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The World Cup is in full swing, open any APP, you can see the discussion of it. For this quadrennial event, the product naturally cannot miss this good opportunity for marketing. So, how do various Internet products grasp the marketing and successfully convert? The author of this article lists several World Cup marketing cases out of the circle, analyzes them, and shares them with you.
At present, the quadrennial Cartel World Cup football tournament is in full swing, as the world's top major sports event, its discussion on the Internet, the spread of heat will surely be on major social platforms for a long time.
During this period, for brands and platforms, with the help of World Cup popularity, let their products enter the public's field of vision and form a cognitive difference of "content productization" in the minds of users, and the help to the marketing communication of subsequent brands will be immeasurable.
This article allows us to analyze how takeaway platforms and social platforms used the world's top sports events to spread and revitalize their "traffic pool" in the 2022 Qatar World Cup.
1. Short videos enter the World Cup
1. World Cup case study
"Did I make a mistake? Penalty kick, penalty, what is there to be afraid of? We can order footballs, balloons, yarn balls..." Recently, perhaps you have brushed Yang Mi's short video for Meituan takeaway on major social media "Watch the ball game, come to Meituan takeaway".
The video in a very creative form, let the players in the World Cup scene discourse, with a colorful use of homophony to interpret the food delivery service related to the Meituan takeaway platform, the current video has received 1 million + views, 33,000 likes, 7200+ comments on a single channel, in the cartel World Cup platform heating marketing has been regarded as an out-of-the-loop case.
In addition to the above-mentioned creative videos related to the World Cup, Meituan Takeaway also has a video sponsoring the Ghanaian national team, which has also attracted many authoritative media reports and retweets in the industry.
In the video, when the World Cup team Ghana was training in the football stadium, it accidentally "bumped" the clothes of Meituan's takeaway brother. Nowadays, this video continues to be brushed by people on Douyin and Youtube respectively, Meituan takeaway this wave of reverse marketing, have you been surprised?
In addition to the above two Meituan takeaway videos, Mengniu's "Youth is only a few World Cups, nourishing your cup", through the memory of many World Cups, before the new World Cup, take everyone to review the youth memories of the previous 11 World Cups, to express Mengniu's healthy and nutritious companionship for everyone.
From the perspective of previous World Cup marketing, for the takeaway platforms, social platforms, and brands under large manufacturers, the most conventional means is to start with signing stars and sponsoring team marketing.
However, from the current case of the 2022 Qatar World Cup, with the help of the current short video boom to create social marketing in the field of Internet brand short video, and then through "short, frequent and fast" marketing methods to attract people to discuss, occupy the user's social vision, and undertake the communication between brands and users with interesting interaction, or has become the preferred form of creation for most brands during this year's World Cup.
In summary, short videos entering the World Cup has become the best means for takeaway platforms and social platforms to "expand territory and grab traffic".
2. The essence of entering the game is to grab traffic
Anyone who does marketing knows that with the help of a big event hot spot, create brand content that fits the hot event. Then use the channel for marketing communication, so as to achieve brand exposure and sales conversion under hot events, which is called "hot marketing".
In the early days of social media, for most brands, it was a simple poster of hot events, which slightly integrated the elements of hot events from the copy and content, and released it to the corresponding social platform.
However, for major sporting events in the world, if the brand is not a sponsor of the event, it cannot use the event icon and other elements of the event.
For this reason, at the World Cup, there are three levels of sponsors, namely (FIFA partners, FIFA World Cup sponsors, and regional official sponsors).
The quadrennial sports event will not miss this traffic storm in vain for the takeaway platform under the big factory and the current mainstream social platform.
(In 2018, Russia World Cup out of the circle)
Before the World Cup, Douyin put the "World Cup live broadcast" + football elements on the icon early, and Xiaohongshu also made a floating window of "Hot Chat World Cup" on my page, Ele.me "watch the ball, win the free order", and Meituan "Hi eat and watch the football season".
Among them, Douyin, as a privileged broadcaster of authorized media cooperation for the 2022 Qatar World Cup, has opened a special channel of "World Cup" on the platform's column, allowing users to enter more intuitively to understand the details of the World Cup.
3. Marketing forms and communication strategies
Next, let's analyze the takeaway platforms (Ele.me, Meituan) and social platforms (Xiaohongshu, Douyin) under the big manufacturers in turn, and how they use the hot spots of the World Cup for marketing communication.
How does the marketing model and communication strategy behind it continue to allow users to enter the platform, let them pay for the food packages of the takeaway platform, and provide a steady stream of creative materials and resonant topics for social platforms?
How do they use the hot spots of the World Cup to create their own platform tonal theme activities and obtain waves of traffic under the World Cup!
