The document discusses how the Lohas juice brand successfully promoted itself on the popular Kaixin Garden game on Kaixin.com. Players could plant virtual Lohas seeds, harvest fruit, produce virtual Lohas juice, and gift it to friends for a chance to win virtual rabbits or real Lohas juice. This encouraged many players to produce and gift Lohas juice, spreading brand awareness on Kaixin. Discussion of Lohas also increased on other communities, and some players expressed interest in purchasing the real product. The campaign was thus able to generate positive online word-of-mouth for Lohas that translated into offline sales.
2. ABOUT IWOM WATCH 什么是网络口碑网论观察: CIC网络口碑网论观察,包括对互联网热点话题、社区文化、最新营销案例三部分内容观察,经由CIC分析师的深度解读,让您于第一时间掌握消费者洞察和数字营销资讯。 作为专业的社会化媒体及网络口碑分析咨询公司, CIC热衷关注网络上的热点事件,并且自2006 年起每月发布网络口碑网论观察月报。不仅是对中国“营销2.0和公关2.0”信息的及时更新,能为品牌,代理制定网络口碑营销战略计划时提供参考。网络口碑网论观察也是CIC为多数客户提供的长期服务之一。 本册网络口碑网论观察合集,精选了自2006年至2010年间有关营销案例部分的7个类别共34篇文章,其中21篇经过整理提供了中英文版本并印刷成册(全部文章请参阅随书附赠的光盘),为您展示过去4年中网络口碑网论观察的精彩内容。 What is IWOM watch: A monthly trend guide making sense of hottest buzz, unique online culture as well as dissecting case studies of online marketing campaigns seen in the past month. As a professional social media & Internet Word of Mouth (IWOM) consultancy, we always pay close attention to the latest hot issues online and issue IWOM watch reports every month since 2006. It serves as a timely update of "Marketing 2.0 and PR 2.0" in China and can be used as a reference for IWOM strategy planning. It is part of CIC's retainer service package for many of our clients. For this IWOM watch compilations, we collected 34 articles and combine into 7 categories, 21 articles in bilingual are printed out for this book (you can get all articles in CD contained in book), which offer various highlights of our IWOM watch content covering 4 years at a time. 本网络口碑网论观察中的多数图片与相关引用均来自互联网公开信息,凡带CIC字样的图片均为CIC公司所有。任何对本网络口碑网论观察中任何内容的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。
15. 7 进驻虚拟游戏的互动世界 Netizens fascinated with Kaixin Restaurant 万人情迷开心餐厅 A mission of cooking food from Dico’s, a food company Get orders from Gucci for virtual outdoor advertisements Award Hi buddy, Dico’s Crispy chicken leg (脆皮火枪腿) is on sale. I would like to invite you to cook 15,000 servings in a week, and as a reward, I will give you a gift. The status of the mission Advertiser: Gucci Running cycle: 7 days Revenue: 35,000 CIC View So far, Gucci has been the first and the only one advertiser who leveraged the flash screen advertising for exposure. Netizens can make money via accepting advertising orders with a seven-day limit of publishing. Moreover, netizens can re-accept the orders after the previous round closed. Dico’s, a food company, sends netizens on a time and quantity-limited cooking mission. As a reward, Dico’s will offer those who accomplish the mission a mysterious gift which can be used in the restaurant game. No doubt such a highly popular game provides brands an opportunity to expose itself and to connect to the community and netizens. The problem that brands should think about is how to proactively leverage it. | Source: April, 2010
