The new contact point of Network Marketing communication: The hot events are fueling

Moving a mouse in the hand can change the color of a building, which is a bit incredible!　　But it's true. Sony has launched a 3-month interactive marketing campaign for LCD TV "BRAVIA"-"Live Color Wall Project".　　During the event, just from the BRAVIA video shown on the Sony ad hoc website, the "glass straw" in the form of the mouse cursor to choose their favorite color, "drip" in the screen of the Sony Building, located in the Ginza of the Sony Building in the wall of the LED will be in an instant changes to this color.　　The 2008 Creole Advertising gold medal in this case the biggest aspect is the interaction, people can DIY way for the Sony building dyeing, feel the so-called ever-changing colors, from the experience of Sony "BRAVIA" brought about by the color experience.　　Set up a circle with a hobby to do "trap" once, the ratings, circulation, click Rate is reflected in the advertising effect of begotten, in the high ratings of TV program spots ads, in the circulation of large newspapers to put flat ads, in the flow of large Web page ads on the internet means higher advertising returns.　　However, only to achieve a higher advertising arrival rate from a dimension to measure the effectiveness of advertising, in fact, the media's own attributes, advertising content and creativity, the nature of the program and other factors will also bring additional effects to advertising and branding. "The degree of homogeneity of consumers in the past is higher, therefore, as long as the ads to find a large-scale platform, continuous delivery will get a good advertising effect, but since 2001 this situation has changed, this high investment model is not very effective, because people began to diversify the life, People are starting to form their own circle, and this change poses new challenges to our marketing and communications.　　Professor Guoming, director of Public Opinion Research Institute of Renmin University. In Guoming view, only to find large-scale marketing communication platform is not enough, but also more on this scale to form a more cohesive, more functional status of those contact points. "In fact, the scale of contact is only one aspect, the other is to identify, establish a circle of cultural identity, through the design of content to achieve value, breath, spiritual level of identity, and they can interact with them, which is the future of marketing communications need to build."　　"Guoming said.　　In the 1.0 era of marketing communication, enterprises only need to find a large-scale communication platform, the advertising message is passed out even if it is completed a transmission; In today's need to consider the characteristics of the circle, identity and emotion, marketing communications to reflect the characteristics of 2.0, that is, interactive, in the interaction to deepen the brand and corporate awareness. Su, global vice president of the International Advertising Association, believes that to be a circle, the first is to digitize, only the form of numbers can provide interaction, provide breadth and provide participation; The second is the community, which means to find out what this group of people like to do together, and how to unite the activities of the marketing,The third is the content, the content must be related to the target audience, these people are interested, they want to participate, so the choice of content is very important. "I think the best marketing communications activities are interesting, the target audience because they feel interesting and participate in the topic of the discussion or personally participate in the interactive communication, so that the target audience from the passive acceptance of information into active participation in information and content sharing and dissemination."　　"Su said. It's the direction of the vertical web site that never found a better profit point or revenue that couldn't make it through. Including some E-commerce sites, and now the capital is more inclined to consumer reviews site is also because of this reason, such as catering category of the public comment network, tourism hotels category to the net, in the digital community gathered a group of people with common interests　　, the advertising target precision, the arrival rate is quite high. Manufacturing topic interaction should be material 2.0 times of marketing communication to be able to reflect the digital, community, content and emotional massage, with more close to the consumer's content and topic closer to the consumer's distance, and marketing and advertising and content closer to the combination of interaction with consumers, and thus deeper with the target audience to communicate,　　Enhance the brand's preference. In the 2.0 era, how to design a topic of interest to attract the target audience, hot events and activities, to find the topic of the Idol and more participatory, is the key to bring marketing results. "Two-way interaction is obviously more in-depth than one-way communication, but interaction is only a means, rather than an end, to find the topic that can impress the target audience, and design can be interactive content, the advertising information cleverly integrated in which is the ultimate goal."　　"Sina Marketing Center General manager Ge Jingdong said. For example, in the Yalong of the uproar over the period of time, Lenovo in a portal site sports channel a Yalong related class news below launched a "Want to music on the music, even if the Yalong does not class" topic, after the point opened can see Lenovo ideapad--new video ads content.　　