What attracts users to the World Cup?

Now on the samba ground in South America, the four-year World Cup will spark global attention. This is a good question. And in this long period of fan holiday, all internet companies must be full of strength, come up with a variety of tricks to attract users. Therefore, in the content that is the general trend of marketing, how should show better content, so as to provide more timely and effective information and in-depth insights, these are in fact need to carefully consider the decision-making level. However, regardless of the way, the most important way is to focus on their own strengths to make a big fuss, using resource aggregation to attract users to participate more widely in the activities, thereby increasing user stickiness and retention. So, when the World Cup begins to come near, how is the Internet enterprise playing?

Core content support field, mobile video pull volume?

If it is from the news report, Sohu's self-made content level has always been praised. And this time, it's no exception.

In addition to the World Cup's broadcast rights, Sohu also covers a wide range of multi-dimensional content including World Cup news broadcasts, star reality shows, Cross-border Dialogues and World Cup superstar interviews. It looks great and the coverage is good. At the same time, Sohu also received Xinhua reporters in front of the media occupancy, these scarce resources is quite worth looking forward to.

"World Cup interview places by FIFA directly issued to countries and Regional Football Association, only a very small number of international news agencies directly issued quotas, the Xinhua news agency has 49 interview places, occupy the domestic media total quota of half." ”

But Sohu also has its own problem. In recent years, the big Sohu video has become one of Sohu's core demands. Compared to several other competitors with the Godfather property, in the World Cup such an entrance diversion is not obvious, some of the core content of the existing situation, how to better conduct diversion? How to achieve the ultimate effect of World Cup marketing?

Charles Zhang's answer is mobile video.

As early as the 2010 World Cup, data from Lightspeed, an international online survey service provider, showed that 82.7% per cent of respondents surveyed the World Cup through the Internet, more than traditional media such as television. With the popularity of smartphones and mobile internet, mobile-end screens this year will be an important way to get information about the 2014 World Cup. Watching mobile video's relatively expensive traffic costs has been one of the great obstacles to its popularity. So Sohu and China Telecom launched the World Cup free flow watch cooperation. After crossing the tariff barrier, it may bring huge traffic impact to the mobile application of Sohu video.

The quality of the content supplemented by external diversion, logically is a good business activities. But the relevant content and form whether the mobile end, operation and promotion is effective, the flow of cooperation is a valid win, everything will be after the World Cup review.

World Cup social, what is that?

Before you talk to someone about the World Cup, at least pretend to be a fake fan. To export something, you must quickly obtain effective information. The way to get these effective information, in addition to news reports, is the social path.

That's why Facebook hopes to "put all the information into its pockets" by launching mobile data products at the World Cup. They believe that rapid access to effective information and sharing is an effective solution to increase user activity. The service is expected to cover 500 million football fans who want to challenge Twitter and even large networks in this area.

"In 2014, we had a mobile stadium in our pockets for the first time. You will watch the game in this way, learn the score, get statistics, substitutions, injuries and other information, and share. This is very attractive to marketers. ”

Stimulate the enthusiasm of the user to participate and share, this interactive play will become social networking sites or tools of the conventional tactics.

The data report is not sexy, play happy is important!

For a group of more than 80% fake fans, those data recordings are really unimportant. Find a by the people together all kinds of high, turn a news let everybody know I brush existence, pious false nodding ball Emperor cheat sister happy. Perhaps these are the greatest values of the World Cup.

So, to the World Cup, occasion hype, offline interaction has become the Internet company marketing must do things.

In the big background of Ali's stake, we can see a variety of marketing cases for one months.

Tencent Wang Old Kat cooperation, with both tips push and quiz to achieve mobile end-to-end social sharing.

The "Old boy de World Cup Carnival" event focuses on the World Cup and promotes its film resources.

Phoenix rented three Li Tun Street open space, held a one-month-long theme activities.

Su Ning has cooperated with the Barcelona club and has become the official partner of Barcelona fans in China.

Gome joined the price war, launched the World Cup for marketing theme of the "Decisive battle 32 days" big promotion activities.

As a result, the World Cup has long ceased to be the exclusive event for football fans, but has turned from a professional sporting event into a feast for all entertainment and brand marketing. and its marketing effect is not simple can be calculated with the amount of input, how to make it more fun and fun, in the gossip humor without losing a certain professional background and appeal, this is an effective marketing activities should strive to do.

Finally, apply Phoenix's word.

The world is bigger, it's just a ball.