17. 9 进驻虚拟游戏的互动世界 Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’ “悦活”果汁,不仅仅在开心花园受到关注 3. Produce virtual Lohas juice by using its fruit IWOM quotes: (Link) 种悦活得人特别多,我天天收到果汁!他们想抽奖,可是多数都是中兔子,都一窝小兔子了还乐此不疲~~ So many people have planted Lohas fruit! I now receive virtual Lohas juice everyday! They sent it to me to try and win virtual rabbits, even if they have already won many rabbits. ay 21 st 2. Harvest virtual Lohas fruit 4. Present Lohas juice to friends to win a lucky draw May 21 st 1. Plant virtual Lohas seeds in Kaixin garden 5. The award is a virtual rabbit or Lohas juice May 21 st Summary Kaixin is one of China’s most popular SNS’s with the number of registered members now exceeding 25 million, mostly white collar office workers. One of the reasons for the SNS’s popularity is due to their wide selection of interactive online games. One of the most popular of these being ‘Kaixin Garden’ whose netizens must plant, grow fruit, convert it into juice and then sell it, whilst trying to stop their friends from stealing their goods. As such Lohas (a fruit juice brand) started to encouraged ‘Kaixin Garden’ players to plant Lohas seeds, harvest Lohas fruit and produce Lohas juice. If netizens then present this juice to their Kaixin friends, they are given the opportunity of winning either a virtual rabbit or a bottle of real life Lohas juice. In order to win these prizes, netizens enthusiastically produced Lohas juice and gave it to their friends. Making the ‘Lohas’ brand and its products very well known on Kaixin. May 21 st | Source: May, 2009
18. 10 进驻虚拟游戏的互动世界 Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’ “悦活”果汁,不仅仅在开心花园受到关注 3. 用悦活果实生产虚拟悦活果汁 网络口碑摘录: (Link) 种悦活得人特别多,我天天收到果汁!他们想抽奖,可是多数都是中兔子,都一窝小兔子了还乐此不疲~~ So many people have planted Lohas fruit! I now receive virtual Lohas juice everyday! They sent it to me to try and win virtual rabbits, even if they have already won many rabbits. ay 21 st 2. 收获悦活果实 4. 给朋友赠送一瓶悦活果汁即可参加抽奖 May 21 st 1.在开心农场种植虚拟悦活种子 5. 奖品是一个虚拟的兔子或悦活果汁 May 21 st 概要 在开心网最热门的应用“开心花园”中,网民需要购买种子、进行种植、等待结果、再将果实榨成果汁、然后卖掉或者送给朋友,而且需要始终设法阻止他们的朋友进行“偷窃”。中粮旗下的新果汁品牌“悦活”联手开心网,并借助社交游戏“开心花园”的影响力推出一个品牌活动,悦活鼓励玩家种植悦活种子、收获果实并加工成悦活果汁。如果网民在此时将果汁赠送给开心网上朋友,他们将得到赢取一只虚拟兔子或一瓶真实的悦活果汁的机会。 为了赢得这些奖品,网民热情地生产悦活果汁并将其送给他们的朋友,致使“悦活”品牌和产品在打入市场之前便在网上人尽皆知。这种品牌推广的新方法开创了战略性植入SNS网站的趋势,成为网络文化的一部分,并通过热门社交游戏应用与目标消费者实现有效沟通和联系。 May 21 st | 来源:2009年5月刊
19. 11 进驻虚拟游戏的互动世界 Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’ “悦活”果汁,不仅仅在开心花园受到关注 One netizen generated a post to tell others Lohas juice can be found in real life Lohas juice was discussed in well-known communities Link Link Link Link Link Sample reply: (Link) 悦活出名了....Lohas becomes famous now. 中午我看看食堂有没有这种的...I will go to canteen to see whether Lohas juice is sold there Link Link Summary Since introducingits products into Kaixin garden, talk about the Lohas brand has dramatically increased both in the Kaixin community and on other well-known communities such as KDS and Tianya. As such when the product was found to be an actual good, many netizens then expressed their desire to buy it. From this campaign Lohas recieved great IWOM on the Internet community, IWOM that has then seen to translated into offline sales. Due to the close association between China’s SNS’s and games. By partenering your brand with popular online games not only can this be an effective way to promote online awareness, but also as shown will be an effective way to boost offline sales. | Source: May, 2009
