Source ｜ fuel economy (ID: rancaijing)
Author ｜ Liming, Editor ｜ Allen
Head image ｜ Tiger Sniff
The annual CCTV Spring Festival Gala is an literary show for the people across the country and a marketing battle in the corporate world.
In the 37 years of the Spring Festival Gala, behind the title marketing, there is a history of changes in China’s modern business landscape. Some brands that have been famous for a while now have gone unnoticed; some companies that have bet heavily on the Spring Festival Gala for many years have achieved continuous revenue growth; and some brands that have been far away from the Spring Festival Gala audience have begun to become new protagonist.
The most typical phenomenon in recent years is that Internet companies represented by BAT have begun to plunge heavily into money in the spring and evening, spending unprecedented money. Five years ago, the Internet community and entrepreneurial circles talked a lot about the new faces of this year’s host lineup. Now, the topic of discussion has become: Which Internet company is going to send a red envelope to the Spring Festival Gala.
The exclusive interactive partner for the Spring Festival Evening 2020 was won by Kuaishou, and the exclusive e-commerce partner was won by Taobao.
Since WeChat Pay entered the Spring Festival Gala in 2015, Internet companies have launched a marketing model of crazy red envelopes. In the spring evening of 2020, 5 minutes before the official launch of the broadcast, Internet companies such as Kuaishou, Juhuasuan, Yiche, Suning Tesco, Ape Coach, etc. all had advertisement exposure. Kuaishou also inserted the longest heartwarming advertisement for a long time, and a large number of stars appeared, ending with Jay Chou. In contrast, fast-moving competitors such as Douyin, Watermelon Video and other brands have not been named in the Spring Festival Gala.
In the program of this Spring Festival Gala, whenever the host introduces the next program, he will broadcast the interactive activities of fast hands: download App, WeChat login, and participate in the withdrawal of activities. At the same time, a pop-up window will display the specific information of the event. There are 5 rounds of fast-handed 1 billion red envelope activities, with red envelope amounts of 300 million, 200 million, 200 million, 200 million, and 100 million, starting at 8:14, about one round per hour. The fast-handed campaign strategy is clear: attract users to download the app and pull new ones with a red envelope subsidy.