Is it hungry? For the fourth day, I have averaged six meals average daily.

@新 新 新

Author 丨 Lemon Li Lili

Edit 丨 Monthly

Perhaps it was the vomiting caused by the difficulty of solving the problem yesterday, or maybe there was this arrangement in the planning. The hungry activity was on the fourth day, adding a new gameplay.

At noon today, I announced that from 12 noon on June 24, a random order for free orders per minute will be randomly drawn, and the number of random orders will be exempted by 1,440 random orders per day.

As of the 24th, the "Hungry Wharles and A single minute" activity was launched for 4 days, and a total of 34 universal activities were held, which was high in popularity on major social platforms.

The approximate process of the free -order event is: the user guess the exemption time according to the official pattern clue, according to the prompts such as catering, milk tea, juice and other keywords, through the hungry app to take takeaway, after completing the order, they will have the opportunity to get exemption from exemption A single opportunity, the upper limit of the amount is 200 yuan. At present, a large number of netizens have written various reasoning processes and answers in Weibo, Xiaohongshu, and circle of friends, but there are very few great gods who answered the right. Effective interaction.

Exemption is not an ingenious marketing method. There is a mechanism for "writing points and removal forms" during graphic marketing. Public comment has still reserved the opportunity of high authority "eating overlord meals". The platform and merchants will also launch exemption discounts on some specific festivals or for certain populations. For example, JD will provide a chance to draw free orders for customers who spend on their birthdays. The crowd launches free benefits.

And this time the hungry -free event can sweep the social platform with a thunderbolt, not only the psychology of consumers who want "capital wool", but also integrates gaming, blind boxes, puzzles, etc. The interactive interaction of layers of nested uses an uncertain revenue feedback mechanism to attract users to call friends to participate, and play the "flat and unpretentious" free order into a breaking traffic password.

On the evening of June 21, the related topics of#6 6 6 6#6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 quickly became the focus of discussion. As of press time, the number of readings read 470 million, and the number of discussions was 54,000, which was almost comparable to the topic of June 19th##.

Although the game decreases from 28 games on the first day to 3, 2, and 1 game, after adding a new way to play a new order per minute, it can be foreseeable that this "summer -free big battle" is still still It will continue.

01 Xue Dingzheng's one -minute free order, who wins numb?

"Nothing else, I hope you are happy." The users who received the free information at the beginning did not take the text message to heart. Until the afternoon of the 21st, more and more netizens posted the exemption information in Xiaohongshu. Later, it was logical that#large number of users received the entry of Hungry?

All kinds of speculations have been on the field, the system bug, staff mistaken operation, fraud information ... spread from the red book to Weibo, and a large number of netizens left a message to ask the official, until 5:30 in the afternoon, the official responded to the "mountain overdue overdue overdue "Late": Yes, is "free of one minute" is officially launched today.

Taking advantage of the popularity, I was hungry, and I released the exemption strategy and the 14 -free schedules that had been completed that day. Fermented all day, and singer Zhou Shen took a picture to promote the rhythm. The number of participants soared the next day, and the system collapsed several times. Statement that causes some refund delay.

Guess the game quickly transitioned to the stage of playing. On the third day, there were too many puzzles, and netizens opened their brains. Guessing the number of numbers on the dog claims to be "gambling dogs", the self -proclaimed "overturning" of the numbers on the body, the existence of the table and mailbox implies "don't be confused by the" box '' '' The time point is waiting for a day to exempt the order, and the result is that the server is squeezed again, so that the official has to "Versailles" to remind "order on demand".

The winners of the winning prize are unsatisfactory, and users who fail to win the prize have raised a more detailed question: whether the keywords of the city's participation and prompts must appear or related categories, why the time is correct? In addition to "flaws", the topic will become hotter and hotter.

Interestingly, although many netizens understand at this time, even if the winning conditions are triggered, the probability of winning the prize is sharply reduced when the bonus pool is limited and the number of participants is increasingly decreased, but the temptation is like a carrot hanging in front of it. Everyone always feels "in case me."当 Capital wool is the first productive forces of contemporary young people.

It turns out that the marketing activity has achieved a lot of victory this time, not to mention the discussion of more than a dozen hot search in three days, the problem -solving post updated in minutes, screenshots of the three companies that stimulate the eyeballs, etc. From the perspective of the download of the official APP for nearly three days, the hunger is really winning.

Dot data show that the download ranking of Hungry app downloaded from the 26th list on the 21st to the 6th place on the 23rd, in the APP Store's gourmet food list, the hungry app has jumped first. The new list data shows that on the Xiaohongshu alone, the number of related topics has reached 35,300 in the past seven days. In the past 7 days, the number of participants was 7489, with 108 related notes, and the number of interaction was 24,000. The peak appeared on the 21st. Weibo data is even more obvious. In the past three days, Weibo, problem -solving, interaction, questioning and other Weibo, the comment data reached nearly 10,000. Before that, whether it was joint operation with KFC, Harbin The propaganda of the gift package has not exceeded the four digits of the comments, and the results are very small.

The reason why this event is so popular is because it happens to step on the user's itching point. For users, you can eat takeaway even if you do n’t win a prize. There is no loss. If you guessed it, it will be exempted, which causes many users to choose zero risks to bet. But it is also this psychology that drives a wave of customers who have no intention of consumer intention to place an order. They specialize in ordering for the free activity, and even placing an order at the restrictions of 200 yuan.

