Do you remember what brand of red envelopes were stolen during the Spring Festival?

February 18, 2015, New Year's Eve. The lights were on on the 6 floor of the Shenzhen Wanda building that night. Tencent Shenyacheng, deputy general manager of the product department, sat in the boardroom, staring at the number of scrolling figures on the screen, fearing that the server could not cope with a flood of traffic. Because of last year's experience, he has been responsible for mobile phone QQ Spring Festival Red Envelope project since November. But the busiest and tense state began 12 o'clock noon on New Year's Eve. Every 1 hours mobile QQ will open a corporate red packets, that day a total of 154 million users participated in the mobile phone QQ robbery red envelopes activities.

Guangzhou Tit Creative Garden Building 3rd and Tencent Building 17 floor also bright all night. Micro-letter Operation team and Tenpay team, at 22:34 that night, the Spring Festival evening to shake the peak of the interaction of red envelopes. In these 1 minutes, 810 million people shook their mobile phones to rob red envelopes.

Just 4 minutes ago, the host of CCTV Spring Festival Gala has just introduced the game of micro-letter waving red envelopes on the live scene, and shifted the audience's attention to the mobile phone. After that, the micro-letter Spring Festival Gala shook red envelopes to participate in the number of times reached 7.2 billion. If you count the other interactions that spring night by shaking, this figure is 48 points 11 billion times the following morning. The audience's attention has never been so focused.

This is in fact an advertising war.

For advertisers, there seems to be no more direct and rapid exposure opportunities. The names and logos of the brands such as Jingdong Mall, China Merchants Bank, Yili Milk and Chevrolet are also in this few minutes, with red envelopes appearing on hundreds of millions of phone screens. The user clicks on the red envelopes that appear on the screen, or uses the micro-letter "Shakes" the function, may obtain a red envelope which contains the cash or the brand consumer certificate. In a micro-letter red Envelope Investment scheme, the platform said, on New Year's Eve, there will be 450 million people contact the brand information. In fact, the end result was much more than expected.

"Rob Red Envelopes" was born only 1 years ago. In the micro-letter on the distribution of red envelopes, originally only the 2014 Spring Festival micro-letter promotion mobile payment marketing campaign. Unexpected huge traffic, so that Alibaba's Alipay wallet and Tencent's mobile phone QQ are involved, to this year as a marketing platform has never been tried. Just as electric dealers have spent years creating a "double 11" consumer holiday, internet companies and advertisers naturally anticipate the powerful effects of the festival itself.

At the end of December 2014, Men Jipeng, senior director of Beijing-East brand marketing, and wireless marketing director Yechanghua joined a temporary team. The team was set up to distribute red envelopes during the Spring Festival, with about 30 people in charge of brand marketing, wireless marketing and PR communication.

"The main consideration is whether Jingdong has to put in cash red envelopes, the total amount of money released, as well as the impact of the investment on the entire brand." "Yechanghua said.

The company also carried out the Spring Festival marketing in the form of television commercials last year. 2014 Jingdong invited the film director Jia Zhang, bought the Spring Festival evening broadcast before the 19:55 advertising period, played a warm story as the main line of the TV ads for every little joy. But this year Jing Dong finally decided in micro-letter and mobile phone QQ, a total of 100 million yuan cash red envelopes and 600 million yuan of consumer coupons.

"(this year) although there is no direct effect of the Spring Festival Gala advertising exposure, but the interaction will be more prominent." Jingdong can be directly reached by the micro-letter to reach the user, and rapid spread of the interaction. "Men Jipeng said.

Internet companies are also constantly grabbing advertising value from traditional television. At the 2015 CCTV Gold Resources advertising tender Meeting last November 18, Tencent won the "Spring Festival Gala exclusive New Media interactive partner" project at 55 million yuan. After winning the bid, micro-letter immediately began the brand investment, the final merchants Bank, Huawei, Chevrolet, Haier, Yili, Beijing-east, micro-shop, such as 14 companies, become the Spring Festival evening to shake a red packets distributed cooperation brand.

The micro-letter does not disclose the specific number of cooperation, but with the final 500 million yuan of cash bonus calculation, each brand input at least 21 million yuan. And they need to pay at least 31.6 million yuan if they want to advertise 30 seconds before the Spring Festival Gala begins in 2015.

Also at the beginning of December, Tencent, the marketing deputy general manager Yang Liza with a core team of less than 10 people, began to contact with the brand. "In the communication, the brand's appeal is not complex, is to hope that their logo and brand information has a strong exposure." "Yang Liza said. Jingdong, Micro Shop and drop a taxi eventually become a cooperative brand.

In order to improve the number of brand information, Yang Liza and the team adjusted the original design plan. In each of the corporate red packets of time, the mobile phone QQ page in the lower right corner will appear brand logo, after the red envelopes in the center of the page will appear again this information.

A stronger spread effect comes from a temporary decision on New Year's Eve. In the number of participants to achieve the expected, the server can also load the premise, Shenyacheng decided to join the Shing in all chat windows and homepage, introduce more traffic to rob red Envelopes-page In addition to the traditional Chinese New Year elements, there will be on the spot to distribute red envelopes brand information.

