In recent years, with the continuous development of new media industry, new media marketing methods have played a very important role in enterprise development, product sales and brand image establishment, and also have advantages that traditional marketing methods do not have. So here are the marketing cases of new media that I have compiled. Please refer to them.

marketing case of new media

nowadays, Weibo, wechat and renren have become the main battlefields of new media marketing. In particular, WeChat, which came from behind, has become a battleground for military strategists under the signal that Tencent has gradually enhanced the commercialization of WeChat, so many outstanding models have emerged. Here are 11 new media marketing cases.

　1.? Jiaduobao? Say: Excuse me?

Although I lost the lawsuit, on the platform of Weibo, self-deprecating copywriting with pictures of crying children has taken up a share in the public opinion of new media? Wang Laoji? Upper hand:

14: 18 on February 4th. Sorry, we were stupid. It took us 2117 years to make China herbal tea the only brand comparable to Coca-Cola. ?

at 15:17 on February 4th, I'm sorry, but we were too selfish to help our competitors build factories, improve channels and grow rapidly for six years in a row.

At 15:32 on February 4th, I'm sorry, but we were incompetent. We can sell herbal tea, but we can't go to court. ?

at 15:56 on February 4th, I'm sorry, but we were born at the grassroots level, and we are completely in the genes of private enterprises. ?

2. Chu orange is inspirational and orange box is customized

After Chu orange created a miracle of selling 211 tons in 2112, Chu Shijian authorized the e-commerce platform Benliwang to sell Chu orange in 2113 to the whole country.

in October this year, the original life network, which has a deep media background, teamed up with the Beijing news media to shoot? Pay tribute to the post-81s. Post-81s? A series of special topics, inviting Jiang Fangzhou, Zhao Ruirui and other post-81s celebrities to tell their inspirational stories one after another to pay tribute to Chu Shijian; On the one hand, launch a personalized customized version of the orange? Humorous greeting box? Give a taste to the big V on social media and celebrities in various fields, including Han Han, Liu Lianzi, etc. For example, I only gave Han Han a Chu orange, which is printed on the box. In a complicated world, one is enough? (sponsored by Han Han? One? APP slogan), which attracted more than 3 million people to read in Weibo and forwarded comments for nearly 5,111 times.

The above two communication clues are simultaneously spread across all media such as traditional media, video portals and social media. Yan Shijian? The inspirational story of "Chu Orange" has aroused the word-of-mouth spread among young audiences, and at the same time, it has also been branded as inspirational, which was finally completed among the consumer groups? Inspirational story+orange? The bundled sales not only created another round of sales success, but also attracted Liu Chuanzhi and Pan Shiyi to launch separately? Liu Tao? 、? Pan apple? .

3. KFC: Vote for fried chicken

On February 31th, 2113, KFC launched an innovative fried chicken product? Golden crispy chicken? , this product is accused of becoming? Suck your fingers at the original chicken? Challenger, shake its originator position in KFC. If you log in to kfcpk.qq.com to vote, it may affect the stay of the two products.

with the help of popular Korean dramas, KFC launched in various places in Weibo? Fried chicken big PK? Vote, combine official website, invite stars, and set off a wave of universal participation of the public all over the country.

PK results were announced in March, 2114, and KFC made a final decision with reference to the voting and consumer survey results.

4. Lenovo mobile phone: rummaging through the bag of the big V

Showing the personal belongings of the stars? Sounds like a mysterious and compelling thing ...

From a Wednesday in May, 2113, the big V's in Weibo opened their bags one after another, exposed their belongings in the form of pictures, and attached the label # Opening their own pockets and stunning the audience #. From the pockets of every big V, you can find a Lenovo K911 phone.

in three days, 51 Weibo V's from all walks of life opened their bags and took photos for everyone. You can find that Lenovo mobile phones are in the bags. It happened that last Thursday was the day when the K911 was officially released. What happened to the theme of the conference? Amazing audience?

the momentum of Lenovo's new mobile phone before it went on the market definitely satisfied everyone's snooping psychology on the new media, and also made Lenovo's new products go on the market successfully.

5. Make a poster with wheat bags to help you change your bags.

Wheat bags launched a campaign on Sina Weibo. Why not change the bag? Weibo topic discussion, for a long time gathered in self-boasting? Wang Po wind? Social media took a long sigh of relief, but also threw money at advertisements for fatigue bombing? Local tyrants? Here comes a heavy blow.

some professionals said that this topic marketing led by tucao tone and assisted by entertainment techniques is undoubtedly a fresh breeze in the overwhelming marketing cases on social media.

the official wechat (mbaobaovip) of wheat bags was launched? Why not change the bag? Interactive game, seize the characteristics of girls' emotional fluctuation, provide poster generator, ask users to generate their own posters, and share them with friends, and have the opportunity to win red envelopes. It is a model of activity marketing in terms of interactivity, motivation and interest.

