Danni's Blog

Review on Social Media Monitor Project Part 1 In the first part of our mid-term project, we talked about Overwatch's Lunar New Year Campaign. To catch up the hotspot of Lunar New Year, Overwatch updated the game in many aspects like their maps, skins, and rewards. At the same time, they also led discussions on social media (Facebook and Twitter) about the game. To evaluate the campaign, we used Google Trends and Social Mention and got the data as follows. From the data, we can learn that Overwatch successfully created a trend on social media after they launched the campaign. At the same time, the campaign brought Overwatch both positive and negative feedbacks. But in general, positive ones were over negative ones. Data Tracking Google Trends: After reviewing the part 1, let's have a look at what happened to Overwatch after the campaign ended. As you can see in the following picture, in last month, the trend of Overwatch on web search gradually became smooth after...

What's your impression about history museums? Many people may say that history museums are far away from their life as they know a little about the stories behind the exhibits. However, last year, the special event launched by The Palace Museum of China may change your impression about history museums. Now, please follow me and let's start our journey of exploring the Chinese history and The Palace Museum. To celebrate the 600th birthday of The Forbidden City, The Palace Museum decided to hold a special exhibition. At the same time, they also prepared a campaign for the exhibition-a reality show named National Treasure. With the help of China Central Television, The Palace Museum launched a weekly reality show on CCTV3. In each episode of the reality show, they introduced three historical relics and the story of them to the audience. After watching the reality show, the audience could select the relics they want to see during the special exhibition. The reality show...

In the past seven years, have you ever heard someone saying: “winter is coming” in late autumn? If you have, probably you are surrounded by fans of Game of Thrones. Published by HBO, Game of Thrones quickly became one of the most popular TV series all over the world after the release of its first season. Since then, millions of people look forward to the release of new seasons every year. Undoubtedly, the high qualified story is the key to their success. However, at the same time, we should also notice the excellent job Game of Thrones did in social media campaign which helped them attract more audience. Today, we are going to talk about the campaign they did in 2015 on Twitter-- #CatchDrogon. #CatchDrogon was a warm-up for the premiere of Game of Thrones Season five. What GOT did is that they turned the campaign into an interactive game. For people who wanted to join the game, they needed to choose a bait which was a picture of anything that could attract dragons. Then they neede...

What’s the most important holiday in February? In many western countries, the answer is Valentine's day. However, if you ask this question to your Chinese friends, their answer will be Lunar New Year (the Chinese New Year). Lunar New Year is the biggest festival of the entire year in China. Many Asian countries like South Korea, Thailand, and Singapore also celebrate this festival. For many companies, Lunar New Year is a great chance to develop more consumers in Asia and to build a positive brand reputation among the groundswell. Today, we are going to talk about Overwatch and its 2018 Lunar New Year Campaign. Before we start the analysis of Overwatch’s performance on social media, let’s learn some background information about the company and its social media platforms. Brief introduction of Overwatch Overwatch is a team-based multiplayer online shooter video game. It was developed and published by Blizzard Entertainment in May 2016 . The game quickly became popular all over ...

“What was the most popular video game in 2017?” To many game players, the answer will be Overwatch. Overwatch is a team-based multiplayer online first-person shooter video game developed and published by Blizzard Entertainment . On October 16, 2017, Overwatch officially announced the registered player number reached a milestone of 35 million ! It’s okay if you don’t know the game! But here is a moving story about Overwatch you should not miss. On May 23, 2016, Hongyu Wu, a Chinese young man, sacrificed his life when he was chasing after a motorbike thief. After Hongyu's death, knowing he was a big fan of Overwatch, Hongyu’s friends decided to write down his story and publish it to the online forum about Overwatch. They hoped that more people could know his story. After they posted the story online, thousands of people replied, and many were moved by his story. Some people even emailed the director of Overwatch hoping that they could do something to commemorate him. Two months ...

If you are a brand executive of a company, what will you do on Thanksgiving day? Post a “thank you” poster for your customers on social media? Perhaps this will be the most common choice of many companies. However, last year (2017)  Durex China gave us an unexpected but interesting answer of what brands can do on social media for Thanksgiving day. On November 23rd Durex started a co-brand interaction on Weibo. From 10 a.m. (UTC+8) to 11 p.m. Durex China’s Weibo account published “thank you” posts to 13 brands in seemingly unrelated fields . The first brand Durex China chose to say thank you was Double Mint and by using a play on words Durex was able to successfully make a connection between the two brands. Following this Durex China published one thank you post to a different brand every hour. And at the end of the day, they published a total of 13 thank you posts and got 12 replies from the various brands. This co-brand interaction marketing on social media became a grea...