This title file form of advertising content launched the same day to get 110,000 clicks, and the number of replies also reached more than 2000. In the case of Sony's "BRAVIA" Live color Wall Project, Sony designed this interesting event to attract many people to try to replace the Sony building on the site, even on the street, the Sony building in the street, also put a few computers, When pedestrians pass the Sony building, they can also play the game on the spot.　　Virtually deepened the consumer to Sony color ever-changing, colorful feeling. In fact, in the internet age, the interactive means that can be used are endless, from the collection of works, product distribution, online survey to view comments, relay classes, game classes can be integrated into the brand information. For example, the interactive form of the collection of works can quickly accumulate popularity in a short period of time, understanding, understanding and strengthening the brand concept. Microsoft has used video sites to solicit "MicrosoftDigital Life Video Creative works, a short span of 3 months to obtain more than 2000 works, video content was on demand more than 100 million times, Microsoft cleverly put its own brand concept into the original video works. The interactive form of the view comment class can correct the audience's understanding, answer the audience questions, establish the word-of-mouth effect; product distribution class can achieve the product trial, improve product transformation; the interaction of online survey class can bring the audience information, background information feedback and collection to the enterprise.　　In addition, forums, blogs, post bars, minisite feature pages, photo albums, podcasts (video sharing) have also become interactive platforms that can provide a matching feature.　　With Kobe Bryant Interactive when Bryant's official website settled on Sina Sports, a series of integrated marketing around Bryant began to come out, Kobe Bryant's official Chinese site in addition to bring great popularity, around Kobe's integrated marketing can be for Sina Sports and related product marketing bring a new experience. From interest to interaction "University students are Sina has been a very important group, with what kind of topics and events can hold them tightly, singing contest?" Or a job fair?　　Sina Marketing Center Director Ge Jingdong frankly thought of at that time, but with Kobe Chinese official website settled Sina, Ge Jingdong suddenly found the answer: is Kobe Bryant! According to the data provided by NBA Chinese companies, the global basketball population has surpassed 300 million. 83% of 15~24岁 's young people are NBA fans. And 1/5 of the NBA's traffic comes from China. This shows that the NBA has a very strong influence among young people in China. Kobe Bryant is undoubtedly the most popular active NBA player in China.　　Especially in the Beijing Olympics, Kobe Bryant is popular in China, even Americans are very surprised. And Sina wants to attract more young people to choose Sina by building a platform for Kobe to communicate with Chinese fans. Especially in the university student group, through to Kobe Bryant's attention and interest and more choice Sina sports.　　And to turn the student group's attention to Bryant into Sina Sports, we need to design a series of topics and interactive content. In order to attract more target groups, Kobe official website more infiltration of Chinese elements and culture, such as the opening of the Civil Service network of the Advisory Conference designed to become a courtyard image, but also deliberately for Kobe himself customized the Tang costume, the first time to let Kobe in Chinese endorsement.　　In the initial establishment of Kobe Bryant's official website, but also a special production of the Chinese wind Flsh title, the purpose is to hope that users to log into the home of Kobe Bryant, it felt that there is a strong Chinese wind blowing. In Internet marketing, blog marketing is the most interactive means of value. From January onwards, Cobibo passenger traffic continued to rise, a single post of netizens reply to the amount of up to 16,500, only 3 blog posts to break the flow of 1 million.　　With Kobe Bryant and the Lakers ' heroic performance and winning the NBA championship, as well as Kobe Bryant's July visit to China, the number of blog visits has exceeded 17 million times. With Kobe Blog as the main line, the interaction between superstar and netizens, virtual and reality docking, gave the blog a strong influence, a comprehensive led the Guru official website, the forum traffic continues to rise. The Forum for users set the "Ask Kobe Bryant" fast channel received sustained attention, the total number of page visits up to 3,318,989 times.　　In addition, Sina's special integral exchange activities also enhanced user activity and stickiness. Bryant once again became the focus of the 2009 NBA playoffs, with Kobe fans expecting Lakers to win the championship.　　Sina seize this hotspot, through occasion marketing, planning a nationwide "Apprentice Kobe Basketball Tournament", in the country 44 colleges and universities, a total of 3369 teams more than 13,500 entries, directly affect the number of people in the school more than 600,000.　　The story of Kobe and the Chinese boy Ann has become a very popular one on the internet. Ann is a high school student in the earthquake-stricken area of Sichuan. Lost both legs in the earthquake. Before the earthquake, Ann was very fond of playing basketball.　　