盲盒抽奖活动方案-【案例分析】五一机票盲盒活动解析

案例目标：趣味营销、吸引新客户、转化和货币化

1）有趣的营销

作为一种情感服务的产品，空中票和酒店盲盒瞄准了Z一代，迎合了想要“赌博，赢得大型”的年轻人的赌徒心态，而一位消费者的反朝向狂热则是“ Go Go”。

数据证实了年轻人对盲人旅行数据的盲目包裹，在参加盲人票的用户中，那些出生于1990年之后的人占65％以上，而2000年以后出生的人则占24％的数据。

利用用户对自由和轻松的渴望“自发旅行”，盲目的开放和盲目的路线和目的地的选择被用来激发用户对盲盒结果的好奇心，此外，Douyin的营销与活动的促销愿望相结合表情包设计，以便增加其愿望，以增加成果的罪名。

下图是抖音用户拍摄的开盲盒全过程视频，通过把预期和实际效果进行对比，视频很容易爆红。

2）拉新拉新

① 即可拉3人获得购买资格

盲人的数量和时间限制，还需要分享事件信息页面。同样在此阶段成功登录。

② 每成功邀请3人协助你，即可解锁1条路线

Qunar Travel Blind Box allows users to choose their own departure point. After purchasing the blind box, the first box can get 1 route. For every 3 people who help, 1 route can be unlocked, up to 9 routes can be unlocked, for a total of 10. The routes that have been opened will not be reset, and if the user does not choose to travel, the blind box fee can be fully refunded free of charge. Therefore, users will continue to open 10 routes by pulling people to help. Each blind box is priced at 88 yuan, which is cheap enough to impress users and continue to attract new users.

3）转化转化

Each blind box requires an immediate payment of 88 yuan. If the user wants to open all routes and keep the already opened routes, he cannot immediately refund the fee for the previous blind box. Moreover, the blind boxes are limited in time and quantity. As long as the user continues to open blind boxes, the funds will continue to be occupied by the platform.

On the other hand, the blind box route is a one-way route, which means that after users spend 88 yuan to choose their favorite destination, they will need to purchase a separate return ticket, using low prices to attract traffic and bundle sales of high-priced return flights.

案例标签：邀请支持、吸粉促活、品牌曝光、饥饿营销、活动内容化、用户自传播

案件背景：

1）行业行业

The black swan event of the 2020 epidemic dealt a heavy blow to the tourism industry. According to the 2020 China Online Tourism Industry Report, online tourism transaction volume fell by 50.9%. In addition, the policy requirements for free ticket refunds and changes have caused huge losses to airlines. In February alone, China's civil aviation generated 20 million ticket refunds, with a total amount of more than 20 billion yuan.

与此同时，巨大的竞争压力夺走了OTA平台的喘息空间，与美团等综合性平台相比，OTA平台工具化倾向明显，内容分散单一，缺乏一站式的流量吸引用户主动浏览。

In recent years, comprehensive application platforms have occupied a large part of the tourism market. According to the 2019-2020 China Online Hotel Reservation Industry Development Analysis Report, Meituan Hotel's room nights reached 110 million in 2019, accounting for 48.7% of the market share, exceeding the total of Ctrip.

Cash flow vacancies and declining competitiveness have forced airlines and OTA platforms to innovate and try new businesses. Against this background, the booming blind box economy has become the straw that saved OTA platforms.

2）活动活动

以盲盒形式售卖机票并非OTA（在线旅游）平台的首创盲盒抽奖活动方案，此前已有多家航空公司作为供应商推出此类产品。

There are two ways of selling blind ticket packages on the market: one is pure platform subsidies, and the other is cooperation between the platform and airlines. Airlines have many routes with low occupancy rates, and there are cases where old routes have vacant seats after new routes are opened. This new marketing method can help airlines pack up their spare capacity and lock in consumer demand in advance.

案例：：

各OTA平台的玩法路径都差不多，这里以去哪儿为例

案例亮点及可重复利用的点

1）活动活动

亮点一：高价位产品低价销售

The blind box gameplay set up by various OTA platforms is roughly similar: the product prices are controlled within 100 yuan, among which Fliggy's air ticket blind box and Qunar's train ticket blind box are only 66 yuan.

亮点二：支持+预约盲盒抢+限时全额退款

In terms of gameplay, there are mainly two steps: "assistance + timed blind box grabbing", and the number of assisting people is mostly three people; in terms of consumer rights, all platforms have opened up the right to a full refund, and an unconditional refund can be made within a certain time limit after opening the box.

亮点3：饥饿营销设计

告知用户发售时间固定且数量有限，鼓励用户在发售前完成裂变指标，其实每个盲盒店在这段期间都有大量库存，并没有宣传的那么稀有。

亮点4：一站式解决旅游需求

After the blind box is opened, sales push will continue to be bundled with destination hotels, scenic spots, local entertainment, travel company routes, etc., so that users can solve their travel needs in one stop on the platform and drive product sales in all aspects.

亮点五：活动/产品以内容为主盲盒抽奖活动方案，形成用户自传播

Linking various new media channels to content the activities/products. In fact, the blind box of air tickets is not a new product of this year's May Day. The reason why it became popular is that it was promoted on social media. Users used content angles such as "good expectations - cruel reality", "dreams come true", and "you can really go whenever you want". Those who are involved in it have a lot of fun, and the viewers can also laugh or express envy. No matter what the content is, it perfectly achieved the self-propagation of this blind box of air tickets.

2）可复用的点

①这款盲盒的呈现形式可以充分运用：高价值的产品以低价出售；

②盲盒限时限量吉祥物设计，打造稀有感；

③邀请好友助力获得购买资格；

④ 只需支付低廉的价格即可购买，耗时较长的商品可以无条件退款，实体商品/线下店体验品不需要退款；

⑤ Design several blind boxes with different contents. Invite enough friends to buy them again, which increases the number of fissions of a single user;

⑥ Collaborate with social media influencers to demonstrate the value of blind boxes, how to play them, and the fun of the experience process.

待优化的点

待优化的点：活动负面问题

Although the blind ticket box has become popular, negative information has also been coming along with it, mainly including:

① The blind box only provides outbound tickets, but the return ticket is basically a full-price ticket, which is expensive. The total price is more expensive than the round-trip discounted total price. Many users will directly give up the blind box itinerary;

②大部分目的地都是冷门目的地，并不是用户所期待的目的地，这里大量用户选择退票；也有虽然是热门目的地，但是出行时间不在周末或者节假日，这就意味着用户不得不在工作日请假出行；

③ 如果用户中奖的盲盒既是热门目的地，又是度假目的地，他们基本上会邀请同伴一起前往，同伴会自行支付往返机票费用。

To sum up the main problems mentioned above, the refund rate of air ticket blind boxes is extremely high. It has changed from users taking advantage of the platform to cutting leeks. Many industry self-media have given relatively negative comments on the marketing of this event.

解决方案：

活动的负面影响是不可避免的，但我们可以从公众舆论的角度指导它们：

① The user experience of actually obtaining benefits in the official demonstration activities;

②活动不可太过套路，在保证裂变结果的前提下，一定的奖品成本还是需要实际支付；

③ The public opinion of the official and industry mainstream media needs to be posted on the front, and a variety of manuscripts such as the manuscript, review drafts, and new media drafts correspond to different evaluation scenarios and different audiences.

④ The official cases of prize redemption promises must be publicized more;