Online postings and media advertorials are the first wave of propaganda in order to create a buzz in the outside world. Pen % fun % Pavilion www.biquge.info

Tell everyone that Audition is here!

The reason why Lin Feng decided to develop the casual game "Dance Troupe" first when he entered the online game market, and the target users he really targeted were the more than 10 million registered users of Wuai Music Network!

This is only for registered users, excluding tourist users who are not registered, but habitually open the music network every day to listen to songs.

This is a very large user base.

It is also the core seed user group in the early stage of "Audition".

You must know that the total number of Internet users in China at this time was only 70 million, and the total number of online game users was only 15 million.

Lin Feng once asked the marketing department and the studio to do a user portrait analysis for the target user group of the "Audition" game.

The most important channels for online game users to obtain game information are friend recommendations, followed by Internet café promotion, web portals, forums, game official websites, media advertisements, etc.

Because of its casual dance characteristics, "Audition" determines the age of its users, which should be between 18 and 25 years old, mainly students and white-collar workers who have just joined the work.

At the same time, this kind of content that does not have the content of fighting monsters and killing people in mainstream MMRPG online games, and it is a casual dance game, with 3D cartoon character design, delicate and exquisite scene graphics, gorgeous dancing, and gorgeous costumes, all these fashion elements determine that the game will attract a large number of female players.

In fact, according to the survey, 59.4% of the gender characteristics of "Audition" players are expected to be female and 40.6% male.

Let's take a look at the music network.

As the largest music online website in China, in addition to a complete music library, exquisite page design, audition download process, and excellent sound quality, the reason why user viscosity has remained high is precisely because of the music community atmosphere created through the radio, single comment area, original community forum, etc.

Users can not only listen to songs and radio on their own, but also discover like-minded people, comment on songs, share their feelings, and recommend their favorite songs to each other.

According to the previous user survey of Wuai Music Network, female users are 62%, male users are 38%, and the user age group is 16-35 years old.

The overlap with the user base of "Audition" is very high!

Therefore, how to convert the existing 10 million music users into game users is the focus of the overall marketing plan in the early stage of testing!

The marketing team led by Zhang Zhijiao came up with a complete set of plans and submitted them to the combat meeting for discussion.

"The first step, advertising: we have carried out a full range of advertising space promotion on the pages of Wuai Music Network at all levels, including the banner link on the home page, the advertising space on the right side of the ranking channel, the radio channel launched the "Dance Radio" area (Britain, American, Japanese and Korean, Hong Kong and Taiwan Dance Music Radio), the top of the discussion area of all the single playback pages of the website, and the client player banner. Through these advertisements throughout the various channels of the website, the website users are exposed to the game introduction to the greatest extent. ”

"The second step, event marketing: in the event area and personal homepage of My Love Music, launch the activity of voting for the favorite dance music singer, open the application activity for the in-game beta number of registered users, and invite friends to dance together, these activities have adopted the method of rewarding registered users to encourage users to participate, and the rewards include increasing user points, honor points, ringtones, ringtones, reward game props and game G coins, etc."

"The third step is to open up the special area, open the "Audition" forum area in the community and forum of Wuai Music Network, synchronize with the official website of the game, users only need to share the experience of the internal test of the game, including articles, user screenshots, videos, and all users who upload content will receive music prizes from Wuai Music Network, and the prizes are game props, game G coins, ringtones, ringtones, etc."

"Through these three steps, the process of forming the music website users from curiosity, to joining the beta, to spontaneous dissemination, and inviting friends to play together."

"At the same time, we have completed the opening of the user account of the Wuai Music Network and the Wuai Game Network, when the game ends the internal test and conducts the public beta, all users of the Wuai Music Network can log in with one click and directly enter the game experience."

Lin Feng clapped his hands and smiled: "Okay! The first steps are to let users actively understand and experience the game through publicity, and this last step is even more crucial! When the user is interested and wants to play the game, the more convenient the process, the better the user experience, which is very good! ”

At this time, it reflects the benefits of Lin Feng's previous establishment of a music website.

The average game company needs to put a lot of advertising in the media to develop a new game to bring to market, and it also needs to do a lot of promotion in the Internet café channel.

With the 10 million users of Wuai Music Network, Fengxing only needs to do a good job in internal user drainage and conversion, which saves a lot of user accumulation process and promotion costs in the early stage.

………………

Chen Jing is a college student who has just graduated and joined the workforce, and when she first entered the society in the magic capital of Shanghai, she felt a lot of difference and pressure.

