Two Creative Offline Event Cases: Xue Zhaofeng's Book Launch in a Wet Market and Lizhi FM's

Event planners, what do your typical book launches look like? Finding a venue, setting up a stage, creating exquisite displays, and so on. It's time for some creative ideas. On June 15th, Xue Zhaofeng, a columnist on the Dedao platform, held the launch and themed exhibition of his new book "Xue Zhaofeng's Economics Lectures" at Sanyuanli, a trendy wet market. Economics + wet market – the moment you see it, you think, how perfectly targeted! The curation of this launch was full of highlights. Let's list them one by one.

1. [Friedman Breakfast Shop], [Coase Mutton Shop], and [Alchian Seafood Shop] all "opened for business." Turning the wet market into a real, tangible, and olfactory economics lesson was a book launch that was precisely positioned and hit the users' sweet spot.

2. The entire wet market was curated with Dedao elements everywhere. Every purchase behavior was a reflection of economic thinking, constantly promoting the book and the concept of "Knowledge is on Dedao."

Summary: An event that people actively participate in and spontaneously share must deeply integrate the product with the audience while being highly relatable to daily life. So when planning events, in addition to studying the product and audience, we should also explore how to make these events "life-oriented" and "simple" to execute offline. Simplifying complexity is an essential skill.

Looking to plan an offline event with strong interactivity and good experience? Reviewing past brand activities, aren't they mostly game-based? How can we break through the limitations of games and give new play to common elements around us? In 2018, Lizhi FM planned a music festival that brought the element of "sound" to offline in a diversified way.

Summary: This offline event directly and precisely reached its target audience with Lizhi FM's product proposition in the most straightforward way.

Sound Highlights:

1. Exclusive Sound ID Card. Participants used game devices to generate a unique report on their voice characteristics, learning what type their voice is (cute girl? or weird uncle?).

2. Immersive Experience. Participants could turn a spoken phrase into tangible light and shadow through game devices.

3. Sound Moves with Body. Participants used their hands and feet, along with other participants, to play piano tunes on a large screen.

4. Finally, a concert brought the climax of the event through celebrity traffic.