Interactive: The era of interactive entertainment marketing

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Author: June

In the end, the micro-letter to the long point of the punctuate to breed friends praise the atmosphere, disturbing the user experience of the public number is sealed, 1 times sealed 7 days, 4 times permanent seal number. Pai Gungyu (Gan) (DE) slightly (Piao) ruthless (Liang), to tell the truth that the collection of praise means itself is not wrong, wrong in the brand's trust. In fact, the collection of praise can be a new product experience, product promotion and concessions, one of the good means, simple and fast propagation. But because of the lack of trust in many brands, causing users to be bored and even angry with the game, this is the biggest damage to the brand image, but many brands do not realize this.

At first, the interactive faction in the operation also used a collection of praise marketing means, gifts must be sent. However, we found in the operation, the collection of praise is not interactive, it is difficult to get true feedback from fans, because their attention is focused on what gifts to send, and do not care which brand sent. That is, there is a lack of real interaction between brands and fans.

Therefore, we resolutely abandon this marketing means, the introduction of entertainment interactive marketing to help the brand in the play and fans from the real interaction between the outside, which is also foreign, including McDonald's, Coca-Cola and other big brands respected playing. Entertainment Interactive marketing, to interactive games as a starting point, according to fan preferences, combined with the image of brand products, the development of fun games, so that fans in the game to feel brand products, improve the brand in the hearts of fans, and the game to get prizes (brand products) can let the fans from the perception of the use of the brand Finally make the real brand consumption, to achieve the purpose of marketing. Of course, fun games, fans will take the initiative to share social media and participate in interaction.

For example, the Australian Shellfish toy operations team, through the microblogging SCRM and micro-credit SCRM management system and the use of interactive development of the SDA (Social data analysis system) found that the mother of Australia is very fond of the "chicken family" This toy, the interactive pie for the bay development of a "chicken family Pro" Game of smashing eggs. Game online One months a total of 78,000 people to play, an average of 1333 new players a day, 2600 person to participate in the game, and in the early days of the online can reach about 5000 participants to play the game.

Game Activity Data Statistics Chart

The simple fun-inspired game of smashing eggs attracts tens of thousands of fans to play, but the low threshold has the prize the game setting lets the fans continue to spend the time in the game, lets "the Chicken family Pro" and other toys obtains the long attention, moreover the entire game interface and the movement is according to "the Chicken One Pro" the product characteristic and the image design structure, This certainly makes the fan in the play very good perception the Australian shellfish's toy product image, the characteristic and also has certain help to the product purchase. Therefore, in the whole entertainment interaction, O-Pui toy has been a fan from the perception to experience the brand process, but also improve the brand in the hearts of fans, it is important that fans take the initiative in social media interaction with the bay, deepen the Australian shellfish toy brand and fans of the emotion.

Game interface and fan microblogging interactive map

Game as the entry point of interactive marketing, because the game is the most easy to integrate people's time of fragmentation of a way, the establishment of brand image, but also requires users to spend a certain amount of time from the cognitive (product image) to the feelings (to create goodwill) to the formation of action (produce purchase). Of course, the important thing is that the entertainment interactive marketing to the brand and fans a real interactive communication medium, in the enjoyment of fun, the brand invisible into the hearts of consumers.

With the popularization of intelligent terminals, people spend more and more time on entertainment every day. According to Tencent Cloud analysis, in the hand tour of the use of time, hand-travel debris features have become increasingly inconspicuous, but the average player's daily use and a single game time in the longer, entertainment interactive marketing era it came.