Redmi came first, Red Bull came later. Brands that have risen to prominence through QQ in recent years

WeChat has risen, Weibo has become popular,

Facebook is still out of the question, Line came and went...

No matter how the domestic social field changes, with one party coming and another coming, QQ still sits firmly in the top spot of domestic social platform with 800 million active users per month.

In recent years, QQ has adapted to the characteristics of young people, focused on entertainment-oriented social interaction, and continuously strengthened and improved its social ecology from the three major sectors of virtual peripherals, community operations and joint promotion. According to data from 2015, nearly 60% of QQ users are born after 1990. The total number of users who participated in the QQ red envelope "swipe" on the New Year's Eve of the Year of the Monkey was 308 million, of which those born after 1990 accounted for as high as 75%. Today's QQ is no longer the simple chat tool it once was.

Penguin has transformed itself into the main habitat for young users and the best media platform for major brands to achieve social communication and reach young groups.

Look, a grain of rice was sent away, and a cow was welcomed right after.

Relying on QQ's user resources and strong social relationships, Redmi and Red Bull have "taken advantage of the situation" and triggered a collective carnival among brands and users.

| Redmi: Creating topics, spreading information and creating suspense!

It is said that Xiaomi is a master in marketing.

So, why did Redmi choose QQ at first sight?

Among domestic social platforms, QQ has the highest proportion of users born after 1995, reaching 44.36%. Those born after 1995 like novel things, are mostly students, and interact more with familiar users. This huge user group is exactly the target user of Redmi who pays attention to cost-effectiveness and is "born for fever".

However, the overlap of user portraits is far from enough.

In order to make Redmi popular among the people, Xiaomi and QQ whispered to each other and turned the marketing into a suspenseful mystery drama!

First, some media reported that Tencent might participate in Xiaomi's new round of financing, which attracted the attention of technology media and SNS.

Subsequently, Xiaomi executives denied the acquisition rumors and released a "big news" that they would cooperate with Tencent, which once again sparked heated discussions. Finally, the mystery was officially revealed, and the Redmi special page on QQ Space was officially launched, marking the shocking release of Redmi.

In this way, the supporting actor and the funny actor work together to create suspense one thing after another.

In the process of "shaking the baggage", the topic of Redmi and QQ gradually heated up, which made the number of followers of Xiaomi QQ space rise rapidly: before the release of Redmi, Xiaomi Weibo fans just exceeded 2 million; one day before the release of Redmi mobile phone, the number of fans of Xiaomi mobile phone on QQ space had exceeded 3 million; only one day after the release, the number of fans soared to 5 million. This shows the super active user level of QQ space.

Taking full advantage of the characteristics of social marketing, Xiaomi and QQ set up suspense through a series of steps, creating a high-quality marketing campaign for the launch of Redmi, which made people exclaim: it turns out that communication can be played like this.

| Red Bull: Play with AR and create an Olympic carnival for all!

There is a grain of millet in front, and the following bulls are not willing to be outdone.

Speaking of Red Bull, with annual sales of 4.6 billion cans, it is the leading brand of functional beverages in China.

So, who loves to drink Red Bull the most?

Data shows that men aged 18-35 are the largest consumer group of Red Bull. Sports events, digital products, trendy technology... There is no doubt that these are the things that young men with male hormones pay the most attention to.

The Rio Olympics is in full swing. Red Bull, which has always loved playing the "sports card", not only thinks about how to use products to solve the "thirst" of users, but also uses marketing to firmly grasp the hearts of users. What a coincidence, Pokemon Go has recently become popular all over the world, bringing AR technology into the vision of ordinary people.

On the one hand, the popularity of Pokemon Go has made Tencent eye AR social networking, and it is eager to try it out;

On the other hand, Red Bull also hopes to open up new prospects for Olympic marketing through online and offline interactions.

Therefore, the cooperation between Red Bull and QQ was a perfect match and a mutual agreement.

When it comes to Olympic marketing, Penguin is actually a veteran.

During the 2008 Beijing Olympics, 2008 torches were relayed online via QQ. In just 130 days, more than 62 million people passed the torch online.

During the 2012 London Olympics, QQ gathered the encouragement and support of hundreds of millions of people, formed a "national version of Chinese rhythm", lit up the QQ signature Olympic Games icon, and cheered for the 2012 London Olympics in the most special way, becoming a classic communication case of the year.

At the 2016 Rio Olympics, what new tricks did penguins and cows come up with?

In order to win this wave of AR social marketing war, there are three most eye-catching points in the cooperation between Red Bull and QQ:

The first AR technology, dare to play more affordable Many domestic manufacturers are eyeing AR social networking, but few have the strength. With leading AR and image scanning technology, Tencent is the first to launch the AR scanning function on the QQ platform. With the QQ-AR scanning function on your mobile phone, you can ignite and pass the AR torch. Simple operation and friendly interactive experience make the cutting-edge AR "black technology" within reach, and dare to play more affordable.

Full coverage of social scenarios, burning all the way to the end If users want to light the AR torch, in addition to booking the flame online in advance and having other torchbearers help light it, they can also scan Red Bull's related event posters to light the torch and easily become an Olympic AR torchbearer. The full coverage of user social scenarios allows users to play with the AR torch in various ways and "burn" it however they want.

There were no boring moments throughout the whole process, which triggered a nationwide carnival. Earlier, the print media and offline "Mona Lisa" gave you a mysterious laugh, guiding users to experience AR scanning to warm up the event; Tian Liang, Zhou Dongyu, Jiang Jinfu, and Guan Xiaotong joined, allowing star fans to guide traffic to the event; Red Bull's official support, using AR animation to create topics, added fuel to the event. From warm-up to climax, multiple topics gradually exploded, and there were no boring moments throughout the whole process, triggering a nationwide AR Olympic carnival.

The network is changing, users are changing, and demands are changing.

But for brand communication, high exposure, relying on strong platforms, and creating high-quality content are the only ways to cope with ever-changing situations.

With the continuous enrichment of personalized products, scenario-based communications, and focus on young users, Tencent Penguin's youthful thinking and entertainment scenario layout have made QQ the most active living circle for young people and the most influential media platform.

With the help of Penguin, Redmi and Red Bull have already succeeded in taking the lead. Who will be the next one?