20. 12 进驻虚拟游戏的互动世界 Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’ “悦活”果汁,不仅仅在开心花园受到关注 一个网民发帖告诉大家,在现实生活中也可以找到悦活果汁 在一些知名社区,悦活果汁被积极地讨论 Link Link Link Link Link 回复示例: (Link) 悦活出名了....Lohas becomes famous now. 中午我看看食堂有没有这种的...I will go to canteen to see whether Lohas juice is sold there Link Link 概要 自从被引入开心农场这个游戏,悦活品牌在开心网社区以及其他知名社区的讨论量逐渐上升,例如宽带山以及天涯。因此,当网友们发现悦活果汁是一个现实生活中的真实品牌之时,他们也渴望购买与尝试。在这个活动中,悦活赢得了网络社区中的良好口碑,好的网络口碑促进了销售额的增长。 因为中国SNS社区与网页游戏之间的紧密联系,将自己的品牌与知名在线网络有限合作不仅可以有效地提高网络知晓,还可以有效地提升销售额。 | 来源:2009年5月刊
21. 13 进驻虚拟游戏的互动世界 KFC launched their “Drink Joyfully” campaign on major Chinese SNS 肯德基联合热门网络社区,一起“吸乐无穷” IWOM quotes: 出KFC吸乐无穷当天就加了这个组件,但是当时没人玩,就荒废了,没想到现在很多人都好多级了啊,我又落伍了? / I installed the game on the first launch day, but there was not so many players then. Now the players has graded up a lot. Am I out? (Link) 酷乐值说明不了什么,多吸好友的饮料,便会升级,我开了20个小号,一天就能升级。/ Ku Le Zhi can’t do this, one need to sneak friends’ drinks to upgrade. I’ve opened 20 accounts, and upgraded in one day! (Link) ay 21 st May 21 st May 21 st May 21 st Summary KFC has recently launched a summer drinks campaign on some mainstream Chinese SNS’s called “Xi Le Wu Qiong”. From June 15th when a customer buys a Summer Drink they will also receive a campaign card, with the code on each card activating an individual game account. The campaigns participants win points in two ways, either by inviting friends to join or by then stealing away their friends’ drinks. Those participants who accumulate the most points will then be awarded a variety of prizes once the campaign has finished. | Source: July, 2009
22. 14 进驻虚拟游戏的互动世界 KFC launched their “Drink Joyfully” campaign on major Chinese SNS 肯德基联合热门网络社区,一起“吸乐无穷” 网络口碑摘录: 出KFC吸乐无穷当天就加了这个组件,但是当时没人玩,就荒废了,没想到现在很多人都好多级了啊,我又落伍了? / I installed the game on the first launch day, but there was not so many players then. Now the players has graded up a lot. Am I out? (Link) 酷乐值说明不了什么,多吸好友的饮料,便会升级,我开了20个小号,一天就能升级。/ Ku Le Zhi can’t do this, one need to sneak friends’ drinks to upgrade. I’ve opened 20 accounts, and upgraded in one day! (Link) ay 21 st May 21 st May 21 st May 21 st 概要 肯德基近期在中国的一些主流SNS社区中发起了一项名为“吸乐无穷”的夏日饮品活动。从2009年6月15日开始,顾客购买一份夏日饮品产品的同时,也将获得一张欢享卡,每张卡片都印有激活游戏账号的密码。这场活动的参与者可以通过两种方式获得积分:邀请好友加入游戏或者抢其他好友的饮品。那些累积最多积分的活动参与者将在活动结束时得到各种各样的奖品。 | 来源:2009年7月刊
23. 15 进驻虚拟游戏的互动世界 KFC launched their “Drink Joyfully” campaign on major Chinese SNS 肯德基联合热门网络社区,一起“吸乐无穷” ay 21 st May 21 st May 21 st CIC View Due to netizens starting to use SNS’s more and more and because of the close relationships that can be found on this space, brands and companies are now starting to use them more frequently as a platform to promote their campaigns and products. In this example, KFC ran their campaign over a number of the most popular social networks in China, encouraging netizens to also add their online friends in order to win points. By doing this not only do KFC acquire more participants and exposure to this branded drink game but they also create a great platform that can be used to promote future KFC products and brands. | Source: July, 2009
24. 16 进驻虚拟游戏的互动世界 KFC launched their “Drink Joyfully” campaign on major Chinese SNS 肯德基联合热门网络社区,一起“吸乐无穷” ay 21 st May 21 st May 21 st CIC 观点 因为越来越多的网民使用SNS社区,人与人的关系越来越近,因此,当下的一些品牌或公司也开始经常使用SNS社区作为一种平台来宣传活动和促销商品。 例如, 肯德基在一些中国最知名的SNS社区中发起活动,鼓励网民邀请好友参加“吸乐无穷”活动赚取积分。这样不仅有更多的参与者参加到肯德基品牌饮品的游戏中,而且,打造了一个促进肯德基未来产品销售,提升肯德基品牌知名度的一个平台。 | 来源:2009年7月刊