Micro-shop CEO Mojunson on the first day after the end of the Spring festival holiday to Yang Liza, said the mobile electric platform during the Spring Festival has been a large number of new users. But they are also reluctant to disclose specific figures.

The Micro Shop is the only one that has put on TV commercials and invested a lot of money in robbing red envelopes. The new mobile-electric Company, which aired its first TV ad, "Dream opener," before the gala began. As with the ad style of last year's Jingdong, the story of using this platform to open a shop is described in layman's perspective.

Mojunson may have thought clearly about the effect of the launch. Through a more old-fashioned but easy to drive the mood of the television ads, to convey the brand image. By distributing cash and coupons through red envelopes, you can quickly pull up awareness and get a large number of new users-they can be a resounding victory if they can turn their coupons into buying behavior.

As senior director of Jingdong brand Marketing, Men Jipeng's work this year needs to tie in with the company's overall business strategy. The three or four-line city is the market that Beijing East wants to capture this year, and in his view, perhaps there is no better time to promote it than the Spring Festival and Spring Festival Gala. It is the most attention-free festival type.

"Channel sinking is one of our strategic goals this year, choose the Spring Festival Gala and micro-letter cooperation, is to see its crowd coverage and utilization rate," Men Jipeng said, "through cash and coupons red envelopes, their brand image and shopping coupons to the three or four-line area, and even rural areas." ”

In order to realize the idea of Men Jipeng, these red envelopes are not randomly put.

You can understand the logic behind the mobile phone QQ approach. Through the mobile phone QQ issued consumer coupons, a large part is based on user attributes issued. Background data played a role, such as the user's consumption habits, click on what type of advertising, Yang Liza and the team in accordance with the brand demand to put the consumer coupons into a more specific user base.

"At the moment the coupons are issued, we have achieved precision. Instead of giving the merchant the data to participate in the user after the event, they can do two marketing directly. "Shenyacheng said.

But to achieve the desired effect is only the provision of the Internet companies, more accurately is the electrical goods card.

Wang Xiaofung in this year's activities to snatch red envelopes, only to remember the Jing-dong. She is an analyst with Forrester, a marketing research firm that focuses on marketing practices in the Chinese market. "The success of the Red Envelope campaign last year has influenced the marketing decisions of many companies," she said, "but most of them do not think clearly what this input and form can achieve and whether it suits their brand." "Among the 14 brands with micro-credit partnerships, advertisers like Haier and Chevrolet are more of a foil."

Traditional advertisers still trust more creative and familiar TV commercials and magnify their effects through a network platform. McDonald's on the social network before the gala, released 3 different content of the New Year ads, "You are my New year," and with the audience interaction guess which is the final play. Jeep car is on TV on the Spring Festival evening advertising trailer for preheating.

An attempt by Alipay proved their hesitation in distributing red envelopes.

After the February 2 Alipay support to share the personal red envelopes with the micro-letter and Friends Circle, the micro-trust platform blocked such a sharing interface. Alipay then returned on the line password red envelopes to fight back-in the form of pictures to spread a string of numbers, and then to pay treasure purse to collect red envelopes.

Ant Gold Clothing brand and public communication director Chen Liang found, has always been good at social marketing Durex issued a brand logo and advertising language password red envelopes picture. Ant is a financial services company under the umbrella of Alibaba, responsible for the operation of Alipay and other products.

"We are thinking that if the password is a sentence, it can be a brand of slogan, the delivery of advertising information." This may bring some changes to the traditional advertising field. "said Chen Liang.

But this change is still not happening this year. Pay Treasure Purse hurriedly on-line brand red envelopes platform, support Chinese password, advertisers can also directly in the background operation and production of the export of red envelopes. February 12, the ant also found Millet, Pepsi-Cola and Adidas brands, respectively, in the micro-blog on the trial issued a 100,000 yuan password red envelopes.

Millet mobile Phone 4 product picture appears on the page, the password number is set to the last question mark, used for "The picture is the first few generations of millet mobile phone" interactive questions. But this kind of one-way transmission form is far less than mutual shake red envelope effect, shake red envelope itself also with festive period of collective atmosphere. These brands have only two-digit tweets and comments--of course the red envelopes have been robbed and emptied.

These advertisers did not go on at last. Pepsi-Cola during the Spring Festival still put emphasis on the traditional "take Le home" New Year marketing project. This theme has been extended for years, and this year it works with the filming and application of the United States to conduct content marketing. These mature brands have more to do with consumers than new brands, which is clearly not a simple way to send a red envelope.

After the red envelope carnival, Yang Liza's work focus began to transfer to the mobile phone QQ red envelope effect spread. Micro-letters and Alipay wallets are also starting to show the market and the user that they have created miracles. But one thing is invariably overlooked-the disclosure of brand marketing effects, which may be difficult to measure. With the exception of a few brands, most of the participatory behavior is hard to call excitement. For the next year's red envelopes marketing, imagination space is very limited.

Why don't you just ask yourself, do you remember what brand of red envelopes were stolen in the Spring Festival?