Pre-sale marketing of Zhihu's self-published book Money with Skills-WeChat game Financial Steamed Bun Shop is definitely a shining star in 20 14 book marketing. I also decided to buy books immediately after playing this game, so I chose this activity as the answer to this assignment.

Zhihu's "Rich and Capable" —— WeChat Game of Financial Steamed Bun Shop

Game address:/

In the whole marketing, the game "Financial Steamed Bun Shop" has played an important role. By the 20th, 550,000 unique users had clicked the option of "buying cheats" (that is, buying "skilled money") in the game. Only three days after the game June165438+1October 17 was launched, Money has become the champion of Amazon's book sales list, as well as the pre-sale champion, new book champion and economic champion. This achievement also exceeded the expectation of Zhihu's team and was ridiculed as "Unexpectedly, we even defeated Xiao Xiurong's graduate students. This is a miracle. "

The purpose of this resumption is, how did they do it?

Re-quotation purpose

This paper studies the reasons why Caijing Steamed Bun Shop has become a hot topic and explores the experience of game marketing.

superiority

1. Draw material from users and give back to users.

Zhihu's favorite "financial steamed bun shop" should be the source of the whole idea (address: /collection/305 19333).

At first, the steamed stuffed bun shop was just an example used by users to explain some financial knowledge. With the deepening of the explanation, it evolved into a topic, a chapter in the book, and finally became a hot spot and a wedge to incite the marketing of the whole book. It can be said that the book itself, creativity itself, is to take users and give back to users; In the whole communication process, users act as the main channel of communication and spread like ripples in users' circles. This is almost the most ideal realization situation that UGC can achieve at present.

2. Design with heart, creativity is not just a game.

If Baozipu is just a WeChat H5 game, we have watched a lot in the past two years, but we have never seen a few that can successfully combine singles, brands, fun and communication.

First of all, people can't help but click on the party-style title-"Those who can get to the 17 question are the winners in life."

It's not over yet. Different customs clearance results are different, and the content of forwarding and sharing is different:

It turns out that the planner in Zhihu gave it more than 90 endings:

The results of various endings in Zhihu are constantly searched by friends and become another topic.

Of course, the essence of this game lies not only in numerous results, but also in echoing the theme of the book.

Financial knowledge and financial management knowledge have always been knowledge modules that urban white-collar workers want to know but are discouraged; For this book, the first impression is too dull, and the second is that it is really difficult to read; Clever use of the game "steamed stuffed bun shop" will undoubtedly lay a solid foundation for readers' psychological impulse to buy this book, leaving readers with the impression that "learning financial knowledge can be so fun/this game is so fun, and the book should not be too bad".

To sum up, the reason for the success of this game, from the design point of view:

A. stick to the theme (don't play for the sake of playing; The attraction of financial knowledge and financial management knowledge itself)

B. Sincere design (more than 90 endings create various possibilities and social topics, and spread incrementally)

C. Copywriting skills (funny copywriting skills and copywriting planning with different endings are also very helpful to promote communication)

D. Immediate feedback (simple game flow, no understanding obstacles, immediate feedback)

D. clear goals (draining Amazon's purchase page and directly promoting orders-very important! ! )

The purpose is clear: My game is selling books!

We should remember that whether we play H5 games or forward tweets, we are all for a clear goal. Unlike many activities that pay too much attention to the fun of the game itself, it leads to a high degree of communication activity, but it does not bring favorable results.

If you fail, you will jump out of three books, and if you choose the other two, you will pop up the final ending. If you choose to be rich and capable, you will have a chance to continue the game.

At the end of the game, click to view the cheats, which will jump to Amazon's purchase page.

Some people will say that this is an advertisement or something. The planning team and the R&D team spend a lot of time planning just to let everyone go to the circle of friends to forward such a small game; The purpose is very clear, that is, to create momentum for books and brand implantation and purchase. As can be seen from the results, the effect of the activity itself is very good and a series of dazzling achievements have been made, which proves that this idea is feasible and correct.

disadvantaged

In Weibo, even in Zhihu, there are not many follow-up topics about "Financial Steamed Bun Shop". Considering that the Zhihu team probably didn't expect the activity to achieve such good results at first, and didn't plan the follow-up actions, the related topics gradually disappeared after a period of fire. As Zhihu's second self-published book, it is possible to do more articles around "Financial Steamed Bun Shop".

As mentioned in Game Changing the World, there was once a topic "What would happen if there was no oil in the world", which caused many people to open their minds and constantly imagine possible results, and it almost became a national topic (interested students can search); In fact, "financial steamed stuffed bun shop" can also be such a topic, so that everyone can participate in the discussion and imagine the results of different decisions. In this discussion, learning more financial knowledge and financial management knowledge through immersive experience is believed to be a brand-new way of learning.

abstract

Undeniably, Caijing Steamed Bun Shop is a successful book marketing attempt, which has given us a lot of enlightenment on the marketing of WeChat games. However, its success cannot be directly replicated, because many factors are rooted in Zhihu's long-term maintenance, interaction with users and operation. This activity not only has a strong flavor of "Zhihu", but also shows us the value and charm of UGC community in the Internet age. If we can continue to dig deeper with a sense of identity, Zhihu must be the best soil for the growth of UGC content in China!

reference data

Zhihu zuiai-finance steamed bun shop

How did Zhihu's steamed bun shop game succeed?

How many endings does the financial steamed stuffed bun shop game have? What is the ending diagram and copy?