25. 17 进驻虚拟游戏的互动世界 The Forbidden City virtual game 虚拟紫禁城上线 Link TheForbidden City: Beyond Space and Time IWOM quotes: 在很多“戏说历史”风格的网络游戏中我们尚能看到汉服的身影,而作为一个款超写实的“虚拟现实”作品,本身就应该尊重客观历史事实,却在这方面让人感到十分的遗憾~~~~。(link) We can see Han dressing even in many entertaining games, but I am pretty disappointed that The Forbidden City, as a super real virtual game, didn’t show any respect to the history. ay 21 st May 21 st Summary IBM launched "The Forbidden City: Beyond Space and Time," a new cultural heritage initiative that presents the history and splendor of China's Forbidden City to a global audience. The project brings Chinese culture to the world by creating a virtual online recreation of the Forbidden City and associated sites in Beijing. It created much buzz online, and many netizens showed interest in playing it. However, a number of netizens criticized that the game ignored and insulted the achievement of the Han dynasty as they cannot find Han style in the game (Han dynasty represents the Chinese race). CIC View Chinese history and culture are extremely important to Chinese netizens and they do not tolerate distortion of Chinese culture. Many Internet crisis have evolved from misinterpretation of Chinese history and culture, such as the Starbucks case (see appendix). As the Forbidden City is a key cultural relic, the producer should identify existing and potential issues by listening to current IWOM, in order to anticipate and avoid crisis situations.. | Source: October, 2008
26. 18 进驻虚拟游戏的互动世界 Players can buy their VW polo and cruise in it in the game Shanghai VW extends POLO experience into virtual gaming world 上海大众将品牌体验延伸至虚拟游戏世界 ay 21 st May 21 st May 21 st Summary Shanghai VW is now making its POLO available in the virtual gaming world “疯狂赛车”(crazy race). Players can purchase the virtual car and drive it in the game. POLO banners are also displayed in the gaming space. CIC View The fast developing online gaming world has become a potential mature platform for companies to extend their brand/product experience. Through creating an online-offline mixed connection, it helps to establish/strengthen the emotional bond between brands and consumers. This kind of initiative recently is getting more and more mainstream in the U.S online virtual space “Second Life” Related reports can be found at CIC Watch issue: Oct 1-15, Nov 1-15 | Source: December, 2006
28. APPENDIX 2006 – 2010Topics of IWOM watch Sep(1st)- Eat McDonalds hamburger and get Taobao coupon Sep(2nd)- From “ShaiKe” to “ShaiHei” Oct(1st)- Will real name system strengthen social network sites? Oct(2nd)- IBM plans to remove the blocks between different virtual worlds Nov(1st)- Netizens love joining in controversial brand related conversation Nov(2nd)- IWOM made OMO change its TVC? Dec (1st)- Ku6 triggered netizens’ buzz through “Paike/拍客” concept Dec (2nd) - Motorola Q8 cooperates with Tuzki 2007 2nd half year review (Jul - Dec) Year 2006 Jul (1st) - AMD chooses world’s hottest blogger Xu Jinglei as spokesperson Jul (2nd) - Welcome to the crisis 2.0 era Aug (1st)- Lycra My Hero – new business on eBay Aug (2nd)- Only great brands have online fan base? The Chery Army sounds-off online Sep(1st)- “Gate” incidents frequently appears online in 2006 Sep(2nd)- Most wanted – hunt Accord Girl through video Oct(1st)- What