Have you played the AR Cat Catching game on Double 11? Let's take a look at the actual combat experience of the project behind the game

In the twenty-seventh issue of Yunqi TechDay, Zhang Shenghua (Cook Wang), a senior wireless development engineer on Taobao Mobile Platform, explained in detail the actual combat experience of the Double Eleven Catching Cat Project. During the 16-day marketing interaction, the development team faced We have overcome many difficulties and moved forward in the unknown; in the process of dealing with these problems and ensuring the smooth progress of marketing activities, we have also gained a lot of valuable experience. The content shared is very exciting, not to be missed.

The following content is based on PPT and on-site sharing.

Introduction to Cat Catching Project

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Cat Catching is an interactive game based on LBS+AR. It renders the real world into a virtual map and displays many cats on it. Users can capture these cats through AR. Use these cats to exchange rights. The core value of this game is to guide consumers from online to offline through certain gameplay and certain rights.

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As shown in the picture above, many people gathered in Hangzhou West Intime to play the game of catching cats. At that time, thousands of golden cats were placed in Intime, and the lowest price for a cat was RMB 100. In this way, consumers were gathered together. , open online and offline.

Difficulties of Cat Catching Project In

general , the whole game is simply catching cats and cats and grabbing red envelopes, but the actual implementation of such a function is more complicated, and encountered many difficulties. Let’s analyze them one by one.

Unknown

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In the process of development, I encountered many unknown things and many firsts. For example, for the first time, I combined LBS+AR technology on Double Eleven on Shoutao to open up online and offline interactions. The difficulty is not only in LBS+AR Technology, it needs to get through the online and offline data level things. In addition, in the interaction, it also issued rights that have never been issued before, including Starbucks coupons, KFC coupons, movie tickets, etc. These rights are more need to be written off in offline physical stores.

More importantly, it was the first time to issue a house in the event. Through the cooperation with Vanke, a certain amount of the right to use the store was issued for several years. Therefore, it can be said that the biggest difference between the entire cat-catching event and other marketing programs lies in the prominent Innovation.

The rights and interests "will definitely be redeemed"

Next, we will share the core part of this project, which is also the core difficulty. In short, it is the process of rights distribution. The title "must be redeemable" has two meanings: First, after the rights are issued, as long as the user meets the conditions, they will be able to redeem the corresponding prizes, which involves security issues; the second aspect is how Guarantee the correctness in such a long online and offline link. For example, Starbucks, which cooperates with external parties, may have problems during the redemption process after the Starbucks store coupons have been issued. There will be a period of delay between traffic, but in the end it is still necessary to ensure that the reward is available.

So how to solve this problem? For security issues, all the lottery draws will pass the security check at present. There is a safety platform in the cat-catch game to prevent users from maliciously swiping or illegal users, mainly to control the cat itself and the number of cats, so as to ensure that after the cat is caught The promise can be exchanged; second, it is necessary to control and ensure the smooth completion of the entire event. The more important links are completed automatically, so that problems can be found more quickly. Give feedback right away. In the marketing campaign, based on the interactive reward scenario, a reissue tool was made to ensure that all customers with problems can get the benefits they deserve within six hours.

In addition, due to the high cost of offline, such as Starbucks coupons, in second-tier cities, there is not even a Starbucks store, how to exchange it, which means that the rewards issued to users cannot actually be written off 100%. So how can we improve this resource utilization? The first point is to provide protection through business. Through communication with Starbucks, the write-off settlement model can be used, and the write-off can reach 10,000, which means that the control link is not issuing codes, but write-offs. For example, the operation plans to issue 5,000 coupons today, but the write-off rate is 50%, which means that 2,500 users actually come to the store today, that is, there are still 7,500 coupons that may be given to consumers. Through the write-off rate, real-time tracking feedback is carried out. Since the write-off rate was 50% yesterday, the next day's operation plan will issue 10,000 coupons, and there may be 5,000 people going to the store. In this way, the overall utilization rate can be improved. Becomes high. This method is actually quite complicated: first, if there is a calculation error, for example, the write-off rate on the previous day is 50%, and the write-off rate on the next day rises to 70%, which means that the coupons are over-issued. Therefore, under this mechanism, the business must be able to have enough budget to support a certain degree of over-issue quota; the second point is that the cooperation time of the overall external securities companies must be unified to the write-off step without the settlement model, and it must be done in advance. Communication, assuming that more than 10,000 copies are written off, the excess part needs to be borne by Ali for consumers. These two things must be used together to protect the rights and interests.
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