For takeaway platforms, the ultimate goal is to use the hot spots of the World Cup to increase the number of orders placed by users for product packages on the platform.
For social platforms, it is to break the personal social barriers of users, obtain more registered users for the platform, and continue to create secondary content.
Let's take these two questions and see how they do it.
Second, food group buying helps watch the season
1. Takeaway platform: Ele.me
The entrance window related to the World Cup that Ele.me made on the homepage of the platform is "Guess the Ball to Win the Free Order", from the literal meaning, we can conclude that its main marketing strategy is to get free order by guessing the goals of the World Cup.
The theme of the event fits the World Cup, and gives the corresponding free order discount after successful quizzing, for users of the platform, the theme of the event is easy to understand, and there is interest guidance, which is a more reasonable activity guidance title.
After entering the event page, we see that their event theme is "Guess the Ball to Win the Year Free Order", which will be more specific than the title of the floating window, and the benefit "temptation" of "Free Ticket for the Year" is more in line with the atmosphere in the event details.
After entering the "Guess the Ball to Win the Year Free Order", we saw the activity column is the "X round of quizzing" column, the following are the team PK of the group stage of the daily event, through guessing the win, guessing the draw, guessing the win and other three options, allowing users to carry out competition activities, such as: 11-26, Tunisia VS Australia, 72847 guess Tunisia wins, 90371 guesses, 160,000 guess Australia wins.
When you click the guess button, you need to have "foodie beans" to guess, each bet of foodie beans needs at least 20, and there are two channels to get foodie beans, one is to sign in to earn foodie beans, and check in every day to get 1 foodie bean.
In addition to signing in to get foodies, there are also two foodie beans that can be obtained, which are the order task (gourmet takeaway, fruit and vegetable supermarket) shopping task, such as gourmet takeaway today order 2 orders to get 300 foodie beans and so on.
The above is the marketing project of "Guess the Ball to Win the Year Free" launched by Ele.me in the 2022 Qatar World Cup, its main marketing logic is: to launch a competition to get a year-round free order activity, and then design the quiz conditions (foodie beans), and this condition is bound by user login (daily check-in) and purchase platform product binding (300 foodie beans can be obtained by placing 2 orders a day).
The theme of the event is simple and clear, and it is related to the intensity of the World Cup event, and the event process is relatively simple, you can participate in the quiz if you place an order to get foodie beans, and if you succeed in the guess, you will have the opportunity to win the annual free order prize on the Ele.me platform.
2. Takeaway platform: Meituan
After reading Ele.me, let's continue to watch Meituan.
Meituan's marketing campaign launched at the Qatar World Cup is called "Hi Eat and Watch the Season", which conveys the core of meeting the spiritual needs and food requirements of users when watching the game.
"Hi Eat" fits the scene of fans watching the game, and is a more relaxing and comfortable time to enjoy.
Meituan's main event page of "Hi Eat and Watch the Season" is to launch a series of packages to help watch the game.
For example, McDonald's (World Cup event model) also launched a series of "casual watching" series of food, including roast chicken, chicken steak set, and seasonal trendy drinks. In addition, there is also a "casual watching of football, snacks from 1 yuan" that everyone can participate in, covering voucher rolls, single cups of milk tea, etc.
Compared with Ele.me, Meituan's "Hi Eat and Watch Season" is relatively simple, with no promotional activities for event events, and only a series of packages for the scene food needs when watching the game.
And in terms of price, the implementation of limited sales, first-come, first-served, official subsidies and other promotional methods, its marketing purpose is concise and clear, that is, to meet people's demand for food when watching the game, and increase the number of orders placed by users for Meituan platform products.
After talking about takeaway platforms, let's enter the key points to analyze what kind of marketing activities are launched by current social platforms (Douyin, Xiaohongshu) for users of the platform during the World Cup, and how is the marketing logic behind it realized?
3. Social platform: Douyin
Friends who often brush Douyin should have found that in addition to the opening of the 2022 Qatar World Cup, Douyin replaced the usual event icon with an icon with World Cup elements early, and added "FIFAs World Cup Live Broadcast" + football elements to the new icon, through Chinese and English and icon illustrations, to convey that the Douyin platform is a privileged broadcaster for the 2022 Qatar World Cup power media cooperation.
Because Douyin is the only strategic partner of short video and live broadcast of China Central Radio and Television Station among the three authorized media cooperation of the 2022 Qatar World Cup, the other two are (China Central Radio and Television Corporation: Qatar World Cup exclusive broadcast rights, China Mobile Migu Company: China Central Radio and Television Station 2022 Qatar World Cup broadcast top partner).
Douyin can start the "World Cup" event column on the homepage of the platform, which has the theme of the event "Go to Douyin, watch the World Cup" and the Hercules Cup picture.
