The introduction of mobile marketing treasure!

Editor's note: Some people talk about marketing, like the cows flying in the sky, refused to come down to contact the air. Some people talk about marketing, but it is a real punch in the heart, a hit that. Today, Tencent game of fat cows summed up the mobile marketing four big strokes, combined with a lot of red over the time of the marketing case, really to the students to bring a very wonderful marketing class. No code designer is not good marketing, to anger praise it!

Confucius and Jesus have said: Mobile Internet is the real internet! With the continuous influx of mobile internet, the social fields have undergone great changes, especially advertising marketing. From the earlier TV advertising marketing to PC Internet marketing to mobile internet marketing, the change of media channel affects every marketing person's eyes.

Design as part of marketing is also constantly embracing change. I think the bright spot of advertising marketing is whether the creativity is interesting, and to complete a good idea requires wit. Nowadays, the development of new media channel is more advantageous to the creative play, makes the imagination space bigger, the method is more diverse. People can integrate the use of a variety of media for creative implementation, the use of a variety of channels will not be able to polish the spark of creativity. Let's take a look at some of the more popular mobile marketing cases, perhaps to inspire your sleepy imagination.

　　One, simple Operation class

Operation of the marketing program that is relatively simple around the mobile device operating methods, and PC simple mouse keyboard different ways (television and road signs are not to mention), mobile devices have "shake, touch, stroke, sweep" and other forms for the pro choice. Now let's see how the big players in the advertising industry are using their moves to earn eyeballs.

　　Fedex FedEx ipad Small creative advertising → http://www.56.com/u14/v_MTEzOTcxMzU1.html

FedEx wants to give people the idea of delivering fast. Around this idea, with the ipad and other tablets of the slide screen function, through the quick switch of the background map vivid interpretation. As pictured, the parcel was just in Hawaii, the finger swept into New York, is it soon? The so-called Fingertips Express home. This type of creativity is simple and interesting, and many businesses are happy to use it, such as the following case.

　　Volvo collision-avoidance mobile creative advertising → http://www.56.com/u65/v_MTEwMjkwNjMw.html

Volvo is known for its safety, and the newly launched Anti-collision system is a security technology that uses High-tech reconnaissance to help drivers drive safely. The ad was born for the system. Any time the user clicks on the ipad screen, the car stops at the touch position. The idea is simple, similar to the advertising package Express, both in a lively and interesting way to interpret the brand appeal, impressive. Sometimes, it is such a little interesting interactive form can change the rigid way of conveying the plane ads, the finishing touch!

All of the above two cases belong to the simple operation of advertising marketing, not involved in the scene, multi-screen interaction and other complex operational logic. But still can create stunning effect, seize the user's heart, let the user participate in it. Actually say so much, still want to emphasize, when you are doing marketing, the operation does not need how trendy, technology not how advanced, but idea must be lively and interesting, fitting brand concept. A good idea may take a person's attention simply by taking a simple step.

　　Second, Scene Interactive class

Mobile internet compared to the advantage of PC Internet is to liberate the user's scene restrictions, you can in the cinema, in the library, hotels, roads at any time browsing information, only you have a smart terminal. Liberating the scene means expanding the boundaries of marketing and increasing the likelihood of marketing channel integration. Needless to say, let's take a look at the following two cases how to use scene interaction to please the user.

　　McDonald's-save ice cream interactive creative advertising → http://www.56.com/u98/v_MTE1ODc3MDc5.html

The sweet barrel is not afraid, I hold the fan for you! The weather is so hot, in order to protect the cone June not to be eliminated by the summer, Malancia McDonald's has launched an interesting solution to the summer activities. Choose an open scene--a crowded downtown crossroads, looking for a huge multimedia billboard. Here, as long as the user operates the phone, fast sliding screen can be linked to the fan on the billboard, for the Sweet tube June solution (say fan blowing wind seems to accelerate ice cream melting) Although the physical principle is completely wrong, but still can attract a large number of users to participate, because the participants can get a free cone. However, despite this petty, the small mobile phone control of the big screen feat can also attract a lot of people to play together. interesting!

　　KFC Folding activities → http://v.youku.com/v_show/id_XNzE3Njc5NDAw.html

With a mobile phone, people spend more and more time playing mobile phones, and the distance between people is getting bigger. To solve this problem, KFC in the spirit of human love to design a "limit the machine" interesting activities. The specific mode of operation is to activate the two-dimensional code by one step mobile phone, another mobile phone scan the two-dimensional code, and placed on it, and so on, and so on, constantly folding mobile phones, the top of the mobile phone can choose to activate timing time. Mobile phone stack together, with the final timing of time, midway mobile phone was encountered, the game will end. The longer you stick to it, the more concessions KFC offers.

Scene interaction class activities more suitable for O2O mode, more for mobile terminals and offline entity store interaction. Different scenes have different characteristics, it is interesting and vivid to unfold the corresponding activities around the concrete scenes. Human beings live in the environment, adapt to the changes in the environment, local conditions of the design of marketing activities to achieve satisfactory results. The top two cases give us a good head!

