Ele.me, enters the two-dimensional game circle with a 50% discount

The latest move of Ele.me is eye-catching. They officially entered the ACG game circle with a 50% discount. This article will analyze this strategy in depth and reveal how Ele.me quickly ignited the appetite of ACG users.

As the Spring Festival approaches, "competing for users" remains an unavoidable topic for major business platforms.

For food delivery platforms, demand during the Spring Festival is much weaker than in the past. How can the platforms maintain high customer flow during the Spring Festival holiday?

Ele.me has come up with a new, more vertical and detailed way of playing: focusing on the two-dimensional gaming circle of Generation Z, and joining forces with the annual popular two-dimensional game IP "逆水寒" to provide "50% off per day" IP rights for highly sticky game players, creating a two-dimensional carnival spanning the Spring Festival, and also launching the first battle for food delivery platforms to grab people and goods during the Spring Festival.

The mobile game "Ni Shui Han" has more than 50 million players. Such a dream linkage will bring exponential benefits to the brand image of Ele.me, and the effect it brings is probably beyond the reach of general cross-industry linkages.

So in this cross-border business, how does Ele.me provide benefits to users in various ways? How does it make merchants profit? And how does it enable both brands to empower each other?

01 Attention fellow foodies, the hungry king and the cold king, please eat.

In order to attract the attention of game players to the greatest extent, Ele.me has provided a lot of benefits. It has cooperated with Yonghe King, Papa John's, Lemon Season and Burger King to give out 40,000 free coupons.

In addition, Ele.me and Ni Shui Han jointly held a special event with a 50% discount on value-for-money packages, and gave away 100,000 limited-edition peripherals such as stickers and transparent cards. The high-value, high-premium game peripherals made veteran players unable to stop, and many users even placed orders for the peripherals, and went crazy to collect transparent cards of different sects.

There are even many users who made notes on the receipts of their Ele.me orders, sending out special calls to "Xuan Ji, Huang Yu, and Jiu Ling".

In some designs, Ele.me also put a lot of thought into it. Gamers can get the limited joint title "Ele.me? Eat!", and Ele.me riders also changed into exclusive Ni Shui Han themed skins - inserting the "Ni Shui Han" handsome flag, and becoming riders of the Song Dynasty, making gamers' ordering rituals extremely exciting.

Free food, 50% off meal packages, high-value peripherals, exclusive titles... this set of user incentive mechanisms can be said to cover all the pleasures of eating, drinking, playing and having fun, bringing the gamer experience to its peak.

Only by providing users with certain satisfaction can users develop a favorable impression of the product. These precise traffic-generating methods brought high-traffic exposure and orders to the Ele.me 50%-off event, achieving Ele.me's overall goal of attracting new customers and promoting activation, and also establishing the mindset among young users that "go to Ele.me for takeout during the Spring Festival."

02 Together with young people, we will continue to do the whole life

Ele.me, which understands marketing, also understands the characteristics of Generation Z players who like to play memes. It fully mobilizes the private traffic positions of various platforms and carries out the whole activity to the end.

Since Ele.me and Nishuihan jointly announced this dream collaboration, the powerful combination of the two major IPs of the food delivery platform and the game platform immediately received enthusiastic responses from players. On the same day, #Nishuihanshouyou# was naturally searched on Weibo, and #NishuihanlianzhuoEle.me# was naturally on the hot list of Douyin, and many players praised this dream collaboration as a surprise.

The King of Hungry and the King of Cold invited people to have a meal, and the official Weibo account of Ele.me held a draw for benefits on time. The enthusiasm of fellow eaters was infinitely aroused, and they "ran around to make announcements". Some even set alarms to grab the benefits. Many netizens spontaneously posted UGC on the peripherals and free orders.

On the natural grass-roots platform - Xiaohongshu, Ele.me invited KOLs and KOCs from related circles such as handicrafts, three-dimensional sculptures, and cosplay to jointly promote peripheral products. Some even transformed the co-branded paper bags into three-dimensional greeting cards. More interesting secondary creations contributed to the large-scale explosion of the linkage volume.

On the Douyin platform, high-traffic bloggers such as ancient style players and gaming experts showed off the co-branded peripherals and 50% discounts in various ways, allowing the joint benefits to spread vertically again.

In addition, many players also spontaneously made memes in the comment area - "Isn't this Xuehe?", "We in Xuehe usually deliver takeout", "Xuehe has a new employment direction", and one UGC message after another doubled the popularity of the collaboration.

In this wave of social diffusion, Ele.me has seized on high-stickiness social platforms for young users such as Weibo, Xiaohongshu, and Douyin, and joined forces with traffic influencers from multiple circles to spread interesting topics, achieving multi-faceted horizontal radiation and vertical penetration, and successfully gaining a larger external traffic pool for internal traffic diversion.

03 This wave of dream linkage is a huge win!

Compared with previous major events, Ele.me's cross-border collaboration this time achieved a win-win situation for the interests of merchants, players, ordinary users, Ni Shui Han, and Ele.me.

Merchants participating in the event can gain high brand exposure through the influence of Ele.me and Nishuihan, and can also bring immediate terminal effects. It is reported that on Friday, both Lemon Season and Papa John's received a huge increase in orders, with the order volume doubling year-on-year.

For players of Against the Cold, rich benefits such as the new game title "Ele.me Eat", high-quality limited peripherals, knight-exclusive food delivery skins, 50% off free food packages, etc., double the joy of the dual experience of gaming and food.

For ordinary users, they can get a better consumption experience at a more affordable price, thereby strengthening their stickiness and loyalty to the brand.

The mutual empowerment between Ele.me and Ni Shui Han has allowed Ni Shui Han to further enhance its IP awareness through this collaboration and gain a new batch of registered players. Many passers-by have also become interested in the Ni Shui Han mobile game because of this wave of high-value co-branded peripherals, thus becoming potential users of this IP.

Ele.me, through Ni Shui Han, has tapped into the minds of the ACG group for takeout, accurately grasped the resources of young users, and won the first opportunity to compete for young users during the Spring Festival with the ACG carnival. At the same time, Ele.me has successfully created a brand image that knows how to play and understand young people, exploring the possibility of cooperating with more popular IPs in the future. Such a big event that breaks the circle has once again upgraded the influence of Ele.me's IP "50% off day".

04 Target specific groups and enhance IP influence

Last year, Ele.me used two waves of creative communication, "5 Tiao Ren changed their name to 2.5 Tiao Ren" and "Brand names are all discounted in half", which made Ele.me's 50% off days a success and also made the platform's 50% off IP deeply rooted in the minds of young consumers.

This time, Ele.me is taking advantage of the momentum and is cooperating with a two-dimensional IP for the first time during its 50% off sale, penetrating into the younger and more segmented population. By leveraging the influence of two-dimensional game players, more segmented vertical marketing can more easily activate the target audience, thereby doubling the popularity of the 50% off IP.

Using half the money to get double the happiness is in line with the consumption concept of the younger generation. Ele.me has always been committed to playing with young people. It has a precise insight into user needs and constantly creates new ways to use the 50% discount platform. Every hot marketing event can always touch the target group's pleasure point, so that users can identify with the 50% discount IP and the Ele.me brand and establish a long-term emotional connection.

With its 50% off day, Ele.me has entered the world of the second dimension. It is conceivable that there will be more new experiences next time.

Author: cy WeChat public account: shock copywriting