Internet giant Spring Festival Gala Marketing War: Mobile interconnection and electric business into hot spots

Tencent Science and Technology Sun Shi February 10 Report

Unconsciously, the Spring Festival Gala has been accompanying us for 30 years. Zhao Benshan's sketch, Liu Qian's magic, Spring Festival evening, peremptory has become the Chinese must "dinner". Because of this, from another point of view, the Spring Festival Gala has become the main battlefield of the annual marketing business.

From the United States years of the Spring Festival Gala Countdown, "Gree Air conditioning wish the people of China Happy", to 2009 Baidu exclusive Sponsorship gala, "Sohu Video Explorer Column Group", technology companies, especially the brand of internet companies have been deeply integrated into the Spring Festival evening.

But with the Spring Festival Gala "rejection of implantable advertising" policy, internet companies want to appear in that 4 hours in front of hundreds of millions of viewers in the country, has become unreachable. So, 30 minutes before the gala, become the new "Spring Festival evening Marketing war" main battlefield, and in this year's war, mobile internet and electric Business company has become the protagonist, Tencent, Jingdong, Millet, Suning, Gome (micro-bo), 360, as well as Jinshan leopard and other enterprises to attack, big grab the limelight.

Tencent pushes the Spring Festival gala to make "love clearer"

After the "affection article", "Brothers", Tencent in this year's Spring Festival gala Golden Time launched a "snap" series of ads love, and the main micro-letter card. Advertising in the continuation of the "fingers, heart seamless" concept on the basis of the brand's emotional appeal from the family, friendship extended to love, the film through a couple love, married emotional story, led us to discuss the importance of "communication" to maintain the relationship between husband and wife. In the film, "Take a step, love more clearly", people can not help but recall the sweet youth period of love, and the reality of the urban jungle reinforced cement in sharp contrast, triggering a deep reflection of the audience.

With the scale of the mobile internet outbreak, the number of Chinese mobile phone users increased year by year, micro-trust users have exceeded 300 million, become one of the hottest mobile Internet applications. Under this background, Tencent's high-profile propaganda of micro-letter is an important part of Tencent's 2013 market strategy.

"Low-key" millet First Impact Spring Festival Gala 360 at any cost transfer negative news

Compared with the domestic brand of oppo, Gionee mobile phones, millet in the past in television advertising has been relatively low-key, but the first time last year to participate in the CCTV bidding, and finally won the year of the Snake Spring Festival suit. Believe that many millet users February 7 that day received a message to remind: "The millet mobile phone" hehe "ads will be on the New Year's Eve CCTV gala 3 minutes before the premiere." "and careful audience also found that in the CCTV Spring Festival Gala promotional film, also appeared the figure of the millet mobile phone."

"Hey Hei" to young people as the theme, "hehe sound" throughout the entire advertising, intended to tell people, haha is 2B youth, hehe is bitter b youth, only Hey Hei is the Cow B youth. But whether it's bitter B, 2B or ox B, never install B.

Millet appeared in the Spring Festival gala, "The Second World War" another protagonist 360 nature will not miss this opportunity. However, from the form of advertising, content, 360 of the ads do not have much new ideas, advertising spokesmen or Yiwei Wei, the main 360 mobile phone guards, highlighting the interception of spam messages, harassing phone functions.

Compared with millet, 360, in the Spring festival during the fire of a Cheetah browser this time to a lot of low-key, only a "ticket fast, on the Cheetah Browser", unveiled less than 10 seconds. However, by virtue of a good reputation during the spring festival, Cheetah Browser this year's market share will have a new breakthrough.

"8.15 Electric power business Wars" in golden period of Spring Festival gala

I believe many people still remember last year's "8.15 price war". Half a year ago, the electric business field of Jingdong Mall, Suning easy to buy, Gome online, on the stage of the Spring Festival Gala, once again staged a passionate collision.

Jingdong Mall ads main affection, wandering wandering outside, parents wistfully, advertising highlights the Jingdong Mall logistics and convenient features.

Suning Tesco and Gome online also grabbed a lot of eyeballs, but the advertising film is relatively simple.

TV media as an internet company's future layout tool

Not long ago, ink weather, singing, and so on a few hot app application, Baidu, 360, Archie Yi Three companies have landed Hunan TV's "Day Up". Now, a few big internet companies have entered the Spring Festival evening Battlefield, overnight, the internet company to connect the group, and ran to the television media, behind the disclosure of the Internet company's future layout of the three or four-line city ambitions.

Haijun, founder of Cool News, said that the cost of Internet users in China Mobile (Weibo) was still relatively low in 2011, and from 2012 onwards, everyone began to smash money and Rob users, resulting in a sharp rise in the cost of users 5 to 6 times times.

As users of the one or two-line city gradually become saturated, mobile internet companies are eyeing the three or four-line city users that are yet to be developed. Unlike earlier, the three or four-line city's user base has its own typical local characteristics: a taste of the Silicon Valley craze, a local pan-entertainment experience, and a desire to follow the trend but not to pay the cost of learning. Compared to micro-blogging and other social media, television media naturally become the main tool to expand the three or four-line city, and the annual audience of nearly 50% of the Spring Festival Gala, also into the internet company's discernment.