Later Ann heard that Kobe Bryant in the civil service network settled in Sina, through the Sina forum to Kobe Bryant sent a letter to tell Kobe his current situation, and expressed his love for Kobe Bryant, and hope to get Kobe signed basketball. Kobe Bryant was hoping to help the boy after he saw the post. Kobe Bryant the first time to contact Sina Sports Moderator, after a series of communication and operation, Kobe finally and Ann had a telephone exchange, and finally to his signature of the basketball turned to Ann.　　The end of this event and many netizens push and reprint inseparable. Later Bryant through his blog, to Ann back a letter, in the letter to encourage him, support him. Hope he can go down bravely, continue to play basketball. Bryant's reply in many netizens also caused a lot of repercussions. More than 377,000 people have visited Bryant's reply to Ann, and more than 3,000 netizens have left a message in Bryant's blog.　　This incident also caused the domestic 14 television, print media in-depth reports. Cobiges also attracted the attention of advertisers, Wahaha has been hoping to seize the younger generation, in the interaction with them to establish communication relationship.　　Wahaha's beer catechins sponsored the "Apprentice Kobe Basketball Tournament", so that their products more directly into the campus market, and the sports field, on and off the college students group has a more intimate contact. "Of course, we also recognize that it is unrealistic to rely on one or two activities to build a brand." Through Sina Bryant Project, we first have to affect 600,000 college students groups. Then, continue to carry out 3v3 this kind of popular basketball match in more campus inside and outside, continue to make this concept bigger.　　Wahaha Marketing Minister Chen said.　　Sina through innovative operations and integrated marketing communications, in a short period of 5 months to make the official network of Kobe Bryant cumulative more than 58 million, this number is far more than Bryant himself envisaged 10 million visits. Dove Real woman in the "Dove Real Woman" ad case, Dove ads did not directly into their own product level,Instead, it starts with a topic that a lot of women are concerned about: a debate about the standard identity of the United States--only 1% of women around the world think she's a woman, and why, they look at themselves by the standards of others. This advertising language seems to have its own position, different, and advertising screen is alternative, the basic choice is the image of middle-aged women fat, but they are full of self-confidence.　　Dove advocates for women to pay attention to self-esteem, the real beauty is the beauty of self-esteem. When such a communication concept is moved to the Internet, there is more interaction, for example, for young girls to design a lot of games and problems, tell them not to be other people or the traditional vision of those beautiful standards tied, what is the real beauty, There are many ways of interacting that allow them to explore real inner beauty and different definitions of beauty. In addition, an online video advertising is also quite attractive: "Evolution" of the ads described a good looking woman by a series of make-up, computer PS, out of the image has been "unrecognizable."　　Advertising calls on women not to obliterate their natural beauty. "We can see that Dove put forward a demand for consumers, this appeal is an innovative thinking, advertising is not only the creative advertising techniques, and not just the creative advertising photography, innovation should be targeted at the brand characteristics." The brand base and gene of dove has always been natural, natural and pure. So on the basis of the brand to play its innovation, creativity. In different ways, consumers gradually pay attention to the way to build the brand's characteristics.　　Su, global vice president of the International Advertising Association. Original interactive "Pepsi Group Sound" March 2009 Pepsi and Zhejiang Satellite TV launched the "furious group tone" of the original music activities, in the country 121 cities to recruit performance bands, June singles out 10 original bands, into the Zhejiang satellite TV 10 competition.　　This is Pepsi, together with Zhejiang TV, Sina and A8 music to create an interactive platform for original music. And in the past, a one-way launch of their own brand claims, "the furious group tone" more prominent the original and interactive music, which is more in line with Pepsi "Pepsi I create" brand proposition. July "Pepsi Group Tone" official website settled on Sina, through the news, blogs, podcasts, forums, wireless and many other interactive platform coverage, showing the ten strong game process and behind-the-scenes tidbits, and the use of widgets, netizens vote, players points and other diversified products to attract netizens attention.　　And the band through the blog and fan group to carry out interactive exchanges, timely release of pictures, personal thoughts and other content. Because of the online TV, internet interaction, "the Furious group Sound" broadcast only 4 weeks of its ratings ranked second in the country, after the Hunan satellite TV "Happy Camp", and "Pepsi Group Tone" official website visits also exceeded 7.78 million, gathering point Flip Band blog popularity also exceeded 83000 people,　　One blog clicks up to 4,827 times. "Pepsi Group Tone" is a transformation for PepsiCo, said Dongbenhon, president of the marketing Department of Pepsi-Cola Greater China, which isEmphasizing the originality of music and the young