Market case: With Dongguan incident combined Liangshan small partner beauty Marketing

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Dongguan incident, the attention of everyone to hold. The same time period, a higher level of nudity, but also the traditional role of "Pan Jin Pan" beauty map, as a hand travel products publicity means was exposed, attracted the author's eyes.

In my mind, such a set of pictures, both men and women, may point to take a look at it; the events in Dongguan are likely to spread better; but how many people will download its promotional hand tour because of these images? Is this input and output zoned? "Liangshan Small Partners" The release operators of the Dream City Interactive Small partners interviewed answered some of the relevant questions.

Beauty Marketing Effect: The official website PV download volume has not affected the retention

Dream City Interactive Operations team feedback, "beauty marketing brings the most intuitive effect is" Liangshan small Partners "official website PV sharp Rise, February 10 the day, the official website of the visit volume surged, the game in the official website of the download volume in a short period of time to break through tens of thousands of times, and" Liangshan small partner "Baidu related Web page has 883,000 For the personal most direct feeling, is the company staff's circle of friends has exploded, we all in the micro-letter, QQ Group to discuss the game, there are many media friends to find the details of the consultation (and to seek the whole set of HD large picture of Yo).

The operations team believes that, for now, beauty marketing has not found any negative effects, the expected impact of retention, and did not show up. Product 10th officially starting, "at present, the overall retention, pay, etc. are more than expected, relatively considerable, and now has not found negative effects." ”

Marketing Summary: Combined with the product, the outbreak point should be the timing

For this marketing summary, the team believes that there are mainly two points. "First of all, we are not pure beauty hype, the four models cos of the characters (Jin Lian, Shing, Pan, Creutzfeldt) and the game has a close relationship, but also a household name of the people, events and products naturally combined together, more likely to cause people's attention to products;"

"Second, the beauty marketing the timing of the outbreak is just right, in fact, is not our intention, but people and media friends have this incident and the current sensitive ' Dongguan ' link together, further increase the spread of the event. ”

Beauty Marketing Idea Source: Target user for "otaku"

"Liangshan small partner" is a spoof with the characteristics of the margin card game, painting wind and the plot on the taste are biased, play on the emphasis on heavy PvP and cottage interactive play, so the target users of the majority of men. For male users, especially the game of the Otaku users, "beauty marketing" effect is always tried; In addition, the margin as a household matter, the novel of women such as Jin Pan, Shing and other people also have a very high visibility and topic, relatively easy to arouse the attention and discussion of players.

Marketing channels and Rhythms:

Considering the characteristics of short time break in the Hand tour promotion, in the early days have been doing soft wen preheating, all the picture material in the first day of the game release, concentrated outbreak; At present, the United States map material covers the vast majority of game media, micro-credit, micro-blog and gaming forums and other channels, including many players spontaneous transmission channels.

Editor's note: Apart from the beauty map, the marketing team also prepares a lot of materials around the four-point woman in the margin to spread. The promotion of the product's own characteristics has not been reduced.

Product Operation Rhythm:

February 10, "Liangshan small partners" in 360 mobile phone assistants, 91 assistants, UC, millet, Baidu how cool, when the music, Peas pod, Android, Thumb play, thousands of feet, in the hands of the center, 4399, Oppo application stores, application sinks, Bao soft, such as 15 major channels joint starter. March will have a large version of the update, heavy PVP and cottage play will be the most important, we will also adhere to a month after the pace of a large update, and continuously provide players with the freshest best play of the game content.