A month ago, an offline casual game became popular with lightning speed.
Weibo , Douyin , and WeChat Moments are all "swallowed" by this mini game, and the greetings of friends have also changed from "Have you eaten?" to "Have you sheep?" Even when college students went to class in the morning for eight, the teacher smiled when they saw everyone's sleepy eyes, "What time did you get a sheep yesterday?" Various phenomena show that this offline casual game "Get a sheep" has indeed reached a phenomenal level of popularity.
Why is this offline casual game so popular? For marketing promotion, what reference value and reference significance does this mini game have? Is the ending of this offline casual mini-game that is lastingly popular or is it just a flash in the pan? These questions will be answered one by one by one by the Media from the perspective of communication and media!
First, let’s review the timeline:
On September 10, at the Mid-Autumn Festival node, a sheep began to become a hot search.
htmlOn 13, a sheep "splashed the screen" on WeChat Moments, Weibo, B.com and various social media platforms. htmlOn 14, 8 related entries on Weibo's hot search list. htmlOn 15, the topic of #海小小小小# has received 2.44 billion views and 249,000 discussions.As of September 16, there were 11 hot searches on Weibo, the total number of Douyin topic videos was 1.6 billion, and Xiaohongshu's "The Sheep" strategy notes reached 90,000.
The popularity of "a sheep is a sheep" is inseparable from its viral transmission.
Media Jun first came into contact with this game, and was also attracted by the flood of related topics on WeChat Moments and Weibo. "Why are everyone playing?" "Is this game really so popular?" Under a series of questions, Media Jun couldn't help but click on the WeChat applet to search for "a sheep". The more you play, the more you get more and more popular, and he directly "liver" until 2 a.m., contributing his meager strength to our Guangdong Sheep Team.
"Sheep is a sheep" viral transmission, with strong social genetic attributes, which is one of the reasons why it is popular.
Secondly, the game mechanism setting of "Sheep is a sheep" is also unique. Its slogan "The level of completion rate is only 0.1%. "Take the young people with strong competitive spirit, "You can pass the level easily with your eyes closed", lowering the threshold for players to participate in the game, but the second level directly enters "hell mode". The maximum reversal limit instantly stimulates the players' challenging mentality. At the same time, talented netizens also used their great imagination to make jokes with the difference between the first and second levels of "The Sheep" and the difficulty of the second level", which is used to compare "I see others' postgraduate entrance examinations vs. I myself's postgraduate entrance examinations", "My job in the eyes of leaders VS actually my job"... This further deepened the interesting game image and influence of "The Sheep".
joke pictures made by netizens
l0 Third, "Sheep a Sheep" gives players great incentive mechanisms, such as: regional ranking, achievement title ranking, and "topic PK", making this mini game a very social topic.
Sheep a Sheep player regional distribution map
Now, the popularity of "Sheep a Sheep" is gradually declining, and the current search volume of entries is less than 200,000. This also shows the ending of "Sheep a Sheep": it is a flash in the pan after all. Now, this offline casual game is difficult to go long.
Sheep’s entries search volume
In addition to "Sheep’s slap”, "Synthetic Big Watermelon", "Jump" and "Music Ball" have also been very popular. Looking at this type of game, there are many similarities behind them.
these small games will fully borrow external forces and use Weibo. , Douyin, Xiaohongshu and other apps are used to divert traffic, thus achieving the platform's huge user base. Their game entry threshold is low, suitable for both young and old, and it also follows the trend of fragmented time.
The dilemma of "a sheep is a sheep" is also obvious. The first is that life cycle is short, the gameplay and game content of the mini-game are too single and lack innovation, and it is easy for players to have the idea of "get tired of playing and don't want to play anymore" after a period of time.Second, the acquisition method is relatively single, and mini games are restricted by fission, which makes product promotion rely more on buying volume, but most potential users are less likely to get to mini games; while WeChat Moments advertising with better results is mainly social, and "high-quality game players" still need to be explored.
This is also why "a sheep" can achieve "explosion", but cannot achieve "lasting earth fire".
Media Jun hopes that the future mini games can be more diverse and innovative, giving users a more complete user experience.
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