What are the classic cases of event marketing?2016 event marketing classic cases inventory:
1. PAPI Sauce From "22 million" to a low-profile breakup with Luo fat
April 2016, in the Luo-led " In April 2016, at the advertising resource bidding meeting for PAPI Sauce, led by Luo Lixi, Shanghai Liren Lizhuang won the auction with 22 million yuan, which was considered to be "the highest record for a single video advertisement in the history of mankind", and PAPI Sauce became the most expensive netroots in the history of PAPI Sauce.
--Mason Kempe Integrated Network Marketing Agency
However, subsequent skepticism claimed that the bidding was in fact an "Ali family banquet". And just a few days ago, the Luo Series of thinking from papi sauce withdrawal of funds, low-key breakup, said he will do all the new product "get". All of this, regardless of whether or not joint speculation, but this unprecedented self media netroots king auction, has been in the history of China's Internet marketing industry.
2. Late Night Dining "One Thousand and One Nights", Taobao content marketing new battleground
Taobao found through big data that 10:00 p.m. is the highest peak value of the day's traffic. So the Taobao team created a seasonal program on the second floor of Taobao, and "One Thousand and One Nights" is the first season, with Taobao food as the theme.
August 10, 2016 at ten o'clock in the evening, "One Thousand and One Nights" the first episode of "Spanish Mackerel Dumplings" on line, in the circle of friends caused a screen. It is understood that after the video aired, as of 12 noon the next day, this plus dumpling store sold 6400 pieces of dumplings in 14 hours, according to the previous speed, these dumplings have to be sold for 13 years. This seems to be more encouraging than what 100,000 plus; and Taobao food industry-wide turnover growth of 11.86%, dumplings where the dumplings / wontons category, but also a surge of 488%, definitely counted as a good and popular marketing campaign.
While the subsequent "One Thousand and One Nights" was not as well received as one episode, overall, as Taobao's first video program, this has been a more successful trial. The second floor of Taobao thereafter will become the position of Taobao's new play of content marketing.
3. Apple wind Weilong spicy strips, successful transition to the Internet
As a traditional food brand, Weilong should be considered one of the most successful brands of Internet. From the earliest series of apple wind outer packaging, official website, to the recent self-directed Tmall store was hacked, every time to earn enough eyeballs, set off a wave of hot discussion fire a.
From a marketing point of view, the Weilong chili strips imitate the Apple style everywhere, which is a highlight in itself. If you are a cell phone brand, all aspects of the imitation of Apple, no matter how good, can not get rid of the suspicion of cottage; but if you are a casual snacks, all aspects of the imitation of the high Apple style, will make people's eyes bright.
Whatever the marketing approach, this way, Weilong seems to have gradually "junk food" this label far away, towards the "young people's casual food" all the way forward.
Summary
Nowadays, whether or not to create a large-scale brush screen seems to have become the standard to measure the success of a marketing campaign. Everyone is competing to do brush screen activities, WeChat 100,000 plus, but there are not many who really do it. Nowadays, these phenomenal activities that can achieve a screen-swiping level of communication effect and make full network coverage have been bagged by the Internet giants. It seems certain that, in the future screen events, the Internet giants will occupy a large half of the river, and other volume, traffic is too small brands and companies, the opportunity to get ahead will be even more remote.