5 Creative Marketing to connect users

Corporate brands are praying for a lot of fans to focus on, try to do content, engage in a variety of activities, but the effect does not anticipate good, in today's fierce brand competition in the era, people are more and more forgetful, your marketing activities do not have a special idea, but lively, may be the user after the end of the instant forgotten. How to enable users to participate in the marketing activities of the brand, and in the future can be impressive in retrospect? We all know that marketing activities to be unconventional, but how can we do this effect?

Let's look at a German chocolate brand Milka launched an offline activity, in a square to place a similar vending machine Milka chocolate machine and a purple cow statue, to obtain chocolate, users do not need to coin, only need people holding hands and hold the chocolate vending machine and purple cattle http:// Www.aliyun.com/zixun/aggregation/17167.html "> button can get a different amount of chocolate, of course, by the user successfully acquired once, the distance between the vending machine and the purple cattle will be larger, which requires more people to hand, To get chocolate. Different identities of strangers because of the goal of getting chocolate together, and must stand hand in hands, so that the original stranger to have a connection between the passing, there is laughter. Is it very friendly and harmonious?

Remember another classic example of our Milka in the last few days:

Do you remember Milka waiting for a chocolate? (I still don't understand why she's called "Wait"), in order to make her slogan "Dare to be tender", not just the Da Jun bubble, but a really can help consumers realize the feeling, in France to run a "last Square" activity, produced 10 million pieces, A seemingly flawed chocolate.

Milka Block Chocolate, the normal version is a large chunk cut into 20 small pieces, when you need to eat a piece of ground to break apart, this version is the same price, but only give you 19 small pieces!? The missing piece is not a flaw in production, nor is it eaten, but the key to the physical experience of completing this "last piece of chocolate, which is left to the person you care most". (case details click)

I've always had the idea that a corporate brand is not just about connecting fans to each other, but also creating conditions that allow users to connect with each other, to make them connect because of you, because users are eager to be identified and eager to find a group that has a fit of interest. From this point of view, we can see a lot of successful cases, have fully used this insight.

Case one: Danish famous chocolate brand Anthon Berg

Brand：
Danish famous chocolate brand Anthon Berg

Policy：
Promise a charity to get chocolate.

Denmark's famous chocolate brand Anthon Berg opened a one-day temporary shop in Copenhagen under the advice of their agency, Robert/boisen & like-minded. It's different from the current popularity of sending a tweet, and their strategy is to promise a charity to get chocolate.

The people who come to this shop to buy chocolate don't need money, and chocolate stores write up to 30 kinds of acts of kindness in different chocolate wrappers. Customers need to follow the notes on the goods, such as "do not comment on your girlfriend's driving skill for a week", "Prepare breakfast for Your Lover", "Help your friends clean the room", and make a commitment to the brand's Facebook public homepage. Unlike traditional checkout methods, customers use the temporary store's ipad to perform commitments on the brand's Facebook public homepage So their behavior can be tracked.

Watching the relevant video, the day at the door of the chocolate store queue can be described with a sea of people, some even queued for 1.5 hours.

This campaign and promote the brand, and let everyone more love, will line up under the better integration together. After reading this article and related video, the chocolate brand's goodwill has been greatly improved, in the consideration of the next encounter can buy some food.

case two: Coca-Cola: "Hug Me (Hug me)"

On the streets of new Hug in the April, people were surprised to find a regular Coca-Cola vending machine with a large font of the "Me (hug Me)" words. Just give it a hug, and this human-friendly Coca-Cola vending machine will give you a free pot of coke. Coca-Cola's "Coca-Cola hug Vending Machine", as part of a "Happy Open" campaign, aims to bring happiness to people and their lives wherever they are.

Coca-Cola in 2010 also launched a similar, a 3.5-meter-high vending machine, to buy a cola need friends to help, the United States its name Yue Coca Cola Friendship machine.--let users connect together.

case three: Heinz sent chicken soup to a friend who had a cold

In the season of Pandemic influenza, Heinz (Heinz) teamed up with our Are Social Professional Research Institute to launch a marketing campaign that was enough to impress tears and cattle. As long as Facebook becomes a fan of its brand and sends it to a sick friend, you get the chance to buy Heinz's signature ketchup or chicken soup for 3 dollars. Of course, they will be sent in your name to a friend who is troubled by the cold.

Such cases abound, in which the brand is not the protagonist, the brand is just a party initiator, for users to create a communication and connection reasons. As a few of the above cases, although I did not personally involved, but often see such cases, I like the scene, this is what I want to say, a good activity, will not be limited by the geographical space and time, he will be in a large range of resonance, of course, such cases of packaging video is very important.

Next similar case, I want to see is your brand