Taking stock of 2014 of those good marketing cases

Of course, this is a challenge, but also a chance--2014 years these cases are good.

Micro-letter Red envelopes, "Pearl Harbor Sneak Attack"

According to the micro-letter of the official data published during the Spring Festival: New Year's Eve to lunar 4 o'clock in the afternoon, two days to participate in the robbery of micro-letter red envelopes more than 5 million users, a total of more than 75 million red envelopes. But that's not the point, or it's not the threat that really makes Jack Ma and other Internet companies wary-the red envelopes are just a momentary thrill, and the effect of the rush to get a large number of users to bind to micro-credit payments is the biggest dividend of this social event.

The intention of the micro-letter red envelopes is very clear, if you want to raise the amount of red envelopes, you must bind the bank card to complete, this will undoubtedly directly encourage users to experience micro-letter payment, and once the scale of micro-letter payment formed, in the future, micro-letter in the hands of the tour, the electric business and even personal finance on the internet would gradually

Through an activity, through the entire commercial layout of the first threshold, "Rob red Envelopes" the value of immeasurable.

The Haier brothers play "change Outfit"

Do not underestimate the user's creative ability and ability to spoof, otherwise the result, you know ~

Haier in order to give the "Haier brothers" have been naked for many years to buy a decent outfit deliberately on the internet launched a new image collection activities, however, the two people's image is really minutes by netizens "play bad", and even a lot of work by serious staff from the active page directly deleted.

Despite the success of the topic of hot discussion, the work of the microblog on Weibo, while the brand also rarely have a chance to close to consumers, but Haier does not seem willing to make the scale too big. After all, encounter to pick up soap this matter, Netizen really can't stop.

Coca-Cola Lyrics bottle

Perhaps because the 2013 year nickname bottle of the summer campaign to the Coca-Cola sales brought 20% growth, perhaps because the bottle on the fuss is indeed very "forced", in short, the lyrics bottle is so!

With the experience of a nickname bottle, Coca-Cola's promotion of this lyric bottle is familiar: customized product launches for opinion leaders, the use of star effects, Kol and influence on social networks, creating information highs, and then triggering active fans to follow through social media In turn, the spread of social media has been used to influence more ordinary consumers.

At the same time, Coca-Cola official Weibo also intentionally or unintentionally released lyrics bottle related content, such as, let fans say their favorite singer's lyrics, according to the text description guess songs and so on. Until May 19, Coca-Cola officials released a group of pictures, announced the official lyrics bottle listing.

However, the influence and reputation of "lyric bottle" does not seem to be like last year's nickname bottle, is the concept of old, or inadequate implementation? Coca-Cola seems to have more questions.

"Wash the white" road

In order to "wash the white", the MO is really not less trouble--hair white don't know, movement is really not small.

In order to tie in with its name poster, MO in social platform launched # Help Mo mo Wash in vain # Copy collection activities, select 50 of users to create a copy of the poster, and spread in the social platform spread, so that UGC become the effective content of white movement.

With the help of social platform to make a direct voice, can not only effectively with the "about X artifact" farewell, but also to highlight the brand culture Circle group culture and interest aggregation characteristics, encourage users to actively meet like-minded people, to explore the rich possibility of life.

Adidas World Cup marketing, the last win is really win

As the saying goes, "laugh to the last laugh best"--before the World Cup, by Nike "All" pressure of the breathless Adidas, as the tournament in-depth use of micro-blogging platform for real-time marketing to recover a city, even to the end of the Nike's thunder.

Every tweet with the # King or loser #all in or nothing# tag, every poster that clings to the game, and every simple, powerful creative copy, in the one-month battle, seasoned Artie interprets the low-key luxury of a "protracted war" in marketing- There may be no brilliant climax and deliberate burst point, but there is a solid foundation to step down.

Many years later, when the posters and copywriting were turned back, the details of the game had been recalled, and who could not like it?

German car, champion of the strongest support group

The German team performed well during the World Cup, making the German brand a bit more confident in marketing, with the car brand in a social networking move impressive. You guys really don't have an appointment?

More often, whether the media, or the public are accustomed to use the "competition", "PK", "gunpowder" to describe the relationship between competing products, it seems that only in order to detonate the eyeball, attract viewers. And as Germany moves towards its peak, a "sense of teamwork" among German car brands is becoming increasingly apparent, Mercedes-Benz, BMW, Audi, these competing brands in the country's great honor to choose to collaborate-even if not divided, the common good is obviously more than blind "tearing" and irresponsible "pick" to appear more atmosphere.

The "little tail effect" of a mobile phone

June 28, the World Cup is very busy, careful netizens found that the iphone has been used to Liu Yixi suddenly switched to a mobile phone, after a period of time until the end of the World Cup, there were more than 40 "tweets from a mobile phone not to be"--though the "Liu Yixi Weibo brand show" could not be snatched from Procter and Gamble. The first time, but a plus mobile phone this "perseverance, perseverance," the implementation of a lot of opportunities for exposure.

After that, whether it is Adidas, Gado, or 3D hand tour of the micro-blog implantation, even if it occupies the eye-catching position of micro-bo pictures, but after all, can't shake off the "small tail exposure" effect.

Before and after the World Cup, there were no fewer than 10 brands implanted on Liu Yixi Weibo, most of them are 1-2 face exposure, and then nothing, like a cell phone so continued exposure to more than two weeks of the brand is really a fight ~ This should be the sentence: The big event is not afraid of your marketing is not good, afraid you did not appear, Did not brush out the sense of existence.

Siemens, "Don't want to wash the dishes" creative show

If someone is willing to wash the dishes, then ta really risked being marginalized-the survey showed that 80/90 of the younger generation of people do not want to wash the dishes accounted for more than 90%, even in order to not wash the dishes is called "lazy cancer" does not matter.

To sell your dishwasher, Siemens aimed at this consumer pain point, with a micro-bo trumpet as the fuse, and then detonated the topic, activating everyone's heart that share "I do not want to wash the dishes" of the complex, at the same time with the help of social platforms to expand and extend the mood, so as to expand product awareness of the purpose

A poke at the bottom of the center, with a low threshold of participation, stimulated the audience's enthusiasm and participation, created an unexpected effect--less than two weeks, the media total exposure of billions, Weibo forwarded 100,000 times, comments 50,000 times, micro-letter reading nearly 80,000 times.

Go on!

Alibaba Group in the second half of 2014 released its new Tourism business brand "Go Ah", and for the "Go" conference site PPT on the "where not important, it is important ..." Go to AH "Advertising language, competition product brand" where "to respond quickly, and an unexpected brand melee so began ...

Ctrip, passers-by, easy to use cars, passers-by and many other types of brands have launched and "Go Ah", "where to go" related to the copywriting, so that the people who see the lively rivers and lakes sinister at the same time, have to sigh incredibly there are so many similar brands, really reading too little, but also some people guess this is not the house to discuss a good speculation together? "Yes, , the company is too hard to fight ~

Alipay ten year Bill spread heat

"I can't believe I spent so much money", "the original xx is tyrants ah", "you rank how much" ...

Since December 8 Alipay's "Ten-year billing Diary" was released, the circle of friends was brushed again-although forced to upgrade to pay the latest version of the wallet is a bit blunt, but in the "Sun Bill", "Look at the rank", "find the slot point" and so on curiosity and comparison of psychological do Chong, this is not a matter. Then there is the sigh at the beginning ...

And this is another proof of the secret of a popular social network: insight and simplicity--to make it enjoyable and fun to share on an interesting basis.