【By 2Firsts】Recently, 2Firsts noticed that the e-cigarette brands LOST MARY and OXVA have launched new content and online interactive activities on their official websites. LOST MARY is focusing on flavor experience and user service, launching a "FLAVOR DISCOVERY" themed page centered around product flavors. Meanwhile, OXVA has kicked off the "OX Chill" summer challenge, combining a points system with national rankings to enhance user interaction.
2Firsts has broken down these two activities, and the specific details are as follows:
LOST MARY: Enhancing Flavor Experience with Virtual Characters
The official website of the LOST MARY brand recently launched a special page called "FLAVOR DISCOVERY", which not only provides detailed descriptions of its four core product flavors, but also creates unique virtual character images for each recommended flavor series.
According to the LOST MARY official website, each virtual character (such as BERRY, BRUNE, ZEST, ICEY) has detailed personalized settings, including name, age, height, birthday, zodiac sign, occupation, hobbies, and motto. For example, the "BERRY'S TOP PICKS" flavor series is represented by the virtual character "BERRY".
The official website provides detailed descriptions of the characteristics, flavors, and sensations of each corresponding taste through these virtual images. For example, the BERRY series emphasizes the fruity sweet and sour vitality, while the ICEY series highlights the cool and refreshing sensation.
In addition, the special feature page also visually displays the ratings of each flavor in terms of sourness, sweetness, and iciness, providing a quantitative reference for taste.
The official website of LOST MARY has launched an interactive questionnaire called "Taste Match." By guiding consumers to choose their personal taste preferences, frequency of use, functional needs, and usage habits, the system will recommend two corresponding products and flavors.
OXVA Launches Limited-Time “OX Chill” Promotion Featuring Point-Based Interactive Gameplay
The e-cigarette brand OXVA has launched a summer challenge activity named "OX Chill" on its official website. The activity started on June 20 and is expected to continue until August 31.
The core mechanism of this challenge is the "Lucky Spin" lottery, which requires spending 10 "Chill Points" each time. New users can receive 10 points for free upon registration, and can earn more points and lottery opportunities by completing "Chill Missions" tasks.
In addition, the event also includes a "Top Chill Country" selection segment, ranking countries based on the total accumulation of "Chill Points" by users from each country. Currently, Indonesia, Egypt, and the UK are the top three countries, with Indonesia leading the pack with 18,590 points. After the event concludes, the country with the highest total points will be awarded the title of "Top Chill Country," and 10 special gift packages will be randomly given to participants from that country.
2Firsts Observation: Official Websites Emerging as Key Marketing Platforms
From LOST MARY using flavor narrative to build content operation, to OXVA improving user engagement through points and rankings, both focus on their official websites as core platforms, aiming to deepen user interaction and enhance brand loyalty.
Against the backdrop of increasingly fierce competition among brands, the combination of "content + interaction" marketing that directly reaches consumers through official websites may become the core trend of online operations for e-cigarette brands.
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