Buzz
Many common advertising ploys are employed by game publishers to attract gamers during this Tet season.
For most players, festivals symbolize relaxation and joy. In such an atmosphere, advertising and marketing become easier. Through advertising, establish a connection between the festival and the game, empathizing with players on an emotional level, thereby enhancing the product's impression in their eyes.
During Tet, the most important traditional festival in Asia, many areas will have over 7 consecutive days of holiday, and young people will also receive lucky money envelopes from elders. Under the influence of traditional customs, the average online gaming time and users' willingness to spend will significantly increase.
Analyze the cleverness with which these advertisers have used in their ads when Tet arrives to make customer attraction more effective.
1. Adding holiday-themed Emoji expressions
Usage Case: Introduction
Adding Emoji expressions to introductions is a relatively common method. When introductions are too long, these expressions can visually convey the 'emotions' of the text, quickly capturing the player's attention and then engaging with them. When Tet arrives, the selection of these expressions needs to be considered a bit. Of course, some common 'fireworks' and 'memories' can also be used, but comparatively, some expressions with prominent traditional elements are more likely to create a Tet atmosphere.
Take two advertising introduction parts aired during Tet as examples. More popular Emoji expressions used in the copy on the left can be used in any festival; the copy on the right has added local cultural flavors such as 'Village Gate'. Constructed Emoji expressions can immediately remind users of traditional festivals like Tet, and similar expressions like 🏮 can be considered for use during Tet.
2. Optimize advertising materials according to the festive atmosphere
Usage Scenarios: Posters, Videos
Thanksgiving appreciates the help of others, Tet Doan Ngo originates from the worship of nature, Tet celebrates family reunions. Each festival has its own thematic atmosphere. After understanding the characteristics of the festival correctly, then optimizing advertising materials, the effectiveness will be multiplied with only half the effort.
Take these two image advertisements by [MU Origin 2] as examples, the overall color scheme of the Thanksgiving ad on the left is gray and white, based on this, adding elements like clouds and stone columns and a design atmosphere with more fairy tale and mystical vibes; on the right is the Tet ad, the color tone predominantly uses red, paired with yellow, and incorporates elements like lion dance, lanterns, and firecrackers to make the overall atmosphere more lively. During the airing, it received quite good impressions, with an estimated value of 3.8 million.
[Clash of Clans] specially produced a 58-second advertising video based on ancient Tet celebrations, connecting in-game characters with real life, giving players a refreshing feeling when 'penetrating' into another world. In the video, storyline designs like 'drumming and gonging,' 'watching fireworks,' 'singing and dancing,' 'fireworks festival' etc. fully depict the festive atmosphere and joyful scenes resonating with users and accomplishing conversions.
