Everyone eats chicken during the Chinese New Year just for good luck. But what young people hear about "eating chicken" is also the helmet boy in the popular Photon Chicken team, which means gathering chickens will bring good luck.

4. The Five Blessings are linked to bring auspicious double buffs to the New Year

Collecting the Five Blessings has become one of the indispensable rituals 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 "metaphysical" methods. Fortunately, in reality, they can live a slightly more "comfortable" life.

Peace Elite, which has always understood players, has added this co-branded product to this year’s Alipay Five Blessings event. Double Blessings BUFF at once, giving players good luck in the New Year.

Under a series of combination punches, the keyword "Lawson

&;Peace Elite" ranked 4th on Meituan's hot search list, and the fresh food that had just been put on the shelves was snatched up In the meantime, many lucky chicken-eating geese posted photos one after another, triggering a lot of attention and discussion.

The interlocking creativity creates a strong auspicious atmosphere, and the various product flavors continue to stimulate the taste buds of consumers, while also allowing the "Auspicious Culture" of "Peace Elite" to continue to be spread repeatedly. , complete the fixed association of "eating chicken in the New Year" = "eating chicken in peace".

2. Eat chicken in the New Year and have good luck! Hema brings "auspicious culture" to young people's dining tables

This CNY marketing does not stop there, the "New Year's first round of chicken" continues.

1. Come to Hema to eat chicken, igniting the "new" mood of stocking up for the New Year

As the first new retailer in China, Hema is also the first choice for people to stock up on New Year goods during the Spring Festival. . This wave of joint branding successfully attracted the attention of the special forces with real "chicken supplies".

As long as you visit Hema Fresh Food this Spring Festival, what you will see is the scenery of "Good luck, come to Hema to eat chicken". Whether online or offline, consumers can immerse themselves in the "Auspicious Culture" atmosphere while purchasing New Year's goods.

2. Play with the "Chicken in the first round of the New Year" in a fancy way, and continue high-frequency communication without dropping the line

In terms of products, both parties are based on the New Year concept of "Eating chicken in the New Year will bring good luck" For the New Year customs, we have jointly launched three customized fresh chicken dishes, Chunchuan Chicken with Cheese Rice Cake, Hainanese Chicken Rice, and Crispy Roast Chicken, to create a strong New Year flavor. Each has its own characteristics in terms of taste - Chunchuan chicken with rich sauce, Hainanese chicken rice with tender and authentic texture, crispy roasted chicken with tender and salty taste, providing a variety of choices for the "chicken-eating culture" on the table. Customized fresh chicken combines the characteristics of both parties, and simultaneously amplifies the "chicken-eating culture". It accurately reaches the public and game player groups with delicious food, and arouses attention and discussion in different circles.

The product packaging is also full of fun. Using classic elements such as classic airdrop boxes and photon chickens as carriers, paired with the cute Hema mascot, it is eye-catching. The design of the pan loaded with chicken delicacies brings real fun details of eating chicken, and also sends auspicious wishes to the special forces - eat the first round of chicken in the new year and win good luck. The connotation of "Ji Culture" has been enriched, from an abstract cultural representation to a delicious chicken that young people can taste.

It is reported that the sales of the co-branded crispy roast chicken doubled on the day of the official announcement, and many stores across the country were sold out during the Spring Festival; during the Spring Festival, the offline store exposure reached more than 300 million people. This cross-border marketing during the Spring Festival also allows "Peace Elite" to help partners get the "first chicken of the new year" in business.

In addition to product co-branding, during this cross-border cooperation, both parties also jointly launched the #NewYearFirstInningChicken# topic activity, touching the social itch of young people and creating a Spring Festival eating experience. The Chicken Carnival ignited the topic through the popularity of key nodes during the Spring Festival. While the scene-based marketing effect was improved, it also gained a lot of exposure and customer conversion.

Products are the first point of contact between brands and consumers. Once the product reaches the stomach, the brand proposition will naturally be in place. These interesting and interesting product ideas help "Peace Elite" penetrate into the New Year purchase scene, maintain communication with young people, and also allow Ji culture to be deeply recognized in the communication.

