2. PAGE. 3-4
Buick Encore’s “City Hide and Seek”
LBS & O2O PAGE. 5-7
Expanding On O2O
3. Buick Encore’s “City Hide and Seek”
LBS and QR Integration
Launch a fun, interactive app to attract
netizens’ attention; encourage the young,
tech savvy drivers who are at the core of
your target consumer group to try it and
embrace the concept of exploration.
Seek the Use Camera
Buick launched a new, fun mobile game app, Download the
Virtual Encore to Virtually
based on hide and seek of the ENCORE. Users App.
on the Map. Spot It.
start their journey by “seeking” a hidden Encore
in the city map, then using the camera and Hide it When it’s
When you
augmented reality to spot it. Those who can see it, touch within 3 found,
hide the car for the longest in one day go on the the screen. minutes. Game Over.
record board and the final champion wins the
right to drive a new Encore for 2 years.
Clear instructions to join in the game.
Campaign on Weibo, Video on Youku.
Summary
Buick seemingly referenced and learned from a successful Mini promotion in Sweden, which also leveraged an LBS feature, incorporated
augmented reality, and aroused netizens’ interest with the promise of exploration and incentive. As a part of the Encore launch
campaign in China, Buick created a similar game was launched to their target audience’s attention; young, urban white-collars, inspired
by the thought of exploration, engaged by creative use of technology, and eager to show off their own sense of style. Naturally, free use
of a new car for 2 months also proved to be an attractive incentive.
3
4. Buick Encore’s “City Hide and Seek”
Maintained Interaction, Sustained Engagement
Buick launched this campaign via their official Weibo account, The game even attracted audience from other cities.Link
which was mainly to introduce the campaign rules and 今天长途跋涉两个多小时，宁波奔去杭州玩了#ENCORE全城大搜
regulations, but also kept continuously updating the game 藏#，天气木牢牢好游戏捏个刺激~虽然成绩不是很理想，但还是玩
的很尽兴.下一站到阿拉宁波哉，全力以赴再接再厉！！！！赢辆免
progress and managing interaction with the players in real-time. 费的昂科拉开开,吼吼吼吼,想要免费昂科拉的,抓紧时间跟偶来
Via cooperation with Youku, The game was really challenging - but exciting! Link
Buick continued to upload “live 这是昨天#ENCORE全城大搜藏#杭州站刚开始22分
钟之后的截图！看到屏幕上的那些小点点了么！
show” videos, which broadcast
一个点就代表一个玩家啊！逆天了！我本来还以
the most interesting game 为凭我的速度和我的智慧一定能轻松拿到最终大
reports. Link 奖呢！现在看来我要好好制定一下战术了……
CIC View
At the core of this campaign was a desire to attract an audience of young, technically engaged and theoretically adventurous, potential
consumers to participate in an amazing journey of interaction with the Encore and the Buick brand overall. The “live show” videos were
effective in evoking netizens’ emotional and competitive engagement, chiefly attracted by the interesting content. This was the overall
technique of the campaign; attracting potential consumers to try, to explore, and to be converted by their experience. This was echoed by
the prize; a two month trial.
4
5. Expanding On O2O
7 Means of O2O Engagement
“Online to Offline”, or O2O, is an engagement philosophy designed to connect online and offline services in a way that better reflects
consumers’ lifestyle and commercial behavior, as presented and progressed by the ongoing developments in mobile connectivity.
Buding Hotel Dianping Lashou Yidao Huodonghu Ducheme Shopplay
i
Sharing; Display;
Online: Reserve Payment Engagement Gathering Location
Comments; Coupon Point
+ + + + + + +
Offline: Service Experience Execute Execute Activities Transformation Transformation
O2O aims to deliver an improved service experience, meeting the varying demands of different types of consumer,
with the fundamental principles of ease of engagement, incentive and execution paramount to each O2O platform.
5
6. Expanding On O2O
Different Users Demand a Different O2O Experience
Creating different experiences for different users, tailored to their desired bridge of online and offline experience.
Since WeChat launched their membership card, O2O
High
has been growing increasingly hot as a topic of
conversation between enterprise and advertisers.
Consumers stress online experience and offline
Gathering Display;
Reserve Sharing; consumption but seldom are the dividing lines so
Point
Comment;
Offline Coupon
clearly differentiated in such a digital savvy
environment.
Location
Business implications of O2O seek not only to satisfy
the offline consumer’s experience, but also maintain
Engagement
and magnify this experience via online channels, in
Payment
order to promote preferential prices, enjoyable
Low
Online High experiences and supportive customer service.
In effect, consumption in the digital era cannot be
The horizontal axis shows the level of consumer online social activity; considered a solely Online or Offline experience.
The vertical axis shows the level of offline business promotion.
Summary:
As a bridge connecting of online and offline service, O2O also implicates the amplifying potential of social media channels. The
characteristics of these O2O platforms, which are essentially based on social principles, overlap significantly with the user
characteristics of social media platforms.
6
7. Expanding On O2O
Ensuring Interaction with 020
Shopplay shows how to turn online browsers into offline consumers.
Technology: Accurate Audio Positioning Technology
• Auto-LBS (auto check-in whenever the shopper walks through the door, earns the shopper “Peas”,
which are a unit of currency specific to Shopplay, like a Q coin)
• Comments (clear product display and integrated consumer comments/sharing)
• Point (clicking shop info, signing in and scanning a QR code can earn Peas, which can be
exchanged for gifts or discounts)
Value for Business:
• To attract consumers into your physical store location, where the atmosphere and salespeople can
impact purchase decision.
• To provide more opportunity for communication / recommendation, improving LBR and optimizing
the customer’s emotional relationship.
• To provide a specialized promotions pattern marketing tool for business, transforming consumers’
advertising acceptation from passive to initiative. Enhance the effect of promotion via product
information and detailed experience, improving customer transaction rate.
• To establish a lower cost marketing method, which meets the different needs of different shoppers at
different phases of the consumer journey, facilitating flexible reward systems.
• To improve frequency of the connection between shop and consumer, enhancing the brand impression,
heightening loyalty and repeat custom rate.
CIC View：
Combine online and offline service to reduce customer turn-over rates, an evaluation index for marketing efficacy, via an holistic
approach to engagement strategy that embraces updated technologies and more importantly, responds quickly to consumers’
uptake of this updated technology.
7
12. Shanghai:
Room 108, Building A, UDC Innovative Plaza, No.125,North Jiangsu Road
Shanghai, 200042, China
Phone: 021 - 52373860 | Fax: 021 - 52373632
Beijing:
1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang District
Beijing, 100025, China
Phone: 010 - 59080268
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parties and/or publication in whole or in part is strictly prohibited
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