People eat chicken in the Spring Festival just for good luck. But young people hear that

who "eats chicken" is also a helmet in the popular photon chicken team, which means to gather chickens and gather good luck.

4. Five Blessingg cooperated to celebrate the New Year's auspicious double buff

Five Blessingg has become one of the indispensable ceremonies for young people to celebrate the Spring Festival. This year, young people seem to be more eager to add layers of BUFF to themselves by adopting the way of metaphysics, but fortunately, in reality, they live a little more comfortably.

Peace Elite, who has always known players, added this co-branded product to this year's Alipay Five Blessingg event, a Shuang Fu BUFF, to send players a good new year.

under a series of combination punches, "Rosen

amp; The keyword "peace elite" ranked fourth in the hot search list of the US Mission, and the fresh food that had just been put on the shelves was robbed. Many lucky geese who ate chickens po out photos one after another, which caused a lot of attention and discussion.

The interlocking creativity creates a strong auspicious atmosphere. The varied product tastes constantly shake consumers' taste buds, and at the same time, the "auspicious culture" of "Peace Elite" completes the fixed association of "Eating Chicken in the New Year" = "Eating Chicken in Peace" in the continuous and repeated spread.

second, eat chicken in the new year, and it's good luck! Box Horse Delivers "Auspicious Culture" to Young People's Dining Table

This CNY marketing is not limited to this, and "Chicken in the First Game of the New Year" continues.

1. Come to Box Horse to eat chicken, and set off the "new" mood of hoarding goods during the Spring Festival.

Box Horse, as the first new retailer in China, is also the first choice for people to stock up on new year goods during the Spring Festival. This wave of joint names successfully attracted the attention of the special forces with a real "chicken supply".

As long as you visit Boxma Xiansheng this Spring Festival, you will see the scenery of "Good luck, come to Boxma to eat chicken". Whether online or offline, consumers can immerse themselves in the atmosphere of "Kyrgyzstan culture" in the process of buying new year's goods.

2. Fancy "Chicken in the First Game of the New Year" and continuous high-frequency communication.

In terms of products, based on the Chinese New Year custom of "Good luck in eating chicken in the New Year", the two sides jointly launched three customized chicken fresh foods: cheese rice cake Chunchuan chicken, Hainan chicken rice and crispy roast chicken to create a strong new year flavor. Taste has its own characteristics-Chunchuan chicken has a strong sauce flavor, Hainan chicken rice is tender and smooth, and crispy roast chicken is tender and salty, which provides a variety of choices for the "chicken eating culture" on the table. Customized chicken fresh food combines the characteristics of both sides, and magnifies the "chicken eating culture". With the help of food, it accurately reaches the masses and gamers, attracting attention and discussion in different circles.

product packaging is also full of fun. Classic airdrop boxes, photon chickens and other classic elements are used as carriers, and MengMeng's box horse mascots are matched to attract full marks. The design of the pan loaded with chicken food brings the details of the real chicken, and also sends auspicious wishes to the special forces-eat the chicken in the first game of the New Year and win the lottery. The connotation of "Kyrgyzstan culture" has been enriched, from the abstract culture to the delicious chicken that young people can taste.

It is reported that on the day of the official announcement, the sales of crispy roast chicken doubled, and many stores nationwide sold out during the Spring Festival. During the Spring Festival, the offline exposure of stores exceeded 311 million. The cross-border marketing of the Spring Festival also enabled Peace Elite to help its partners get the "first game of chicken in the New Year" in business.

in addition to product co-branding, during this cross-border cooperation, the two sides also jointly launched the # Chicken in the First Game of the New Year # topic activity, which touched young people's social itch points and created a chicken-eating carnival in the Spring Festival. Through the popularity of key nodes in the Spring Festival, the topic was detonated, and the scene marketing effect was improved, but also a lot of exposure and customer conversion were gained.

products are the first contact between brands and consumers. When the product reaches the stomach, the brand proposition is naturally easy to put in place. These interesting product ideas help Peace Elite go deep into the shopping scene of new year's goods, keep in touch with young people, and make Jiwenhua deeply recognized in the communication.

