This morning, I was laughed at by a colleague's complaint: What kind of sin did I create in my last life, I have to accompany my children to write homework until 12 o'clock in the morning in this life!!
This reminds me of the funny news of "Qin Lang lost his winter vacation homework in Paris" at the beginning of the year and all kinds of fancy homework students on the subway, although the "Paris lost homework" incident seemed to fall into Rashomon in the end. But it's true that this generation of children is bitter, and parents are even more bitter, they write their own homework when they are young, and they accompany their children to write homework when they grow up.
It's really funny and sad! I have to sigh that adults and children don't have to play this year.
Of course, I'm not alone. A while ago, Xiaohongshu blew a gust of wind in "Contemporary Baizi Tu", because the national style masterpiece "Baizi Tu" was exploded: unlike the ancient Baizi Tu, which was full of children's toys and play scenes, in this contemporary version of the Baizi Tu, it was replaced with learning tools, cram schools, training, and competitions......
When the national style masterpiece and realism reached a perfect "closed loop", netizens took the lead and couldn't sit still: those who know me, "Contemporary Hundred Sons" also, this is not a reproduction of the contemporary society where "playfulness" is lacking? ?
After a little understanding, it turns out that this is a treasure hunt initiated by Oreo!
Moreover, this "Contemporary Hundred Sons" is not only 32 meters long, but also appeared in the Xujiahui subway station in Shanghai.
I have to say that Oreo understands the suppressed "playfulness" in the hearts of the public, and even understands the traffic password!
It turns out that it is the nature of Chinese to love to play
To be honest, if it weren't for Oreo's "Contemporary Hundred Sons", I would have almost forgotten that our ancestors used to be so good at playing.
Someone kicks Keju :
Someone skateboarding:
Someone practiced stakes:
Although this "Contemporary Hundred Sons" nakedly shows the realistic metaphor of "playing absent-mindedly", it has successfully awakened the traditional "playarts" of the Chinese people in the depths of the public's memory: from the Spring and Autumn Juggling, the Han Dynasty music and dance opera, to the qin, chess, calligraphy and painting, juju, kite, rattle, hollow bamboo, tangram...... There are countless kinds of "plays".
I found that the Chinese nation is a nation that is very good at "playing", and "fun" has long been engraved in the bones of the Chinese and has become an important part of national culture and historical memory.
However, "involution" has long been promoted to the keyword of the times. The "social clock" swings so fast that we all forget "how to play".
Oreo
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Why did "playing with the heart" disappear?
It's not hard to understand: in modern society, adults are busy with 996, drowning in long standby work, and children who should be playing wantonly are also lined up with various training classes on weekends, and the heavy academic pressure is gradually losing their playfulness.
If you don't believe it, look at the children in "Contemporary Hundred Sons", some people participated in the poetry contest:
Someone participates in the reading corner:
The English Speech Contest didn't fall either:
And even young people who have always loved to play seem to have forgotten "play" in the stress. Two days ago, I saw the "Survey Report on the Competition Mentality of Youth Groups in the Mainland (2023)" released by the People's Think Tank, showing that more than 80% of the young people surveyed said that they felt competitive pressure "often" or "sometimes", among them, "work 996", "public examination editor" and "job application" caused a sharp increase in the competitive pressure of young people.
Looking at it this way, Oreo's "Contemporary Hundred Sons" is not only a powerful confirmation of the mood of the era of "lack of playfulness", but also a powerful awakening of playfulness hidden in the national genes. Further, this is also a way for Oreo to promote the "play heart" discussion into a social and public issue.
Oreo's advocacy of "playing with the heart" is not a "Buddha" and "lying flat" in the face of social pressure, but a relaxed lifestyle, work is very important, studies are very important, but play is also very important, even if life is busy, you can't lose your playfulness.
National "Treasure Hunt Heart"
Oreo really has a set
However, it's not just our ancestors who can play, Oreo is also quite good at playing. Let's talk about this communication activity, in order to let everyone regain the "play heart", a set of progressive "play heart" flower work has been put out. It is said that brands that can't play don't deserve to make friends with users, and Oreo is obviously the qualified and excellent one.
