2. PAGE. 3-4
“Gamification” Marketing
SOCIAL PAGE. 5-6
Doomsday Marketing
MARKETING PAGE. 7-8
Crowd Sourcing Creativity and an Enterprising Spirit
3. “Gamification” Marketing
BMW’s In-Car Escape IV
Description:
The mobile game was about escaping from
BMW’s new 1 Series, released in March,
2012. The story covers escaping the New 1
Series and a mysterious back room .
Reward:
If you successfully pass all of the levels, you
earn the opportunity to win an iPhone case
and a test drive of the new 1 Series from a 这个游戏挺有意思/ 前三部都很不错哦。[link]
nearby 4S store. The game was interesting. / Last 3 versions were
good.
好想去体验1系啊。[link]
Platforms: I wanted to try New 1 Series.
iPhone / iPad 这个营销很赞。[link]
The marketing was good.
Summary:
In March, BMW released a mobile game called, “In-Car Escape IV”. The aim of the game is to emphasize the features of the new 1 Series.
To build on the game, BMW offered the opportunity for reward to those lucky winners who passed all levels in the game, like an iPhone
case and a test drive of the new 1 Series from a nearby 4S store. First and foremost, netizens thought this was a good game and
therefore, an effective piece of marketing, which successfully piqued netizens’ interest in the new 1 Series.
3
4. “Gamification” Marketing
BMW’s In-Car Escape IV
CIC View:
What constitutes “gamification” Nowadays, more and more brands are keen to “gamify” their marketing.
This playful approach can bring brands and consumers closer together
marketing? but it has to fit the brand’s identity. There are three different ways for a
brand to join in the game.
- Ad Game: An “Ad” game is one that’s been created by the brand. e.g. BMW’s
“In” Games In-Car Escape IV. It helps brands to “play” directly with their consumers.
- In Game: “In” game, as it sounds, is about in-game advertising, e.g. Clarins set
Game
“Ad” Games a series of traditional looking ads within the social game ‘SPA LIFE’. It helps to
Products enhance overall brand awareness amongst a target audience.
- Game Products: A “Game Product” is a real-life product “virtualized” for
inclusion in a social game, like brand engagement with Second Life, for example.
“Gamification”
In addition to the obvious opportunity presented to brands by gamifying
their marketing, there are also a couple of potential pitfalls:
1st. It will always be problematic to pick a popular gaming mechanism
with which to associate your brand in a crowded marketplace.
2nd. Aside from picking a fundamentally “fun” game, there is then a
difficult process of artistically and effectively incorporating the brand
within the game.
Brands should carefully consider gamification marketing according to
overall culture and product features, integrating these factors with the
right style of game.
4
5. Doom’s Day Marketing
Weibo Promotion for “Lost in Thailand”
Forecast: Slogan: Box Office:
Last Comedy Before Doomsday Would Rather Laugh to Death on Doomsday Rebirth after Doomsday
Doomsday Marketing
Summary Click to see detailed case
The film, “Lost in Thailand”, set up an official Sina Weibo account a couple of days before the premier, through which the movie was promoted in relation to
the topic of the moment, “the end of the world”. On Nov 30th, it tweeted an film forecast and promoted “Lost in Thailand” as the last comedy before
Doomsday, which generated more than 3,000 retweets and comments. During the film’s release, it leveraged a series of emotive slogans, like “We would
rather laugh to death than die on Doomsday”, which also resonated well with netizens. It didn’t just the leverage most recent topics and behaviors though;
netizens were invited to recreate and photoshop the movie poster, which is a well established behavior among Chinese netizens. The celebratory mood
after Doomsday was echoed in ongoing promotions that talked about box-office “rebirth”.
5
5
6. Doom’s Day Marketing
Lenovo Leverage Netizens’ Natural Doomsday Associations
Doomsday Keyword Cloud
Doomsday Marketing
Data Source: CIC IWOM Data Panel
Data Base: Total buzz volume was 82,438,802 from Dec 1 to Dec 25.
CIC View Click to see detailed case
Doomsday was frequently co-mentioned with the words love, friend, tears and hope, emphasizing an inherent optimism to netizens’ conversation.
Lenovo leveraged these hot keywords around the concept of Doomsday to trigger significant resonance with netizens and importantly, potential
consumers. Hot topic marketing is growing increasingly popular as brands enjoy an ever more sophisticated ability to listen to netizens’ naturally
occurring conversations in social media and know the cultural context in which these conversations occur, facilitating a timely, responsive and highly
relevant keyword marketing strategy.
6
7. Crowd Sourcing Creativity and an Enterprising Spirit
Johnnie Walker’s “Enterprising Spirit”
Start-Up Entrepreneur behind “Light Wing Shoes” Link
Sept.
Helping special people perform on the 2013 Spring Festival Gala Link
Story of China’s Paralympics Ping-Pong Team Link
Helping Students in Need Link
Helping Yan to Collect Forgotten Chinese Folk Music. Link Helping the Elderly Link
Aug.
Summary
The campaign was launched in Q3 2012, across Sina Weibo and Youku platforms. It was initiated by a series of charitable and
encouraging stories. In August, “Stories of Token Hu”, about an ordinary designer who aspired to make the first Chinese leisure shoe, and
the story of the Chinese Paralympic Ping-Pong Team were published; their faith and ambition deeply touched netizens. In mid September,
inspirational stories about 2013 Spring Festival performers and Yan Jiaqing’s quest to find lost Chinese folk music generated another buzz
peak. By the third phase, netizens were primed and highly engaged with Chen Gangjian’s charity work and Ye Zuyi’s rural records.
7
8. Crowd Sourcing Creativity and an Enterprising Spirit
Charity is the new Luxury
The Call of Hometown
Charity Elements
Ye Zuyi, an ordinary country
recorder, appeal to people for
take better care of the old
people who have been left
behind by rural migrant
workers who have gone to
cities in search of work.
Link
Stories provokes a “visceral” reaction…
We all should go home once in a while to extend our love to our parents.
I really appreciated the charity movie by JW, thank you and such great Link
young people Ye for reminding us to take care of our elders.
CIC View
The latest embodiment of the Johnnie Walker “Keep Walking” spirit has achieved a strong sense of resonance with Chinese netizens,
generating significant engagement. The secret behind the success in this instance, as has been claimed by netizens, is the Charity
element. Ye Zuyi, one of the six KOLs invited by brand to create a short film, is a mixture of sociologist and story-teller, aiming to educate
an audience on the lives of elderly people in rural China and the impact changing times are having on them, both physically and mentally.
Netizens were overwhelmed and deeply touched by a story so common to many of their own situations. This emotional resonance and
artful delivery prompted substantial, spontaneous engagement. This kind of engagement and understanding also hints at a progression
in the perception of consumer sophistication, from an ideal of luxury purchasing power to a charitable, emotional empathy.
8
13. 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
This document is for private commercial use only. Distribution to third
parties and/or publication in whole or in part is strictly prohibited
without expressed written consent of CIC.
本文件是针对CIC客户的相关品牌和企业的商业文件。未经CIC的书面
许可，本文件或文件中的任何内容不得转交给第三方， 同时也不得
发表本文件或文件中的任何内容。
