Lenovo's "guessing ball marketing"

For the internet on the overwhelming hard advertising, whether the star endorsement or with a clear interest-oriented price reduction promotions, most directly choose the eye "skip the key", let alone to click to see more wonderful. It is time to give netizens a little conjecture about the space, tease their topic nerves.

On the afternoon of June 4, Ronaldo expressed his thanks to the Chinese fans in English and Portuguese on Tencent Weibo, the only microblogging platform in China, to the effect that "thanks to the support and love of the Chinese fans, I will do my best for the 2012 Euro Cup." Fight to the end! "There is also a photo in sync, in which Ronaldo wears a red T-shirt and a Lenovo phone in his right hand, relaxed and confident." The phone screen says, "Spell it out!" With Ronaldo to fight in the end, Chinese fans for Ronaldo refueling "words."

Obviously, the bright spot on the mobile phone, Ronaldo this photo before and after the European Cup, became Lenovo a "guessing the ball marketing" The origin point, Ronaldo's micro Bo fan the wings, but to help Lenovo mobile phone brought a promotional feast. And this case may also be able to give the internet not to be seen by the hard advertising to change the brain.

Wavy Marketing Strategy works better

This micro bo A, Ronaldo fan sensation, the textual criticism school soon completed the translation of English + Portuguese, but also found the lucky and Ronaldo photo of Lenovo mobile phone is just launched music phone P700, "Ronaldo to Lenovo music phone endorsement?" "and" did Ronaldo golden with the alien Ronaldo? ”...... And the Lenovo mobile phone and Ronaldo-related Micro Blog topic activity page is further deepen the speculation of authenticity.

Obviously, Lenovo and Ronaldo's interaction is not only the eye benefits, but also in the timing of the choice of ruthless. From the network marketing level, an event marketing even if it is very hot, its life cycle is about a week, especially the advertising means is very obvious this kind of microblogging marketing activities. After a week, everything will be calm. This is also true, June 5, Tuesday, the event developed to the weekend, the heat decreased. Of course, at the moment, June 8, the weekend, the European Cup begins.

With the European Cup of hot hold, was already in the direction of the fall of Ronaldo suspected endorsement music phone incident, because Ronaldo in the European Cup on the strong exposure, and rapid rebound, became Ronaldo in the European Cup record edge of the tidbits, and at the moment, Lenovo continued to remain silent, The question of whether Ronaldo really speaks is not officially published, so that a simple endorsement event has become controversial and subject to speculation.

Meanwhile, Lenovo also timely proliferation of music phone P700 related product details, thus with Ronaldo suspected endorsement events and the European Cup of the continuous warming and rising, publicity effect presents geometric times growth, which, the effectiveness of Word-of-mouth transmission is very obvious, compared with other manufacturers of similar products spend a lot of money , Soft wen hard to broadcast the effect of more powerful. This shows that, if the electronic products through a strong topic marketing to break through, its effect is far more effective than the traditional test report with soft and hard advertising.

This form of marketing if the use of football games often appear in the kind of phenomenon, can be defined as "guessing ball marketing", that is, not directly solve the mystery, leaving enough space for netizens to guess, so that the full use of the Netizen's curiosity to promote the way, far more than the abruptly plug advertising paper better And if you can choose between attention and timing, like Lenovo detonated in the days before the European Cup, thus not directly by the European Cup of the craze to cover up, but can be in the fast ebb time, again take advantage of a new climax, and Ronaldo and Lenovo of the double, coupled with the words to speak the charm, but also to "guess the ball" the effect of better fun.

Interaction makes hard advertising "Furuan"

It seems to give a new opportunity for the celebrity endorsement model that has been mired in word-of-mouth. For a long time, the star endorsement as the representative of hard advertising has been a very visual impact of the promotion of the way, but in the internet era, this model began to become increasingly inapplicable.

Emphasis on the interactive Internet, focusing on grassroots and sharing. The naked advertising model of celebrity endorsement is hard to arouse the interest of netizens, although in essence, netizens are actually watching TV commercials in front of the TV, walking on the street by the billboard "invade" the eyeball, but on the internet, due to the change of reading habit and sharing way, The people who become netizens are no longer able to accept the influence of direct celebrity endorsements as they do on television and on the street.

