"Vivo Xplay Guinness World Records" case success reason

Summary: Content marketing, also known as native advertising (nativeadvertising), since the American Fred Wilson by the majority of people in the industry, and become the current U.S. marketing industry is a hot, and in the domestic market has gradually been sought after. "Inside content marketing, also known as native advertising (nativeadvertising), since the American Fred Wilson by the majority of people in the industry, and become the current U.S. marketing industry hot, and in the domestic market has gradually been sought after. "Content is advertising, advertising is content", the Internet advertisers have placed high expectations on this new concept, many people call it: the Internet advertising into a clear era of the milestone.

Common content marketing can be divided into: title, implant and customization. In the previous content marketing cases of domestic enterprises, the practice of naming and implanting is very common, and the custom practice is relatively rare. There are few customization practices in Internet content marketing. But this one is currently the most popular exploration object in international marketing circles. Recently, "Vivo Xplay the world's largest mobile phone orchestra Challenge Guinness Record" is undoubtedly the domestic content marketing in the customization of the typical case, for this reason, "advertisers" magazine interviewed the case of the cast members and participants.

Customization content is important, accurate, creative, and cross boundary is essential

"' Vivo xplay Guinness World Record ' is a customized Internet content marketing program for Vivo Xplay smartphones. "Sohu It marketing deputy general manager Cai Jingtong said, Vivo Xplay smartphone product selling point is the ultimate HiFi image, product target crowd is the young people who love music, especially" play "music enthusiasts. This group of young people have common characteristics: like music, full of dreams, the courage to achieve, willing to challenge, full of creativity. They all have a very independent view, some people are very sharp opinion leaders, so want to customize their marketing plan, and the target audience with a high degree of agreement of marketing ideas is critical.

Vivo Xplay smart phones accurately captured the target crowd like music, willing to challenge the characteristics of their tailor-made "Vivo Xplay Guinness World Records" marketing program. Through a lot of research, the designer of the marketing program found that most smartphone users, in addition to listening to music, are also interested in playing or singing the music personally. On the basis of such a large data, the marketing team decided to let the target crowd use vivo Xplay smartphone to personally build their own fi the ultimate image of the festival, but also to let this feat into the Guinness World Record-the largest mobile phone orchestra concert.

Vivo Xplay smartphone found 223 musicians and invited professional musicians to form the world's first vivo Xplay smart-phone orchestra. Unlike other orchestras, the musicians in the Vivo Xplay smartphone orchestra are not professional musicians, but music enthusiasts who are not playing real instruments, but vivo xplay smartphones. A mobile phone orchestra made up of music lovers to do a formal show and to break the Guinness Book of World Records is an attraction for anyone, especially for digital music enthusiasts. It is reported that vivo Xplay Smart mobile phone orchestra in Beijing Modern Music Institute of the performance Hall debut, the audience will be greeted with enthusiastic applause. Many viewers in the show are pulling out their own phones to try to play with the ensemble. When the Guinness World Discipline official Charles Wharton to the organizers issued the Guinness Book of Records certificate, the whole audience boiling, many participants are more than the tears of excitement. "This is a challenge and pride for young people," said Zhu Guyang, a musician. Even if I am going to be a famous musician in the future, I may not be able to compare myself to my present mood. "

The content of custom content marketing can be rich and diverse, especially in the Internet media content is breaking through the shackles of traditional media. This undoubtedly provides a space for many marketers to imagine their imaginations, but it also creates a lot of grandstanding to attract attention. So the Vivo Xplay the world's largest mobile phone orchestra to challenge the Guinness record of the practice is relying on those bright spots to stand out? "From the ' Vivo Xplay World's largest mobile orchestra ' we can see that the audience is willing to participate in and excited about the reasons, on the one hand, and the marketing content and target group characteristics matching the accuracy of the relevant, on the other hand and the content of their own wonderful ideas are inseparable. "

Spread the channel of sharing in essence not much

In recent years, the social media, which is represented by micro-blogging and micro-credit, has the characteristics of fast propagation, wide range and great influence, and has become an important way to disseminate enterprise information. Whether the traditional entity enterprises or film and television drama production companies have invested heavily in the establishment of a new micro-era marketing model.