Third, emotional insight+scene marketing, opening an advanced road for the spread of "auspicious culture"

This Spring Festival and the peaceful auspicious market can be hot, in addition to the innovative combination of products, we must look back at the underlying logic.

1. Creative strategy of playing accurate insight group CP to make young people willing to play

marketing guru kotler believes that brand is a means to integrate resources. The pursuit of brand positioning is not "accuracy", but to find the best appeal to different value resources after "value evaluation" of various resources.

Peace Elite has a unique and successful experience in gaining insight into consumer sentiment and then matching the corresponding marketing tactics. The first is the emotional insight of the player, and the second is the grasp of the segmentation scene.

So, why Rosen and Box Horse?

On the list of TOP111 Convenience Stores in China in 2122, Rosen ranks in the top six. As a leader in the industry, Peace Elite chooses to cooperate with it, which has obvious advantages-its influence is 1+

gt; 2, but also quickly bring the brand to the young people. More importantly, Rosen's special position in the hearts of young people, whether it is a differentiated product or a trendy and personalized consumer experience, gives people an emotional filter for Rosen. This provides a convenient door for Peace Elite to quickly communicate with young people.

As the largest online and offline integrated retail platform in China, Box Horse can directly reach young people who are pursuing freshness and quality of life. In contrast, Peace Elite has been committed to spreading Chinese traditional New Year culture to young people, and the main players are also young people. Because of this, Peace Elite has a connection with Box Horse.

2. Accurate hierarchical marketing, and construction of characteristic language in multi-segment scenes

Rosen captures the emotions of young people struggling in the city; The cooperation with Box Horse captures the custom of people purchasing new year's goods during the Chinese New Year. The launch of the two cooperation also happened to fall on the two nodes of years ago and New Year respectively.

Create theme venues in Rosen's and Boxma's stores, and add creative vision in places that store users pay high attention to, such as goods stacking and store shelves, to arouse players' awareness of "Peace and Lucky City"; Secondly, taking eating chicken products as a creative starting point, we launched a series of creative co-branded products, which were frequently exposed and repeatedly circled on social platforms, eventually detonating the whole CNY communication climax. This is a "strong alliance" that Peace Elite is familiar with the cooperative brand and its own strength.

When online games come to real scenes close to life, and when the brand * * * accompanies young people to celebrate the New Year, the traditional New Year culture represented by "auspicious culture" is no longer a form for young people, but a personal experience. "Peace Elite" extends the creative strategy from the behavior of "eating chicken" and makes appropriate product selection. Familiar brands ferment surprises in the combination, and the transmission of Kyrgyz culture has a new entrance.

3. IP symbols and game culture, a new starting point for brand marketing creativity in the Spring Festival

The essence of brand communication is repetition. Every Spring Festival, "Peace Elite" will promote "Kyrgyzstan Culture". This repetitive and repeated spread, with the influx of updated creative play and communication scenes, makes the brand as a symbol become more vibrant.

From the setting up of Spring Festival holiday scenes to customized products with auspicious meanings, the "auspicious culture" of the peaceful world is everywhere, which shows the diversified game culture and self-contained brand field of "Peace Elite".

in this field, not only players and producers who are in it * * * create a new game culture and form a unique brand influence, but also many brands join in and establish a diverse IP symbol system. With the repeated spread, they gradually evolved into the source of power for the Spring Festival auspicious market scene to cross online and offline, covering the players' perception of auspicious culture in different life scenes.

On the other hand, the diverse game culture is also the mapping of users' needs, and with this as the fulcrum, Heping Jishi has allowed brands to land in it. As a bridge between games and brands, there are IP characters represented by Photonic Chicken Team and Geely Sister, which provide inspiration for product design, and there is a deep circle culture outside to provide social influence, and attach these to brand marketing to promote business innovation.

Good ideas are worth repeating, and good communication is also worth repeating and establishing an anchor point in consumers' hearts. The addition of different brands has unlocked new ways of playing Chinese New Year customs for players and brought new energy to the spread of Kyrgyz culture. When users eat happily, when brands play with value, they all look forward to "the next episode is wonderful", and a long-term virtuous circle is formed.

Just after the Spring Festival, I wonder if you won the first game of the New Year. I wish you all a new "chicken" in the New Year and good luck in another year!

(Source: Jiying Editor: Weavy)