The first advertisement on WeChat Tiaoyidou turned out to be 'it'

The long-awaited commercialization of the WeChat mini-game "Tiaoyitiao" has finally begun. Today, the WeChat mini-game "Tiaoyitiao" launched what may be the first advertisement: Nike. A Tencent WeChat executive also confirmed the matter in WeChat Moments.

Uncle makes a quick review.

As soon as the WeChat mini-games headed by "Jump" were launched, they hit countless screens in WeChat Moments. Recently, the Spring Festival data released by WeChat showed that the number of people online at the same time for mini-games was as high as 28 million per hour, which is as stunning as WeChat red envelopes. And "Jump Jump" topped the list of "Most Popular Mini Games".

1. What does the first advertisement of "Jump a Jump" look like?

Uncle experienced it. The advertisement appeared after at least 5 "piers". Before jumping, there was the brand color and logo. After the small "i" jumped on it, the box changed color and the advertisement with the words "nike react" appeared. . After searching, it turned out that this is an independently innovative patented foam technology of Nike. It was first released in basketball products and will soon be applied to running shoes.

Obviously, WeChat has always been cautious about commercialization. At present, the first commercial advertisement of "Tiaoyitiao" is a small shoe box of Nike, which has many benefits to users. 20 points.

#2. Why is the first one considered Nike and not the Golden Arches?

From the perspective of brand and product relevance, "Tiaoyitiao" goes well with the sports brand Nike. This is the main reason why the uncle thinks that the first advertisement is Nike. Of course, the brand is also big. But Uncle believes that the creativity of the advertisement is seriously insufficient, and it does not include the social attributes that the brand may care about most. It is just a kind of exposure of the brand name, and it does not even display the product (if shoe boxes are counted).

Some netizens also pointed out that during the Spring Festival, there are always McDonald’s advertisements when they see them. The uncle also did a research and found that: 1. McDonald's does not clearly indicate "advertisement" like Nike; 2. McDonald's gameplay is: the small "i" jumps on it, and the box changes from the golden arch to the slogan, which also gives users For an extra 20 points, a mini burger will pop out. Uncle understands that it is to replenish energy and make it more interesting.

Therefore, the real first advertisement of "Tiaoyitiao" may be Nike, because the "New Advertising Law" clearly stipulates that advertisements published on new Internet media must be clearly marked.

3. How does a brand place a “jump-a-hop” advertisement?

The news that the uncle got is that the advertising threshold for "Tiao Yi Tiao" is not low: 20 million fees + Zhang Xiaolong personally selects the brand. The first wave has ended, and it is not yet known whether there will be a second wave. There are no specific investment policies. For example, for this Nike advertisement, the uncle used three WeChat accounts to play, and he could see it on 2 WeChat accounts.

Uncle’s understanding is that it is basically useless if you take the initiative to come to the door. You have to wait to be informed. Of course, it is also based on the scale of the past cooperation between the brand and Tencent.

4. How do you evaluate the advertisement of Mini Game this time?

1. User acceptance is high.

The WeChat mini-game was launched on December 28, 2017. With the help of WeChat’s screen-level promotion, it quickly became another WeChat product with great commercial value. At that time, many people speculated that this kind of light-passing mini-game was very easy to commercialize. For example, each "pier" of Jump had actually been promoted with the words "WeChat Pay" in the later stage. Of course, the user's imagination is even greater. For example, the little "i" jumps to a player labeled NetEase Cloud Music and can order a song for himself. My uncle remembers that at that time, there was a wave of brands that made posters to take advantage of the situation.

2. The commercialization process is accelerated.

Although WeChat’s commercialization has been very careful, its commercialization process is obviously accelerating. This can be compared with Moments ads. WeChat Moments was launched on April 19, 2012, and its first commercial product, Moments Advertising, was launched on January 25, 2015. It took nearly 3 years to wait, and the commercialization time of mini-games has accelerated to 3 months. Of course, it is precisely because the advertising of Moments is not that fast that it has inspired its huge social functions, even surpassing Weibo.

3. The method needs to be optimized.

In addition to beautiful exposure data and high user acceptance, in fact, in the era of mobile social networking, brands are more concerned about dialogue with users. Uncle believes that the next commercialization method of small games needs to be optimized, especially with the addition of Social attributes, this is what Uncle believes is the greatest value of WeChat system advertising.

5. Do you recommend brands to follow up?

The uncle thinks that he can wait for a while. Anyway, "being turned over" is a kind of waiting in itself. Of course, it is also good to be the first to eat the crabs of WeChat. It also depends on the attributes of the brand itself and your purpose.