Case study, Five rings change four rings, occasion marketing gradually become a trend

Before: The opening ceremony of the Winter Olympics, the Five rings change four rings, triggering the surge of the trough, but also attract many enterprises micro-blog follow-up occasion; take this opportunity to talk about occasion marketing in http://www.aliyun.com/zixun/aggregation/10429.html "> The popularity of the Weibo era.

Olympic Games in China is not a popular event, especially with the Summer Olympics than in the domestic basically not too much attention, even if the Chinese athletes to get gold medals will not be able to trigger a wide range of concerns. But the Russian Winter Olympics, the Five rings change four rings, the remaining One Ring became chrysanthemum this "accident", and with a lot of spit together, so that the Winter Olympic Games in such a no big news days in the "hot spot."

"Five ring change Four rings" has led to many brands of micro-blog "Occasion" marketing, the following figure (to cite a few examples):

"Occasion Marketing" is not a new term, but in the overall promotion of the enterprise budget can also occupy a considerable budget, especially large enterprises. For example, in order to borrow the Olympic Games in the east Wind, the big enterprises often tens of millions of cooperation costs, is to and the five-ring flag can be directly linked to, in such as Super Bowl, but also the big American enterprises occasion marketing Climax ... There are domestic, such as just over million years, micro-letter red envelopes, Baidu map and so on is also catching up with the hot, "occasion" fire.

If the traditional media era, for the enterprise occasion marketing there is a very high threshold; then with the popularity of micro-blogging, corporate micro-blog become standard, in social media, "occasion" marketing is almost the enterprise micro-blogging operations have "bright spot" important consideration.

For example: Durex's corporate microblog is occasion marketing master, the early Patten and just the end of Li Na after the incident, Durex occasion are very clever and full of suggestive speculation; BMW (including Mini) is also a micro-blog occasion Marketing Master, Hot events in the medium to see BMW's official microblogging release of creative images has become a lot of people in the industry's habit ...

After the successful occasion marketing case demonstration, in recent years occasion marketing gradually popularized the trend, take "Five ring change Four rings" as an example, almost become a micro Bo marketing carnival; Whether it is sporting events, popular art or popular social figures and events, corporate microblog operators will almost never miss a hot spot, chasing hot spots, "Four two dials the heavy" occasion marketing also more and more not unusual ...

But there are not many outstanding people, taking place in the "Five ring change Four" for example, in addition to Audi because of the similarity of the logo received special attention and Yu Yunpeng of the Five Ring song, the other companies microblogging on the majority is not a great, basically for Sina Weibo and the Winter Olympics did the wedding dress.

The difficulty of occasion marketing is that it is easy to chase hot spots, but it is not easy to have "connection" with brand and products. Successful occasion marketing is in the "correlation" has a unique creativity and performance, can be in the pursuit of hot spots stand out, let the audience smile, the brand interest, and may participate in or forward or share out.

"Occasion", there are "momentum". That's a higher demand for businesses and marketers, says Guo Crosstalk, the campaign is "flat to pull the cake, the opposite of the thief," is a high level of the game, for pure brand or product marketing is almost "impossible to complete" the view-but there is always a case of the emergence of the irresistible, this is the marketing person's advanced game.