　　Third, the technical category

Some technology innovations can make life a lot of small surprises, such as the latest two-dimensional code and NFC card, and some businessmen use these two technologies to make the brand marketing.

　　McDonald's-happy round table fun activities → http://v.youku.com/v_show/id_XNTgwMTkxNjIw.html

Caring for children has always been a McDonald's KFC is happy to do things, this time, they also moved in the mobile phone game, with the help of NFC technology, at McDonald's table set up contact card, table gorgeous change as a mini runway, children can use mobile phone corresponding to the runway play the game.

　　GAP in-store high-five activities → http://v.youku.com/v_show/id_XNTgwMTkxNjIw.html

Gap launched a "high-touch" event, which is roughly the same, when consumers enter the store, they get a bracelet that is embedded in NFC technology, and look around the shop to pick up the most fashionable shop assistants and give them a high five to make the bracelet and the staff's smartphone contact. Then there will be a cheer in the phone, your vote will be recorded, and the shop assistant will be randomly updated on your Facebook account. You can get green bags and discount coupons for this event.

The above two examples are only NFC very simple applications. I'm sure there are more and more interesting activities going on, but I haven't noticed yet. NFC is just one of the mobile-end technology trends, and there are many other technologies that need to be developed and applied. In any case, in the field of the Internet, technology has always been a very important driving force, technological innovation will have a huge impact, and then how to use the technology for the brand service is the marketing staff need to think about the problem.

　　Iv. Product Interaction Class

The interaction of the scene may be more suitable for O2O, but how does the merchant who sells the entity goods combine the mobile media to launch the marketing? It is not difficult to think that we can make a fuss over our products. Do not need to rent a high billboard, do not need to build a beautiful store, just print a small two-dimensional code on the product packaging can achieve product and terminal communication. This is just a way for tens of millions of products to match millions of marketing models. Here's a look at Coca-Cola's attempts at this.

　　Coca-Cola lyrics bottle activity → http://happy.icoke.cn/

Following the successful 2013 nickname bottle, Coca-Cola's 2014 launch of a full-salary marketing plan, "lyric Bottle" "Lyrics bottle" of the specific play: The Coca-Cola bottle packaging printed the most popular lyrics, people by scanning the bottle of two-dimensional code, watching small pieces of music animation, and can be shared in social media. Singing is a more expressive way of expressing emotions than a plain prophecy, just imagine, seeing the lyrics of the familiar, who will not be able to control the light hum out. Xiaosong said that music is the most capable of carrying memory in all forms of art. "Lyrics bottle" seems simple, but the red package on each line of lyrics is a feeling of self. It should be more vivid before people share their feelings with acquaintances. Isobar China's chief creative officer Du Tiantie added: "The lyrics printed on Coca-Cola bottles and cans, is our product creation for self-expression." Through this activity, Chinese young people can express their feelings by sharing the bottle of Coca-Cola lyrics and the lyrics of the song's core. Through this idea, musical emoticons can be shared and disseminated in social media. Sometimes music is easier to express emotions than words.

　　Uniqlo utme Graffiti T-shirt personality application → http://v.youku.com/v_show/id_XNzE1MDA3OTY4.html

shake! shake! you only need to shake, the pattern is complete! Uniqlo launched an interactive marketing program is always a bright, this time is no exception. This time, Uniqlo lets you design your own t-shirts and offers three ways to take photos, edit fonts, and paint yourself (the stroke effect is fixed). Three ways can be combined, design process through the "shake" can get such as cutting, mixing and other group effects. After the design is uploaded to the site, you can buy. The idea of DIY design is not new, but the way to do it through mobile media is relatively rare. More importantly, the Utme design method is applicable to the general public, not only professionals, even if the phone is closed with eyes, the final pattern effect is not bad. This greatly reduces the threshold of DIY, so that more users participate, even if not buy T-shirts, but also a performance of personality opportunities, people are happy. Have to say that It's amazing!

The charm of music is to pull the strings in your heart, DIY gives you a chance to express yourself. These two concepts have been played by many businesses, but the way to play different, to achieve the effect is also widely divergent. Operation to be simple to accommodate more audiences, form to be interesting to take people's attention, of course, visual design must also give force! Around the product come up with a fun terrier, with an interesting way of operation, sounds very simple. But the direction of the idea of how to fit with the brand concept is not simple, this is not a creative storm, but the goal of targeted precision hit. The above two cases are cool, there are wood? And they are not only cool and tightly around the product launch, and enrich the brand connotation, overstating the brand of tone. Praise A

　　Summarize

Pro, read so many cases, I wonder if you have some ideas? or have you dissertation to build a new marketing plan? With the development of the Internet, the way of marketing has undergone great changes, how to embrace change, how to learn to digest new marketing methods is that we need to always pay close attention to. However, the marketing approach is changing, but the core remains unchanged, we can not always be conservative, and can not be controlled by new media technology, in order to new and new is not desirable. Thinking, perhaps in the original advertising program based on the addition of small changes can produce unexpected results, the key is to have a clear idea, proper ideas and interesting ideas. Look carefully at every detail of life and find the space to combine it with mobile media. Mobile marketing imagination Space is very big, depends on whether you have the heart.