kind of corporate blog fits your company? Oct(2nd)- KFC’s Cyberspace Woes Continue Nov(1st)- Want to engage / cooperate with e-fluencers? Let them stay independent for credibility Nov(2nd)- Electronics retailer BestBuy sponsors gadget shopping blog – e-fluencers’ voice matters Dec(1st)- Shanghai VW extends POLO experience into virtual gaming world 2006 2nd half year review (Jul - Dec) Nov(1st)- SNS encourages netizens to write reviews and express opinions Nov(2nd)- The Shan Zhai Spring Festival Gala highly anticipated by netizens 2008 2nd half year review (Jul - Dec) Year 2009 Jan - Spring Festival online markets explode in popularity Feb - Valentine logos on search engines creates buzz online Mar - Education 2.0: New Oriental Promotes Q&A services Apr - April Fools’ Day - A festival for netizens May - Lohas juice successfully promotes its brand on the game ‘Kaixin Garden’ Jun – Social Media Getting Closer to Real Life 2009 1st half year review (Jan - Jun) Jul – When We Live Together Online Aug – The Birth of New Entertainment Ways Sep – We are the Chinese Youth Generation! Oct – The Ever Evolving Internet Nov – Internet amplifies the impact of offline events Dec - “Have you been ‘low-carbon’ today?” 2009 2nf half year review (Jul - Dec) Year 2008 Jan (1st) - ZhuiKe (追客) – Let’s Chase Jan (2nd) - “Forum Crushing” – a way for netizens to express their dissatisfaction Mar (1st)- Edison Chen Photo Gate incident is not just about celebrities Mar (2nd)- Virtual Gifts: Campaigns and SNS integrate popular Internet trend Apr (1st)- DaRen Activity: A simple but effective marketing approach Apr (2nd)- “囧 (Jiong)”, one of the oldest Chinese characters, now leads a new wave of net culture May Special Edition - Internet and IWOM shape the Sichuan earthquake aftermath Jun (1st)- Sina hires sports commentator favored by netizens 20081st half year review (Jan - Jun) Jul (1st) - Netizens criticize the misuse of net language in brands advertisements Jul (2nd) - In response to plastic bag ban, Chinese netizens go green on BBS communities Aug (1st)- The IWOM winner in 2008 Beijing Olympics, Adidas or Li Ning? Sep(1st)- First 90’s kids start college - “We are 90s, we are unique!” Sep(2nd)- SNS applications target engaged consumers Oct(1st)- The Forbidden City virtual game Oct(2nd)- Microsoft releases “Black Screen” in China Year 2007 Jan (1st) - Converge the new and the old – online Video Sharing Service Jan (2nd) - First Crisis2.0 case in 2007: Starbucks in Forbidden City Feb (1st)- Popular local site dominated by young fashionable generation Feb (2nd)- Netizens created their own Spring Festival Gala Mar (1st)- The growing status of multi-media sharing services in 2.0 crisis Mar (2nd)- Dell launches Direct2Dell Chinese Apr (1st)- Rewards are not always embraced by netizens Apr (2nd)- Fast-food giants enjoy online interaction May (1st)- Buick Excelle HRV drives The Truman Show May(2nd)- Time for Q&A DIY Jun (1st)- Meizu platforms - a case about branded destination for fans 2007 1st half year review (Jan - Jun) Jul (1st) - MSN and MySpace have entered a partnership Jul (2nd) - Crisis spreading through expanding IWOM landscape Aug (1st)- “Forum Crushing Groups” – a rising destructive power? Aug (2nd)- KFC nutrition page on Baidu Zhidao Year 2010 Jan - Faster, Faster and Faster Feb - Ahead of crisis Mar – The power of netizens Apr – The Internet can be infinitely creative May – Making sense of “Tuan Gou” Jun – Break out of “69 Jihad” Jul – Have you VANCLIZED
