This wave broke the strong joint name of the screen, so that those who don't drink hi-tea and those who don't watch Meng Hua Lu are all blown up!
1, preheating in advance
From June 19 to June 30, Xicha official number released the preheating topic of # Xicha Menghualu joint name on Weibo, Xiaohongshu and other self-media platforms at the same time, revealing the "real-time process" from time to time, which can be said to have done enough drama in the early stage, raised the user's expectation to the highest level, and also triggered the explosion point in advance for the launch of the new product on the 30th.
2. The theme+products are closely combined with distinctive features.
This joint name is the IP of Xicha's first cross-border film and television drama, but it is obvious that Xicha, as a "joint veteran", has played this joint name to a new height. From the selection of products, packaging, to limited gifts, all of them are based on the plot and the feelings of the characters, which can easily lead to the pursuit of "recording people".
3. Stores+applets are on sale simultaneously.
Xicha launched its own brand applet-"Xicha GO" as early as 20 18. It has all the core functions from online ordering, member center to department store, and already has the digital ability of an online store.
This time, the tea-loving GO applet has updated the joint activities synchronously. Through the page layout such as uploading a new Banner map, opening a theme area, and jointly announcing the event in WeChat official account, all customers who enter the applet can see the joint activities at first sight, which is more instructive. Whether online or offline, it can support small programs to place orders by themselves, improving the efficiency of store orders. Such a small tea program can be easily generated with one click in Muyu shop, and the store can be digitized at any time.
4, the offline theme tea house, the atmosphere is full!
Through the identity setting of the heroine Zhao Paner's tea shop lady, "Dream of China Record" restored the scenes of tea drinking and tea fighting at that time, and also aroused the audience's hot discussion and yearning for tea culture outside the play. This is in line with Xicha's own brand positioning. Xicha has opened four Xicha stores in Guangzhou, Chengdu, Beijing and Shenzhen. Half-covered theme teahouse, in the store, you can not only enjoy the theme space dress, but also taste the special edition joint drink unique to the theme store, which is full of the atmosphere of film and television dramas!
This series of operations of Xicha not only brings consumers an all-round online and offline experience, but also enables Xicha to achieve a double harvest of word-of-mouth and sales. No one can boast that it is simply a textbook-style "phenomenon-level marketing".