Integrated marketing must be combined with the user's experience of specific needs and scenarios at specific times

Today hope to be able to pass a case, with you to share sogou such a technology-oriented, input method, browser and search for the main products of internet companies, brand marketing some new attempts and thinking. Red Cattle encounter Sogou, what kind of creative and chemical reaction.

First, let's review the marketing background of this collaboration. Red Bull, as the domestic and even the world's leading energy beverage brands, its marketing style is also unique in the industry, Red Bull through sponsorship and its own brand value match the events and activities, not only to achieve a wide range of brand spread and exposure, more importantly, through the sponsorship of the event and its transmission of the concept and values, To deeply affect the consumers concerned about these events, let the brand be deeply accepted by these potential users, enhance the user's recognition and loyalty to the brand. For example, we are familiar with the Red Bull F1 convoy, around the victory over Lindane, and we will mention today's wing-mounted flight, Red Bull hope that through this activity to convey the courage to challenge, adventurous Red Bull spirit. And in marketing, Red Bull also reflects their courage to challenge and innovative spirit, in the network marketing, Red Bull chose the Sogou, because the dog can cover the vitality, dare to innovate user groups and Red Bull potential users, Red Bull hope to use Sogou rich quality products and marketing tools, to achieve a wide range of information dissemination, and to achieve in-depth communication and interaction with the user.

In response to this demand, Red Bull and Sogou marketing team conducted a deep communication, to determine the concept of integrated marketing across the scene, in order to obtain mass communication and depth of interaction between the results. Sogou can realize such marketing creativity, is based on the mass of quality products covered by Sogou, sogou through the input method, browser, search and other products, with 428 million, ranked the industry's top three PC users, and this time we chose the input method, wallpaper and search combination. First of all, around the wing-loading flight to hold wallpaper design competition and brand input method activities, for the wing-mounted flight activities on the Internet to establish a content and interactive platform. Then, we use Sogou mass product layout, Red Bull wing mounted flying activities of the image of a unified exposure to different scenes, will attract users and gathered to this platform, so that users through the wallpaper design to display their ideas, by downloading and using the brand input method to experience the wings of flying and Red Bull brand delivery spirit. This way will be one-way promotion of marketing into the user's active interaction and experience, so that users of the brand values and spirit more recognition, establish brand identity and loyalty. Through this event, we have 94 million exposures to the Red Bull brand and the flying activities of the wing, and recruited more than 100 theme wallpapers, the total number of downloads more than 6 million, the brand input method download more than 370,000, very good to achieve the brand, interoperability, experience 3 levels of effect.

Finally, we look at the marketing trends behind this case. When the Internet becomes more and more the main battlefield of brand marketing, the demand of advertisers is more and more diverse, not only requires a large amount of exposure, but also need to interact with potential users and communication, and more hope to achieve the transfer of brand values, and continuously enhance the brand recognition. This also requires us to be able to integrate a variety of internet resources to reach across multiple media, multiple scenarios, consistent and continuous transmission. Sogou through a wealth of user products to achieve a full range of user access to the entire scene of seamless coverage, we are also exploring the whole scene based on such a marketing layout, and proposed a cross scene integrated marketing concept. The real innovation around marketing can not only technology as a tool to achieve creativity, but the need for marketing people in the ideological level and the depth of the Internet thinking fusion. And we think this kind of thinking lies in the understanding of different application scenarios on the Internet, so that marketing and users in this scenario needs and experience to match. There are two lines that we need to focus on: One line is the user's behavior needs, and the other is the experience on the scene. Integrated marketing must be combined with the user's experience of specific needs and scenarios at specific times, only such a combination can be in a person completely surrounded by the advertising of the sea, so that integrated marketing to play a better role and effect, to help the brand in the spread of the Internet environment to impress people.