During the Beijing Olympic Games, Huiyuan Juice launched a focus chart package advertisement on Sina and launched related marketing activities, becoming a classic case of marketing by the Olympics.
Lay the foundation of attention with the advantage of the platform
For enterprises, the right choice of media is directly related to the communication effect of corporate advertising. Especially during the Olympics, when various companies are engaged in advertising competition, choosing a powerful media can bring attention to the enterprise. The advantages. To this end, Huiyuan Juice has turned its attention to the Chinese portal Sina.
Since its inception, Sina has won the favor of netizens for its professionalism in news and sports reporting. "Seeing news, Sina" has become a proverb that is spoken by netizens. During the Olympics, Sina's super-strong user stickiness will undoubtedly become a core source for Internet users to watch Olympic news. Based on this, Huiyuan Juice chose the Sina Olympic Channel as the focus of cooperation to enhance the communication effect by taking advantage of the attention of netizens on Sina Olympics information.
The facts also prove the rationality of Huiyuan Juice's choice of Sina platform. In ChinaRank's comprehensive traffic rankings on the Olympic channels and sports channels of various websites, Sina topped the list for 16 consecutive days from August 9th to August 24th. In a special survey conducted by Ai Rui in August on "Internet media coverage of the Olympic situation", about 60% of netizens recognized the professionalism and depth of Sina's reports, and preferred Sina to watch the opening ceremony or to learn about relevant information. At the same time, 83.8% of netizens expressed their satisfaction or satisfaction with Sina’s “first gold†report. This shows that the professionalism of Sina's Olympic channel and sports channel content is indeed favored by netizens. This laid a strong foundation for the attention of netizens for the advertising and activities of Huiyuan Juice.
Sina Olympics Special Station
If the choice of media platform can lay the foundation for advertising attention, then the unique Sina Olympics focus chart box promotion form, and Huiyuan “excellent 100%†interactive activities, use creative, precise and interactive to form a continuous enlargement. effect.
In terms of accuracy, Sina's focus frame is deep in line with the reading habits of netizens. When browsing the information, netizens will generally lock their eyes on the picture news in the first time. The promotion form of the focus chart package box is used to frame the enterprise information into a picture frame, which is like a photo frame. This allows the enterprise information to introduce the eyes of the netizens in the predecessor time, and then achieve the impression of the netizens. In the promotion of the focus map box of Huiyuan Juice, Sina will display Huiyuan's LOGO and product image.
At the same time, Huiyuan's activity slogan "100% juice, showing 100% wonderful" is profound, and the product characteristics of "100% pure juice" are deeply interpreted, and it is also properly integrated with the Olympic theme. This has resonated with the psychological needs of netizens. When people understand the wonderful Olympic Games, they will invisibly recognize the product quality of Huiyuan Juice.
From a creative point of view, the promotion form of Sina's focus chart box is not a simple static picture, but an integration of interactive technology. When netizens use the mouse to touch the focus map, the top of the picture will “dump†the golden liquid of Huiyuan Juice, which will vividly interpret the scene of people pouring juice in life. This form of life-filled expression increases the sense of fun of netizens, does not exclude advertising, and attracts a large number of online democracy to understand the information about Huiyuan Juice.
The design of the “100% Wonderful†event page of Huiyuan is also creative. The entire page is designed with juice yellow as the main color, while at the same time losing the atmosphere. The page cleverly integrates Huiyuan's products and sports elements into the page, deepens the netizens' trust in the quality of Huiyuan Juice, and makes Huiyuan Juice's natural green and healthy high-end image stand out.
Huiyuan Juice's activity page is very healthy and pleasant.
In addition, Huiyuan's “Wonderful 100%†event is very interactive. The event called on netizens to pay attention to the Chinese athletes' gold-winning process, and upload the emotions of the netizens' feelings, surprises, and excitement through photo records. Once the event was launched, many netizens spontaneously edited and uploaded the beautiful pictures related to the Beijing Olympics. It can be said that Huiyuan Juice has carried out a successful Olympic marketing with the strategy of attaching to the Olympics.
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