2012, micro blog users exceeded 320 million
micro-letters have sprung up everywhere declared to have 200 million users,
watercress also began their the commercial footsteps, and pops sing emerging
social new media applications have to admit that this network half of the times
are the social networking world. Accompanied by the growth of the number of
users at the same time, all kinds of brand owners and advertising agencies have
increasingly familiar since the rules of the game here, social marketing has
become the size.
Nike "great body"
Live out your great Nike Global
Advertising:
The most watched event in 2012 is the
London Olympics, this microblogging marketing activities during the most
watched non-Nike none other than. Since the Olympic opening onwards, nearly 30
members of think tanks from W + K, AKQA, Razorfish three creative company,
Mindshare media agency and the Nike company quietly assembled to begin their
17-day "great" fierce battle. The end of every game in the Olympics,
Nike launched a microblogging "great" print ads, copywriting and
title are not self-evident point the Olympic hot news and personalities always
in the most expeditious speed, so this series of "live Your great
"quickly by the Internet users concerned with the response, so that in
each incident, a lot of people are looking forward to Nike would say something.
All reach the commanding heights of Liu Xiang's injury curtain call on August 7
- the microblogging issued in the fall that evening, Liu Xiang minutes be
forwarded more than 120,000 times.
As stated in the Nike said Olympic Closing great never ending, today announced comprehensive recycling social media business and to operate independently after Nike, how it will be "great" go on the proposition also a concern.
MINI: excited first, competition second
if you do not consider the integrity of
campaign, only from the perspective of the social network, during the Olympic
Games with Nike on a par undoubtedly MINI. Thanks to BMW, as the Olympic Games
official partner of MINI "excited" seem to be more "perfectly
justifiable. Olympic / Paralympic period each day, MINI will microblogging excited
# topic as early as in their official microblogging send # MINI update a plane,
according to the performance of the Olympians, the hot events. In the
continuation of the "excited first, competition second" slogan, and
responded releases the similar features live broadcast of Olympic topics
copywriting.
Starbucks micro-channel VOD
March 29, 2012 micro-channel users exceeded
100 million mark, which lasted 433 days. Then, with 172 days to complete the
from 100000000-200000000 changes - in this period many brands have announced
the settled micro Letter - rapid development momentum, and even Sina
microblogging are at stake. In late August, Starbucks homeopathic launched its
official micro-channel account in order to build more human contact and
interaction with customers. Add Starbucks China "Friends, in the dialog
box to send emoticons to express emotions, can immediately get a Starbucks
Replies songs specifically designed to improve customer emotions, and this song
can play directly through the dialog box without having to open Download mobile
browser. Move in a few months, Starbucks has accumulated more than 130,000
micro-channel fans, sales also increased significantly. In addition, in the 12
days before Christmas, Starbucks again using the micro-channel to create
integrated media content quality conversational interactive mode: fans can send
any figures of 1-12 micro-channel to receive the festival theme phone
wallpaper.
In fact, so far, the commercial value of
the micro-channel and interactive mode of development is still in the exploration.
It is also more brand to continue to create new might need.
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