3. Emotional insight + scene marketing, opening up the advanced road of spreading "Ji culture"

This Spring Festival and Pingji City can be very popular, in addition to the innovative combination of products , but also look back at the underlying logic.

1. Play with quasi-insight group CP, a creative strategy that makes young people willing to play

Marketing master Kotler believes that brand is a means of integrating resources.

What brand positioning pursues is not "accuracy", but to find the best appeal to different value resources after "valuing" various resources.

"Peace Elite" has its own unique successful experience in understanding consumer sentiment and matching corresponding marketing strategies. The first is the emotional insight into players, and the second is the grasp of subdivided scenes.

So, why Lawson and Hema?

On the list of "China's TOP 100 Convenience Stores in 2022", Lawson ranks among the top six. As a leader in the industry, "Peace Elite" chose to cooperate with it, with obvious advantages - influence 1+

gt;2. It will also quickly bring the brand to young people. More importantly, Lawson's special status in the hearts of young people, whether it is differentiated specialty products or providing trendy and personalized consumer experiences, has given people an emotional filter for Lawson. This provides a convenient way for "Peace Elite" to quickly communicate with young people.

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

2. Precisely stratified marketing to build distinctive language in multiple segmented scenarios

Rosen captures the emotions of young people working hard in the city; Hema's cooperation captures the custom of people purchasing new year's goods during the Chinese New Year. The launch of the two collaborations also happened to fall on the two nodes of the year before and the New Year respectively.

Create theme venues in Lawson and Hema stores, and add creative visuals to places that store users frequently pay attention to, such as stacks of goods, store shelves, etc., to arouse players' awareness of "Peaceful City" Cognition; secondly, using chicken products as a creative starting point, a series of creative co-branded products were launched, frequently exposed on social platforms and repeatedly out of the circle, eventually setting off the entire CNY communication climax. This is a "strong alliance" that "Peace Elite" is familiar with in cooperative brands and its own strength.

When online games come to real-life scenes, and when brands accompany young people to celebrate the New Year, the traditional New Year culture represented by "Ji Culture" is no longer relevant to young people. It’s not about form anymore, it’s about having a personal experience. "Peace Elite" extends creative strategies from the behavior of "eating chicken" and makes appropriate product selections. Familiar brands ferment surprises in the combination, and the transmission of Kyrgyzstan culture has a new entrance.

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

The essence of brand communication is repetition. Every Spring Festival, "Peace Elite" will promote "Auspicious Culture". This repetitive spread, with the influx of newer creative gameplay and communication scenarios, makes the symbol of the brand more vibrant.

From the construction of the Spring Festival shopping scene to the customized products with auspicious meanings, the "auspicious culture" of the peaceful world is everywhere, which shows the diverse game culture and self-contained nature of "Peace Elite" brand field.

In this field, not only players and producers are actively creating a new game culture through the experience, forming unique brand influence, but also many brands have joined in to establish IP symbol systems with various styles have been developed. As they continue to be spread repeatedly, they gradually become the source of motivation for the Spring Festival auspicious market scenes across online and offline, covering players' perceptions of auspicious culture in different life scenarios.

On the other hand, diverse game culture is also a reflection of user needs. Using this as a fulcrum, Pingji City allows brands to have space to land in it. As a bridge between games and brands, there are IP characters represented by Photonic Chicken Squad, Sister Geely, etc., which provide product design inspiration, and there is a deep circle culture outside, which provides social influence and attaches these to brand marketing. Promote business innovation.

Good ideas are worth repeating, and good communication is worth repeating to establish anchors in consumers' minds. The addition of different brands unlocks new ways to play Chinese New Year customs for players, and also brings new energy to the spread of Kyrgyzstan culture. When users enjoy their meal, and when the brand plays a valuable role, they all look forward to "the next exciting episode", and a long-term virtuous cycle is formed.

The Spring Festival has just passed. I wonder if you won the first "chicken" game of the new year? I wish everyone a new “chicken” in the New Year and good luck in the new year!

(Source: Shuying Editor: Weavy)