There are multiple channels under the event, covering (all fixtures, standings, prize predictions, my home team), and real-time (live broadcast of matches, celebrity chats, hot lists, popular stars, World Cup goodies, blockbuster hits, everyone is filming) and so on.
All the schedules and standings are easier to understand, and the prize prediction and the takeaway platform's competition form is more the same, but Ele.me orders foodie beans to participate in the quiz, while Douyin's competition currency is replaced by "Golden Globe", and the social attributes of social platforms are set up, the friend booster mechanism is added, and users are guided to scan the code to download the Douyin app by forwarding passwords and face-to-face.
In Douyin's quiz campaign, basic quiz (no need for Ballcoins) and prediction competitions (Balls required) are set up, of which there are three channels to get Ballcoins (World Cup Paradise, Football Talent, My Main Team).
Among them, the World Cup Park is a level-breaking game, football experts are "by answering 5 questions to get the right Golden Ball coins", my main team is more straightforward, that is, by joining the corresponding football team to obtain corresponding rights and interests (exclusive medals, exclusive gifts, exclusive chat channels) and so on.
From Douyin's "on Douyin, watch the World Cup" activity, we can see that on Douyin, the content about the World Cup is richer, and you can directly watch it (live broadcast of the event, hot comments of famous mouths, hot search list of the World Cup) and the form of videos taken by fans and users under the World Cup.
In the event of Douyin, it has become a "platform-based miniature World Cup scene", which has the event process, quiz activities and social activity gameplay. And the Golden Ball coins obtained by the user through a series of activities can be exchanged for cash and stored in the user's wallet, and the exchange ratio is 1000 Golden Ball Coin = 1 RMB.
From the activity of "Go to Douyin, watch the World Cup" on the Douyin platform, it can be seen that Douyin can not only solve the needs of users to watch football matches anytime, anywhere during the World Cup, but also participate in events through simple interactive games to meet users' sense of participation and spiritual needs for World Cup events.
Most importantly, the Golden Globes obtained by watching the World Cup on Douyin can also be converted into cash and withdrawn.
Compared with the takeaway platform, Douyin does not have corresponding goods for users to buy, but as the only short video platform cooperated with the three authorized media in the Qatar World Cup, it can directly put the World Cup on the homepage column, and the content of the event is richer, and set up a series of activities to create a wish appeal for users to "watch the game and get income".
It turns watching the game into a "paying, rewarding" behavior, reducing the lack of family and work of the majority of fans because of watching the World Cup, which is where it is powerful.
4. Social platform: Xiaohongshu
Finally, let's take a look at the social platform Xiaohongshu, what marketing moves it has at the Qatar World Cup?
Xiaohongshu opened an event called "Hot Chat World Cup" in my floating window on the homepage, and the theme of the event was: Xiaohongshu World Cup - Ball Judging Conference. As soon as you open the page, a bloody background music hits, and below is the current quiz event against the showdown, England - the United States.
Under the competition activities, eight channel pages have been opened, namely: real-time hot chat, guest opinions, quiz quiz, team popularity list, hot post list, little red team quiz, player popularity list, and hot evaluation list.
In addition, there is also a World Cup discussion square, in which three channels (popular, team, star) are set up and related topics under the corresponding channels, such as #Messi#, #Ronaldo#, #World Cup Mascot#, etc.
Xiaohongshu's World Cup Ball Appraisal has two forms of quizzes, namely the quiz He Xiaohong's team quiz. Quiz is a quiz activity in which users participate in the 3 questions of this competition, and all correct answers can divide the red envelope, and the questions of the answer include; The time when the first red card of the game was generated, the winner, etc.
The winner of the Little Red Team's quiz can divide 100,000 bottles of craft brew, and the way to participate in the quiz is to need "craft coupons", the way to get craft coupons is to watch the 15s magic video of small sweet potatoes, and you can get 2 craft beer coupons for each time you watch it, if the corresponding team wins this game, the craft beer rolls you hold will double.
Compared with the Douyin platform, Xiaohongshu's World Cup evaluation conference activities are not many, but its important focus is on users' sense of participation and social interaction, and increases users' sense of participation in activities through World Cup discussion squares, real-time hot chats, quiz interactions, etc.
In Xiaohongshu's quiz activity, successful guessing can still get a series of bonuses, and the condition set by the quiz is still to watch its platform content.
To sum up, during the World Cup, the purpose of the takeaway platform's activities is to increase the number of orders placed by users on the platform, and launch food group buying to help the World Cup through a series of purchase interactive mechanisms (limited, discount, limited exemption) to meet the needs of fans for food when watching the World Cup.
