However, the World Cup is the most important festival node in 20 18, and ordinary companies can actually get a share of these billions of traffic dividends. Let's talk about the common routines that ordinary companies use to promote this World Cup marketing.
1, World Cup theme packaging
If you are making online products, it is normal to operate themed 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 the user's sense of identity, you can even make different theme skins for each team for users to use and share, and the motivation for users to share is to show others that they support the sense of identity of a certain team.
In addition, we can also undertake lottery and other promotional activities through team stamp collecting, World Cup medals and online punching, which can also effectively promote activities.
If it is an offline product, you can carry out theme promotion activities by packaging the products with the theme of the World Cup; You can also promote users' second purchase through products and materials like "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, a limited product package of the World Cup can be launched and sold only during the World Cup.
For example, offline restaurants can offer World Cup packages, and if they are more subdivided, they can also offer Brazilian packages, Argentine packages, Spanish packages, etc., just as many bars launched fried chicken beer packages when "You from the Stars" was on fire. 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 tips 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 only opens at night.
3. Game interactive 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 take advantage of the World Cup in the following ways:
A. Shooting games
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 a common warm-up activity offline, which can often be seen in real estate sales or offline large-scale stores.
B. Test games
There is no doubt about the power of the test game. For the World Cup, you can test the most matching star, the team with the most temperament, the most suitable position in 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 stars' knowledge in the form of online question-and-answer products this year, and give different rewards by scoring.
C. quiz game activities
The uncertain factors of the competition results can be added to the product promotion activities, such as "Argentina will get free of charge if it wins" and "XX yuan will be reduced if it scores a goal". All these activities have gimmicks, which well graft the relationship between the product marketing activities and the World Cup, and easily attract consumers' attention and trigger communication.
Every game can also do some activities such as guessing the results of the game, and use the concept of "prophecy" to package and spread, and the effect will not be too bad.
D. canvassing activities
Fans are like groupies, who are keen to call for their idol teams, and the topic of saliva between fans will be debated in front of every world competition.
By canvassing, the spontaneous spread of brand activities can be promoted, and I also believe that this kind of phenomenal applet /H5 case will definitely appear during this World Cup.
E. Live World Cup activities
Real human activities are mainly suitable for the promotion of offline business. For example, according to the World Cup schedule, the brand also holds a "World Cup" event, which can be a small live-action game, a table football game, or even a football game, a video game and so on.
4. Topic borrowing and poster spreading
Every time you go to a large hot spot, there will be a poster of brand merchants. During the 20 14 World Cup, excellent posters emerged one after another, such as the BMW poster in China, which won 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 side techniques. (Because most brands are not officially authorized)
Making content posters tests the ability of enterprise marketing department to chase hot spots, and it is necessary to carry out 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 skills of the creative team.
5. Universal content dissemination
In fact, there are a lot of general content, which is more suitable for new media channels such as Weibo WeChat, and is suitable for some conventional theme content output.
This kind of content is representative: interesting things caused by girls being left out because boys watch the ball, TV battles in the family, quarrels between men and women caused by watching the ball, and some tried-and-true inventory content, etc.
This kind of theme can also extend a lot of brain-hole-type and paragraph-type story content, whether it is as a WeChat tweet, a comic book, or a short video that is popular this year, it is very spreading.
Red line: pay attention to copyright risks
The brand should pay attention to the copyright issue, whether it is the World Cup, the NBA or the Olympic Games, it is copyrighted. Only officially authorized partners can use the relevant logo, which is why many big brands take advantage of the poster to do more innuendo, 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 the photos of star players, using related words such as "football" to replace the words of "World Cup", and using copywriting techniques to guide the side ... Careful observation of the past big brands' event promotion and posters can find some ingenious ways to avoid copyright risks.
summarize
The World Cup is the most concerned event this year, and all major brands will try their best to attract consumers. Many brands have won praises for the marketing of sports events (such as NIKE in the Olympics), and many brands have held a good resource (even official sponsor resources) but have not received due response.