Successful marketing campaign in the network age

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

In May of this year, Canada's multi-strength pretzel, launched a 11-week "become a master of multi-Force and AIDS" event. During the campaign, the volume of the multi-force pretzel sales increased by 22%.

At that time, the multi-force duo held a taste naming competition, and asked consumers to help come up with a cool name for the new taste and create a 30-second long ad. Five finalists, by popular vote, supplemented by experts, the final championship can receive 28,000 Yuan bonus, and the production of advertising in the country broadcast. New taste in the future, all the profits, the championship can be smoked 1%.

As a result, the naming contest aroused enthusiastic response from the people. The website, which is dedicated to Facebook's social networking site, attracts 30,000 registrants. The website, which is dedicated to YouTube, has also attracted people to upload 2000 short films, a record of 1.5 million visitors.

Finally, a student from the Canadian film department won the first prize. He and seven students invented the "Cry cheese" taste. What they're shooting is the kind of yelling that people make in their daily lives.

Canadian Business Magazine Analysis, the success of the campaign is due to the first study of the target customer base media usage habits. The main customers of the product are 13-24-year-old young people, creating content and sharing the film are they are very like and good activities, so naming games can directly hit the heart of the target customers.

In addition, Tony Matta, marketing vice President of Canada's multi-force and AIDS parent company, said another reason for the success of the event is that the bonuses are surprisingly high and, in addition to a fixed bonus, the company adds an indeterminate 1% percentage of the actual amount of money ( Depending on the actual sales status of the taste, the Mata estimate is six digits.

Regardless of whether you think the number is high or low, this matter has been interesting enough to be discussed with others, especially in line with the attributes of social media, many users have thrown out different forecasts.

"Become a Master of many AIDS" activities, the integration of a variety of communication and marketing skills. The company cooperates with the popular television program, plays the contestant's short film, causes the more widespread attention, the speculation hot vote atmosphere, lets the consumer feel that they also may affect the product.

Then, the company's product advertising, deliberately with a vegetarian style, hoping to look like the content created by consumers, encourage more people feel that they can also participate in activities.

Finally, the company formally launched the "Call the Cheese" new taste, on the packaging to add firewood. The new flavor of the bag for the whole white, the middle has a sign of money, looks very eye-catching. When the consumer sees in the shop, it is easy to recall the naming contest. Some retail outlets also specifically put this taste independent of the display, so that customers are more impressed with the product, from a group of similar products to jump off.

Using the new media, and using the characteristics of the young people, Canada's multi-force has played a beautiful modern marketing battle.