The marketing of "Against the Water and Cold" during the end tour period is already very intense, and the publicity status of the "Against the Water and Cold" mobile game as a later wave is naturally unyielding. At present, the two fashion launch nodes of the "Against the Water and Cold" mobile game have achieved the top of the iOS best-selling list.
Game Daily has always been curious about how the "Against the Water and Cold" mobile game was announced, and are there any characteristics? Just take this opportunity to review and analyze what "technology and ruthlessness" have been on the mobile game "Against the Water and Cold" in the past two months.
Use the most ruthless work to attract heat and skillfully create memory points
Use tens of millions of red envelopes, Weibo house delivery and other banknotes to attract heat
If you want to say that the propaganda is the most direct and violent, it must of course be the ability to banknote. As the saying goes, money can make ghosts push and grind, V you 50 let you play the "Against the Water and Cold" mobile game, you say play or not. Although the publicity of the "Against the Water and Cold" mobile game was not so direct, from the publicity action of the "Against the Water and Cold" mobile game, it really showed its banknote ability from many aspects, such as WeChat public account reservation to send a total of 10 million yuan in red envelopes, Weibo room delivery, V50, V milk tea, V night snack and so on.
Among them, the biggest one may be the "National Wind Heavenly Group" announced on June 10. A total of 16 spokespeople from different industries and different skills were invited, and looking at their respective identities, this card is really a bit big.
Source: "Against the Water and Cold" mobile game official Weibo Game Daily collation
In fact, as early as May 20, 2022, a tweet of the "Against the Water and Cold" mobile game already predicted that it would launch a banknote ability offensive in the future. The tweet, titled "How to Build a Game That Brings Down a Public Company," mentions a new marketing director who says he "knows all the artists and influencers in China; Prepare to launch an unprecedented marketing campaign; Players come to make an appointment for the mobile game against the water cold, we will send them 10 million WeChat cash red envelopes; I plan to let everyone on the planet with a mobile phone know that NetEase Lei Huo has produced the mobile game "Against the Water and Cold" by smashing advertisements. ”
Whether the four sentences said by the marketing director in the tweet are completely true is impossible to know, but two of these four sentences have been partially confirmed by the subsequent publicity operation of the "Against the Water and Cold" mobile game. For example, the first sentence corresponds to the marketing of the National Style Tiantuan, and the third sentence corresponds to the marketing of sending red envelopes to users when the mobile game "Against the Water and Cold" opens WeChat reservations.
He is good at cleverly using various events to publicize
In addition to the banknote ability, the publicity of the "Against the Water and Cold" mobile game has another feature, that is, it can often skillfully use various events to achieve its own publicity goals, and these operations have strong memory points, which are impressive. For example, in the late night client leak incident on June 25, the mobile game "Against the Water and Cold" attributed the responsibility to the development team member "Liu"; The 500,000 yuan ID auction event that occurred after the pre-download and pre-creation corner was opened on June 26; Open "Pre-experience" the day before the open beta, providing a Jinghu experience area where you can chat and punch in, making players more impatient to increase the popularity and other operations.
On June 30, the mobile game "Against the Water and Cold" penetrated the whole life to an angle you didn't expect. Before receiving this open server text message, Game Daily Jun did not expect that a small open server text message could have such great lethality.
Open SMS with explosive copywriting
Before the game daily Xiao Ao also analyzed that the "Against the Water and Cold" mobile game likes to play terriers when it is announced, see the hyperlink for details. But I really didn't expect it to be able to directly call the leader "old thing".
In addition to text messages, the "Against the Water and Cold" mobile game was banned from Weibo for 3 days on the day of the public beta, according to the official "Against the Water and Cold" mobile game, because the advertising amount is suspected of not meeting Sina's requirements.
The above are all cases of "Against the Water and Cold" mobile game cleverly using various events for publicity, each of these cases can be used as a strong memory point to deepen players' impression of "Against the Water and Cold" mobile game.
UGC content marketing: Take the lead in creating memes to stimulate players to create a second creation and achieve the purpose of warm-up
After reading "Fierce Life", let's look at some mild UGC content.
Before the public beta, the mobile game "Against the Water and Cold" opened two UGC-based cloud gameplay, namely Cloud Manor, which opened on May 21, and Cloud Pinch Face, which opened on June 6. Next, Game Daily will specifically talk about how the "Against the Water" mobile game is marketed around these two events.
Cloud Manor
During the opening period of Cloud Manor, the "Against the Water and Cold" mobile game officially held the #Find Manor Dream Maker # co-creation activity, and the activity needs to bring corresponding topics and submit cloud manor related content on the four platforms of [Weibo], [Little Red Book], [B Station], [TapTap] to participate.
