However, the World Cup is the most important festival node of 20 18, and ordinary companies can actually get a share of these billions of traffic dividends. Let's talk about the common routines used by ordinary companies to promote the marketing of this World Cup.
1, World Cup theme packaging
If you are making online products, it is normal to operate theme activities according to festivals. The most attractive thing for users is to change the UI to the World Cup theme, and then set up an activity page to carry World Cup-related activities.
If you want to enhance users' sense of identity, you can even make different theme skins for each team for users to use and share, and the motivation of users' sharing is to show others that they support a certain team's sense of identity.
In addition, you can also undertake promotional activities such as lucky draw through team stamp collecting, World Cup medals and online punching, which can also effectively promote activities.
If it is an offline product, you can use the World Cup theme packaging products to carry out theme promotion activities; You can also promote users' second purchase through products and materials similar to "Star Card", and guide users to share and spread online through active QR code or design.
2. Limited product gift package
According to the theme of the World Cup, the limited product package of the World Cup will be launched and sold only during the World Cup.
For example, offline restaurants can provide World Cup packages, and if they are further subdivided, they can also provide Brazilian packages, Argentine packages, Spanish packages and so on. Just like when You from the Stars was on fire, many bars launched fried chicken and beer packages. Online products and e-commerce products can use the same idea to operate the situation.
If you want to add some topicality and scarcity, you can also use some tricks such as "limited supply", for example, you can only buy it a few hours before each game, just like the "Taobao Second Floor" of mobile phone Taobao is only open at night.
3. Interactive game activities
Interactive H5 games can be said to be the standard of mobile marketing. For offline promotion, the content planning of many H5 games can also be applied to the marketing activities of stores. Interactive games can make use of the World Cup in the following ways:
A. Shooting game
Users play small games such as penalty or shooting, and different scores give different incentives. You can also add some team information and star information to the game content to increase the sense of substitution and topicality.
In fact, "penalty" and "shooting" games are common warm-up activities offline, which can often be seen in real estate sales or offline large stores.
B. Test the game
There is no doubt about the power of testing games. For the World Cup, you can test out the most matching star, the most temperament team, the most suitable position for football and so on through various questions and answers related to the World Cup theme.
You can also do some popular science questions and answers about previous World Cups and star knowledge in the form of online question and answer products this year, and give different rewards through scoring.
C. quiz activities
Uncertainties about the result of the competition can be added to the product promotion activities, such as "Argentina wins, it will be free of charge" and "one goal MINUS XX yuan". These activities have gimmicks, which have grafted the relationship between product marketing activities and the World Cup, easily attracting consumers' attention and triggering communication.
You can also do some activities such as guessing the results of each game, and use the concept of "prediction" to package and spread, and the effect will not be too bad.
D. Lobbying
Fans, like groupies, are keen to call their idol teams, and the topic of saliva among fans will be debated in front of every world series.
Through canvassing, the spontaneous spread of brand activities can be promoted, and I also believe that this phenomenal applet /H5 case will definitely appear during this World Cup.
E. Live World Cup activities
Live events are mainly suitable for offline commercial promotion. For example, according to the schedule of the World Cup, the brand itself holds a "World Cup" activity, which can be a small live-action game, a table football game, even a football game, a video game and so on.
4. Topic borrowing and poster communication
Every time I go to a big hot spot, there will be posters of brand merchants. During the 20 14 World Cup, excellent posters emerged one after another, such as the BMW poster in China, which won unanimous praise from the industry.
The production of posters should not only conform to the characteristics of the brand, but also conform to the design of the relevant figures of the World Cup and the progress of the competition. Most brands usually express the theme of the World Cup through profile skills. (Because most brands have no official authorization)
Making content posters to test the marketing department's ability to chase hot spots requires topic analysis and public opinion observation during the competition. The most important thing is to act quickly, otherwise the hot spots will be fleeting. How to make the content well received really depends on the skill of the creative team.
5. Universal content dissemination
In fact, there are many general contents, which are more suitable for new media channels such as Weibo WeChat, and for some conventional theme content output.
This kind of content is more representative: interesting things caused by girls being left out because boys watch the ball, TV fights at home, quarrels between men and women caused by watching the ball, and some tried-and-true inventory contents.
This kind of theme can also extend a lot of brain-hole-type and paragraph-type story content, which is very spreading whether it is used as WeChat tweet, comic book or short video popular this year.
Red line: pay attention to copyright risks
Brands should pay attention to copyright issues, whether it is the World Cup, NBA or Olympic Games, they are all copyrighted. Only officially authorized partners can use related logo, which is why many big brands use posters to make more innuendos, just to avoid copyright disputes while rubbing hot spots.
In fact, there are still many ways to avoid copyright issues, such as using illustrations and silhouettes to replace photos of star players, using related words such as "football" to replace words such as "World Cup", and using copywriting techniques to guide the side ... Careful observation of the activities and posters of big brands in the past can reveal some ingenious ways to avoid copyright risks.
summary
The World Cup is the most watched event this year, and major brands will try their best to attract consumers. Many brands have won praise in the marketing of sports events (such as Nike in the Olympic Games), and many brands have good resources (even official sponsor resources) but have not received due response.