6. China Merchants Bank throws a drift bottle

China Merchants Bank launched a WeChat? The activity of love drift bottle? : for wechat users? Drift bottle? The function is found in the China Merchants Bank drift bottle, and China Merchants Bank will pass it after the reply? Small points, micro-charity? The platform provides help for autistic children.

during this activity, use wechat? Drift bottle? Some users will basically pick up the love drift bottle of China Merchants Bank once every ten times. After the reply, China Merchants Bank will pass? Small points, micro-charity? The platform provides help for autistic children. Not only do charity, but also enhance the corporate brand image, killing two birds with one stone.

7. vipshop: WeChat flash shopping

In the middle and late March of 2114, the cooperation between vipshop and WeChat flash shopping platform was officially released. After placing an order at Vipshop, users of Vipshop can complete the payment by scanning the QR code directly with their mobile phones. The public account and client of Vipshop also support WeChat payment, that is, users can realize it? Flash payment? . .

With the newly opened micropayment platform, Vipshop will launch the WeChat flash purchase function, which will greatly increase the sales of mobile terminals.

8. qunar. com: the call center on wechat

qunar. com once launched a call center-style wechat customer service based on wechat, and became the first online brand in China to move the call center function to wechat. Video-on-demand media is also based on WeChat platform, which continuously helps business owners to build enterprise service centers in the hands of consumers.

traditionally, when consumers buy tourism products, they all need to discuss with their friends and family before making a decision. Where did Qunar. com skillfully use WeChat's strong relationship interaction and simple third-party login ability to develop? Sweep and share? And? Coupon cloud card package? And other innovative services that are very convenient for tourism decision-making and tourism product purchase.

qunar. com is the first OTA (online travel agency) brand in China to move its call center to WeChat, and provides? Sweep and share? And? Coupon cloud card package? Innovative services such as the purchase of various tourism products, accurate push, small scale, high pertinence and high ROI (return on investment).

9. Limited edition Redmi: I can't grab it, I'm anxious for you

Xiaomi is famous for its good marketing. The distribution channel of red rice mobile phone is different from that of Xiaomi 1S and Xiaomi 2S before. Instead of choosing Xiaomi's official Weibo and WeChat platforms, it is released on the officially certified QQ space. In the two days after Redmi released the preheating, Xiaomi Company accurately targeted the crowd through Tencent's Broadcom system, gathered popularity in QQ authentication space, and conducted quiz activities on social platforms. On the day when the preheating page went online, the number of fans in the authentication space increased by over one million. In the next booking stage, the red rice mobile phone integrated Xiaomi's whole network resources and QQ space platform resources for accurate delivery. The number of bookings in half an hour exceeded one million, reaching 3.5 million on the first day and 7.45 million on the third day. On the day of the official sale on August 12, Xiaomi used the limited and time-limited hunger and thirst marketing strategy, combined with QQ reminder function to automatically set up a snap-up reminder for the reserved crowd, laying the groundwork for the final blowout. As a result, within 91 seconds after the launch, one million Redmi sets were robbed.

11. "Tiny Times" belongs to the new era of young people.

It's not good or bad to criticize this film. In terms of publicity, it's popular on Renren.com? The Youth Album, combined with Weibo, the founder, and the recruitment website, is aimed at teenagers aged 15-25, and truly achieves accurate marketing of new media.

Summary From the above 11 cases, it is not difficult to see that WeChat occupies a heavy proportion among them, and the powerful function of WeChat also enables many fresh ways to play in WeChat marketing, leaving great room for businesses to play! The new media represented by WeChat deserves our comprehensive understanding and mastery, because it plays an important role not only for individuals but also for corporate marketing.

marketing case of new media

Wanda has made a bold innovation? Take the snow to the south.

It has built a fourth-generation ski resort, the most advanced in the world, which can accommodate 3,111 people for skiing and snow recreation at the same time. There are also four snow trails with different slopes, including ski trails, sled trails, ice cave exploration, children's ski parks and other projects. Really snowy? The snow-making technology completely simulates the natural snowfall process in nature.

how can such a good thing be made public? A word? It snows in Guangzhou? , so that the whole city can not bear it.

