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PAGE. 3-4 Buick Encore’s “City Hide and Seek”LBS & O2O PAGE. 5-7 Expanding On O2O
Buick Encore’s “City Hide and Seek” LBS and QR Integration 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. Seek the Use Camera Buick launched a new, fun mobile game app, Download the Virtual Encore to Virtually based on hide and seek of the ENCORE. Users App. on the Map. Spot It. start their journey by “seeking” a hidden Encore in the city map, then using the camera and Hide it When it’s When you augmented reality to spot it. Those who can see it, touch within 3 found, hide the car for the longest in one day go on the the screen. minutes. Game Over. record board and the final champion wins the right to drive a new Encore for 2 years. Clear instructions to join in the game. Campaign on Weibo, Video on Youku.SummaryBuick seemingly referenced and learned from a successful Mini promotion in Sweden, which also leveraged an LBS feature, incorporatedaugmented reality, and aroused netizens’ interest with the promise of exploration and incentive. As a part of the Encore launchcampaign in China, Buick created a similar game was launched to their target audience’s attention; young, urban white-collars, inspiredby the thought of exploration, engaged by creative use of technology, and eager to show off their own sense of style. Naturally, free useof a new car for 2 months also proved to be an attractive incentive. 3
Buick Encore’s “City Hide and Seek” Maintained Interaction, Sustained Engagement Buick launched this campaign via their official Weibo account, The game even attracted audience from other cities.Link which was mainly to introduce the campaign rules and 今天长途跋涉两个多小时，宁波奔去杭州玩了#ENCORE全城大搜 regulations, but also kept continuously updating the game 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 progress and managing interaction with the players in real-time. 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 Via cooperation with Youku, The game was really challenging - but exciting! Link Buick continued to upload “live 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！ show” videos, which broadcast 一个点就代表一个玩家啊！逆天了！我本来还以 the most interesting game 为凭我的速度和我的智慧一定能轻松拿到最终大 reports. Link 奖呢！现在看来我要好好制定一下战术了……CIC ViewAt the core of this campaign was a desire to attract an audience of young, technically engaged and theoretically adventurous, potentialconsumers to participate in an amazing journey of interaction with the Encore and the Buick brand overall. The “live show” videos wereeffective in evoking netizens’ emotional and competitive engagement, chiefly attracted by the interesting content. This was the overalltechnique of the campaign; attracting potential consumers to try, to explore, and to be converted by their experience. This was echoed bythe prize; a two month trial. 4
Expanding On O2O 7 Means of O2O Engagement“Online to Offline”, or O2O, is an engagement philosophy designed to connect online and offline services in a way that better reflectsconsumers’ lifestyle and commercial behavior, as presented and progressed by the ongoing developments in mobile connectivity. Buding Hotel Dianping Lashou Yidao Huodonghu Ducheme Shopplay i Sharing; Display; Online: Reserve Payment Engagement Gathering Location Comments; Coupon Point + + + + + + + Offline: Service Experience Execute Execute Activities Transformation Transformation 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. 5
Expanding On O2O Different Users Demand a Different O2O ExperienceCreating different experiences for different users, tailored to their desired bridge of online and offline experience. Since WeChat launched their membership card, O2O High has been growing increasingly hot as a topic of conversation between enterprise and advertisers. Consumers stress online experience and offline Gathering Display; Reserve Sharing; consumption but seldom are the dividing lines so Point Comment; Offline Coupon clearly differentiated in such a digital savvy environment. Location Business implications of O2O seek not only to satisfy the offline consumer’s experience, but also maintain Engagement and magnify this experience via online channels, in Payment order to promote preferential prices, enjoyable Low Online High experiences and supportive customer service. In effect, consumption in the digital era cannot be The horizontal axis shows the level of consumer online social activity; considered a solely Online or Offline experience. The vertical axis shows the level of offline business promotion. 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. 6
Expanding On O2O Ensuring Interaction with 020Shopplay shows how to turn online browsers into offline consumers. 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.CIC View：Combine online and offline service to reduce customer turn-over rates, an evaluation index for marketing efficacy, via an holisticapproach to engagement strategy that embraces updated technologies and more importantly, responds quickly to consumers’uptake of this updated technology. 7
Shanghai:Room 108, Building A, UDC Innovative Plaza, No.125,North Jiangsu RoadShanghai, 200042, ChinaPhone: 021 - 52373860 | Fax: 021 - 52373632Beijing:1006 / 10F, Block C, No. 60, Dongsihuanzhong Road, Chaoyang DistrictBeijing, 100025, ChinaPhone: 010 - 59080268This document is for private commercial use only. Distribution to thirdparties and/or publication in whole or in part is strictly prohibitedwithout 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。