First of all, an offline Oreo "Contemporary Hundred Pictures" subway exhibition made the whole network collectively think about "playing with the heart".
Philip Kotler has long said that in an era of attention scarcity and information fragmentation, brands need to create Wow Moments for consumers.
Oreo clearly knows this. In late March, in the transfer corridor of Xujiahui subway station in Shanghai, a 32-meter-long dynamic ancient style giant screen "Contemporary Baizi Tu" attracted countless people to stop and watch. Some people take photos and check in, and some people scan the code to experience..... To be able to stop such a busy modern person is clearly a true Wow Moment.
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There are two reasons for this:
First, visually, the huge antique screen has its own "conspicuous bag" characteristics, which is not only eye-catching, but also an effective medium for the public to understand Oreo's "play heart".
Second, in terms of content, as we said earlier, the busyness and lack of "playfulness" in modern society are expressed in the form of traditional Chinese painting, and this sense of contrast undoubtedly makes the brand interrogation of "where has our playfulness gone" more powerful.
Returning to the perspective of communication, the "dynamic giant screen" turns the subway launch itself into a small social event, while the "Contemporary Baizi Tu" is a brand expression that breaks through the scope of marketing, is a wave of immersive social thinking about "playing with hearts", and is also Oreo's call and cry for the public to regain "playing with hearts".
Secondly, the online treasure hunt and heart mini program is to experience the joy of regaining "playing with the heart" in social interaction.
If you want to say what kind of marketing can move people's hearts the most, in addition to emotional catalysis, it is the magic of personal experience. After all, the fastest way to make a person fall in love with "playing" is to get him to actually play.
That's the purpose of the Oreo Treasure Hunt Mini Program. However, unlike the offline "Contemporary Hundred Pictures" for the real presentation of the lack of "playfulness", Oreo deliberately implanted those traditional "playthings" of the Chinese nation in the mini program. In the process of appreciating the modern Baizi map, players can look for 10 flashing "easter eggs" buried by Oreo - Luban lock/tangram/kite/Oreo and so on.
On the one hand, the process of finding easter eggs is not only a treasure hunt, but also a process of finding play, which can be regarded as creating a scene for players to experience "playing with hearts", and on the other hand, players can also earn "cookies" points and other surprise benefits by collecting easter eggs, and experience the "play" call from the brand.
However, in my opinion, Oreo's "thought" in creating the Treasure Hunt Mini Program may also be to provide a "short" opportunity to rest in everyone's busy life, and also to make a kind reminder of "not losing your playfulness".
Finally, we should give full play to the content co-creation power of multiple KOLs, so that the discussion of "playing with hearts" will arouse heated discussions on the whole network.
When KOLs become an indispensable part of brand communication, the Oreos I see obviously have a deeper understanding of KOLs: in the process of "treasure hunting", multi-circle KOLs are used as the key strongholds of communication, radiating sound outwards, and using Oreo's "Contemporary Hundred Pictures" and "Playing with Heart" viewpoint output and other growing content as the key to communication, so as to achieve fission and communication sharing, so as to form a brand impact in a short time.
First of all, at the content level, Oreo took the lead in "playing with the heart" leader@王昱珩, the "water brother" who realizes financial freedom by "playing", and @Yiyi, who "plays" the true colors of life, to take the lead in driving online and offline check-in interaction, supplemented by a number of local life experts in Shanghai to continue to check in and drain traffic, heating the topic of "playing with heart" for the brand. Subsequently, it leveraged core KOLs in various circles such as culture and art, trend information, etc., to unlock diversified communication content, stimulate the creation and secondary dissemination of new "playful" materials, and detonate the upsurge of national discussion and participation.
Secondly, unlike most social media communications, which focus on activating the value of public domain traffic, Oreo has focused on WeChat Channels and focused on the private domain drainage ability and social value of Channels, so as to activate Oreo's "social currency" attributes.
