A few days ago, Taiji Group joined Quanyuantang and Gangwu District Xiaojungan to cross-border, and organized the "Hot Pot Hero Challenge" to build online and offline full-link marketing, embracing the Z era with new national marketing, and successfully broke the circle with Young people are on track.
Photo courtesy of Tai Chi Group
It is reported that the "Hot Pot Heroes Challenge" through the deep bundling of Sichuan and Chongqing's cultural business card "hot pot", started a hot battle on the Douyin platform. The event attracted many food bloggers to check in, hundreds of millions of fans participated in the interaction, and set off a hot pot. The situation of the world.
Cross-border hot pot circle, embrace the Z generation
Hot pot is the cultural business card of Sichuan and Chongqing, which is deeply loved by people from all over the world, and it is the home of hot pot in winter.
However, the spicy cold drinks when eating hot pot can also irritate the intestines and stomach. Some friends with poor gastrointestinal conditions will experience abdominal distension, abdominal pain, and diarrhea on the day or the next day after eating hot pot.
Tai Chi Group has insight into the contradictory scene of consumers "making and loving" when eating hot pot, and thus united with Quanyuantang chain pharmacy and Gangwu District Xiaojun liver hot pot brand to launch this national trendy "hot pot hero" on the Douyin platform. Challenge".
"Spicy soup, hot meat, hot hot pot is loved by everyone, slightly spicy/spicy/extra-spicy waiting for you to challenge! Want to know what kind of hot pot hero you are? Come on Douyin to challenge!" The rap, a set of chivalrous costumes of the national style, and the hot pot bgm for the occasion, attracted the enthusiastic participation of the whole people.
Since the event was launched on December 10th, as of today, #火锅英雄猜赛# has accumulated 72.149 million views, ranking among the best in the Douyin Challenge during the same period.
Photo courtesy of Tai Chi Group
After the start of the event, Douyin bloggers with nearly 5 million fans @對連小李与大哥@美好兄弟@秋圆圆 rushed to check in this challenge in Chengdu and quickly set off a hot pot craze. It has attracted the attention of tens of millions of users.
Online and offline linkage, immersive hot pot experience
This challenge also hides the food check-in map ingeniously, for the young heroes of all walks of life to visit and appreciate the beauty of hot pot!
Offline, the five stores of Xiaojun Liver Hotpot in Gangwu District are linked together, which not only can gather the liver and wool of Xiaojun, but also meet with Internet celebrities.
Photo courtesy of Tai Chi Group
Walking into Chengdu Chuanchuan Hotpot-Xiaojungan in Gangwu District, you can see the Tai Chi Hot Pot Heroes' event flash zone. The whole store is also decorated with a full range of national trends. The boiling and warm atmosphere attracts many foodies. It is just before eating hot pot. Here comes a Huoxiang Zhengqi Liquid, which has righteous energy to protect the stomach and intestines, helping the heroes to dominate the hot pot arena.
The online and offline linkages and the immersive hot pot experience allow consumers to deepen the mark of "Eating hot pot comes to support Tai Chi Huoxiang Zhengqi Liquid, and care for the stomach". They will no longer be afraid of eating hot pot.
24-hour O2O drug purchase, new upgrade of customer experience
In addition to offline hot pot restaurants, Tai Chi Group also teamed up with Quan Yuan Tang to launch a short Guochao hot pot video, detonating major community buildings in Chengdu, starting from daily work and travel routes to focus and detonate, focusing on the entire consumption chain of young people. Hot pot scene.
At the same time, 200 offline pharmacies in Chengdu have upgraded the interactive experience of their stores, and set up challenge check-in devices and event materials in the stores, bringing fun and fun drug purchase experience to store staff and customers.
Focusing on young people’s habit of O2O buying drugs, Tai Chi Group has also reached a strategic cooperation with the Meituan platform and Quanyuantang. After customers open the Meituan or scan the code applet to place an order, the medicine can be delivered to the door in 30 minutes, and Quanyuantang is 24 hours. Open, which greatly meets the late-night hot pot consumption scene, even if the stomach is upset, it can provide customers with heart-warming services in time.
Through online and offline full-link scenario marketing, Tai Chi has successfully bundled the hot pot scene, allowing consumers to develop the habit of "eating hot pot and coming one", and at the same time empowering retail pharmacies and attracting hot pot restaurants, thereby enhancing the brand force.
This event not only made Chengdu's hot pot culture scent throughout the city, but also allowed the citizens to enjoy the food to the fullest, while also caring for the health of the stomach and intestines, and enjoying the comfort of the winter.