iwom watch 2012 compilation_social marketing (part 9)
TRANSCRIPT
© 2011 CIC IWOM WATCH © 2012 CIC
IWOM WATCH COMPILATION 2012
IWOM WATCH
网论观察 2012
PAGE. 3-4
“Gamification” Marketing PAGE. 5-6 Doomsday Marketing PAGE. 7-8 Crowd Sourcing Creativity and an Enterprising Spirit
SOCIAL MARKETING
Summary:
In March, BMW released a mobile game called, “In-Car Escape IV”. The aim of the game is to emphasize the features of the new 1 Series. To build on the game, BMW offered the opportunity for reward to those lucky winners who passed all levels in the game, like an iPhone case and a test drive of the new 1 Series from a nearby 4S store. First and foremost, netizens thought this was a good game and therefore, an effective piece of marketing, which successfully piqued netizens’ interest in the new 1 Series.
BMW’s In-Car Escape IV
“Gamification” Marketing
Description: The mobile game was about escaping from BMW’s new 1 Series, released in March, 2012. The story covers escaping the New 1 Series and a mysterious back room . Reward: If you successfully pass all of the levels, you earn the opportunity to win an iPhone case and a test drive of the new 1 Series from a nearby 4S store. Platforms: iPhone / iPad
这个游戏挺有意思/ 前三部都很不错哦。[link] The game was interesting. / Last 3 versions were good. 好想去体验1系啊。[link] I wanted to try New 1 Series. 这个营销很赞。[link] The marketing was good.
3
BMW’s In-Car Escape IV
CIC View:
Nowadays, more and more brands are keen to “gamify” their marketing. This playful approach can bring brands and consumers closer together but it has to fit the brand’s identity. There are three different ways for a brand to join in the game.
- Ad Game: An “Ad” game is one that’s been created by the brand. e.g. BMW’s In-Car Escape IV. It helps brands to “play” directly with their consumers.
- In Game: “In” game, as it sounds, is about in-game advertising, e.g. Clarins set a series of traditional looking ads within the social game ‘SPA LIFE’. It helps to enhance overall brand awareness amongst a target audience.
- Game Products: A “Game Product” is a real-life product “virtualized” for inclusion in a social game, like brand engagement with Second Life, for example.
In addition to the obvious opportunity presented to brands by gamifying their marketing, there are also a couple of potential pitfalls:
1st. It will always be problematic to pick a popular gaming mechanism with which to associate your brand in a crowded marketplace. 2nd. Aside from picking a fundamentally “fun” game, there is then a difficult process of artistically and effectively incorporating the brand within the game.
Brands should carefully consider gamification marketing according to overall culture and product features, integrating these factors with the right style of game.
What constitutes “gamification” marketing?
“Gamification” Marketing
“Gamification”
“Ad” Games
“In” Games
Game Products
4
Doomsday Marketing
5
Summary The film, “Lost in Thailand”, set up an official Sina Weibo account a couple of days before the premier, through which the movie was promoted in relation to the topic of the moment, “the end of the world”. On Nov 30th, it tweeted an film forecast and promoted “Lost in Thailand” as the last comedy before Doomsday, which generated more than 3,000 retweets and comments. During the film’s release, it leveraged a series of emotive slogans, like “We would rather laugh to death than die on Doomsday”, which also resonated well with netizens. It didn’t just the leverage most recent topics and behaviors though; netizens were invited to recreate and photoshop the movie poster, which is a well established behavior among Chinese netizens. The celebratory mood after Doomsday was echoed in ongoing promotions that talked about box-office “rebirth”.
Weibo Promotion for “Lost in Thailand”
Forecast:
Last Comedy Before Doomsday
Slogan:
Would Rather Laugh to Death on Doomsday
Box Office:
Rebirth after Doomsday
Click to see detailed case
5
Doom’s Day Marketing
CIC View Doomsday was frequently co-mentioned with the words love, friend, tears and hope, emphasizing an inherent optimism to netizens’ conversation. Lenovo leveraged these hot keywords around the concept of Doomsday to trigger significant resonance with netizens and importantly, potential consumers. Hot topic marketing is growing increasingly popular as brands enjoy an ever more sophisticated ability to listen to netizens’ naturally occurring conversations in social media and know the cultural context in which these conversations occur, facilitating a timely, responsive and highly relevant keyword marketing strategy.
Doomsday Marketing
Lenovo Leverage Netizens’ Natural Doomsday Associations
Data Source: CIC IWOM Data Panel
Data Base: Total buzz volume was 82,438,802 from Dec 1 to Dec 25.
Doomsday Keyword Cloud
Click to see detailed case
6
Doom’s Day Marketing
Summary
The campaign was launched in Q3 2012, across Sina Weibo and Youku platforms. It was initiated by a series of charitable and encouraging stories. In August, “Stories of Token Hu”, about an ordinary designer who aspired to make the first Chinese leisure shoe, and the story of the Chinese Paralympic Ping-Pong Team were published; their faith and ambition deeply touched netizens. In mid September, inspirational stories about 2013 Spring Festival performers and Yan Jiaqing’s quest to find lost Chinese folk music generated another buzz peak. By the third phase, netizens were primed and highly engaged with Chen Gangjian’s charity work and Ye Zuyi’s rural records.
