What are the classic cases of event marketing? Inventory of classic cases of event marketing in 216:
1.PAPI sauce from "22 million" to a low-key breakup with Luo Pang
In April 216, at the "online celebrity PAPI sauce advertising resources bidding meeting" led by Luo Ji's thinking, Shanghai Liren Lizhuang was photographed for 22 million yuan, which was considered as "the highest single video advertisement in human history", and PAPI sauce became the history.
—— Meisheng Kang Bei Network Integrated Marketing Agency
However, the subsequent questioning voice said that this bidding meeting was actually an "Ali family banquet". Just a few days ago, Luo Jisi withdrew from papi sauce and broke up in a low-key way, saying that he would do his best to "get" new products. All this, whether it is a joint hype or not, has been recorded in the history of Internet marketing in China, an unprecedented auction from online celebrity.
2. Midnight Food Store's "One Thousand and One Nights", a new battlefield for Taobao's content marketing
Taobao found through big data that 1 pm is the highest peak of daily traffic. So the Taobao team created a season broadcast column on the second floor of Taobao. "One thousand and one nights" is the first season, with Taobao cuisine as the theme.
At 1: pm on August 1th, 216, the first episode of "One Thousand and One Nights", "BayuDumplings", went online, which caused a brush screen in the circle of friends. It is understood that after the video broadcast, by 12 noon the next day, this dumpling shop had sold 6,4 pieces of jiaozi in 14 hours. According to the previous speed, these jiaozi would have to be sold for 13 years. This kind of achievement seems to be more exciting than what a hundred thousand plus; Moreover, the turnover of Taobao food in the whole industry increased by 11.86%, and the category of dumplings/wonton where dumplings are located increased by 488%, which is definitely a good and popular marketing activity.
Although the subsequent episode of Arabian Nights was not as good as the previous episode, on the whole, as the first video column of Taobao, it was a relatively successful test. After that, the second floor of Taobao will become the position of new gameplay of Taobao content marketing.
3. Apple's style is hot and spicy in Wei Long, and it has successfully moved to the Internet
As a traditional food brand, Wei Long should be regarded as one of the most successful brands of Internet. From the earliest series of Apple packaging and official websites to the recent hacking of self-directed and self-performed Tmall stores, they can earn enough attention every time and set off a wave of hot discussions.
from the marketing point of view, Wei Long spicy strips imitate the apple style everywhere, which is a bright spot in itself. If you are a mobile phone brand and imitate Apple in all aspects, no matter how good it is, you can't get rid of the suspicion of the cottage; But if you are a casual snack, imitating the tall apple style in all aspects will make people shine.
No matter what kind of marketing routine, along the way, it seems that Wei Long has gradually got rid of the label of "junk food" and rushed forward towards "leisure food for young people".
summary
nowadays, it seems that whether a marketing campaign is successful or not has become the standard to measure it. Everyone is striving to do screen-brushing activities and WeChat 1, plus, but few of them are actually done. Nowadays, these phenomena-level activities, which can achieve the effect of screen-level communication and make the whole network cover, have been taken over by internet giants. It seems certain that in the future screen-brushing events, Internet giants will occupy a large part of the country, while other brands and companies with too little volume and traffic will have even more slim opportunities.