Simple and fun: Mengniu Interactive Marketing Sample Analysis

At the beginning of the birth, the foot does not go out to buy all the world is just a fantasy, now, Web2.0 and 3G make most of the illusion become possible. The network has changed a generation of shopping habits, but also to the traditional http://www.aliyun.com/zixun/aggregation/8118.html "> Marketing method has brought a revolutionary change." The flourishing of the Consumer-to-consumer, let the interactive, Word-of-mouth become a proposition that the enterprise marketing is not open.

The "eye economy" of the past is transforming into a model of "Word-of-mouth economy". The foundation of "Word-of-mouth" is based on direct, innovative and effective interaction with consumers. This article today with the recent momentum is very fierce mengniu "grab cow, send Tiger" activities as an example, analysis of the new Media Interactive marketing, Word-of-mouth marketing tips.

In fact, the so-called interaction, but a kind of information supply and demand both sides of the sharing and exchange. In the network, interactive marketing is a network for the media implementation of two-way marketing, it uses the network between enterprises and users to establish a two-way communication channels, and then have the subjective willingness to participate in the target group to launch relevant information. This "interaction" reached from two aspects, one is the topic of interest, one is to participate in the simple operability of the way. Mengniu This play a beautiful interactive marketing combination boxing, respectively in the Good Car network, Tianya, mop several forum website, as well as 12580 mobile phone broadcast mobile phone new media platform launched by the looting of the building activities, to meet these two basic points.

The background of the activities of Mengniu in the Tianya

Network activities in the gathering of popular, rely on the "lonely" netizens. However, if the use of pairs, the way of the ancient poetry, it is estimated that Mengniu will not be in a few major activities on the platform on a short period of time to gather hundreds of thousands of of netizens popularity. Mengniu set the rules of the activity is very simple, as long as the words, with a "Tiger Tiger, Niu Yun", on the line. This should be the year of the Tiger Spring Festival this scene, and secondly will participate in the activities of the threshold to the lowest, gathered the popularity, typos will be the core of the brand to convey the information quickly passed out, activities naturally do the wind.

In my long-term observation, do rob building activities to do a lot of brands, but like Mengniu so direct birth to a "network of new groups"-"cattle Rob"-enterprises, is really rare. Who are the cattle robbers? Dedicated to the Tianya, mop, good car network and other major activities platform, specifically for the cattle to rob Mengniu Tiger! Cattle tiger itself expensive price nature is "cattle grab Rob" one of the motives, but more "cattle grab Rob", or to rob that invisible, for the coming year to get a luck "cow"!

"Cattle transport culture" is in fact a very important part of Chinese traditional culture, especially the Spring Festival schedule, but also "cattle transport culture" blowout period. Mengniu take this part alone, purify, enlarge, make it become a gene of oneself brand, after last year "Happy Ox year! "After the stunning debut, has precipitated enough" cattle transport culture "fans. This year again "Niu Yun" leading edge, the broad masses of traditional culture and the new media platform of the Internet, there is no Wang the truth?