How to play the World Cup socialization marketing

The World Cup has attracted attention every day, when Germany and Portugal against the beginning of the game, those fans blew up the circle of friends, in my circle of friends are mostly German fans, all kinds of crazy for the German team is really amazing football this sport great!

In such a big event as the World Cup, marketing is always unable to escape, many companies are ready to occasion, all kinds of guessing ball, football baby and other World Cup activities overwhelmed, when we continue to consume the World Cup, how much can really remember? The mass of data generated on social media every day, most people are focused on the hot topic, these hot also are very concerned about, the World Cup, the hottest than the day of the game, at this time how the enterprise can occasion success, and can form enough attention, it is important, otherwise occasion World Cup no concern, It becomes a waste of time.

In the http://www.aliyun.com/zixun/aggregation/2777.html "> World Cup Team Germany against Portugal, a pair of car brands who have been seen by outsiders as rivals are playing with each other's social marketing, These two brands are from Germany, one is called BMW, a Mercedes-Benz.

Let's take a look at the published content first!

On June 16, 22:47 points, the two car companies issued a micro-blog, micro-blog content and its similarities:

Then, when Germany won the 4:0 victory over Portugal, on 17th 6:59, two micro-blogs coincide with the simultaneous issue of micro-blog:

After watching the two large enterprises in micro-blog interaction, many people are not to be amazed, this seemingly small interaction, too cow! In this interaction also helped push the #we are one team# topic, this topic transmits the German spirit, at the same time with the excellent copywriter to cooperate, again with at that time the match unifies, is really perfect extremely!

The topic of reading more than million, visible its attention to the high, so that two of the brand in the market competition, because the football field and came together to launch #we are one team# such a theme, enough to let many people sigh, and after seeing the initiative formed a strong desire to spread, Whether you are forwarding in Weibo or in the micro-trust circle of friends to share, is enough to prove the heat is not the general.

Let me briefly analyze the ingenious aspects of the occasion of the two cart companies:

First of all, the good copy with: BMW released "To Friendship, for JAG, qi cheers!" German chariot rally Faith armored battle. 0 o'clock in the evening, #We are oneteam# Yue Peak! @ Mercedes-Benz, after the Mercedes-Benz official Micro released "A total of 把盏, QI, and retreat!" German chariot Two strong sword refers to former. No sleep tonight, #We are one team# shine! @ BMW China "and behind when Germany won, the two teams quickly update the copy, BMW issued" Farewell to the river, meet also is the opponent @ Mercedes-Benz ", and Mercedes-Benz released the" victory, the resultant force! " @ BMW China. The two sides of the copy is quite ingenious, single from each micro-blog copy on speaking, and the combination of the big event is good, plus @ after each other, we saw an interesting antithesis-style copy, very exciting!

Second, pay attention to detail design: Both published pictures in the use of fonts, with the respective brand common words are consistent, and in the second round, that is, 17th the morning of the micro-blog pictures, there are very different, BMW China official micro-release pictures, its BMW is magnified, and Mercedes released pictures, is the Mercedes-Benz is magnified, This is the detail we should pay attention to.

This communication can "go down in history", the two-car micro-blog interaction, not only the combination of the World Cup, Germany and Portugal to interpret the feeling of the game, while in the copy also revealed two car brands to express the tune.

This marketing interaction absolutely rise posture, can analyze briefly, how occasion do a so high topic of interaction:

1, to find a competitive brand with interactive: BMW and Mercedes-Benz cooperation, regardless of the middle of the story is what, today two enterprises in the micro-blog on the teaser is really attracted to a lot of users concerned about the choice of competing products is very important, not a competing goods are willing to stand together, This is in the election of goods to pay attention to whether there is a unified element can be completed together, such as BMW, Mercedes-Benz more emphasis on the expression of the spirit of Germany, for the German team in the World Cup to shout loudly. Two companies this performance is not acceptable to other companies, such as Wanglaoji and Gado, Master Kang and the unification between the difficult to talk about such cooperation, but if it is really meaningful to talk about.

2, the manufacture of unexpected surprises: two competing products of the "basic" interaction, enough to mobilize the "passion", the focus is the transmission of the accident, many people do not think they will come to such a play, in the socialization of the dissemination of "unexpected" such a feeling is needed to capture, after grasping can create the possibility of viral marketing.

3, the choice of major events to integrate: The World Cup is a good opportunity to occasion, but the World Cup in Germany during the game, the two also from the German business, it became a trench brother.

4, good at packaging dissemination: In this interaction, many well-known media microblogging, Tatsu people are spread, its content is the picture integration to share, many netizens will be excited after the forwarding of sharing, this is the packaging spread.

BMW and Mercedes met on the football field, unexpectedly wiped out the unexpected sparks, such social marketing so that the enterprise brand more grounded gas, more human!