On the social platform, Douyin and Xiaohongshu do content around the scene of the World Cup, Douyin "moves" the entire World Cup on the platform, and users can open their mobile phones on their mobile phones to watch all the events about the World Cup, the tidbits behind them, team style and so on.
Combined with its own powerful content mechanism, viewers can create secondary video content about the World Cup, increase the number of visits and interactions of platform users, and launch an interactive mechanism of "watching football matches to win cash prizes" in real time.
Compared with Douyin, Xiaohongshu pays more attention to social, community discussion, etc., although it also makes watching football matches a model of income, but its main content is still strong interaction, strong social attributes, it takes the World Cup topic as the starting point, through a series of interactions let people gather on the Xiaohongshu community, real-time sharing fans' views on World Cup events.
And all this is inseparable from the positioning of the platform, in other words, it is based on the positioning of its own platform, driven by interests, topic interaction allows users to walk in, and then generate content that conforms to the tonality of the platform, each platform will use the popularity of the World Cup to the extreme, or increase the number of product orders or continue to create high-quality content.
Among them, the attributes of social platforms are more prominent, and they are all divided into crowd territories through content. Let more people with more interests and hobbies enter their platform, there will naturally be people with content, and some people will continue to produce a steady stream of content.
For world-class sports events, it is an opportunity for product promotion and traffic growth that can be encountered on the takeaway platform and social platform under the big factory, and it is an excellent opportunity for the products of the big factory to seize the user ecological niche.
Third, the World Cup also has a new perspective
1. The content is new and interesting
When the World Cup was in full swing, perhaps you have been continuously brushed by the following pictures, in which Messi and Ronaldo sit opposite each other on opposite sides of the chess board, looking focused. Messi held his chin with one hand, thinking about what to do next, and Ronaldo was also thoughtful, thinking about how to fight.
Or when Portugal played against Ghana, Cristiano Ronaldo hit the Weibo list, and behind this is actually the "storm figures" who focus the public's vision on the court, just because they have their own halo, and they are also the best topic for the media to explore information in previous World Cups.
But focusing all your energy on a well-known star or a team ultimately depends on most of your luck, like the Meituan case at the beginning of the article, in fact, the reason it can cause public interaction is; It interprets the contrast of behavior recognized by people in the World Cup scene through the actors' emotional interpretation, and is well connected with the products and services of Meituan's platform to resonate with users.
Among them, the content that can cause viewers to interact and continuously produce the discussion that the audience thinks and feels is the best effect achieved by the brand in marketing, that is, the "content productization" in the process of brand communication.
If this brand of borrowing marketing in addition to its own "World Cup" hot spot, in the process of content output and dissemination, can attract the attention of consumers and create topics that can be discussed for the audience, can bring its own stories and emotions of information, no longer just the surface of borrowing marketing, so that even if the World Cup heat passes, the brand's communication power in the market will be very strong.
2. Capitalize on marketing strategies for big events
For major global events, conventional marketing is mostly about signing a star player or sponsoring a team. But even if a certain star star signs a heavyweight, it is difficult to maximize the marketing of the momentum in the unpredictable field, and there is a lack of guarantee in the goal-based football competition.
Throughout previous World Cups and this year's World Cup in Qatar, it is not uncommon for a star player or a strong team to break the sand.
As a brand, what we need to do is not to sign a super star or a star team, but to discover those creative gameplay that allow them to generate discussion and continue to speak out in the field of view of the World Cup audience. Only if the audience participates and is interested, your content will naturally get more attention.
3. Discover directions and creative gameplay
The most basic elements can be summarized into three:
1) The content is "conflicting"
Conflict is that the direction of the creative marketing plot has been reversed, and the reversal does not mean standing on the opposite side of the audience, but the unexpected direction of the audience, but combining products becomes logical. For example, in the group takeout video at the beginning of Mei, "Can you only send oolong balls?" Can't you send yarn balls, yo-yo balls, and shrimp balls? ”。
2) The content direction conforms to the logic of normalization
Your whole gameplay can be very social or very meme, but the final landing needs to conform to people's logic, and don't turn logic into areas that don't conform to people's perception for the sake of novelty. If the output content needs user education, people generally do not take the time to understand.
3) Abide by the law and conform to the core values of society
The above is not only the analysis of the 2022 Qatar World Cup, the "big factory traffic battle" in the takeaway platform (Ele.me, Meituan), and social platform (Douyin, Xiaohongshu) for hot events.
It can be summarized into one sentence: "All traffic competition is the occupation of the portrait ecosystem".
Above, hope to help you!
Columnist
Nan Sujian, public number: Nan Sujian, everyone is a product manager columnist. Senior content strategist in the fields of (self-media, short video, community) and other fields. Write articles, take pictures, and welcome to come and communicate with each other.
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