Spring Festival Evening Internet advertising, marketing war the greater the hotter

So now you've seen a few internet company commercials on spring night?

Internet companies are not new to advertising in the Spring Festival. 2015 The Spring Festival gala, we see ads Rob red envelopes to be soft, but seemingly a few small red envelopes have made a lot of people uninteresting, only by interaction has been difficult to please users.

But the Spring Festival marketing must also do. After all, for the Chinese, the Spring Festival is the most important annual festival, this time to impress the user, it is easy to spend a year. And a lot of skilled internet users migrate, and they become free preachers.

Moreover for the Internet company, the Spring Festival marketing has another significance. Those who have the money to advertise heavily in the traditional media, most of them large companies with billions of users, are going to sink from a first-tier city, just what they need to do. Also, any and O2O-related industries, need to be very grounded gas to touch the user, so you can foresee the new Year's advertising campaign will inevitably hit the hotter.

Tencent, Ali, Baidu, Beijing East, 360, users see only a product of the Internet, but can smell a lot of taste behind. Here are a few of the few that I've seen:

Baidu to brush "accompanying sense"

Baidu this year's main advertising is Baidu map and mobile phone Baidu, which Baidu map in 1 sets of CCTV and 13 sets, mobile phone Baidu in 6 sets debut.

To say mobile phone Baidu's Spring Festival marketing has been very good, or Wang hammer how to fire it. The mobile phone Baidu to maintain the Baidu has always been the exquisite production, the content is also a hot spot, the continuation of the "Run Brothers" "Clue + task" plot. Among them, Angelababy continue to play its witty "run Niang" true colors, through the mobile phone Baidu movie ticket online selection and voice search function, the first completed the plot of the film purchase ticket task. Obviously, mobile phone Baidu is focusing on the two main features of its products, one is to buy tickets online, the other is voice search, the former is the focus, the latter is a bright spot.

Look at the meaning behind it. First of all, the mobile phone Baidu as Baidu Mobile end of the largest portal, its strategic task is clearly the heaviest, so must be the protagonist. There are data shows that the current mobile phone is the two main entrance is micro-letter and Baidu, Baidu Mobile search of the monthly live users 500 million or even more than the micro-letter 400 million. I also startled, but carefully think about the day is to open many times Baidu. Many users should be like me, it is obvious that Baidu needs to let users create a "companion", the Spring Festival is obviously a good time.

Micro Shop

Tencent this year to the attack on Alibaba is omni-directional, drop fast merger is a draw, red envelopes is definitely a victory, the micro-shop to Alibaba's rear consumer-to-consumer electric power business impact. This 30-second ad does not know the percentage of the amount of money spent on pocket shopping. According to previous media reports, "2015 Spring Festival Lunar New Year package advertising" price of more than 310 million.

But the money is still worth it, the target users of the micro-store and the Spring Festival Gala coincide highly. In particular, three to five lines of the city have leisure family, eat folk credit and pyramid scheme, and now can not buy a house to buy gold, gotta find something to do. Yesterday at the dinner table relatives asked me, friends circle those who sell goods is how to get, can make money?

Drop & Quick: Get married and start making money

When it comes to a taxi, look at the drip. According to Liu, the merger began in early January, but when it came to advertising, it was estimated that the two sides were still competing, or how could it have been two minutes worse. "Sit a little better today." In the past some time in the subway and video website has been pushed overwhelming, the angle of entry is really good, there are "thank you", and "Thank You for Love." The slogan is "Outside the car, stay outside the car;" Take your own, give it back to yourself "; and" Thank You for your love. "Call attention to everyone you love, whether it is an elderly mother, pregnant wife or children home from school, to provide them with a high-quality way to travel, is the best return.

Obviously these two ads are for the industry, the pattern is higher, but not only in the competition with rivals. In addition to playing emotional cards, these two ads also play a role in educating users. Compared to the fast taxi app, the car is still a need to educate the user stage. These two ads directly distinguish the use of the car scene. After all, taxi profit model is not clear, or even long-term it is just a big entrance, but the car is able to see money. After the merger, should you consider the question of earning money?