In this way, the cost of being hungry is free of order, and it is directly passed on to the consumers who have not won the prize. The users who are wool are another wave of customers who do not have wool or even impulse consumption to buy.

In addition, this marketing activity still has a deeper intention. According to the rules, you can choose to consume or withdrawn on the platform or withdrawn, and you need to bind a bank card. In this way, you can achieve a deeper binding relationship when you are hungry. Even if you only use the single -free amount for secondary consumption, the increase in repurchase rate is real data.

If you want to pass this, look at the continuous rising customer acquisition costs of major Internet platforms. Meituan 226 yuan, JD.com 395 yuan, Alibaba 447 yuan. How fast it is to be hungry, it is even more obvious.

02, while baking back, back on the side

On the third day of the free -order event, the anti -bull had begun.

"Who guess who guess?" "Isn't this the same as the probability of Cao Qinghua?" "Don't play if you can't play!" After the puzzle released on the 23rd at 10 o'clock, the comment area is no longer ridiculed And expectations, but full of grievances. The carnival of the previous two days seemed to have quickly ended, and the rest was only one wolf.

(Review Zone on June 22 and June 23)

On the first day, 28 games, 3 games on the second day, and 2 games on the third day. On the fourth day of the free single event, there were only one event left, and the limited edition of 20,000 was exempt. Some netizens are hungry for a single routine.

The mystery of the logical far -fetched is free of order. Even if the time is guessing, it is necessary to get lucky to get the order exemption. On the 23rd, the topic was lively all day. Some people ate six meals a day for wool, but they did not get a single qualification. Facing the fuzzy activities rules, netizens could only come back. " Is it all? "

From the discovery of the user, to the official response, from the "buried stalk" to the "unclean stalk" in one go. In the era when the cost of acquiring customer acquisitions on the Internet is rising year by year, the topic and influence brought by the marketing is hungry. It is not possible.

Similar cases and Alipay's five blessings activities have almost become an indispensable Chinese New Year. The threshold for participation in this surprise egg is extremely low, the festival limited activities, with uncertainty sweetness. On the "gambling", the whole people swept the blessings and held seven years in a row. The collection of five blessings has become a fixed reserved program. In 2022, the five blessings activities were allowed to allow merchants to settle in Alipay to develop various private domain traffic through five blessings, so that this marketing activity generated more added value.

The word -free two -word word can bring the greatest passion, and Pinduoduo is well versed. Countless people have cut a knife one after another, just for the unclear exemption end point.

But comprehensive, whether these marketing activities are constantly iterating or chicken feathers, they can be called textbook -like cases in the history of the Internet, but this time the successful absorption of users' activities is tantamount to being hungry. Send charcoal in the snow.

03 Is it still hungry?

This marketing incident is hungry?

In 2018, Wang Lei, who was hungry, said that "at least 50%of the share", and one year later, he changed his mouth: "The share is getting more and less hungry." The report shows that in the first quarter of 2020, the main takeaway platform market pattern, Meituan takeaway share of 67.3%, and the proportion of hungry is only 26.9%.

In 2020, in order to keep his market share, he launched the "10 billion subsidy" event, and Meituan was unwilling to launch the "Tiantian God Coupon" to counterattack, but the pattern of the takeaway market has not changed. It was just a "refined operation" of the subsidy into the "refined operation" of mature customers and newcomers, respectively.

Today, the takeaway battlefield is about to usher in a new player. Recently, according to LatePost reports, JD.com will use the JD.com APP as a service carrier, and piloted catering takeaway business in Zhengzhou and other cities. This news has been confirmed by JD.com Retail CEO. At the same time, under the influence of the epidemic, a large number of merchants also opened takeaway live broadcasts on the Douyin platform, looking forward to the official opening of takeaway services.

Meituan has steadily moved forward, JD Douyin is eager to try, and in the environment of takeaway tracks or will resurrect the waves, it is too hungry to be a national carnival that proves the sense of existence.

Within a few years, the goal of Hungry is with its market share fell again, and Ali also provides drainage into the mouth for many platforms such as Taobao, Alipay, Youku, etc., but is hungry? "Abou". From the perspective of the industry, the traffic dilemma of hungry is also the predicament of Ali. The traffic that cannot be kept will only cheaper the opponent.

"Is downloading hungry?" Li Yan said, hungry is very friendly for new users and returning users, and even launched a 0.9 yuan/month super food card event, but the number of people who settle in group.

In the eyes of users, there are more platforms with more meals and better services. According to Meituan's financial report data, as of the first quarter of 2022, the number of merchants reached 9 million, while "new entropy" speculated that the number of merchants was less than 6 million according to the information released by Ali.

From the perspective of the rider's scale, there are only 1.14 million knights hungry, and the size of the Meituan riders has reached 4.7 million, and the gap between the two sides is relatively obvious. More importantly, the user's shopping habits are gradually developing. Now that you want to reverse the user's mind again, the cost that needs to be paid is not just a free game.

If you want to leave users, you need to give more reasons if you are hungry. I hope that this successful marketing activity will make everyone happy after being happy.

(The characters in the text are pseudonym)

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