The way brands can make the most impact in the short term is to use hot topics to create momentum.
At the just-concluded Tokyo Olympic Games, Chinese diving players successfully "went out of the circle" with 0 splash strength and frank personality, won a very high national popularity, and their daily lives were also widely concerned, and the popularity after the game remained high, which was definitely a well-deserved "top stream" in 2021.
As a close friend of the Chinese diving team brand, Blue Moon has a keen insight into the enthusiasm of fans, so it has planned a special pet fan activity for Blue Moon!
How to build a communication channel for fans?
We have found that with the continuous rise of digital technology, "live streaming" has become one of the important channels for brands to participate in consumer communication.
After returning to China after the Olympic Games, the diving teams returned to the provincial teams to compete in the National Games, facing the team members in different places, Blue Moon thought of digital live broadcast technology, and wanted to use the online wheat method to open up multi-party interaction in Beijing, Shanghai and Hangzhou. To this end, Blue Moon contacted the douyin big wolf dog Zheng Jianpeng Yanzhen couple live broadcast team to provide the best boost for this pet fan activity.
How do I prepare surprise benefits for my fans?
At the beginning of the event planning, Blue Moon set a welfare goal of playing and sending.
In order to accurately grasp the fans' interest points, the executive team collected a large amount of network data, prepared interactive questions in advance, and detonated the fans' attention on the day of the live broadcast.
In order to make the live broadcast scene fun enough, we let the host Zheng Jianpeng Yanzhen and his wife invite Chen Taoxi, Zhang Jiaqi, Chen Aisen, and Cao Yuan to participate in the interactive game of "Tacit Understanding Challenge", the team members were divided into male and female camps to form teams, and the fans in the live broadcast room played Call for their favorite teams to win the benefits of the team and push up the interactive heat of the live broadcast.
Multi-channel exposure is strongly assisted to achieve a maximum of 500,000 + online viewing of live broadcasts
In order to reach more fans, Blue Moon pre-lays out multiple traffic contacts.
Online release of diving team oral broadcast trailer activities, KOL and Blue V participation in the topic of detonation of Weibo attention. The promotion end locks high-traffic channels, and Youku and NetEase Cloud Music APP carry out target crowd delivery to accurately drain the flow for the activity. Offline sniffing of the core business districts of first-tier cities, placing outdoor large-screen advertisements, and hotly grabbing pan-crowd traffic.
According to statistics, Blue Moon x big wolf dog Zheng Jianpeng Yanzhen couple live broadcast activities, the highest number of online viewers exceeded 500,000+, the total exposure of the event reached 100 million +, Blue Moon also successfully took advantage of the Chinese diving team to win more national favorability!