River Delta, which is undoubtedly the same precious memories of all Wuxi people ****. In the process of remembering Taihu Park from prosperity to decline, the citizens of Wuxi watching the big screen are also immersed in the emotions of regret and regret.

Immediately after, there was a warm VCR, the protagonists were all Wuxi citizens, they talked about their own lives, and their attitudes towards life, their views on the city, and their expectations of the city, ordinary but moving. Then, the big screen appeared the wonderful effect diagram of the outdoor theme park of Wanda City and the introduction of all the park projects.

The strong contrast made people look forward to this upcoming project, what will be the future of Wuxi? With the emotional padding in it, is buying still far away?

New media marketing case chapter three

New media platform marketing form is also a hundred ah! Like microblogging, WeChat, RenRen, is the main battlefield of new media marketing. In particular, the later WeChat, in the Tencent gradually enhance the WeChat commercialization degree of the signal, has become the soldiers must fight for the place, but also so many outstanding models emerged.

Next, the golden spider education I spider counted a number of classic new media marketing cases, talk about the new media marketing strategy.

1. The new media marketing strategy is to make sure that you have a good understanding of the new media marketing strategy. said: "I'm sorry, I'm sorry, I'm sorry. I'm sorry?

Although lost the lawsuit, but on the microblogging platform, with self-deprecating copy, with a picture of a toddler crying, in the new media public opinion is considered to account for the ? Wanglaoji? The upper hand.

2, Chu orange inspirational, orange box customization

Chu Shijian cooperation with this life network, on the one hand, invited the 80s celebrities in the traditional media? Tribute to the 80s? , on the one hand, launched a personalized custom version of Chu orange? Humor greeting box? on the one hand, launched a personalized and customized version of Chu Orange Humorous Greeting Box, which was given to social media V and people in various fields. Flat media and new media to form a cross-pollination, creating sales success.

3, McBags do poster, help you change a bag

McBags official WeChat (mbaobaovip) launched? The game is an interactive game that captures the mood swings of girls. Interactive game, to seize the girl's easily fluctuating mood characteristics, provide poster generator, please users to generate their own poster, and can be shared with friends, and have the opportunity to win red packets. In terms of interactivity, motivation and fun are all exemplary of event marketing.

4, limited red rice: can not be grabbed, anxious to kill you

Over the past year or so, millet's most sought-after products, when the red rice is undoubtedly. Redmi initially released, chose the official certification of the QQ space, before the release of the precise positioning of the crowd, gather popularity, social platforms and carry out superb activities. Half an hour to book the number of people over a million. Since then Xiaomi has been using a limited number of time-limited hunger and thirst marketing strategy, a time, red rice hot, to the present has not been eliminated.

5, China Merchants Bank threw a drift bottle

Using WeChat? Drift bottle? Users, every pick up ten times, it is possible to pick up a China Merchants Bank drift bottle, after replying to the China Merchants Bank will be through the? The company's website has been updated with the latest information about the company's website, including its website and its website. platform to provide help for autistic children. It's a great way to get the most out of your life, and it's a great way to get the most out of your life.

6, "Small Times", belonging to the young people of the new era

Not to praise and criticize the good and bad of this movie, in terms of publicity, RenRen's? Youth Memorial, combined with the creators of the microblogging, and recruitment sites and other levels, aimed at 15-25-year-old teenagers, really do the new media precision marketing.

Through these cases we are not difficult to analyze the new media marketing has played a great publicity, so we do marketing in 2017 we have to focus on new media marketing publicity to increase brand publicity.