Millet "Heng" possessed

The most should appear in the goat before the Spring Festival evening advertisement is not "Heng"? But it doesn't matter, millet was Heng possessed. The Millet 2015 CCTV Spring Festival advertisement "The Millet note Baa Baa", a pile of people to the mobile phone learn sheep bark, the sound of lossless transmission. This highlights the Millet note music function, another fashion article is the case, highlighting the music function of millet note, live instrument playing and mobile phone playback effect is consistent. Advertising effect to view aftereffect, although Heng let a lot of people criticize, but after all you remember it.

Here's another thing to say. Over the past few years, the millet mobile phone has been emphasizing the configuration, and now also began to emphasize the scene, after all, long spell configuration is not a good topic to talk about. Big Entertainment will be millet 2015 years of focus, so the ads are also brought.

Suning easy to buy, really Heng came, just that does not count

See Suning easy to buy ads, you will think this is Heng, just wronged millet. A sheep with a group of people on the side singing and dancing: Baa Baa Baa, buys buys buys. Rap: No matter red wine, not as long as the brothers, the screen switch to a few brothers take clothes with a wine suning box. Sea cucumber abalone lobster, challenge Dad and mom, switch to Suning bought these things family reunion. A sweet, melting hearts of lovers, screen switch a bunch of men to a girl vindicate, the sheep brought a gift box. Finally is EAPC dance, point out to buy the Spring Festival on Suning easy to purchase.

It's too special for me to see. I think this is Su Ning stressed that he not only sell home appliances, but a whole category of electric business platform. To buy things to Su Ning, by the way. Suning in the three or four-line city users in the heart of the impression is very good.

Market Girl

So many years of subway and television advertising promotion, Chen Yao and Xie na market advertising has already implanted hearts. Although the business is still 58 of the little brother, but the market advertising investment has already surpassed 58. CEO Yang Hao-hu said in a media interview last year that Net's advertising budget was over 100 million yuan during the spring Festival and that 2014 of the advertising budget exceeded 200 million yuan,

"Our advertising is a series, when Yao Chen led the donkey, now is Xie Na and Donkey, the future may be another star and donkey strung up to do this advertisement." ”

This year the new market girl announced, is the Queen "Fan Bingbing", just starring the "Wumei legend" Ye no two. The routine is still the same routine, but the Queen dress up "uniform temptation" or let a person see with relish. Think of Feng Xiaogang said that sentence, "I do not dare to change GE, but also afraid of the audience boring, every year to change the heroine."

From Chen Yao to Xie na again to Fan Bingbing, we can see the idea of the market election angle?

is the map cannon, from the first line to the five lines of the city's no difference coverage.

Let's make a summary!

Had so much to say. I've found that mass advertising is really for two purposes, competing for mobile portals and connecting people and services (O2O). And this year's internet advertising has a strong sense of the scene, tell users what circumstances with their own products. On the mobile internet, large companies must have access to the scene, and then cooperate with their own payment system, it is really a O2O road. A year-long taxi war ended with a quick merger, and now the movie ticket War has been a year in the taxi wars, but it may be hard to end up with a one or two-monopoly outcome. Which Baidu's opportunity is not small, it provides from the mobile end of the marketing to the overall solution of ticketing, will cooperate upstream of the industrial chain infiltration, and Ali also has a sharp weapon, not only the pre-sale let part of the film party moved heart, people have made their own films.

And, after 2014 years of experimentation and exploration, the link between big companies is likely to erupt in various fields in 2015. This year from the structure of Baidu's adjustment can also see some clues, search, mobile, new business of the three departments to a certain extent is to connect people and services as a strategic core. Tencent's ambition to connect with micro-letters is clear. Ali is pinning his hopes on large data, and has spent many years doing the bottom layout. As for millet, the industry chain also carried out a sharp expansion of the big expansion of content, hard to expand the smart home, I believe will soon from another road into this battlefield.

Said very tired, finally said the Apple. 2015 Apple also launched the Spring Festival Lunar New Year advertising "old record." 90 seconds, the granddaughter in the spring cleaning found a grandma in 1947 recorded the test black gum disc, granddaughter decided to use the Apple device to rip the vinyl disc and use the software to mix a track of their guitar and play, when she played the first three generations of "eternal Smile" with the ipad mini broadcast to her grandmother, Affection between the warm reappearance. An advertisement runs through a series of Apple products, which shows that the Chinese market, Apple more and more attention, saying that this advertisement is not flavor than us!

The last black Beans (heidouyy) Wish you a happy New Year Oh!