A word "Yue" burst into a circle of friends. Is BMW's wayward100000 worth it?

Did you receive BMW, Coca Cola or vivo? "

Speculation has just subsided. Last night, around 10, the first batch of advertisements in WeChat friends circle appeared quietly. Although, as Zhang Xiaolong said, WeChat friends circle advertisements will be packaged as "ordinary messages" as much as possible to avoid disturbing users, when BMW, Coca-Cola and vivo appeared on different mobile phones based on big data filtering, the 400 million active users around the world instantly recognized them accurately, which triggered a short carnival inside and outside the circle.

According to the news previously revealed by WeChat, only about 50 brand advertisers have been selected to put in friends circle advertisements, and the budget should be above 654.38+million. Then, for Che Yun, we certainly need to pay attention. As the first car brand to eat crabs, is BMW worth their money?

Wechat advertising, BMW Toyota Honda price reduction

On form: BMW advertising design is dominant

BMW, Coca Cola and vivo, as the first customers of WeChat friends circle advertisements, were presented in the circle of friends of 400 million active users around the world in the form of information flow around 10 last night based on WeChat big data analysis.

The form of the three advertisements is similar to the original form of the circle of friends that can be seen in peacetime. They are composed of text and picture information * * *, except for the "promotion" sign and the "view details" H5 link. Under the advertisement, users can like or comment, see the comments given by friends and form interaction. Compared with the previous forms of advertising on social media, friends circle advertising is more original and social, jumping out of the bottleneck of single communication and moving towards interaction.

From the specific form, BMW adopts the overall design of 12 characters and 6 pictures, with black characters on a white background, and presents a word "Yue" in the form of a puzzle. Vivo also adopts the form of six pictures plus words, and the six pictures are independent, with music as the theme; Coca-Cola just takes the form of four pictures plus "Coca-Cola for members to taste", and the four pictures are also in the form of puzzles, similar to BMW, taking a skilled and unemployed route.

In Che Yun's view, in terms of design alone, BMW's advertising design is the simplest and most visually impactful of the three advertisements, whether it is the use of pictures or the collocation of words. There are more characters in Vivo, which is not easy to spread, and the picture collocation is relatively common, and the sense of design is insufficient; The word "Coca Cola" is very simple, but although the pictures are mainly puzzles, the design sense is obviously worse than the word "Yue" of BMW.

From the content level, Coca-Cola's H5 page is a brand-specific WeChat expression, while vivo's H5 page is a portrait of Michael Jackson outlined by the starry sky material, and an H5 link in BMW advertisements. In the futuristic user experience, the information of products such as 3 series, 5 series, X 1, X5, M3 and even i8 can be displayed, and the advertising experience is not abrupt.

On the Effect: National Carnival Supported by Big Data

Judging from the effect, although BMW's first WeChat advertisement was a naked hard promotion, it not only failed to attract the traditional user experience, but was quite gratifying, so that two hours after its launch, it turned the circle of friends into a carnival about BMW advertisements.

Interestingly, a phenomenon that can be said to be unprecedented in the advertising industry has emerged: on the one hand, the small partners who received the advertisements tried their best to brush their sense of existence, on the other hand, they comforted the small partners who did not receive the advertisements not to lose heart.

A text circulating in the WeChat circle of friends shows that it is said that the advertising push in the circle of friends is based on big data analysis, and the annual income is more than 6.5438+0 million BMW advertisements; If you can't afford iPhone 6 but can afford Xiaomi, you will receive an advertisement from vivo. Even Xiaomi and even Redmi can't afford it, and they receive advertisements from Coca-Cola; And those who like to blow water in the circle of friends, especially idle, but have not received friends' advertisements, WeChat is telling you that if you have no money, work hard and don't brush your mobile phone.

Although big data is not perfect, some "haunted" people who can only afford coke have received BMW advertisements, and some "divers" who can afford Bentley have received vivo. However, it is undeniable that with the help of the big platform of WeChat circle of friends, when the conceptual level of big data is presented in such a concrete way for the first time, the sudden madness of users is understandable.

As a result, the circle of friends was screened by BMW advertisements, and users who received Coca-Cola and vivo advertisements lost their voices. Compared with the other two brands, BMW has successfully occupied an overwhelming communication advantage in the first round of advertising in WeChat circle of friends.

According to a survey of senior media people in a science and technology circle, the basic people who receive BMW advertisements are iPhone users; Users who receive Vivo advertisements are mainly concentrated in young Android mobile phone users; Users who receive Coca-Cola advertisements are mainly concentrated in older Android users; Some of them are overseas users, some are Pad users, and some are because WeChat has not been updated.

In Che Yun's view, in this round of advertising, the accuracy of big data is not so important for BMW to tap potential customers. The "Gao Shuai Rich" and "Bai" who received the advertisement were busy showing off their wealth, and the marketing effect has been achieved.

In addition, the effect of WeChat on BMW's first advertisement lies in its high interactivity. Some people say that users who like or leave messages under advertisements are friends at the same level, and advertisements assume the role of linking interactions between friends. Some people also laughed that this is BMW providing a huge chat platform for friends at the same level.

On data: Is it 654.38+million or 5 million? Is it worth it?

According to WeChat, friends circle advertisements adopt display charging method. Due to the strict requirements, only about 50 brand advertisers are selected to advertise, and the budget should be above 654.38+million. At present, ordinary enterprises can't get the channels to put advertisements.

Many insiders analyzed that from the launch of the first three brands, if the amount is almost 5 million according to CPM (cost per thousand people), the budget of100000 mentioned by WeChat may be high. At present, neither WeChat nor the three companies have given further information on the amount.

BMW, Toyota and Honda cut prices, vivo

In Che Yun's view, whether it is100000 or 5 million, it is cost-effective for BMW's advertising. You know, Tencent's internal evaluation of WeChat friends circle advertising business is 654.38+000 billion yuan per year, which has long been a business in beyond the game. Tencent's advertising revenue was 5.695 billion yuan in 20 14, and only 5.685438 billion yuan in the first three quarters of 20 14. In other words, once the WeChat friends circle advertisement is done, it will immediately exceed the total revenue of all advertising businesses of Tencent in the whole year.

Of course, judging from the actual advertising communication and the excavation of potential customers, BMW's money is obviously not wasted. The "Blue Book of New Media 20 14" released in June last year shows that WeChat currently covers more than 400 million active users and has more than 7,000 traffic owners. The highest proportion of WeChat users' income structure is the middle class with a monthly income of 4,000-5,000 yuan, accounting for more than 30%. In contrast, users in Weibo are generally characterized by low education, low age and low income. 9 1.05% of them earn less than 5,000 yuan a month, of which 25.6% are non-income groups.

Che Yun's summary:

There is no doubt that the date of 20 15 15 15 is a day worthy of being recorded in the history of advertising in China. Since the launch of version 4.0, the WeChat circle of friends has been commercialized in the form of native advertisements in less than three years, which is novel in form and strong in reverse, exceeding expectations.

However, no advertising form has a long shelf life. For the first advertisement of BMW's WeChat circle of friends, not to mention whether it has achieved the expected communication effect, just occupying the "first time" of the WeChat circle of friends is enough to make the brand itself and history recall. Now it is extremely explosive and the future is huge. As for 654.38+million or 5 million? Is it worth the money? It goes without saying.