iwom watch 2012 compilation_lbs&o2o (part 2)
TRANSCRIPT
© 2011 CIC IWOM WATCH © 2012 CIC
IWOM WATCH COMPILATION 2012
IWOM WATCH
网论观察 2012
PAGE. 3-4
Buick Encore’s “City Hide and Seek” PAGE. 5-7 Expanding On O2O
LBS & O2O
Buick Encore’s “City Hide and Seek”
LBS and QR Integration
Buick launched a new, fun mobile game app, based on hide and seek of the ENCORE. Users start their journey by “seeking” a hidden Encore in the city map, then using the camera and augmented reality to spot it. Those who can hide the car for the longest in one day go on the record board and the final champion wins the right to drive a new Encore for 2 years. 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.
Download the App.
Seek the Virtual Encore on the Map.
Use Camera to Virtually
Spot It.
When you see it, touch the screen.
Hide it within 3 minutes.
When it’s found,
Game Over.
Clear instructions to join in the game.
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.
3
Via cooperation with Youku, Buick continued to upload “live show” videos, which broadcast the most interesting game reports.
Buick launched this campaign via their official Weibo account, which was mainly to introduce the campaign rules and regulations, but also kept continuously updating the game progress and managing interaction with the players in real-time.
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.
Link
The game even attracted audience from other cities.
The game was really challenging - but exciting!
Link
Link
今天长途跋涉两个多小时，宁波奔去杭州玩了#ENCORE全城大搜藏#，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
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！一个点就代表一个玩家啊！逆天了！我本来还以为凭我的速度和我的智慧一定能轻松拿到最终大奖呢！现在看来我要好好制定一下战术了……
4
Buick Encore’s “City Hide and Seek”
Maintained Interaction, Sustained Engagement
5
“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.
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.
Expanding On O2O
7 Means of O2O Engagement
Online: Reserve
Offline: Service
Sharing; Comments; Coupon
Payment Engagement Gathering Location Display;
Point
Experience Execute Execute Activities Transformation Transformation
Buding Hotel Dianping Lashou Yidao Huodonghui
Ducheme Shopplay
+ + + + + + +
Different Users Demand a Different O2O Experience
6
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.
Offline
Online
Creating different experiences for different users, tailored to their desired bridge of online and offline experience.
High
High Low
Reserve Sharing; Comment;
Coupon
Payment
Engagement
Gathering
Location
Display; Point
The horizontal axis shows the level of consumer online social activity; The vertical axis shows the level of offline business promotion.
Since WeChat launched their membership card, O2O has been growing increasingly hot as a topic of conversation between enterprise and advertisers.
Consumers stress online experience and offline consumption but seldom are the dividing lines so clearly differentiated in such a digital savvy environment.
Business implications of O2O seek not only to satisfy the offline consumer’s experience, but also maintain and magnify this experience via online channels, in order to promote preferential prices, enjoyable experiences and supportive customer service.
In effect, consumption in the digital era cannot be considered a solely Online or Offline experience.
Expanding On O2O
7
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.
Shopplay shows how to turn online browsers into offline consumers.
CIC View：
Ensuring Interaction with 020
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.
Expanding On O2O
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