6 super creative offline "event marketing" planning activities.

in the era of social marketing, event marketing is the most lethal activity marketing weapon for enterprises and the most cost-effective marketing method. As long as the method is proper, it can produce an activity effect of four or two thousand kilograms, and hundreds of thousands of communication expenses can affect tens of millions or even hundreds of millions of people. Powerful enterprises basically spend part of their market budget on event marketing every year, but it doesn't mean that every event marketing activity can get phenomenal effect and become a topic of discussion among netizens. In order to take shortcuts to attract users, some business department heads use eye-catching vulgar and offline gameplay to plan event marketing, but in the end they get online abuse and fines from government supervision departments. At present, how to plan a screen-level event marketing activity? First of all, we need to do planning based on the following three points: create phenomenal user participation; Create emotional sounds and interactions for users to substitute; At the conceptual level, it promotes reflection and then user behavior transformation, and interacts with enterprises. Next, Planet Jun will share with you the following eight cases of offline event marketing activities with phenomenal level and screen level, and hope to bring you some new thoughts. What is the classic advertising slogan of Sprite? I believe everyone can answer it in seconds. Because the advertising words are deeply rooted in people's hearts, we all think it is cool when we see the transparent Sprite. If we use Sprite to take a shower, will it be super cool? On the coast of Brazil, there is a huge shower device, and people can experience Sprite shower for free. The appearance of this shower device is a beverage machine that has been enlarged several times, and the person who wants to take a shower is just like a cup. As long as he stands in, the beverage outlet will generously spray you with Sprite, so that people can feel what is cool. This creative marketing was created by Ogilvy & Mather of Brazil for Sprite, and the beverage machine attracted almost every visitor's attention. After all, it is not common to shower with Sprite, and people are willing to try it and experience the coolness brought by Sprite. The publicity was very successful. In order to promote the opening of the 3th IKEA store in France, IKEA cooperated with ubibene, a local communication platform, to install a climbing wall. This wall is 3 feet high, with beds, bookshelves, tables and chairs as rocks for enthusiasts to climb. In addition to furniture, the walls are inlaid with printers, carpets, towels and textiles, and everything that can be bought in IKEA stores. Climbing wall's difficulty coefficient rises step by step: the coffee table and bookcase are at the bottom, while the bed and sofa are arranged at the top, and only those who finally climb to the top have the opportunity to lie on them and "enjoy". For IKEA, this is a super creative and effective way. It can not only arouse the participants' memory of the brand, but also support the participants' weight with furniture, and prove the robustness of its products in an interesting and interactive way. On December 3rd last year, Vipshop joined hands with others to create the artistic installation of "The Biggest Difference Twin", and arranged dozens of transparent pink windows in wanda plaza, Baiyun, Guangzhou, and 128 twins from different cities around the world were present. This grand "flash show" is the first performance art of over 1 twins in the window initiated by Vipshop. Careful observation of the scene shows that each pair of twins looks almost the same, and the brand and style of clothing are exactly the same. The biggest difference lies in the "price tag" of their clothing. It can be noticed that the market price and the price of 12.8 Vipshop are printed on the surface of the display window, which has a huge price difference. From the marketing point of view, the brand's use of price comparison actually highlights the preferential strength of the "12.8 Special Sale Conference" of Vipshop in disguise. In 29, Volkswagen Company turned a subway staircase in Stockholm, Sweden into a huge piano, that is, painted each staircase in black and white, just like the black and white keyboard of the piano. Don't think that this is a prank for fun, but a trick that the staff of Volkswagen Sweden in Germany came up with to improve people's behavior. The staff first used the night time to install pressure sensors on the stairs, and then painted the stairs as black and white keys of the piano. The sensor is connected to the speaker. When people walk up the stairs, every step is equivalent to pressing a key, and the speaker will play the corresponding tone, and different steps will emit different tones. Not long after this novel form of "piano staircase" appeared, people who entered and exited the subway station liked it. The idea of "Piano Stairs" has aroused people all over the world, and the video finally got more than 13 million views on YouTube. In the following years, similar piano ladder play began to attract a wave around the world. Doing brand activities on the subway has long been common in China, but do you know who was the first brand to do activities on the subway? The first brand is Uniqlo. In order to promote the opening of a new store in Chicago, Uniqlo contracted several subways. In order to get in touch with more consumers and attract the attention of young people in some special ways during commuting hours, they held a party on the subway, and each subway may accommodate 3-5 people. Every detail in the carriage has been transformed. First of all, in the seats, the participating consumers can receive a gift package, which contains Uniqlo products and Meiji's BearBiscuit, so that Americans can feel more Japanese elements. There is a special DJ on the train, which creates a party atmosphere and young people can even dance in the carriage. Debon Express's launching ceremony of campus consignment in the graduation season of 219 with the theme of "graduation move" was held in many universities in China. During this period, students from Henan University of Technology, Nanjing University, Northwest Normal University, China Geo University and Southwest University were all attracted by the airborne giant express box. A similar consignment activity in graduation season was held in Wuhan University as early as June 8 last year, and it was affirmed and praised by graduates of Wuhan University. The giant express box should not only pack your "dormitory" at one time, but also "pack away" your memories of the whole dormitory as a collective university time. In addition to Tik Tok, the giant express box incident in this graduation season attracted many mainstream news media, self-media and KOL to take the initiative to report and follow up, which triggered a wide-ranging discussion. It is reported that the creative planning of Debon's "Giant Express Box" is led by the independent creative company "The Third Man".