The gameplay of Cloud Manor is that players, as a manor designer, can edit and arrange the appearance and terrain of the manor according to their own ideas to create their ideal manor, which is often favored by various "construction masters".
It is precisely because the cloud manor itself has UGC attributes, coupled with the official boost, it can form a certain content dissemination effect, especially the four major platforms have some bloggers who specialize in the construction of the manor, and some of them are not for the event to participate in the submission, but to "generate electricity with love" to create, and then share.
Cloud Manor related videos Source: Station B
And below these videos, players who were attracted by the works of Yuyun Manor also left their own opinions.
Cloud Manor Video Review Source: Station B
Yun pinched his face
In another activity, the popularity brought by Yun Pinch's face is more than that of Cloud Manor, and the "Against the Water and Cold" mobile game official also took the lead in creating memes. The Cloud Pinch Face campaign started on June 6, and on June 8, the mobile game "Against the Water and Cold" was released called "Help!" Someone pinched the anti-Xiaohan! " tweet, released the player @Naiwu pinched the reverse Xiaohan. Reverse Xiaohan is the operator of the "Against the Water and Cold" series, mainly responsible for the operation of WeChat public accounts, and has appeared in live broadcasts.
Reverse Xiaohan and "Reverse Xiaohan" Source: "Against the Water and Cold" mobile game WeChat public account @Naiwu
In addition, the "Against the Water and Cold" mobile game also released a pinched face image that broke the dimensional wall, which is Haruko Akagi in "Slam Dunk".
At the same time, the "Against the Water and Cold" mobile game official also selected different styles of pinched faces, including "Shizun" style, "County Lord" style, and "cyberpunk" style and so on. In general, this tweet plays a role in throwing bricks and jade, not only releasing a delicately shaped pinched face as an introduction, but also mentioning words such as "sense of the times" and "dimensional wall" in passing, providing players with more UGC ideas.
Tianxiang became a direct sale, 68 yuan only 6: lightspeed skating kneeling marketing to gain goodwill and attract consumption
Next, let's talk about the marketing of fashion after the open beta of the "Against the Water and Cold" mobile game.
After the official public beta, the mobile game "Against the Water and Cold" also started the operation of bringing goods. On July 4, the "Against the Water and Cold" mobile game officially released a "bringing goods" tweet, announcing two new fashions, introducing that one of the lotus-themed fashions priced at 68 yuan will be launched on July 6.
But in the promotion Weibo, the first hot comment bluntly said, "Look at this is good". "Against the Water and Cold" mobile game official Bo said at the time that he would not take screenshots.
The next day, the mobile game Guan Bo of "Against the Water and Cold" said that he heard "six pieces" as "sixty-eight". When 68 fashion became 6 yuan, the attitude of some players also changed.
"Do you think 6 pieces look good now"
You think that the "Against the Water and Cold" mobile game is only such a big job, it is too young. From the perspective of event review, this 68 to 6 good show is only the first opening scene, let's take a look at the second anniversary of the event.
On July 8, the "Against the Water and Cold" mobile game officially launched the [Green Snake Fahai] series of fashion, and announced that it will join the Heavenly Reward Pool. The inclusion of fashion in the Sky Prize Pool means that luck is needed, and the expected price of obtaining this set of clothing will be much higher than the direct price of the mall, and sure enough, the "Against the Water and Cold" mobile game was scolded by players again.
The next day, the "Against the Water and Cold" mobile game said that after "internal discussion", the price was reduced again, and the fashion price of the [Green Snake Fahai] series was adjusted to 288 yuan for direct sale. From the Sky Reward Pool to 288 yuan direct sale, the price gap between this can be more than a little, specifically the amount of money required to guarantee the bottom of the Sky Reward Pool is about 3,000 yuan. There is a gap of nearly ten times between 3,000 yuan and 288 yuan, and although some players are still cursing under this operation, some players have accepted it.
Such a strategy has proven to work. According to the dot data, the time node of the two rhythm skin launches, "Against the Water and Cold" mobile game has topped the iOS best-selling list.
"Against the Water and Cold" mobile game topped the iOS best-selling list for the second time Source: Dian Dian Data
epilogue
It has been more than two weeks since the mobile game "Against the Water and Cold" was launched, and during this period, it has also completed many achievements on the iOS free list and best-selling list, and it is safe to say that such results are inseparable from its announcement. However, for now, the game experience of the "Against the Water and Cold" mobile game still has some problems that are "not matched" with the announcement, and Game Daily will also report this part separately in the future.