跻身2014年度微信营销成功案例——筹趣网

作者:三部曲网络 分类: 发布于:2015-1-9 11:40 ė1542次浏览 630条评论

导语:2014年的圣诞节一个叫筹趣网的游戏众筹网站主办发起了“筹梦想 筹话费”活动,整个筹趣网品牌宣传效应远远超出了活动预期,被网友调侃为“神活动”(网友的微信朋友圈均被筹话费刷屏赶超微信发红包的势头)。

在2014年的圣诞节一个叫筹趣网的游戏众筹网站主办发起了“筹梦想 筹话费”活动,此活动席卷了整个微信朋友圈,从一线城市慢慢扩散到二三线城市数百万的网友加入到众筹话费的队伍。同时,参与玩家为了筹话费,利用微信朋友群,自发建立了无数个熟人或者陌生人的“筹话费互助群”。

筹话费神活动 30万元都不卖

据筹趣网相关活动负责人透露,此次活动目的,只为推广筹趣网品牌,同时想让大众玩家参与众筹的游戏体验,意在培养用户众筹概念。活动在12月24日上线24小时内,整个筹趣互动微信服务号的粉丝数从22人冲到10万人,12月28日周末通过微信筹话费活动导入筹趣网官网(www.chouqu.com)数据是:PV430万、UV100万,微信粉丝数突破25万大关;

整个筹趣网品牌宣传效应远远超出了活动预期,被网友调侃为“神活动”(网友的微信朋友圈均被筹话费刷屏赶超微信发红包的势头)。在整个活动数据不断攀升,冲破一次次峰值时,让整个筹趣团队应接不暇,适时优化活动页面,增加服务器,临时调整24小时人工客服一对一维护玩家问答。这也是此活动即使上线3天,活动新鲜度仍然涨势迅猛的关键原因。

在玩家参与的同时,也有很多品牌厂商慕名而来,打通客服电话要求联系负责人,出价30万想购买此次活动的模板以及活动策划方案及运营思路,均被筹趣网拒绝。筹趣网负责人表示,筹趣不是做微信活动的公司,只为自己品牌服务,活动核心价值需要被提炼总结,用于试验出更多经典的营销推广案例。

筹话费 跻身2014微信营销成功案例

微信营销已经是各大品牌推广争相抢占的聚集地,“筹话费活动”为何如此火爆?

专访筹趣网活动相关负责人详情如下:

* 给用户坐山车的“快感”

在活动设定刚开始筹话费时,用户感觉到能快速完成目标,于是迅速拉着一群好友加入众筹话费的队伍。起步的数值给予设定的很高,玩家支持众筹话费体验就是一个“爽”字。比如刚开始筹100元话费,支持你的小伙伴,点一下,能支持你8元。但当你离众筹目标越近,数值会越来越低,因为游戏池里的用户基数会越来越大,支持的小伙伴越来越多,奖金池不变的情况下,数值增长越来越低。这就是玩到一个离目标很近的数值时,开始出现小额度增长,几乎让用户有种崩溃玩不下去的感觉,但用户是又爱又恨。这个时候我们的客服人员出现,除了微信后台客服维护,官方Q群客服维护、官方微博账号客服维护以外,我们还迅速建立了一个客服微信账号,一对一维护用户的喜悦、抱怨。但当我们真诚服务于玩家,我们获得了意外的惊喜。

静若处子,动若脱兔 24小时客服

你会说开玩笑吧,就这样一个小活动还要24小时客服?

“是的,我们初期目的只是为了庆祝圣诞节,答谢玩家,做一个小活动活跃用户。初期预算1万元涨1万个微信粉丝,但当活动达到数百万玩家疯狂分享筹话费变成一个大规模活动时,我们临时决定活动经费从1万元话费涨到20万。运营担任24小时值班筹话费客服,目的就是解决玩家的信任、疑惑、以及成功众筹后如何兑奖。最让运营团队感动的是,其中一个用户说,“现在我继续玩,不再是为了这100元话费,就为了你们的真诚,很少有你们这样的真活动。”

筹趣网定位

筹趣网自身定位为最专业的游戏众筹服务平台。我们发起筹话费这样最简单直观让玩家理解的众筹模式,是想让每个大众玩家都体验到众筹的乐趣,筹趣以游戏为中心,走泛娱乐的游戏之路,引导用户发起众筹。筹话费的影响力不止于筹趣官网的数据增长、微信粉丝增长,而是很多大众用户已经开始自主在筹趣网后台发起众筹项目。筹趣网还会策划更多娱乐营销活动,不会让此次活动的玩家只是筹趣网的“过客”,而是一路跟随筹趣网的“曲奇客”。

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