Liang Jian Mobile marketing "a new drink" to bring you cool good taste

Recently, the second-year Southwest university students Xiao Zhang's mood is quite good, Master Kang "new drink" plum in the campus to carry out a mobile phone check-in activity Incredibly let him get the dream of the IPAD2 tablet computer, this for leisure and love to see E-books, play stand-alone games, hope to pulse fashion but also in the shy of him, It is the "pie" that fell from the sky. "Kang Master customer service call to confirm with me, I still do not believe, but a few days after express let me sign receiving goods, I believe this pie really hit himself." "Xiao Zhang Touch petted, silly smile, before through the mobile phone sign in a number of activities, but luck seems to always poor so little, get full of virtual props," did not think this incredibly real. ”

Small Zhang Sign in the ipad news, soon to dormitory as a unit in the campus spread, many students are also joined in the attendance of the team. "I personally feel the activity of ' fire ' because of its innovative form, the process of participation is simple, as long as in the event site and billboards near the mobile phone lbs check-in, there will be a chance to win the gift drink and recharge card lottery and other prizes." Several of my classmates have been involved in the ' Master Kang Task ', the whole bedroom has been drinking the free plum ...

Xiao Zhang is involved in activities, in fact, Master Kang "new drink" plum to meet the heat, in the southwest (Chongqing, Sichuan, Yunnan, Guizhou) mobile phone "check-in play games" mobile integration marketing activities. It is understood that the event has 4 serial checkpoints, each pass can get different rewards, prizes from the 30-yuan recharge card to the stylish ipad tablet computer. "' The new drink ' activity once on the line won a high degree of concern, in addition to the stimulation of the prizes, I think the main reason is that it integrated the mobile marketing of a variety of new play, such as micro-bo, mobile newspaper, mobile games and other new experience, viral spread of the ' new drink ' fashionable and healthy brand core. "Master Kang Marketing department related responsible person said.

Breakthrough conventional sharp electric shock mobile internet

As the fast-extinction industry's giant, Master Kang has spared no effort to explore new marketing methods, in order to discard the past one-way, rigid communication ideas, to bring consumers a brand new experience, "The new drink" is a master of the practice of teacher Kang, in the study of new marketing practices, The planting and deployment of plum, which was launched last year by the joint Renren Happy Farm, won more than 500,000 followers.

Into the 2011, Micro-blog, lbs and all kinds of mobile internet applications, so that people acutely feel around the network marketing environment has changed. The latest data released by Enfodesk, the China Mobile Terminal market in the 1th quarter of 2011, the total number of domestic mobile phone sales amounted to 66.74 million (excluding black mobile phones and parallel mobile phones), of which, 3G mobile phone sales reached 19.07 million, compared to the last quarter of the quarter-on-quarter increase 26.8%, By the end of March 2011, China's smartphone ownership market share has reached 13.8%.

The growth of mobile users, the migration of users ' attention and the trend of media fragmentation have also prompted Master Kang to innovate and change the way of marketing. "In the era of information fragmentation, consumers have no time to contact a large segment of advertising, but also refused to preach, only close to their information reception habits, to take a fun way of marketing, to arouse consumer resonance." "Master Kang, director of the marketing department," the Master Kang "new drink" positioning in traditional Chinese drinks, the purpose of China's traditional beverage innovation to carry forward, so the ideal consumer group is 20-29-Year-old youth group, and mobile phone is this part of the crowd to receive information, interactive entertainment, an important carrier, Mobile marketing is also based on the choice made. The survey data of China's smartphone users report 2011, recently published by Analysys International, also confirms this, among the Chinese smartphone users surveyed, the 21-30-year-old users accounted for nearly 70% of the share, no doubt, the main users of smartphones have been labeled "".

In fact, this is not the first time master Kang drink into mobile marketing, as early as in 2009, Master Kang to choose with the domestic leading mobile advertising service provider hundred points of cooperation, jointly held the "Master of Ice black tea-force pioneer National Band selection Activities", through WAP push + Wireless internet site Interactive Promotion program, so many people like music of college students to become ice tea fans. Master Kang Marketing director told reporters that mobile marketing has the threshold of specialization, both the ability to have accurate user demand mining, but also to the mobile marketing technology innovation, so with professional mobile advertising company is very important. Once again, it is also a combination of past experience on the recognition of professional services.

Online with mobile marketing

Different from the previous single line communication mode with short MMS, the biggest bright spot for Master Kang's marketing service is the integration of all the promotional resources under the mobile Internet line, and relying on its rich experience in mobile marketing, professional planning and integrated channel resources, will be the most popular mobile phone position of the young people "check-in" With the app interactive games, through the micro-blog, forum, MMS mobile phone newspaper ads, MMS and other three-dimensional transmission, so as to play an amazing transmission of energy.

Consumers accept the "sign in play game to create a new popular" task, through the mobile phone in the event site and outdoor advertising place to sign in, you can get the corresponding medals, through the signature can win lottery opportunities, there are series of interesting links on the line to participate in the campus, so that the offline activities, to achieve a wide range of online transmission. In addition, a "handed down new drink" tailored "handed down treasure hunt" small game, but also let consumers in the game naturally understand the plum production process and thirst effect.

In addition, the hundred-point contact with more than 20 newspaper group cooperation of MMS mobile phone newspaper advertising, app-oriented l-sense mobile internet advertising platform for the integrated use of the activities of the online impact of further expansion, consumers through MMS received Kang Master "creation of new drink" activity special issue, an article " Kang Master Plum Love "also let it in the hot summer encounter cold, sour, sweet love taste." Above these innovative mobile marketing means, with the LBS promotion, microblogging forwarding, SNS soft communication, BBS forum spread, to achieve the spread of the story, let Master Kang ' new drink ' activities influence fission-type promotion, also make it in the beverage brands such as Clouds, Category homogeneity of the phenomenon of serious market competition in the rapid out of position.

Due to press, the activity is still in the fiery, for the effect of activity, Kang Master Marketing department said: "The effect is beyond imagination, very confident." ”

Wang Yu, senior vice president of communications:

As for Master Kang's "new drink" and the work of the case, I think it can be from three aspects to analyze its value:

The first is the innovation of marketing. This can be interpreted from two levels, first, the user infiltration means of innovation: the use of the most popular young people's favorite lbs, app games, which for the rapid infiltration of Master Kang's target consumer groups have a natural attraction; the second is the innovation of communication channels: integrated MMS mobile phone newspaper advertising, app advertising platform, Micro-Bo and other channels for Cross-media, Cross-media integration and communication, enhance the activity of exposure and participation, will be a ground activities of the marketing effect magnified to the extreme.

Second, the transformation of marketing power. Online check-in, to obtain the Master Kang Medal, the line to receive gifts such as drinking, online mobile phone check-in activities and online promotional activities closely combined to truly achieve seamless docking, the mobile Internet virtual experience into the real happiness around, thereby increasing the user's viscosity.

Third, it is to use social media for self communication. In the wet marketing era, based on feelings, trust of the mouth spread, in the brand image building and product promotion have a positive role, the event through the micro-blog, forums and other interactive communication, expanded the scope of the activities, enhance the brand goodwill, close the distance with consumers.

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