How to bring a different holiday experience to children
Every year on June 1st, it is time for major toys and baby products companies to show muscle and work. This year, when the Scorpion Festival meets Children's Day, what is the correct way to open?
Price reduction? Promotion? Discount? Missing, out of date!
Xiaobian took stock of some marketing activities during the June 1st period. It is not difficult to see that the simple large-scale discount promotion is no longer the protagonist, and the merchants pay more attention to the sense of experience and participation.
Expand brand awareness and influence through a variety of creative activities. Some of the more engaging and creative interactive games and activities are now fashionable!
Let’s take a look at what new tricks have been played by everyone.
Big name is busy "making a festival"
Not satisfied with traditional holiday marketing, the original “making festival†marketing, which was originally only an online e-commerce marketing method, is now “promoted†by major toys and baby products companies.
- Leyou Carnival -
On the eve of Children's Day, the annual Music Carnival kicked off. As a “one-stop amusement experience consumption carnivalâ€, the activities cover the whole country, including global maternal and child product selection, charity project donation, international mother and baby brand release, well-known expert lecture hall, baby play equal to one, and experiential large-scale interactive activities. the Lord. Through the carnival activities, consumers can not only purchase the favorite products, but also learn the related maternal and child knowledge, and the children can enjoy the weekend games.
It is particularly noteworthy that this year, Leyou Carnival has also set up a baby donation clothing donation activity area, calling on Mommy Baby to be able to give a love to the infants in need while enjoying the time of parenting. The colorful stage performances, parent-child games and experience activities at the event site enhance the communication and feelings between parents and children, and also enable children to gain knowledge and affection in joyful play.
- China Children's Festival -
The 3rd Children's Chinese Children's Play Festival starts from the aspects of shopping, consumption, entertainment and interaction, and creates a national children's Wang Liuyi children's play festival for the family and children in the country. In fact, the main theme of the Chinese children's play festival is "shopping + play." Needless to say, "shopping" is a fascinating variety of offers. However, in terms of "playing", the child king does have its own characteristics, which can be said to be online and offline.
For example, the child king held a cultural performance in the store, enhancing the live experience through various activities such as parent-child interaction, stage play, dance show, and model catwalk. At the same time, the 61st show also has online and offline interactive sessions. Parents who participate in the event can upload the photos on the baby stage to the kid king APP to participate in the lucky draw; to return to the child king official WeChat background to receive the key words and receive the gift of the June 1 gift. Pass the secret language and so on.
In addition, the child king also held the "New Star Talent Show" activity on the line, held the "Parental Marathon" and "The King of My Heart" painting talent show, which fully catered to the needs of current parents and children and fashion trends. .
Deep experience is favored
The ability to integrate brand image into children's life, use brand story education, accompany children to grow up, and maintain a deep communication and interactive marketing approach with consumers through a series of exciting content and fun activities is undoubtedly a successful example in the industry.
- Friendship Tour of Thomas and Yongbao -
The “Thomas and Yongbao Friendship Tour†created by Mattel Group was launched in the Water Cube on the eve of June 1st, which is a journey of in-depth experience.
First stop: "Thomas & Friends - Carnival! coming! The Chinese version of the stage show debut in Beijing , opening a national tour. The well-known actor and star mother Hu can be the identity of Thomas China Friendship Ambassador.
Second stop: Thomas's new big movie "The Great Game" is about to be released nationwide . Different from the previous Thomas animated feature film, this big movie is tailor-made for China, adding more contest stories and musical elements that children love, and also tells Thomas and his first Chinese good friend. The origin of Bao’s friendship and the wonderful stories that took place on their journey of friendship.
Third stop: Thomas Town settled in Chongqing . Children can experience the charm of small trains and many islands: the full official Thomas town with an area of ​​more than 1,000 square meters has been successfully opened for business in Chongqing for 100 days and will open this summer.
Fourth stop: Thomas & Yongbao appeared in Shanghai . On the eve of June 1st, Thomas and Yongbao invited the children to a fantasy adventure in the “Duodao Island†in the Lujiazui Center Green Space in Pudong New Area, Shanghai. The familiar scenes of the Burlington Pier, Napford Railway Station, and the Timmouth Machine Room were all familiar. It was completely restored, letting the children be there and running. The lively and joyous friendship running stage performance brought a warm atmosphere to the scene. The whole lively and extraordinary departure ceremony presents each event with exquisite performances and interactive sessions, conveying the positive energy of friendship and teamwork between Thomas and friends.
Parent-child "sports exchange"
To say that activities that are interactive, interesting, and highly engaged, non-parent-child sports are the only ones. What's more, the current sporting style! Therefore, the sports meeting is definitely the first choice for parent-child marketing activities, but it is not so easy to play new ideas.