In fact, they just made a scene advertisement, which made the landmark buildings in Guangzhou float with white snow. After the new information media was released that day, it quickly exploded. In fact, it is easy to understand, because it captures the pain points of people in Guangzhou? Born in the south, it is hard to see the snow, but now it snows. What do you want to know?

just keep people's appetite? In the new media era, fans are forgetful. You have to constantly guide and strengthen their impression of one thing, so that they may remember you and become interested in you. Therefore, new media marketing can't change a place with one shot, but must pursue victory and strike while the iron is hot.

So, through the May Day holiday, they carefully packaged two internal employees to become? Snow goddess? , not only engaged in activities, but also showed the image of employees, which can be described as killing two birds with one stone. This kind of self-disclosure planning can often touch your heart, so don't deny it.

after two rounds of bombing, is everyone right? Ice and snow? Curiosity has reached an unprecedented height, and people want to know what Wanda wants.

on the day of the activity on may 1,? Guangzhou Wanda City Ice and Snow Carnival in 2115? Officially launched, the impatient citizens poured into the ice and snow experience hall, and the coolness of MINUS 11℃ completely lifted the summer heat, allowing people to cross in one second? Winter? This experience is unprecedented for many people in the south.

subsequently, they fully launched the local wechat big v joint campaign, and launched an online ticketing campaign, distributing 1,861 tickets for the ice and snow festival through new media channels, which continued to bring popularity to the venue for 11 consecutive days.

when the guests come, are you still worried about sales? According to statistics, in half a year, Guangzhou Wanda City achieved a sales volume of 1.83 billion in five opening sessions, and won the top spot in Guangzhou in the first half of 2115. All this is because they caught the southerners? It is rare to see snow and entertain snow in pain points, and based on this pain point, I have done enough articles.

the second thing: Wuhan, consciously dancing with new media for the first time!

This is a brand-new attempt. There are no newspaper advertisements, no soft articles, no outdoor activities and no DM? Only rely on new media? That's right, relying only on new media, the new SOHO in Wuhan Central Cultural District? 99? Space? More than 611 sets were sold on the opening day of the project. What's wrong with him? Play? What about yours?

before answering this question, I want to ask you, with the internet thinking being so hot, don't you have a heart ready to move? What is the power of the hot new media, don't you want to try it?

the first thing that Wuhan central cultural district did was to create a huge suspense through new media? Built 99 on Han Street? Space box. What the hell is in this box?

As everyone's mood rises, the box opens. Muscle man and office beauty walk out of the box? Well, let people's curiosity be satisfied, and they have passed the eye addiction. What is the purpose?

At this time, many local industries attacked together from the media, and interpreted the event from various angles, which strengthened people's understanding of this event and continued people's interest in this event and even this project. Note that all the materials used here are local self-media tubas! Share a tip. If it's a local activity, don't expect any famous national tuba to help you promote it. Be sure to base yourself on the local area and find the most influential tuba in all walks of life. Their penetration of local people and breakthrough in circles are beyond your imagination.

according to the usual thinking, it's over when it's finished. I'll contact you next time, but the Wuhan Central Cultural District project has done another unexpected thing.

they invited these from the media, around? Is real estate sales more effective by new media or traditional media? This theme, made a? A hundred schools of thought contend, Han street talks about swords? Seminar.

that's what makes them smart? This kind of communication can not only gain experience and practical guidance, but also, importantly, through debate, from the media for 99? Space projects have set off a new round of communication, which can be described as killing two birds with one stone.

do you think their planning is over? Just a prelude! With the enthusiasm of the second round of communication, Wuhan Central Cultural District was launched? China Maker Competition? Invite entrepreneurs from all over the country to come up with their own business plans, and after heavy selection, the ten winners will get free office space!

This activity, which can make people profit for free, makes people shine, and more than 511 proposals have been received in a short time! Among them, a business plan for hotel operation from entrepreneurial girl Zhang Jing aroused the interest of four well-known hotel management companies. They took the initiative to contact the 99-degree space project and asked for a lease. The tenant is in place. Where is the landlord? Once something happens, it immediately triggered a strong reaction from the market. Are you afraid it won't sell well?

the third thing: Wuxi city carnival! Step by step, planning and interlocking

How can we do a routine activity that is high-handed and does not take the usual path? On August 1, Wuxi Wanda City Construction Night is worth studying!

this activity is divided into seven steps from pre-planning to final presentation, including theme setting, suspense marketing, large-scale stir-fry, sending mysterious invitations and so on. Let's just say that the theme is decided. After investigation, they