She was originally a proud woman in the ivory tower of the university, but now she works as a low-level clerk in a private company, and her daily work is to print documents and organize documents, which is boring and boring, and the income is not high.

The magic capital is a metropolis, every inch of land is expensive, Chen Jing and another girl share an old house in an alley, the rent is expensive, and the conditions are simple. All she belongs to is a small room of less than ten square meters, except for the bed, which is a computer desk.

When Chen Jing comes back from work every day, her favorite thing is to turn on the computer, enter the My Love Music Network, click on a radio station she likes, listen to those carefully selected songs, and sometimes post some comments under the favorite songs, as if there is a tree hole, where you can vent all the troubles and sentimentalities in life.

She also likes to mingle with the original musician community on the website, watching those people who are full of dreams exchanging the joy of creation and music, listening to the various songs they compose, and forgetting the boredom and distress of work in the beautiful music melody, and life seems to have a different color.

On this day, as usual, she opened the My Love Music Network and saw the thematic pictures of Jolin Tsai's gorgeous dance dress at a glance.

"Audition"? What is it?

Chen Jing clicked in curiously and found that she had transferred to a game website, I love the game network? It's a game commercial! But looking at the name, it seems to be the same as my love music network.

Chen Jinggang, who was not interested in the game, wanted to close the page, but was attracted by the background music.

"It's better to dance than to dance / It's better to talk than to dance / Make yourself feel comfortable / It's everyone's talent / Keep dancing / It's better to dance than to fall in love ......"

This Chen Huilin's song is her favorite, and the passionate and beating melody makes her feel like she can't help but dance along.

That's when I took a serious look at the introduction of the page!

There are a lot of screenshots of the game in the game area of "Audition", Chen Jing was attracted at a glance, this is a dance game! It's not the kind of game of fighting and killing that boys play in her memory.

Chen Jing became interested, and then looked down, the game is in internal testing, users of my love music network can apply for an internal beta account, apply for a successful internal beta, the website will reward a free download of a ringtone, and reward a set of clothing and 100G coins in the game.

Chen Jing thought about it, a ringtone is 3 yuan, and it is not troublesome to register, so she clicked the application button casually.

There is no responsible process for applying for registration on the general website, and a window will pop up directly: "Magie, congratulations on your successful application, please download the game client, log in with the account password of my love music network, I wish you a happy game!" ”

"Magie" is Chen Jing's nickname on Wuai Music Network.

It's that simple? Chen Jing was a little surprised. That's when the SMS ringtone on your phone.

She picked it up and saw that it was a text message notification that the ringtone had been successfully downloaded. The text message is marked with the words "free of charge".

Wuai Music Network has already launched a free CRBT product dedicated to users to reward users, and everything is done with one click.

Since the application was successful, Chen Jing had nothing to do, so she clicked on the client to download.

This client is about 700M, Chen Jing thinks it will be a while, so I will go back to the forum of my love music network to have a look.

The forums are all posts discussing the game of "Audition", some people have already entered the game trial, and they have posted, excitedly recommending everyone to play, saying that it is so interesting, the dance and light and shadow effects are cool, and you can choose your own song .......

Chen Jing looked at what was said in the post so funny, and she didn't feel itchy, and from time to time she cut back to see how the client downloaded.

With a "ding" sound, the download is complete.

There is a colorful Audition game icon on the table.

Chen Jing clicked in, entered the account password of my love music network in the login page, and sure enough, he logged in. In the character screen that appears,It's a personal character interface similar to QQ show,The nickname has been shown as her nickname on my love music network"Magie",She adjusted her facial features according to the prompts,Choose a beautiful costume,There is a feeling of playing QQ show,The operation is very familiar。

Then click Next to enter the ...... of the beginner's classroom.

The game design is very user-friendly, and along the way, even Chen Jing, a girl who rarely plays games, effortlessly and quickly understood how to play.

She finished the beginner's tutorial and entered the dance hall in high spirits.

The dance hall is a very beautiful scene, the dark purple city night sky is transformed into a translucent street of lights, delicate and beautiful picture performance, hazy and dreamy light and shadow effects, just like the beautiful scene of the thirties night SH presented in the movie, with contrasting bright colors, more pleasing to the eye.

"It's so beautiful!" Chen Jing couldn't help but exclaim.

chose a song by Jolin Tsai's "Look at Me 72 Changes", and she jumped!

What a beautiful dance!

With the rhythm of the music, the fingers pressed briskly on the keyboard, looking at the girl on the computer screen, dancing gracefully and gorgeously.

Chen Jing fell in love with this game in an instant!