In terms of specific operations, Oreo activates the content of "Play Heart" with the social fission of the video account and opens the emotional entrance: through the content extension and dissemination of multi-circle KOLs, and the posting participation and secondary dissemination of UGC, the value of Oreo's "social currency" is brought into full play, and effectively extended to public domain traffic platforms such as Xiaohongshu, which greatly improves the richness and influence of the communication content, and then reaches more people in the discussion of the whole network, and finally consolidates the consensus of "playing with the heart".
Take the tide toy gift box as the carrier
Let Oreo's playful spirit have a home
Marketing is not a pavilion suspended in the air, it must find a concrete carrier. This is true, no matter how much marketing is played, there must be a landing point in the end.
Oreo has obviously played a flower in the undertaking of the spread of the landing point this time - specially created an Oreo play heart play gift box.
Although it hasn't been long since it was launched, I have already found many unboxing videos of bloggers and netizens:
Gaining so many netizens' love, Oreo specially invited the trend artist @花arm老王 to design and co-create is one thing, but more importantly, it is also the attraction of the innovative design of the three traditional Chinese toys Luban lock, tangram and empty bamboo.
As can be seen from the unboxing video of netizens, this trendy toy gift box not only uses Oreo's classic black and white color scheme, but also innovatively integrates Oreo's "twisting and licking bubbles" classic gameplay into it in terms of design, such as the design of the twisting mechanism of the Luban lock is a reproduction and tribute to Oreo's "twisting" gameplay, and implanting "playfulness" into every detail of the design.
Luban lock - "twist" the opening mechanism and open the mind
Tangram – "taste" is endless
Empty bamboo - "immersive" experience the joy of sports
The new presentation and expression of the traditional "play" in the trendy toy gift box is to let everyone regain their playfulness and feel the simple and pure happiness brought by Oreo.
First, at the product level, the concept of "playing together" is no longer an abstract slogan, but a concrete carrier. To a large extent, this kind of "play" that can experience both the "play" of the trendy toy gift box and the "playful heart" design in traditional culture has become Oreo's consistent "playful heart" presentation, and this is also Baudrillard's prediction of the emotional value attached to commodities in the era of symbolic consumption.
Second, at the marketing level, the trendy toy gift box has undoubtedly become the last link in the three-dimensional communication closed loop of Oreo, making the "play heart" knowable, sensible, and tangible. From the "playfulness" thinking of offline subway stations to the "playfulness" experience of online mini programs, to the innovative extension of "playfulness" of trendy toy gift boxes, Oreo "playfulness" has reached more people and infected more people.
The third is the brand level, which is a value traceability realized by Oreo for the brand "play heart" from the perspective of traditional culture, which allows the "play heart" contained in the DNA of the Oreo brand to be related to history and reality at the same time through the carrier of "Contemporary Baizi Map", which has both the value of traditional culture and the social significance.
Conclusion
is worthy of being a "super good play" Oreo, after this wave of show, many people must have been playful.
From the perspective of communication, it is also remarkable: solid and powerful social insight, thoughtful expression of "playfulness", and loud and "playful" communication are enough to dig out the treasure of "playfulness" hidden in everyone's heart.
Judging from the tens of millions of voices and popularity of platforms such as Channels, Weibo, and Xiaohongshu, this is undoubtedly another example of Oreo "playing together" with consumers as a representative of delicious snacks, and it is also another footnote to the brand's concept of "playing with heart". All in all, this is Oreo's deep cultivation and extension of the spiritual connotation of the "play together" brand: it is a retrospective of the 5,000-year-old tradition of "playing with the heart", and the extension is a call to "awaken the heart of play" in the busy life of modern times.
However, the most surprising thing about Oreo is that it can always take "playing heart" as the axis every time, and constantly innovate to detonate new social hotspots, achieve new social topics, and play a set of "everything can play" brand communication paradigm, so that the brand spirit of "playing together" can extend new branches and precipitate new value.
It is foreseeable that as a brand that conveys happiness, Oreo will continue to explore the value of the brand's "playfulness", and what new surprises and happiness can Oreo "play" in the future?