OpenF2F Class Notes 11th July (Celeste)

Original

A good game and a bad promotion
Recently, a game called “escape from Beijing, Shanghai and Guangzhou” has gone viral on social media, which created by a new media (a Wechat official account). They provide 30 tickets for the people who earliest got to the airport to an unknown place(domestic). It resonated with millions of users on social media, especially for the people who left their hometown to big cities. Actually, it is a stereotyped theme, which were used by lots of brand and apps for their campaigns, because it catches the consumer insight, escaping from the real life. It is a good game that it got over one million page view(game information released through Wechat account) and the new media got 10 thousands followers in 3 hours. However, it is an advertisement of a ticket booking app, who actually provided the 30 tickets and wanted to enhance its awareness through this game. Unfortunately, I looks like no one noticed the app in this game. They know the contest from the new media, they were moved by the insight and maybe they really went to the airport, but they didn’t know who was the advertiser at all.
In my opinion, it was a good game which caught enough attention and created buzz on social media, but it is a bad promotion for this app.

Edited

A Good Game and a Bad Promotion
Recently, a game called “Escape from Beijing, Shanghai and Guangzhou” has gone viral on social media, which was created by an official Wechat account. It gave round trip tickets to an unknown domestic place to the first 30 people who arrived at the airport. It resonated with millions of users on social media, especially for those who left their hometown to work in big cities. Actually, it is a stereotype/common theme, which were used by lots of brands and apps for their campaigns, because it catches the consumer insight, escaping from the real life. It is a good game because it got over one million page views (game information released through Wechat account) and the Wechat account got a hundred thousand followers in 3 hours. However, it is an advertisement for a ticket booking app, who actually provided the 30 tickets and wanted to enhance its awareness through this game. Unfortunately, it looks like no one noticed the app in this contest/campaign. The users heard/learned/saw the contest from the Wechat article and they were so moved by the insight that maybe they really went to the airport, but they didn’t learn what/see who was the main focus of the campaign.
In my opinion, it was a good campaign which caught enough attention and created buzz on social media, but it is a bad promotion for this app.

round trip – the whole trip, to go and come back

We can’t stop
We couldn’t stop

get the airport
get to the airport

activity vs. game/contest

article – ***please remember the ‘ar’