- Parent-child marathon -
The parent-child marathon held by the child king during the children's play festival is nothing new. Continuing the theme of the first parent-child marathon of the child king last year, with the theme of “big hand holding small hand, running for love 'children'â€, we will create a larger-scale interaction across the country in a richer form. It is reported that some cities in this event will also cooperate with the world famous football youth training institution "SoccerWorld Soufford" to bring an international children's football interactive experience to the urban parent-child family.
As a children's king, the parent-child marathon has created a nationwide national interactive event during the children's play festival for two consecutive years. It aims to appeal to the return of parent-child companionship in busy life, and to encourage children to complete the fun competition through parent-child mutual encouragement. More meaningful holiday gifts will continue the festive joy into the concern and care for children's growth. As of May 31, the number of relevant registration pages was 50,000+, and the number of comments was very impressive.
- Baby is superplus -
Leyou Baby is a superplus Ying 61 large parent-child sports series in Shanghai Pudong Yifeng Times Square. In addition to cool stage performances, marine ball pool and other entertainment elements, Leyou also prepared a big competition for the babies who are flying! These include the climbing competitions of the younger age group, the fun football match of the senior group and the safety seat assembly competition of the parent group. The scene is crowded and the parents and the baby have a good time.
More interactive experiences
- Disney's Childhood Day -
During the entire 618-year shopping festival, JD.com held fan carnivals with LEGO, Disney and Transformers. On June 1st, Children's Day, Jingdong joined Disney's four IPs to create "Disney Childhood Day." Classic Disney characters from "Mickey Mouse and Donald Duck", "Galaxy Guard", "Pirates of the Caribbean", "Cars" and other classic Disney characters formed a dream show for Jingdong 618 through "Dyna Kids Day".
Jingdong Mall has become a Disney fairy tale world, and the page elements are integrated into Disney's classic characters, including the classic Mickey and Minnie, the white in the "Super Marines", and the rabbit police officers Judy and Fox Nick in "Crazy Animal City". The classic anime images such as Marvel, Star Wars, and Ice Queen are collectively unveiled.
In addition to online offers and interactions, Jingdong also launched a rich series of offline activities with Disney: as a special event for Children's Day, some consumers who shop in Jingdong on June 1 will also be packed in boxes when they receive JD. In the bag, Disney, Marvel, Star Wars, Pixar and other images are “warmâ€. JD will “transform†millions of courier boxes, and lucky consumers will receive Disney theme packages; Mid-Autumn Shopping Festival During the period, thousands of Disney characters dressed in the Jingdong transport truck will enter the streets and lanes, and deliver the goods with childhood memories to the consumers.
- Hasbro fun to turn on June 1 -
Hasbro Fun has covered sixty-one activities in major shopping malls in major cities across the country, and nearly 60 stores have carried out roadshows at the same time. The June 1 event promoted the boy brand, the cool Transformers 5 movie series and the energetic Nerf interactive demo experience became the highlight.
The story of Hollywood is actually staged. This time, Hasbro invites parents and children to shoot big movies in the name of "Transformers 5: The Last Knight."
In addition, the stimulating NERF fierce experience allows children to walk away from the screen and experience frustration and coordination in the real-life shooting experience, exert creativity, manage emotions, and develop children's ability to solve problems. These highly interactive activities attracted a large number of parents and children on the scene to compete.
- Bang Bao building blocks show -
During the June 1st period, Bangbao building blocks across five cities in the north and south - Sanya, Shenzhen, Hangzhou, Shanghai, Beijing, and prepared a number of events in June 1st. The theme of the event was: June 1st Bang Bao Building Block Show, showing the true self. The activities of each station are rich and varied. Mainly include: building block experience, game interaction, etc., Bang Bao's IP star pig Peggy will also interact with children in the form of building blocks.
The most distinctive feature is the introduction of interactive programs with local characteristics based on the characteristics of each city. For example, in Sanya, there will be a small pig Peggy's building block world, a tropical beach-style beach series product, and a warship that demonstrates China's maritime military strength to interact with children on the spot. In Shenzhen, the Lingnan building blocks scene is on display, and the education is fun, so that children can easily get a little knowledge of Lingnan architecture.
- Safety for the first time -
On the eve of June 1st, Liaoning Fushun City Women's Federation, Municipal Civilization Office, Municipal Traffic Police Detachment, and Fushunguang Radio jointly launched the “Civilized Traffic Demonstration Family†selection campaign, and selected “Civilized Traffic Demonstration Family†in the city. Joie Qiaoer should donate to the event. 100 car seats and strollers are used to protect the safety of Chinese children. Joie will donate 400 products to the China Women's Development Foundation, and the event will be carried out in several cities including Gansu and Shaanxi.
More moving than a gift is to feel the common joy between people. Unlike the previous Children's Day, which simply sent children's toys and clothes as holiday gifts, today's parents pay more attention to the expression of children's love and heart, and hope to bring different holiday experiences to children from the aspect of happiness. It is the capture of this change in demand, toys and baby products companies are also trying to experience the economy, some companies have tasted the sweetness and tapped more business opportunities.
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