Marketing often follows the "three-second principle", that is, brands want to attract users' attention in a very limited time and need to provide users with a reason to continue to understand in order to realize the transmission of brand advertising information. In the case that consumers' attention is constantly diluted, how can brands successfully catch users' eyes and achieve effective acquisition of marketing information? This requires brands to follow the "3-second principle", provide marketing games/content that users are interested in, and quickly catch users' eyes before they have a chance to stand out. Bian Xiao sorted out the marketing cases of 202 1 and found some creative marketing contents, which not only helped the brand spread, but also successfully occupied the users' minds and realized the long tail effect. First, use innovative expressions to enhance the innovative expression of interactive experience, giving people a novel and unique sense of experience, attracting people's attention and helping brands achieve effective marketing transformation. Such as blind box, challenge and other modes, all capture users' attention through more interesting and personalized content. 1, using the blind box economy to create a more interesting marketing experience. The blind box economy broke out. Because it keeps up with the trend of the times, it can constantly produce freshness and curiosity. While empowering the brand, it is easier to help the brand occupy the minds of users. As a result, brands have aimed at the marketing game of blind box, and chose the way of integration with brand tonality to reach more audiences. For example, in the Mid-Autumn Festival just past, brands such as China Mobile Migu chose the fun and surprise blind box mode, which not only made the gameplay novel, but also made it easier to help the brand realize rejuvenation. In this year's May Day, Dragon Boat Festival and other small holidays, 66 yuan's low-cost blind box air tickets successfully attracted people's attention. According to statistics, during the May Day alone, the blind box of air tickets attracted 65.438+million people to participate, and many people chose to travel. This has also triggered a new round of discussion on the ticket blind box: is the ticket blind box harvesting IQ tax? In addition to the guidance on social media, the unknown of blind box ticket marketing can easily stimulate users' gambling mentality, introduce users into the marketing scene set by the brand, let consumers enjoy it, help the brand to effectively link the trend culture and give the brand a sense of fashion. 2. Use the challenge to get out of the circle successfully, or work hard on the fun of advertising. Many brands choose simple activities to launch various challenges to help brands complete marketing such as promotion, marketing campaign and IP detonation. Simple challenges successfully inspired the enthusiasm of the whole people to participate and helped the brand achieve marketing failure. For example, the X Challenge initiated by Weibo Sports successfully attracted public attention, and the topic #X Challenge # generated 2.72 billion readings. Weibo sports challenges, such as # Open Bottle Challenge for Abdominal Muscle # and # Dragonfly Push-ups Challenge #, have won the participation of many fitness experts and Star V, which has improved the volume of the whole activity. If such a challenge model is not representative for brand marketing, the challenge of shooting cats launched by Huawei's nova series mobile phones is to realize the interaction between brands and users by using the two major trends of home economy and pet economy, care for stray cats, easily attract the public's attention and realize the feelings of * * *. As a participant in the whole challenge, Huawei mobile phone has realized the appeal of communication in an alternative way and successfully planted grass users. Second, carry out content innovation to make the advertising content more layered. Interactive activities can easily attract users' attention. Highly innovative content is an important carrier for brands to attract audiences and users. Nowadays, brands want to attract users. In addition to graphic content, they use the content that the public likes to attract the attention of the public, which is conducive to achieving effective marketing reach. With the development of short videos, advertising forms are diversified. Because the short video itself is rich and interesting, many brands customize the marketing content to make the advertising content more diverse and interesting. Therefore, rich and interesting short video content has become a popular way for brand owners. For example, Weibo and Weibo, where young users gather, combine various media presentation forms such as words, pictures, long and short videos, which can meet the needs of users to obtain massive information in different forms. Exclusive platform products such as video streaming, topic and interactive module, Weibo account matrix including official account and industry V, and diversified communication and sharing mechanism, Weibo has demonstrated the communication power of video content. At the same time, relying on the communication advantages of social media and the cross-disciplinary interaction of people with different interests, Weibo can produce a fission communication effect, which is a natural public opinion field of social problems and the best position to break the circle of explosive content. For many brands, Weibo is the leading traffic gathering place in China and one of the indispensable platforms for brand marketing. Third, creating an immersive marketing scene to conquer the user's "heart" innovative expression and rich and interesting content is the way for brands to attract users. To win users' hearts, it is an effective way for brands to occupy users' minds and an excellent scheme to conquer users from their hearts by adopting an immersive marketing environment to cater to users' emotions and needs. For example, RIO put forward the marketing scene of "RIO is a little drunk, one person drinks a little wine" after gaining insight into the life scene of users living alone. In this simple advertisement, the life scene of those young people who live alone is "one person", and the state of "slightly drunk" is a portrayal of the life scene of single young people. By focusing on the life scenes of empty nesters, it is proposed that Rio should accompany them, and Rio presents a lonely but not lonely scene. In this way, the marketing content launched by RIO to cater to the living conditions of users is easier to enter the hearts of users. In the marketing scene of drinking, RIO put forward "one person's little wine" in another way to help brands stand out among many brands. Fourth, subdivide the category track, and the unique selling point attracts users' attention. Like RIO, it has gained insight into users' life scenes and launched targeted product brands. In this era, it has successfully attracted users' attention and become the leader of category segmentation track. I have to admit that those brands that have successfully reaped dividends on the track of category segmentation have made bold innovations and breakthroughs, and successfully attracted users' attention with their unique selling points on the track of more segmentation. For example, subverting the traditional dynamic forest of bubble water with 0 fat and 0 sucrose, advocating healthy and delicious king's satiety, focusing on users' sleep quality and comfortable underwear, and adopting a cow as the first dairy product have quickly attracted users' attention with unique selling points and become the focus of users' attention in this era. V. Attracting the target audience with the ultimate social experience In addition to the above model, brands that know how to use social media marketing can also successfully attract the attention of the public, subtly occupy the minds of users and become the discussion center on social media. With the socialization of consumption becoming more and more obvious, the current social media no longer only undertakes the function of social tools, but gradually evolves into an important life consumption platform for consumers to entertain and obtain product information, understand the sense of experience, decide the purchase channel and other information. Those brands who know how to create rich and interesting content are naturally more competitive in the market. Brands attract users' attention through personalized and customized content, and enhance users' cognition and goodwill. It is also a marketing strategy for brands to stimulate users' desire to buy through more novel content and finally realize insight.