Crowd Sourcing Creativity and an Enterprising Spirit
Johnnie Walker’s “Enterprising Spirit”
Aug.
Sept. Start-Up Entrepreneur behind “Light Wing Shoes” Link
Story of China’s Paralympics Ping-Pong Team Link
Helping Yan to Collect Forgotten Chinese Folk Music. Link
Helping special people perform on the 2013 Spring Festival Gala Link
Helping Students in Need Link
Helping the Elderly Link
7
CIC View
The latest embodiment of the Johnnie Walker “Keep Walking” spirit has achieved a strong sense of resonance with Chinese netizens, generating significant engagement. The secret behind the success in this instance, as has been claimed by netizens, is the Charity element. Ye Zuyi, one of the six KOLs invited by brand to create a short film, is a mixture of sociologist and story-teller, aiming to educate an audience on the lives of elderly people in rural China and the impact changing times are having on them, both physically and mentally. Netizens were overwhelmed and deeply touched by a story so common to many of their own situations. This emotional resonance and artful delivery prompted substantial, spontaneous engagement. This kind of engagement and understanding also hints at a progression in the perception of consumer sophistication, from an ideal of luxury purchasing power to a charitable, emotional empathy.
Charity Elements
Ye Zuyi, an ordinary country recorder, appeal to people for take better care of the old people who have been left behind by rural migrant workers who have gone to cities in search of work.
The Call of Hometown
Link
Link
Stories provokes a “visceral” reaction…
We all should go home once in a while to extend our love to our parents.
I really appreciated the charity movie by JW, thank you and such great young people Ye for reminding us to take care of our elders.
Crowd Sourcing Creativity and an Enterprising Spirit
Charity is the new Luxury
8
IWOM WATCH About CIC
CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organization. Since 2004, CIC has pioneered IWOMized technology, research and consulting. Firstly, by coining the term IWOM and then being the first to raise the concept of “social business” in China. As the industry thought leader, we have always been at the forefront of China’s internet and social business revolution. CIC is China’s largest integrated 3rd party provider of technical IWOM solutions, social media studies and social business intelligence. In order to help companies effectively leverage this social business intelligence, CIC provides customized research, consulting services, syndicated reports, and industry trend watches, rich in actionable insight. In addition to helping brands accomplish their social business aims, CIC is also monetizing the social business industry in China, creating an integrated social business support system (IWOMmaster), powered by our proprietary technical solutions and platforms. CIC utilizes its own patent pending technology to capture millions of online conversations and “makes sense of the buzz” by analyzing them to draw out insight that leads to more effective action. CIC gathers and mines over 100 million naturally occurring consumer comments every month, from a range of uniquely Chinese social media platforms including blogs, BBS, microblogs and social networking sites, then by applying our unique, China focused methodology, provide a comprehensive picture of the social media landscape and its implications for business. To date, CIC has archived almost 7 billion mentions of brands and products, from over 2 billion consumer comments. CIC has developed solid, long-term retainer relationships with leading multinational agencies and Fortune 500 companies. For over 8 years, CIC has persisted in analyzing the milestones of China’s social media landscape, sharing the most innovative concepts and practices in IWOM in white papers and trend watches of various industries. We’ve always been committed to providing an unbiased, third-party perspective, to enrich the whole industry and help enterprise grasp the revolutionary opportunities brought about by the development of social business. In early 2012, as China’s leading social business intelligence provider, CIC agreed to be acquired by WPP’s Kantar Media, the media research and insight division of Kantar, as a move to strengthen its position and with aim to expand its social offering across Asia Pacific. Kantar Media has over 5,000 employees around the world, is currently working with 22,000 companies, tracking 3 million brands across 50 countries. As the consumer insight arm of WPP, Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. (media release) CIC will continue to provide social business intelligence from an objective, third-party perspective, to the world’s leading brands and agencies.
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2012: 2012 IWOM Watch Travel Special Edition | view IWOM watch Compilation 2011 | view 2011: IWOM watch Special Edition: Microblog | view 2010: IWOM watch Special Edition: LBS (Location-based service) | view IWOM watch compilations from 2006 to 2010 (part 7) - How brands marketing under social media age | view IWOM watch compilations from 2006 to 2010 (part 6) - Interaction in virtual gaming world between brands and netizens | view IWOM watch compilations from 2006 to 2010 (part 5) - The inspiration from “Shai”,“Show” culture for brand marketing | view IWOM watch compilations from 2006 to 2010 (part 4) - Spoof – Brand’s “ending” or “chances”? | view IWOM watch compilations from 2006 to 2010 (part 3) - Viral videos storm come up with brands | view IWOM watch compilations from 2006 to 2010 (part 2) - Brands Crisis upgrade to 2.0 | view IWOM watch compilations from 2006 to 2010 (part 1) - New product promotion way through new media - Seckill & Group purchase | view
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