"We are worried about the collapse of the MG GT official website." An Ruisuo's Ma Xiaoyu said: "In less than one day, the MG GT official website traffic is close to the upper limit. The Baidu index has exceeded 10,000 mark, reaching 10,713. Usually the new car is listed, the Baidu index can reach 7000, already quite good."
As the supplier of interactive marketing communication of MG GT, Anrisos quickly worked overtime on the evening of November 1 to meet the upcoming wave of traffic climax.
Why is a new car of its own brand so quickly sought after on the Internet? What is the secret of MG GT? Wang Yingqi, general manager of Anrisuosi said: "Compared with the competitors, the MG GT is closer to the "85" (the young people born in the 85s and 90s).
This is by no means the ultimate goal of the MG GT. Wang Yingqi said: "An Ruisuo hopes that MG GT will become the favorite of consumers." But this is not easy. In this car society with oversupply, for a new car of its own brand, being loved is a luxury. Therefore, as the first company to propose interactive marketing ideas, An Ruisuo decided to take another road of innovation - the virtual world and the physical world alternately promoted to attract consumers in all directions.
Focusing on target consumers is the first step to success. Yu Jingmin, deputy general manager of SAIC Motor Vehicle Company, said: “The target group of MG GT is not only the “post-85sâ€, but also the energetic young people and the people with young hearts.†Lin Jiayu, Director of MG Brand Operations Representation: "Pan" after 85" is a generation that grew up with the Internet." Internet data collected and analyzed by Anrithus also shows this. MG GT's target consumers like to surf the Internet, staying in the virtual world for a long time; his (her) time is fragmented, from the past through the PC side of the Internet, and now use the leisure time to access the Internet through the mobile.
Wang Yingqi said: “After finding them (MG GT target consumer group), they communicated with them deeply, let them like MG GT and realized purchase.†To this end, under the planning of Arisos, MG GT is in full proximity in the virtual world. Pan "85 after". Another product promotion platform, Chen Jiye, senior manager of SAIC's passenger vehicle media and public relations department, also expressed his deep appreciation: "In different virtual worlds, MG GT is also intimately and in a different way. communication."
On the platforms of Ink Weather, Momo, Himalayan Internet Radio, Today Headlines, etc., which are widely favored by the “85sâ€, MG GT has almost become the king of the screen. In the morning, MG GT sent a greeting on the ink weather app that was used after the “85sâ€. Ma Xiaolu posted a picture of ink weather on WeChat. "(November 1) The gloomy weather is easy to feel tired. MG GT recommends that you open the window while driving, let the wind come and stay awake." For finding friends The young man who loves, MG GT sent a chicken soup to the stranger, "unfamiliar world, can also meet the love of the heart." For young people who like to listen to music, they will hear MG GT in the Himalayas (Internet Radio): "Let the voice of love, travel with a mood." Young people who like news, will see MG GT on today's headlines The declaration: "Young people want to be headlines, but also love the creed of love", and so on. But on any platform, while sending intimate greetings, the words "fourth generation MG GT fashion debut" also appeared.
Wang Yingqi said: "After finding the target consumers, it is even easier to communicate with them and let them like the MG GT and make purchases." To this end, while approaching the target consumers on the Internet, Anrisos tried to get out of the opportunity to build two-way communication.
Game marketing is one of them. The first game launched by MG GT was a dual-screen (mobile phone screen, PC screen) interactive racing game, followed by a series of simple mobile games, such as the obstacle course. Their highest prize is a one-year free use of an MG GT. Xue Huamin, executive technical director of Arisos, said: "Double-screen (mobile phone screen, PC screen) interactive racing game is designed to win the attention of users who love new technology and pay attention to experience; the more obstacle course games can be played directly on mobile phones. In this way, MG GT can appear in the fragmentation time of consumers and attract more attention.†The reporter observed that behind the traditional marketing model of vying for the eye, hidden O2O innovation.
MG GT strives to create an "online, 4S shop interoperability" model. The same dual-screen interactive racing game, consumers can also use the big screen play of 4S shop, not only more exciting, more realistic, the probability of getting a card coupon is higher than on their own PC. Once the consumer enters the 4S store, he can not only feel the appearance of the MG GT, but also experience the handling of the MG GT through the test drive.
All this is just the beginning of MG GT's network communication innovation, and innovation continues. Yu Jingmin said: "Young friends not only need a powerful car, but also need to enjoy a better cultural experience, combining their understanding of the car with his lifestyle, his youthful vitality and his young mindset. Realize the integration of people and vehicles."
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