The case and analysis of the fancy web-site marketing

We have to face the fact that in this rich, magnificent, and http://www.aliyun.com/zixun/aggregation/35925.html "> Cyber World, it is difficult for us to succeed." No matter how much we want to get the user's attention to our brand customers, or to what extent we may not be able to achieve the desired goal, we never seem to feel enough. We always think that tomorrow our biggest competitor will launch a new micro-website, game or social media feature, and then we're going to start sneaking around and making a new counterattack plan. Our only consolation is that we believe that for some reason we will succeed at some point.

But it's not clear when that moment will come. For some brands, they are more likely to succeed when they have the least expectation. For example, when Chevrolet invites consumers to create their own Chevrolet Tahoe ads, or when Skittles launches a new home page full of social media, jokes, etc. There is no doubt that these ideas seem to be golden in the brainstorming process, but there is a lot of risk. But high risk also leads to high returns, as Levi's, The Good times and HBO, confirm in their online activities and offline activities.

So, how do you know when to say "Hey, this stunt is more about form, not physical." "Or do you think something is too exaggerated?" Is it not even possible to anticipate in advance how consumers will respond? If you know, whether you will sacrifice your golden, or let the advertising run, a certain hype, whether positive or negative hype, will promote brand awareness? Consider the following Super fancy marketing campaign to see if you can come up with these ideas or think you can come up with a better idea. You can also comment and rank the likelihood of success in these cases.

The sweetest website?

When Portuguese beer brand Sagres to launch a new chocolate-flavored beer, the company asked its digital agency to devise a unique way to promote the product. The final result: the introduction of a completely chocolate-made website. The agency designed the site and hired a chocolate craft master to make every component of chocolate meticulously, take photos and upload them, and really become a chocolate website. Prior to the event, the brand invited users to design the sample, combining the chocolate site with the new beer.

Is it unique? Unique, but may not have reached the level you imagined. This April, Whittaker's chocolate launched the "World's first Chocolate website" in New Zealand. Before inviting visitors to the site, the brand created a homepage stencil, filled it with Whitaker's chocolates, made a panorama, and then split it up into a separate button, then photographed again to showcase the chocolate-making process.

Do you think these digital marketing stunts are smart or a little weird? Is the idea sweet enough to attract consumers to buy the product, or more than that, consumers are more interested in these products than the site itself? These are the issues that marketers must think about before they take this approach.

Will it be a flash in the pan?

If how to attract consumers to pay attention to their digital marketing activities are not so sure, the brand will invariably choose flash. Although this approach is easy to show the fun of the activity and the function of the brand, sometimes the way we use it may be overdone and require us to grasp the standard.

The famous American jewellery brand Tiffany (Tiffany) has recently launched a campaign called "What Makes Love more real". The site has made a lot of preparations for the event: a romantic brand advertisement and an invitation to the famous Hollywood star Edward Burns to be the director of the AD and run it on the website. At the same time, the brand also launched a "Love Everywhere" interactive version of the map. Users can map out where they have had romantic moments around the world and can send anonymous posts to share their romantic experiences.

In addition to asking yourself whether the site evokes the inherent romance of the brand and its products, we have to wonder if there is any improvement to the site and our branding activities. Does it make full use of social media to ensure continued viral marketing and growth? Are social interactions for consumers limited to the brand site?

Similarly, the ice cream brand Magnum's advertising "Happy Hunting" (pleasure hunt) also has similar problems. This ad is a perfect use of flash technology, but the display of things may be the consumer has not seen at all. There are some video games, part of the digital adventure activities; while walking through various promotional sites for luxury and services, users can control the behavior of advertisers, collect a variety of ice-cream bars: Avoid wildlife in a site's African safari park, and push down a bunch of buttons on another site to get an unreachable ice-cream bar.

The Advertiser's intended advertising term is "ultimate fun". Does the website reasonably convey this information? From a few minutes to more than five minutes, users can reach anywhere, but the length of time depends largely on the speed of the user. Does it take too much time and effort? Will the user give up halfway?

Different readers may have different views on these cases. You are welcome to comment and discuss its success.

(Original: June 23, 2011, compiled: Zeng Cui)