This old marketing model is being challenged on the web, and most of the celebrity endorsements of the network as the main marketing position are mostly dismal. More typical is the network game industry, in the beginning of the rise, the game company mostly also take the star endorsement model, Liu, Jolin Tsai, Donnie Yen, Jay Chou and other stars have become the game spokesperson, and the result? Game players do not buy, game sales and star endorsement has a clear link. To the end, even the owner of the game company is not buying it.

To be good at marketing is known as the Giant Network chairman and CEO Shi Yuzhu on the blunt: "Please spokesperson is to spend money to drive away users, star endorsement will cause hate this star's potential users lost." For example, the brain platinum hired Dashan, Kun advertising results are products immediately unsalable, and with a voice sissy old man advertising but let the product out of stock. Therefore, "journey" never please spokesperson. ”

The author has done a small survey, the majority of respondents said that the Internet on the overwhelming hard advertising, whether the star endorsement or with a clear interest-oriented price reduction promotions, most directly choose the eye "skip the key", let alone to click to see more wonderful.

But it is not that on the internet, hard advertising is hard to highlight the power. Ronaldo and Le phone's "guessing ball marketing" is a network-based endorsement show, and its performance is very successful, the core appeal is interaction, through interaction to make hard advertising "Furuan".

This interaction is possible because of the existence of microblogs. In the past, although the form of network communication can also achieve a certain degree of interaction, but most of the time is still one-way. The Netizen's discussion is often overwhelmed by the media and the advertisement, but the star endorsement itself too strong advertisement sex, will weaken the netizen's participation consciousness, even causes the disgust.

Once the perspective of the star endorsement is converted, the view has the interactivity of discussing and amplifying one's voice, and everything is vastly different. It is obvious that Lenovo caught this point, will be a very simple endorsement of advertising into a quiz marketing, and countless Ronaldo fans of the initiative to make this quiz game become more interesting, countless absurd, imaginative ideas can be divergent, triggering round after another round of microblogging based on the circle of friends and interests of the circle of discussion, A perfect word of mouth avalanche is also the result of this surge.

To the star endorsement a little creativity, let hard advertisement "Furuan", perhaps will be greatly different, of course, as a marketing show, only on the micro-blog deduction is not enough.

Combined boxing makes hard advertising attractive

To micro-Bo as the tipping point, so that a hard ad in a different form, not only can save the cost of delivery, but also to make netizens more interested in in-depth understanding.

But it is not enough to inspire the enthusiasm of netizens with interest only. NetEase in order to hold the ChinaJoy (China International digital Interactive entertainment products and technology application exhibition) on July 26 to promote their own a new game, deliberately produced a number of advertising pictures, but this group of posters in addition to their own game on the official website on the display outside , and has also been released through the official Weibo game, of course, there is a quiz, but this time the quiz topic is to highlight the game is what kind of game, and netease design of the poster to Hong Kong-style cartoon violence aesthetics as the core appeal, will be fighting game enthusiasts pull into it.

NetEase is not only limited to this, in the first round of guessing the sensational effect, hanging up the Internet users appetite, netease and through the network news release information, publicity of the game will be in the game show version of the arcade, and to coin the arcade mode for the player to experience, and such a news appeared in the micro-blog, soon after the micro-blog, Blogs and forums have sparked a new round of discussion, as well as a lot of gaming enthusiasts ' endless reviews of their old arcade gaming careers. Of course, in the wake of these discussions, NetEase's PR actions and prepared tweets, blogs and forum articles were the ambush of a storm of Word-of-mouth. This makes it a success in front of the game, in many game manufacturers to hype their own game products online hard advertising campaign, Low-cost win.

A little more difficult to find, Lenovo and NetEase of these two times marketing have common characteristics, that is, the theme of hard advertising, to micro-Bo Interactive as a divergence point, by giving hard advertising to "still hold the pipa half cover" "Guessing model", neither fool netizens, and let netizens through the "quiz" Inspire a variety of not limited to the product itself in the discussion or recall, and through the network news, forums, blogs and other network marketing means, and constantly accelerate and increase the impact of the breadth and depth, so in the "Division surprisingly soldiers", to achieve the best promotion of carrot and stick effect.

Adding a little creativity to make hard advertising more dynamic and interactive on the internet is not so difficult.