For the dissemination of channels, the case of the creative staff Cai Jingtong said: "Vivo xplay the world's largest mobile phone orchestra," The main channel of communication to select Micro-bo, micro-trust friends Circle and from the media. Although these three are the current network marketing more common communication channels, but few people pay attention to their communication role and channel combination strategy. "Vivo Xplay Guinness World Records" in the original formulation of communication strategy is very clear: through the sharing of the target population to expand the effect and influence. There is a need to choose the channel of communication around three points of interactive sharing, goal precision and influence. So it is obviously not appropriate to integrate traditional media to make a full range of reports. At these three points, micro-blog, micro-letter, from the media is undoubtedly the best effect at present.

It is commendable that in the process of dissemination, the audience did not feel that this is an advertisement, and that this is a very interesting content. First, "Vivo Xplay the world's largest mobile phone orchestra" from the content itself to let people feel the slightest taste of advertising, followed by the dissemination process has always been around the world's most, anecdotes, anecdotes and other popular topics for implantation. This approach allows audiences to learn about product information from start to finish by reading an interesting piece of news instead of watching ads. The results also prove the success of the channel combination strategy. The first microblogging forwarding number nearly 15,000 times, triggering the mobile phone circle, the music circle a large number of Kol active forwarding, as well as the root of the large scale. Since the media Reds @ Leave a few hands concerned about the report, and will "vivo Xplay the world's largest mobile phone orchestra" editor into the top ten most wonderful world record of the long micro-bo, a strong top Sina Weibo ranked version of TOP2, received comments on the Million times, reprinted nearly 25,000. As of July 1, 2013, Sina Weibo search related information more than 92,422, preliminary assessment of over billion fans. Another key channel micro-letter, through the circle of Friends Word-of-mouth dissemination, event short video in 24 hours of nearly 100,000 playback volume.

Understand the feelings of the audience, the interaction can be more in-depth

Now has entered the "micro" marketing era, more and more enterprises began to use micro-blog, micro-letter and other social media for brand marketing. Microblogging, micro-credit marketing, although it is commonplace, but the real can do a few. "How to accurately find your target customer base in marketing and then interact effectively with the target customer base is the real meaning of micro-blogging marketing." The premise of achieving this goal is to understand deeply the feelings of the audience, and the audience with the breath of the fate. "Participants in the music show that both the" Vivo Xplay the world's largest mobile orchestra, "The idea of microblogging, micro-credit circle, media channels for the selection and promotion of the way, all reflect the vivo xplay smart phones to their young population understanding. In this study for work, work by the age of spell dad, when the young people's dreams and hopes have been broken by social bad atmosphere, this society needs a big thing to cheer for the young people. "Vivo Xplay the world's largest mobile orchestra" has done this. "Who says young people have no dreams?" The Guinness Book of World Records is the ultimate pursuit of the best performance. "A lot of the comments from Weibo show young people's reaction and fondness for" vivo xplay the world's largest mobile orchestra.

Finally, step by step High (002251, share bar) Communication company Network Promotion Minister Feng Yufei said, "Vivo Xplay Guinness World Record" case can be successful, the main reason can be attributed to the following: First, Vivo marketing team in case design on the idea of the importance, Original idea is very easy to attract audiences and gain goodwill. Second, the marketing strategy is very clear: to reflect the product selling point (FI) and promote it as a perceptual information (realize the Dream), through the young music lovers deduction, access to the audience identity, close to the target crowd distance. Again is the resource combination, part is the marketing content resources combination Professional music person, the digital music talent, the authoritative music organization, the Guinness body and so on, each piece of resources has done ningquewulan, but the investment is also quite huge. The other part is the dissemination of resources, micro-bo, micro-letter, from the media have chosen a strong influence of resources, so that the dissemination of the effect of the guarantee. Finally, to promote the implementation of the marketing plan in each phase of the Vivo marketing team have done exposure, tracking, revealing and other appropriate promotion, to ensure the effectiveness of the program and influence.