Taking advantage of the "good voice", Prince Edward O2O marketing has become a "good case."

Many domestic brands such as touch technology, QQ browser, etc., fancy "good voice" this platform's high degree of concern and social hotspots, Prince Edward is also not true. Before the "Good Voice" peak night advertising bid, taking into account the public gathering of brands and 15 seconds of advertising is too short, although the exposure is large, it may form a deep memory of the audience, Prince Edward Long set a strategy, hoping to win 15 seconds + 15 seconds = 30 seconds of continuous advertising time. Regarding this 30-second period, there is another consideration for the Taizilong brand, which is to expect the bidding event to contribute to the topical event. Because there is no event detonation in front of a huge amount of advertising investment, it will attract consumers' expectation, so that a single advertisement can not fully exert its value. The concerns of the Taizilong Group were not unreasonable. On the other hand, the US Super Bowl advertising campaign was already clear. After 30 seconds of bidding, a huge amount of advertising investment made Prince Edward “the most expensive 30 seconds in history” as the king. Advertisement bidding itself has become a hot issue, which has caused great concern and caused both society and industry to take notice. The reason for all this stems from the need for Prince Edward Dragon to use "good voice" to spread brand new ideas and change the brand's own positioning. Under such brand demand, opportunities and media exposure are particularly important and prudent. The use of advertising-based "advertising bidding" to create an event marketing is the only choice.

In the second quarter, the curtain for "The Voice of China" has fallen, but the various voices around "good voice" have continued. "The good voice of the year" Li Qi's millions of endorsements, the sky-high price of airtime during the broadcast of the show, and the continuous news of business tour... All this seems to have witnessed the veritable "China Good Business" of "China Good Voice." The Chinese entertainment industry, represented by the "Good Voice," has been fully heated up in a heated debate, and has gained tremendous joy and bright future. Among them, the 30-second advertising mark Wang Taizi Long's brand promotion with "good voice" has also gained tremendous popularity and success.

Offline: burying the seeds of the topic and allowing the behavior to escalate

Many domestic brands such as touch technology, QQ browser, etc., fancy "good voice" this platform's high degree of concern and social hotspots, Prince Edward is also not true. Before the "Good Voice" peak night advertising bid, taking into account the public gathering of brands and 15 seconds of advertising is too short, although the exposure is large, it may form a deep memory of the audience, Prince Edward Long set a strategy, hoping to win 15 seconds + 15 seconds = 30 seconds of continuous advertising time. Regarding this 30-second period, there is another consideration for the Taizilong brand, which is to expect the bidding event to contribute to the topical event. Because there is no event detonation in front of a huge amount of advertising investment, it will attract consumers' expectation, so that a single advertisement can not fully exert its value. The concerns of the Taizilong Group were not unreasonable. On the other hand, the US Super Bowl advertising campaign was already clear. After 30 seconds of bidding, a huge amount of advertising investment made Prince Edward “the most expensive 30 seconds in history” as the king. Advertisement bidding itself has become a hot issue, which has caused great concern and caused both society and industry to take notice. The reason for all this stems from the need for Prince Edward Dragon to use "good voice" to spread brand new ideas and change the brand's own positioning. Under such brand demand, opportunities and media exposure are particularly important and prudent. The use of advertising-based "advertising bidding" to create an event marketing is the only choice.

Online: Concepts and Interactive Topics Marketing

After the first successful bid, Prince Edward Longming made a clear idea. This idea determines the success or failure of the entire event marketing, that is, the rapidity and interactivity of the Internet. The first is to make a voice, and to carry out the concept of "the most expensive 30 seconds of advertising in history" in the first 30 seconds of bidding strategy. Multi-topic communication, full coverage of strong media, attracted a large number of people concerned about "the most expensive 30 seconds of advertising in history." Continuing rounds of news topics sparked the "playing" mentality of netizens who talked about each other and promoted attention to heat waves. Second, the interaction runs through. In order to allow the entire communication to form a simultaneous and continuous effect with the “Good Voices in China” section, Prince Edward will focus the interactive breakthrough on social media. In view of the fact that the program entered the stage of selecting the championship college of the tutor group, the audience's attitude toward the program turned to "support for the idol." Prince Edward Longqi planned the "good voice quiz campaign," and many rounds of tutors of champions were greeted by netizens. Comment. However, the previous rounds of quizzes are just the fuse of the crowd. Afterwards, the quiz in the finals was upgraded to the “ultimate quiz” on the top of the night, sparking crowds of onlookers. At the same time, taking advantage of the popularity of consecutive gatherings, on the day of the finals, a micro-platform was launched to launch the “Branding 30 seconds, witnessed by me” brand linkage activity. In the process of watching the "Good Voice" peak night event, netizens can participate in the micro-platform event by simply taking a picture of the princeling dragon advertisement. Allegedly, in the evening of just ten minutes after the advertisement was broadcast, Prince Tilong’s activity micro-platform received a large number of photos sent by netizens.

O2O double interaction and co-prosperity, stimulate marketing deepening

This time, the Prince Edward brand achieved a “double interaction” effect with “good voice”. That is, “ultimate quiz” focuses on the “good voice” section itself, but the people affected by the event can immediately see and participate in In 30 seconds, I witnessed the "hands-on" activities. Both activities are from the offline to the online, without interference and mutual promotion. From purely segmental content activities to branded commercial activities, netizens actively participate in and actively communicate with each other. Apart from seeing brand advertisements and leaving behind interactive behaviors, they are arguing for the “new and elegant style” advocated by Prince Edward’s new brand. More profound. For the marketing effect of Taizilong’s interactive events, more marketing experts believe that this is a classic case of O2O marketing communications.

The Taizilong brand revolves around a series of marketing campaigns conducted by the "Good Voice" Summit Night Advertising campaign, which coincides with the US Super Bowl's advertising business, achieving a win-win situation for programs, businesses, and audiences. The marketing campaign itself Fun with entertainment. In comparison, the U.S. Super Bowl program is much more mature than the "China Good Voice," and the former's advertising campaigns around the show are more refined and calm than the latter. It is believed that in the near future, China's entertainment industry and Chinese companies will find more sparks, and consumers are also happy to see and participate in various corporate brand marketing activities.

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