29. 更多了解CIC Know more about IWOM Round table: IWOM Roundtable (including IWOM Panel, IWOM Summit, IWOM Classroom, IWOM Gathering) is one of CIC's communication platforms aimed at IWOM related industries and clients. Initiated by CIC, IWOM Roundtable aims to share updated IWOM information, discuss questions and achievements of IWOM development and gradually promote and improve the IWOM industry. Know more about IWOM White paper As a thought leader in IWOM, CIC launched its first white paper in 2006. We have been launching regular white papers ever since. To get more details about these, please view here. If you would like to find updated IWOM intelligence (CIC White paper, IWOM watch and eNewsletter, IWOM mark, Industry watch…) in one place, then apply for your IWOMmaster ID now. CIC 2010 Syndicated reports CIC proudly announces the launch of a new generation of syndicated reports covering high profile industries and topics (Including SNS, SKINCARE, HAIR CARE and NOTEBOOK). View our dedicated mini site for more detail. 了解IWOM圆桌会议: IWOM圆桌会议(包括网络口碑座谈会,网络口碑峰会,网络口碑校园行,网络口碑聚会)是由CIC发起并组织的网络口碑相关行业和客户互动交流的平台,该平台旨在共享网络口碑(IWOM)最新信息、讨论网络口碑(IWOM)发展过程中的遇到的问题与研究的成果,帮助推动网络口碑(IWOM)行业的日臻成熟与完善。 了解IWOM白皮书: 在CIC,我们思考关于网络口碑的一切。CIC知识管理中心都会不断整理在中国网络口碑研究领域宝贵的经验,基于市场调研、信息技术、社会学、统计学等领域多样化的研究方法,同时引进先进思想和革命性概念,定期发布高质量的CIC网络口碑白皮书系列,不断向客户以及网络口碑研究与咨询行业分享CIC的网络口碑信息精髓以及开拓性的理念体系,推动在网络口碑领域的发展。 申请IWOMmaster ID即可第一时间获得最新的网络口碑资讯一站式服务 (包括CIC白皮书,网络口碑趋势观察,IWOM mark, 行业观察…) CIC 2010年行业报告: CIC发布了2010年新版行业报告,内容涉及目前广受瞩目的行业和话题,包括SNS, 护肤, 护发及IT笔记本),欲了解详情可访问我们的专题页面。
30. ABOUTCIC As China's first and leading provider of Internet intelligence and insights based on IWOM (Internet Word of Mouth), CIC provides customized research consulting services, syndicated reports, as well as technical solutions and platforms to help companies meet their business and marketing needs. Since coining the term IWOM in 2004, CIC has pioneered the industry by supporting strategic planning and innovations across the entire spectrum of communications including brand reputation, business intelligence, product development, advertising, media, campaign planning and execution all via an objective, third party perspective. Utilizing its patent pending text mining technology and analytic tools, CIC makes sense of over 46 million naturally occurring consumer comments every month. CIC gathers these messages from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China-derived methodology and indexes to provide a detailed and comprehensive picture of online discussions and their implications. CIC has analyzed and archived well over 1.5 billion mentions of brands and products from well over 1 billion consumer comments. CIC has built and maintained strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L'Oreal Group, BMW, P&G, Unilever and many more. Website: www.ciccorporate.com www.linkedin.com/companies/359113 t.sina.com.cn/seeisee Blog: www.seeisee.com Founder blog: www.seeisee.com/sam www.douban.com/host/cic @cicdata Service platform: www.iwommaster.com IWOMdiscover: discover.iwommaster.com www.slideshare.net/CIC_China CIC_CN IWOMexplorer: explorer.iwommaster.com www.tudou.com/home/iwomchina