Tens of millions of people "Rob", refresh O2O Interactive marketing record

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From September 1 to September 14, Mengniu Dairy Joint media and Qihoo 360, nationwide to conduct a "select Ranch pure Milk Robbery Select pasture" Interactive marketing campaign, equipped with a new version of the 360 mobile phone defender of Android mobile phone users, equipped with a distribution of LCD screen elevator mouth (connect free WiFi) or in any network location, as long as the "shake" mobile phone, you can participate in this activity.

Event Awards are set with milk, Meng niu, alfalfa, towel, cow dung and other 5 items, respectively, from free to 92 percent of five different value coupons, the winning rate of 100%, and users can repeat, after the jackpot into the Mengniu Happy Train Mall or Mong Nuiten Cat flagship store can redeem prizes.

With the coverage of the media, as well as 360 mobile phone guards shake, produced from the Mengniu selection of pasture China's first two-dimensional traceability of milk marketing activities have achieved good results, the activity began September 1 the day of the participation of about 500,000, as of September 4 more than 16 million people participated, And nearly tens of millions of people every day.

Throughout this interactive marketing campaign, there are at least three aspects that are well worth the attention of the advertising and marketing community, first, the mobile internet era, advertising demand changes; second, the audience and other building video media market position to regain new life; third, internet enterprises in the joint marketing play a role.

Where the consumer, advertisers are, as the mobile internet gradually live, consumer life contact changes, the mobile phone has become the user contact with the world's first information source, and this change led to the demand for advertisers change.

The positive change of the Mengniu advertisement is only the precursor of the comprehensive change of the traditional enterprise advertisement. Mengniu in the dairy to see the combination of O2O and mobile Internet interactive Marketing achieved market results, marketing strategy on the follow-up will inevitably occur, as a result, this form of advertising and consumer real life closer, second, The effect of the profound marketing interaction is stronger than the traditional simple and rough way of information dissemination.

Mengniu took the lead in eating crabs thanks to its flagship "China's first two-dimensional code traceable milk, the realization of consumers to select the fine pasture Management information 0 Distance Understanding" market concept. In the context of domestic dairy problems, mengniu through the combination of mobile Internet form to build consumer confidence in the purchase, by scanning the two-dimensional code on the outer packaging of milk, it can be traced back to pasture information and the interactive form of detailed management details of the pasture, at least to reshape consumer confidence, especially before competing products have similar services is a very prominent product selling point.

In fact, combined with the audience, 360 mobile phone guards shake the interactive marketing activities in a very many industries are very suitable, Mengniu led the milk industry is only one of the two-dimensional code to sweep the milk source only the Mengniu combined with its own industrial characteristics and the design of a new market promotion means, In fact, this new era of marketing methods can be used in the whole food industry, also suitable for the clothing market, home appliances market, home textile market, etc., as long as the 2C market for the products are basically suitable for mobile internet age O2O interactive Marketing.

In the mobile internet era, as a representative of the building video media market position to regain new life, in the near future, the audience on the building video has a functional upgrade, increased free WiFi function, as long as the distribution in the vicinity of the LCD screen can enjoy the free WiFi, This is a daily elevator for the office workers have a great attraction, in this way, to strengthen the offline users with the ability to connect.

The focus of the Mengniu "Select Ranch" brand promotional activities is based on free WiFi features more effective marketing interactive experience, which is much lower than the user on the screen to scan the threshold of interaction. Before that, the audience was just in Shanghai and hungry for a targeted interactive marketing attempt, the effect of free wifi is indeed much more obvious than sweeping code.

This is an unprecedented O2O interactive marketing, the audience has evolved into the strongest O2O interactive platform, through this activity has highlighted the marketing value of the audience, the audience from the past 1.0 models officially upgraded to the Audience 2.0. Previously, the value of building video advertising is more of the extension of television advertising, not only broadcast content and television advertising the same, even the audience feel indistinguishable.

And the free WiFi generated by mobile internet not only improves the interactivity of marketing, but also allows the advertising transformation to be checked, which is the market change that advertisers are very happy to see. Through interesting activities can not only reach the brand depth of communication, and import nearly tens daily traffic to the brand Online mall, which in the traditional offline media marketing history is not only.

In the near period, free WiFi marketing has become a popular entrepreneurial field in China, many enterprises have been targeted on this piece, free WiFi marketing is the most suitable place to stay longer than the scene, such as waiting for a bus, such as elevators, however, the current station can be used to build free WiFi resources are generally too few, high prices, Upfront investment cost is large, this let the audience as the representative of the media enterprises with building TV resources in the free WiFi marketing market First step.

Relying on huge offline resources, combined with free WiFi, the O2O has become the most powerful interactive platform in China, based on the breadth of hundreds of millions of target buildings per day, the Mengniu Select Ranch "Rob" activities not only daily near tens flow into the online mall, And let the new brand realize the value of interesting and effective communication, by shaking it, shaking out a square pocket. The selected pasture is a cow and a towel, shake out a radio can know the selection of cattle in the pasture is listening to music grew up, Mengniu "Select Pasture" product content and characteristics of the interactive marketing to be fully demonstrated, This is unthinkable in the past.

The audience as the O2O Interactive marketing line under the platform level entrance, the future has a lot of opportunities to win over the major mobile Internet products, difficult to shake the offline building video distribution advantages, so that the audience master the initiative of cooperation with the mobile Internet enterprises, and the cooperation of the Internet enterprises to promote their own products or electric business enterprises to promote or better, In the landing O2O marketing need to rely on the O2O of the distribution channel, this allows the O2O of the interactive marketing of the value of the portal to highlight, and Internet enterprises rely on the advantages of product users to play a role, the same can get a huge advertising revenue.

Throughout this "robbery" activities, from the offline launch one day to achieve tens user's mobile phone interaction, in China's marketing industry has created an unprecedented record, it is worth many enterprises to learn from and think.