A cash machine to play games, experience marketing can do so

In mid-May, the core business district of Beijing, Shanghai, Guangzhou, Shenyang, Xi ' An, Chengdu, Wuhan and other mainstream cities appeared the Red ATM machine with Jingdong logo: Hot red, Unknown Jing Dong logo, these simple but unusual elements mixed in ATM machine, The instant attracted to the urban white-collar as the core of the crowd of widespread concern, participation and social sharing, people have speculated: in the field of electrical business big, large impact of the Beijing East will be the Internet online finance this fire to the offline, into the offline finance?

However, familiar with the Beijing-East marketing style of consumers and marketing industry insiders vaguely feel the Beijing East ATM's meaning: Lenovo to last year's exaggerated funny "only fast not broken" double 11 creative spread, to this year, "Butterfly Day" shouting "the city men should be careful" sensational ads, and then to the end of the 51 rtvu to promote "men do not fear" Propaganda, wave after wave of the big creative wave, together with the classic marketing case, Herald this time Jingdong ATM machine, may be jingdong once again marketing generous.

May 17, the answer to the mystery, confirmed a small number of people about Jingdong ATM Marketing Creative Speculation: This is the Beijing East 618 store celebration of integrated Marketing Wave Overture: Jingdong ATM Although not huff and puff currency, but it is a more fun and can gain practical benefits of interactive game consoles, players touch the screen to add goods to the cart, In 60 seconds the selected commodity price together enough 618 yuan will be able to get the highest value of 618 Yuan Jingdong shopping card.

Recently, the Beijing-east "personality, exaggeration, entertainment, precision, interactive" marketing ideas to become an essential sample of industry research. The 618 overture to a small investment, the rapid initiation of consumer interaction and two sharing, a short period of two days, attracted tens of thousands of attention, micro-blog topic discussion also has 4 million, become offline experience marketing another classic. The layman sees the lively, the expert sees the doorway. Small series after analysis comb, think we from this case can learn at least three "doorway".

Excellent marketing often from the beginning can attract users of the eyeball, so assume the role of the first ring is particularly important, many brands to the point of the explosion as suspense marketing. Suspense marketing refers to marketing information not once, but through series ads, from coarse to fine, from the part to the whole, or with the development of marketing process, brand information gradually enrich and improve. and Jingdong ATM Event marketing is the model of suspense marketing, from the ATM activities inferred Jingdong will have 618 major marketing moves.

The suspense of this ATM activity is very ingenious: in the impression of the general public, the Beijing-East Internet tag is deeply rooted. As a result, ATM modelling of the game machine appeared, immediately bring impact, resulting in a suspected of the Beijing East line under the banking industry hint. In addition to the activities of the location of the city's bustling business district landmark buildings, bustling pedestrians such as weaving, under the role of herd mentality, the public are willing to stop to watch this contrast scene, and more and more together, while triggering online sharing.

Network integration Marketing has a 4I principle: interesting, interests, consortium, individuality. Under the Internet thinking, the successful development of the line activities in Beijing East also benefited from the skillful use of the 4I principle: consumers to play the game through the Red ATM, which is very interesting, personality of a thing, in the game with the Jingdong brand in-depth interaction, strengthen the brand awareness and goodwill degree. At the same time, more critical, consumers in this interactive experience is able to gain tangible benefits, thereby enhancing the enthusiasm for participation in interaction.

The marketing itself emphasizes the participation of the main body in interactive activities, it brings the psychological pleasure is the universal pursuit of human nature; in the specific rules, Jingdong original shopping experience game, will be "618" and the game content and final award-related, successfully highlight the store anniversary information; Let consumers get 618 yuan of tangible benefits.

In the current integration of marketing, the meaning of individual combat is getting smaller, any offline activities are not an isolated point, but the overall marketing activities in a ring. A good landing activities, can become the best brand advertising, especially in the network to share so fast today.

"Jingdong ATM" is not just a single high popularity offline activity, more attention to the line under the integration of the transmission: online, the ingenuity of the ATM game machine just launched a netizen on the Beijing-east financial dream of speculation, divergent opinions, success caused concern; and online, the participants were "618" The novelty of the game experience and benefits of customs clearance prizes, but also willing to take this experience to share with friends talk about, so as to achieve word-of-mouth effect, the more widely spread. Finally, the superposition of the two functions, forming a topic of multi-level communication.

Looking at the current marketing circle, the financial strength of many advertisers, but willing to broadcast the budget line activities, and the implementation of such a strong and innovative in place, I am afraid in the internet sector is rare. Review of the "Jingdong ATM" marketing, full of suspense flavor, coupled with blasting point design, experience optimization, multi-level transmission, for 618 large-scale integrated marketing campaign launched the first shot, and then the marketing action more worthy of industry attention.

Article Source: topmarketing